Types of Research•Theoretical•Applied•Exploratory•Conclusive: Descriptive, Causal

•Quantitative vs. Qualitative

Research ApproachesQuantitative•Inferential- A data base used to infer characteristics or relationships of population •Experimental- Some variables are manipulated to observe their effects on other variables•Simulation- Construction of an artificial environment within which relevant information can be generated, model building for future problems

Research ApproachesQualitative•Studying Attitudes•Perceptions and opinions•Behaviour

Good Research•It is systematic: Structured, specific steps in specific sequence with well defined rules

•It is logical: Guided by rules of logical reasoning and logical process of induction and deduction

•It is empirical: Is related to real situation with concrete data that provided for external validity

•It is replicable

Elements and Characteristics of Scientific Research

• Methodology must be transparent• Presupposes ethical neutrality• Logical reasoning• Based on absolute facts i.e. empirical• Should cover all probable solutions• Provide concrete basis for decision

making• Conclusions are replicable

Deductive Research• Logic is a culmination as a consequence

of certain reasoned facts• Reason should be real and not a figment

of researcher’s judgment• Conclusions must essentially be an

outcome of the same reasons• E.g. Case: Rise in number of crimes, Rise

in the absolute percentage of crime per 1000 persons

Inductive Research• No strong and absolute cause and effect

between the reasons stated and inferences drawn

• Conclusion is beyond the facts stated• E.g. Case: Increase in the aggression,

frustration with the system, No fear of state leading to increase in crimes.

What is a Research Problem• There must be an individual or a group or an

organization, to whom problem can be attributed• There must be at least two courses of action• There must be at least two possible outcomes• The courses of action must provide some

chances of obtaining the objective, but they cannot provide the same chance

• There must be some environment to which the problem pertains

Selecting the Problem• Subject which is overdone should not be normally

chosen

• Controversial subject should be avoided

• Too narrow or too vague problems should be avoided

• The subject selected for research should be familiar and feasible

Selecting the Problem• The importance of the subject, the qualifications

and the training of the researcher, the costs involved and the time factor should be considered

• The selection of the problem should be preceded by a preliminary study

Technique of Problem Definition• Statement of the problem in a general way

• Understanding the nature of the problem

• Surveying the available literature

• Developing the ideas through discussions

• Rephrasing the research problem

Definition of Research Design

It is the arrangement of conditions for collection and analysis of data in a manner that aims to combine relevance to the research purpose with economy in procedure

Meaning of Research Design• What is the study about?• Why is the study being made?• Where will the study be carried out?• What type of data is required?• Where can the required data be found?• What periods of time will the study include?• What will be the sample design?• What techniques of data collection will be used?• How will the data be analyzed?• In what style will the report be prepared?

Parts of Research Design

• The sampling design

• The observational design

• The statistical design

• The operational design

Important concepts relating to Research Design

• Dependant and independent variables

• Extraneous variable

• Control

• Confounded relationship

• Research hypothesis

Type of Research Design

Exploratory Research

Are formulative research studies. Purpose to formulate a problem for more precise investigation, developing hypothesis.

Type of Research Design

Descriptive /Diagnostic ResearchPurpose is to describe the characteristics of an

individual, or a group.Diagnostic studies determine the frequency with

which something occurs or its association with something else.

Answers the question “who, what, when, where, and how.”

Classification of Research Designs

• The degree to which the question has been crystallized (exploratory or formal)

• The method of data collection (observational or communicative)

• Purpose of the study (finding who, what, when and why)

• The time dimension (once or repetitive study)

• The topical scope (case study or statistical study)

Exploratory Research• It is a preliminary investigation where the researcher is

not sufficiently knowledgeable

• The focus is to bring out different ideas relating to the management problem

• It is generally based on readily available secondary data

• It is an informal and unstructured design

• It is independent of the size of the research

Exploratory Research

Two methods broadly classified as:• Literature review or using of secondary

data• Using qualitative methods

Exploratory Research

Objective of using secondary data:• Identify the problem• Better define the problem• Develop an approach to the problem• Setting the hypothesis• Interpret the primary data more

meaningfully

Exploratory ResearchAdvantages of using secondary data:• Readily available• Cost effective• Time savingDisadvantages of using secondary data:• Can be obsolete• May be in different dimension• Nature, objective, and method may be

different

Secondary Data

Internal External

Ready to use

RequiresFurther

processing

PublishedMaterial

Computerized Database

Syndicated Services

PublishedSecondary Data

General Business Sources

Government Sources

Journals Directories Indexes

Census Data Others

Statistical Data

Qualitative Research

Procedures

Indirect(Disguised)

Direct (Undisguised)

Association Techniques

Completion Techniques

Construction Techniques

Focus Groups

Depth Interviews

Expressive Techniques

Focus Group Discussion• It is a formal discussion between representative samples on

a particular subject• Ideally, the group should consist of 8-10 representatives• The representatives should be homogeneous to have a

meaningful discussion• It should be conducted by an experienced specialist whose

role is of a catalyst• FGD is fast and cheap and is the method for generating the

hypothesis• They are flexible in approach, direct and easily

understandable to the client• The limitation is that the sample may be inadequate since it

may be drawn on the basis of convenience

Advantages of F G D

• Ability to quickly and inexpensively grasp the core issues of a topic

• They are brief and extremely flexible• Provide an opportunity to observe reactions to the

research questions in an open ended group setting• They bring out surprise information and new ideas

Applications of F G D

• Understanding consumers’ perceptions, preferences and behaviour concerning a product category

• Obtaining impressions of new product concepts• Generating new ideas about older products• Developing creative concepts and copy material for

advertisements• Securing price impressions• Obtaining preliminary consumer reaction to specific

marketing programs

Depth Interviews

• Unstructured and direct way of obtaining information• Conducted on a one-to-one basis• Personal interview of the respondent by a highly

skilled interviewer expert in probing• Time duration can be from 30 minutes to one hour

Applications of Depth Interviews

• Discussions of confidential, sensitive, or embarrassing topics

• Situations where strong social norms exist and the respondent may be easily swayed by group responses

• Detailed understanding of complicated behaviour• Interviews with professionals• Interviews with competitors unlikely to reveal

information in a group setting• Situations where the product consumption

experience is sensory in nature like perfumes

Projective Techniques

Association technique• Individual is presented with a stimulus and asked to

respond first thing that comes to mind• Word association is the best technique• Respondent provided with a list of words to choose the

fittest to describe the stimulus• Underlying assumption is that association allows

respondent to reveal inner feelings about the stimulus• Classification of response as favourable, unfavourable

or neutral

Projective Techniques

Completion technique• Respond is asked to complete an incomplete stimulus

situation.• Sentence completion is a common method• E.g. Going to McDonald is to me…….

Construction technique• Closely related to completion technique.• Respondent required to construct a response in the

form of a story, dialogue, or description.• Two main techniques are picture response and

cartoons

Projective TechniquesExpressive technique• Responds are presented with a verbal or visual

situation and asked to relate feelings and attitude of other people to situation

• Role playing and third person technique are two main techniques

• In role play, respondent is asked to play the role or assume the behaviour of someone else

• Respondents will project their own feelings in the role

• In the third person technique, respondent may assume to be a friend, neighbour, colleague or a ‘typical person’

Applications of Projective Techniques• Obtain responses where respondents may be

unwilling or unable to give if purpose of study was known

• In direct questioning, respondents may intentionally, or unintentionally misunderstand, misinterpret, or mislead the researcher

• Projective technique can increase the validity of responses by disguising the purpose

• Useful when issues are personal, sensitive or subject to strong social norms

• Useful when underlying motivation, beliefs, and attitudes are operating at a subconscious level

Descriptive Research

• The focus of this research is to answer the “who, what, when, where and how” of the management dilemma

• These studies are factual and can be complex at times• They are formal and well structured and hence the research

process should be well defined in the planning stage• Descriptive research can be of 2 types –• Cross sectional studies which are concerned with a sample

of elements from a given problem• Longitudinal studies which are based on panel data and

panel methods