Research Methodology

SYLLABUS
1)Relevance & Scope of Research in Management. 2) Steps involved in the Research process 3) Identification to Research Problem 4) Identification & Types of research variables. 5) Research Design.
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SYLLABUS
6) Data collection methodology, primary data collection method / measurement techniquesCharacteristics of measurement techniques reliability, validity etc. - Secondary Data Collection method - Library Research, References - bibliography, Abstract etc. 7) Analysis techniques - qualitative & quantitative analysis techniques - Techniques of testing hypothesis - Chi-square, T-test, Correlation & Regression, Analysis of variance etc. - Making choice of an appropriate analysis technique.
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SYLLABUS
8) Research Report writing. 9) Computer aided Research Methodology

References: C.R. Kothari- Research Methodology Donald Cooper & Pamela SchindlerBusiness research Methods Malhotra- Marketing Research- An applied Orientation

DEFINING RESEARCH
What is research? Systematised effort to gain knowledge- Redman and Mory. Research is a process of manipulation of things, concepts or symbols for the purpose of generalizing to extend, correct or verify knowledge, whether that knowledge aids in the construction of theory or in the practice of an art- Slesinger and Stephenson in Encyclopedia of Social Sciences
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DEFINING RESEARCH
Research comprises the following: Defining and redefining the problem Formulating hypothesis Collecting, organizing and evaluating data Making deductions and reaching conclusions Carefully testing the conclusions to determine whether they fit the hypothesis
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Defining Research Methodology

Methodology means the systematic study of the methods, principles, procedures and rules applied within a discipline Hence research methodology

Significance /Relevance for management

Why should managers study research Methodology? Business research is a systematic enquiry that provides information to guide managerial decisions. It is a process of planning, acquiring, analysing and disseminating relevant data and insights to decision makers, leading to appropriate actions, which, in turn, maximise business performance.
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Significance /Relevance for management

Changing approach to business- from gut feeling and anecdotal evidence to qualitative- to quantitative Relevant whether large commercial ventures, public agencies, non profits, small businesses or individual entrepreneurs

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Significance /Relevance for management

Significant in solving various operational and planning problems of business and industry Market research (investigation of the structure and development of market) Important for formulating policies for purchase, production and sales

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Significance /Relevance for management

Motivational research studies consumers motives in their purchase behavior (Consumer behavior) Operations research refers to the application of mathematical, logical and analytical techniques to the solution of business problems of optimization of resource use, cost minimization and profit maximization.
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Significance /Relevance for management

Aid to Informed decision making Helps identify problem areas Aid to forecasting Helps business budgeting Tool for efficient production and investment decision making Optimal utilisation of resources Basis for innovation
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Significance /Relevance for management

Managers need research to measure and compare the ROI on various strategies. Helps in a better understanding of employees, stockholders and customers

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Factors Aiding Business Research

Developments Aiding Business Research Competition local, domestic and global More complex business organisations Stakeholders demanding greater role Growth of Internet Growth of technology and greater computing power Advanced Analytical techniques
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Objectives of Research
Objectives: 1. To gain familiarity with a certain phenomenon or gain new insights (Exploratory research) 2. To portray accurately the characteristics of a particular individual, group or situation. (Descriptive) 3. To see the frequency with which some phenomenon is associated with something else (Diagnostic) 4. Hypothesis of causal relationship between variables (Hypothesis-testing)
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Criteria Of Good Research

1. Purpose should be clearly defined. 2. Research Process (source of data etc) should be described in sufficient detailexcept when secrecy is required-This will help verify, correct and extend knowledge, keeping the continuity of what has already been achieved.

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3. Design (Sampling, questionnaire, observation etc) should be thoroughly planned so as to yield objective results. 4. High ethical standards -from misusing information , to forcing respondents to answering questions to animal rights and human dignity- Dilemma 5. Limitations should be frankly revealed (e-g., flaws in design) so that the decision maker is made aware.
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Criteria Of Good Research

6. Analysis of data should be adequate and methods of analysis appropriate. Should check for reliability and validity, and probability of error 7.Unambiguous presentation 8. Conclusions should be confined to those justified by the data of the research.
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Criteria Of Good Research

Good research is systematic- structured with specified steps taken in specified sequence in accordance with well-defined rules Good research is logical: logical reasoning makes research more meaningful in the context of decision making Good research is empirical: dealing with concrete data that provides the basis for external validity to research results. Good research is replicable
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Role Play for Research Team

You are the research team of a flourishing shampoo brand in metros. Your manager wants to extend it to rural areas. He has 2 alternatives: i) Launch line extensions of current shampoo brand (a variant with the same brand name) ii) Re-position your brand Each alternative has its pluses and minuses. How will your team go about this research to aid the manager?
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Real Research- Reviving an Ailing Giant

In early 1980s DaimlerChrisler was struggling for survival. Iacocca, a senior manager and Sperlich, a designer used marketing research to identify a need- better family transportation. Focus groups, mall intercepts and mail surveys suggested that consumers wanted a van that handled like a car. People were not looking for a workhorse vehicle but a reliable, spacious and convenient mode of transport.
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Real Research
Chrysler designed its product around the consumer rather than the internal perception of the organisation. It developed a strong linkage between the consumer problem and product solution. The company continued to rely on market research to develop targeted products.

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Real Research
Gradually in 2001 it added a poweroperated rear liftgate for its minivans to aid shorter drivers. In 2002, power-operated sliding doors were added. Additional Safety and money saving features were added based on research. (Malhotra, p13)
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Personal: 1. Relevance 2. Steps 3. Identification of research ProblemClass room work to identify and the steps 4.Types of variables, RD, data collection

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