EXPLORATORY RESEARCH by liaoqinmei

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									   INTRODUCTION TO THE RESEARCH

   PURPOSE OF THE RESEARCH

   WHAT IS EXPLORATORY RESEARCH
 Secondary   data analysis
 Experience survey
 Case analysis
 Focus group
 Projective technique
A research design is the arrangement of
 conditions for collection and analysis of
 data in a manner that aims to combine
 relevance to research purpose with
 economy in procedure.
   RESEARCH DESIGN APPROPRIATE FOR THE
    EXPLORATORY RESEARCH STUDIES MUST BE
    FLEXIBLE.

   THE METHODS IN CONTEXT OF RESEARCH DESIGN
    FOR SUCH STUDIES ARE
      THE SURVEY OF CONCERNING LITERATURE
      THE EXPERIENCE SURVEY & THE ANALYSIS OF
    ‘INSIGHT- STIMULATING’ EXAMPLE .
   HOLISTIC LOOK AT THE OBJECT

   SPECIFY THE VIEWPOINTS OF THE STUDY AND TO
    UNDERSTAND THE OBJECT.

   GATHERING OF KNOWLEDGE THAT IS RELATED TO THE
    PROBLEM.

   MINIMISE THE MATERIAL THAT WILL HAVE TO ANALYSE.

   THE EXPLORATORY ANALYSIS.
           ABSTRACTION
          GENERALISATION
Objective: To verify whether the statement “poorer sales” is valid.


Design:- Secondary data analysis is used as the tool for Construct
  development of the construct “Poorer Sales” and also for better
  understanding of the above research objective

. Implementation: Collection of sales data from the company’s sales
   in charge for Bihar-Jharkhand region and compared it with the
   sales in the Eastern and Central UP Region.
                    Eastern and Central   Bihar-Jharkhand
                    UP Region             Region
2000-2001           100%                  14%

2001-2002           100%                  14%

2002-2002 (sept-6   100%                  14%
month)
                         Eastern and Central   Bihar-Jharkhand
                             UP Region              Region
  Urban Population             1.55 Cr             1.13 Cr

     No of towns                206                  119
contributing to 90% of
  Urban population
    (Ease of reach)
   Market Potential             0.57                0.42
        Index
o   .Objective: Reasons for poorer sales in Bihar-Jharkhand
    region compared to eastern-central UP region.
o   Design:- The tool used was Pilot survey of the consumers
    and retailers. Pilot survey was chosen because the product
    was not a high involvement one. Also we felt that focus
    group and depth interviews may not provide us with
    insights to justify the cost involved.
o   Implementation: Pilot survey of 11 retail shops and 28
    customers had been asked question which were different
    for customers and retailers .
o     5 retailers in Sakchi, 4 in Bistupur, and 2 in Sonari.
    Customers were selected from the same regions. Some of
    them were customers of the drug retailers and a few we
    chosen at random from the street.
      Preference for taking the drugs prescribed by the doctors

      Preference for drugs, which do not cause sedation

      People do not normally consider cold as a serious issue.
    Only if it    interferes with their functioning or doesn’t get
    cured in a week or so they take medication after consultations
    with doctor.

   They feel that there is not much difference between drugs for
    headache and cold. They take the same drug for all once they
    find it effective.
   They make choices of drugs based more on
    friends or families’ opinion rather than
    advertisements.
   Preference for other OTC drugs compared to
    Drug X
   They do not think of Drug X when they have
    Headache or Cold.
   They do not compare prices of various cold
    tablets before purchasing, as the difference is not
    perceivable enough.
Drug X is not asked for by name by consumers

Customers prefer prescription drugs like cetrizine
 to OTC drugs. These prescription drugs are
 asked for by name even without prescription.

The Margins they get for drug X are relatively less
 compared to other OTC drugs.

Some of them don’t keep drug X, as the supply is
  not regular
From the results of the pilot survey we framed the following
  research questions:-
Are lower margins given by distributors a reason for poorer sales of
  Drug X in Bihar-Jharkhand region compared to eastern-central
  UP region?
Is the habit of treating common cold as not serious enough to take
   medicine immediately a reason for poorer sales of drug X in
   Bihar-Jharkhand region compared to eastern-central UP region?
Is no top of the mind recall a reason for poorer sales of drug X in
   Bihar-Jharkhand region compared to eastern-central UP region?
Is the preference for prescription drugs a reason for poorer sales of
   drug X in Bihar-Jharkhand region compared to eastern-central UP
   region?
Is distribution limitation a reason for poorer sales of drug X in
   Bihar-Jharkhand region compared to eastern-central UP region?
The hypotheses corresponding to these questions are


Hypothesis 1:
H0: A smaller margin given by distributors is not a
 reason for poorer sales of drug X in Bihar-Jharkhand
 region compared to eastern-central UP region.
H1: A smaller margin given by distributors is a reason
 for poorer sales of drug X in Bihar-Jharkhand region
 compared to eastern-central UP region.
Hypothesis 2:
H0: The habit of treating common cold as not serious enough to
  take medicine immediately is not a reason for poorer sales of
  drug X in Bihar-Jharkhand region compared to eastern-
  central UP region.
H1: The habit of treating common cold as not serious enough to
  take medicine immediately is a reason for poorer sales of
  drug X in Bihar-Jharkhand region compared to eastern-
  central UP region.


Hypothesis 3:
H0: Not having top of mind recall is not a reason for poorer sales
  of drug X in Bihar-Jharkhand region compared to eastern-
  central UP region.
H1: Not having top of mind recall is a reason for poorer sales of
  drug X in Bihar-Jharkhand region compared to eastern-
  central UP region.
Hypothesis 4:
H0: Preference for prescription drugs is not a reason for poorer
  sales of drug X in Bihar-Jharkhand region compared to
  eastern-central UP region
H1: The preference for prescription drugs is a reason for poorer
  sales of drug X in Bihar-Jharkhand region compared to
  eastern-central UP region


Hypothesis 5:
H0: Distribution limitation is not a reason for poorer sales of
  drug X in Bihar-Jharkhand region compared to eastern-
  central UP region.
H1: Distribution limitation is a reason for poorer sales of drug X
  in Bihar-Jharkhand region compared to eastern-central UP region.
   Debate exists within the marketing research profession about the
    usefulness of Qualitative research methods beyond their
    traditional exploratory role. Many researchers who specialize in
    qualitative methods feel that these methods unfairly take a back
    seat to quantitative methods such as surveys and experimentation.
    Of course, effective coding of qualitative data relies heavily on
    accurate inference of attitude or feeling into a statement.
    Researchers who specialize in collection and analysis of
    qualitative data develop a intuitive feel for the nuances of focus
    group or depth interview dialogue. I tend agree with the more
    traditional view of qualitative research as best suited for exploring
    research problems. But I do not believe that this role
    “shortchanges” their value at all. Well defined research problems
    and well formulated research questions serve as the foundation
    upon which useful research is built. Without this strong foundation,
    the research activities that follow stand a good chance of
    becoming a monumental waste of money.


								
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