RESEARCH PROPOSAL

RESEARCH METHODOLOGY INDIVIDAL ASSIGNMENT

SIBM-H | MBA Batch 2021-23 | Submission Deadline- October 31, 2021

 HOW TO FORMULATE RESEARCH PROPOSAL?
Research is either the researcher’s own pursuit, or it is carried out to address and answer a specific
managerial question and arrive at an applicable solution. This clear statement of purpose guides the
research process; however, for a study to qualify as research, it must be planned and systematic. Thus,
the researcher needs to formalize this plan of pursuing the study. This framework or plan is termed
as the research proposal. A research proposal is a formal document that presents the research
objectives, design of achieving these objectives and the expected outcomes/deliverables of the study.

This step is essential both for academic and corporate research, as it clearly establishes the
researcher’s conceptualization of the research process that is intended to address the research
questions. Through this written document the reader (academic expert or manager) is able to assess
the rigour and validity of the study and whether or not it will result in an objective and accurate
answer to the research problem. In a business or corporate setting, this step is often preceded by a
PR (Proposal Request). Here the manager or the corporate spells out his decision problem and
objectives and requests the potential suppliers of research to work out a research plan/proposal to
address the stated issues. Thus, the research proposal submitted in such cases allows the manager to
assess the credentials of the research agency or researcher as well as the proposed plan and to
compare them with other proposals submitted. Then the manager selects the one that he feels would
be able to most effectively (in terms of cost, time and accuracy) achieve the stated research goals.

Another advantage of a formal proposal is that sometimes the manager may not be able to clearly
identify or enunciate his problem or the researcher might not be able to comprehend and convert
the decision into a viable and workable research problem. The researcher lists out the objectives of
the study and then together with the manager, is able to review whether or not the listed objectives
and direction of the study will be able to deliver the necessary inputs required for arriving at a
workable solution.

For the researcher, the document provides an opportunity to identify any shortfalls in the logic or
the assumption of the study. When the researcher defines the flow and order of the steps required
in the research process, he is also creating a mechanism for identifying probabilities of possible
interrelated or simultaneous activities that can be carried out. It also helps to monitor the methodical
work being carried out to accomplish the project.

Basically the proposals formulated could be of three types. The first is the academic research
proposal that might be generated by students or academicians pursuing the study for fundamental
academic research. An example is an academician wanting to explore the viability of different eco-
friendly packaging options available to a manufacturer.

The second type of proposals are internal to an organization and are submitted to the management
for approval and funding. They are of a highly focused nature and are oriented towards solving
immediate problems. For example, a pharmaceutical company, which has developed a new hair
growing formulation; wants to test whether to package the liquid in a spray type or capped dispenser.
The solutions are time-driven and applicability is only for this product. These studies do not require
extensive literature review but do require clearly stated research objectives, for the management to
assess the nature of work required.

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The third type of proposals have the base or origin within the company, but the scope and nature
of the study requires a more structured and objective research. For example, if the above stated
pharmaceutical company wishes to explore the herbal cosmetic market and wants market analysis
and feasibility study conducted; the PR might be spelt out to solicit proposals to address the research
question, and execute an outsourced research.

Contents of a research proposal: As stated above, the requirements and the origin of the research
would direct the sequential formulation of the research proposal. However, there is a broad
framework that most proposals adhere to. In this section, we will briefly discuss these steps.

Executive summary: This is a broad overview or abstract that spells out the purpose and objective
of the study. In a short paragraph the author gives a summary about the management
problem/academic concern, which is the backdrop of the study. The probable research questions
which might need to be answered in order to arrive at any conclusive results are further listed.

Background of the problem: This is the detailed background of the management problem. It
requires a sequential and systematic build-up to the research questions and also a compelling reason
for pursuing the study backed by literature review. The researcher has to be able to demonstrate that
there could be a number of ways in which the management dilemma could be addressed.

For example, in the pharmaceutical company, the product testing could be done internally in the
company, or the two sample bottles could be formulated and tested for their acceptability amongst
probable consumers or retailers stocking the product; or the two prototypes would be developed and
test launched and tested for their sales potential. The researcher thus has to spell out all probabilities
and then systematically and logically argue for the intended research study. This section has to be
explicit, objective and written in simple language, avoiding any metaphors or idioms to dramatize
the plan. The logical arguments should speak for themselves and be able to convince the reader of
the need for the study in order to find probable solutions to the management dilemma.

Problem statement and research objectives: The clear definition of the problem broken down
into specific objectives is the next step. This section is crisp and to the point. It begins by stating the
main thrust area of the study. For example, in the above case, the problem statement could be: To
test the acceptability of a spray or capped bottle dispenser for a new hair growing formulation. The
basic objectives of this research would be to:

• Determine the comparative preference of the two prototypes amongst customers of hair growing
solutions

• To conduct a sample usage test of both the bottles with the identified population

• To assess the ease of use for the bottles amongst the respondents

• To prepare a comparative analysis of the advantages and problems associated with each bottle, on
the basis of the sample usage test

• To prepare a detailed feasibility report on the basis of the findings If the study is addressed towards
testing some assumptions in the form of hypotheses, they have to be clearly stated in this section.

Research design: This is the working section of the proposal as it needs to indicate the logical and
systematic approach intended to be followed in order to achieve the listed objectives. This would

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include specifying the population to be studied, the sampling process and plan, sample size and
selection. It also details the information areas of the study and the probable sources of data, i.e., the
data collection methods. In case the process has to include an instrument design, then the intended
approach needs to be detailed here. A note of caution has to be given here, this is not a simple
statement of the sampling and data collection plan, it requires a clear and logical justification of using
the techniques over a wide gamut of methods available for research. For example, in the
pharmaceutical study—a before and after design, a respondent population of customers who use like
products and the use of a structured questionnaire over other methods, have to be justified.
Scheduling the research. The time-bound dissemination of the study with the major phases of the
research has to be presented. This can be done using the CPM/GANTT/PERT charts. This gives a
clear mechanism for monitoring and managing the research task. It also has the additional benefit
of providing the researcher with a means of spelling out the payment points linked to the delivered
phase outputs.

Results and outcomes of the research: Here the clear terms of contract or expected outcomes of
the study have to be spelt out. This is essential even if it is an academic research. The expected
deliverables need to clearly demonstrate how the researcher intends to link the findings of the
proposed study design to the stated research objectives. For example, in the pharmaceutical study,
the expected deliverables are: • To identify the usage problems with each bottle type. • To recommend
on the basis of the sample study which bottle to use for packaging the liquid.

---SAMPLE RESEARCH PROPOSAL---

Executive summary: The 1980s was an era that saw the emergence of environmental issues. They
were no longer the preserve of the social activist or the rigid revolutionist, environmentalism ‘has
become a competitive issue in the market place’. Consumers who are environmentally aware place
additional requirements on manufacturers, distributors and marketers. Food has cultural and social
implications and food choice has become more broadly influenced by symbolic values; thus one of
the offshoots of this new lifestyle shift is the increasing demand for organically grown products.
However, the nature of the product demands a marketing strategy very different from normally
grown food products. The question is also if there is really a market in the country for organic
products. If yes then what is the size of the market and how we cater to the needs of the consumers.
The imperative for any manufacturer of organic food products is to gauge the demand and then
analyse how to address this. A highly lucrative market driven by premium pricing is extremely
enticing if there is scope for capturing it.

Background: In recent years, all over the world, people are showing more concern for health and
environment than ever before. There are enough evidences of deterioration of soil quality and water
pollution due to chemical inputs in agriculture. Research studies have also indicated presence of
harmful chemicals in food and milk at dangerous levels. Thus, there is a growing concern over health
risks associated with consumption of food with residues of agro-chemicals used in production.
Heightened awareness of health and environmental issues in India and other countries has generated
interest in organic farming. Demand for organic food is increasing and is expected to grow.
Government of India has recognized this new developing market and estimated more than USD 13
billion export market with growth rate of 5–10 per cent in the next five years. Indian government has
launched a national programme to boost organic food production. Under this scheme, producers will
be linked to export markets and poor farmers would receive assistance. (Asia Times, 25 January 2001).
While Government of India is encouraging organic farming for improving export business, the

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domestic market also cannot be ignored. In most of the cities in India, demand for organic food is
increasing rapidly. Number of retail stores and number of brands of various food products is
increasing every year. However, organic food is considered to be premium quality and that much
more expensive compared to conventionally grown food. Thus organic food is beyond the reach of
middle class and poor people. Though many NGOs in India are encouraging farmers towards organic
farming and there are many stores in cities selling organic products, supply of these items is very
limited. There are frequent instances when consumers do not get what they want and are forced to
buy non-organic food. Apart from the lack of awareness about organic produce, the organic food
market has multifold problems:

• Consumers have problem of purchasing what they want in a required quantity at the time of their
need.

• Distributors and retailers have problem of irregular supply and very low demand.

• Farmers have problem of producing, storing and marketing.

Unless all the three components are managed well, organic farming and marketing in the domestic
market will not take off to the desired extent.

Practical/scientific utility: Health and fitness conscious society of today will be more and more
conscious about their food intake also. Thus, demand for food free from harmful chemicals will
increase with time. Organic food will be in demand across all the sections of society. It will be
necessary to meet these demands. Considering the farmers’ or producers’ point of view, for
sustainable farming it would be necessary for them to switch over to organic farming to maintain the
fertility of soil. Organic farming is cheaper compared to chemical farming and requires less amount
of water because of specific ways of farming. There are enough evidences of fertile land converted
into wasteland because of chemical farming. There are also enough incidents of polluted water
(ground and surface) due to chemical farming. Thus organic farming needs to be encouraged for
both reasons, growing demand as well as to maintain the environment and water quality. With this
brief background of need of organic farming, we think that it is necessary to examine the issues of
demand and supply management of organic farming, which is not done. If farmers are assured about
the demand of organic products and provided distribution channels, they will switch over to organic
farming. This will benefit the farmers to manage soil and fertility of land. Society will be benefited in
general and will have less polluted water.

Problem statement: The present study proposes to understand the growing demand pattern for
organic fruits, vegetables and processed food products in the domestic Indian market and analyse
the gap between demand and supply.

Research objectives: 1. Estimate the production of selected organic farm products in various states
and study the present distribution system:

(a) The categories would include all fruits and vegetables.

(b) Preserved food products like jams, juices, pulp and concentrates would also be studied.

(c) All condiments, pulses, flour, rice and cereals would be studied.

(d) Snack food products like biscuits and namkeens are also to be studied.

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(e) Study the supply chain—in terms of the farmer producer, the certification of the produce, the
wholesaler/agent, the organic distributor and the retailer(s).

2. Estimate the domestic demand for the mentioned products at the national level.

(a) This would be done for all the items, both for the existing and potential buyers of organic
products.

(b) The analysis would be done at the macro level, i.e., for the country as well as at the micro level,
i.e., a region wise analysis.

3. Understand the current pricing methodology adopted by organic players.

4. Identify the current strategies utilized for marketing organic food products.

5. Forecast the potential for organic products in the domestic market.

Assumption and hypothesis: These are as follows:

• Assumption: We assume that majority of people and farmers are aware of benefits of organic food
and if it were easily available at affordable price; consumers would be willing to buy organic food
produce. Presently, consumption of organic produce is very little compared to non-organic food
because of high price and unavailability when required.

• Hypothesis: There is wide gap between demand and supply of organic produce. Gap can be
reduced if farmers are encouraged to practice organic farming and will reduce the pollution of water
and soil.

Review of literature: Research work done and in progress in India Some pioneering work has been
conducted on organic farming in India, but it is still not of the proportions required for estimating
and gauging the emerging market for organic food. Some recent work done on the subject is as
follows: Garibay and Jyoti (2003) conducted a large scale survey to assess the potential for organic
products in India and in the international market and specified the steps required to achieve world
class quality standards. They estimate the domestic sales of organic products at 1050 tonnes, which
accounts for barely 7.5 per cent of the total organic production. This study undertaken by FIBL and
ORG-MARG estimates the area under organic agriculture to be 2775 hectares (0.0015 per cent of gross
cultivated area in India). But another estimation undertaken by SOEL-Survey shows that the land
area under organic cropping is 41,000 hectare. The total numbers of organic farms in the country as
per SOEL-Survey are 5661 but FIBL and ORG-MARG survey puts it as 1426. Some of the major
organically produced agricultural crops in India include spices, pulses, fruits, vegetables and oil
seeds. Singh (2003) in his paper on organic farming locates the rationale for organic farming and
trade in the problems of conventional farming and trade practices, both international and domestic,
and documents the Indian experience in organic production and trade. It explores the main issues in
this sector and discusses strategies for its better performance from a marketing and competitiveness
perspective. The GOI (2003) working group report on organic farming led to the 10th Five-Year Plan,
which emphasizes the promotion of organic farming with the use of organic waste, integrated pest
management (IPM) and integrated nutrient management (INM). Even the 9th Five-Year Plan had
emphasized the promotion of organic produce in plantation crops, spices and condiments with the
use of organic and bio inputs for protection of environment and promotion of sustainable agriculture.

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Research work done and in progress abroad: Wier, Hansen and Smed (2001) have analysed the
consumption of organic food in Denmark in the 1990s. Their estimation of the demand elasticity
demonstrated that the price sensitivity for organic products is higher than conventional products
which clearly indicates the relevance of levies and subsidies on price conditions and the resulting
demand. Dryer (2004) focused on the natural foods industry in the US. Natural and organic food
sales keep chalking up double digit sales gains and milk and dairy products are among the growth
leaders. Organic foods sales grew to $4.5 billion during 2002, an increase of 17 per cent. In the organic
foods category, milk and dairy products accounted for about 14 per cent of total sales. Tregear, Dent
and McGregor (1994) conducted a research to investigate demand for organic foods by focusing on
consumer attitude and motivations, product availability and retail options. A nationwide survey in
UK revealed a nascent and evolving consumer most willing to purchase if the price differential was
low. Zygmont (2000) in his paper on export potential for US organic food has also found evidence of
important consumer factors like awareness, motivation and willingness to pay as influencing organic
consumption. Some investigations have focused only on the production and demand of the produce.
Yussefi and Miller (2003) have found that worldwide sales of organic products reached 26 billion US
$ in 2001, with fast moving products being milk products and vegetables. The annual growth rate of
the market is 20 per cent. The biggest Asian market according to them is Japan with popular products
imported being frozen vegetables, meat, tea and bananas. SOL survey (2001) found that 15.8 million
hectares are organically managed worldwide. Presently majority of this area is in Australia (7.6
million hectares), Argentina (5.5 million), Italy (1 million). Asia’s produce is only 0.33 per cent, i.e.,
50,000 hectares. A comprehensive report on the world market for organic food and beverages was
compiled by ITC (2000). This states that worldwide 130 countries are producing organic food and
beverages. The market for organic food and beverages is growing rapidly in Western Europe, North
America, Japan and Australia, with retail sales of organic food and beverages reaching an estimated
$20 billion in 2001.

Research design: Demand–supply management is a critical process for agricultural produce.

Demand forecast drives supply chain and in this case, supply depends upon farmers’ choice of organic
farming, which is not conventional, farmers’ choice of the crop and finally the weather (monsoon).
We propose to develop a demand-supply matrix considering these factors. At exploratory phase of
the study, for identification of the products to be included in study, organizations involved in
marketing of organic products will be visited and based on semi-structured interviews and sales data,
items sold in those outlets will be classified into three classes according to sale and need. Fast moving
items will be considered for study. Demand pattern of these items will be studied.

1. Stage I: This would involve data collection from secondary sources such as journals, articles,
government publications and company literature. This would assist in estimating the production of
organic products, traditional products and supply systems in practice.

2. Stage II: At this stage, primary research will be conducted in three phases.

• Expert opinion sample survey: Agriculture researchers, policy-makers and farmers will be
interviewed to collect information regarding organic farming and its necessity.

Sample size: Ten agricultural researchers and five policy makers from central and state
governments.

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• Farmer’s study: Farmers doing organic as well as conventional farming will be included for
studying problems related to organic farming and marketing organic produce. Study areas for the
purpose will be Uttarakhand, Uttar Pradesh, Haryana, Gujarat, Rajasthan, Kerala, Karnataka and
Tamil Nadu where organic farming is becoming popular.

Sample size: Twenty farmers (conventional) + 20 farmers (organic) from each state.

Supplier’s analysis: In depth study will be carried out with some major manufacturers/suppliers of
organic products. Their current trading, pricing and distribution practices will be studied. Supplier’s
study will be done in select cities like Delhi, Mumbai, Chennai, Ahmedabad and Bengaluru where
demand for organic products is growing.

Sample size: Ten leading manufacturers/suppliers in the country would be studied in depth; also
five retailers and five distributors from each city under study.

3. Stage III: Pricing of organic produce: Current practices for pricing of the products will be examined
and sensitivity analysis can be done for fixing prices by considering variables such as demand, volume
of product and importance of the product and farmers’ margin. Data processing will be done by us
with the help of research associates and by using appropriate software for analysis.

Results and practical utility of the research: Findings of the report will be useful to all the policy-
making agencies for defining or redefining policies regarding farming in India. Findings will also be
useful to all those involved and related to organic farming to decide their crop pattern and
production. Organizations involved in marketing and supplying organic products to society can use
these findings to develop or modify their distribution systems and marketing strategies.

Duration of Project/Study and Phasing of the Work Plan: Duration of the project/study will be
as follows: • Total duration in days/weeks/months: 24 months • Equivalent number of quarters: Four
Quarter wise phasing of activities will be as follows:

References: APA Style

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