Research Process

by
Pankaj Chauhan
MBA,M.Phil
“Additional slides add these with main lecture slides”

Pankaj Chauhan on Marketing Research

Sources of Management Dilemma

 Unanticipated Change
Internal
External
 Planned Change
 Serendipity

Pankaj Chauhan on Marketing Research

Why Manager’s approach differ from
Researcher’s approach?

Pankaj Chauhan on Marketing Research

 THE ICE-BERG PRINCIPLE
The iceberg principle states that, 
In most of business problem situations the 
decision maker is aware of only 10 percent 
of the true problem. 
Most of the time what is thought to be the 
problem is nothing more than an 
observable outcome factor or symptom 
(i.e., some type of measurable market 
performance factor), while 90 percent of 
the problem is neither visible to nor clearly 
understood by decision makers. 
Pankaj Chauhan on Marketing Research
THE ICE-BERG PRINCIPLE

The real problems are submerged below the 
waterline of observation. 

Pankaj Chauhan on Marketing Research

Types of Management Questions

Pankaj Chauhan on Marketing Research

 Stage 2 The
Research Proposal

 Budget Types

Rule­of­thumb

Departmental Budget

Pankaj Chauhan on Marketing Research

Pankaj Chauhan on Marketing Research
Have Heard of? BRAND­A
Have tried?
Yes No
Yes 75 25
No 0 400

Have tried ? BRAND­A
Have bought more than 
once?
Yes No
Yes 70 5
No 25 0

Pankaj Chauhan on Marketing Research