Business Research Methodology-Introduction to research and Research Process

8/13/2019 Business Research Methodology-Introduction to research and Research Process

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Chapter 1&2


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Topics Covered

Introduction to Research:

Decision making process

Meaning & definition of Research

Relevance and significance of Research in

business

Types of ResearchResearch problems

Evolution of ResearchOverview of Researchmethodology

Research Process: IntroductionTheoretical

FrameworkResearch Hypotheses


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Decision Making Process

Problem/Opportunity Identification

Problem/Opportunity Selection

Problem/Opportunity Resolution Implement the course of action


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Role of BRM in decision making

process

Problem/Opportunity Identification


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process

Problem/Opportunity Selection


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process

Problem/Opportunity Resolution


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process

Implement the course of action


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Research

Research is an ORGANIZED and

SYSTEMATIC way of FINDING

ANSWERS to QUESTIONS.


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Research

ORGANIZEDin that there is a structure or

method in going about doing research. It is

a planned procedure, not a spontaneous

one. It is focused and limited to a specificscope.


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Research

SYSTEMATICbecause there is a definite

set of procedures and steps which you will

follow. There are certain things in the

research process which are always done

in order to get the most accurate results.


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Research

FINDING ANSWERSis the end of all

research. Whether it is the answer to a

hypothesis or even a simple question,

research is successful when we findanswers. Sometimes the answer is no, but

it is still an answer.


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Research

QUESTIONSare central to research. If

there is no question, then the answer is of

no use. Research is focused on relevant,

useful, and important questions. Without aquestion, research has no focus, drive, or

purpose.

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Types of Research

Basic & Applied

Marketing Research,Operations,HR etc

Exploratory Research, DescriptiveResearch, Causal Research, Experimental

research

Qualitative Research and QuantitativeResearch

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Types of Research Exploratory Research (huh?)

Designed to generate basic knowledge, clarify relevantissues uncover variables associated with a problem, uncoverinformation needs, and/or define alternatives for addressingresearch objectives.

A very flexible, open-ended process.

Descriptive Research (who, what, where, how) Designed to provide further insight into the research problem

by describing the variables of interest.

Can be used for profiling, defining, segmentation, estimating,predicting, and examining associative relationships.

Causal Research (If-then) Designed to provide information on potential cause-and-

effect relationships.

Most practical in marketing to talk about associations orimpact of one variable on another.

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Experimental Research

There are many different types of "experiments."

All experimental research, however, has several

elements in common.

One of the most obvious is the division of thesubjects into groups (control, experimental, etc.).

Another is the use of a "treatment" (usually the

independent variable) which is introduced into

the research context or manipulated by theresearcher.

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Experimental Research

In contrast to qualitative research, virtually

all experiments are designed to test

hypotheses.

Its highly analytical.

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Qualitative & Quantitative

Research

Qualitativeresearch allows to explore

perceptions, attitudes and motivations

and to understand how they are formed. It

provides depth of information which canbe used in its own right or to determine

what attributes will subsequently be

measured in quantitative studies

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Qualitative & Quantitative

Research

Quantitativeresearch is descriptiveand

provides hard data on the numbers of

people exhibiting certain behaviors,

attitudes, etc.

It provides information in breadth and

depthand allows sample large numbers

of the population.

Its highly data-intensive and mathematical

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A Cl ifi ti f M k ti


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A Classification of Marketing

Research

Marketing Research

ProblemIdentification Research

Problem Solving

Research

Market Potential Research

Market Share ResearchMarket Characteristics ResearchSales Analysis ResearchForecasting Research

Business Trends Research

Segmentation ResearchProduct Research

Promotion Research

Distribution Research

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Marketing Research Suppliers &

Services

LIMITED SERVICE

Branded

Products

and Services

Data

Analysis

ServicesAnalytical

Services

Coding and

Data Entry

Services

Field

Services

FULL SERVICE

Syndicate

Services

Standardized

Services

Customize

d

Services

Internet

Services

RESEARCH

SUPPLIERSEXTERNAL

INTERNAL

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Selected Marketing Research

Career DescriptionsVice-President of Marketing Research: The senior position in

marketing research. The vice president (VP) is responsible for the

entire marketing research operation of the company and serves

on the top management team. This person sets the objectives and

goals of the marketing research department.

Research Director: Also a senior position. The research director hasthe general responsibility for the development and execution of all

the marketing research projects.

Assistant Director of Research: Serves as an administrative assistant

to the director and supervises some of the other marketing

research staff members.(Senior) Project Manager: Has overall responsibility for design,

implementation, and management of research projects.

Statistician/Data Processing Specialist: Serves as an expert on

theory and application of statistical techniques. Responsibilities

include experimental design, data processing, and analysis.

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Analyst Handles details in execution of

project

Designs & pretests questionnaires

Conducts preliminary analysis ofdata

Junior Analyst Secondary data analysis

Edits and codes questionnaires

Conducts preliminary analysis of data

Fieldwork Director Handles selection, training,

supervision, and evaluation of

interviewers and field workers

Senior Analyst Participates in the development of projects

Carries out execution of assigned projects

Coordinates the efforts of analyst, junior analyst, & other personnel in the

development of research design and data collection

Prepares final report

Statistician/Data Processing Serves as expert on theory and

application on statistical techniques

Oversees experimental design, data

processing, and analysis

Selected Marketing Research Career Descriptions

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Careers in Marketing Research

Career opportunities are available with marketing researchfirms (e.g., AC Nielsen, Burke, Inc., M/A/R/C)

Careers in business and non-business firms and agencies

with in-house marketing research departments (e.g., Procter& Gamble, Coca-Cola, AT & T, the Federal TradeCommission, United States Census Bureau)

Advertising agencies (e.g., BBDO International, Ogilvy &

Mather, J. Walter Thompson, Young & Rubicam)

Positions: vice president of marketing research, researchdirector, assistant director of research, project manager, fieldwork director, statistician/data processing specialist, senior

analyst, analyst, junior analyst, and operational supervisor.

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Research Process

Step 1: Problem Definition

Step 2: Development of an Approach to the

Problem

Step 3: Research Design Formulation

Step 4: Fieldwork or Data Collection

Step 5: Data Preparation and AnalysisStep 6: Report Preparation and Presentation

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Overview of Research

Methodology

1) The Process of Defining the Problem and

Developing an Approach

2) Tasks involved in Problem Definition

i. Discussions with Decision Makers

ii. Interviews with Industry Experts

iii. Secondary Data Analysis

iv. Qualitative Research

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Methodology

3) Environmental Context of the Problem

i. Past Information and Forecasts

ii. Resources and Constraints

iii. Objectives

iv. Buyer Behavior

v. Legal Environment

vi. Economic Environment

vii. Marketing and Technological Skills

4) Management Decision Problem and

Research Problem

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Methodology5) Defining the Research Problem

6) Components of an Approach

i. Objective / Theoretical Foundations

ii. Analytical Modeliii. Research Questions

iv. Hypothesis

v. Specification of Information Needed

7) Fieldwork or Data collection, data preparation andAnalysis and solution

8) Report Preparation and Presentation

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The Problem Definition Process

DiscussionwithDecision Maker(s)

InterviewswithExperts

SecondaryDataAnalysis

QualitativeResearch

Management Decision Problem

Research Problem

Tasks Involved

Environmental Context of the Problem

Step I: Problem Definition

Step II: Approach to the Problem

Objective/TheoreticalFoundations

ResearchQuestions

Hypotheses

Step III: Research Design

Analytical

Model: Verbal,

Graphical,

Mathematical

Specification

of

Information

Needed

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Discussions with Decision Makers

Interviews with Industry Experts Secondary Data Analysis

Qualitative Research

Tasks Involved in Problem

Definition

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The Problem Audit

The problem audit is a comprehensive examination of a

business problem with the purpose of understanding its origin

and nature.

1. The events that led to the decision that action is

needed, or the history of the problem.

2. The alternative courses of action available to the DM.

3. The criteria that will be used to evaluate the alternative

courses of action.

4. The potential actions that are likely to be suggested

based on the research findings.5. The information that is needed to answer the DM's

questions.

6. The manner in which the DM will use each item of

information in making the decision.

7. The corporate culture as it relates to decision making.

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The Seven Cs of Interaction

The interaction between the DM and the

researcher should be characterized by

the seven Cs:

1. Communication

2. Cooperation

3. Confidence

4. Candor

5. Closeness

6. Continuity

7. Creativity

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Factors to be Considered in the

Environmental Context of the Problem

PAST INFORMATION AND FORECASTS

RESOURCES AND CONSTRAINTS

OBJECTIVES

BUYER BEHAVIOR

LEGAL ENVIROMENT

ECONOMIC ENVIROMENT

MARKETING AND TECHNOLOGICAL

SKILLS

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Management Decision Problem Vs.

Marketing Research ProblemManagement Decision Problem Research Problem

Should a new product be To determine consumer preferences

introduced? and purchase intentions for the

proposed new product.

Should the advertising To determine the effectiveness

campaign be changed? of the current advertising

campaign.

Should the price of the To determine the price elasticity

brand be increased? of demand and the impact on sales

and profits of various levels

of price changes.

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Proper Definition of the Research

Problem

Research Problem

Broad Statement

Specific Components

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Components of an Approach

Objective/Theoretical Foundations

Analytical Model Research Questions

Hypotheses

Specification of the Information Needed

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The Role of Theory in Applied


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The Role of Theory in Applied

Research

Research Task Role of Theory1. Conceptualizing

and identifying

key variables

Provides a conceptual foundation and understanding of the basic processes

underlying the problem situation. These processes will suggest key dependent

and independent variables.

2. Operationalizing

key variables

Theoretical constructs (variables) can suggest independent and dependent

variables naturally occurring in the real world.

3. Selecting a

research design

Causal or associative relationships suggested by the theory may indicate whether

a causal or descriptive design should be adopted.

4. Selecting a

sample

The theoretical framework may be useful in defining the population and

suggesting variables for qualifying respondents, imposing quotas, or stratifying

the population

5. Analyzing and

interpreting data

The theoretical framework (and the models, research questions and hypotheses

based on it) guide the selection of a data analysis strategy and the interpretation

6. Integrating

findings

The findings obtained in the research project can be interpreted in the light of

previous research and integrated with the existing body of knowledge.

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Models

An analytical modelis a set of variables

and their interrelationships designed to

represent, in whole or in part, some real

system or process.

In verbal models, the variables and their

relationships are stated in prose form.Such models may be mere restatements

of the main tenets of a theory.

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Graphical Models

Graphical modelsare visual. They are used to

isolate variables and to suggest directions of

relationships but are not designed to provide

numerical results. Awareness

Understanding: Evaluation

Preference

Patronage

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Mathematical modelsexplicitly specify the

relationships among variables, usually in

equation form.

Where

y = degree of preference

= model parameters to be estimated

statistically

Mathematical Models

n

iiixaay

1

0

aa i,0

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Development of Research

Questions and Hypotheses

Components of the

Research Questions

Hypotheses

Objective/TheoreticalFramework

AnalyticalModel

Marketing Research Problem

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R h Q ti d


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Research Questions and

Hypotheses Research questions(RQs) are refined

statements of the specific components of

the problem.

A hypothesis(H) is an unproven

statement or proposition about a factor or

phenomenon that is of interest to the

researcher. Often, a hypothesis is apossible answer to the research question.

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At United, Food is Uniting the Airline

with Travelers

United Airlines, as other major airlines, had to deal withpassenger loyalty(management decision problem: how

to attract more and more loyal passengers). The broadresearch problemwas to identify the factors that

influence loyalty of airline travelers.

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The basic answer is to improve service. Exploratoryresearch, theoretical framework, and empirical evidencerevealed that the consumers choice of an airline isinfluenced by: safety, price of the ticket, frequent-flyerprogram, convenience of scheduling, and brand name.


with Travelers

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At United Food is Uniting the Airline


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A graphical model stipulated thatconsumers evaluate competing airlinesbased on factors of the choice criteria to

select a preferred airline. The problem wasthat major airlines were quite similar onthese factors. Indeed, "airlines offer thesame schedules, the same service, and thesame fares. Consequently, United Airlines

had to find a way to differentiate itself. Foodturned out to be the solution.


with Travelers

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At U it d F d i U iti th Ai li


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Secondary data, like the J. D Power & Associates'

survey on "current and future trends in airline foodindustry," indicated that "food service is a majorcontributor to customers loyalty." This survey alsoemphasized the importance of food brands.


with Travelers

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At U it d F d i U iti th Ai li


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The airline's Marketrak survey told United Airlines that"customers wanted more varied and up-to-date food.

The following research questions and hypotheses may beposed.

RQ1 How important is food for airline customers?

H1: Food is an important factor for airline travelers.

H2: Travelers value branded food.

H3: Travelers prefer larger food portions, but withconsistent quality.

H4: Travelers prefer exotic food.


with Travelers

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Characteristics which influence the research designincluded the identification of competing airlines (Delta,American, etc.), factors of the choice criteria (alreadyidentified), measurement of airline travel, and loyalty.


with Travelers

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This kind of research helped United Airlines to define their marketingresearch problem, and develop the approach. Focus groups and surveyswere conducted to check customers' perceptions of food in UnitedAirlines' aircraft. The results provided support for all the hypotheses (H1to H4). United Airlines then made a few changes: new "culinary menus,"

larger portions of food, new coffee, and branded products (e.g., Godivachocolates). This resulted in better service, increasing customersatisfaction and fostering loyalty.


with Travelers

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Research Sucks !!!!!!!

Sony Walkman, Red Bull

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Business Research Methodology-Introduction to research and Research Process

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