REPORTER: Jhea Mae Cudiamat

& Eloisa Anne Del Rosario

 Itseeks to extend the
boundaries of knowledge in a
given area and doesnt
necessarily solve your problems.
It reveals information and
relationships that could be useful
at a later date.
Itgathers information
to solve a specific
problem or set of
problems.
 Determine the size and
relative market.
Provide key information
about market growth,
competitive positioning and
share of market.
 Identify
customers and
non-customers, and why
they are or are not
customers.
 Appropriate in the initial
screening of new product
concepts.
Likes and dislikes, acceptability
and likelihood of purchase are
specially useful measures.
 Evaluation of promised
attribute and feature
benefits.
Are expectations produced by
advertising, packaging, and
product appearance fulfilled?
 What is psychological
value that a brand holds
in the marketplace?
A composite of brand
awareness, brand quality,
brand associations and brand
loyalty measures.
A management problem must
first be translated into a research
problem:
Management Problem focus
on action.
Research Problem focus on
providing the information you
need in order to solve the
management problem.
 How to formulate the research
problem?
1. Specify the research objectives.
2. Review the environment or context
of the problem.
3. Explore the nature of the problem
research.
4. Define the variable relationships.
5. The consequences of alternative
courses action.
 Scientific Method is the
standard pattern for
investigation.
Objective-based research
relies on impartial analysis.
Subjective-based research
emphasizes personal
judgment as you collect and
analyze data.
1.Observation This is the problem-awareness
phase, which involves observing a set of significant
factors that relate to the problem situation.

2.Formulation of Hypothesis formed which is

postulates a connection between seemingly
unrelated facts.

3.Prediction of the Future after hypothesis are

formulated, their logical implications are deduced.

4.Testing the Hypothesis This is the evidence

collection and evaluation stage.
 Experimental research gives
the advantage of controlling
extraneous variables and
manipulating one or more
variables that influences the
process being implemented.

Non-experimental research
allows observation but not
intervention.
The research design is a
plan or framework for
conducting the study and
collecting data. It is
defined as the specific
methods and procedures
you use to acquire the
information you need.
3 General Types of
Research Design
Exploratory Design

Descriptive Design

Casual Design
Interviews require you to
ask questions and receive
responses.

Observation Observing a
person's or company's past or
present behavior can predict
future purchasing decisions.
 Probability method relies on a
random sampling of everyone
within the larger population.
Non-probability method is
based in part on the judgment of
the investigator, and often
employs convenience samples or
sampling methods do not rely on
probability.
Personal (face to face)

Telephone Interviews

Internet Survey
2 Types of Data
Primary Data these are the collected
specifically for a particular research
problem.

Secondary Data these are the

already collected for some other
purpose and are available from a variety
of sources.
Inorder for data to be
useful, you must analyze it.

Effectiveness depends on
the types of information you
are collecting and the type
of measurements you are
using.
 A report should provide all the
information the decision maker
needs to understand the project.

- Technical Report

- Summary Report