Business Research

Methods
Postgraduate Diploma in Marketing Management

Session 1 : Introduction to Business Research Methods

Resoucres of this
Handout Information

Malhotra, N., K. (2010). Marketing

Research: An Applied Orientation,
6th Edn. India: Pearson

Saunders, M.N.K., Lewis. P., and

Thornhill, A. (2011) Research
Methods for Business Students .5
thEdn. India: Pearson
Why organizations need Research for strategic decision
making ?

How ?
Where Where
You Are? you want
to go?
Strategy ?

Research
 ‘Something that people undertake in order to find things
out in a systematic way, thereby increasing their
knowledge’ Saunders et al. (2009)
“It is an organized, systematic, data –based, critical,
objective , scientific inquiry or investigation into
specific problem undertaken with purpose of finding
answers or solution to it”. Uma Sekaran ( 2012)
Characteristics:
Definitions ▪ There is a clear purpose to find things out
▪ Data are collected systematically
▪ Data are interpreted systematically
Business Research
• Nature of
transdisciplinary
• Virtuous Cycle of theory
Knowledge
and practice Theory Creation Practice
• Knowledge creation
emphasis
• Research governed by the
world of Practice
Flow of Insights

Data Information Insights

You need
insights for
decision
making
than
Information
 • Research done chiefly to make a
contribution to existing knowledge, is
called basic, fundamental or pure
research.
Basic vs
Applied • Research done with intention of applying
the results or findings to solve a specific
Research problems currently being experienced in
an organization is called applied
research.
Basic vs Applied Research
 Application of these theory
in different,

Studies
Organizations
Sectors
Fields
Etc.…

• Maslow Hierarchy of Needs

• Hertzberg Two factor Theory
• Trunk

• McClelland Model
• Expectancy Theory
Applied
Research
• Business Problem : High
rider turn over in pick me.
• Research Problem : Lack
of Motivation among the
riders have created high
labor turnover
• Research Objective : What
are the factors affecting rider
motivation
 Question…
Write down three examples for Basic research and
Applied Research ……
Where does the Research fits in Marketing ?
• Definition of Marketing
• The Chartered Institute of Marketing defines marketing as "the
management process responsible for
• Identifying,
• Anticipating
Required Marketing
• Satisfying Research Extensively
• Customer needs
• Profitably."
 What is Marketing
Research ?
IT is the FUNCTION that links you to your customers
with Information
 • Marketing research is the function that links the
consumer, customer and public to the marketer
through information – used to identify and define
marketing opportunities and problems;
generate, refine and evaluate marketing actions;
monitor marketing performance; and improve
understanding of marketing process. (Malhothra
Marketing , Marketing research, 6th edition)

Research • The systematic and objective identification,

collection, analysis, dissemination and use of
information for the purpose of assisting
management in decision making related to the
identification and solution of problems (and
opportunities) in marketing (AMA)
Redefining Marketing Research
Used to identify and define
market opportunities and
problems
Generate, refine, and
evaluate marketing
performance
Monitor marketing
performance
Improve understanding of
marketing as a process
Write your own definition for
marketing research …….
 Classification of Marketing Research
Marketing Research

Problem identification research Problem solving research

• Research that is undertaken to help identify
problems that are not necessarily aperient on • Research undertaken to help to
the surface and yet exist or are likely to arise in solve specific marketing problems
the future
• Segmentation Research
• Product Research
• Market Potential Research • Pricing Research
• Market Characteristic Research • Promotion Research
• Sales Analysis Research • Distribution Research
• Forecasting Research
• Business Trend Research
Problem
Solving
Research
Role of Marketing
Research in
Decision Making
• Task of marketing research
is to assess the
information needs and
provide management with
relevant, accurate, reliable,
valid, current and
actionable information
Power Decisions’ Methodology
Opportunity scan
Option generation
Solve Problem
Refine options
Decision
Client
Needs Find Seek Plan Act

Achieve Goal

Research Evaluate Market Advise

How We Clarify
Recommend Plan Assist
Decisions Analysis Interpret
Help Facilitate Research Execution
The Role of Marketing Research in MIS and DSS
Marketing information system
(MIS)
A formalized set of procedures for
generating, analyzing, storing, and
distributing pertinent information to
marketing decision makers on an
ongoing basis
Decision support systems (DSS)
Information systems that enable
decision makers to interact directly
with both databases and analysis
models. The important components of
a DSS include hardware and a
communications network, database,
model base, software base, and the
DSS user (decision maker).
Marketing Research Process
Step 1: Defining the Problem

Step 2: Developing an Approach to the Problem

Step 3: Formulating a Research Design

Step 4: Doing Field Work or Collecting Data

Step 5: Preparing and Analyzing Data

Step 6: Preparing and Presenting the Report

“there is no one best
way for undertaking
all research”
Why ?

Saunders et al. (2009)

Thank You