RESEARCH METHODS IN

MANAGEMENT
 Course Contents:
• SECTION -I
• INTRODUCTION TO RESEARCH
METHODS IN MANAGEMENT :
• 1. Meaning, Nature, Scope, Significance,
• uses and limitations.
• 2. Interaction between Management and
• Research.
• 3. Scientific Method and Research
• Process.
• 4. Problem formulation and statement of
• Research objectives.
• SECTION – II
• RESEARCH DESIGN & METHODS OF
• DATA COLLECTION :
• 1. Research Designs – Exploratory Res.
• Descriptive Research, Experimental
• Research designs.
• 2. Basic Methods of Collection of Data;
• Observation and Survey Method.
• 3. Search of Secondary Data.
• 4. Questionnaire Design.
• 5. Attitude Measurement Techniques.
• 6. Administration of Surveys.
• SECTION - III : SAMPLE DESIGN.
• 1. Sampling Concepts- Sampling -
• Different Methods of sampling.
• 2. Sample size decisions.
• SECTION - IV : DATA ANALYSIS.
• 1. Data processing- Editing, Coding,
• Classification, Tabulation, and Cross
• Tabulation.
 2. Techniques of Data Analysis
3. Hypothesis Testing.
4. Tests of significance and analysis of
associations.
5. Advanced Techniques for data analysis.
SECTION - V :INTERPRETATION AND
REPORT WRITING:
1. Meaning of Interpretation.
2. Significance of Report Writing.
• 3. Layout of the Research Report
(contents or chapters)
• 4. Precautions for Writing Research
• Reports.
• 5. Research Applications
• In addition to above, there will be
appropriate number of sessions for survey
purpose.
 REFERENCES:
• 1. Kothari C.R., Research Methodology,
New Age International Publishers, New
Delhi, 2009 edition.
• 2. Choudhary C.M., Research
Methodology, RBSA Publishers, Jaipur.
• 3. Rajendra Nargundkar, “ Marketing
Research – Texts and Cases”- Tata
McGraw Hill Publishing Co. Ltd. 2002.
• 4. Aaker Kumar, Dey “Marketing
Research” , Seventh Edition, John Wiley
and Sons Inc.
• 5. Cooper Schindler – “Business
Research Methods”, Sixth Edition, Tata
McGraw Hill.
• 6. Boyd, Westfall, Stasch, “Marketing
Research, Text and Cases” Seventh
Edition , AITBS, New Delhi, 1996.
• 7. Luck-Rubin, “Marketing Research”,
Sixth Edition, Prentice Hall of India, Tull &
Hawkins, Fifth edition, Maxwell
Machmillan International.
• 8. Richard I. Levin, David S. Rubin,
“Statistics for Management”, Prentice Hall,
India.
• INTRODUCTION TO RESEARCH
METHODS IN MANAGEMENT.

• 1. MEANING & DEFINITION OF

• RESEARCH.
• 2. NATURE OF RESEARCH.
• 3. USE OF RESEARCH.
• 4. LIMITATIONS IN RESEARCH.
 MEANING OF RESEARCH:

• - Research in general refers to a search

for knowledge.
• - Finding solution to a problem is a
research.
• - Research is an Art of scientific
investigation.
 DEFINITIONS BY AUTHORS:

• 1. As per Webster’s Dictionary:

• “ A careful critical inquiry or

examination in seeking facts for
principles, careful investigation in
order to ascertain something”.
• 2. As per Advanced Learner’s Dictionary
of Current English:--

“ A careful investigation or inquiry

specially through search for new
facts in any branch of knowledge.”
• 3. As per Redmon and Mory:

“Systematized effort to gain new

knowledge is known as research.”
• Research always starts with a question or
a problem.
• Its purpose is to find answers to questions
through the application of the scientific
method.
• It is a systematic and intensive study
directed towards a more complete
knowledge of the subject studied.
• Research is based on some facts or on
problems.
• For doing research collection of data and
processing of data is done to know the
results.
• The search for knowledge through
objective and systematic method of finding
solution to a problem is called Research.
• Research can be classified into two broad
categories:
• (1) Basic Research, and
• (2) Applied Research.
• Basic research is sometimes called
‘fundamental’ research or ‘theoretical’
research, or ‘pure’ research.
• Applied Research, which is also called
‘decisional’ research, on the other hand,
proceeds with a certain problem and it
specifies alternative solutions and the
possible outcomes of each alternative.
 SALIENT FEATURES OF
RESEARCH:
• (1) objective of Research:
• The objective or purpose of any
research is to find out facts. On the
basis of facts inferences (conclusions)
are drawn. Ultimately the real situation
is known through Research.
• (2) Reliability and Validity:
• Truth is the foundation of
Research. This can be established on
• the basis of facts and evidence. Evidence
is based on sufficient and reliable data.
The reliability and validity can be attained
when the error of sampling is minimized.
• (3) Verification of Data:-
• Any conclusion drawn by a Researcher
is subject to the quality of verification.
• Verification pre-supposes the
phenomenon of research being observed
and measured.
• If a research is not based on
observation and measurement, the
verification of data will not be possible and
inferences (or conclusions) or findings
drawn from such studies will not serve the
purpose.
• (4). Accuracy:-
• In any type of research study, census
or sampling methods are used.
Researcher or Investigator should be well-
versed with the techniques/methods used
for collecting information or data.
• Complete accuracy can be attained
when standard tools are used for
collecting, recording and analyzing the
• Information or data.
• (5) Impartiality:
• If the data are partial, it will lead to a
wrong information with wrong result.
• Thus, a research should be impartial
while collecting data. Partiality leads to
wrong information and it fails to give fruitful
results to the Investigator/Researcher.
• (6) Scientific Approach:
• Traditional (old) culture of research
was different as compared with today’s
modern or scientific research.
• Today, scientific methods are used
in research to attain reliable results or
findings.
• (7) Recording and Reporting:
• Every term used in research should
• Be well defined. Every procedure should
also be described in detail. Any limiting
factor should also be mentioned and taken
into account. Various references used
(i.e. Books, periodicals, journals, Articles,
web-site etc.) in research should be
carefully and systematically
documented/recorded. Results of
research should be properly recorded.
• Conclusions and generalizations
should be drawn with due care with the
limitations of Methodology and data
available for research.
• All these data can be used as a source
of investigation for further research, in
future.
 TYPES OF RERSEARCH:
• 1. Descriptive and Analytical Research
• 2. Applied and Fundamental Research
• 3. Qualitative & Quantitative Research
• 4. Conceptual and Empirical Research
• 5. Survey and Evaluation Research
• 6. Other types of Research.
 DESCRIPTIVE vs. ANALYTICAL
RESEARCH
• Descriptive Research includes Surveys
and Fact-finding enquiries of different
kinds.
• The purpose of DR is to know the present
state of affiars as it exists at present.
• The main characteristic of this method is
that the researcher has no control over the
variables.
• Researcher can report- what has
happened or what is happening.
• Examples: (i) Frequency of shopping;
• (ii) Preferences of people.
• Method of Descriptive Research is Survey
methods (all methods of surveys).
• - Survey may be for comparison of two
items.
• - Survey may be for correlation between
two items.
• Example:- Age group of MBA students of
Two Institutions.
• Age group of Male or Female students in
one Institution.
• In Analytical Research, the researcher has
to use facts or information which is already
available with him and he has to analyze
• those facts (or data) or information to
make a critical evaluation of the material.
• Example: There are 60 students in
PGDBM. Facts available is about their
qualification i.e.
B.Com./B.Sc./B.V.Sc,/B.A./B.E./B.Pharm.
• Researcher can analyze these data as
under:-
• Stream No. Ist IInd Percentage

• 1. B.Com. 30 25 5 50%
• 2. B,Sc. 23 20 3 39%
• 3. B.V.Sc. 2 1 1 3%
• 4. B. Pharm. 1 1 - 2%
• 5. B.E. 2 2 - 3%
• 6. B.A. 2 2 - 3%
• ----------------------------------------------------
• 60 51 9 100
• ----------------------------------------------------
 2. APPLIED vs. FUNDAMENTAL
RESEARCH
• Applied Research means action research.
Fundamental Research means basic or
pure research.
• Applied research aims at finding a solution
for an immediate problem facing a society
or an industries/business organization.
• Fundamental research is mainly
concerned with generalizations or with
formulation of a theory.
• Collecting data for knowledge is pure
research.
• Example: Going to Bharatpur at Ghana
Bird’s Century. Observing and collecting
data on different types of Birds, their size,
Shape, colour, habits, nest, taking photo
etc. is known as fundamental research.
Differentiating between Local & migrated
Birds.
• Research concerning some natural
phenomenon is known as fundamental
research.
• Other examples can be:
• - (i) Human Behaviour
• - (ii) Human Habits
• - (iii) Human Psychology
• - (iv) Human Priorities.
• Applied Research:
• Where research is connected with
Economic, Social, Political ,Business
problem and certain solution to the
problem is done, it is known as Applied
Research.
• The aim of applied research is to
discover a solution for some pressing
practical problem.
 Examples:

• (i) Liking of people about a particular

Newspaper - Rajasthan Patrika
• - Dainik Bhasker
• - Dainik Navjoyti
• - Navbharat Times
• (ii) Liking of Society about some
consumer products :
• (i) Maggi – Nuddles
• (ii) Shoe Company: Bata, Rebook, CSC,
• (iii) Motor Cycle : Suzuki, Rajdoot, Yezdi,
• Splender, Bullet etc.
• (iv) Ghee/Butter : Saras, Amul, Anik,
• Krishna, Mohan, etc.
• (v) Political Party : Congress, BJP, DMK,
• JD, Lok Dal, others.
• Liking of consumer products may be :
• - About Quality,
• - Size,
• - Price/Cost
• - Taste/Flavour
• - Packaging
• - Comfort etc.
 3. QUANTITATIVE vs.
QUALITATIVE RESEARCH
• Quantitative Research is based on the
number or measurement of quantity or
amount. It can be expressed in terms of
quantity say 10,20,50,100,1000 and so on.
• Qualitative Research is concerned with
quality phenomenon. Research study
relating to Quality or kind of Material is
known as Qualitative Research.
• Quality may indicate
• Desires, Motives, Opinion, or Attitude.
• QR also study the reasons for Human
Behaviour and liking and dis-likings have
reasons for it.
• Thus, QR is also known as Motivational
Research.
• How people feel or what they think about a
particular subject or institution is also a
qualitative research.
• Example: There are many Management
Education Institutions and
• - What do you think about IRM
• - What do you compare about IRM with others.
• - How do you rate IRM with other Institutions.
• People think about quality of the subject
matter.
• It may be a product or may be an
Institution.
• Here, the Behaviour of Consumer is
reflected. So the Human Behivour is
directly connected with quality of things.
• People have liking and disliking about a
particular thing.
• Due care is required to be taken in
Qualitative Research.
• 4. CONCEPTUAL vs. EMPIRICAL
RESEARCH:
• Conceptual research is based on
some theory which is existing and is in
practice. So whatever theory is existing –
further research is done to know new
concepts in it.
• Re-interpretation on existing theory is
made under Conceptual Research.
• Empirical Research is based on
Experiments or observation or
experiencing something. It is data-based
research, with conclusions which are
capable of being verified by observation or
by experiments.
• For Example: Concept & Theory says
that Maruti 800 Car can run at a speed of
120 km/hour.
• By using the Car on experimental basis or
test basis, the speed can be observed and
verified or further improvement can be
done by changing the mechanism or
change in fuel combination.
 5. OTHER TYPES OF
RESEARCH:
• (a) Laboratory Research (For testing
something.
• (b) Diagnostic Research (to know
causes/investigating the reasons).
• (c) Historical Research (Documents,
structure etc. or ideas of the past.
 RESEARCH APPROACHES:
• There are different approaches or
methods of doing research. There are
Two Basic Approaches in Research:
• (A) Quantitative Approach.
• (B) Qualitative Approach
• (A) QUANTITATIVE APPROACH:
• (i) It involves generation of Data in
quantitative form. Data can be analysed in
various form.
• (ii) Characteristics of data & their
relationship of population is find out.
• (iii) Generally, in Quantitative Research
– Survey is done & sample of population is
studied.
• (iv) Literacy level, Average number of
persons in a family are quantitative.
• (iv) Survey can be done through
questionnaire/Observation method.
• (B) QUALITATIVE APPROACH:
• Qualitative approach of Research is
undertaken to know :-
• (a) Attitude of population (about use of
some product);
• (b) Opinion of population (about any
political party or group of people);
• (c) Behaviour of population (about some
product/thing).
• In all above approaches interview or depth
interview of a focus-group (identified
persons) is taken.
• SIGNIFICANCE OF RESEARCH:
• Significance means importance or
usefulness of research.
• Why Research ? Or
• What is the use of Research?
• The Answer is –
• Research is used to solve the problems in
the Society/Business/Govt. Organization.
• By the use of Research operational
problems of Business/Govt. is solved.
• Research helps in forming Economic
Policy for both – Govt. and in Business.
• Needs & Desires of the people are known
through Survey and Research. Then,
Govt. look at the availability of
Resources/Revenues/Revenues to meet
the needs of the people.
• NEEDS MAY BE :
• -Availability of Buses on a particular rout.
• -Availability of Food-grains for public.
• - Need of Road, Water Supply by Govt.
• - Need of Market in the Colonies (HB).
• - Need of Dairy Booth for Milk Supply.
• - Need of School/College/ Tech.Edu.Ins.
• - Any other need of Public/Business.
• For all above needs, the Govt. sees the
availability of things/funds.
• The cost of needs is assessed.
• Probable income/revenue generation is
looked into.
• Through Research, alternative policies can
be decided that which activity/need will be
fulfilled by whom i.e. by Govt. or by Private
People or under Public-Private-
Partnership (PPP).
• For Example: To run Roadways/Hospitals
• Economic Activities are undertaken by Govt. on
the basis of Surveys & decisions are taken by
Govt. for Public interest.
• Like wise for Business activities, Govt. allows to
business people to do an Economic Activity.
• For Example: (i) Procurement of Food-grain:
• -50% is done by Govt./Govt. Agencies &
• -50% is done by Private Business people
• (ii) Construction of Houses:
• - 50% is done by Govt. Agencies;
• Housing Boards, HUDCO,UIT/JDA
• DRDA or Gram Panchyat etc.
• - 50% is done by Private Builders or
• Cooperative Societies.
• (iii) Educational Institutions:
• - Govt. & Private both are doing.
• (iv) Generation of Electricity & Distribution
• to public:
• -Both Govt. and Private Sector is doing.
• - For other activities also the Govt. and
Private sector is engaged in all types of
Economic Activities for public. The needs
are identified through Research i.e.
survey method.
• Research has its special significance in
solving various operational and planning
problems of Business and Industry.
• MARKET RESEARCH is done for:-
• - For Development of Market,
• - For Business Decisions,
• - For Policy Formulation for purchase,
• production and sales.
• Social relationship and Problem include :-
• (a) Study of Child Care & Development
especially in Rural or Backward areas.
• (b) Study of Mother & Child Care
(especially for pregnant lady and infant).
• (c) Health Care and Nutritional Diet in
Rural area.
• (d) Primary Education in Rural Area.
• (e) Livelihood generation activities
• IMPORTANCE OF RESEARCH:
• 1. Research is important in solving
operational problems of Govt. as well as
that of Business Houses.
• 2. Research plays an important role in
framing Economic Policy of the Country
which may be related to :-
• - (a) Agricultural Production.
• - (b) Price Policy of Commidities.
• -(c) Distribution of Essential Commodities
• -(d) Import-Export Policy.
• -(e) Industrial Policy.
• -(f) Economic Reforms through
• Privatization.
• -(g) Public and Private Participation Policy
• -(h) Employment Perspective (areas)
• -(i) Poverty Reduction Programme.
• -(j) Taxation Policy.
• 3. Research gives basis to Govt. for taking
decision for development of Big and small
Industries, Farming Development, Size of
Defence Services (increasing number of
Soldiers etc.),or any important area of
Development.
• 4. Market Research gives information to
Business and Industry to take decisions
for production & Sales i.e. Market
Behaviour (about liking & disliking of
Product).
• 5. Research provides information (various
factors) related to Future Demand of a
product in Business.
• 6. Business Research shows – Need of
change in Budgting, affecting Profit & Loss
based on Sales estimates.
• 7. Business Research gives information
regarding forecasting of Sales of a product
or services.
• 8. Research is important for Social
Scientists in studying relationships &
seeking answers to various Social
• Problems.
• 9. Research is important for Ph.D.
students or Research Scholars or students
of Management.
• 10. Research is important for
Philosophers, and thinkers for writing new
ideas & insights for public.
• 11. Scientific Research is important for
development of Nation all areas.
• Thus, Research is the fountain of
knowledge for the sake of knowledge to
solve different business/Governmental and
Social Problems.

• DIFFERENCE BETWEEN Research

Methods (or techniques) and Research
Methodology:
• (7)