Qualitative Research Design

Prof. R. A. Thakker
M. Tech. (VLSI), PhD (VLSI), IIT Bombay
Ex-Principal, Govt. Engg. College – Rajkot
spfuipr@gmail.com
Enrollment-RM-QRD.pptx

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Qualitative + Research Design

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Qualitative
• Refers to quality of something rather than its quantity.
• Describing the quality of something in size, appearance, value, etc.
• Qualitative data are categorical and unique to one individual.
• Qualitative data is descriptive and conceptual. Qualitative data can be
categorized based on traits and characteristics.
• Examples of qualitative data include sex (male or female), name, state
of origin, citizenship, colour of the object, etc.

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Quantitative
• Relating to, measuring, or measured by the quantity of something
rather than its quality.
• Quantitative data can be counted, measured, and expressed using
numbers.
• Some examples of quantitative data are your height, your shoe size,
and the length of your fingernails.

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Research Design
• The research design refers to the overall strategy chosen
• To integrate the different components of the study in a coherent (consistent)
and logical way to effectively address the research problem.
• It constitutes the blueprint for the collection, measurement, and
analysis of data.

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Outline
• Need of Qualitative Research Design in Engineering
• Qualitative Research Design Examples
• Engineering
• Non-Engineering
• Management
• Research Design
• Types of Research Design
• Questions asked in Research Design
• Parts and Features of Research Design
• Qualitative Research Design
• Introduction
• Methods
• Characteristics
• Analysis
• Collection
• Market Research v/s Marketing Research
• Failure of IT Projects
• Case Study

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Qualitative Methods for Engineering Systems
Zoe Szajnfarber and Erica Gralla
Engineering Management and Systems Engineering
The George Washington University
Washington, DC

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Need of Qualitative Research Design in
Engineering
• Historically, systems engineering research has been primarily focused
on developing tools and methodologies to support the effective
development and operation of complex technical systems.
• These tools tended to be highly quantitative in nature.
• In recent years, however, the focus has shifted to a broader view that
seeks to understand both the humans acting in these processes and
the organizational and political contexts that constrain and enable
them.

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Need of Qualitative Research Design in
Engineering
• Now a days, engineering research increasingly focuses on socio-
technical systems, in which human behavior and organizational
context play important roles in system behavior, there is an increasing
need for the insights which qualitative research can provide.
• Qualitative methods, when used well, can allow the researcher to
deal with the messy complexity of human interactions directly
(Langley, 1999; Mintzberg, 1979a) and may be the only way to make
sense of the human and organizational drivers of design and
development.

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Need of Qualitative Research Design in
Engineering
• Within the engineering community, qualitative methods have
struggled to gain credibility, being perceived as less rigorous and
adhoc.
• Systems engineering needs qualitative methods because as systems
grow increasingly complex, and the behavior of human designers,
operators, and users becomes increasingly important in
understanding system behavior, qualitative methods may be the only
way to gain certain kinds of understanding of the system.

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Need of Qualitative Research Design in
Engineering
• Researchers have proposed different stages of research generally
include (1) understanding the system, (2) framing hypotheses
(proposed explanation made on the basis of limited evidence as a
starting point for further investigation) and relationships, (3)
evaluating or testing the hypotheses, and (4) validating or extending
the theory in other contexts
• Qualitative methods are particularly appropriate in (1) understanding
the system, (2) framing hypotheses and relationships and also to
some extent in (4), in which explanations for surprising relationships
are sought or theory is elaborated in other contexts.

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Need of Qualitative Research Design in
Engineering
• Despite their potential value and importance, qualitative methods are
not yet common in systems engineering for several reasons.
• First, qualitative research requires a very different skillset from the
modeling and other methods more familiar to systems engineering
researchers.
• Second, qualitative methods are difficult to learn because the
methods texts are not written for an engineering audience.
• Third, qualitative studies are difficult to publish in systems
engineering journals because the methods are often seen as less
rigorous, and few established researchers are qualified to review
qualitative papers.
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Need of Qualitative Research Design in
Engineering
• Fourth, collaborations with researchers trained in qualitative
methods, such as social scientists, can be difficult for several reasons.
Engineers and social scientists often have very different goals; for
example, they differ on what kinds of theories are useful and where
papers should be published.
• Nevertheless, such collaborations are fruitful because, on the one
hand, social scientists may struggle when studying highly technical
engineering fields because it is necessary to understand engineers’
language and assumptions; on the other hand, many engineers are
not accustomed to thinking about how social and organizational
influences drive behavior.

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 Qualitative Research Methods in
Engineering
Dr Kevin Kelly and Brian Bowe, Dublin Institute of Technology
American Society for Engineering Education, 2011

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Example
• In January 2010, one of the authors began supervising a mature
student who was carrying out a final year thesis for an honours
degree in Electrical Services & Energy Management.
• He initially intended to do a post evaluation case study into the
performances of lighting control systems in three buildings.
• He had access to each building having worked on them before
beginning his thesis in September 2009.
• He intended to gather data about installation costs, lighting energy
data for each building before installation of the controls and so on.

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Example (Continued)
• He then intended to gather data for a period after installation of the
controls, compare the two sets of data, calculate the annual savings,
calculate the payback and estimate value in monetary terms, visual
comfort and savings in carbon emissions.
• This seemed to suggest that a straightforward quantitative study
would be most appropriate.

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Example (Continued)
• However when he returned to the buildings in January 2010 disaster
struck. The lighting controls on two of the buildings had been
disconnected. The research took a different direction to investigate
the reasons behind the disconnection.
• Qualitative study that was judged the best thesis submitted in May
2010
• The researcher carried out semi-structured interviews - Facilities
managers, general managers, lighting/controls designers, caretakers,
and lighting control technical specialists were interviewed.

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Example (Continued)
• Outcomes of data (obtained from interviews) analysis:
• Lack of coordination
• Inadequate user directions (including training, documentation & labelling)
• Wrong specification (controller type)
• User behaviour
• Wrong location of controller
• Poor commissioning
• There were other findings outside of the conceptual framework which
were very insightful. One included the high cost of ongoing
maintenance and the support required for one system.

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Another Example
• Qualitative methods for post occupancy evaluation of buildings: that
is, to find out if building users are satisfied with comfort levels and
the degree of control they have of energy use within a building.
• If energy usage of a building is higher than it should be, then
qualitative methods can be used to investigate user behaviour,
knowledge and attitude.
• A well designed building, services and controls will not function well
from an energy perspective unless user behaviour in this regard is
satisfactory and users are satisfied with the performance of the
system.

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Another Example
• To evaluate energy performance, utility bills and other quantitative
data may be used.
• But if the energy performance of the building is higher than expected
then human factors usually come into play and evidence of the
knowledge, attitude and behaviour of building users may need to be
examined thoroughly. This evidence will be qualitative.
• It is important to note that qualitative and quantitative methods are
not mutually exclusive. They can be complementary to one another
and the qualitative aspect can deepen explanation as well as provide
answers to research questions.

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Observations of Authors
• The research found within engineering programs tends to grounded firmly in the
positivist paradigm (exploring social reality based on studying human behaviour)
with a predominant dependence on the use of quantitative methodologies and
methods.
• Qualitative Research is often about the local rather than the general, and usually
involves human actions and interactions.
• In qualitative research the context is critical because of the myriad of interactions
that occur in different applications and cultures.
• There is also a myriad of qualitative research methodologies that can be
employed, including phenomenology (study of participant’s experience for
phenomenon), phenomenography (empirical study of the different ways in which
people think of the world), ethnography (relating to scientific descriptions people
and culture), case study research and narrative research.
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Observations of Authors
• For example, quantitative studies can show trends and correlations
but they are very often unable to provide explanations or reasons.
However, qualitative studies allow theory to emerge from the data
and hence the richness in explanation.

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Observations of Authors
• Engineering design is very often informed by user requirements or by
user specifications, and qualitative research methods are employed
to ascertain these prior to design and also to evaluate the product
from the user’s perspective post-production.
• Effectively, if the research questions are about what people think or
know or do or how they experience something, then qualitative
methods often offer the best solution.

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Observations of Authors
• Carrying out qualitative research is difficult and the analysis of
qualitative data can be daunting.
• Data collected from interviews can be huge in volume and the
methods of analysis must be carefully considered.
• Various software and methods are available to help the researcher
but the researcher needs to have a thorough understanding of the
analysis method before collecting the data.
• In addition, the wording and the sequencing of the questions can
alter the answers to the questions.

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Observations of Authors
• The term reliability used in quantitative studies is replaced with the
term adequacy in qualitative studies.
• However, adequacy includes both the validity and the transferability
of findings.
• The research methods design (methodology, methods, participants)
must ensure that the research is valid, i.e., the most appropriate
design to answer the research questions.

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Observations of Authors
• Transferability depends on context but the findings are presented in a
way which allows the reader to judge and select which aspects are
appropriate in their own context and to what extent.
• The qualitative study might act as a stimulus to further research by
the reader in some cases or as a catalyst to a change of view or
behaviour.

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Qualitative Methods for Engineering Systems
Zoe Szajnfarber and Erica Gralla
Engineering Management and Systems Engineering
The George Washington University
Washington, DC

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Qualitative Methods for Engineering Systems
• Qualitative methods are used extensively in the management
literature. One management example, of particular interest to
systems engineers, is Vaughan’s analysis of the decision to launch the
Challenger space shuttle (Vaughan, 1990), in which she shows that
the technical causes of the explosion have roots in organizational
norms.
• Qualitative methods are also utilized in operation management. For
example, (Gralla et al., 2016) explained how human logistics
managers solve a complex transportation-planning problem, and
(MacDuffie, 1997) identified effective processes for problem-solving
at auto plants.

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 Qualitative Research Design
(Non-engineering Examples)
https://www.questionpro.com/blog/research-design/

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Qualitative Research Example -1
• For example, consider a convenience store looking to improve its
patronage.
• A systematic observation concludes that the number of men visiting
this store are more.
• One good method to determine why women were not visiting the
store is to conduct an in-depth interview of potential customers in the
category.

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Qualitative Research Example - 1
• For example, on successfully interviewing female customers, visiting
the nearby stores and malls, and selecting them through random
sampling, it was known that the store doesn’t have enough items for
women and so there were fewer women visiting the store, which was
understood only by personally interacting with them and
understanding why they didn’t visit the store, because there were
more male products than female ones.

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Qualitative Research Example - 2
• Let’s take the example of a bookstore owner who is looking for ways
to improve their sales and customer outreach.
• An online community of members who were the loyal patrons of the
bookstore were interviewed and related questions were asked and
the questions were answered by them.
• At the end of the interview, it was realized that most of the books in
the stores were suitable for adults and there were not enough
options for children or teenagers.

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Qualitative Research Example - 2
• By conducting this qualitative research the bookstore owner realized
what the shortcomings were and what were the feelings of the
readers.
• Through this research now the bookstore owner can now keep books
for different age categories and can improve his sales and customer
outreach.
• Such qualitative research method examples can serve as the basis to
indulge in further quantitative research, which provides remedies.

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 Research Design
https://www.questionpro.com/blog/researc
h-design/

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What is Research Design?
• Research design is the framework of research methods and
techniques chosen by a researcher.
• The design allows researchers to hone on research methods that are
suitable for the subject matter and set up their studies up for success.

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Elements of Research Design

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Types of Research Design
• Experimental
• Survey
• Correlational
• Semi-experimental
• Review

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Experimental Research Design
• Experimental research design establishes a relationship between the cause
and effect of a situation.
• It is a causal design (seeks to find relationships between independent and
dependent variables after an action or event has already occurred) where
one observes the impact caused by the independent variable on the
dependent variable.
• Example: Newly invented drug test
• Three Groups of People having symptoms of disease
• Group – 1: High Dosage, Group – 2: Low Dosage, Group – 3 (Control Group): Water
added with Sugar
• Effect observed on all three groups for the disease after providing content as
mentioned above

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Experimental Research Design (Control
Group)
• The control group (sometimes called a comparison group) is used in
an experiment as a way to ensure that your experiment actually
works.
• A typical use of a control group is in an experiment in which the effect
of a treatment is unknown and comparisons between the control
group and the experimental group are used to measure the effect of
the treatment.

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Correlational Research Design
• Correlational research is a non-experimental research design
technique that helps researchers establish a relationship between
two closely connected variables.
• Correlational research is a type of non-experimental research method
in which a researcher measures two variables, understands and
assesses the statistical relationship between them with no influence
from any extraneous variable.
• The correlational study is looking for variables that seem to interact
with each other. When you see one variable changing, you have a fair
idea of how the other variable will change.

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Correlational Research Design (Examples)
https://www.scribbr.com/methodology/correlational-research/
• Literacy (Education) and Crime Rate
• Money and Comfort
• Money and Happiness
Positive Both variables change in As height increases, weight
correlation the same direction also increases
Negative The variables change in As coffee
correlation opposite directions consumption increases, tire
dness decreases
Zero There is no relationship Coffee consumption is not
correlation between the variables correlated with height

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Correlational Research Design (Examples)
https://www.scribbr.com/methodology/correlational-research/
• You think there is a causal relationship between two variables, but it
is impractical or unethical to conduct experimental research that
manipulates one of the variables.
• You hypothesize that passive smoking causes asthma in children. You can’t do
an experiment to test the hypothesis — it would be unethical to deliberately
expose some children to passive smoking. But you can do a correlational
study to find out if children whose parents smoke are more likely to have
asthma than children whose parents don’t smoke.

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Correlational Research Design (Examples)
https://www.scribbr.com/methodology/correlational-research/
• To find out if there is a relationship between vegetarianism and
income, you send out a questionnaire about diet to a sample of
people from different income brackets. You statistically analyze the
responses to determine whether vegetarians generally have higher
incomes.
• To find out if there is a correlation between gender and class
participation, you observe college seminars, note the frequency and
duration of students’ contributions, and categorize them based on
gender. You statistically analyze the data to determine whether men
are more likely to speak up in class than women.

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Correlational Research Design (Examples)
https://www.scribbr.com/methodology/correlational-research/
• To find out if working hours are related to mental health, you use
official national statistics, health records and scientific studies from
several different countries to find data on average working hours and
rates of mental illness. You statistically analyze the data to see if
countries that work fewer hours have better mental health outcomes.
• You find a strong negative correlation between working hours and
mental health: in countries with lower average working hours, people
report better mental health. However, this doesn’t prove that lower
working hours cause an improvement in mental health. There are
many other variables that may influence the relationship, such as
average income, access to mental healthcare, and cultural norms.

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Four Key Characteristics of Research Design
• Neutrality: In research, the term neutrality implies that an inquiry is
free of bias or is separated from the researcher's perspectives,
background, position, or conditioning circumstances. The results
projected in the research design should be free from bias and neutral.

• Reliability (Consistency): With regularly conducted research, the

researcher involved expects similar results every time. Your design
should indicate how to form research questions to ensure the
standard of results. You’ll only be able to reach the expected results if
your design is reliable. Reliability doesn’t ensure validity.

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Four Key Characteristics of Research Design
• Validity (Accuracy): There are multiple measuring tools available.
However, the only correct measuring tools are those which help a
researcher in gauging results according to the objective of the
research. The questionnaire developed from this design will then be
valid. Validity ensures reliability.

• Generalization: The outcome of your design should apply to a

population and not just a restricted sample. A generalized design
implies that your survey can be conducted on any part of a
population with similar accuracy.

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Four Key Characteristics of Research Design –
Example - https://www.scribbr.com/methodology/reliability-vs-validity/
• If a symptom questionnaire results in a reliable diagnosis when
answered at different times and with different doctors, this indicates
that it has high validity as a measurement of the medical condition.

• A group of participants take a test designed to measure working

memory. The results are reliable, but participants’ scores correlate
strongly with their level of reading comprehension. This indicates that
the method might have low validity: the test may be measuring
participants’ reading comprehension instead of their working
memory.

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Questions/Decisions in Research Design
• What is the study about?
• Why is the study being made?
• Where will the study be carried out?
• What type of data is required?
• Where can the required data be found?
• What periods of time will the study include?
• What will be the sample design?
• What techniques of data collection will be used?
• How will the data be analysed?
• In what style will the report be prepared?

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Parts of Research Design
• The sampling design which deals with the method of selecting items
to be observed for a particular research problem
• The observational design which relates to the conditions under which
the observations are to be made
• The statistical design which concerns with the question of how many
items are to be observed and how the information and data gathered
are to be analysed
• The operational design which deals with the techniques by which the
procedures specified in the sampling, statistical and observational
designs can be carried out.
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Important Features of Research Design
• It is a plan that specifies the sources and types of information
relevant to the research problem.
• It is a strategy specifying which approach will be used for gathering
and analysing the data.
• It also includes the time and cost budgets since most studies are done
under these two constraints.
• In brief, research design must, at least, contain—(a) a clear statement
of the research problem; (b) procedures and techniques to be used
for gathering information; (c) the population to be studied; and (d)
methods to be used in processing and analysing data.
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 Qualitative Research Design
https://www.questionpro.com/blog/researc
h-design/

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Qualitative Research
• Qualitative research determines relationships between collected data
and observations based on mathematical calculations.
• Theories related to a naturally existing phenomenon can be proved or
disproved using statistical methods.
• Researchers rely on qualitative research design methods that
conclude “why” a particular theory exists along with “what”
respondents have to say about it.

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Qualitative Research
• Qualitative research is defined as a market research method that
focuses on obtaining data through open-ended and conversational
communication.
• This method is not only about “what” people think but also “why”
they think so.

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Qualitative Research Methods

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Qualitative Research
• Qualitative research is based on the disciplines of social sciences like
psychology, sociology, and anthropology (study of human biological
and physiological characteristics and their evolution).
• Therefore, the qualitative research methods allow for in-depth and
further probing and questioning of respondents based on their
responses; the interviewer/researcher also tries to understand their
motivation and feelings.
• Understanding how your audience takes decisions can help derive
conclusions in market research.

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Types of Qualitative Research Methods
• Qualitative research methods are designed in a manner that help
reveal the behaviour and perception of a target audience with
reference to a particular topic.
• There are different types of qualitative research methods like an in-
depth interview, focus groups, ethnographic (scientific description of
peoples and cultures) research, content analysis, case study research
that are usually used.
• The results of qualitative methods are more descriptive and the
inferences can be drawn quite easily from the data that is obtained.

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Types of Qualitative Research Methods
• Qualitative research methods originated in the social and behavioural
sciences.
• Today our world is more complicated and it is difficult to understand
what people think and perceive.
• Online qualitative research methods make it easier to understand.

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Qualitative Research Methods (One-on-one
Interviews):
• Conducting in-depth interviews is one of the most common
qualitative research methods.
• It is a personal interview that is carried out with one respondent at a
time.
• This is purely a conversational method and invites opportunities to
get details in depth from the respondent.

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Qualitative Research Methods (One-on-one
Interviews):
• One of the advantages of this method; provides a great opportunity
to gather precise data about what people believe and what their
motivations are.
• If the researcher is well experienced asking the right questions, can
help him/her collect meaningful data.
• If they need more information, the researchers should ask such follow
up questions.

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Qualitative Research Methods (One-on-one
Interviews):
• These interviews can be performed face-to-face or on phone.
• Usually can last between half an hour to two hours or even more.
• When the in-depth interview is conducted face to face, it gives a
better opportunity to read the body language of the respondents and
match the responses.

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Qualitative Research Methods (Focus
Groups):
• A focus group is also one of the commonly used qualitative research
methods for data collection.
• A focus group usually includes a limited number of respondents (6-
10) from within your target market.
• The main aim of the focus group is to find answers to the “why”
“what” and “how” type of questions.

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Qualitative Research Methods (Focus
Groups):
• One advantage of focus groups is, you don’t necessarily need to
interact with the group in person.
• Nowadays, focus groups can be sent an online survey on various
devices, and responses can be collected at the click of a button.
• Typically they are used to explain complex processes.
• This method is very useful when it comes to market research on new
products and testing new concepts.

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Qualitative Research Methods (Ethnographic
Research):
• Ethnographic research is the most in-depth observational method
that studies people in their naturally occurring environment.
• This method requires the researchers to adapt to the target
audiences’ environments which could be anywhere from an
organization to a city or any remote location.
• Here geographical constraints can be an issue while collecting data.

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Qualitative Research Methods (Ethnographic
Research):
• This research design aims to understand the cultures, challenges,
motivations, and settings.
• Instead of relying on interviews and discussions, you experience the
natural settings.
• This type of research method can last from a few days to a few years,
as it involves in-depth observation and collecting data on those
grounds.
• It’s a challenging and a time-consuming method and solely depends
on the expertise of the researcher to be able to analyze, observe and
infer the data.
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Qualitative Research Methods (Case Study):
• The case study method has evolved over the past few years and
developed into a valuable quality research method.
• As the name suggests, it is used for explaining an organization or an
entity.
• This type of research method is used within a number of areas like
education, social sciences, etc.
• This method may look difficult to operate, however, it is one of the
simplest ways of conducting research as it involves a deep dive and
thorough understanding of the data collection methods and inferring
the data.
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Qualitative Research Methods (Record
Keeping):
• This method makes use of the already existing reliable documents
and similar sources of information as the data source.
• This is similar to visit of a library.
• There one can go over books and other reference materials to collect
relevant data that can likely be used in the research.

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Qualitative Research Methods (Process of
Observation):
• Qualitative Observation is a process of research that uses subjective
methodologies to gather systematic information or data.
• Qualitative observation deals with the 5 major sensory organs and
their functioning – sight, smell, touch, taste, and hearing. This doesn’t
involve measurements of numbers but instead characteristics.

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Characteristics of Qualitative Research
Methods
• Qualitative research methods usually collect data at the sight, where the
participants are experiencing issues or problems. These are real-time data
and rarely bring the participants out of the geographic locations to collect
information.
• Qualitative researchers typically gather multiple forms of data, such as
interviews, observations, and documents, rather than rely on a single data
source.
• This type of research method works towards solving complex issues by
breaking down into meaningful inferences, that is easily readable and
understood by all.
• Since it’s a more communicative method, people can build their trust on
the researcher and the information thus obtained is raw and
unadulterated.

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Qualitative Data Analysis
• Qualitative data: notes, video/audio recordings, images, and text
documents, etc.

• One of the most used methods for qualitative data analysis is text
analysis.

• Images also used in research study, and the researchers analyze the
context from the images, and draw inferences from them.

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Qualitative Data Collection
• Qualitative data collection allows collecting data that is non-numeric
and helps us to explore how decisions are made and provide us with
detailed insight.
• For reaching conclusions/findings after careful analysis, the data that
is collected should be holistic, rich, and nuanced.
• Whatever method a researcher chooses for collecting qualitative
data; one aspect is very clear; the process will generate a large
amount of data.

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Qualitative Data Collection
• For example, if the qualitative data is collected through a focus group or
one-to-one discussion, there will be handwritten notes or video recorded
tapes.
• If there are recording, they should be transcribed before the process of
data analysis can begin.
• As a rough guide, it can take a seasoned researcher, 8-10 hours to
transcribe the recordings of an interview, which can generate roughly 20-
30 pages of dialogues.
• In case there are running notes taken, which are also known as field notes,
they are helpful in maintaining comments, environmental contexts,
nonverbal cues, etc.

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When to Use Qualitative Research?
• Researchers make use of qualitative research techniques when they need
to capture accurate, in-depth insights. It is very useful to capture “factual
data”. Here are some examples of when to use qualitative research.
• Developing a new product or generating an idea.
• Studying your product/brand or service to strengthen your marketing strategy.
• To understand your strengths and weaknesses.
• Understanding purchase behaviour.
• To study the reactions of your audience to marketing campaigns and other
communications.
• Exploring market demographics (changing structure of human populations),
segments, and customer groups.
• Gathering perception data of a brand, company, or product.

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 Qualitative v/s Quantitative Research
Attributes Qualitative research methods Quantitative research methods
This research method focuses on
Quantitative research method focuses on
Analytical Objectives describing individual experiences and
describing the characteristics of a population.
beliefs.
Types of questions
Open-ended questions Closed-ended questions
asked

Use semi-structured methods such as Use highly structured methods such as

Data collection
in-depth interviews, focus groups, and structured observation using questionnaires
Instrument
participant observation and surveys

Form of data
Descriptive data Numerical data
produced
Participant responses do not influence or
Participant responses affect how and
Degree of flexibility determine how and which questions
which questions researchers ask next
researchers ask next
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Closed Ended Questions - Examples
A closed-ended question refers to any question for which a researcher
provides research participants with options from which to choose a
response.
• Are you interested in buying product/service today?
• Are you happy with your experience with us?

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Open Ended Questions - Examples
• Why are you looking for product/service today?
• How would you describe your experience with us?

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Market Research v/s Marketing Research
• Have you ever put thought into the difference between market
research and marketing research?
• They sure sound similar, but and people sometimes use them
interchangeably, but there’s a difference between both the terms.

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Market Research
• Market research investigates and analyses a target market.
• Researchers use market research to collect consumer data within a
marketplace.
• It deals with the collection, analysis, and use of market intelligence and
market statistics.
• Market research deals with only one of Marketing’s four Ps – Place. In this
context, place means a specific segment or market.
• Market researchers collect, analyze, and study data about:
• An existing product or service, or a developing concept
• An existing marketplace
• Clients and customers

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Market Research
• Researchers use market research to gauge the marketplace’s wants,
needs, behaviour, purchase behaviour, and other characteristics.
• It helps them understand and compare their products and services
with their competitors and industry standards.
• Businesses use market research to understand the behaviour of their
customers towards newly launched products and services.
• It is also used to explore fresh markets and understand consumers’
needs in the marketplace – both existing and new.

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Marketing Research
• Marketing research is a much broader concept than market research
and deals with Marketing’s four Ps – product, price, place, and
promotion. The areas that marketing research looks at are as follows:
• New product research
• Customer research
• Public relations
• Existing product development
• Distribution methods
• Sales
• Advertising research
• Pricing

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Marketing Research
• Marketing research covers a lot – from the conception of the idea to
the product’s development and placement.
• It does not stop there because it also covers the alterations and
evolution of the products and services.
• It also looks into its growing customers and audience and helps in
building brand awareness and brand equity.
• Market research plays a vital role in marketing research activities as it
is a subset of marketing research.

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Automatic Time Table Generation
• Do we need some tool for automatic time table generation?
• If you search in Google – 21,40,00,000 results (12/12/2020)
• Why don’t we use automatic time table generation tool?
• Available in www.microsoft.com (Microsoft store)
• https://www.microsoft.com/en-us/p/timetable-generator-for-
schools/9p03rl9h4113?activetab=pivot:overviewtab
• Each school, college, university will be having individual
requirements.
• Application context will be different.
• User attitude also matters.

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Automatic Time Table Generation
• Institute with classes spread over multiple storey.
• Preference of professors:
• Due to physical difficulties may like to take lectures on ground floor.
• On the same floor where his/her office
• White board/projector facilities
• PA system
• At some distance from hostel (first class in morning)
• Two subsequent lectures in adjacent class rooms
• Laboratory planning
• After development – users must be trained, publicized, feedbacks, etc.

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Session – IV
• Div - A: 164 PhD students
• Biomedical – 05
• Computer Science – 07
• Computer/IT – 79
• Electrical – 40
• EC – 28
• IC - 5
• Div – B: 121 PhD students
• Chemical – 11
• Civil – 35
• Environment - 04
• Mechanical – 64
• Metallurgy – 07

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Session – IV
• Why majority of the work PhD students remain as thesis or report in
library?
• Why industries don’t come forward to use it?
• Why are we not able to generate revenue out of huge PhD work
coming out every year?
• Where are we lacking?
• What is missed out?

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Session – IV
• Identify users
• Interact with users or experts
• Study existing solutions available in market
• Collect experience of users about available solutions
• Effectiveness of existing solution
• Improvements needed, if any
• Market price
• Discuss your views: problem statement, literature review, timeline,
etc.
• Potential value of your work in market
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Thanks

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