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Contents
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Meaning Of Research
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Objectives Of Research:
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Types Of Research
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Research Process
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Criteria of Good Research
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Research Application /
Scope Of Business Research
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Importance of Business
Research
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Formulation of Problem
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Research Proposal
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What Is Research Design?
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Meaning Of Research
Research may be very broadly defined as systematic gathering of data and information and its analysis for advancement of knowledge in any subject. Research attempts to find answer intellectual and practical questions through application of systematic methods.
· Webster’s Collegiate Dictionary defines research as "studious inquiry or examination; investigation or experimentation aimed at the discovery and interpretation of facts, revision of accepted theories or laws in the light of new facts, or practical application of such new or revised theories or laws".
· Some people consider research as a movement, a movement from the known to the unknown.
· It is actually a voyage of discovery.
· 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; and at last carefully testing the conclusions to determine whether they fit the formulating hypothesis.
· 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 concerning generalization and the formulation of a theory is also research.
Objectives Of Research:
The purpose of research is to discover answers to questions through the application of scientific procedures. 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 a number of following broad groupings:
1. To gain familiarity with a phenomenon or to achieve new insights into it (studies with this object in view are termed as exploratory or formulative research studies);
2. To portray accurately the characteristics of a particular individual, situation or a group(studies with this object in view are known as descriptive research studies);
3. To determine the frequency 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);
4. To test a hypothesis of a causal relationship between variables (such studies are known as hypothesis-testing research studies).
Types Of Research
Types of research can be classified in many different ways. some major ways of classifying research include the following.
· Descriptive versus Analytical Research
· Applied versus Fundamental Research
· Qualitative versus Quantitative Research
· Conceptual versus Empirical Research
Descriptive research concentrates on finding facts to ascertain the nature of something as it exists. In contrast analytical research is concerned with determining validity of hypothesis based on analysis of facts collected.
Applied research is carried out to find answers to practical problems to be solved and as an aid in decision making in different areas including product design, process design and policy making. Fundamental research is carried out as more to satisfy intellectual curiosity, than with the intention of using the research findings for any immediate practical application.
Quantitative research studies such aspects of the research subject which are not quantifiable, and hence not subject to measurement and quantitative analysis. In contrast quantitative research makes substantial use of measurements and quantitative analysis techniques.
Conceptual research is involves investigation of thoughts and ideas and developing new ideas or interpreting the old ones based on logical reasoning. In contrast empirical research is based on firm verifiable data collected by either observation of facts under natural condition or obtained through experimentation.
(v) Some Other Types of Research: All other types of research are variations of one or more of the above stated approaches, based on either the purpose of research, or the time required to accomplish research, on the environment in which research is done, or on the basis of some other similar factor. Form the point of view of time, we can think of research either as one-time research or longitudinal research.
In the former case the research is confined to a single time-period, whereas in the latter case the research is carried on over several time-periods. Research can be field-setting research or laboratory research or simulation research, depending upon the environment in which it is to be carried out. Research can as well be understood as clinical or diagnostic research. Such research follow case-study methods or in depth approaches to reach the basic causal relations. Such studies usually go deep into the causes of things or events that interest us, using very small samples and very deep probing data gathering devices.
The research may be exploratory or it may be formalized. The objective of exploratory research is the development of hypotheses rather than their testing, whereas formalized research studies are those with substantial structure and with specific hypotheses to be tested. Historical research is that which utilizes historical sources like documents, remains, etc. to study events or ideas of the past, including the philosophy of persons and groups at any remote point of time. Research can also be classified as conclusion-oriented and decision-oriented.
Research Process
Before embarking on the details of research methodology and techniques, it seems appropriate to present a brief overview of the research process. Research process consists of series of actions or steps necessary to effectively carry out research and the desired sequencing of these steps. The chart shown in Figure well illustrates a research process. The chart indicates that the research process consists of a number of closely related activities, as shown through I to VII. But such activities overlap continuously rather than following a strictly prescribed sequence.
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| Business Research Process |
At times, the first step determines the nature of the last step to be undertaken. If subsequent procedures have not been taken into account in the early stages, serious difficulties may arise which may even prevent the completion of the study. One
should remember that the various steps involved in a research process are not mutually exclusive; nor are they separate and distinct.
They do not necessarily follow each other in any specific order and the researcher has to be constantly anticipating at each step in the research process the requirements of the subsequent steps. However, the following order concerning various steps provides a useful procedural guideline regarding the research process:
1. formulating the research problem;
2. extensive literature survey;
3. developing the hypothesis;
4. preparing the research design;
5. determining sample design;
6. collecting the data;
7. execution of the project;
8. analysis of data;
9. hypothesis testing;
10. generalizations and interpretation, and
11. preparation of the report or presentation of the results,i.e., formal write-up of conclusions reached.
A brief description of the above stated steps will be helpful.
1. Formulating the research problem: There are two types of research problems, vi., those which relate to states of nature and those which relate to relationships between variables.
At the very outset the researcher must single out the problem he wants to study. Essentially two steps are involved in formulating the research problem, vi., understanding the problem thoroughly, and rephrasing the same into meaningful terms from an analytical point of view. The researcher must at the same time examine all available literature to get himself acquainted with the selected problem. The problem to be investigated must be defined unambiguously for that will help discriminating relevant data from irrelevant ones.
In fact, formulation of the problem often follows a sequential pattern where a number of formulations are set up, each formulation more specific than the preceding one, each one phrased in more analytical terms, and each more realistic in terms of the available data and resources.
2. Extensive literature survey: At this juncture the researcher should undertake extensive literature survey connected with the problem.
For this purpose, the abstracting and indexing journals and published or unpublished bibliographies are the first place to go to. Academic journals, conference proceedings, government reports, books etc., must be tapped depending on the nature of the problem. In this process, it should be remembered that one source will lead to another.
3. Development of working hypotheses: After extensive literature survey, researcher should state in clear terms the working hypothesis or hypotheses. Working hypothesis is tentative assumption made in order to draw out and test its logical or empirical consequences. As such the manner in which research hypotheses are developed is particularly important since they provide the focal point for research.
They also affect the manner in which tests must be conducted in the analysis of data and indirectly the quality of data which is required for the analysis. In most types of research, the development of working hypothesis plays an important role.
Hypothesis should be very specific and limited to the piece of research in hand because it has to be tested. The role of the hypothesis is to guide the researcher by delimiting the area of research and to keep him on the right track. It sharpens his thinking and focuses attention on the more important facets of the problem. It also indicates the type of data required and the type of methods of data analysis to be used.
How does one go about developing working hypotheses? The answer is by using the following approach:
a. Discussions with colleagues and experts about the problem, its origin and the objectives in seeking a solution;
b. Examination of data and records, if available, concerning the problem for possible trends, peculiarities and other clues;
c. Review of similar studies in the area or of the studies on similar problems; and
d. Exploratory personal investigation which involves original field interviews on a limited scale with interested parties and individuals with a view to secure greater insight into the practical aspects of the problem.
Thus, working hypotheses arise as a result of a-priori thinking about the subject, examination of the available data and material including related studies and the counsel of experts and interested parties .Working hypotheses are more useful when stated in precise and clearly defined terms. It may as well be remembered that occasionally we may encounter a problem where we do not need working hypotheses, especially in the case of exploratory or formularies researches which do not aim at testing the hypothesis. But as a general rule, specification of working hypotheses in another basic step of the research process in most research problems.
4. Preparing the research design: The research problem having been formulated in clear cut terms, the researcher will be required to prepare a research design, i.e., he will have to state the conceptual structure within which research would be conducted. The preparation of such a design facilitates research to be as efficient as possible yielding maximal information.
In other words, the function of research design is to provide for the collection of relevant evidence with minimal expenditure of effort, time and money. But how all these can be achieved depends mainly on the research purpose. Research purposes may be grouped into four categories,
i. Exploration,
ii. Description, and
iii. Experimentation.
A flexible research design which provides opportunity for considering many different aspects of a problem is considered appropriate if the purpose of the research study is that of exploration. But when the purpose happens to be an accurate description sofa situation or of an association between variables, the suitable design will be one that minimizes bias and maximizes the reliability of the data collected and analyses.
There are several research designs, such as, experimental and non-experimental hypothesis testing. Experimental designs can be either informal designs (such as before-and-after without control-after-only with control, before-and-after with control) or formal designs (such as completely randomized design, randomized block design, Latin square design, simple and complex factorial designs), out of which the researcher must select one for his own project.
The preparation of the research design, appropriate for a particular research problem, involves usually the consideration of the following:
i. the means of obtaining the information;
ii. the availability and skills of the researcher and his staff (if any);
iii. explanation of the way in which selected means of obtaining information will be organized and the reasoning leading to the selection;
iv. the time available for research; and
v. the cost factor relating to research, i.e., the finance available for the purpose.
5. Determining sample design: The researcher must decide the way of selecting a sample or what is popularly known as the sample design. In other words, a sample design is a definite plan determined before any data are actually collected for obtaining a sample from a given population. Thus, the plan to select 12 of a city’s 200 drugstores in a certain way constitutes a sample design.
6. Collecting the data: There are several ways of collecting the appropriate data which differ considerably in context of money costs, time and other resources at the disposal of the researcher. Primary data can be collected either through experiment or through survey. If the researcher conducts an experiment, he observes some quantitative measurements, or the data, with the help of which he examines the truth contained
in his hypothesis. But in the case of a survey, data can be collected by any one or more of the following ways: by observation, through personal interview, through telephone interviews, by mailing of questionnaires, through schedules.
7. Execution of the project: The researcher should see that the project is executed in a systematic manner and in time. If the survey is to be conducted by means of structured questionnaires, data can be readily machine- processed. In such a situation, questions as well as the possible answers may be coded. If the data are to be collected through interviewers, arrangements should be made for proper selection and training of the interviewers.
The training may be given with the help of instruction manuals which explain clearly the job of the interviewers at each step. Occasional field checks should be made to ensure that the interviewers are doing their assigned job sincerely and efficiently .A careful watch should be kept for unanticipated factors in order to keep the survey as much realistic as possible. This, in other words, means that steps should be taken to ensure that the survey is under statistical control so that the collected information is in accordance with the pre-defined standard of accuracy.
If some of the respondents do not cooperate, some suitable methods should be designed to tackle this problem. One method of dealing with the non-response problem is to make a list of the non-respondents and take a small sub-sample of them, and then with the help of experts vigorous efforts can be made for securing response.
8. Analysis of data: After the data have been collected, the researcher turns to the task of analyzing them. The analysis of data requires a number of closely related operations such as establishment of categories, the application of these categories to raw data through coding, tabulation and then drawing statistical inferences.
The unwieldy data should necessarily be condensed into a few manageable groups and tables for further analysis. Thus, researcher should classify the raw data into some purposeful and usable categories. Coding operation is usually done at this stage through which the categories of data are transformed into symbols that may be tabulated and counted. Editing is the procedure that improves the quality of the data for coding. With coding the stage is ready for tabulation .Tabulation is a part of the technical procedure wherein the classified data are put in the form of tables. The mechanical devices can be made use of at this juncture. A great deal of data, especially in large inquiries, is tabulated by computers. Computers not only save time but also make it possible to study large number of variables affecting a problem simultaneously.
Analysis work after tabulation is generally based on the computation of various percentages, coefficients, etc., by applying various well defined statistical formulae. In the process of analysis, relationships or differences supporting or conflicting with original or new hypotheses should be subjected to tests of significance to determine with what validity data can be said to indicate any conclusion(s).For instance, if there are two samples of weekly wages, each sample being drawn from factories indifferent parts of the same city, giving two different mean values, then our problem may be whether the two mean values are significantly different or the difference is just a matter of chance.
Through the use of statistical tests we can establish whether such a difference is a real one or is the result of random fluctuations. If the difference happens to be real, the inference will be that the two samples Research come from different universes and if the difference is due to chance, the conclusion would be that the two samples belong to the same universe. Similarly, the technique of analysis of variance can help us in analyzing whether three or more varieties of seeds grown on certain fields yield significantly different results or not. In brief, the researcher can analyze the collected data with the help of various statistical measures.
9. Hypothesis-testing: After analyzing the data as stated above, the researcher is in a position to test the hypotheses, if any, he had formulated earlier. Do the facts support the hypotheses or they happen to be contrary? This is the usual question which should be answered while testing hypotheses .Various tests, such as Chi-square test, t-test, F-test, have been developed by statisticians for the purpose. The hypotheses may be tested through the use of one or more of such tests, depending upon the nature and object of research inquiry. Hypothesis -testing will result in either accepting the hypothesis or in rejecting it. If the researcher had no hypotheses to start with, generalizations established on the basis of data may be stated as hypotheses to be tested by subsequent researches in times to come.
10. Generalizations and interpretation: If a hypothesis is tested and upheld several times, it may be possible for the researcher to arrive at generalization, i.e., to build a theory. As a matter of fact, the real value of research lies in its ability to arrive at certain generalizations. If the researcher had no hypothesis to start with, he might seek to explain his findings on the basis of some theory. It is known as interpretation. The process of interpretation may quite often trigger off new questions which in turn may lead to further researches.
11. Preparation of the report or the thesis: Finally, the researcher has to prepare the report of what has been done by him. Writing of report must be done with great care keeping in view the following: The layout of the report should be as follows:
i. the preliminary pages;
ii. the main text,and
iii. the end matter.
In its preliminary pages the report should carry title and date followed by acknowledgement sand foreword. Then there should be a table of contents followed by a list of tables and list of graphs and charts, if any, given in the report.
The main text of the report should have the following parts:
Introduction: It should contain a clear statement of the objective of the research and an explanation of the methodology adopted in accomplishing the research. The scope of the study along with various limitations should as well be stated in this part.
Summary of findings: After introduction there would appear a statement of finding sand recommendations in non-technical language. If the findings are extensive, they should be summarized.
Main report: The main body of the report should be presented in logical sequence and broken-down into readily identifiable sections.
Conclusion: Towards the end of the main text, researcher should again put down the results of his research clearly and precisely. In fact, it is the final summing up.
At the end of the report, appendices should be enlisted in respect of all technical data. Bibliography, i.e., list of books, journals, reports, etc., consulted, should also be given in the end. Index should also be given specially in a published research report.
Report should be written in a concise and objective style in simple language avoiding vague expressions such as ‘it seems,’ ‘there may be’, and the like.
Charts and illustrations in the main report should be used only if they present the information more clearly and forcibly.
Criteria of Good Research:
Whatever may be the types of research and studies; one thing that is important is that they all meet on the common ground of scientific method employed by them. One expects scientific research to satisfy the following criteria:
1. The purpose of the research should be clearly defined and common concepts bemused.
2. The research procedure used should be described in sufficient detail to permit another researcher to repeat the research for further advancement, keeping the continuity of what has already been attained.
3. The procedural design of the research should be carefully planned to yield results that areas objective as possible.
4. The researcher should report with complete frankness, flaws in procedural design and estimate their effects upon the findings.
5. The analysis of data should be sufficiently adequate to reveal its significance and the methods of analysis used should be appropriate. The validity and reliability of the data should be checked carefully.
6. Conclusions should be confined to those justified by the data of the research and limited to those for which the data provide an adequate basis.
7. Greater confidence in research is warranted if the researcher is experienced, has a good reputation in research and is a person of integrity.
In other words, we can state the qualities of a good research as under:
1. Good research is systematic: It means that research is structured with specified steps to be taken in a specified sequence in accordance with the well defined set of rules. Systematic characteristic of the research does not rule out creative thinking but it certainly does reject the use of guessing and intuition in arriving at conclusions.
2. Good research is logical: This implies that research is guided by the rules of logical reasoning and the logical process of induction and deduction are of great value in carrying out research. Induction is the process of reasoning from a part to the whole whereas deduction is the process of reasoning from some premise to a conclusion which follows from that very premise. In fact, logical reasoning makes research more meaningful in the context of decision making.
3. Good research is empirical: It implies that research is related basically to one or more aspects of a real situation and deals with concrete data that provides a basis for external validity to research results.
4. Good research is replicable: This characteristic allows research results to be verified by replicating the study and thereby building a sound basis for decisions.
Research Application / Scope Of Business Research
Fields of Business Research
- Financial Research: Finance is the prime resource of the business. Dedicated research of finances before commencing the work is highly advisable. It includes decisions like dividend distribution, capital requirements, profit distribution, budgeting, etc.
- Management research: Management is the base on which a company operates. It needs to be on alert all the time. Management has its own subparts to deal with and coordinate with. The top-level management holds the management chain for effortless operation.
- Marketing research: The front of the business is marketing. The representation of markets can’t be ignored while researching. The market is flexible. Customer shifts from one product to another in a fraction of seconds. It is important to always be in touch with the targeted audience to know their expectations. Marketing research is all about price, promotion, polices publicity, and so on.
- Accounting research: How and where the finances are floating needs to be checked timely to avoid unwanted losses. This research is dedicated to maintaining annual reports, quarterly conciliations of account, costing, budgeting, preparing balance sheets, etc. All these are significant to frame the company. Investors follow these reports to know the financial health of the business.
- Operational research: Terms, conditions, and policies of business result in the efficient management of an enterprise. Hence constant research is vital.
Importance of Business Research
When it comes to the question why Business Research is important, it has an essential role to play in varied areas of business. Here are some of the reasons describing the importance of Business Research:
- It helps businesses gain better insights about their target customer’s preferences, buying patterns, pain points, as well as demographics.
- Business Research also provides businesses with a detailed overview of their target markets, what’s in trend, as well as market demand.
- By studying consumers’ buying patterns and preferences as well as market trends and demands with the help of business research, businesses can effectively and efficiently curate the best possible plans and strategies accordingly.
- The importance of business research also lies in highlighting the areas where unnecessary costs can be minimized and those areas in a business which need more attention and can bring in more customers and hence boost profits.
- Businesses can constantly innovate as per their customers’ preferences and interests and keep their attention towards the brand.
Formulation of Problem
Selecting the Problem
- Researcher's Interest
- Topic of significance - for people or businesses
- Novelty of Idea
- Researchers sources
- Availability of data - secondary or Primary
- Benefits of research- satisfaction, recognition
- Feasibility of Study - time & money
Techniques Involved in Formulation of Problem
- Statement of problem in general way.
(Eg. Attrition rate of sales people is high in a company selling products for elderly people )
- Understanding the nature of the problem
(Eg 25 percent people leave the organisation in 6 months & 30 percent in an year)
- Surveying the available literature
(Motivation, incentive, salary, culture, product problem, advertising is not effective, customers can not recall the ad )
- Developing the ideas through discussion
(Eg Employees should be given
- Rephrasing the research problem
( Customers have not seen the ads)
- Redefining the research problem
(Which media is most effective for retired people)
( Which 3 programs are most seen by retired people. Ask people above 58 years of age earning above 5 lakhs per annum - At what times they see TV, / what programs they watch?
Precautions in formulating the problem
-The words used should have a single meaning
(Popular program, liked media, talked about serial etc are examples of vague description)
-The statement of the problem must be brief
but comprehensive.
(Eg.program most watched by retired people on TV.)
- The assumptions are to be recognised for study.
-The problem must have practical importance
Research Proposal
Regardless of the research problem you are investigating and the methodology you choose, all research proposals must address the following questions:
1. What do you plan to accomplish? Be clear and succinct in defining the research problem and what it is you are proposing to investigate.
2. Why do you want to do the research? In addition to detailing your research design, you also must conduct a thorough review of the literature and provide convincing evidence that it is a topic worthy of in-depth study. A successful research proposal must answer the "So What?" question.
3. How are you going to conduct the research? Be sure that what you propose is doable. If you're having difficulty formulating a research problem to propose investigating.
Research Proposal Writing
A. Introduction
Consider your introduction as a two-four-paragraph narrative that concisely responds to the following questions:
- What is the central problem of the study?
- What is the field of study that is relevant to that core problem?
- What methods should be utilized to analyze that problem?
- Why is this study important?
- What is its significance to the academe and to the world at large?
- Why should someone reading the proposal be concerned about the results of the proposed research?
B. Background and Significance
Many scholars are following the use of the “five Cs" in writing a literature review (Sudheesh et al., 2016):
- Cite properly in order to maintain the primary focus on the previous studies related to the research problem..
- Compare the methods, outcomes, models, and arguments mentioned in the literature. Identify the various agreements among the authors.
- Contrast the different themes, controversies, methodologies, and arguments underscored in the literature. Explain the main areas where these authors disagree and debate.
- Critique the literature. Identify the engaging arguments used by scholars. Determine the methodologies that appear as most valid, suitable, and reliable.
- Connect the literature to your own particular study area and topic. Discuss whether and how your proposed study draws upon, deviates from, synthesizes, or contributes new knowledge to existing literature.
D. Aims and Research Questions
- What do you plan to achieve? Be straightforward and concise in describing the research problem and what topic you are proposing to study.
- Why do you want to conduct the research? You must also provide compelling evidence that your selected topic is worthy of a thorough examination.
- How are you going to conduct the research? Make sure that your proposed study is doable and provide a clear, coherent set of strategies to complete it.
E. Research Design & Methods
Make sure to cover the following when describing the methods you will utilize:
- Establish the research process you will engage in, including the method you will use for interpreting the outcomes with regard to the problem of the study.
- Do not simply discuss what you plan to accomplish from using the methods you will select, but also describe how you will use the time while utilizing these techniques.
- Note that the methods section is not merely a collection of activities. Since you have selected the approaches, you should also use it to argue why it is the best approach to examine the study problem. Explain this clearly.
- Finally, foresee and acknowledge any possible obstacles and drawbacks when you undertake your research design and provide a plan of action to solve them.
F. Implications and Contribution to Knowledge
You can use these guide questions when framing the potential ramifications of your proposed research:
- What could the outcomes signify when it comes to disputing the underlying assumptions and theoretical framework that support the research?
- What recommendations for further studies could emerge from the expected study results?
- How will the outcomes affect practitioners in the real-world context of their workplace?
- Will the study results impact forms of interventions, methods, and/or programs?
- How could the outcomes contribute to solving economic, social, or other types of issues?
- Will the outcomes affect policy decisions?
- How will people benefit from your proposed research?
- What specific aspects of life will be changed or enhanced as an outcome of the suggested study?
- How will the research outcomes be implemented and what transformative insights or innovations could emerge when they are implemented?
The purpose of this section is to reflect upon gaps or understudied topics of the existing literature and explain how your proposed research contributes to a new understanding of the research problem should the study be conducted as proposed.
G. Compliance with Ethical Principles
Ethical guidelines are meant to accomplish three objectives, namely, “to protect intellectual property rights, to protect the rights and welfare of research participants, and to ensure the accuracy of scientific knowledge" Another major ethical principle is to promote the need to ensure the accuracy of scientific knowledge.
H. Budget
Be sure to verify what type of costs the funding agency or institution will agree to cover, and only include relevant items in your budget. For every item, include:
- The actual cost present how much money do you need to complete the entire study
- Justification discuss why such budget item is necessary to complete the research
- Source explain how the amount was calculated
Conducting a research project is not the same as buying ingredients when cooking meals. So how do you make a budget when most entries do not have a price tag? To prepare a correct budget, think about:
- Materials Will you need access to any software solutions? Does using a technology tool require installation or training costs?
- Time How much will you need to cover the time spent on your research study? Do you need to take an official leave from your regular work?
- Travel costs Will you need to go to particular places to conduct interviews or gather data? How much must you spend on such trips?
- Assistance Will you hire research assistants for your proposed study? What will they do and how much will you pay them? Will you outsource any other activities (statistical analyses, etc.)?
I. Timetable
The timeline must comprise a series of objectives that should be met to complete all the aspects of your academic research requirements (thesis, dissertation, or other degree requisites), from preliminary research to the final editing. Every step must include an expected completion date.
It should likewise contain a statement of the progress that one has made so far. Other relevant research-related activities should also be included, such as paper presentations (if applicable). Finally, it must be noted that the timeline is not a fixed document—a researcher must update it regularly, when necessary.
J. Conclusion
One of the best ways to conclude your research proposal is by presenting a few of your anticipated outcomes. Upon reaching this final stage, you must disclose the conclusions and arguments that you expect to reach.
What Is Research Design?
What is research design?
Research design is the plan structure and strategy of investigation conceived so as to obtain answers to research questions and to control variance.
Plan is the outline of research scheme.
Structure is the more specific outline.
Strategy specifies the methods to be used.
Research design is the blue-print of research; plan of a house; it lays down the method & procedure for the collection of requisite information
It is the framework of research from the problem identification to the presentation of the research report.
Classification of Research Design.
There are three general types (classification)of research.
1. Exploratory
2. Descriptive
3. Causal / Experimental
The exploratory research is also called qualitative research. While descriptive and experimental research are called quantitative and also conclusive.
Exploratory research seeks to discover new relationships, while conclusive research is designed to help executives choose among various designed possible courses of action.
Exploratory Research (methods)
1. Search of secondary data.
2. Survey of knowledgeable persons
Depth interview
Focus group Interview
Protective techniques
3. Case study
Descriptive research (methods)
1. Case Study
2. Statistical Study
Survey Method
Observational Method
Conclusive / Experimental Research (Method)
Experimentation.
Exploratory Research
- Exploratory Research looks for hypotheses.
Too little is known about consumer reaction to marketing stimuli to permit formulation of sound hypothesis. Hypothesis are tentative answers to questions that serve as guidelines.
- Uses of Exploratory Research
Sales may be declining. Study may be conducted to find the most likely cause - deterioration in quality, increased competition, inadequate or ineffective advertising, lack of efficient salesmen etc.
As the no of opportunities or possible problems may be large, exploratory research is useful to find the most likely alternatives which are turned into hypotheses. It is used to develop most promising hypothesis.
- Study of secondary data / Litrature Review
•Most large companies have accumulated significant libraries of research.
• Report fion research organisations
Basic research reported in professional and trade journals and in government documents.
- Survey of individuals with ideas.
* top executives, sales managers, sales representitive, wholesalers, retailers, consumers o ore with knowledge.
* any imaginative individuals, people with special ability,
respondent must be given greatest possible freedome of response. some times respondants need stimuli to bring out their attitudes and ideas. Various techniques have been developed.
Depth Interviews :
Person who bought Mercedez will not confess that he bought it to feel superior.
-Respondent must be allowed to talk freely
-probing
get respondents to surface reasons for particular decision.
Only individuals with special skills can be used.
They are expensive, interpretations are subjective.
Projective Techniques:
Sentence completion, collage, TAT, ( ambiguous pictures)
Focus-Group Interview:
6 to 12 consumers are brought together to discuss the topic of interest. Discussion is recorded or proceedings are watched from one way glasses. They provide qualitative or subjective.
Evidence about product, emotional and behavioral reactions to ads, life-style relationship, unconscious consumer motivations.
Focus-Group Process (use of moderater or not)
-Selecting samples for for focus groups.
- Six to 12 people in a group has become a rule.
-More than one group is used.
-Problem of how many different groups. to have? how many people in each group? what make of each group?
-Product and brand usage, frequency of purchase may be the base of selection.
-There may be different focus groups for different market segment.
-Some practitioners never have men & women in the same focus group to avoid Performing.
-Strangers feel less inhibited to express their views
-Problems with Focus Groups is of subjectivity.
Projective techniques: On occasion, the interests of the research are best served by obtaining information on respondents' beliefs and feelings indirectly. Projective techniques presume that respondents cannot or will not communicate their feelings and beliefs directly. Instead, respondents are encouraged to respond indirectly by projecting their own feelings and beliefs into the situation as they interpret the behaviour of others. The most common projective techniques are:-
Thematic apperception tests | Respondents are presented with a series of pictures or cartoons in which consumers and products are featured. Participants are asked to study the situation depicted and to comment on what is happening or what might happen next. In this way, respondents are encouraged to project their own feelings and beliefs onto the situation portrayed in the pictures or cartoons. The term thematic apperception test is used because themes (thematic) are elicited based on the perceptual-interpretive (apperception) use of pictures and cartoons. |
Word association | Respondents are presented with a series of words, one at a time, and asked to indicate what word comes immediately to mind. The respondent's response and time to respond are recorded. Elapsed time and associations are the key measures. Word association is commonly used in the testing of brand names. |
Sentence completion | Sentence completion tests are similar to word association. Respondents are asked to conclude a number of incomplete sentences with the first word or phrase that comes to mind. Responses are then analysed for content and meaning. |
Scenario/story completion | Respondents are asked to complete the end of a story or supply the motive for why one or more actors in a story behaved as they did. |
Third person/role playing | Respondents are presented with a visual or verbal situation in which they are asked to relate the feelings and beliefs of a third person - for example, a friend, neighbour, another farmer or ‘typical’ person - to the situation, rather than to directly express their own feeling/beliefs about the situation. In this way the individual reveals his/her own inner most feelings, attitudes and motives. |
- Analysis of selected cases
Cases collected are studied to find
(1) features common to all cases
(2) features common to certain subgroups
(3) features unique to a specific case.
Eg. study of sales forces investigators would be interested in knowing activities common to all, common to certan age groups or education.
Descriptive Research Design
Descriptive studies, as their name implies, are designed to describe something -for example, the characteristics of users of a given product; the degree to which product use varies with income, age, sex, or other characteristics; or the number who saw a specific television commercial.
A majority of marketing studies are of this type. Despite the emphasis on description, it should not be concluded that such studies should be simply fact-gathering expeditions.
