CIPLA

RANBAXY

DRL

WHAT IS COMMON ?

UNCERTAINTY CAN IT BE ELIMINATED ?

CAN IT BE REDUCED ?

RESEARCH REDUCES UNCERTAINTY.

RESEARCHRESEARCH

All of us have done research All of us have done research knowingly or unknowingly !!knowingly or unknowingly !!

RESEARCH IS A SYSTEMATIC SEARCH FOR INFORMATION.

RESEARCH IS A PURPOSEFUL INVESTIGATION.

RESEARCH :

FOUNTAIN OF KNOWLEDGE

TO FIND HIDDEN TRUTH

TO DISCOVER ANSWERS TO QUESTIONS

SIGNIFICANCE OF RESEARCH

Research leads to invention.

Helps in solving operational problems.

Provides the basis for govt. policies.

Helps in solving social problems.

Helps in taking decisions.

RESEARCH & COMMON SENSE

Systematic

Objective

Reproducible

Relevant

Research is not a fishing expedition.

OBJECTIVES :

To gain familiarity with a phenomenon or to achieve new insights into it .

(Exploratory or formulative research studies)

To find out / portray accurately the characteristics of a particular individual, situation or a group.

(Descriptive research studies)

To determine the frequency with which something occurs or with which it is associated with something else.

(Diagnostic research studies)

To test a hypothesis of a causal relationship between variables.

(Hypothesis testing research studies)

TYPES OF RESEARCH :

EXPLORATORY RESEARCH :

1)The literature survey

2)The experience survey

3)The analysis of case studies

CONCLUSIVE RESEARCH :

1) Descriptive research

2) Experimental research

CLASSIFICATION OF RESEARCH :

Applied Vs. Fundamental research

Descriptive Vs. Analytical research

Quantitative Vs. Qualitative research

Conceptual Vs. Empirical research

ROLE OF RESEARCH IN

IMPORTANT AREAS

MARKETING : Consumer buying behavior

Demand forecasting

Measuring advertising effectiveness

Media selection

Product positioning

New product potential

PRODUCTION :

What to produce?

How much to produce?

Plant location

Production process

Quality process

Optimum inventory level

FINANCE :

o Amount of working capital

o Amount of cash

o Investment decisions

o Financing decisions

H.R.D.▼Incentives

▼Employees turnover

▼Performance appraisal

▼Recruitment & training

RESEARCH METHODRESEARCH METHOD

Methods of data collectionMethods of data collection

Statistical methods for study of Statistical methods for study of relationshiprelationship

Methods used to evaluate accuracy Methods used to evaluate accuracy of the results obtainedof the results obtained

RESEARCH METHODOLOGYRESEARCH METHODOLOGY

A way/process to systematically A way/process to systematically solve the solve the research problemresearch problem

Cover various steps adopted by the Cover various steps adopted by the researcher researcher

Methodology will be different from Methodology will be different from problem to problemproblem to problem

CRITERIA OF GOOD RESEARCHCRITERIA OF GOOD RESEARCH

The purpose of the research should be clearly The purpose of the research should be clearly defined.defined.

The research procedure used should be The research procedure used should be described in sufficient detail.described in sufficient detail.

The design of research should be properly The design of research should be properly planned.planned.

Validity and reliability of data should be Validity and reliability of data should be checked carefully.checked carefully.

Cont..Cont..

Method of analysis should be Method of analysis should be appropriate and analysis of data should appropriate and analysis of data should be adequate.be adequate.

Conclusion should be confined to Conclusion should be confined to those justified to data.those justified to data.

Researcher should have knowledge, Researcher should have knowledge, experience and integrity.experience and integrity.

PROCESS OF RESEARCHPROCESS OF RESEARCH Problem definitionProblem definition

Research designResearch design

Data collectionData collection

Data analysisData analysis

Interpretation of resultsInterpretation of results

R.L.ACKOFF: Five Component of R.L.ACKOFF: Five Component of a Problema Problem

Research - ConsumerResearch - Consumer

Research - Consumer’s objectivesResearch - Consumer’s objectives

Alternative means to meet the objectivesAlternative means to meet the objectives

Doubt in regard to select of objectivesDoubt in regard to select of objectives

One or more environment to which the problem One or more environment to which the problem pertains pertains

MERTON: Three components in MERTON: Three components in the promulgation of a problemthe promulgation of a problem

The originating question: WhatThe originating question: What

Rationale of question: WhyRationale of question: Why

The specifying question: Possible answerThe specifying question: Possible answer

DEFINING A PROBLEM: StepsDEFINING A PROBLEM: Steps Statement of the problem in a general wayStatement of the problem in a general way Understanding the nature of the problemUnderstanding the nature of the problem Surveying the available literatureSurveying the available literature Developing the ideas through discussionDeveloping the ideas through discussion Rephrasing the research problem into Rephrasing the research problem into

working proposition working proposition

A COMPLETE PROBLEM DEFINITION A COMPLETE PROBLEM DEFINITION Specify the following:Specify the following:

Unit of analysis: Source of information “on Unit of analysis: Source of information “on what”, “on whom”.what”, “on whom”.

Time and space co-ordinates.Time and space co-ordinates. Characteristics of interest: 2 x 2 matrix by Characteristics of interest: 2 x 2 matrix by

Frank, Massy & Wind.Frank, Massy & Wind. Environmental condition:Environmental condition:

Beyond controlBeyond control

Within control Within control

CHARACTERISTICS OF CHARACTERISTICS OF INTERESTINTEREST

DemographicDemographic

Socio-Socio-economiceconomic

Purchase Purchase behaviourbehaviour

Brand useBrand use

Personality Personality TraitTrait

IntelligenceIntelligence

AttitudesAttitudes

PerceptionsPerceptions

General Situation specific

Characteristics

Measures

Objective

Inferred

RESEARCH PROBLEM AS RESEARCH PROBLEM AS HYPOTHESIS TESTINGHYPOTHESIS TESTING

It is often convenient to structure a research problem It is often convenient to structure a research problem in term hypothesis to be tested.in term hypothesis to be tested.

Hypothesis is simply a statement about the Universe :Hypothesis is simply a statement about the Universe :

It may or may not be true.It may or may not be true.

The research is designed to find out the truth.The research is designed to find out the truth.

Hypothesis guides the researcher to select the Hypothesis guides the researcher to select the relevant informationrelevant information

SOURCES OF HYPOTHESISSOURCES OF HYPOTHESIS

Personal experience and observations.Personal experience and observations.

Hypothesis may rest on the finding of Hypothesis may rest on the finding of other studies.other studies.

Hypothesis may stem from a body of Hypothesis may stem from a body of theory.theory.

CHARACTERISTICS OF A CHARACTERISTICS OF A USEABLE HYPOTHESISUSEABLE HYPOTHESIS

It should be empirically tested.It should be empirically tested.

It should be closest to thing observable.It should be closest to thing observable.

It must be conceptually clear.It must be conceptually clear.

It must be specific.It must be specific.

RESEARCH DESIGNRESEARCH DESIGN

A blue print for the research study .A blue print for the research study .

Covers various phases of research.Covers various phases of research.

A comprehensive master planA comprehensive master plan

Guiding framework for the research study.Guiding framework for the research study.

RESEARCH DESIGN DECISIONS RESEARCH DESIGN DECISIONS ARE:ARE:

What is the study about ?What is the study about ? Why is the study being made?Why is the study being made? Where will the study be carried out?Where will the study be carried out? What type of data required ?What type of data required ? Where the required data is found?Where the required data is found? What periods of time will the study What periods of time will the study

include?include?

Cont..Cont..

What will be the sample design?What will be the sample design? What techniques of data collection will be What techniques of data collection will be

used?used? How will be the data analyzed?How will be the data analyzed? In what style will the report are prepared?In what style will the report are prepared?

FOUR PHASES OF FOUR PHASES OF RESEARCH DESIGNRESEARCH DESIGN

Sampling design: Methods of selecting itemsSampling design: Methods of selecting items Observational design: Conditions on which the Observational design: Conditions on which the

observations are to be observations are to be made.made.

Statistical design: How the data to be Statistical design: How the data to be analyzed?analyzed?

Operational design: procedures to be carried Operational design: procedures to be carried out.out.

IMPORTANT CONCEPTSIMPORTANT CONCEPTS Dependent & Independent variable.Dependent & Independent variable. Extraneous Variable : independent variable not Extraneous Variable : independent variable not

related to the purpose of the study.related to the purpose of the study. Control : effect of extraneous variable is Control : effect of extraneous variable is

minimum .minimum . Research hypothesis.Research hypothesis.

CAUSALITYCAUSALITY Action – outcomeAction – outcome Causal Variable - Effect VariableCausal Variable - Effect Variable There is strong evidence to say that there There is strong evidence to say that there

exists a strong association.exists a strong association. The action must precede outcome.The action must precede outcome. There is strong evidence to say that there were There is strong evidence to say that there were

no other possible factors, which could have no other possible factors, which could have resulted in the observed outcome.resulted in the observed outcome.

RESEARCH DESIGN FOR RESEARCH DESIGN FOR EXPLORATORY RESEARCH STUDIESEXPLORATORY RESEARCH STUDIES

The survey of literatureThe survey of literature The experience surveyThe experience survey The analysis of selected cases.The analysis of selected cases.

Design is flexible.Design is flexible. No structured questionsNo structured questions Convenience sampling.Convenience sampling.

RESEARCH DESIGN FOR DESCRIPTIVE RESEARCH DESIGN FOR DESCRIPTIVE RESEARCH STUDIESRESEARCH STUDIES

Panel Research Design : Periodic Panel Research Design : Periodic information collection from a sample of information collection from a sample of respondents.respondents.

Cross Sectional Design : Picture of a Cross Sectional Design : Picture of a situation at a give point of time.situation at a give point of time.

Focus Groups for free flowing discussions.Focus Groups for free flowing discussions.

RESEARCH DESIGN FOR RESEARCH DESIGN FOR EXPERIMENTAL RESEARCH STUDIESEXPERIMENTAL RESEARCH STUDIES

After-only with one Control GroupAfter-only with one Control Group Experimental Group: RX OExperimental Group: RX O11

Control Group : R OControl Group : R O2 2

Before- After with one Control GroupBefore- After with one Control Group Experimental Group: R OExperimental Group: R O11 O O22

Control Group: R OControl Group: R O33 O O44

Treatment Effect = A - B=(OTreatment Effect = A - B=(O22–O–O11)-(O)-(O44 – O – O33 ) )

THE SOLOMON FOUR GROUPS THE SOLOMON FOUR GROUPS DESIGNDESIGN

Experimental Group1:Experimental Group1: RR QQ11 QQ22

Control Group1:Control Group1: RR QQ33 QQ44

Experimental Group2: RExperimental Group2: R QQ55

Control Group2:Control Group2: RR QQ66

Treatment effect = QTreatment effect = Q55-Q-Q66

Sensitizing Effect = (QSensitizing Effect = (Q22-Q-Q11) - (Q) - (Q55- Q- Q11+Q+Q33))

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STRUCTURED QUESTIONNAIRESTRUCTURED QUESTIONNAIRE

Questions & answers are specified.Questions & answers are specified. Comments in the respondent’s own words Comments in the respondent’s own words

are held to a minimum.are held to a minimum. Usually has fixed alternative answers to Usually has fixed alternative answers to

each question.each question. Simple to administer & to analyse.Simple to administer & to analyse. Considered inappropriate for study on Considered inappropriate for study on

attitude & feelings.attitude & feelings.

UNSTRUCTURED QUESTIONAIREUNSTRUCTURED QUESTIONAIRE

Useful for in-depth interviewerUseful for in-depth interviewer More open-ended questionsMore open-ended questions Employed in pre-testing and for Employed in pre-testing and for

constructing structured questionnaire.constructing structured questionnaire.

DESIGNING A QUESTIONNAIREDESIGNING A QUESTIONNAIRE Covering letter: for mailing Covering letter: for mailing

- should be short and simple- should be short and simple The question sequence:The question sequence:

ToTo be arranged logicallybe arranged logically Personal questions: Ask towards the endPersonal questions: Ask towards the end Difficult questions: Strain on memory and Difficult questions: Strain on memory and

intellect: ask towards the intellect: ask towards the end.end.

QUESTIONNAIREQUESTIONNAIREThe question wording: an artThe question wording: an art

Should be simple and easy to understood Should be simple and easy to understood Ambiguous questions should be avoidedAmbiguous questions should be avoided

Type of questions:Type of questions: multiple choice / Y/N / open -endedmultiple choice / Y/N / open -ended

MODEL BUILDING MODEL BUILDING AND AND

DECISION MAKINGDECISION MAKING

MODELMODEL The body of information about a system The body of information about a system

gathered for the purpose of studying the systemgathered for the purpose of studying the system

A set of variables and their interrelationshipA set of variables and their interrelationship

OBJECTIVES OF MODELLINGOBJECTIVES OF MODELLING

Description of the system functioningDescription of the system functioning

Prediction of the futurePrediction of the future

Helping the decision maker decide what Helping the decision maker decide what

to doto do

PRESENTATION OF MODELSPRESENTATION OF MODELS

Verbal or prose modelsVerbal or prose models

Graphical modelGraphical model

Mathematical modelMathematical model

Logical flow modelLogical flow model

TYPES OF MODELTYPES OF MODEL

Physical Vs. MathematicalPhysical Vs. Mathematical

Macro Vs. MicroMacro Vs. Micro

Deterministic Vs. StochasticDeterministic Vs. Stochastic

MODEL BUILDINGMODEL BUILDING

Identifying and formulating the decision Identifying and formulating the decision problemproblem

Identifying the objective(s) of the decision Identifying the objective(s) of the decision maker(s)maker(s)

Identifying the elements of the systemIdentifying the elements of the system Determining the relevance of different Determining the relevance of different

aspects of the systemaspects of the system Model calibrationModel calibration ImplementationImplementation

PROPOSAL FOR A RESEARCH PROJECTPROPOSAL FOR A RESEARCH PROJECT Descriptive title of the studyDescriptive title of the study

Names of authors and their backgroundNames of authors and their background

Nature of the study:Nature of the study: Problem to be examined / objectivesProblem to be examined / objectives Significance and need for the studySignificance and need for the study Background information available Background information available Scope of the studyScope of the study To whom it will be usefulTo whom it will be useful

Cont..Cont..

PROPOSAL: CPROPOSAL: Contont.... Hypothesis, if any, to be testedHypothesis, if any, to be tested Data: sources, collection procedure, Data: sources, collection procedure,

methodologymethodology Equipment and facilities requiredEquipment and facilities required Schedule: target dates for completing Library Schedule: target dates for completing Library

research, data collection, tabulation and research, data collection, tabulation and analysis, first draft and final draftanalysis, first draft and final draft

Cost estimatesCost estimates BibliographyBibliography

PARTS OF A REPORTPARTS OF A REPORT Cover and the title pageCover and the title page Introductory pages:Introductory pages:

Forward Forward PrefacePreface AcknowledgementAcknowledgement ContentsContents List of tables and chartsList of tables and charts AbstractAbstract

Cont..Cont..

REPORT CREPORT Contont.... Text:Text: Introduction- Concept- Analysis-conclusion- Introduction- Concept- Analysis-conclusion-

Quotations-footnotes/references- TablesQuotations-footnotes/references- Tables

Reference sectionReference section AppendicesAppendices BibliographyBibliography Glossary (if required)Glossary (if required)

PRESENTATION OF REPORTSPRESENTATION OF REPORTS

Presentation skill is the ability to mix in the right Presentation skill is the ability to mix in the right proportion various elements of:proportion various elements of:

Communication dimensionCommunication dimension Presentation packagePresentation package Use of Audio-Visual aidsUse of Audio-Visual aids

COMMUNICATION DIMENSIONCOMMUNICATION DIMENSION

PurposePurpose

AudienceAudience

MediaMedia

MessageMessage

TimeTime

placeplace

Presentation package:Presentation package:Pre-presentation handoutPre-presentation handoutPost-presentation handoutPost-presentation handout

Use of audio-visual aidsUse of audio-visual aids