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 Research in common parlance refers to a search for

knowledge.
• Definition,  According to “Redman and Mory”
 Systematized effort to gain new knowledge
• Problem Identification
 According to “ Clifford Woody”
• Objectives  Research comprises defining and redefining problems,
formulating hypothesis or suggested solutions; collecting,
organizing and evaluating data; making deductions and
reaching conclusion; and at last carefully testing the
conclusion to determining whether they fit the
formulating hypothesis.

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New Greater
Growth of
A process of determining, acquiring, Research Computing
Internet
Perspectives Power
analyzing, synthesizing, and disseminating
relevant business data, information, and Stakeholder Business as a
insights to decision makers in ways that Influence discipline
mobilize the organization to take Factors
appropriate business actions that, Complex
Competition
in turn, maximize business performance Decisions

Government
Intervention
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 Descriptive v/s Analytical

 Desire to get research degree
 Descriptive research includes surveys and fact finding
 Desire to face the challenges in solving the enquiries of different kinds. In social sciences and
unsolved problems. business research we quite often use the term Ex-Post-
 Desire to get intellectual joy of doing some Facto research for descriptive research studies. The main
creative work. characteristic of this method is that the researcher has
 Desire to be of service to society no control over the variables; he can only report what
 Desire to get respectability has happened or what is happening . Most ex-post facto
projects are used for descriptive studies. Ex post facto
studies also include attempts by researchers to discover
causes even when they cannot control the variables.
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 The researcher has to use facts of
information already available, and analyze
these to make a critical evaluation of the
material.
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 Quantitative research is based on the measurement
of quantity or amount. It is applicable to
phenomenon that can be expressed in terms of
quantity.
 Qualitative Research is concerned with qualitative
phenomenon, i.e., phenomenon that is elating to or
involving quality or kind.
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DEDUCTIVE INDUCTIVE
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 Applied Research aims at finding a solution for an
immediate problem facing a society or an
industry/business organization.
 Fundamental research is mainly concerned with
generalization and with the formulation of a
theory. Gathering knowledge for knowledge’s
sake is termed as ‘pure’ or ‘basic’ research.
Research concerning some natural phenomenon
or relating to pure mathematics are examples of
fundamental research.
 Conceptual research is that related to some
abstract idea(s) or theory. It is generally used
by philosophers and thinkers to develop new
concepts or interpret existing ones.
 Empirical research relies on experience or
observation alone, often without due regard
for system and theory. It is data based
research, coming up with conclusions which
are capable of being verified by observation or
experiment.
Differences Between Managers and Researchers
• Managers and researchers see
the world differently because
they have different jobs to
perform and their
backgrounds differ markedly.
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Differences Between Managers and

Researchers
 Components of research problem as under:
1. There must be an individual or a group which has some
difficulty or the problem.
2. There must be some objective's) to be attained.
3. There must be some alternative mean (or the course of
action) for obtaining the (objective's) one wishes to
attain.
4. There must remain some doubt in the mind of a
researcher with regard to the selection of alternatives.
This means that researcher must answer the question
concerning the relative efficiency of the possible
alternatives.
5. There must be some environment(s) to which the
difficulty pertains.

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1. Subject which is overdone should not be normally chosen.

2. Controversial subject should not become the choice of an
 A well defined problem is half average researcher.
3. Too narrow or too vague problems should be avoided.
solved. 4. The subject selected for research should be familiar and
feasible so that the related research material or source of
 The problem to be investigated 5.
research are within one’s reach.
Following criteria must be considered while selecting the
problem:
musty be defined unambiguous. 1. Importance of subject
2. Qualifications and the training of a researcher
3. Cost Involved
4. Time factor

6. The selection of a problem must be preceded by a

preliminary study.

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1. Statement of the problem in a general way Task Involved

2. Understanding the nature of the problem.
3. Surveying the available literature.
4. Developing the ideas through discussions
5. Rephrasing the research problem Discussions
Interview Secondary
with Qualitative
with Data
Decision Research
experts Analysis
Maker(s)

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1. Develop package for a 1. Evaluate effectiveness of 1. To gain familiarity with a phenomenon or to

new product alternative package achieve new insights in it (Exploratory formulative
2. Increase market designs. research)
penetration through the 2. Evaluate prospective 2. To portray accurately the characteristic of
opening of new stores locations particular individual situation or a group.
3. Increase store traffic 3. Measure current image of (Descriptive Research studies)
4. Introduce new product a store 3. To determine the frequency with which something
4. Design a test market occurs or with which it is associated with
through which the likely something else. (Diagnostic research)
acceptance of the new 4. To test a hypothesis of a causal relationship
product can be assessed. between variables (Hypothesis testing research
studies)

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Research Types

Basic Research

Applied Research

 Attempts to expand the limits of knowledge. Conducted when a decision must be made
 Not directly involved in the solution to a about a specific real-life problem
pragmatic problem

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The analysis and interpretation of empirical
evidence (facts from observation or
experimentation) to confirm or disprove prior
conceptions
Marketing Strategy Stage
1. Identifying and Evaluating
Opportunities
2. Analyze market Segments and
Select Target Markets
3. Plan and Implement a Marketing
Mix
4. Analyze Marketing Performance
1. Good research is systematic.
2. Good research is logical
3. Good research is Empirical
4. Good research is Replicable
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 Quantitative  Qualitative
 Based on the  Qualitative phenomena
measurement of  Interested in investigating
quantity or amount the reasons for human
 Large number of behaviour.
representative cases  Techniques
▪ Depth Interviews
 Data collection is ▪ Word Association test
structured ▪ Sentence completion tests
 Statistical tools used ▪ Story completion tests
▪ Attitudes & opinion research
to analyze data.
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Example of Market Research
•Mattel Toys investigates desires for play
experiences
•MTV, monitoring demographic trends, learns
the Hispanic market is growing rapidly
 Research that regularly provides feedback for
•Cadillac investigates buyers’ demographic
characteristics evaluation and control
•Price: Airtel does a competitive pricing
 Indicates things are or are not going as
analysis
•Distribution: Hero honda investigates dealer
planned
service program.  Research may be required to explain why
•Product:
•Promotion: How may consumers recall something “went wrong”
“Always Coca Cola!”
•This year’s market share is compared to last
year’s.
1) The lack of a scientific training in the methodology
of research.
2) Insufficient interaction between the university
departments and business establishments.
3) There is the need for generating the confidence
that the information/data obtained form a
business unit will not be misused.
4) There does not exist a code of conduct for
researchers.
5) Library management and functioning is not
satisfactory at many places.
6) Difficulty of timely availability of published data.
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Potential value of a marketing research effort

should exceed its estimated costs

Costs
Value • Research
Expenditures
• Decreased Certainty • Delay of Marketing
• Increased Likelihood Decision and
of a Correct Decision
Possible Disclosure
• Improved Marketing
of Information to
Performance and
Rivals
Resulting Higher • Possible Erroneous
Profits Research Results