Introduction To Research Methods

Introduction to
Research Methods
Made by Vaishnavi Sharma,RitikBhaisare and Aryan Raj
Tiwari
Title and Content Layout with List
• Defining Marketing Research
• Roles of Marketing Research in Business decision making
• Objectives of Marketing Research
• Overview of Research process
• Types of Research
• Problems encountered by researcher
• Overview ( also includes examples regarding mr )
Defining Marketing Research
“The systematic gathering, recording and analysis of data about problems relating
to the marketing of goods and services” —The American Marketing Association.
In more Simple words, To know more about customer in a market.

Role of Marketing Research
The role of research in several fields of applied economics, whether related

to business or to the economy as a whole, has greatly increased in modern
times.
Role of MR in Forecasting
Research provides the basis for nearly all government policies in our
economic system.For instance, government’s budgets rest in part on an
analysis of the needs and desires of the people and on the availability of
revenues to meet these needs. The cost of needs has to be equated to
probable revenues and this is a field where research is most needed.
Through research we can devise alternative policies and can as well
examine the consequences of each of these alternatives.
Role of MR in Production and Distribution
• A market researcher, like a doctor, can describe the situation of ill-health

and prescribe the remedies. Marketing research is of particular
importance to manufacturers, distributors, advertising agencies and the
government.
• Framing and Implementing Product Policies.

• Distributors the vital link between producers and consumers stand to
benefit by marketing research. The success of a distributor depends on
the strategic place of his selling outlet. While selecting the site, two
aspects are given top priority namely region and specific site.
Role of MR in Operations
Research has its special significance in solving various operational and

planning problems of business and industry. Operations research and
market research, along with motivational research,are considered crucial
and their results assist, in more than one way, in taking business decisions.
Objectives of MR
• To test a hypothesis of a causal relationship between variables (such

studies are known as hypothesis-testing research studies).
• To Study in Detail Likes and Dislikes of the Consumers.
• To Know The Market Competition : Marketing research also aims at
knowing the quantum of competition prevalent in the market about the
product in question.
Marketing Research Process
Step 1
Identifying the Research problem:-
What is to be researched (content and the scope)? And Why the research is
to be done (decisions that are to be made)?
At the very outset the researcher must single out the problem he wants to
study, i.e., he must decide the general area of interest or aspect of a subject-
matter that he would like to inquire into.
Step 2
Reviewing Literature, concepts and theories regarding problem:-
For this purpose, the abstracting and indexing journals and published or
unpublished bibliographies are the first place to go to. Academic journals,
conference proceedings, government reports, books etc., must be tapped
depending on the nature of the problem. In this process, it should be
remembered that one source will lead to another.
Step 3
Developing strong research questions:-
A good research question is essential to guide your research paper, project

or thesis. It pinpoints exactly what you want to find out and gives your
work a clear focus and purpose.
Step 4
Choosing and preparing the research design:-
Once problem is identified and properly understood, the next step is to

prepare a detailed plan/design to solve it. It is a pattern or an outline of
research project’s workings. It is same as the blue print of architect’s work.
Generally, it is in written form.
Step 5
Planning the Sample:
Sampling involves procedures that use a small number of items or parts of

the ‘population’ (total items) to make conclusion regarding the ‘population’.
Important questions in this regard are— who is to be sampled as a rightly
representative lot? Which is the target ‘population’? What should be the
sample size—how large or how small? How to select the various units to
make up the sample?
Step 6
Data Collection:
The collection of data relates to the gathering of facts to be used in solving

the problem. Hence, methods of market research are essentially methods of
data collection. Data can be secondary, i.e., collected from concerned
reports, magazines and other periodicals, especially written articles,
government publications, company publications, books, etc. Data can be
primary, i.e., collected from the original base through empirical research by
means of various tools.
Step 7
Data Processing and Analysis:
Once data have been collected, these have to be converted into a format
that will suggest answers to the initially identified and defined problem.
Data processing begins with the editing of data and its coding. Editing
involves inspecting the data-collection forms for omission, legibility, and
consistency in classification. Before tabulation, responses need to be
classified into meaningful categories.
Step 8
Formulating Conclusion, Preparing and Presenting the Report
Finally, the researcher has to prepare the report of

what has been done by him. Writing of report must be done with great care.
The research report should clearly and effectively communicate the research
findings and need not include complicated statement about the technical
aspect of the study and research methods.
Types of Research
Descriptive vs. Analytical: Descriptive research includes surveys and fact-

finding enquiries of different kinds. The main characteristic of this method
is that the researcher has no control over the variables; he can only report
what has happened or what is happening. For descriptive studies in which
the researcher seeks to measure such items as, for example, frequency of
shopping, preferences of people, or similar data.
Types of Research
Explanatory research:-
It is the most common type of research method and is responsible for
establishing cause-and-effect relationships that allow generalizations to be
extended to similar realities. It is closely related to descriptive research,
although it provides additional information about the observed object and
its interactions with the environment.
Cadbury product , Graphite etc.

Types of Research
Quantitative vs. Qualitative:
Quantitative research is based on the measurement of quantity

or amount. It is applicable to phenomena that can be expressed in terms of
quantity. Qualitative research, on the other hand, is concerned with
qualitative phenomenon, i.e., phenomena relating to or involving quality or
kind.
Applied Research and Fundamental Research
Applied research aims at finding a solution for an immediate problem

facing a society or an industrial/business organization, whereas
fundamental research is mainly concerned with generalizations and with
the formulation of a theory.
Conceptual and Empirical Research
Conceptual vs. Empirical: Conceptual research is that related to some

abstract idea(s) or theory. It is generally used by philosophers and thinkers
to develop new concepts or to reinterpret existing ones. On the other hand,
empirical research relies on experience or observation alone, often without
due regard for system and theory. It is data-based research, coming up with
conclusions which are capable of being verified by observation or
experiment.
Problems Encountered by Researchers
1st.
The lack of a scientific training in the methodology of research is a great impediment for
researchers in our country. There is paucity of competent researchers. Many researchers
take a leap in the dark without knowing research methods. Most of the work, which
goes in the name of research is not methodologically sound.
2nd.
There is insufficient interaction between the university research departments on one
side and business establishments, government departments and research institutions on
the other side. A great deal of primary data of non-confidential nature remain
untouched/untreated by the researchers for want of proper contacts.
3rd.
Research studies overlapping one another are undertaken quite often for want of
adequate information. This results in duplication and fritters away resources. This
problem can be solved by proper compilation and revision, at regular intervals, of a list
of subjects on which and the places where the research is going on.
4th.
Ethical complications where most of the companies don’t disclose their data regarding
privacy.
5th.
There is also the difficulty of timely availability of published data.
Overview of MR through its Applications
1. Product Research
2. Advertising Research
4. Pricing Research
5. Consumer Research
6. New Market Research
7. Sales Research

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Introduction to

In more Simple words, To know more about customer in a market.

The role of research in several fields of applied economics, whether related

• A market researcher, like a doctor, can describe the situation of ill-health

• Framing and Implementing Product Policies.

Research has its special significance in solving various operational and

• To test a hypothesis of a causal relationship between variables (such

Identifying the Research problem:-

Reviewing Literature, concepts and theories regarding problem:-

A good research question is essential to guide your research paper, project

Once problem is identified and properly understood, the next step is to

Sampling involves procedures that use a small number of items or parts of

The collection of data relates to the gathering of facts to be used in solving

Data Processing and Analysis:

Finally, the researcher has to prepare the report of

Descriptive vs. Analytical: Descriptive research includes surveys and fact-

Cadbury product , Graphite etc.

Quantitative vs. Qualitative:

Quantitative research is based on the measurement of quantity

Applied research aims at finding a solution for an immediate problem

Conceptual vs. Empirical: Conceptual research is that related to some

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