Business Research Methods

Name
Rajat Jhingan

02 Feb 2009

Research Methods(Hypothesis) By: Rajat Jhingan

2

HYPOTHESIS
Research Hypothesis:
 Tentative proposition whose validity remains to be tested.

 The research validates the hypothesis.
 A correlation of a multiple phenomenon.  A reasoned proposition.

 Presence of dependent and independent
variables.
02 Feb 2009 Research Methods(Hypothesis) By: Rajat Jhingan 3

HYPOTHESIS
Relational Hypothesis
• H y p o t h e s i s Ta k e n : Promotion as one of the major factors in
marketing driving the sales volume & adjusts to the cultural factors. • R e l a t i o n a l H y p o t h e s i s : Relationship between two variables,

either negative or positive correlation or a casual relationship
• S o u r c e o f H y p o t h e s i s : Theory, Observation and State of Knowledge • F e a t u r e s : Conceptual Clarity, Testability , Objectivity and Simplicity.
02 Feb 2009 Research Methods(Hypothesis) By: Rajat Jhingan 4

HYPOTHESIS
Case Summary: R e e b o k
 Reebok International Limited is a British producer of athletic footwear, apparel and accessories.  Currently a Subsidiary of Adidas.  Founded: 1895, Bolton, England.  Industry: Sportswear and Sports Goods.  Has diverse product lines ranging from sports shoes to accessories.  Reebok has over 20 foreign subsidiaries, sells products in over 140 countries and has worldwide contract manufacturing relationships.

02 Feb 2009

Research Methods(Hypothesis) By: Rajat Jhingan

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HYPOTHESIS
Case Summary: R e e b o k (Contd.)
• Being a multinational corporation, it functions across various continents and many countries. • The socio-economic and demographic composition differs from one country to another. • The major competitors are : Nike and Puma. • Price and quality are now based on the conformance to international standards. Thus these advantages are available too the competitors also. • The cultural factors also plays a major role and very challenging when it comes to the selling of the products. • The position in the minds of the prospective buyers distinguishes one player from another.
02 Feb 2009 Research Methods(Hypothesis) By: Rajat Jhingan 6

Marketing Mix: Product Price Place & Promotion. Promotion as an efficient and inevitable factor. Brand has its own presence. Connects to the cultural factors. Successfully adapts with fads and trends. Now has become a part of fashion and style statements. Brand Ambassadors ranging from Bipasha Basu to Rahul Dravid and now Neil Nitin Mukesh. Taglines Connecting with the youth feelings: I am what I am.
02 Feb 2009

Tomorrow is mine. By: Research Methods(Hypothesis)
Rajat Jhingan

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The Endorsements:
Cricket: Chennai Super Kings

Rajasthan Royals
Bangalore Royal Challengers Kolkata Knight Riders

Football
Kingfisher East Bengal FC Mohun Bagan
02 Feb 2009 Research Methods(Hypothesis) By: Rajat Jhingan 8

HYPOTHESIS
Observation & Findings:
• The brand Reebok is now synonymous with style, fashion, sports and youth appeal. • It is a leading sports shoes seller with 51% market share in

India.
• Has penetrated the market of sports apparel and accessories too. • Brand has a very strong and positive image in the minds of the buyers. • Brand visibility and strong brand appeal has made it most sought after product.
02 Feb 2009 Research Methods(Hypothesis) By: Rajat Jhingan 9

HYPOTHESIS
Hypothesis Validated :
 All other brands like Nike and Puma are equally priced
and have almost same quality standards.  The are taking into account the cultural factors, for

different cultures, they have different ambassadors .
 Connects to a national phenomenon.  Have their largest market share in India (51%).

 Promotion provides it to generate more demand for the
product and most sought after.
02 Feb 2009 Research Methods(Hypothesis) By: Rajat Jhingan 10

HYPOTHESIS
Conclusion:
 The hypothesis we selected was validated by seeing the market share in India and their related promotional campaigns.  There is a positive correlation between the promotional campaigns

and the sales volume of a product..
 The hypothesis selected was reasonable and can be tested as a case was taken to validate it.

 We had two dependent variables like promotional campaigns and
sales volume. The cultural factors was independent variable and still had indirect relation with other parameters..
02 Feb 2009 Research Methods(Hypothesis) By: Rajat Jhingan 11

HYPOTHESIS
Conclusion (C ontd. ):
 It was both observed and statistically proved that the hypothesis taken was valid and could be tested.  The conceptual feature of a good hypothesis was also applicable as the 4 P’s of marketing.

 The research hypothesis is objective in
nature and simple to understand.
Research Methods(Hypothesis) By: Rajat Jhingan

02 Feb 2009

12

02 Feb 2009

Research Methods(Hypothesis) By: Rajat Jhingan

13

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