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MBM 512
MBM 512
Methodology
SYLLABUS
• UNIT 1: INTRODUCTION
Meaning, Nature, Type of Research,
Experiment-Laboratory Experiments, Field
Experiments, Field Study, Survey Research,
Major steps in Research, Problem-
Formulation & Kinds, Hypothesis-its kinds,
Variables and Controls, Survey of related
Literature, Ethical Issues.
SYLLABUS
• UNIT 2: DATA COLLECTION I
• Sampling-Meaning & needs of sampling,
requirement of a good sample, Sampling
Techniques Probability & Non-Probability
SYLLABUS
UNIT 3: DATA COLLECTION II
Research Tools-Observation, Interviews,
Questionnaire, Rating Scales, Content
Analysis, Case Study, Schedules
SYLLABUS
UNIT 4: ANALYSIS & INTERPRETATION
OF DATA Analysis & Interpretation of Data,
Establishment of Categories, Coding,
Tabulation, Statistical Analysis of Data,
Inferring Casual relations.
SYLLABUS
Direct observation
Empirically testable
Elimination of alternatives
Statistical justification
Self-correcting process
Researchers
•Encounter problems
•State problems
•Propose hypotheses
•Deduce outcomes
•Formulate rival
hypotheses
•Devise and conduct
empirical tests
•Draw conclusions
Deductive Reasoning
Reporting Descriptive
Explanatory Predictive
• Survey could be
a) Census Survey and b) Sample survey.
• Depends on factors like population size, time
available, feasibility etc.
• Sample surveys are considered to be an important
branch of social scientific enquiry to arrive at
conclusions about the population using statistical
techniques.
• Socio-economic studies,
c) Evaluation Studies
• Evaluation studies are very useful in accessing
the effectiveness of any intervention done
earlier.
• The are also known as social audits of
programs.
• It uses sample surveys
d) Case Studies
____________________________________________________
Ordinary Meaning Scientific Meaning
____________________________________________________
X is the only cause of Y. X is only one of a number of
possible causes of Y.
____________________________________________________
Conditions for Causality
Experimental Designs
X 01
01 X 02
EG: X 01
CG: 02
EG: R 01 X 02
CG: R 03 04
• Test units are randomly assigned to either the experimental or the control
group.
• A pretreatment measure is taken on each group.
• The treatment effect (TE) is measured as:(02 - 01) - (04 - 03).
• Selection bias is eliminated by randomization.
• The other extraneous effects are controlled as follows:
02 – 01= TE + H + MA + MT + IT + I + SR + MO
04 – 03= H + MA + MT + I + SR + MO
= EV (Extraneous Variables)
• The experimental result is obtained by:
(02 - 01) - (04 - 03) = TE + IT
• Interactive testing effect is not controlled.
Posttest-Only Control Group Design
EG : R X 01
CG : R 02
01 02 03 04 05 X 06 07 08 09 010
EG : 01 02 03 04 05 X 06 07 08 09 010
CG : 01 02 03 04 05 06 07 08 09 010
Research Design
Method of data collection
Measurement and Scaling
Questionnaire design
Sampling Plan
Data Analysis
Research Process Steps
Data Collection
Personal Interview
Telephone
Mail
Electronic
Research Topic
Objectives/Research Problems
Research Questions/Hypotheses
Meaning of Research Hypothesis
• Hypothesis is an assumption or
proposition to be proved or disproved.
• Based on objectives.
• Impartial framing.
56
Relevance of Hypothesis
• Linking pin.
• Focused study.
57
Development of Research
Questions and Hypotheses
Components of the
Marketing Research Problem
Objective/
Theoretical
Framework Research Questions
Analytical
Model
Hypotheses
Research Questions and Hypotheses
2-60
Relational Hypotheses
Correlational Causal
• Young women (under 35) • An increase in family
purchase fewer units of our income leads to an increase
product than women who in the percentage of income
are older than 35. saved.
• The number of suits sold • Loyalty to a grocery store
varies directly with the level increases the probability of
of the business cycle. purchasing that store’s
private brand products.
2-61
Variables
(iv) RESEACHER
- Improper solicitation by the
client for information
- Use of its proprietary techniques
by client
- Misrepresentation of findings
Ethics and Research Process
Obtain informed
consent
Components of Informed Consent
Describe purpose
Share results
Provide follow-up
Right to Privacy
Right to refuse
Prior permission to
interview