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MBA IIND SEMESTER

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BUSINESS
RESEARCH

2024

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 SYLLABUS
MBA 514 Business Research Methods

Unit 1 Introduction:
Nature and Scope of Research Methodology, Research Process, Research Design -
Exploratory, Explanatory & Descriptive Research Design, Hypothesis formulation.

Unit 2 Variables, Constructs, Measurement and Scaling:

Variables and Constructs, Measurement and Scaling: Comparative and Non-
Comparative Scaling Techniques, Questionnaire design, Sampling Design and
Procedure, Data Collection, Data Preparation.

Unit 3 Uni-variate and Bi-variate Analysis:

Uni-variate and Bi-variate Analysis: Parametric and Non-parametric Tests,
Multivariate data Analysis, Multiple Regression. Use of Statistical Software
Packages.

Unit 4 Qualitative Analysis:

Introduction to Qualitative Analysis: Process, Data Collection, Data Analysis, and
Interpretation.

Unit 5: Business Research Report:

Importance of the Report & Presentation; Business Report Format; Report Writing;
Oral Presentation; Research Follow-up
 CONTENT

UNIT NAME OF CHAPTER PAGE

NO.

1 Introduction 1.1

2 Variables, Constructs, Measurement and Scaling 2.1

3 Uni-variate and Bi-variate Analysis 3.1

4 Qualitative Analysis 4.1

5 Business Research Report 5.1

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UNIT-I INTRODUCTION

1.1 INTRODUCTION

In the field of business research methods, the systematic process of collecting,

analyzing, and interpreting data is crucial for making informed decisions and
solving complex business problems. This introduction provides an overview of the
subject, its importance, and a separate example to illustrate its practical
application.

I. Understanding Business Research Methods

Business Research Methods refer to a set of techniques and procedures used to
gather, analyze, and interpret data relevant to business decision-making. These
methods help organizations acquire valuable insights into market trends, consumer
behavior, competition, and various other aspects of business operations. The
objective of employing research methods in business is to reduce uncertainty and
make data-driven decisions.

II. Importance of Business Research Methods

1. Informed Decision Making: Business research methods enable companies

to make informed decisions based on empirical evidence rather than
intuition or guesswork. This reduces the risk of making costly mistakes.
2. Competitive Advantage: Effective research allows businesses to stay ahead
of competitors by identifying emerging trends, customer preferences, and
areas for improvement.
3. Risk Management: Research helps organizations assess risks and develop
strategies to mitigate them. It aids in predicting potential challenges and
planning for contingencies.
4. Resource Allocation: Businesses can allocate resources more efficiently by
understanding which projects or products are likely to yield the highest
returns.
5. Innovation: Research methods foster innovation by identifying
opportunities for new product development, process improvement, or market
expansion.

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III. Examples: Tata Nano

Case Study: Tata Nano
Background: In 2008, Tata Motors, an automotive company, launched the Tata
Nano, marketed as the world's cheapest car. This ambitious project aimed to
provide a safer and more affordable alternative to the motorcycles commonly used
by families.

Business Research Methods in Action:

1. Market Research: Tata Motors conducted extensive market research to
understand the needs and preferences of the target demographic - middle-
class families. This research helped identify the demand for a low-cost,
compact car.
2. Competitor Analysis: Tata Motors analyzed competitors in the small car
segment to position the Nano effectively and differentiate it from existing
offerings.
3. Cost Analysis: The company employed cost analysis methods to develop
efficient manufacturing processes and minimize production costs, a key
factor in achieving affordability.
4. Safety Research: Recognizing the importance of safety in the market, Tata
Motors invested in research to improve the Nano's safety features and meet
regulatory requirements.
5. Distribution Strategy: Research on distribution channels and logistics was
crucial in ensuring the widespread availability of the Tata Nano across India.
Outcome: While the Tata Nano faced challenges and did not achieve the initial
success envisioned, it serves as a valuable case study illustrating the significance of
business research methods in product development, market entry, and
understanding consumer needs in the context.

1.2 NATURE AND SCOPE OF RESEARCH METHODOLOGY

The nature and scope of research methodology are fundamental components in

academic and professional fields, offering structured ways to solve research
problems and gather data. Research methodology is the systematic, theoretical
analysis of the methods applied to a field of study. It comprises the theoretical
analysis of the body of methods and principles associated with a branch of
knowledge to ensure the research is valid, reliable, and applicable.
Nature of Research Methodology
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Systematic Approach: Research methodology involves a systematic approach to

defining, collecting, analyzing, and interpreting data. This approach ensures that
the research is conducted in a structured and coherent manner.

Logical Reasoning: It relies heavily on logical reasoning, both inductive and

deductive, to derive conclusions from the data collected during the research.

Empirical Evidence: Emphasis is placed on the collection of empirical evidence

through direct and indirect observation or experience. This evidence forms the
backbone of the analysis.

Reproducibility: The methods used in research should be reproducible and

transparent so that the results can be verified by other researchers under similar
conditions.

Precision and Accuracy: Research methodology strives for precision and

accuracy in data collection, analysis, and presentation of findings.

Scope of Research Methodology

Defining the Research Problem: The first step in any research project is to define
and delimit the research problem clearly, including its objectives and hypotheses.

Designing the Research: This includes selecting the research design, determining
the sample size, and choosing the methods for data collection and analysis.

Data Collection: This can involve a variety of methods including surveys,

interviews, focus groups, observations, and using secondary data sources.

Data Analysis: After data collection, the data are analyzed using statistical tools or
qualitative analysis methods to draw meaningful insights.

Interpretation and Reporting: The final step involves interpreting the data in the
context of the research questions and reporting the findings in a structured format.

1.3 RESEARCH PROCESS

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The research process is a fundamental aspect, serving as a structured framework

for conducting research and generating valuable insights.

I. The Research Process

The research process typically consists of several well-defined stages, each with its
specific objectives and activities. These stages are designed to guide researchers
through the process of identifying research problems, collecting data, analyzing
information, and drawing conclusions. Below are the primary stages of the
research process:
1. Problem Identification and Formulation:
 In this initial stage, researchers identify a specific research problem or
question to address. It involves reviewing existing literature, discussing
potential topics, and defining the research objectives.
2. Research Design:
 Researchers select an appropriate research design that aligns with the
research objectives. Common research designs include exploratory,
descriptive, experimental, or survey research.
3. Data Collection:
 This stage involves gathering data from various sources using appropriate
methods, such as surveys, interviews, observations, or secondary data
sources. Researchers carefully plan and execute data collection to ensure
accuracy and reliability.
4. Data Analysis:
 Once data is collected, it must be analyzed to draw meaningful conclusions.
Researchers use statistical techniques, qualitative analysis methods, or
software tools to analyze and interpret the data.
5. Drawing Conclusions and Making Recommendations:
 Based on the analysis, researchers draw conclusions regarding the research
problem. They also make recommendations for action or further research
based on their findings.
6. Reporting and Presentation:
 The final stage involves communicating the research findings to
stakeholders through written reports, presentations, or other appropriate
mediums. Effective communication is essential to ensure that the research
results are understood and acted upon.
II. Example: Market Entry Strategy

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Case Study: Market Entry Strategy

Background: An international tech company aimed to expand its operations into
highly competitive market. To do so successfully, the company conducted
comprehensive research.

Research Process in Action:

1. Problem Identification and Formulation:
 The research team identified the primary research problem: "What is
the most effective market entry strategy for our tech products in the
market?"
2. Research Design:
 After assessing various options, the researchers chose a combination
of exploratory research (to understand the market) and descriptive
research (to analyze customer preferences).
3. Data Collection:
 Researchers collected data through surveys, interviews with local
experts, and analysis of market reports. They also gathered data on
competitors' strategies and customer demographics.
4. Data Analysis:
 Statistical analysis and content analysis of qualitative data were used
to identify key market trends, consumer preferences, and potential
barriers to entry.
5. Drawing Conclusions and Making Recommendations:
 Based on the analysis, the research team concluded that a joint venture
with a local company would be the most effective market entry
strategy. They also recommended specific product adaptations and
marketing strategies.
6. Reporting and Presentation:
 The research findings and recommendations were presented to the
company's board of directors in a detailed report and a series of
presentations. This led to the successful implementation of the chosen
market entry strategy.

1.4 RESEARCH DESIGN

I. Understanding Research Design

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Research design is the blueprint or plan that outlines the structure, methodology,
and procedures for conducting research. It serves as a roadmap, guiding
researchers in their quest to answer specific research questions and achieve
research objectives effectively. The key elements of research design include:
1. Research Objectives: Clearly defined research objectives that specify what
the study aims to accomplish.
2. Research Questions/Hypotheses: The questions or hypotheses that the
research intends to address.
3. Data Collection Methods: The methods and techniques for collecting data,
whether through surveys, interviews, observations, experiments, or
secondary data sources.
4. Sampling Strategy: Determining the sample size and selection process to
ensure representativeness.
5. Data Analysis: The statistical or qualitative methods to be used for data
analysis and interpretation.
6. Timeframe and Resources: Setting a timeline and identifying the necessary
resources for the research.

II. Types of Research Design

There are three primary types of research design in business research methods:
1. Exploratory Research Design: This design is used when researchers aim to
gain insights into a relatively unknown problem or phenomenon. It is often
the first step in research and helps in generating hypotheses and identifying
variables for further investigation.
2. Descriptive Research Design: Descriptive research design is used to
describe and explain the characteristics of a particular phenomenon or the
relationship between variables. It provides a detailed snapshot of the current
situation.
3. Experimental Research Design: Experimental research design involves
manipulating one or more variables to determine their effect on another
variable. It is used to establish cause-and-effect relationships.

III. Example: Market Entry Strategy

Case Study: Research Design for Market Entry Strategy

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Background: An international fashion retailer plans to expand its presence in

India. To create an effective market entry strategy, the company devises a research
plan.
Research Design in Action:
1. Research Objectives: The primary objective is to determine the most
suitable market entry strategy for the fashion retailer in India.
2. Research Questions/Hypotheses: The research questions include, "What
are the consumer preferences and trends in the fashion market?" and "What
are the competitive advantages of different market entry strategies?"
3. Data Collection Methods: The research design includes surveys, interviews
with local consumers, and focus group discussions. Secondary data sources,
such as market reports and competitor analyses, are also considered.
4. Sampling Strategy: The sampling strategy involves selecting a
representative sample of consumers across different demographics and
regions.
5. Data Analysis: Quantitative data collected from surveys are analyzed using
statistical techniques. Qualitative data from interviews and focus groups are
subjected to content analysis.
6. Timeframe and Resources: The research design outlines a timeline of six
months, and the necessary resources, including researchers, survey tools, and
budget allocation.

Outcome: The research design serves as a comprehensive plan for the fashion
retailer, enabling them to systematically collect and analyze data to determine the
most effective market entry strategy in India. The research findings guide decision-
making and subsequent business operations.

1.5 EXPLORATORY

I. Understanding Exploratory Research Design

Exploratory research design is a research approach that is employed when a
researcher seeks to gain insights and a deeper understanding of a particular
problem or phenomenon, especially when there is limited prior knowledge or
existing research. It is characterized by its flexibility and adaptability, as it allows
researchers to explore various aspects of a subject without predetermined
hypotheses. Key features of exploratory research design include:

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1. Objective: To discover new ideas, concepts, and relationships, and to

generate hypotheses or research questions for further investigation.
2. Qualitative Methods: Exploratory research often employs qualitative
methods, such as interviews, focus groups, observations, and content
analysis, to collect data that can provide rich, detailed insights.
3. Flexible and Unstructured: It does not follow a rigid structure and may
involve open-ended questions and unstructured data collection.
4. Initial Stage: Exploratory research is often the first step in the research
process, helping researchers identify variables and formulate research
questions.

II. When to Use Exploratory Research Design

Exploratory research design is particularly useful in the following scenarios:
1. New or Complex Problems: When researchers are dealing with a new or
complex problem that lacks existing literature or established theories.
2. Conceptual Clarity: To clarify concepts and terms before conducting more
extensive research.
3. Hypothesis Generation: When researchers need to generate hypotheses or
research questions that can be tested in subsequent research stages.
4. Exploration of Understudied Areas: In cases where certain aspects of a
subject or population have been understudied, and initial exploration is
necessary.

III. Example: Exploratory Research on E-commerce in Rural India

Case Study: Exploratory Research on E-commerce Adoption in Rural India

Background: An e-commerce company is interested in understanding the factors

affecting e-commerce adoption in rural areas of India. Given the limited research
in this area, they decide to conduct exploratory research.

Exploratory Research in Action:

1. Objective: The primary objective is to gain a preliminary understanding of
the challenges and opportunities related to e-commerce adoption in rural
India.
2. Data Collection Methods: Researchers conduct open-ended interviews and
focus group discussions with residents of rural villages in different regions
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of India. They ask about their experiences, perceptions, and barriers to using
e-commerce platforms.
3. Qualitative Analysis: Data collected from interviews and focus groups are
analyzed qualitatively to identify common themes, challenges, and potential
factors influencing e-commerce adoption.
4. Emerging Insights: Researchers discover that issues like lack of internet
connectivity, digital literacy, and trust in online transactions are significant
barriers to e-commerce adoption in rural India.
5. Hypothesis Generation: Based on the insights from the exploratory
research, the e-commerce company formulates hypotheses for further
quantitative research to validate their findings.

Outcome: The exploratory research helps the e-commerce company gain initial
insights into the complex landscape of e-commerce adoption in rural India. These
insights guide the development of a more focused research agenda and strategies to
address the identified barriers.

1.6 EXPLANATORY & DESCRIPTIVE RESEARCH DESIGN

I. Explanatory Research Design

Understanding Explanatory Research Design:

Explanatory research design, also known as causal research, is used to investigate
cause-and-effect relationships between variables. Researchers use this design when
they want to explain why a certain phenomenon occurs, establish the impact of one
variable on another, or test hypotheses. Key features of explanatory research
design include:
1. Objective: To determine the causal relationships between variables and
explain why certain outcomes occur.
2. Quantitative Methods: Explanatory research typically involves quantitative
data collection and analysis, such as surveys, experiments, or statistical
modeling.
3. Controlled Experiments: Controlled experiments are often used to
manipulate one or more independent variables to observe their impact on
dependent variables.
4. Hypothesis Testing: Researchers formulate hypotheses and test them using
statistical techniques to establish causality.
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When to Use Explanatory Research Design:

Explanatory research design is used when:
1. Researchers aim to identify the cause-and-effect relationships between
variables.
2. They want to test hypotheses or theories.
3. They need to make predictions based on identified relationships.

II. Descriptive Research Design

Understanding Descriptive Research Design:

Descriptive research design is employed to describe and explain the characteristics
of a particular phenomenon or the relationship between variables. It provides a
detailed snapshot of the current situation without manipulating variables. Key
features of descriptive research design include:

1. Objective: To describe and document the current state of affairs,

characteristics, and variables of interest.
2. Data Sources: Descriptive research often relies on primary data collection
through surveys, observations, or secondary data sources like government
reports, market research studies, or archival data.
3. Qualitative or Quantitative Methods: It can involve both qualitative and
quantitative data collection and analysis, depending on the research
objectives.
4. Statistical Analysis: Descriptive statistics are commonly used to summarize
and present data.

When to Use Descriptive Research Design:

Descriptive research design is used when:
1. Researchers want to describe and understand a particular phenomenon or
situation.
2. They aim to gather information on variables of interest without manipulating
them.
3. They need to establish a baseline for further research or to monitor changes
over time.
III. Examples: Explanatory and Descriptive Research Designs

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