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Unit I
Himanshu Vaishnaw
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What is Research?
Where have I
come from?
Question /
Search for Knowledge

Scientific
Method

Contribution to
Knowledge A process of determining, acquiring,
analyzing, synthesizing, and disseminating
relevant business data, information, and
insights to decision makers in ways that
mobilize the organization to take
Scientific and systematic search for appropriate business actions that,
pertinent information in turn, maximize business performance
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Characteristics of Good Research

Clearly defined purpose

Detailed research process

Thoroughly planned design

High ethical standards

Systematic
Limitations addressed
Logical Adequate analysis

Unambiguous presentation
Empirical
Conclusions justified
Replicable Credentials
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•Stages
•Typical Questions
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Research Process
Stages
• Stage 1: Problem Definition
• Stage 2: Development of an
Approach to the
Problem
• Stage 3: Research Design
Formulation
• Stage 4: Fieldwork or Data
Collection
• Stage 5: Data Preparation and
Analysis
• Stage 6: Report Preparation
and Presentation
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Research Process
Stages and Typical Questions
Stage in the Process Typical Questions
Formulate problem What is the purpose of the study--to solve a problem? Identify an
opportunity? Is additional background information necessary?
What information is needed to make the decision? How will the
information be utilized? Should research be conducted?

Determine research design How much is already known? Can a hypothesis be formulated?
What types of questions need to be answered? What type of
study will best address the research questions?

Determine data collection Can existing data be used to advantage? What is to be

method and forms measured? How? What is the source of the data? Can objective
answers be obtained by asking people? How should people be
questioned? Should the questionnaires be administered in
person, over the phone, or through the mail? Should electronic or
mechanical means be used to make the observations? What
specific behaviors should the observers record? Should structure
or unstructured items be used to collect the data? Should the
purpose of the study be made known to the respondents? Should
rating scales be used in the questionnaire?
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Research Process
Stages and Typical Questions
Stage in the Process Typical Questions
Design sample and collect Who is the target population? Is a list of population elements
the data available? Is a sample necessary? Is a probability sample
desirable? How large should the sample be? How should the
sample be selected? Who will gather the data? How long will the
data gathering take? How much supervision is needed? What
operational procedures will be followed? What methods will be
used to ensure the quality of the data collected?

Analyze and interpret the Who will handle the editing of the data? How will the data be
data coded? Who will supervise the coding? Will computer or hand
tabulation be utilized? What tabulations are called for? What
analysis techniques will be used?

Prepare the research Who will read the report? What is their technical level of
report sophistication? Are managerial recommendations called for?
What will be the format of the written report? Is an oral report
necessary? How should the oral report be structured?
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Approach Process
TASKS INVOLVED

Discussion with Interview with Secondary Data Qualitative

decision makers experts Analysis Research

ENVIRONMENTAL CONTEXT OF THE PROBLEM

STEP 1: PROBLEM DEFINITION

Management Decision Problem

Research Problem

STEP 2: APPROACH TO THE PROBLEM

Theoretical Analytical Research Specification of
foundations Model Questions Hypotheses Information

STEP 3: RESEARCH DESIGN

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Narrowing Management Problem into

Research Problem

Management
• Research Problem
Decision Problem

• To determine consumer preferences and

Should a new product
purchase intentions for the proposed
be introduced new product

Should the
• To determine the effectiveness of the
advertising campaign current advertising campaign
be changed

Should the price of • To determine the price elasticity of

the brand be demand and the impact on sales and
increased profits of various levels of price changes
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Components of an Approach

Objective/
Research
Theoretical Analytical Model
Questions
Foundations

Specification of
the Information Hypotheses
Needed
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Models
• An analytical model is a set of variables and their
interrelationships designed to represent, in whole or in
part, some real system or process
• In verbal models, the variables and their relationships are
stated in prose form. Such models may be mere
restatements of the main tenets of a theory
• Graphical models are visual. They are used to isolate
variables and to suggest directions of relationships but
are not designed to provide numerical results
• Mathematical models explicitly specify the relationships
n
among variables, usually in equation form y  a0   ai xi
i 1
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Development of Research
Questions and Hypotheses

Components of Marketing Research Problem

Objective /
Theoretical
Framework
Research Questions

Analytical
Model
Hypothesis
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Research Questions and Hypotheses

• Research questions (RQs) are refined statements of
the specific components of the problem.
• A hypothesis (H) is an unproven statement or
proposition about a factor or phenomenon that is of
interest to the researcher. Often, a hypothesis is a
possible answer to the research question.
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Proper Definition of the Research

Problem
Business Research Problem

Broad Statement

Specific Components
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Research Objectives

• Exploratory: To gain familiarity with the phenomenon or

to achieve new insights into it
• Descriptive: To portray accurately the characteristics of a
particular individual, situation or a group
• Diagnostic: To determine the frequency with which
something occurs or with which it is associated with
something else
• Hypothesis-testing: To test a hypothesis of a causal
relationship between variables
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• Qualitative Approach
• Quantitative Approach
• Components of a Research Approach
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Research Approaches and Types

Research
Approaches

Qualitative Quantitative
Concerned with subjective assessment Data in quantitative form which can be
of attitudes, opinions and behavior subjected to statistical analysis

Inferential Experimental Simulation

To form a database from which Some variables are Involves construction of an
to infer characteristics or manipulated to observe the artificial environment within
relationships of population effect on other variables which relevant information and
data can be generated
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Research Approaches and Types

Quantitative Vs. Qualitative

• Quantitative
▫ Concerned with quantity or amount
▫ Applicable to phenomena that can be explained in
terms of quantity
• Qualitative
▫ Concerned with qualitative phenomena or phenomena
relating to or involving quality or kind
▫ E.g., Investigating the reasons for human behavior
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Research Approaches and Types

• Qualitative Approach
▫ Historical
▫ Qualitative
• Quantitative Approach
▫ Descriptive
▫ Correlational
▫ Causal-Comparative
▫ Experimental Research
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Research Approaches and Types

Qualitative Approach
• Historical Research
▫ Involved with the study of past events
▫ Examples
 Factors leading to the development and growth of cooperative
learning.
 Effects of decisions of the United States Supreme Court on
American Education.
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Research Approaches and Types

Qualitative Approach
• Qualitative Research
▫ Is involved with the study of current events rather than past
events.
▫ Also referred to as Ethnographic research
▫ Involves collection of extensive narrative data on many
variables over an extended period of time in a naturalistic
setting
 Participant Observation (Researcher lives with the subjects)
 Case studies
▫ Examples :
 A case study of parental involvement at a magnet school.
 A multicase study of students who excel despite nonfacilitating
environments.
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Research Approaches and Types

Quantitative Approach
• Descriptive Research
▫ Involves collecting data in order to test hypotheses or answer
questions regarding the subjects of the study
▫ Data is numerical and is typically collected through a
questionnaire, an interview, or through observation
▫ The investigator reports the numerical results for one or more
variables on the subjects of the study
▫ Examples :
 How do second-grade teachers spend their time?
 How will citizens of Yorktown vote in the next election?
 How do parents feel about a 12-month school year?
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Research Approaches and Types

Quantitative Approach
• Correlational Research
▫ Attempts to determine the existence and the degree of
relationship between two or more quantifiable (numerical)
variables
▫ The investigator frequently uses the correlation coefficient to
report the results of correlational research
▫ Example
 The relationship between intelligence and self-esteem
 The relationship between anxiety and achievement
 The use of an aptitude test to predict success in an algebra
course
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Research Approaches and Types

Quantitative Approach
• Causal-comparative research
▫ Attempts to establish cause-effect relationships among the variables of the study.
The attempt is to establish that values of the independent variable have a
significant effect on the dependent variable.
▫ Usually involves group comparisons (such as male Vs female, children with
working mother Vs children without working mother)
▫ Independent variable is not under the experimenters control, that is, the
experimenter can't randomly assign the subjects to a gender classification (male
or female) but has to take the values of the independent variable as they come.
The dependent variable in a study is the outcome variable.
▫ Examples
 The effect of preschool attendance on social maturity at the end of the first
grade.
 The effect of having a working mother on school absenteeism.
 The effect of sex (gender) on algebra achievement.
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Research Approaches and Types

Quantitative Approach
• Experimental research
▫ Attempts to establish cause-effect relationship among the groups
of subjects that make up the independent variable of the study
▫ However, the cause (the independent variable) is under the
control of the experimenter. That is, the experimenter can
randomly assign subjects to the groups that make up the
independent variable in the study. Usually involves group
comparisons (such as male Vs female, children with working
mother Vs children without working mother)
▫ Examples
 The comparative effectiveness of personalized instruction versus
traditional instruction on computational skill.
 The effect of self-paced instruction on self-concept.
 The effect of positive reinforcement on attitude toward school.