2 markg-research

8/7/2019 2 markg-research

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F eatures of research

1 . Directed towards the solution of a problem.2. Based upon observations, experiences or

empirical evidence.

3. Demands accurate observation, experimentationand description of the phenomena.

4. Requires use of scientific methods and logicalreasoning to probe deeper and reach the truth.

5. It is a patient and unhurried activity.6. Requires systematic recording and reporting.

7. Research never solves a problem completely.


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Types of research :1 .Basic research/Pure research2.Applied research/Decisional research

Basic research Expands the body of knowledge in a field Provides knowledge for the use of others. Do not have any commercial value.Applied research For the purpose of solving a particular problem. For guiding a specific decision.


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Appl ied Research

Classification of Applied Research

ProblemIdentification Research

Market potential researchMarket share researchMarket characteristics researchSales analysis researchForecasting researchBusiness trends research

Problem SolvingResearch

Segmentation ResearchProduct ResearchPromotion ResearchDistribution Research


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Research Methods1.Hi stor ical method- evidence about past is collected,evaluated, verified and synthesized.2 .D escr ipt iv e method- concerned with fact finding. It isuseful in the assessment of opinions, behavior andcharacteristics of a population and describing the stateof affairs.

3 .Ex per imental method- study of cause and effectrelationship under controlled conditions.

4.Fi

eld study method- attempts to reveal attitudes, valuesperceptions and behavior of individuals and groupsunder different situations.

5 . Case study method- intensive investigation of a socialunit or a system.


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Scientific Research Method

Traits of Scientific research

Validity-m easures what it

clai m s to m easure

Reliability repeated tests will give the sa m e results

A procedure of research which tries to reduce or minimisethose e lements of uncertainty which resu lt from lack of

information. By doing so, it reduces the danger of makingwrong choice between a lternative courses of action .


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C haracteristics of scientific research

1. Verifiable evidence- factual observations whichother observers can see and check.

2 . Accuracy- describing what really exists.

3. Precision - quantifying the data.4. Systematisation -attempting to find all the

relevant data.

5. Objectivity -being free from all biases andvested interests.


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Characteristics contd

6.

R ecording - jotting down complete details asquickly as possible.7 .Controlling conditions- controlling all

variables except one and then attempting toexamine what happens when that variableis varied.

8.Training investigators- imparting necessary

knowledge to investigators to conduct aproper research.


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Distinction between scientific and non

scientific research

1 . Objectivity of the investigator

2. Accuracy of measurement

3. Continuing and exhaustive natureof investigations


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D ifficulty in applying scientificmethod to marketing research

1 . Investigator is involved in use of results,

2. Imprecise measuring devices,

3. Influence of measurement process on results,4. Time pressure for results,

5. Difficulty in using experiments to test

hypothesis,6. Greater complexity of subject.


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sm/brm1/06. 11

T he Manager-Researcher

Re lationshi pManagers ob ligations Specify prob lems

Provide adequate background information Access to com pany information gatekee pers

Researchers ob ligations Deve lop a creative research design Provide answers to im portant business

questions


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sm/brm1/06. 12

Manager-Researcher C onf licts

Managements limited ex posure toresearch

Manager sees researcher as threat topersona l statusResearcher has to consider cor porateculture and organisationa l situationsResearchers iso lation from managers

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