BUSINESS RESEARCH METHODS

Chapter

2
Scientific Method in
Research

2-1 PROF.S.N.MURTHY & DR.BHOJANN Excel Books

A
 Scientific Method in Research

Definition of Marketing Research:

 Systematic design , collection, analysis , interpretation and reporting of data
and findings relevant to a marketing situation facing by the company

Scientific Method in Research:

 Observation
 Formulates Hypothesis
 Future Prediction
 Testing the hypothesis

There are two Characteristics of Scientific Method:

 Validity
 Reliability
Copyright © 2007, S N Murthy & U Bhojanna

2-2 Business Research Methods, S N Murthy & U Bhojanna Excel Books

 Scientific Method in Research

Why MR Cannot be Considered Scientific?

Distinction between Scientific and Unscientific Method:
 Rational and objective
 Accuracy of measurement
 Maintaining continuity in investigation

Difficulties in applying scientific method in marketing research:

 Investigators Role
 Inaccurate Measurement instrument
 Influence of measurement
 Time pressure
 Hypothesis testing
 Complexity of the subject
Copyright © 2007, S N Murthy & U Bhojanna

2-3 Business Research Methods, S N Murthy & U Bhojanna Excel Books