RESEARCH PROCESS

DR. SK LAROIYA
FOUR DISTINCT YET INTER-RELATED
PHASES OF A TYPICAL RESEARCH
PROCESS
Research Project Steps
Research Process - Interrelated
Example of Interrelationship:
At the first step the researcher must
understand what is involved in the
remaining stages
 IT HAS A LOGICAL AND HIERARCHICAL
ORDERING:
z DETERMINATION OF INFORMATION
RESEARCH PROBLEM
z DEVELOPMENT OF APPROPRIATE
RESEARCH DESIGN
z EXECUTION OF RESEARCH DESIGN
z COMMUNICATION OF THE RESULTS
RESEARCHER MUST ENSURE THAT
EACH PHASE IS EXECUTED IN ORDER
TO ACHIEVE THE OVER ALL GOAL OF
PROVIDING NECESSARY INFORMATION
TO THE MANAGEMENT DECISION
MAKERS
 EACH PHASE IS TO BE VIEWED AS A
SEPARATE PROCESS THAT CONSISTS
OF COMBINATION OF INTEGRATED
‰ TASKS
‰ STEPS
‰ AND SPECIFIC PROCEDURES
THE FOUR PHASES AND THEIR
CORRESPONDING TASKS STEPS ARE
GUIDED BY THE PRINCIPLES OF
SCIENTIFIC METHOD WHICH INVOLVES
FORMALIZED RESEARCH PROCEDURES
THAT CAN BE CHARACTERIZED AS
z LOGICAL
z OBJECTIVE
z SYSTEMATIC
z RELIABLE
z VALID
z IMPERSONAL
z AND ON-GOING
MAJOR GOAL OF THE RESEARCH
PROCESS IS TO PROVIDE MANAGEMENT
DECISION MAKERS WITH SECONDARY /
PRIMARY INFORMATION THAT WILL
ASSIST THEM IN RESOLVING AN
IDENTIFIABLE PROBLEM,
PROBLEM ADDRESSING
AN EXISTING QUESTION OR EXPLOITING
A BUSINESS OPPORTUNITY
FOR THIS, RAW DATA ARE TO
TRANSFORMED INTO INFORMATION SO
THAT IT COULD BECOME AN INPUT IN A
DECISION MAKING PROCESS
 TO UNDERSTAND THE
TRANSFORMATION PROCESS, IT IS
NECESSARY TO DEFINE THE THREE
DISTINCT TERMS
z RAW DATA
z DATA STRUCTURES
z INFORMATION
z RAW DATA

REPRESENT THE ACTUAL FIRST HAND

RESPONSES THAT ARE OBTAINED
ABOUT AN OBJECT OR SUBJECT OF
INVESTIGATION BY ASKING QUESTIONS
OR OBSERVING ACTIONS
z DATA STRUCTURES

REPRESENT THE RESULTS OF

COMBINING INDIVIDUAL RAW
RESPONSES INTO GROUPS OF RAW
DATA USING SOME TYPE OF
QUANTITATIVE OR QUALITATIVE
ANALYSIS
z INFORMATION

IS DERIVED FROM THE DATA

STRUCTURES ONLY WHEN SOME ONE –
EITHER THE RESEARCHER OR THE
DECISION MAKER – TAKES THE TIME
AND EFFORT TO INTERPRET THE DATA
STRUCTURES AND ATTACH A
NARRATIVE MEANING TO THEM
PHASE – I: DETERMINATION OF THE
INFORMATION RESEARCH PROBLEM

TASK STEP: 1

DETERMINE AND CLARIFY THE

MANAGEMENT’S INFORMATION NEEDS
EXAMPLE: KFC IN BRAZIL

‰ IN A MAJOR PUSH TO BECOME A PROMINENT PLAYER IN

THE BRAZILIAN MARKET, KFC (KENTUCKY FRIED CHICKEN)
RESEARCHED BRAZILIAN CONSUMERS AND DECIDED TO
OPEN OPERATIONS IN SAO PAULO
‰ HOWEVER, ALTHOUGH THE RESEARCH IDENTIFIED HOW A
POTENTIAL CUSTOMER SEGMENT VIEWED KFC, IT DID NOT
INCLUDE THOROUGH RESEARCH OF POSSIBLE
COMPETITION
‰ KFC FAILED TO ASK POTENTIAL CUSTOMERS TO COMPARE
ITS PRODUCTS TO POPULAR CHARCOAL-BROILED CHICKEN
AVAILABLE ON ALMOST EVERY CORNER OF THE CITY

‰ BRAZILIANS FOUND THE LOCAL CHICKEN TASTIER THAN

COLONEL’S RECIPE

‰ INFORMATION GENERATED WAS THEREFORE NOT

COMPLETE ENOUGH TO BE USEFUL
LESSON TO BE LEARNED:
LEARNED

MANAGEMENT, OR RESEARCH USERS IN GENERAL, MUST

VIEW A RESEARCH PROJECT WITH AN OPEN MIND IF THE
PROJECT IS TO BE BENEFICIAL
 TASK STEP: 2
REDEFINE THE DECISION PROBLEM AS
RESEARCH PROBLEM

z REDEFINING THE DECISION PROBLEM IS THE

MOST CRITICAL STEP IN INFORMATION
RESEARCH AS IT INFLUENCES MANY OF THE
OTHER STEPS
RESEARCHER AND DECISION MAKER
JOINTLY DETERMINE THE SPECIFIC
VARIABLES PERTINENT TO EACH
DEFINED PROBLEM OR QUESTION THAT
NEEDS TO BE ANSWERED
THE FOCUS IS ON IDENTIFYING THE
DIFFERENT DEPENDENT AND
INDEPENDENT VARIABLES
THE DETERMINATION MUST BE MADE ON

‰ TYPES OF INFORMATION

‰ SPECIFIC CONSTRUCTS
TYPES OF INFORMATION :

‰ FACTS
‰ ESTIMATES

‰ PREDICTIONS

‰ RELATIONSHIPS
CONSTRUCTS:
ARE THE CONCEPTS OR IDEAS ABOUT

‰ AN OBJECT
‰ ATTRIBUTE
‰ OR PHENOMENON
THAT ARE WORTHY OF MEASUREMENT
EXAMPLES OF CONSTRUCTS
INVESTIGATED BY A RESEARCHER

BRAND AWARENESS:

‰ PERCENTAGE OF RESPONDENTS
HAVING HEARD OF A DESIGNATED
BRAND
‰ AWARENESS COULD BE EITHER AIDED
OR UNAIDED
ATTITUDES TOWARDS A BRAND:

THE NUMBER OF RESPONDENTS AND

THEIR INTENSITY OF FEELING POSITIVE
OR NEGATIVE TOWARDS A SPECIFIC
BRAND
INTENTIONS TO PURCHASE:

THE NUMBER OF PEOPLE WHO ARE

PLANNING TO BUY THE SPECIFIC
OBJECT (i.e., PRODUCT OR SERVICE)
WITH IN A DESIGNATED PERIOD
IMPORTANCE OF FACTORS:

WHAT FACTORS AND THEIR INTENSITY

INFLUENCE A PERSON’S PURCHASE
CHOICE
DEMOGRAPHIC CHARACTERISTICS:

THE AGE, GENDER, OCCUPATION

STATUS, INCOME LEVEL, AND SO FORTH
OF INDIVIDUALS PROVIDING THE
INFORMATION
SATISFACTION OF EXPERIENCE:

HOW PEOPLE EVALUATE THEIR POST

PURCHASE CONSUMPTION EXPERIENCE
OF A SPECIFIC OBJECT
 THE RESEARCHER’S RESPONSIBILITY IS TO
RESTATE THE INITIAL VARIABLES
ASSOCIATED WITH THE DECISION PROBLEM
IN THE FORM OF ONE OR MORE KEY
QUESTION FORMATS –
z HOW
z WHAT
z WHERE
z WHEN
z WHY
EXAMPLE-1
SITUATION:

A SMALL SPECIALTY STORE FEATURING

MEN’S CASUAL WEAR IN DELHI WAS
CONCERNED ABOUT ITS TRENDS IN LOW
TRAFFIC AND SALES FIGURES.
MANAGEMENT WAS UNCLEAR ABOUT
WHAT THE STORE’S RETAIL IMAGE WAS
AMONG THE CUSTOMERS
MANAGEMENT’S INITIAL
DECISION PROBLEMS

SHOULD ANY OF MY CURRENT

STORE/PRODUCT/SERVICE/OPERATION
STRATEGIES MODIFIED TO INCREASE
GROWTH IN THE STORE’S REVENUE
AND MARKET SHARE INDICATORS?
 DO MERCHANDISE QUALITY, PRICES,
AND SERVICE QUALITY HAVE AN IMPACT
ON
‰ CUSTOMER SATISFACTION
‰ IN-STORE TRAFFIC PATTERNS
‰ AND STORE LOYALTY IMAGES
REDEFINED AS RESEARCH
QUESTIONS:

WHAT ARE THE SHOPPING HABITS AND

PURCHASING PATTERNS AMONG
PEOPLE WHO BUY MEN’S CASUAL
WEAR?

THIS COULD GENERATE SEVERAL

QUESTIONS
z WHERE DO THESE PEOPLE NORMALLY
SHOP FOR QUALITY MEN’S CASUAL
WEAR?

z WHEN (HOW OFTEN) DO THEY GO

SHOPPING FOR QUALITY MEN’S CASUAL
WEAR?
z WHAT TYPE OF CASUAL WEAR ITEMS
DO THEY LIKE TO SHOP FOR
(PURCHASE) ?

z WHOM DO THEY NORMALLY PURCHASE

MEN’S CASUAL WEAR FOR?
z HOW MUCH (ON AVERAGE) DO THEY
SPEND ON MEN’S CASUAL WEAR ?

z WHAT STORE/ OPERATION FEATURES

DO PEOPLE DEEM IMPORTANT IN
SELECTING A RETAIL STORE IN WHICH
TO SHOP FOR MEN’S CASUAL WEAR ?
z HOW DO KNOWN CUSTOMERS
EVALUATE THE STORE’S
PERFORMANCE ON GIVEN STORE/
OPERATION FEATURES COMPARED TO
SELECT DIRECT COMPETITORS’
FEATURES ?
REDEFINED AS RESEARCH
HYPOTHESES:

z THERE IS A POSITIVE RELATIONSHIP

BETWEEN QUALITY OF MERCHANDISE
OFFERED AND STORE LOYALTY AMONG
THE CUSTOMERS
z COMPETITIVE PRICES HAVE GREATER
INFLUENCE ON GENERATING IN-STORE-
TRAFFIC PATTERNS THAN DO SERVICE
QUALITY FEATURES
z UNKNOWLEDGEABLE SALES STAFF WILL
NEGATIVELY INFLUENCE THE
SATISFACTION LEVELS ASSOCIATED
WITH CUSTOMERS’ IN-STORE SHOPPING
EXPERIENCES
RESEARCH OBJECTIVES:
z TO COLLECT SPECIFIC ATTITUDINAL
AND BEHAVIORAL DATA FOR
IDENTIFYING
‰ CONSUMERS’ SHOPPING BEHAVIOR
‰ PREFERENCES
‰ AND PURCHASING HABITS TOWARDS
MEN’S CASUAL WEAR
z TO COLLECT SPECIFIED STORE/
PRODUCT/ SERVICE/ OPERATION
PERFORMANCE DATA FOR IDENTIFYING
THE RETAILER’S STRENGTHS AND
WEAKNESSES WHICH COULD SERVE AS
INDICATORS FOR EVALUATING
CURRENT MARKETING AND
OPERATIONAL STRATEGIES
z TO COLLECT ATTITUDINAL DATA FOR
ASSESSING THE RETAILER’S CURRENT
OVERALL IMAGE AND REPUTATION AS A
RETAIL MEN’S CASUAL WEAR
SPECIALTY STORE
EXAMPLE:2
DECISION AND RESEARCH QUESTIONS USED
BY SHINY’S RETAIL HARDWARE STORE:

DECISION QUESTION:

“ DO OUR MARKETING STRATEGIES NEED TO BE

MODIFIED TO INCREASE SATISFACTION
AMONG OUR CURRENT AND FUTURE
SEGMENTS”
 REDEFINED RESEARCH QUESTIONS:

z WHAT STORE/OPERATION ASPECTS DO

PEOPLE DEEM IMPORTANT IN
SELECTING A RETAIL HARDWARE
OUTLET?
z HOW DO KNOWN CUSTOMERS
EVALUATE SHINY’S OUTLETS ON THE
BASIS OF A PRE SPECIFIED SET OF
STORE/OPERATION ASPECTS
ASSOCIATED WITH SHINY’S?
z WHAT ARE THE PERCEIVED STRENGTHS
AND WEAKNESSES OF SHINY’S RETAIL
OPERATIONS?
z HOW DO CUSTOMERS AND NON
CUSTOMERS ALIKE COMPARE SHINY’S
TO OTHER HARDWARE OUTLETS WITH
IN DELHI AREA?
z WHAT IS THE DEMOGRAPHIC /
PSYCHOGRAPHIC PROFILE OF THE
PEOPLE WHO PATRONIZE SHINY’S
RETAIL OUTLETS WITH IN ATLANTA
MARKET?
TASK STEP 3:
ESTABLISH RESEARCH OBJECTIVES
AND DETERMINE THE VALUE OF THE
INFORMATION
PHASE II : DEVELOPMENT OF
APPROPRIATE RESEARCH DESIGN

TASK STEP 4: DETERMINE AND

EVALUATE THE RESEARCH DESIGN AND
DATA SOURCES
z EXPLORATORY
z DESCRIPTIVE
z CAUSAL
EXPLORATORY RESEARCH

RESEARCH THAT FOCUSES ON

COLLECTING EITHER SECONDARY DATA
OR PRIMARY DATA AND USING AN
UNSTRUCTURED FORMAT OR INFORMAL
PROCEDURES TO INTERPRET THEM
DESCRIPTIVE RESEARCH
RESEARCH THAT USES A SET OF
SCIENTIFIC METHODS AND
PROCEDURES TO COLLECT RAW DATA
AND CREATE DATA STRUCTURES THAT
DESCRIBE THE EXISTING
CHARACTERISTICS OF A DEFINED
TARGET POPULATION OR MARKET
STRUCTURE
CAUSAL RESEARCH

RESEARCH DESIGNED TO COLLECT RAW

DATA AND CREATE DATA STRUCTURES
AND INFORMATION THAT WILL ALLOW
THE RESEARCHER TO MODEL CAUSE-
AND-EFFECT RELATIONSHIPS BETWEEN
TWO OR MORE MARKET (OR DECISION)
VARIABLES
QUESTIONS TO BE ADDRESSED:

z HOW MUCH IS ALREADY KNOWN?

z CAN A HYPOTHESIS BE FORMULATED?

z WHAT TYPES OF QUESTIONS NEED TO

BE ANSWERED?
z WHAT TYPE OF STUDY WILL BEST
ADDRESS THE RESEARCH QUESTIONS?
TASK STEP 5:
DETERMINE THE SAMPLE PLAN AND
SAMPLE SIZE
TARGET POPULATION

A SPECIFIED GROUP OF PEOPLE OR

OBJECTS FOR WHICH QUESTIONS CAN
BE ASKED OR OBSERVATIONS MADE TO
DEVELOP REQUIRED DATA
STRUCTURES AND INFORMATION
CENSUS

A PROCEDURE IN WHICH THE

RESEARCHER ATTEMPTS TO QUESTION
ALL THE MEMBERS OF A DEFINED
TARGET POPULATION
SAMPLE

A RANDOMLY SELECTED SUBGROUP OF

PEOPLE OR OBJECTS FROM THE
OVERALL MEMBERSHIP POOL OF A
DEFINED TARGET POPULATION
QUESTIONS TO BE ADDRESSED:

z WHAT IS TARGET POPULATION?

z IS A LIST OF POPULATION ELEMENTS

AVAILABLE?

z IS SAMPLE NECESSARY?

z IS PROBABILITY SAMPLE DESIRABLE?

z HOW LARGE SHOULD THE SAMPLE BE?

z HOW SHOULD THE SAMPLE BE

SELECTED?
TASK STEP 6:
DETERMINE THE MEASUREMENT ISSUES
AND SCALES
QUESTIONS TO BE ADDRESSED:
z CAN OBJECTIVE ANSWERS BE OBTAINED BY ASKING
PEOPLE?

z HOW SHOULD PEOPLE BE QUESTIONED?

z SHOULD THE QUESTIONNAIRE BE ADMINISTERED

IN PERSON
a) OVER THE PHONE
b) THROUGH THE MAIL
c) VIA FAX
d) ON THE INTERNET
e) THROUGH THE E-MAIL
z SHOULD MECHANICAL OR ELECTRONIC
MEANS BE USED TO MAKE THE
OBSERVATIONS?

z WHAT SPECIFIC BEHAVIORS SHOULD

THE OBSERVERS RECORD?

z SHOULD RATING SCALES BE USED IN

THE QUESTIONNAIRE?
PHASE – III : EXECUTION OF
RESEARCH DESIGN

TASK STEP 7:

COLLECT AND PROCESS DATA

QUESTIONS TO BE ADDRESSED:

z CAN EXISTING DATA BE USED TO

ADVANTAGE?

z WHAT IS TO BE MEASURED? HOW?

z WHAT IS THE SOURCE OF DATA?

z ARE THERE ANY CULTURAL FACTORS
THAT NEED TO BE TAKEN INTO
ACCOUNT IN DESIGNING THE DATA
COLLECTION METHOD? WHAT ARE
THEY?

z ARE THERE ANY LEGAL RESTRICTIONS

ON THE COLLECTION METHODS? WHAT
ARE THEY?
TASK STEP 8:

ANALYZE DATA
QUESTIONS TO BE ADDRESSED:

z WHO WILL HANDLE THE EDITING OF

DATA/

z HOW DATA WILL BE CODED?

z WHO WILL SUPERVISE THE CODING?

z WILL COMPUTER OR HAND TABULATION
BE USED?

z WHAT TABULATIONS ARE CALLED FOR?

z WHAT ANALYSIS TECHNIQUES WILL BE

USED?
TASK STEP 9:

TRANSFORM THE DATA STRUCTURES

INTO INFORMATION – INTERPRETATION
OF THE DATA
PHASE – IV: COMMUNICATION
OF THE RESULTS

TASK STEP 10:

PREPARE AND PRESENT THE FINAL

REPORT TO THE MANAGEMENT
QUESTIONS TO BE ADDRESSED:

z WHO WILL READ THE REPORT?

z WHAT IS THEIR TECHNICAL LEVEL OF

SOPHISTICATION?

z ARE MANAGERIAL RECOMMENDATIONS

CALLED FOR?
z WHAT WILL BE THE FORMAT OF
WRITTEN REPORT?

z IS AN ORAL REPORT NECESSARY?

z HOW SHOULD THE ORAL REPORT BE

STRUCTURED?