Research Process

iA Expectations

Research Definition
Business Research :
A systematic Inquiry whose objective is to
provide information to solve a business
problem/need.
Market research :
A systematic gathering and interpretation
of
information
about
individuals
or
organisations using the statistical and
analytical methods and techniques of the
applied sciences to gain insight or support

What is Good Research ?

Follows a scientific method
Purpose clearly defined
Research process detailed
Research design thoroughly planned
Limitations frankly revealed
Adequate analysis for decision-makers
needs
Findings presented unambiguously
Conclusions justified
Researchers experience reflected

Types of Research
By Source
Primary - New
research carried
out on a
particular topic
Secondary Research using
existing
published
sources of
relevant
information.

By
Methodology
Qualitative Research that
seeks customer
opinions and
views.
Quantitative Research where
results can be
expressed in
numbers. This
will provide
quantitative
information that
can be analysed
statistically.

By Objectives
Exploratory
Descriptive
Causal (or
experimental).

Research Process
Defining research
problem and
objectives

Steps
Distinguish
between the
research type
needed e.g.
- exploratory
- descriptive
- causal

Develop
research plan

Data
gathering

Analyse
information

Present the
findings

Decide on
- budget
- data sources
- research
approaches
- research
instruments
- sampling plan
- contact methods

Information is
collected
according to
the plan

Statistical
manipulation of
the data
collected (e.g.
regression) or
subjective
analysis of focus
groups

Overall conclusions
to be presented
rather than
overwhelming
statistical
methodologies

The plan needs

to be decided
upfront but
flexible enough
to incorporate
changes/
iterations

This phase is
the most costly
and the most
liable to error

Significant
difference in
type of analysis
according to
whether market
research is
quantitative or
qualitative

Can take various

forms:
- oral presentation
- written conclusions
supported by analysis

Comments
If a problem is
vaguely defined,
the results can
have little
bearing on the
key issues

- data tables

Expectations

Result Driven

Clear and Open

Communication

Initiative

Independent Thought

Key
Responsibilit
y Areas
Quality
Productivity
Time
Management
Communication
Value Addition