Market

Research
Introduction

By: Emmanuel P. Paulino

ESTABLISHING A RESEARCH TITLE
RESEARCH TOPIC
↓
RESEARCH
OBJECTIVE(S)
↓
RESEARCH PROBLEM(S)
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 ↓
RESEARCH TITLE

Research Topic- it is the situation or setting where the study is based. This
is the frame where your research objectives and problems
will be taken.
Research Objective(s)- it is the desired output(s) of knowledge that the
researcher expects to generate after the conclusion of the
research.
Research Problem(s)- it is any uncertain situation or ambiguous concept
that you want to be cleared in order to make a definite
conclusion or decision. (Usually expressed thru
questions.)
Research Title- it is a statement or phrase that gives a preview of what the
research is all about. It is just a modified Research
Objective.

Elements of a Research Objective

1. Aim or purpose of the problem for investigation (Why).
2. The subject matter or topic to be investigated (What).
3. The population from whom the data are to be collected (Who).
4. The place or locale where the research is to be conducted (Where).
5. The period or time of the study during which the are to be gathered
(When).
Example:
You are wondering about the effectiveness of flyer marketing in
relation to customer subscription by real estate agents in Bacoor Cavite
during the Pandemic.
The effect of Flyer Distribution to
1. Aim or Purpose (Why)
Customer Subscription
2. The subject matter or topic to Flyer Distribution or Flyer

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be investigated (What)
3. Th Population of Interest
(Who)
4. The Place or Locale where the
research is conducted (Where)
5. The Period of Time of the
Research (When)
Marketing or Promotion thru
Flyers
Real Estate Agents
Or
Real Estate Buyers (or prospects)
Bacoor, Cavite
Pandemic Period – March 2020 to
December 2020

Research Objective of the topic (not yet the title)

Determining the effect of flyer marketing by real estate agents to
the customer subscriptions of household buyers (or potential) during
Pandemic in Bacoor Cavite.

Characteristics if a Good Title

 Based on your research objective(s) which should include
important elements
 It should include all the key Constructs or variables of the study
 Topic is well defined
 Attractive
 Easy to understand for Target Audience
 Should be supported by Related Literature

CONSTRUCTS & VARIABLES

Variable
 Anything that has a quantity or quality that varies
 A unit, an item or placeholder that represents some measurement
or value
 It can have a direct or indirect measurement. As such, it can be
directly or indirectly observed.

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 Example:
Directly measured
 Sales (total revenue)
 Cost of Goods Sold
 Temperature (Celsius, Fahrenheit, Kelvin)
 Number of Customers (
 Weight
 Height
Indirectly measured (based on perception)
 Satisfaction
 Enjoyment
 Fondness
Construct

 Sub-component(s) of the research objective

 It is the Primary Variable(s) you want to evaluate or measure
 It can be directly measured which is sometimes called the Latent
variable
 Needs a number of observed or manifest variables in order for it
to be evaluated or measured (taken from Related Literature)
 Main goal is for the Construct to be measured
Example:
 Customer Satisfaction
 Level of Facebook Use
 Marketing Strategy
- Product
- Price
- Place
- Promotion
 Level of Customer Awareness
 Love of Parents

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THE TITLE
Main Research Objective:
Determining the effect of flyer marketing by real estate
agents to the customer subscriptions of household buyers (or
potential) during Pandemic in Bacoor, Cavite.
Topic is well Defined
 Effect of Flyer Marketing in Bacoor, Cavite
Must have key Constructs
 Effect of Flyer Marketing
 Level of Frequency of Flyer Marketing
 Customer Subscription
Must contain Why, Who, Where
Why
Determining the effect of Flyer Marketing by Who real estate
agents on the customer subscriptions of household buyers in Where Bacoor,
Cavite. (Notice that “When” is eliminated)

Must be Attractive
Reduce to only important words
The Effect of Flyer Marketing on Customer Subscription in
the Real Estate Industry in Bacoor, Cavite.
Enhance by using enticing terms rather than usual words
Enhancing Customer Subscription thru Flyer Marketing:
Evaluating its Implementation in Real Estate Trade in Bacoor,
Cavite.
Should be supported by Related Literature

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 Generating Customer Leads from Flyer Marketing in Real
Estate Housing Trade in Bacoor, Cavite.