Research Methodology

1
 SYLLABUS
1)Relevance & Scope of Research in
Management.
 2) Steps involved in the Research process
 3) Identification to Research Problem
 4) Identification & Types of research
variables.
 5) Research Design.

2
 SYLLABUS
 6) Data collection methodology, primary data -
collection method / measurement techniques-
Characteristics of measurement techniques
-reliability, validity etc. - Secondary Data
Collection method - Library Research,
References - bibliography, Abstract etc.
 7)      Analysis techniques - qualitative &
quantitative analysis techniques - Techniques of
testing hypothesis - Chi-square, T-test,
Correlation & Regression, Analysis of variance
etc. - Making choice of an appropriate analysis
technique.

3
 SYLLABUS
8)      Research Report writing.
 9)      Computer aided Research
Methodology

4
References:
• C.R. Kothari- Research Methodology
• Donald Cooper & Pamela Schindler-
Business research Methods
• Malhotra- Marketing Research- An applied
Orientation

5
 DEFINING RESEARCH
What is research?
“ Systematised effort to gain knowledge”- Redman
and Mory.
Research is a process of “ manipulation of things,
concepts or symbols for the purpose of
generalizing to extend, correct or verify
knowledge, whether that knowledge aids in the
construction of theory or in the practice of an
art”- Slesinger and Stephenson in Encyclopedia
of Social Sciences

6
 DEFINING RESEARCH
Research comprises the following:
• Defining and redefining the problem
• Formulating hypothesis
• Collecting, organizing and evaluating data
• Making deductions and reaching
conclusions
• Carefully testing the conclusions to
determine whether they fit the hypothesis
7
Defining Research Methodology
Methodology means the systematic study of
the methods, principles, procedures and
rules applied within a discipline..

8
 Significance /Relevance for
management
Why should managers study research
Methodology?
Business research is a systematic enquiry that
provides information to guide managerial
decisions.
It is a process of planning, acquiring, analysing
and disseminating relevant data and insights to
decision makers, leading to appropriate actions,
which, in turn, maximise business performance.

9
 Significance /Relevance for
management
Changing approach to business- from gut
feeling and evidence – to qualitative- to
quantitative
Relevant whether large commercial
ventures, public agencies, non profits,
small businesses or individual
entrepreneurs

10
 Significance /Relevance for
management
• Significant in solving various operational
and planning problems of business and
industry
• Market research (investigation of the
structure and development of market)
• Important for formulating policies for
purchase, production and sales

11
 Significance /Relevance for
management
• Motivational research studies consumers’
motives in their purchase behavior
(Consumer behavior)
• Operations research refers to the
application of mathematical, logical and
analytical techniques to the solution of
business problems of optimization of
resource use, cost minimization and profit
maximization.

12
 Significance /Relevance for
management
• Aid to Informed decision making
• Helps identify problem areas
• Aid to forecasting
• Helps business budgeting
• Tool for efficient production and
investment decision making
• Optimal utilisation of resources
• Basis for innovation
13
 Significance /Relevance for
management
• Managers need research to measure and
compare the ROI on various strategies.
• Helps in a better understanding of
employees, stockholders and customers

14
Factors Aiding Business Research

Developments Aiding Business Research

• Competition – local, domestic and global
• More complex business organisations
• Stakeholders demanding greater role
• Growth of Internet
• Growth of technology and greater
computing power
• Advanced Analytical techniques
15
 Objectives of Research
Objectives:
1. To gain familiarity with a certain phenomenon or
gain new insights (Exploratory research)
2. To portray accurately the characteristics of a
particular individual, group or situation.
(Descriptive)
3. To see the frequency with which some
phenomenon is associated with something else
(Diagnostic)
4. Hypothesis of causal relationship between
variables (Hypothesis-testing)

16
 Criteria Of Good Research
1. Purpose should be clearly defined.
2. Research Process (source of data etc)
should be described in sufficient detail-
except when secrecy is required-This will
help verify, correct and extend knowledge,
keeping the continuity of what has already
been achieved.

17
3. Design (Sampling, questionnaire, observation
etc) should be thoroughly planned so as to yield
objective results.
4. High ethical standards -from misusing
information , to forcing respondents to answering
questions to animal rights and human dignity-
Dilemma
5. Limitations should be frankly revealed (e-g.,
flaws in design) so that the decision maker is
made aware.

18
 Criteria Of Good Research

6. Analysis of data should be adequate and

methods of analysis appropriate. Should
check for reliability and validity, and
probability of error
7.Unambiguous presentation
8. Conclusions should be confined to those
justified by the data of the research.
19
 Criteria Of Good Research

• Good research is systematic- structured with

specified steps taken in specified sequence in
accordance with well-defined rules
• Good research is logical: logical reasoning
makes research more meaningful in the
context of decision making
• Good research is empirical: dealing with
concrete data that provides the basis for
external validity to research results.
• Good research is replicable
20
 Role Play for Research Team
You are the research team of a flourishing
shampoo brand in metros. Your manager wants
to extend it to rural areas. He has 2 alternatives:
i) Launch line extensions of current shampoo
brand (a variant with the same brand name)
ii) Re-position your brand
Each alternative has its pluses and minuses.
How will your team go about this research to aid
the manager?
21
 Real Research- Reviving an Ailing
Giant
• In early 1980s DaimlerChrisler was struggling
for survival.
• Iacocca, a senior manager and Sperlich, a
designer used marketing research to identify a
need- better family transportation.
• Focus groups, mall intercepts and mail surveys
suggested that consumers wanted a van that
handled like a car. People were not looking for a
workhorse vehicle but a reliable, spacious and
convenient mode of transport.

22
 Real Research
• Chrysler designed its product around the
consumer rather than the internal
perception of the organisation.
• It developed a strong linkage between the
consumer problem and product solution.
• The company continued to rely on market
research to develop targeted products.

23
 Real Research
• Gradually in 2001 it added a power-
operated rear liftgate for its minivans to aid
shorter drivers.
• In 2002, power-operated sliding doors
were added.
• Additional Safety and money saving
features were added based on research.
(Malhotra, p13)
24
• Personal:
• 1. Relevance
• 2. Steps
• 3. Identification of research Problem-
Class room work to identify and the steps
• 4.Types of variables, RD, data collection

25
26