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Business Research Methods
Business Research Methods
Methods
Research
Introduction
Business research is intended to find out things about business matters in a systematic way.
The purpose is to advance knowledge and increase understanding by providing procedures
that help managers to solve business problems.
The most notable twenty-first century business environment characteristics are: a fast-
changing global market place and the need for cost-effective, accurate information and timely
decision-making.
Management has to take decisions in an uncertain environment that is influenced by many
factors.
Business research aims to provide management with information that can serve as a basis
for sound decision-making.
Research Methodology provides a tool for management to meet the information
requirements of key decision-makers.
Business research methods can provide management with reliable information if data are
collected in a scientific manner.
Through research, new knowledge is discovered that aids management in finding solutions
to specific business problems. This requires the development of an effective research process.
Meaning
Business research refers to any type of researching done when starting or running
any kind of business.
For example, starting any type of business requires research into the target
customer and the competition to create a business plan.
Conducting business market research in existing businesses is helpful in keeping
in touch with consumer demand.
Small business research begins with researching an idea and a name and continues
with research based on customer demand and other businesses offering similar
products or services.
All business research is done to learn information that could make the company
more successful.
The task of business research is to generate accurate information for use in
decision making.
The emphasis of business research is on shifting decision makers from intuitive
information gathering to systematic and objective investigation.
Definition
1. Promoting Business
The aim of any business research is how to better promote the business in an
economically sound manner and to increase the businesses net profit,
exposure and ensure its continuity.
3. Judging problem
One of the natures of business research is judging local problems of the
environment in which our establishment is going to operate.
4. Flexible
Another characteristic of business research objectives is flexibility. The
research may be programmed for one area and then something shows-up.
If that “something” is pertinent, it should be investigated and included in
the research. Research is discovering new things and factors, it should
not be easily sidetracked but it also should not be inflexible.
2.
Personal and Industrial Relations
It is used in Aptitude and attitude tests, fatigue studies, wage
employment, and retirement plans, employee organizations and activities,
death and sickness disability benefit plans, and group insurance.
Time Constraints
Availability of Data
Nature of the Decision
Benefit versus Costs
1. Time Constraints:
Systematic Research doing takes time. In many instances, management concludes that
because a decision must be made immediately, there will be no time for research.
As a result, decisions are sometimes made without adequate information or thorough
understanding of the situation.
Although such rapid decision-making is not ideal, sometimes the urgency of a situation
precludes the use of research.
2. Availability of Data:
Often Managers already possess enough information to make sound decisions with no
business research. When they lack adequate information, however, research must be
considered.
Managers must ask themselves if the research will provide the information needed to
answer the basic questions about a decision.
Furthermore if a potential source of data exists, managers will want to know, how much
it will cost to obtain the data. If the data cannot be obtained, research cannot be
conducted.
3. Nature of the Decision:
The value of business research will depend on the nature of the managerial
decision to be made. A routine tactical decision that does not require a substantial
investment may not seem to warrant a substantial expenditure for research. For
example, a computer company must update its operator’s instruction manual when
it makes minor product modifications.
The research cost of determining the proper wording to use in updating the manual
is likely to be too high for such a minor decision.
The nature of the decision is not totally independent of the next issue to be
considered, the benefits versus the costs of the research.
Marketing Research:
Market Research:
Product Research
Advertising Research:
1. Marketing Research:
Consumer Research or Marketing Research includes a form of applied sociological
study, which concentrates on understanding the behaviors, whims and preferences,
mainly current and future of consumers in a market based economy.
2. Market Research:
Market research has a broad scope and includes all aspects of the business
environment.
It asks questions about competitors, market structure, government regulations,
economic trends, technological advances and numerous other factors that make up
the business environment.
Sometimes the term refers more particularly to the financial analysis of companies,
industries or sectors.
In this case, financial analysts usually carry out the research and provide the
results to investment advisors and potential investors.
3. Product Research:
This looks at what products can be
produced with available technology, and what
new product innovations near-future
technology can develop.
4. Advertising Research
It attempts to assess the likely impact of
an advertising campaign in advance, and also
measure the success of a recent campaign.
Significance or Importance of Business Research
2. Applied research
Applied research is carried out when any real-life problem or social problem requires immediate
solution which can be helpful in policy formulation by the concerned agency. This is considered
problem oriented and action directed activity in which immediate and practical results are
required.
There is vast scope for applied research in the field of technology, management, commerce and
economics, as it contributes to the development of new facts or testing of new theory.
Applied research can put theory to the test, it may add to conceptual clarification and integrate
previous existing theories.
3. Descriptive research:
Purpose: A diagnostic study may also be concerned with discovering and testing whether certain
variables are associated, e.g., are persons hailing from rural areas more suitable for managing the
rural branches of banks? Do more villagers than city-voters vote for a particular party?
Requirements: Both descriptive and diagnostic studies share common requirements, viz., prior
knowledge of the problem, its thorough formulation, clear-cut definition of the given population,
adequate methods for collecting accurate information, precise measurement of variables,
statistical analysis and test of significance. As the aim is to obtain complete and accurate
information about a given situation/phenomenon, the research design must make much more
provision for protection against bias than is required in an exploratory study. Moreover, the
amount of work involved is considerable and so concern with economy of research effort is
extremely important.
6. Conceptual Research:
Conceptual research is conducted by the thinkers and philosophers for developing new theories or for
reinterpreting old one. In this type of research the researcher should collect the data to prove or
disapprove his hypothesis. The various ideologies are examples of conceptual research.
7. Action Research:
When researcher is conducted for the survey in a single workplace, than action research is commonly
used in such cases. The focus in action research is given in improving working practices. The action
research has practical purpose and it is directed towards organizational changes in managerial set-up.
The action research theories are valid through practice, rather than applied independently to practice.
It is conducted through direct action. In action research is conducted in various phases like, base line
survey, systematic action and periodical assessment.
8. Evaluation Research
This is an example of applied research. This research is conducted to find out how well a planned
programme is implemented. Therefore, evaluation research deals with evaluating the performance or
assessment of a project. Example: “Rural Employment Programme Evaluation” or “Success of
Midday Meal Programme”.
II. On the basis of nature of data
1. Analytical Research
It relates to critical evaluation of the existing facts and information
which is used in order to draw certain conclusions.
2. Empirical Research
Empirical research is based on observation or experience without due
regards to theories. In this type of research working hypothesis is
provided and then data is collected to prove or disprove this. Researcher
here sets up the design for desired results.
3. Formalized Research
When hypothesis is tested in the research study it is known as formalised
research.
4. Survey Research
A survey is conducted with an object to understand specific aspect in defined
population. Usually the population in study is so large that the access to all the
elements is impossible. Therefore sample taken from the population will make it
possible to draw the conclusions regarding population. The purpose of the survey is
to understand phenomena by identifying influencing factors.
Survey are normally conducted through questionnaires but sometimes interview
method is used to collect necessary information. The method of conducting survey
may also be applied to analyzing large data files in an organization by using sample
form. Survey method is widely accepted for following reasons.
1. Greater amount of objectivity
2. Greater reality in findings and conclusions.
3. It is most scientific method for obtaining data and dependable result.
4. Direct observation of the population has possibility of getting accurate results.
5. Survey is extensively used in all the areas for its merit.
5. Case study
It is very difficult to define, when the phenomena under investigation are not readily form its context in such situation
case study becomes appropriate. It is characterized by in-depth study of organization. It is a concept and intensive study
of business situation.
Case study is method of investigation for exploring a live situation it is a in-depth study of situation as whole. It is in the
form of qualitative and quantitative analysis where careful observation of situation is done.
A case study uses various methods for collecting information may be in form of interview, questionnaires, observation
to participant. This provides the description of the decision taken in particular situation.
6. Field Investigation
The field investigation is conducted in the assessment of actual situations. The results in this type of work is more
realistic. In order to have these results accuracy is required to be maintained by making selection of proper sample. In
field investigation it is very difficult to control variables and informants in the field.
7. Library Research
When secondary data is reliable enough to be used for drawing conclusions than library research is very useful. This type
of research is based on the assessment of the data available from books, periodicals and journals available in the library.
The observations and conclusions drawn in these cases may be bias if data is not used carefully. As this is only
compilation of available data it is not considered as actual research work. If systematic investigation is made it can also
be very useful research study.
Exploratory Research
A cross-sectional study is concerned with a sample of elements from a given population. Thus, it may
deal with households, dealers, retail stores, or other entities.
Data on a number of characteristics from the sample elements are collected and analysed. The cross-
sectional study is the most frequently used descriptive design in marketing research.
Cross-sectional design involves the collection of information from any given sample of population
elements only once.
They may be either single cross-sectional or multiple cross-sectional. In single cross-sectional designs,
only one sample of respondents is drawn from the target population and information is obtained from
this sample only once.
These designs are also called sample survey research designs.
A research question is the hypothesis of choice that best states the objective of the research study. It is a more
specific management question that must be answered. It may be more than one question, or just one.
A research process that answers this more specific question provides the manager with the information
necessary to make the direction he or she is facing.
• Examine the concepts and constructs to be used in the study. Are they satisfactorily defined? Have
operational definitions been employed where appropriate?
• Review the research questions with the intent of breaking them down into specific second and third level
question.
• If hypotheses are used, be certain they meet the quality tests.
• Determine what evidence must be collected to answer the various questions and hypotheses.
• Set the scope of the study by stating what not a part of the research question is. This will establish a
boundary to separate contiguous problems from the primary objective.
When the characteristics or plausible causes of the problem are well defined and the research question is
clearly states, it is possible to deduce the essential sub questions that will guide the project planning at this
stage of the research process.
However, if the research question is somewhat or very poorly defined, the researcher will need further
exploration and question revision to refine the original question and generate the material for constructing
investigative questions.
Investigative Questions:
Investigative questions are questions the researcher must answer to satisfactorily arrive
at a conclusion about the research question.
To formulate them, the researcher takes a general research question and breaks it into
more specific questions about which to gather data.
This fractionating process can continue down through several levels of increasing
specificity.
Investigative questions should be included in the research proposal, for they guide the
development of the research design. They are the foundation for creating the research
data collection instrument.
custom-designed questions.
Predesigned measurement questions are questions that have been formulated and tested by
previous researchers, are recorded in the literature, and may be applied literally or be adapted
for the project at hand. Some studies lend themselves to the use of these readily available
measurement devices. This provides enhanced validity and can reduce the cost of the project.
More often however, the measurement questions should be custom-tailored to the
investigative questions. The resources for this task will be the collective insights from all
the activities in the research process completed to this point, particularly insights from
exploration.Later, during pilot testing of the data collection instrument(s) these custom-
designed questions will be refined.
In surveys, measurement questions are the questions we actually ask the respondents. They
The entire research activity is based on the proper identification of the research problem.
Unless the researcher diagnoses the problem correctly no appropriate solution can be provided.
Therefore research activities form a cycle which starts with identification of research problem
and ends on the solution to the problem. It means research problem is an axis, where a whole
research activity revolves. This research problem will speak out the aims and objectives of the
research work.
Research problem is the situation that causes researcher to feel confused. It is the demarcation
of the problem area within the context of the problem situation. It is the problem situation
which may give rise to research problem.
The researcher who is conducting research study experiences some difficulties in relations to
solutions to be sought. Therefore sources usually contribute to identification, selection and
formulation of the research problem.
The research problem forms a cycle, as research start with problem and ends on the problem.
The problem arises on account of difficulties in research faced by the researchers and he has
definite objectives to be attended by the research.
As there are various alternative available for research and researcher has to opt for one. In this
case he is totally undecided about selection of the alternatives.
In precise
There must be an individual or a group, which has some difficulty or the problem.
There must be some objective to be attained at. If one wants nothing, one cannot have
a problem.
There must be alternative means for obtaining the objectives one wished to attain.
This means that there must be at least two means available to a researcher for if he has
no choice of means, he cannot have a problem.
There must remain some doubt in the mind of as researcher with regard to the
selection of alternatives. This means that research must answer the question
concerning the relative efficiency of the possible alternatives.
There must be some environment(s) to which the difficulty pertains.
Thus, a research problem is one, which requires a researcher to find out the best
solution for the given problem, i.e., to find out by which course of action the objective
can be attained optimally in the context of a given environment.
Criteria for selecting Research Problem
Researcher should take utmost care in selecting research problem. It should be his
independent thinking in relation to the problem. The necessary guidance can be sought
to work out the problem and following facts must be given due consideration while
selecting research problem.
o The subjects which are overdone and on which sufficient work has already been conducted in
particular area should be normally avoided by the researcher. It will be very difficult to throw
new light on such type of the topics.
o There are certain topics which are controversial in nature and in spite of our all efforts no
purposeful conclusions can be drawn.
o While selecting research problem, the problem which is very narrow or very vague should be
avoided for the purpose of the study.
o Whatever subject is selected for the study must have the resources available, which should be
within the reach of the researcher.
o Selection of research problems require due consideration for time, training and cost involved
in the research project.
o No research problem should be selected without having primary study of the subject.
Identification of the problem
The desire to solve research problem or to know more about the fact is the main
motivation for which the research study is conducted. Therefore it is necessary for
researchers to identify the research problem.
The identification of research problem can be classified as under
a. Conceptual Problem:
This type of problem can be solved by creative thinking for the problem.
b. Empirical Problem:
This type of problems can be solved by inductive reasoning, which should be based
on the observation made.
c. Logical Problem:
This problem can be solved by deductive methods.
Now it is very clear from the above expiation of the fact that identification of the
research problem means clear and accurate assessment of the research problem. In
order to solve the research problem.
Selection of the Research Problem:
The problem which is selected on specific rational helps us to complete the project in stipulated time
period and within the prescribed financial outlay. In order to boost up the moral of the researcher proper
selection of the problem is essential.
The factors which requires due consideration for selecting research problems are stated as below:
and personnel are confronted with several interacting decision-making problems in their day-to-day
operation. Many of these problems demand a systematic research which will aid the executives to take
optimal and effective decisions.
Marketing: Different research topics studied under marketing management are:
1. Product identification
2. Demand-supply analysis
3. Market Segmentation
4. Pricing
5. Design of advertisements
Production:
1. Forecasting
2. Inventory control
3. Line of balance
4. Project management
5. Modern production system design, like JIT, computer integrated manufacturing, flexible
4. Personnel:
Manpower planning
Conflict management
Leadership styles
Training methods
Labour welfare study.
Research Objectives
Another approach is to classify them into 1.Working hypotheses, 2.Null hypotheses and 3.Statistical hypotheses.
Third approach is to divide them on the basis of the level of abstraction. Three broad levels may be distinguished:
1. Simple description 2. Logical derivation, and 3. Abstraction. Accordingly there are three types of hypotheses
Common-sense hypotheses, Complex hypotheses and Analytical hypotheses.
A good hypothesis
The skill of researcher is an important factor on which usefulness of hypotheses is
based. Hypotheses being basis of research study it should be developed with
thoughtful consideration.
Formulate the Null hypothesis, with H0 and HA, the alternate hypothesis. According to the
given problem, H0 represents the value of some parameter of population.
If the calculated value lied within the critical region, then reject H 0.
Example: In a right side test, the critical region lies entirely in the right tail of the sample
distribution. Whether the test is one-sided or two-sided depends on alternate hypothesis.
Example: A tyre company claims that mean life of its new type is 15,000 km. Now the
researcher formulates the hypothesis that type life is =15,000 km.
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A two-tailed test is one in which the test statistics leading to rejection of null hypothesis falls
on both tails of the sampling distribution curve as shown.
When we should apply a hypothesis test that is one-tailed or two-tailed depends on the
nature of the problem.
One-tailed test is used when the researcher’s interest is primarily on one side of the issue.
Example: “Is the current advertisement less effective than the proposed new
advertisement”?
A Two tailed test is appropriate, when the researcher has no reason to focus on one side
of the issue. Example: “Are the two-markets – Mumbai and Delhi different to test market a
product?”
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Example: A product is manufactured by a semi-automatic machine. Now, assume
that the same product is manufactured by the fully automatic machine. This will be two-
sided test, because the null hypothesis is that the “Two methods used for manufacturing
the product do not differ significantly”.
H0 = µ1 = µ2
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Degree of freedom
It tells the researcher the number of elements that can be chosen freely.
Example: a+b/2=5. Fix a=3, b = 7. Therefore the degree of freedom is 1.
Compute
Carry out computation.
Make Decisions:
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Errors in Hypothesis testing
First one is called Type 1 error (α) , and the second is called Type 2 error(β).
When a= 0.10 it means that true hypothesis will be accepted in 90 out of 100
occasions. Thus, there is a risk of rejecting a true hypothesis in 10 out of every 100
occasions.
To reduce the risk, use a= 0.01 which implies that we are prepared to take a 1%
risk i.e. the probability of rejecting a true hypothesis is 1%.
It is also possible that in hypothesis testing, we may commit Type 2 error (β) i.e
accepting a null hypothesis which is false. The only way to reduce Type 1 and Type
2 error is by increasing the sample size.
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Example of Type 1 and Type 2 error:
When the firm has failed to reward a competent retailer, it has committed type
-2 error. So also, when it was rewarded to an incompetent retailer, it has
committed type- 1 error.
The firm wishes to award a performance bonus (as a part of trade promotion)
to encourage good retailer ship. Assume that two actions A1 and A2 would represent
whether the bonus or trade incentive is given and not given. This is shown as
follows:
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Action (R1) Competent retailer (R2) Incompetent Retailer
A1 Performance bonus is
awarded Correct Decision In Correct Decision Error (β).
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Types of Tests:
• Parametric test
• Non-parametric Test
Parametric Test:
• Parametric tests are more powerful. The data in this test is derived from interval
and ratio measurement.
• In parametric tests, it is assumed that the data follows normal distributions.
Examples of parametric tests are Z-test, T-test, F-test.
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T- test when sample size is <30
The t test was developed by W.S. Gosset around 1915. Since he published his
findings under a pen name ‘student’. it is known as Student’s t-test.
It is suitable for testing the significance of a sample mean or for judging the
significance of difference between the means of two samples, when the samples
are less than 30 in number and when the population variance is not known.
When two samples are related, the paired t-test is used. The t-test can also be used
for testing the significance of the coefficients of simple and partial correlations.
The relevant test statistic t, is calculated from the sample data, and it is compared
with its corresponding critical value in the t-distribution table for rejecting or
accepting a null hypothesis.
F-test
The F-test is based on F distribution (which is a distribution skewed to the right
and tends to be more symmetrical, as the number of degrees of freedom in the
numerator and denominator increases).
The F-test is used to compare the variances of two independent samples.
It is also used in analysis of variance (ANOVA) for testing the significance of
more than two sample means at a time. It is also used for judging the significance
of multiple correlation coefficients.
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Non-Parametric Test
Non-parametric tests are used to test the hypothesis with normal and ordinal data.
•We do not make assumptions about the shape of population distribution.
•These are distribution-free tests.
•The hypothesis of non-parametric test is concerned with something other than the value of a population
parameter.
•Easy to compute. There are certain situations particularly in marketing research, where the assumptions of
parametric tests are not valid. Example: In a parametric test, we assume that data collected follows a normal
distribution. In such cases, non-parametric-tests are used.
•Example: non-parametric tests are (a) chi-square test (c) Mann-Whitney U test (d) sign test.
Chi-square Test:
•It is used in several circumstances.
•Sample observations should be independent i.e. two individual items should be included twice in a sample.
•The sample should contain at least 50 observations or Total frequency should be greater than 50.
•There should be a minimum of five observations in any cell. This is called cell frequency constraint.
Example:
Age Group
Persons Total
Under 20-40 20-40 41-50 51 & above
Liked the Car 146 78 48 28 300
Disliked the
Car 54 52 32 62 200
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Mann Whitney “U” Test
This test is used to determine whether two independent samples have been drawn from the same
population. Suppose an experiment has obtained two sets of samples from two populations and the
study wishes to examine whether the two populations are identical.
Example; A computer company XYZ would like to choose the performance of programmers,
working in 2 braches, located in different cities. The performance indices of employees.
Branch – A Branch - B
84 76
68 77
78 64
49 62
45 53
To find out whether there is any difference in the performance indices of employees of the
two branches.
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Sign Test:
Sign-test is used with matched pair. The test is used to identify the pairs and decide
whether the pair has more or less similar characteristics.
Example: Suppose, an experiment on the effect of brand name on quality
perceptions is to be conducted. 10 persons are selected and asked to taste and compare
the two products (beverage).
One of them is identified as branded well known beverage, and the other is a new
beverage. In reality, the samples are identical. The respondents who tested were asked
to rate the two samples on an ordinal scale. Two hypotheses are set up as follows:
Advantages
1. They are quick and easy to use.
2. When data are not very accurate, these tests produce fairly good results.
Disadvantages:
Non-parametric test involves the greater risk of accepting a false hypothesis and
thus committing a Type 2 error.
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Sign Test:
Sign-test is used with matched pair. The test is used to identify the pairs and decide whether the pair has more or
less similar characteristics.
Example: Suppose, an experiment on the effect of brand name on quality perceptions is to be conducted. 10
persons are selected and asked to taste and compare the two products (beverage).
One of them is identified as branded well known beverage, and the other is a new beverage. In reality, the samples
are identical. The respondents who tested were asked to rate the two samples on an ordinal scale. Two hypotheses
are set up as follows:
Advantages
1. They are quick and easy to use.
2. When data are not very accurate, these tests produce fairly good results.
Disadvantages:
Non-parametric test involves the greater risk of accepting a false hypothesis and thus committing a Type 2 error.