> Para 1.6 BASIC CONCEPTS OF RESEARCH ie fuer jt the form of solution towards the concemed problem or generalizations on some theo formulation, Objectives of Research 15 Like in other sphares, research is also having some basic objectives. The pusrore oli Fs cael, isto discover answersto questions through the application of scientific procedures. Young (1988) has analyze some important objectives of research as follow: a '- Notwohuman beings behave similarly. Human psychologyis themost complicated matter toric in the society. There are always fluctuations found in their behaviour. Hence, in order to maintain equilibrium and stability, it requires understanding the human behaviour. Thus, resea \elps to explore and understand human behaviour and social life. a — 2. Research helps in portraying accuracy in the characteristic of a particular individual, situation ora group in the society/organization and leads to designing the strategies for development. 3. Test of human beings for a particular good is always changing. Thus, human nature is such that is alwaysin search of new things. Research helps to extend, correct or verify knowledge that is either hidden or not discovered. 4. Kinds of explanations for unexplained social phenomena. 5. Ithelps in predicting the frequency with which a certain thing occurs or with which it is associated something else. 6. To provide new insights into organized society and its social structures, 7, Totest or challenge existing theories and revise them in the light of new evidence(s). Existing theories are either tested or new theories are developed or are modified. 8. To understand the organizational culture, social life, social environment, decision making proces tc. and thereby to gaina greater measure of control on otherhuman behaviour in the organizational and social context. Features of Research 1.6 Every research has its specific features or characteri below: Some important features are categorized |. Research gathers or collects new knowledge or data from either primary or fi secondary or already existing sources, 2. The process of research is systematic and accurate. 3: Research attracts experts or skilled personnel to any investigation, 4, Rescarch is characterized as logical and objective, applyit r) i es verify collected andthe peo eal ” applying every possible test to verify the data 5. Thereis no question of bias in research, Rese the activity. Is the process of investigating 6. Research endeavours fo organize data in quantity terms as fat as possible 7. Research in some cases where its scope is broader is time consuming. : 8. Research needs courage and hard work, henee, ’ 9. The process of research is highl ive a rae gotta problem which demands a solution Pos” "4 Pin Pointed. It generally deals with a significant 10. hypothesis research desea nels, rf ctetmined step, formulation of one or more y ; } of data ori : peat : ie zarefully recorded or eee “or information collection and presentation of data and st hand sources and arch eliminates personal feelings and references from new knowledge. it requires patience.W REQUIREMENTS FOR A SCIENTIFIC/GOOD RESEARCIL Para 1.7 Requirements for a Sclentific/Good Research 1.7 A good research followsscientific methods, Hen aresearch team while executing any research work should consider following factors carefully: Purpose should be Clearly Defined 117-1 The problem or the decision to be made should be clearly defined by the resea n h Fundamental ae Research FLOW DIAGRAM 1.3 : TYPES OF RESEARCH With these hypotheses and more, the researcher prepares a questionnaire to capture the data from th respondents to test the validity of the formulated hypotheses and gets a conclusion at the end of the research work. As conclusion or suggestion is derived from such studies is descriptive in nature itis called as descriptive research. b. Experimental Research: earch is used to study the effect of a set of factors on the response variable of his research is conducted in a controlled environment, and analysed by using al techniques. The researchers collect data from the respon- An experimental res: a system of study. T] different mathematical and statistic dents and make experiments on a particular phenomenon. Let us consider the previous example of the study on motorized two-wheeler: Here, the researcher wants to study the impact of various advertisements while purchasing motorized two-wheelers in rural and urban sectors separately. The extent of impact of advertisement on the customers whoare in rural areas and in urban areas is to be examined. This analysis may help the researcher 10 determine the popular source of advertisement (media broadcast, print or wall paints, etc.) that's having popularity in both the sectors. It is found from astudy that 36 per cent of the rural respondents and 64 per cent of the urban respondents are influenced by broadcast media advertisements while taking decision for the purchase of two- wheelers in India. In rural areas, around 44 per cent of the respondents are influenced by the broadcasting media, while 30 per cent are dependent on prs! media (magazines and newspapers) and 26 per cent of the population is dependent on hoardings ee wall advertisements, The study shows that the influence of broadcasting media of advertisement 56 per cent in urban areas followed by 28 per cent in print media and 16 per cent are influence? hoardings.15 TYPES OF RESEARCH Para 1.t Modelling Research at Models are nothing but the symbolic representation of the theories. Many of the real-life problems of business situations or social problems are represented through models. a. Symbolic Model: This is the type of representation of the relationship between the variables of a study where the variables are shown in the form of an equation. This implies that the attributes of a system are related by an equation. The Marshallian theory of consumer behaviour is taken as an example and presented in the Box 1.4 below to show how the theoretical principles can be expressed with the help of a symbolic model. | Box 1.4: Symbolic Representation of UtilityTheory ee] The Marshallian Utility Theory: A. Marshall defined the marginal utility (MU) as the utility derived by the marginal unit of the commodity (or additional unit of the commodity). The total utility (TU) is the sum of the marginal utilities. Again Marshall assumed that marginal utility is diminishing. According to him, different kinds | of commodities are unrelated, insofar as their consumption is concerned, if the utility obtained by the consumer from one unit of consumption is in no way dependent upon the amount that he consumes: of the others. Moreover, to a certain point total utility will increase with every increase in the consumption of the commodity. At some rate of consumption total utility from the commodity will mum. The consumer will not be able to get more satisfaction from the consumption of the | t him, This is called his saturation point for that 1 behaves rationally, and, therefore, attempts to called as principle of Equi-marginal reacham: commodity, even though more of it was trust upon commodity. Here, it is assumed that every consume! maximize their total utility function within the constraints. This isPara L8 BASIC CONCEPTS OF RESEARCH k b. Mathematical Model: Mathematical models are aimed at solving complex real life problems arising in the direction a, management of large system of men. chines, materials and money in society, business, Goy ment and other Iated problems, Some examples oft athern Hical models are linear ro ‘ammning models input-output models, transportation models, assignment mot els inventory models, replies ment models, goal programming models, parametric programming models, quadratic program model, chane oo ered programming model, separable programming models, ete, Therefore, aoe {research one can either develop the improved model for each of the mathematics nodellige techniques than that of the existing od one or use of any oneors combination of exist net hematical models to obtain the results of a complex problem. Applied Research 1.8-4 In such a condition the validity of the existing theory is tested. Applied research aims at finding Solution for an immediate problem facing a society or an industrial/ business house. Thus, it is the application of the existing theory on a particular place. This research basically develops ideas in operational forms, and lays emphasis on new process, adding new products in the existing product li cp creating new variety of products, or some specific aspects of a new technology relevant to the firm, For example- use of sixinterrelated components [Information (F), Brand Reorgani ation (B), Attitude (4) Confidence (C), Intention (1), and Purchase (P)] whi hare the parameters of famous ‘Consumer Decision Model’ (CDM) to determine consumer behaviour ‘These traits have been proposed by John A. Howard for the purpose of analysis of consumer behaviour. S milarly, there also exists other models on consumer behaviour like Nicosia’ model and Engel, Kollat and Blackwell model to determine buying behaviour for a product and which can be used by the researcher in the proposed study. Fundamental Research 1,8-5 Fundamental research is mainly cone’ erned with generalizations and with the formulation of @ theory. Thus, these are original and investigative studies of a basic problem. In such cases new addit are donc in the existing theory and the nature of the survey is original. It won't pay off for many yearsané there will be a host of uncertainties, may be scientific, social, organizational, governmental and competi- tive. Therefore, this type of research is two fold. In some cases it relates to the development of new theory andorinsome other cases, it leads of improving the new onesand insists upon the existing one. An example as discussed in Box 1.5 will make the concept clear. Box 1.5: Development of Theories of International Trade Comparative cost advantage theory of international trade developed by Adam Smith prov ides the basic building blocks forthe construction of the classical theory of international trade. He enunciated the theory fn terms of what iscalled Absolute Advantage Mode! to determine terms of trade between countries. Another well own clasicst,David Ricardo articulated the ensting theory of Adam Smith and expanded it further, what i called as ‘Comparative Advantage model’ of international trade. The Etc and Tr Ee tossther constants what is sometimes referred to as the ‘supply version” ‘ y of international trade. However, the modern versi e trade treats both ‘supply and demand! with equal weights. John Stuart M See te indicate that demard | lerations must be incorporated into the comparati clear: The vagueness in Mill's vealed was the first to indicate that deman arate nto the comparative advantage model, But Mil was not x9 thetoth i at is called as Reciprocal demand was latter removed i? a credited ith inten Y. event and latter by Alfard Marshall. Both Marshall and Edgeworth ing and developing the theory of ‘offer curves’, which is nothing but the geometric technique of demonstrati geometric technique of demonstrating the theory of reciprocal demand. Recent contributions to the | de are have been relied hea tosis] developed Shin Seeds : have been relied heavily on the factor proportions analysis) loped by the two Swedish economists, Eli Hecksch (1919) and Bert | Ohtin (1933) According (| them, the immediate cause of international trade are the differences in the relative price ; i 1 the a i relati oo . ies, and the: i ces it ec C ct of the differences in the factor supplies in pee caterences i the commodity prices arise on account | she case explained abo q ; a B ve shows the path through which the international trade theories are developed17 : TYPES OF RESEARCH Para 1.8 Ethnographic Research 1.8-6 Merlo a eier , fraphy pide pave suggested for a more innovative research method called as ‘ethno- and the term ‘ethnography’ desotesih earch! ve them, ethnography is rooted in cultural anthropology, human behaviour. This research re; resents an ra vite fe ee ae peers anitheln stndyiot isroduction‘and sales orientation Sanches cnts an opportunity for companies wishing to move from rooues ct sales orienta et orientation that emphasizes ona customer-centric approach. This research is beneficial for both the parties, ie., to companies as well as to the customers. Through field work, the companies can explore the genuine needs of their targeted customers and, hence, will increase the relevance of their offerings. This, in turn, can also lead to the creation of a differential advantage, or the ability to offer products that are perceived by customers as better than those of competitors. It also may help the companies to identify the new market and, hence, the new customers. Again, in an era where meeting customer expectations is no longer sufficient to create a loyal customer base, but rather exceeding expectations and delighting customers has become paramount. This research tool can help companies to stay competitive through customized innovation. Further, as customers in the emerging markets are rapidly evolving and reshaping the global economy through their changing life styles, values, consumption patternsand behaviour, the ethnography research can be used as a most effective way to understand the changing customers behaviour. Some live examples earch is derived in the Box 1.6 below. of ethnographic market 1 | Box 1.6: Live Examples of Some Ethnographic Market Research Conk pany /Product | Examples 6} {pplication of the ethnographic research ‘ a ae TT 7 % Ke cihnoeraphers found that Chinese businessmen, r fotorola This com ethnographers oe d developed a complex ¥ ‘al areas with no telephone cov erage, hades a Motarclats working int eke ie Sen eee