Professional Documents
Culture Documents
Research
Prof. Neha Yadav
LEVEL 2
(Tactical)
3
Classification of Market
research
Problem
Management Decision
Problem
Action Oriented
Information Oriented
Focuses on Symptoms
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Components of Approach
Objective/Theoretical Framework
Research should be based on objective evidence
and supported by theory.
Theory is conceptual scheme based on
foundational statements called axioms.
Objective evidence is gathered by compiling
relevant findings from secondary sources
(supported by empirical findings)
In other words, it is called the literature review
based on which the framework of research can
be based.
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Analytical Models:
Verbal Model, Graphical Model, Mathematical Model
Research Questions:
RQs are refined statements of the specific
components of the problem.
Each problem component can be again broken down
into sub components.
Ex: To measure customer satisfaction towards fast food
industry
Ambience, Quality of food, Staff, Cleanliness and
Hygiene, Price
Questions on each component can be asked from the
respondent.
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Hypotheses:
It is an unproven statement about a phenomenon
that interests a researcher.
It is the possible answer to the research questions.
COMFORT FOOD REAL RESEARCH
Ex: RQ1: What foods are considered to be comfort
foods?
H1: Potato Chips are considered to be comfort foods.
H2: Ice creams/Chocolates/ Soups are considered to
be comfort foods.
RQ2: When do people eat comfort foods?
H3: People eat comfort foods when they are in good
mood.
H4: People eat comfort foods when they are in bad
mood.
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Research Design
Framework or Blueprint for conducting the Market
Research
It details the procedures necessary for obtaining the
information needed to structure or solve the problems.
Foundation for conducting the project.
Components or tasks involved:
1.Design exploratory, descriptive and or causal phases
2.Define information needed
3.Specify measurement and scaling procedures
4.Construct and pretest questionnaire
5.Specify sampling process and sample size
6.Develop a plan of data analysis
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Contd..
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Table 3.1
Exploratory
Conclusive
Objective:
Tentative
Conclusive
Outcome:
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Discover Ideas
and Insights
Characteristics
Flexible,
Versatile, Often
the front end of
total research
design
Marked by the
prior
formulation of
specific
hypotheses, pre
planned and
structured
design
Manipulation of
one or more
independent
variables
Methods
Expert surveys,
pilot surveys,
Secondary data
(analyzed
qualitatively),
qualitative
research
Secondary data
analyzed
quantitatively,
Surveys, panels
etc
Experiments
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Exploratory DesignQualitative
1. Direct
2. Indirect
Projective Techniques
a) Association
Techniques
b) Completion Techniques
c) Construction Techniques
d) Expressive Techniques
Exploratory Design- Secondary Data
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Identify
Develop
hypotheses
Isolate
Gain
Establish
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Methods of Exploratory
Research
Survey
Pilot
Secondary
Qualitative
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Use of Descriptive
Research
To
To
To
To
To
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Methods of Descriptive
Research
Secondary
Surveys
Panels
(Chapter 6)
(Chapters 4 and 6)
Observational
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Cross-Sectional
Involve the collection of information from any given sample of
Designs
population elements only once
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Longitudinal
Designs
A
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Cross-Sectional vs.
Longitudinal
CrossSectiona
l Design
Sample
Surveye
d at T1
Sample
Longitudina Surveyed
l Design
at T1
Time
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T1
Same
Sample
also
Surveyed
at T2
T2
Cross-Sectional Longitudinal
Design
Design
+
+
+
+
+
-
Uses of Causal
Research
To
To
METHOD:
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Experiments
Types of Errors
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- Inability Error
- Unwillingness Error
-End of Session-
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