mrSess_04 by pawan922


   The Research Process
• Introduction

• Steps in the research process

• Problems in the Research
• The research process starts once the
  research proposal has been approved.

• It starts with the definition of research
  problem & ends with the final reporting of
  the results.
   Defining the Research Problem
Cost/value analysis of the Information

  Selection of the Data collection method

          Selection of the Sample

    Selection of the method of analysis

      Estimate the resources needed

       Prepare the research proposal

              Data collection

               Data analysis
     Steps in Research Process
•   Defining the research problem
•   Cost/value analysis of the information
•   Selection of the Data collection method
•   Selection of the Sample
•   Selection of the method of analysis
•   Estimate the resources needed
•   Prepare the research proposal
•   Data collection
•   Data analysis
•   Reporting
     Step-1: research Problem
• Defining the research problem: To identify the
  right problem & understand its all dimensions the
  researcher should know:
• The complete situation faced by the decision
• The alternatives he can choose from
• The expected outcomes of the alternatives
• The objectives of the decision makers.
• Specification of information requirements.
    Step-2: Cost/Value Analysis
• The major cost constraints in marketing research are
  time & money. So at this stage only a rough estimate
  can be made of monetary & time cost.
• Two methods to estimate the value of research:
• 1-Intuitive method       2- Expected value approach
• There may be some considerations specific to the
• The possible outcomes & their pay-off
• The degree of uncertainty in the situation
• The ability of research to reduce the uncertainty
• The risk preferences of the decision maker
     Step-3: Selection of data
The can be divide into:
• i} Primary data: Collected for the current problem.
• ii} Secondary data: Collected for some other
    purpose & useful in present/future research. It is
    used much.
• The data can be classified also into
  * Survey data
  * Experimental data
     Step-4:Selection of Sample
• Sample is a decided/targeted respondents for
  collection of data. Various decision has to be
  taken before deciding a Sample & sampling
•   Population
•   Sampling unit
•   Sampling method
•   Probability
•   Non-probability
•   Sample size
    Step-5:Selection of analysis
Is necessary because-
• A given method of analysis requires a particular
  data in a specific format.

• Before determining the Analytical method before
  venturing to data collection.

• The method of analysis depends on the nature of
  the sampling process & data collection method.
   Step-6:Estimate the resource
• Resources needed for research are time,
  finance & personnel.

• Time & financial requirements are inversely
  dependent on each other i.e.- lesser the
  financial expanses longer the time required.

• Financial cost include: Direct & Indirect cost-:
  Manpower, material, overheads etc.
      Step-7:preparation of
        research proposal
• A written research proposal should be
  prepared on paper with-
• The problem
• Objectives
• Methodology
• requirements
    Step-8:Data collection
• Data collection requires trained people for
  ensuring the validity of research.

• Data collection can be out sourced

• Data collectors (internal/external) should
  be given a complete picture of the
  research before they assigned the task.
        Step-9:Data analysis
• Before the analysis of the data it should be coded
  or tabulated to make an easy & statistical analysis.

• The result obtained from this are interpreted to
  some extent by researcher. Rest of interpretation
  is done by decision maker himself.

• After the complete analysis done by the
  researcher he should report to the decision maker.
      Step-10: Reporting
• It is culmination of a research effort.
• It should contain the detail of technical &
  managerial implication.
• It should consist of an executive summary
  with managerial implications.
• Report should also cover the methodology
  used in the research.
• Report can be presented orally, or with audio
  visual presentation too.
 Problems in research Process
• Favoured technique syndrome
• Company data strip mining
• Unresearchable questions
• Defined management problems
• Politically motivated research
• By :
      Sandeep Saxena
      Faculty Member Marketing
      HQ, Hyderabad

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