Chapter 1 : Research Fundamentals
Chapter 2: Research Process
Prepared by Group 1
RICERCA
Chapter nos.[/b]
Page nos.[/b]
1
Research fundamentals
· Definition of research
· Basics vs applied research
· Market and marketing research
· Information systems, decision support systems, and marketing research
· Advantages of MR
· Limitations of the MR
· Application of marketing research
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Research process
· Steps in the process of research
· Problem discovery
· Problem definition
· Research objectives
· Developing hypothesis for a particular problem
· Research design
· Research method
· Data collection – sources and tools
· Sampling methods
· Use of scales in research
· Data processing
· Data analysis
· Research report
process
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1. RESEARCH FUNDAMENTALS
q MEANING OF RESEARCH
Research in common parlance refers to a search for knowledge. One can also define research as a scientific and systematic search for pertinent information on a specific topic. In fact, research is an art of scientific investigation. The Advanced Learner’s Dictionary of Current English lays down the meaning of research as a careful investigation or inquiry specially through search for new facts in any branch of knowledge. Redman and Mory define research as a “systematized effort to gain new knowledge.” Some people consider research as a movement from the known to the unknown. It is actually a voyage of discovery. We all possess the vital instinct of inquisitiveness for, when the unknown confronts us, we wonder and our inquisitiveness makes us probe and attain full and fuller understanding of the unknown. This inquisitiveness is the mother of all knowledge and the method, which man employs for obtaining the knowledge of whatever the unknown, can be termed as research.
Research is an academic activity[/b] and such a term should be used in a technical sense[/b]. According to Clifford Woody research comprises defining and redefining problems, formulating hypothesis or suggested solutions; collecting, organizing and evaluating data; making deductions and reaching conclusions to determine whether they fit the formulating hypothesis. D.Slesinger and M.Stephenson in the Encyclopedia of Social Sciences define research as “the manipulation of things[/b], concepts or symbols for the purpose of generalizing to extend, corrector verify knowledge, whether that knowledge aids in construction of theory or in the practise of art.” Research is thus an original contribution to the existing stock of knowledge making for its advancement. It is the pursuit of truth with the help of study, observation, comparison and experiment. In short, the search for knowledge through objective and systematic method of finding solution to a problem is research. The systematic approach[/b] concerning generalization and the formulation of a theory is also research. As such the term ‘research’ refers to the systematic method consisting of enunciating the problem, formulating a hypothesis, collecting facts or data, analyzing the facts and reaching certain conclusion either in the form of solutions towards the concerned problem or in certain generalization for some theoretical formulation.
q OBJECTIVE OF RESEARCH[/b]
[/b]
The purpose of research is to discover answers[/b] through the application of scientific procedures[/b]. The main aim of research is to find out the truth which is hidden and which has not been discovered as yet. Though each research study has its own specific purpose, we may think of research objectives as falling into number of broad grouping:
· To gain familiarity with a phenomenon or to achieve new insights[/b] into it (studies with this object in view are termed as exploratory or formulative research studies.
· To portray accurately the characteristics of a particular individual, situation or a group[/b] (studies with this object in view are known as descriptive research studies);
· To determine the frequency[/b] with which something occurs or with which it is associated with something else (studies with this object in view are known as diagnostic research studies).
· To test a hypothesis of a casual relationship between variables[/b] (such studies are known as hypothesis-testing research studies).
q BASIC VS APPLIED RESEARCH
Research can either be applied (or action) research or fundamental (or basic or pure) research. Applied research aims at finding a solution for an immediate problem facing[/b] a society or an industrial/business organization, whereas fundamental research is mainly concerned with generalizations and with the formulation of a theory. “Gathering knowledge for knowledge’s sake is termed as pure or ‘basic’ research”. Research concerning some natural phenomenon or relating to pure mathematics are examples of fundamental. Similarly, research studies, concerning human behavior carried on with a view to make generalizations about human behavior, are also examples of fundamental research, but research aimed at certain conclusions (say, a solution) facing a concrete social or business problem is an example of applied research. Research to identify social, economic or political trends that may affect a particular solution or the copy research (research to find out whether certain communications will be read and understood) or the marketing research or evaluation research are examples of applied research. Thus, the central aim of applied research is to discover a solution for some pressing practical problem, whereas basic research is directed towards finding information that has a broad base of application and thus, adds to the already existing organized body of scientific knowledge.
q INFORMATION SYSTEMS, DECISION SUPPORT SYSTEMS, AND MARKETING RESEARCH
An information system (IS) is a continuing and interacting structure of people, equipment, and procedures designed to gather, sort, analyze, evaluate, and distribute pertinent, timely, and accurate information to decision makers. While marketing research is concerned mainly with the actual content of the information and how it is to be generated, the information system is concerned with managing the flow of data from many different projects and secondary sources to the managers who will use it. This requires database to organize and store the information and a decision support system (DSS) to retrieve data, transform it into usable information, and disseminate to users.
Database[/b]
[/b]
Information systems contain three types of information.
1. The first is recurring [/b]day-today information.
2. A second type of information is intelligence relevant[/b] to the future strategy of the business.
3. A third input to the information system is research studies that are not[/b] of a recurring nature. The potential usefulness of a marketing research study can be multiplied manifold if the information is accessible instead of filed and forgotten. However, the potential exists that others may use the study, although perhaps not in the way it was originally intended.
Database have no value if the insights they contain cannot be retrieved. A decision support system not only allows the manager to interact directly with the database to retrieve what is wanted, it also provides a modeling function to help make sense of what has been retrieved.
The information system serves to emphasize that marketing research should not exist in isolation as a single effort to obtain information. Rather, it should be part of a systematic and continuous effort by the organization to improve the decision-making process.
A typical marketing manager regularly receives some or all of the following data: factory shipments or orders; consumer panel data; scanner data; demographic data; and internal cost and budget data.
Managers don’t want data. They want, and need, decision-relevant information in accessible and preferably graphical form for
(1) Routine comparison of current performance against past trends on each of the key measures of effectiveness
(2) Periodic exception reports to assess which sales territories or accounts have not matched previous tears’ purchases and
(3) Special analyses to evaluate the sales impact of particular marketing programs and to predict what would happen if changes were made. In addition, different divisions would like to be linked to enable product managers, sales planners, market researchers, financial analysts and production schedules to share information.
The purpose of a marketing decision support system (MDSS) is to combine marketing data from diverse sources into a single database which line managers can enter interactively to quickly identify problems and obtain standards, periodic reports, as well as answers to analytical questions.
A good MDSS should have the following characteristics
1. [/i]Interactive.[/i] The process of interaction with the MDSS should be simple and direct. With just a few commands the user should be able to obtain the results immediately. There should be no need for a programmer in between.[/i]
2. [/i]Flexible. [/i]A good MDSS should be flexible. It should be able to present the available data in either discrete or aggregate form. It should satisfy the information needs of the managers in different hierarchical levels and functions.
Chapter 2: Research Process
Prepared by Group 1
RICERCA
Chapter nos.[/b]
Topics
Page nos.[/b]
1
Research fundamentals
· Definition of research
· Basics vs applied research
· Market and marketing research
· Information systems, decision support systems, and marketing research
· Advantages of MR
· Limitations of the MR
· Application of marketing research
01
03
03
03
05
06
07
2
Research process
· Steps in the process of research
· Problem discovery
· Problem definition
· Research objectives
· Developing hypothesis for a particular problem
· Research design
· Research method
· Data collection – sources and tools
· Sampling methods
· Use of scales in research
· Data processing
· Data analysis
· Research report
process
18
19
19
19
20
21
21
22
23
23
24
24
25
1. RESEARCH FUNDAMENTALS
q MEANING OF RESEARCH
Research in common parlance refers to a search for knowledge. One can also define research as a scientific and systematic search for pertinent information on a specific topic. In fact, research is an art of scientific investigation. The Advanced Learner’s Dictionary of Current English lays down the meaning of research as a careful investigation or inquiry specially through search for new facts in any branch of knowledge. Redman and Mory define research as a “systematized effort to gain new knowledge.” Some people consider research as a movement from the known to the unknown. It is actually a voyage of discovery. We all possess the vital instinct of inquisitiveness for, when the unknown confronts us, we wonder and our inquisitiveness makes us probe and attain full and fuller understanding of the unknown. This inquisitiveness is the mother of all knowledge and the method, which man employs for obtaining the knowledge of whatever the unknown, can be termed as research.
Research is an academic activity[/b] and such a term should be used in a technical sense[/b]. According to Clifford Woody research comprises defining and redefining problems, formulating hypothesis or suggested solutions; collecting, organizing and evaluating data; making deductions and reaching conclusions to determine whether they fit the formulating hypothesis. D.Slesinger and M.Stephenson in the Encyclopedia of Social Sciences define research as “the manipulation of things[/b], concepts or symbols for the purpose of generalizing to extend, corrector verify knowledge, whether that knowledge aids in construction of theory or in the practise of art.” Research is thus an original contribution to the existing stock of knowledge making for its advancement. It is the pursuit of truth with the help of study, observation, comparison and experiment. In short, the search for knowledge through objective and systematic method of finding solution to a problem is research. The systematic approach[/b] concerning generalization and the formulation of a theory is also research. As such the term ‘research’ refers to the systematic method consisting of enunciating the problem, formulating a hypothesis, collecting facts or data, analyzing the facts and reaching certain conclusion either in the form of solutions towards the concerned problem or in certain generalization for some theoretical formulation.
q OBJECTIVE OF RESEARCH[/b]
[/b]
The purpose of research is to discover answers[/b] through the application of scientific procedures[/b]. The main aim of research is to find out the truth which is hidden and which has not been discovered as yet. Though each research study has its own specific purpose, we may think of research objectives as falling into number of broad grouping:
· To gain familiarity with a phenomenon or to achieve new insights[/b] into it (studies with this object in view are termed as exploratory or formulative research studies.
· To portray accurately the characteristics of a particular individual, situation or a group[/b] (studies with this object in view are known as descriptive research studies);
· To determine the frequency[/b] with which something occurs or with which it is associated with something else (studies with this object in view are known as diagnostic research studies).
· To test a hypothesis of a casual relationship between variables[/b] (such studies are known as hypothesis-testing research studies).
q BASIC VS APPLIED RESEARCH
Research can either be applied (or action) research or fundamental (or basic or pure) research. Applied research aims at finding a solution for an immediate problem facing[/b] a society or an industrial/business organization, whereas fundamental research is mainly concerned with generalizations and with the formulation of a theory. “Gathering knowledge for knowledge’s sake is termed as pure or ‘basic’ research”. Research concerning some natural phenomenon or relating to pure mathematics are examples of fundamental. Similarly, research studies, concerning human behavior carried on with a view to make generalizations about human behavior, are also examples of fundamental research, but research aimed at certain conclusions (say, a solution) facing a concrete social or business problem is an example of applied research. Research to identify social, economic or political trends that may affect a particular solution or the copy research (research to find out whether certain communications will be read and understood) or the marketing research or evaluation research are examples of applied research. Thus, the central aim of applied research is to discover a solution for some pressing practical problem, whereas basic research is directed towards finding information that has a broad base of application and thus, adds to the already existing organized body of scientific knowledge.
q INFORMATION SYSTEMS, DECISION SUPPORT SYSTEMS, AND MARKETING RESEARCH
An information system (IS) is a continuing and interacting structure of people, equipment, and procedures designed to gather, sort, analyze, evaluate, and distribute pertinent, timely, and accurate information to decision makers. While marketing research is concerned mainly with the actual content of the information and how it is to be generated, the information system is concerned with managing the flow of data from many different projects and secondary sources to the managers who will use it. This requires database to organize and store the information and a decision support system (DSS) to retrieve data, transform it into usable information, and disseminate to users.
Database[/b]
[/b]
Information systems contain three types of information.
1. The first is recurring [/b]day-today information.
2. A second type of information is intelligence relevant[/b] to the future strategy of the business.
3. A third input to the information system is research studies that are not[/b] of a recurring nature. The potential usefulness of a marketing research study can be multiplied manifold if the information is accessible instead of filed and forgotten. However, the potential exists that others may use the study, although perhaps not in the way it was originally intended.
Database have no value if the insights they contain cannot be retrieved. A decision support system not only allows the manager to interact directly with the database to retrieve what is wanted, it also provides a modeling function to help make sense of what has been retrieved.
The information system serves to emphasize that marketing research should not exist in isolation as a single effort to obtain information. Rather, it should be part of a systematic and continuous effort by the organization to improve the decision-making process.
A typical marketing manager regularly receives some or all of the following data: factory shipments or orders; consumer panel data; scanner data; demographic data; and internal cost and budget data.
Managers don’t want data. They want, and need, decision-relevant information in accessible and preferably graphical form for
(1) Routine comparison of current performance against past trends on each of the key measures of effectiveness
(2) Periodic exception reports to assess which sales territories or accounts have not matched previous tears’ purchases and
(3) Special analyses to evaluate the sales impact of particular marketing programs and to predict what would happen if changes were made. In addition, different divisions would like to be linked to enable product managers, sales planners, market researchers, financial analysts and production schedules to share information.
The purpose of a marketing decision support system (MDSS) is to combine marketing data from diverse sources into a single database which line managers can enter interactively to quickly identify problems and obtain standards, periodic reports, as well as answers to analytical questions.
A good MDSS should have the following characteristics
1. [/i]Interactive.[/i] The process of interaction with the MDSS should be simple and direct. With just a few commands the user should be able to obtain the results immediately. There should be no need for a programmer in between.[/i]
2. [/i]Flexible. [/i]A good MDSS should be flexible. It should be able to present the available data in either discrete or aggregate form. It should satisfy the information needs of the managers in different hierarchical levels and functions.