Professional Documents
Culture Documents
Dehradun
The Excitement of Research and Why Managers Should Know about Research
Modern technology has made research an exciting and a relatively smooth process.
Today a personal computer with a modem or any means to an Internet connection places
one within easy reach of knowledge of what is happening in the global markets and how
the world economy is impacting on business. By grasping the fundamentals of the
research process and keeping abreast of modern technology, such as computers with
enormous capability to store and retrieve information, you as a manager can face the
competitive global market with its multitude of complex and confusing factors with
greater confidence.
Knowledge of research not only helps one to look at the available information in
sophisticated and creative ways in the fast-paced global environment that businesses face,
but this knowledge also helps in other ways. For example, you can interact more
effectively with research consultants who work for you, you can discriminate between
good and bad studies published in professional journals, and if so desired, you yourself
can undertake research to solve problems. Moreover, knowledge in the business area is
exploding and there is an overwhelming maze of information available through the
Internet, which has to be sifted through to determine its reliability. Identifying the critical
issues, gathering relevant information, analyzing the data in ways. that would help
decision making, and implementing the right course of action, are all facilitated by
understanding business research
A thought that may cross your mind is that, because you will probably be bringing in
researchers to solve problems instead of doing the research yourself, there is no need to
bother to study about research. The reasons become clear when one considers the
consequences of failure to do so. With the ever-increasing complexity of modern
organizations, and the uncertainty of the environment they face, the management of
organizational systems has become one of constant trouble shooting in the workplace. It
would help if managers could sense, spot, and deal with problems before they get out of
hand. Knowledge of research and problem-solving processes helps managers to identify
problem situations before they get out of control. Although minor problems can be fixed
by the manager, major problems would warrant the hiring of outside researchers or
consultants. The manager who is knowledgeable about research can interact effectively
with them. Knowledge about research processes, design, and interpretation of data also
helps managers to become discriminating recipients of the research findings presented,
and to determine whether or not the recommended solutions are appropriate for
implementation.
Another reason why professional managers today need to know "about research methods
is that they will become more discriminating while sifting through the information
Prepared By –Sanjeev Kumar(Faculty Management)
Graphic Era University
Dehradun
disseminated in business journals. Some journal articles are more scientific and objective
than others. Even among the scientific articles, some are more appropriate for application
or adaptation to particular organizations and situations than others. This is a function of
the sampling design, the types of organizations studied, and other factors reported in the
journal articles. Unless the manager is able to grasp fully what the published empirical
research really conveys, she or he is likely to err in incorporating some of the suggestions
such publications offer. By the same token, managers can handle with success their own
problems at considerable cost savings by studying the results of "good" (discussed in the
next chapter) published research that has addressed similar issues.
There are several other reasons why professional managers should be knowledgeable
about research and research methods in business. First, such knowledge sharpens the
sensitivity of managers to the myriad variables operating in a situation and reminds then
frequently of the multicausality and multifinality of phenomena, thus avoiding
inappropriate, simplistic notions of one variable "causing" another. Second, when
managers understand the research reports about their organizations handed to them by
professionals, they will be equipped to take intelligent, educated, calculated risks with
known probabilities attached to the success or failure of their decisions. Research then
becomes a useful decision-making tool rather than a mass of incomprehensible statistical
information. Third, because managers become knowledgeable about scientific
investigations, vested interests inside or outside the organization will not prevail. For
instance, an internal research group within the organization will not be able to distort
information or manipulate the findings to their advantage if managers are aware of the
biases that could creep into research and know how data are analyzed and interpreted. As
an example, an internal research team might state that a particular unit to which it is
partial (for whatever reason) has shown increased profits and hence should be allocated
more resources to buy sophisticated equipment to further enhance its effectiveness.
However, the increased profit could have been a one-time windfall phenomenon due to
external environmental factors such as market conditions, bearing no relation wh~tever to
the unit's operating efficiency. Thus, awareness of the different ways in which data could
be camouflaged will help the manager to make the right decision. Fourth, knowledge
about research helps the manager to relate to and share pertinent information with the
researcher or consultant hired for problem solving.
In sum, being knowledgeable about research and research methods helps professional
managers to:
1.Identify and effectively solve minor problems in the work setting.
2.Know how to discriminate good from bad research.
3.Appreciate and be constantly aware of the multiple influences and multiple effects of
factors impinging on a situation.
4.Take calculated risks in decision making, knowing full well the probabilities
associated with the different possible outcomes.
5.Prevent possible vested interests from exercising their influence in a situation.
6.Relate to hired researchers and consultants more effectively.
7.Combine experience with scientific knowledge while making decisions
Research is somewhat intimidating term for some, is simply the process of finding
solutions to a problem after a thorough study and analysis of the situational factors.
Managers in the organizations constantly engage themselves in studying and analyzing
issues and hence are involved in some form of research activity as they make decisions at
the workplace. As is well known, sometimes managers make good decisions and the
problem gets solved, sometimes they make poor decisions and the problem persists, and on
occasions they make such colossal blunders that the organization gets stuck in the mire.
The difference between making good decisions and committing blunders lies in how
managers go about the decision-making process. In other words, good decision making
fetches a "yes" answer to the following questions: Do managers identify where exactly the
problem lies, do they correctly recognize the relevant factors in the situation needing
investigation, do they know what types of information are to be gathered and how, do they
know how to make use of the information so collected and draw appropriate conclusions to
make the right decisions, and finally, do they know how to implement the results of this
process to solve the problem? This is the essence of research and to be a successful
manager it is important for you to know how to go about making the right decisions by
being knowledgeable about the various steps involved in finding solutions to problematic
issues. This is what this subject is all about
The word "research" is derived from the Latin word meaning "to know."
Research is about answering questions, such as:
What do I want to know?
How do I want to gain knowledge?
Why do I want to know it?
SYSTEMATIC because there is a definite set of procedures and steps which you will
follow. There are certain things in the research process, which are always done in order to
get the most accurate results.
FINDING ANSWERS is the end of all research. Whether it is the answer to a hypothesis
or even a simple question, research is successful when we find answers. Sometimes the
answer is no, but it is still an answer.
QUESTIONS are central to research. If there is no question, then the answer is of no use.
Research is focused on relevant, useful, and important questions. Without a question,
research has no focus, drive, or purpose.
Definition
Some of the definitions of Research are:
Redman and Mory define research as a “systematized effort to gain new knowledge”.
On evaluating these definitions we can conclude that Research refers to the systematic
method consisting of
• Enunciating the problem,
• Formulating a hypothesis,
• Collecting the fact or data,
• Analyzing the facts and
• Reaching certain conclusions either in the form of solutions
towards the concerned problem or in certain generals for some theoretical formulation.
OBJECTIVE OF RESEARCH
The purpose of research is to discover answers to questions through the application of
scientific procedures. The main aim of research is to find out the truth which is hidden (not
yet known). Though each research study has its own specific purpose, we may think of
research objectives as falling into a number of following broad groupings:
(iii) To determine the frequency with which something occurs. This is called diagrammatic
research.
(iv) To test the hypothesis of a casual relationship between variables. This is called
hypothesis testing research
MOTIVES TO DO RESEARCH
The following are the motives to do research :
(i) To gain knowledge about hidden facts
(ii) To innovate new concepts, theories etc.
(iii) To know the cause-effect relationship.
(iv) To understand, analyse and explore the phenomena.
(v) To enjoy and improve the society.
(vi) To face the challenge in solving the unsolved problems.
(vii) To get a research degree along with its consequential benefits.
(viii) To get respectability and fame.
However, this is not an exhaustive list of factors motivating people to undertake research.
Many more factors like directives of government, employment conditions, studies taken by
non-government organisations (NGO's) social thinking and awakening motivate people to
undertake research
Characteristics of Research
From these definitions it is clear that research is a process for collecting, analyzing and
interpreting information to answer questions. But to qualify as research, the process must
have certain characteristics : it must, as far as possible, be controlled, rigorous, systematic,
valid and verifiable, empirical and critical. Let us briefly examine these Characteristics for
proper understanding
l. Controlled
There are many factors that effect an outcome. In a study of cause and effect relationships
it is important to be able to link the effect (s) with the cause (s) and vice versa. The concept
of control implies that, in exploring causality in relation to two variables, you set up your
study in a way that minimizes the effects of other factors affecting the relationship. This is
possible in physical sciences, where as in social sciences such controls are impossible,
therefore attempts are made to quantify their impact.
2. Rigorous
You must be scrupulous in ensuring that the procedures followed to find answers to
questions are relevant; appropriate and justified. Again, the degree of rigour varies between
the physical and the social sciences and within the social sciences.
A business exists not only within its environment of customers and competitors but also its
suppliers and distributors, unless it owns its distribution network. In addition, there are
other influences impacting upon it such as government departments and legislation, its
shareholders and the unions to which its employees belong. There will also be many
external and uncontrollable variables bearing upon it and influencing its marketing
management and strategy. All of these influence the nature of problems with which the
organization has to cope and thus the products it plans to develop for its customers and
markets. Through research, an executive can quickly get a synopsis of the current scenario,
which improves his information base for making sound decisions affecting future
Marketing
Marketing research is undertaken to assist the marketing function.Marketing research
stimulates the flow of marketing data from the consumer and his environment to marketing
information system of the enterprise. Market research involves the process of
• Systematic collection
• Compilation
• Analysis
• Interpretation of relevant data for marketing decisions
This information goes to the executive in the form of data. On the basis of this data the
executive develop plans and programmers. Advertising research, packaging research,
performance evaluation research, sales analysis, distribution channel, etc., may also be
considered in management research.Research tools are applied effectively for studies
involving:
1. Demand forecasting
2. Consumer buying behaviour
3. Measuring advertising effectiveness
4. Media selection for advertising
5. Test marketing
6. Product positioning
7. Product potential
Marketing Research
i. Product Research: Assessment of suitability of goods with respect to design and price.
ii. Market Characteristics Research (Qualitative): Who uses the product? Relationship
between buyer and user, buying rates, units in which product is purchased, customs and
habits affecting the use of a product, consumer attitudes, shopping habits of consumers,
brand loyalty, research of special consumer groups, survey of local markets, basic
economic analysis of the consumer market, etc.
iii. Size of Market (Quantitative): Market potential, total sales quota, territorial sales
quota, quota for individuals, concentration of sales and advertising efforts; appraisal of
efficiency, etc.iv. Competitive position and Trends Research
v. Sales Research: Analysis of sales records.
vi. Distribution Research: Channels of distribution, distribution costs.
vii. Advertising and Promotion Research: Testing and evaluating, advertising and
promotion
viii. New product launching and Product Positioning.
Production
Research helps you in an enterprise to decide in the field of production on:
· What to produce
· How much to produce
· When to produce
· For whom to produce
Significance of Research
"All progress is born of inquiry. Doubt is often better than overconfidence, for it leads to
inquiry, and inquiry leads to invention " is a famous Hudson Maxim
Research inculcates scientific and inductive thinking and it promotes the development
of logical habits of thinking and organization.The role of research in several fields of
applied economics, whether related to business or to the economy as a whole, has
greatly increased in modern times.
Research provides the basis for nearly all government policies in our economic system.
For Instance, government's budgets rest in part on an analysis of the needs and desires of
Prepared By –Sanjeev Kumar(Faculty Management)
Graphic Era University
Dehradun
the people and on the availability of revenues to meet these needs. The cost of needs has to
be equated to probable revenues and this is a field where research is most needed. Through
research we can devise alternative policies and can as well examine the consequences of
each of these alternatives.
Decision-making may not be a part of research, but research certainly facilitates the
decisions of the policy maker. Government has also to chalk out programmes for dealing
with all facets of the country’s existence and most of these will be related directly or
indirectly to economic conditions. The plight of cultivators, the problems of big and small
business and industry, working conditions, trade union activities, the problems of
distribution, even the size and nature of defence services are matters requiring research.
Thus, research is considered necessary with regard to the allocation of nation's resources.
Another area in government, where research is necessary, is collecting information on the
economic and social structure of the nation. Such information indicates what is happening
in the economy and what changes are taking place. Collecting such statistical information
is by no means a routine task, but it involves a variety of research problems. Thus, in the
context of government, research as a tool to economic policy has three distinct phases of
operation, viz.,
(i) investigation of economic structure through continual compilation of facts;
(ii) diagnosis of events that are taking place and the analysis of the forces underlying
them; and
(iii) the prognosis, i.e., the prediction of future developments.
Research has its special significance in solving various operational and planning
problems of business and industry. Operations research and market research, along with
motivational research, are considered crucial and their results assist, in more than one way,
in taking business decisions. Market research is the investigation of the structure and
development of a market for the purpose of formulating efficient policies for purchasing,
production and sales. Operation Research refers to the application of mathematical, logical
and analytical techniques to the solution of business problems of Cost minimization or of
profit maximization or what can be termed as optimization problems. Motivational
research of determining why people behave as they do is mainly concerned with market
characteristics. All these are of great help to people in business and industry who are
responsible taking business decisions. Research with regard to demand and market factors
has great utility in business. Given knowledge of future demand, it is easy for an industry
to adjust its supply schedule within the limits of its projected capacity. Market analysis has
become an integral tool of business policy these days. Business budgeting, which
ultimately results projected profit and loss account, is based mainly on sales estimates,
which in turn depends on business research. Research replaces intuitive business decisions
by more logical and scientific decisions.
Research is equally important for social scientists in studying social relationships seeking
answers to various social problems. It provides the intellectual satisfaction of knowing
things better and also of practical utility for the social scientist to know for the sake of
being able to do something better or in a more efficient manner. Research in Social
sciences is concerned both with knowledge for its own sake and with knowledge for what
contribute to practical concerns.
In addition to what has been stated above, the significance of research can also be
understood keeping in view the following points:
(a) To those students who are to write a master's or Ph.D. thesis, research may mean
careerism or a way to attain a high position in the social structure;
Prepared By –Sanjeev Kumar(Faculty Management)
Graphic Era University
Dehradun
(b) To professionals in research methodology, research may mean a source of livelihood;
(c) To philosophers and thinkers, research may mean the outlet for new ideas and insights;
(d) To literary men and women, research may mean the development of new styles and
creative work;
(e) To analysts and intellectuals, research may mean the generalizations of new
theories.Thus, research is the fountain of knowledge for the sake of knowledge and an
important source of providing guidelines for solving different business, governmental and
social problems. It is a sort of formal training, which enables one to understand the new
developments in one's field in a better way.
1. Purpose clearly defined: The purpose of research should be clearly defined & common
concepts be used.
2. Research process detail: The research procedure used should be described in sufficient
detail to permit another researcher to repeat the research for further advancement, keeping
the continuity of what has already been attained.
3. Research Design thoroughly planned : The procedural design of the research should be
carefully planned to yield results that are as objective as possible.
4. High ethical standards applied : Ethical issues in research reflect important moral
concerns about the practice of responsible behaviour in society. Careful consideration must
be given to those research situations in which there is a possibility for physical or
psychological harm, exploitation, or loss of dignity.
5. Limitations frankly revealed : The researcher should report with complete frankness,
flaws in procedural design and estimate their effects upon the findings.
6. Adequate Analysis for decision makers need: The analysis of data should be sufficient
to reveal its significance & the method of analysis used should be appropriate\ate. The
validity and reliability of data should be checked carefully.
One of the major weaknesses of research is that it is a time consuming activity and in
commercial life it is an old but true cliché to say that "time costs money". Invariably,
management wants market research data "yesterday" and is impatient for research results.
It is for this reason that many large companies are willing to pay high fees to research
agencies for data to be collected speedily and efficiently.
Research data reports on current and past behaviour and from the moment the
research activity ceases the data becomes historical. The data is measuring human
behaviour and although the data collection ceases, the human behaviour pattern continues
and so the data is quickly out-of-date. This could be crucial if the pattern of behaviour
changes significantly immediately after the data collection ceases, since the change is not
being monitored. It may be a change in consumption patterns which effects market share
and so the organization needs to be aware. Even so, the data collected is substantial and
useful and can be used, along with other variables, to predict future patterns of behaviour.
However, it should not be relied on alone.
Market research data is never complete as it never provides the total amount of data and
information that managers need to make decisions. However, it does give a sound picture
over several key issues depending upon the nature of the project. In the area of decision-
making in any complex organisation it is impossible to have all the information that
managers would like.
The data can be interpreted in a variety of different ways and there can easily be quite
significant intellectual differences between those who carry out the research, and those
who use the information which arises from it. It is important then for the key findings to be
presented in a succinct and easily readable format, and with a fuller account of the findings
also included in the report. Managers want to be able to absorb the many points from a
research project quickly and easily, and not feel overwhelmed by research technology and
technical jargon unless the project is a technical research project. They want information
which they can use in a practical way.
Other limitations of research occur during the research design and in the implementation of
the design. Sometimes the analysis of the marketing problem may be inadequate which
may lead to the wrong data being collected. Then there are problems in carrying out the
research project such as surveying the wrong target population or too few of the target
population. Similarly, faults in the design of a questionnaire can generate poor quality
data. Also respondents may give answers to impress the interviewer.
The formulation of a research problem is the first and most important step of the research
process. It is like the identification of a destination before undertaking a journey; As in
the absence of a destination, it is impossible to identify the shortest-or indeed any-route,
in the absence of a clear research problem, a clear and economical plan is impossible. A
research problem is like the foundation of a building. The type and design of the building
is dependent upon the foundation. If the foundation is well designed and strong you
can expect the building to be also. The research problem serves as the foundation
of a research study: if it is well formulated, you can expect a good study to follow.
According to Kerlinger,
If one wants to solve a 'problem, one must generally know what the problem is·. It can
be said that a large part of the problem lies in knowing what one is trying to do (1986:
17).
You must have a clear idea with regard to what it is that you want to find out
about and not what you think you must find.
A research problem may take a number of forms, from the very simple to the very
complex. The way you formulate a problem determines almost every step that
follows: the type of study design that can be used; the type of sampling strategy
that can be employed; the research instrument that can be used or developed; and
the type of analysis that can be undertaken. The formulation of a problem is like
the 'input' into a study, and the 'output'-the quality of the contents of the research
report and the validity of the associations or causation established-is entirely
dependent upon it. Hence the famous saying about computers-'garbage in, garbage
out'-is equally applicable to a research problem.
In the beginning you may become more confused but this is normal and a sign of
progression. Remember: confusion is often but a first step towards clarity. Take
time over formulating your problem, for the dearer you are about your research
Level of expertise-make sure you have an adequate level of expertise for the task
you are proposing. Allow for the fact that you will learn during the study and may
receive help from your research supervisors and others, but remember you need to
do most of the work yourself
Re1evance- Select a topic that is of relevance to you as a professional. Ensure that your
study adds to the existing body of knowledge, bridges current gaps or is useful in policy
formulation. This will help you to sustain interest in the study.
Steps.2Dissect the broad area into sub areas. At the onset, you will realize that
all the broad areas can be divided into sub areas. Dissect until you are left with
Prepared By –Sanjeev Kumar(Faculty Management)
Graphic Era University
Dehradun
something that is manageable considering the time available to you, your level of
expertise and other resources needed to undertake the study. Once you are confident that
what you have selected you are passionate about and can manage, you are ready to go to
the next step.
Step3.Raise research questions. At this step you ask yourself, 'What is it that I want to
find out about in this sub area'? Within your chosen sub area, first list whatever questions
you want to find answers to. If you find yourself in a situation where you can think of
many questions, too many to be manageable, again go through a process of elimination,
as you did in Step 3.
Step4.Formulate objectives. Formulate your main objectives and your sub objectives
Your objectives grow out of your research questions. The main difference between
objectives and research questions is the way in which they are written. Research
questions are obviously that questions. Objectives transform these questions into
behavioral aims by using action-oriented words such as 'to find out', 'to determine', 'to
ascertain' and 'to examine'. Some researchers prefer to reverse the process; that is, they
start from objective~ and formulate research questions from them. Some researchers are
satisfied only with research questions, and do not formulate objectives at all. If you prefer
to have only research questions or only objectives, this is fine but keep in mind the
requirements of your institution for research proposals.
Step5.Assess your objectives. Now examine your objectives to ascertain the feasibility
of achieving them through your research endeavor. Consider them in the light of the time,
resources (financial and human) and technical expertise at your disposal.
Step6.Double-check. Go back and give final consideration to whether or not you are
sufficiently interested in the study, and have adequate resources to undertake it. Ask
yourself, 'Am I really enthusiastic about this study', and 'Do I really have enough
resources to undertake it'? Answer these questions thoughtfully and realistically. If your
answer to one of them is 'no', re-assess your objectives.
Types of Research
Research can be classified on three perspectives
1.Application of the research study
2.Objectives in undertaking the research
3.Inquiry mode employed
These three classifications are not mutually exhaustive-that is a, research study classified
from the point view of ‘application’ can also be classified from the perspectives of
‘objectives’ and ‘mode of inquiry employed’. For example a research project may be
classified as pure or applied research (from the perspectives of application )a descriptive
,correlational or exploratory(from the perspective of objective)and as qualitative or
quantitative (from the perspective of the inquiry mode)
Types of Research
Causal Research
Application
If you examine a research endeavor from the perspective of its application, there are two
broad categories:pure research and applied research.
Pure research
Pure research is concerned with the development, examination, verification and
refinement of research methods,procedures,techniques and tools that form the body of
research methodology. Examples of pure research includes developing a sampling
technique that can be applied to a particular situation: developing a methodology to
assess the validity of a procedure; developing an instrument .The knowledge produced
through pure research is sought in order to add to the existing body of knowledge of
research methods.
Applied Research
Most of the research in the field of social science is applied. In other words the research
techniques ,procedures and methods that form the body of research methodology are
applied to the collection of information about various aspects of a situation ,issue
,problem or phenomenon so that information gathered can be used in others way-such as
for policy formulation, administration and the enhancement of understanding of a
phenomenon.
Objectives
If you examine a research endeavor from the perspective of its objectives, there are
three broad categories: exploratory research, descriptive research and causal research.
Exploratory Research is to explore or research through a problem or situation to
provide insights and understanding. It could be used for any of the following purposes:
• Formulate a problem or define a problem more precisely.
• Identify alternative courses of action.
• Develop Hypotheses.
• Gain insights for developing an approach to the problem.
• Establish priorities for further research.
“Descriptive Research” is to describe something- usually market characteristics or
functions. Descriptive research is probably the best used and covers issues such as
customer profiles, or consumer perceptions of the product/organisation amongst other
things. As exploratory research finds "something of interest and points the camera,
descriptive research takes the photograph An interesting introduction to this topic is
noting that the six W’s are used by journalists when trying to gather facts for a story. In
like manner, because descriptive research is marked by the prior formulation of specific
hypotheses, the design requires a clear specification of the six W’s of the research:
1.Who: who should be considered?
2.Where:where should the respondents be contacted to obtain the required information?
3.When: when should the information be obtained from the respondents?
4.What: what information should be obtained from the respondents?
5.Why: why are we obtaining information from the respondents?
6.Way: the way in which we are going to obtain information from the respondents
Causal Research:
Causal designs seek to discover the relationship between the cause and the effect in
relation to events in the market place. For example, has a massive increase in the sales
of high quality branded product been caused by increasing the promotion budget and
having an extensive advertising campaign? Or is there another variable within the
marketing mix which may have influenced consumers to behave differently? Will there
be a mass swing to the use of the Channel Tunnel by domestic consumers because of
price, speed and availability, or because of recent disasters with Roll On-Roll Off
ferries making consumers fearful of traveling by sea? It is easy to "guess" the cause-
and-effect, outcome but it is unreliable to do this for specific market situations, nor to
use this to predict future patterns of purchase behavior This type of conclusive research
where the major objective is to obtain evidence regarding cause-and-effect
relationships.
Causal Research is appropriate for the following purposes:
• To understand which variables are the cause (independent variables) and which
variables are the effect (dependent variables) of a phenomenon.
• To determine the nature of the relationship between the causal variables and the
effect to be predicted..
Inquiry Mode
The third perspective concerns the process you adopt to find the answers to your research
questions .There are two approaches to inquiry:
1. The structured Approach (Quantitative Research)
2. The unstructured Approach (Qualitative Research)
In the structured approach everything that forms the research process –objectives, design,
sample and the questions that you plan to ask from the respondent is predetermined .The
unstructured approach , by contrast allows flexibility in all these aspects of the process.
The structured approached is more appropriate to determine the extent of the problem,
issue or phenomenon; the unstructured; to explore its nature .Both approaches have there
place in research .Both have their strengths and weakness.
The study is classified as qualitative if the purpose of research is primarily to describe a
situation, phenomenon, problem, or event the information is gathered through the use of
variables measured on nominal or ordinal scales, and if analysis is done to establish the
variation in the situation, phenomenon, or problem without quantifying it.
ON the other hand, the study is classified as quantitative study if you want to quantify the
variation situation, phenomenon, problem, or issue; if the analysis is geared to ascertain
the magnitude of the variation. Examples of quantitative study are: How many people
have particular problem? How many people hold a particular attitude?
One of the essential preliminary tasks when you undertake a research study is to go
through the existing literature in order to acquaint yourself with the available body of
knowledge in your area of interest. The literature review is an integral part of the entire
research process and makes a valuable contribution to almost every operational step. It
has value even before the first step; that is, when you are merely thinking about a
research question that you may want to find answers to through your research journey. In
the initial stages of research it helps you to establish the theoretical roots of your study,
clarify your ideas and develop your methodology, but later on the literature review serves
to enhance and consolidate your knowledge base and helps you to integrate your findings
with the existing body of knowledge. Since an important responsibility in research is to
compare your findings with those of others, it is here that the literature review plays an
extremely important role. During the write-up of your report it helps you to integrate your
findings with existing knowledge-that is, to either support or contradict earlier research.
The higher the academic level of your research, the more important a thorough
integration of your findings with exiting literature becomes. Reviewing literature can be
time-consuming, daunting and frustrating, but it is also rewarding. A literature review has
a number of functions:
• It provides a theoretical background to your study.
• It reviews the means by which you establish the links between what you are proposing
to examine and what has already been studied. In other words, it helps you to refine
your research methodology.
• Through the literature review you are able to show how your findings have contributed
to the existing body of knowledge in your profession. It enables you to contextualize
your findings.
It also helps you to:
• brings clarity and focus to your research problem;
• improve your methodology;
• broaden your knowledge base in your research area.
• contextualize your findings
The skills required for these tasks are different. Developing theoretical and conceptual
frameworks are more difficult than the other tasks
When librarians catalogue a book they also assign to it subject headings that usually are
based on Library of Congress Subject Headings. If you are not sure, ask your librarian to
help you to find the best subject heading for your area. This can save you a lot of time.
Publications such as Book Review Index can help you to locate books of interest.
All the above indexing, abstracting and citation services are available in print or on CD-
ROM, or are stored on a mainframe computer accessible through the Internet, a world-
wide electronic communication system.
There are specially prepared electronic databases in a number of disciplines. These can
also be helpful in preparing a bibliography.
•Note whether the knowledge relevant to your theoretical framework has been confirmed
beyond doubt.
•Note the theories put forward, the criticisms of these and their basis, the methodologies
adopted (study design, sample size and its characteristics, measurement procedures, etc.)
and the criticisms of them.
•Examine to what extent the findings can be generalised to other situations.
•Notice where there are significant differences of opinion among researchers ar.d give
your opinion about the validity of these differences.
•Ascertain the areas in which little or nothing is known-the gaps that exist in the body of
knowledge.
SCIENTIFIC METHOD
The scientific method is a systematic step by step procedure following the logical process
of reasoning. 'Scientific method is a means for gaining knowledge of the universe. It does
not belong to any particular body of language, it is universal.'
Basis of Scientific Method
The scientific method is based on certain 'Articles of Faith'. These are:
1.Relies on empirical evidence.
2.Use of relevant concepts.
3.Commitment to objectivity.
4.Ethical neutrality.
5.Generalization
6.Verifiability
7.Logical reasoning process
3. Commitment to objectivity :' Objectivity is the hall mark of the scientific method. It
means forming a judgement upon facts unbiased by personal impressions. 4. Ethical
Neutrality: Science does not pass normal judgement on facts. It does not say that they are
good or bad. Science aims at nothing but making true & adequate statements about its
objects.
5. Generalisation : Scientists are not concerned with isolated events, but with the
commonality of a series of events they aim at discovering. 'Under the surface layer of
diversity, the threat of uniformity, around a discovered uniformity, a logical class & its
observed pattern, a descriptive generalization is formulated. In formulating a
generalization, we should avoid the danger of committing the particularistic fallacy,
which arise through and inclination and unrelated data. This can be avoided by the
accumulation of a large body of data & by the employment of comparisons & control
groups. .
•Notice where there are significant differences of opinion among researchers ar.d give
your opinion about the validity of these differences.
•Ascertain the areas in which little or nothing is known-the gaps that exist in the body of
knowledge.
2 Research Process
In order to make a choice on a given course of action and choose between various
alternatives, the decision-maker has to clearly understand the problem to be solved. He
will determine the information that is available to him and what further information is
required and the best possible way to obtain it. Finally, the information obtained is
assessed. This systematic approach to decision-making is referred to as the research
process. The research process is a step-by-step process of finding answers to problem
under study.
The research process involves different phases; since research is recursive (earlier phases
influence later ones, while later ones can influence the early phases). As you advance
from one step to the next, it is commonly necessary to backup, revise, add additional
material or even change your topic completely. This will depend on what you find out
during your research. There are many reasons for adjusting your plan. For example, you
may find that your topic is too broad and needs to be narrowed, sufficient information
resources may not be available, what you learn may not support your thesis, or the size of
the project does not fit the requirements .
RESEARCHPROCESS
Step1. Formulating the Research problem
Step2. Research Design Formulation
Step3. Construction of data Collection instrument
Step 4: Selecting a sample
Step 5: Writing a research proposal
Step-6: Data collection or Field Work
Step-7: Data Processing and Analysis
Step-8:Report Presentation and Preparation
1.. Formulating the Research problem –The first step in any research is to formulates
and define the problem. It is important because poorly defined problem will not yield
useful results. When the problem is carefully and precisely defined then only research
can provide relevant information. It is more often difficult to find and frame the
problem then to solve it .For formulating the problem, the researcher should take into
account the objectives of the study, the relevant information needed how it will helpful
in decision making. Problem formulating involves studying literature, studies already in
that area, and interviews with industry and decision makers, analysis of secondary data.
Once the problem has been stated, the research can be designed and carried out.Once
the problem is formulated the next step is to study the literature related to selected
problem to better understand the problem under study.For this purpose the abstracting
of journals,conference proceedings ,govt. reports must be looked in depending on the
nature of the problem. Earlier study made in the same area which are similar to study
in hand can be of immense help and therefore should be carefully studied.
Step-4: Selecting a Sample: The accuracy of your findings largely depends upon the
way you select your sample. The basic objective of any sampling design is to minimize
within the limitation of the cost ,the gap between the values obtained from your sample
and those prevalent in the population.
Sampling theory is guided by two principles :
1.the avoidance of bias in the selection of a sample; and
2.the attainment of maximum precision for a given outlay of resources.
There are three categories of sampling design
1.random/probability sampling designs;
2.non-random/non probability sampling designs
3.Mixed sampling design
Step 6: Fieldwork or Data Collection -Data collection involves a field force or staff that
operates either in the field, as in the case of personal interviewing (in-home, mall
intercept, or computerides for -assisted personal interviewing), from an office by
telephone (telephone or computer-assisted telephone interviewing), through mail
(traditional mail and mail panel surveys with pre-recruited households), or electronically
(e-mail or Internet).Data can be collected through different ways but most widely used
instrument is questionnaire which is prepared thoroughly keeping in mind the purpose
and objective of study. Before field force leaps in to field they are given proper
instructions regarding how to collect the data and individuals that are to studied for the
purpose of study.
Step 7: Data Preparation and Analysis –Data preparation includes the editing, coding,
recording and verification of data. Each questionnaire or observation form is inspected or
edited and, if necessary, corrected. Number or letter codes are assigned to represent each
response to each question in the questionnaire. Analysis includes giving proper statistical
treatment to data.The usual analysis approach is to begin with descriptive analyses, to
explore and gain a “feel” for the data. The analyst then turns to address specific questions
from the study aims or hypotheses, from findings and questions from studies reported in
the literature, and from patterns suggested by the descriptive analyses. The main
objectives of data analysis are
1. Evaluate and enhance data quality
2. Describe the study population and its relationship to some presumed source (accounts
for all in-scope potential subjects; compare the available study population with the target
population)
3. Assess potential for bias (e.g., nonresponse, refusal, and attrition, comparison groups)
4. Estimate measures of frequency and extent (prevalence, incidence, means, medians)
5. Estimate measures of strength of association or effect
6. Assess the degree of uncertainty from random noise (“chance”)
7. Control and examine effects of other relevant factors
8. Evaluate impact or importance
Conclusion:The eight step cover the total spectrum of a research endeavour, starting
from problem formulation through to writing a research project. The steps are operational
in nature, following a logical sequence, and detailing the various methods and procedures
in a simple step by step manner.
Research Design
Longitudinal Design
Descriptive Research:
A type of conclusive research that has its major objective of “Descriptive Research” is to
describe something- usually market characteristics or functions. Descriptive research is
probably the most well used and covers issues such as customer profiles, or consumer
perceptions of the product/organisation amongst other things. As exploratory research finds
"something of interest and points the camera, descriptive research takes the photograph An
interesting introduction to this topic is noting that the six W’s are used by journalists when
trying to gather facts for a story. In like manner, because descriptive research is marked by the
prior formulation of specific hypotheses, the design requires a clear specification of the six W’s
of the research:
1.Who: who should be considered?
2.Where: where should the respondents be contacted to obtain the required information?
3.When: when should the information be obtained from the respondents?
4.What: what information should be obtained from the respondents?
5.Why: why are we obtaining information from the respondents?
6.Way: the way in which we are going to obtain information from the respondents
Examples of descriptive studies are:
1. Market studies that describe the size of the market, buying power of the consumers,
availability of distributors, and consumer profiles.
2. Market share studies that determine the proportion of total sales received by a company
and its competitors.
3. Sales analysis studies that describe sales by geographic region, product line, type, and
size of the account.
4. Image studies that determine consumer perceptions of the firm and its products.
5. Product usage studies that describe consumption patterns.
6. Distribution studies that determine traffic flow patterns, and the number and location of
distributors.
7. Pricing studies that describe the range and frequency of price changes and probable
consumer response to proposed price changes.
8. Advertising studies that describe media consumption habits and audience profiles for
specific television programs and magazines To describe the characteristics of the relevant
group, such as consumers, salespeople, organization or market areas.
Cross-Sectional Design:
This study is the most frequently used descriptive design in
marketing research. “Cross-Sectional Design involving the collection of information from any
given sample of population element only once.”
Longitudinal Design:
A type of research design involving a fixed sample of population elements
that is measured repeatedly. The sample remains the same overtime, thus providing a series of
pictures that give an in-depth view of the situation and the changes that take place overtime.
Sometimes, the term panel is used interchangeable with the term
longitudinal design. A panal consists of a sample of respondents who have agreed to provide
information at specified intervals over an extended period.
Causal Research:
Causal designs seek to discover the relationship between the cause and the
effect in relation to events in the market place. For example, has a massive increase in the
sales of high quality branded product been caused by increasing the promotion budget and
having an extensive advertising campaign? Or is there another variable within the marketing
mix which may have influenced consumers to behave differently? Will there be a mass swing
to the use of the Channel Tunnel by domestic consumers because of price, speed and
availability, or because of recent disasters with Roll On-Roll Off ferries making consumers
fearful of travelling by sea? It is easy to "guess" the cause-and-effect, outcome but it is
unreliable to do this for specific market situations, nor to use this to predict future patterns of
purchase behaviour This type of conclusive research where the major objective is to obtain
evidence regarding cause-and-effect relationships.
Causal Research is appropriate for the following purposes:
• To understand which variables are the cause (independent variables) and which variables
are the effect (dependent variables) of a phenomenon.
• To determine the nature of the relationship between the causal variables and the effect to
be predicted..
Character-
istics: Flexible. Marked by the Manipulation of
Versatile. prior formula- one or more
Often the tion of specific independent
front end hypotheses. variables.
of total research Preplanned and Control of other
design structured Mediating variable
.
Methods: Expert surveys. Survey and observations Experiments.
Pilot surveys. .
Secondary data surveys.
COLLECTION OF DATA
After preparing the plan of Research design, the most important task is the collection of
the data. It should be remembered that the data collection is the foundation of research; n
which the entire structure of research is constructed. Therefore, data should be collected
with maximum efficiency, ability and accuracy. Because if there is any deficiency in this
process, the conclusion drawn will be fallacious and unreliable. Collection of data means
collection of numerical information’s related to subject matter coming under the purview
of the investigation..
Primary and Secondary Data
From view of data collection, they may be of two types:-
a) Primary Data and
b) Secondary Data
a)Primary Data – Primary Data means those data which are originally collected by
an researcher for the first time for any statistical investigation. According to Secrist,
“By primary data are meant those which are original, that is, those in which little or
no grouping has been made, the instance being recorded or itemized or encountered.
They are essentially raw material . “ For example an investigator wishes to study the
economic condition of adivasis in M.P and he collects data directly or indirectly from
those adivasis such collection will be called Primary Data.
b)Secondary data – Secondary data are those which are already collected by those
persons or agencies and the investigator just uses them. According to M.M.Blair
“Secondary data are those already in existence and which have been collected for
some other purpose than the answering of the question at hand.” For instance, using
the data published by government for the development of sugar industry
________________________________________________________________
Collection purpose For the problem at hand For other problems
In discussion below we will limit ourselves to secondary data only. We will discuss its
classification, advantages, disadvantages and criteria we consider while evaluating
secondary data.
Classification of Secondary Data:-
Secondary data may be classified as internal or external data.
Secondary Data
External
Internal
Internal data are those generated within the organisation. This information may be
available in a ready to use or may require further processing before they are useful to
researcher. Internal sources can supply some of the most vital data for research. The
information generated by the corporation’s daily business operations can represent a
wealth of data useful to the researcher and should be the starting point of a project. It
offers the advantages of being proprietary to the company and is available at a low cost
relative to outside suppliers.e.g sales data. Sales data are valuable information for any
marketing project because they show the exact results of a program, salesperson, or sales
region. Actual costs allow the researcher to estimate costs for a research study or project
External data are those generated by sources outside the organization. External data may
be available from published materials, computerized databases, or from syndicated
services. The various sources of published secondary data include business guides,
directories, indexes, nongovernmental statistical data, government sources, computerized
databases, and syndicated publications. The different forms of computerized databases
are Internet, on-line or off-line databases .The advantages of computerized databases are
that the data are current and up-to-date; the search process is more comprehensive, much
quicker, and greatly simplified; the cost of accessing these databases is low; and it is
convenient and easy to access this data with a personal computer fitted with an
appropriate communication device such as a modem or a communication network
In addition to published data or data available in the form of computerized databases
Syndicated sources constitute the other major source of external data Syndicated sources
or also refereed as syndicated firms -companies which collect and pool information and
sell it to a number of clients are termed syndicated sources of data. They provide
information on both the consumer and industrial market via a variety of data gathering
techniques. Based on the unit of measurement, syndicated services can be classified as
household/consumer oriented or institutionally-oriented.
The usefulness of secondary data can be greatly enhanced when internally generated data
are merged with data obtained from external sources. By using both internal and external
secondary sources, marketing researchers can overlay demographic, economic, or
business statistics on proprietary customer files. These data can then be used to develop
market assessments or profiles of various customer groups, or simply to educate the sales
force. The combination of internal and external data results in inexpensive and valuable
information that can be used for a variety of purposes, including database marketing.
After discussing about secondary data now its time to know about primary data, Primary data
are originated by the researcher for the specific purpose of addressing the research problem.
Primary data can be collected through various sources and can be classified into
two broad heads qualitative research and quantitative research and which are further classified
into various subhead. These procedures depend upon objectives of study, and research design
adopted for the study. The classification is as follows
Primary Data
Qualitative Quantitative
Survey Experimentation
Direct Observation
Indirect
Audit
Expressive Mails
Trace Analysis
Qualitative Research Procedures:
These procedures are classified as either direct or indirect, based on whether the true purpose
of the project is known to the respondents.
Direct Approach:
A direct approach is not disguised. The purpose of the project is to disclosed to the
respondents or is otherwise obvious to them from the questions asked. Focus group or Depth
interviews are the major direct techniques.
Group Size : 8 to 12
Group composition : Homogeneous
Physical Setting : Relaxed & Informal
Time duration : 1 to 3 hours
Recording : Use of audio or video
Moderator : Observational, interpersonal
& communication skills.
Characteristics of Moderator:
Kindness with firmness: The moderator must combine a disciplined detachment with
understanding empathy so as to generate the necessary interaction .
Permissiveness: The moderator must be permissive yet alert to signs that the group’s cordiality
or purpose is disintegrating.
Involvement: The moderator must encourage and stimulate intense personal involvement.
Flexibility: The moderator must be able to improvise and alter the planned outline amid the
distractions of the group process.
Sensitivity: The moderator must be sensitive enough to guide the group discussion at an
intellectual as well as emotional level.
Advantages of Focus Group:
Synergism
Snowballing
Stimulation
Security
Spontaneity
Serendipity
Specialization
Scientific scrutiny
Structure
Speed
Depth Interviews:
Depth Interviews are another method of obtaining Qualitative data. It is an unstructured, direct,
personal interview in which a single respondent is probed by a highly skilled interviewer to
uncover underlying motivations, beliefs, attitudes and feelings on a topic.
I accomplish more
Advertising theme: You will feel good about yourself when flying
our airline. “You're The Boss.”
Hidden Issue Questioning: In hidden issue questioning, the focus is not on socially shared
values but rather on personal “sore spots;” not on general lifestyles but on deeply felt personal
concerns.
Symbolic Analysis: Symbolic analysis attempts to analyze the symbolic meaning of objects
by comparing them with their opposites. The logical opposites of a product that are
investigated are: non-usage of the product attributes of an imaginary “non-product,” and
opposite types of products.
Projective Techniques:
“An unstructured, indirect form of questioning that encourages
respondents to project their underlying motivations, beliefs, attitudes or feelings regarding the
issues of concern. “
In projective techniques, respondents are asked to interpret the
behavior of others. In interpreting the behavior of others, respondents indirectly project their
own motivations, beliefs, attitudes, or feelings into the situation.
Association Techniques:
In association techniques,an individual is presented with a stimulus and
asked to respond with the first thing that comes to mind.
• Word Association:
In word association, respondents are presented with a list of words, one at a time
and asked to respond to each with the first word that comes to mind. The words of interest,
called test words, are interspersed throughout the list, which also contains some neutral, or
filler words to disguise the purpose of the study. Responses are analyzed by calculating:
The frequency with which any word is given as a response;
The amount of time that elapses before a response is given;
The number of respondents who do not respond at all to a test word within a reasonable
period of time.
Completion Techniques:
In Completion techniques, the respondent is asked to complete an in complete stimulus
situation.
Sentence Completion:
In Sentence completion, respondents are given incomplete sentences and asked to complete
them. Generally, they are asked to use the first word or phrase that comes to mind.
Story Completion:
In story completion, respondents are given part of a story – enough to direct attention to a
particular topic but not to hint at the ending. They are required to give the conclusion in their
own words.
Construction Techniques:
These are requiring the respondent to construct a response in the form of a story, dialogue or
description.
Picture Response:
With a picture response, the respondents are asked to describe a series of pictures of ordinary
as well as unusual events. The respondent's interpretation of the pictures gives indications of
that individual's personality.
Cartoon Tests:
In cartoon tests, cartoon characters are shown in a specific situation related to the problem.
The respondents are asked to indicate what one cartoon character might say in response to the
comments of another character. Cartoon tests are simpler to administer and analyze than
picture response techniques.
Expressive Techniques:
In expressive techniques, respondents are presented with a verbal or visual situation and asked
to relate the feelings and attitudes of other people to the situation.
Role Playing :
Respondents are asked to play the role or assume the behavior of someone else.
Third-person Technique:
The respondent is presented with a verbal or visual situation and the respondent is asked to
relate the beliefs and attitudes of a third person rather than directly expressing personal beliefs
and attitudes. This third person may be a friend, neighbor, colleague, or a “typical” person
Survey Method:
The survey involves a structured questionnaire given to the respondents and designed to
elicit specific information related to the problem at hand. Survey may be conducted in
various ways which are discussed below. The survey method of obtaining information is
based on questioning respondents. Perhaps the biggest issue researchers face is how to
motivate respondents to candidly answer their questions. Questions regarding behavior,
intentions, attitudes, awareness, motivations, and demographic and lifestyle characteristics
all lend themselves to Survey
.
1.Traditional Telephone interview: involves phoning a sample of respondents and asking
them a series of questions. Traditional Telephone Interviews. The interviewer uses a paper
questionnaire and records the responses with a pencil. Telephone interviews are generally
conducted from centrally located research facilities. Field service supervisors can closely
monitor the telephone conversations. Data quality is also enhanced with on-the-spot review of
completed questionnaires.
4.Mall-intercept personal interview: respondents are intercepted while they are shopping in
a mall and brought to a central location test facility located in the mall, and then a
questionnaire is administered to them by the interviewer as in the in-home personal survey.
The process involves stopping the shoppers, screening them for appropriateness, and either
administering the survey on the spot or inviting them to a research facility located in the mall
to complete the interview.While not representative of the population in general, shopping mall
customers do constitute a major share of the market for many products.
6.Mail interview: questionnaires are mailed to pre-selected potential respondents where the
respondents complete and return the questionnaires by mail. A typical mail interview package
consists of the outgoing envelope, cover letter, questionnaire, postage-paid return envelope,
and possibly an incentive. Those individuals motivated to do so complete and return the
questionnaire through the mail. There is no verbal interaction between the researcher and the
respondent. Individuals are selected for cold surveys through mailing lists the client maintains
internally or has purchased commercially. The type of envelope, the cover letter, the length of
the questionnaire, and the incentive (if one is offered) all affect response rates.
7.Mail panel: Mail panels consist of a large and nationally representative sample of
individuals who have agreed to participate in periodic survey research. Incentives in the form
of cash or gifts are often offered to the individuals who agree to participate. Once the
individuals have been admitted to the panel, detailed demographic and lifestyle data are
collected on each household. The researcher uses this information to select targeted mailing
lists within the panel based on client needs.
8.E-mail interview: the survey is written within the body of the e-mail message. The emails
are sent out over the Internet. E-mail surveys use pure text (ASCII) to represent
questionnaires, and can be received and responded to by anyone with an e-mail address,
whether or not they have access to the Web. If the addresses are known, the survey can simply
be mailed electronically to respondents included in the sample.
Respondents key in their answers and send an e-mail reply. Typically, a computer program is
used to prepare the questionnaire and email address list, and to prepare the data for analysis.
Respondent anonymity is difficult to maintain because a reply to an email message includes the
sender’s address. Email surveys are especially suited to projects where the email lists are
readily available, such as surveys of employees, institutional buyers, and consumers who
frequently contact the organization via email (e.g., frequent fliers of an airline).
9.Internet interview: Internet or Web surveys use hypertext markup language (HTML),
the language of the Web, and are posted on a Web site. Respondents may be recruited over the
Internet from potential respondent databases maintained by the marketing research firm or they
can be recruited by conventional methods (mail, telephone).The questions are displayed on the
screen and the respondents provide answers by clicking an icon, keying in an answer, or
highlighting a phrase. Web survey systems are available for constructing and posting Internet
surveys. The researcher can obtain at any time survey completion statistics, descriptive
statistics of the responses, and graphical display of the data. As compared to email surveys,
Internet surveys offer more flexibility, greater interactivity, personalization, automatic skip
patterns and visual appeal. •Several Web sites, such as Web Surveyor
(www.websurveyor.com), allow users to design surveys online without downloading the
software.
Use of Physical Stimuli. Often it is helpful or necessary to use physical stimuli such as the
product, a product prototype, commercials, or promotional displays during the interview. In
these cases, personal interviews conducted at central locations (mall-intercept and CAPI) are
preferable to in-home interviews. Mail surveys and mail panels are moderate on this
dimension, because sometimes it is possible to mail the facilitating aids or even product
samples. Internet surveys are also moderately suitable. Because they are web-based, the
questionnaires can include multimedia elements such as prototype web pages and
advertisements. The use of physical stimuli is limited in traditional telephone interviews and
CATI, and also in e-mail surveys.
Sample Control. Sample control is the ability of the survey mode to reach the units specified
in the sample effectively and efficiently. In-home personal interviews offer the best sample
control. Mall-intercept interviews allow only a moderate degree of sample control. Compared
to mall-intercept, CAPI offers slightly better control, as sampling quotas can be set and
respondents randomized automatically. Moderate to high sampling control can be achieved
with traditional telephone interviews and CATI. The degree of sample control in mail surveys
is low. Mail panels, on the other hand, provide moderate to high control over the sample. They
provide samples matched to U.S population. Not all populations are candidates for Internet
survey research. Thus, sample control is low to moderate for Internet surveys. E-mail surveys
suffer from many of the limitations of mail surveys and thus offer low sample control.
Control of Field Force. The field force consists of interviewers and supervisors involved in
data collection. Because they require no such personnel, mail surveys, mail panels, e-mail, and
Internet surveys eliminate field force problems. Traditional telephone interviews, CATI, mall-
intercept, and CAPI, all offer moderate degrees of control because the interviews are conducted
at a central location, making supervision relatively simple. In-home personal interviews are
problematic in this respect.
Quantity of Data. In-home personal interviews allow the researcher to collect large amounts
of data. In contrast to in-home interviews, mall-intercept and CAPI provide only moderate
amounts of data. Mail surveys also yield moderate amounts of data. The same is true for e-
mail and Internet surveys, although the Internet is a better medium in this respect. Mail panels,
on the other hand, can generate large amounts of data because of the special relationship
between the panel members and the sponsoring organization. Traditional telephone interviews
and CATI result in the most limited quantities of data.
Response Rate. Personal, in-home, mall-intercept, and computer assisted interviews yield the
highest response rate (typically more than 80%). Telephone interviews, traditional and CATI,
yield response rates between 60 and 80 per cent. Mail surveys have poor response rates.
However, response rates in mail panels are typically in the 70 - 80 percent range because of
assured respondent cooperation. Internet surveys have the poorest response rates, even lower
than e-mail surveys. This is due to the fact that some respondents may have access to E-mail
but not to the Web, and accessing the Web requires more effort and skill.
Perceived anonymity. Perceived anonymity refers to the respondents' perceptions that their
identities will not be discerned by the interviewer or the researcher. Perceived anonymity of
the respondent is high in mail surveys, mail panels, and Internet surveys because there is no
contact with an interviewer while responding. It is low in personal interviews (in-home, mall-
intercept, and computer-assisted) due to face-to-face contact with the interviewer. Traditional
telephone interviews and CATI fall in the middle. It is also moderate with e-mail. While there
is no contact with the interviewer, respondents know that their names can be located on the
return e-mail.
Social Desirability/Sensitive Information. As mail surveys, mail panels, and Internet surveys
do not involve any social interaction between the interviewer and the respondent, they are the
least susceptible to social desirability. Traditional telephone interviews and CATI are
moderately good at avoiding socially desirable responses. They are good for obtaining
sensitive information, as the respondents have the perception that they are not committing to
anything in writing over the telephone. E-mail is only moderately good for controlling social
desirability and obtaining sensitive information, given the respondents’ awareness that their
names can be located on the return e-mail. Personal interviews, whether in-home, mall-
intercept, or computer-assisted, are limited in this respect, although the problem is somewhat
mitigated in the case of computer-assisted interviews.
Potential for Interviewer Bias. The extent of the interviewer's role determines the potential
for bias. In-home and mall-intercept personal interviews are highly susceptible to interviewer
bias. Traditional telephone interviews and CATI are less susceptible, although the potential is
still there. Computer-assisted interviews have a low potential for bias. Mail surveys, mail
panels, e-mail, and Internet surveys are free of it.
Speed. The Internet is by far the fastest method followed by e-mail. Traditional telephone
interviews and CATI are also fast ways of obtaining information. Next in speed are mall-
intercept and computer-assisted interviews, which reach potential respondents in central
locations. In-home personal interviews are slower, because there is dead time between
interviews while the interviewer travels to the next respondent. Mail surveys are typically the
slowest. Mail panels are faster than mail surveys, as little follow-up is required.
Cost-. In general, Internet, e-mail, mail surveys, mail panel, traditional telephone, CATI,
CAPI, mall-intercept, and personal in-home interviews require progressively larger field staff
and greater supervision and control. Hence, the cost increases in this order.
Observation
Observation is one of the cheaper and more effective technique of data collection. In words of
Young, it is a systematic viewing coupled with consideration of the seen phenomena. As such
observation is carried out with the help of the eye and the purpose and the aim of observation
is to discover significant mutual relations between spontaneously occurring events and thereby
pinpointing the crucial facts of a situation. In other words observation is defined as the process
of recognizing and noting people, objects and occurrences rather than asking for
information.e.g instead of asking consumers what brands they buy or what television
programme they view, a better alternative may be to simply observe what products are bought
and what programme are viewed .The different observation methods are used depending on
research problem.The observation method are of following type
1.Structured observation is appropriate when the marketing research problem has been clearly
defined and the information needed has been specified. It requires that the researcher specify
in detail what is to be observed and how the measurements are to be recorded. Unstructured
observation is appropriate when the problem has yet to be formulated precisely, and flexibility
is needed in observation to identify key components of the problem and to develop hypotheses.
2.In disguised observation, the respondents are not aware that they are being observed,
whereas in undisguised observation the respondents are aware that they are under observation.
Disguised observation is used when it is felt that the respondents would act differently under
direct observation, for example, the purchase of sensitive or personal products.
Audit
In an audit, the researcher collects data by examining physical records or performing inventory
analyasis. Audits the two distinguishing features. First data are collected personally by
researcher. Second, the data are based upon counts, usually of physical objects. Retail and
wholesale audits conducted by market researcher are examples of audit.
Content Analysis- Content analysis (sometimes called textual analysis) is a standard
methodology in the social sciences for studying the content of communication. Earl Babbie
defines it as "the study of recorded human communications, such as books, websites, paintings
and laws."Harold Lasswell formulated the core questions of content analysis: "Who says what,
to whom, why, to what extent and with what effect?.
Trace Analysis
An observation method can be inexpensive if used creatively is trace analysis. In trace analysis,
data collection is based on physical traces, or evidence, of past behavior. These traces may be
left intentionally or unintentionally by the respondents.
Graphic Era University, Dehradun
CORRELATION
In our day-to-day life, a mutual relationship exists between two variables i.e. with fall or
rise in the value of one variable, the fall or rise may take place in the value of other
variable. For example, price of a commodity rises as the demand for the commodity goes
up. Upto a certain time-period, weight of a person increases with the increase in age.
Similarly, the temperature rises with the rise in the sun light. These facts indicate that there
is certainly some mutual relationship that exists between the demand for a commodity and
its price, the age of a person and his weight, and the sunlight and temperature. The
correlation refers to the statistical technique used in measuring the closeness of the
relationship between the variables.
• 2. DEFINITION OF CORRELATION
Correlation analysis deals with the association between two or more variables - Simpson
and Kafka.
Correlation analysis attempts to determine the degree of relationship between variables Ya-
Lun Chou.
(1) Most of variables show same kind of relationship. For example, there is relationship
between price and supply, income and expenditure, etc. With the help of correlation
analysis, we can measure the degree of relationship in one figure between different
variables like supply and price, income and expenditure etc. .
(2) Once we come to know that the two variables are mutually related, then we can
estimate the value of one given other by help of regression, which is based on correlation.
In other words, the concept of regression is based on correlation. '
(3) Correlation is also useful for economists. An economist specifies the relationship
between different variables like demand and supply, money supply and price level by way
of correlation.
(4) In business, a trader makes the estimation of costs, sales, prices etc. with the help of
correlation and makes appropriate plans.
Thus, in every field of practical life, correlation analysis is extremely useful in making a
comparative study of two or more related phenomena and analyzing their mutual
relationship.
(i) Positive Correlation: If two variables X and Y move in the same direction i.e. if one
rises, other rises too and vice versa, then it is a called as positive correlation. Examples of
positive correlation are the relationship between price and supply, between money supply
and prices etc.
(ii) Negative Correlation: If two variables X and Y move in opposite direction i.e. if one
rises, other falls, and if one falls, other rises, then it is called as negative correlation.
Examples of negative correlation are the relationship between demand and price,
investment and rate of interest etc.
(i) Linear Correlation: If the ratio of change of two variables X and Y remains constant
throughout, then they are said to be linearly correlated, like as when every time supply of a
commodity rises by 20% as often as its price rises -by 10%, then such two variables have
linear relationship. If values of these two variables are plotted on a graph, then all the
points will lie on a straight line.
(ii) Curvi-Linear Correlation: If the ratio of change between the two variables is not
constant but changing, correlation is said to be curvi-linear, like as when every time price
of a commodity rises by 1 0%, then sometimes its supply rises by 20%, sometimes by I 0%
and sometimes by 40%, then non-linear or curvi-linear correlation exists between them. In
case of curvi-linear correlation, values of the variables plotted on a graph will give a curve.
(3) Simple Partial and Multiple Correlation: On the basis of number of variables
studied, correlation may be classified into three types:
(i) Simple Correlation: When we study the relationship between two variables only, then
it is called simple correlation. Relationship between price and demand, height and weight,
income and consumption etc. are all examples of simple correlation.
(ii) Partial Correlation: When three or more variables are taken but relationship between
any two of the variables is studied, assuming other variables as constant, then it is called
partial correlation. Suppose, under constant temperature, we study the relationship between
amount of rainfall and wheat yield, then this will be called as partial correlation.
(iii) Multiple Correlation: When we study the relationship among three or more variables,
then it is called multiple correlation. For example, if we study the relationship between
rainfall, temperature and yield of wheat, then it is called as multiple correlation .
(1) Mutual Dependence: The study of economic theory shows that it is not necessary that
only one variable may affect other variable. It is possible that the two variables may affect
each othcr mutually. In such situation, it is difficult to know which one is the cause and
which one is the effect. For example, price of a commodity is affected by the forces of
demand and supply. According to the law of demand, with the rise in price (other things
remaining constant), demand for the commodity will fall. Here rise in price is the cause and
fall in demand is the effect. On the other hand, with fall in demand, price of the commodity
falls. Here fall in demand is the cause and fall in price is the effect. Thus there may be high
degree of correlation between two variables due to mutual dependence, but it is difficult to
know which one is the cause and, which one is the effect.
. I .
(2) Due to Pure Chance: In a small sample it is possible that too variables are highly
correlated but in universe, these variables are unlikely to be correlated, such correlation
may be due to either the fluctuations of pure random sampling or due to the bias of
investigator in selecting the sample. The following example makes the point clear:
Degree of correlation
Degree of correlation can be known by coefficient of correlation (r). The following can be
various type of the degree of correlation
(1) Perfect Correlation: When two variables vary at constant ratio in the same direction, it
is perfect positive correlation and when the direction of change is opposite, it is perfect
negative correlation. In case of perfect positive correlation, correlation coefficient (r) is
equal to + 1, and in case of perfect negative correlation, correlation coefficient (r) is equal
to -1.
(2) High Degree of Correlation: When correlation exists in very large magnitude, then it
is called high degree of correlation. In such a case; correlation coefficient ranges between
0.75 and ±1.
(3) Moderate Degree of Correlation: Correlation coefficient, on being within the limits
0.25 and 0.75 is termed as moderate degree of correlation.
(5) Absence of Correlation: When there is no relationship between the variables, then
correlation is found to be absent. In case of absence of correlation, the value of correlation
coefficient is zero.
The degree of correlation on the basis of value of correlation coefficient can be summarised
with the following table: .
2. Algebraic Methods.
. Karl Pearson's Coefficient of Correlation
Spearman's Rank Correlation Method
Concurrent Deviation Method
(4) Covariance: Karl Pearson's method is based on co-variance. The magnitude of co-
variance can be used to express correlation between two variables. As magnitude of co-
variance becomes greater, higher will be the degree of correlation, otherwise lower. With
(4) If X and Yare independent variables, then coefficient of correlation is zero but the
converse is not necessarily true.
(5) Pure Number: 'r' is a pure number and is independent of the units of measurements.
This show that even if the two variables are expressed in two different units of
measurements viz.; rainfall in inches, and yields of crops in quintals, the value of
correlation coefficient comes out with pure number. Thus it does not require that the units
of both the variables should be the same.
(6) Symmetric: The coefficient of correlation between the two variables x and y is
symmetric i.e., rxy = ryx It means that either we compute the value of correlation
coefficient between x and y or between y and x, the coefficient of correlation remains the
same.
(ii) If I r I < 6 P.E., then coefficient of correlation (r) is taken to be insignificant. This
means that, there is no evidence of the existence of correlation in both the series.
Probable error also determines the upper and lower limits within which the corelation of a
randomly selected sample or universe will fall. Symbolically, Upper Limit = r + P.E.,
Lower Limit = r - P.E
REGRESSION ANALYSIS
INTRODUCTION
The study of regression has special importance in statistical analysis, We know that the,
mutual . relationship between two series is measured with the help. of correlation. Under
.correlatlon, .the direction and magnitude of the relationship between two variables is
measured. But. It is not possible to predict the best estimate of the value of a dependent
variable on the basis of the given value of the independent variable by correlation analysis.
Therefore, to make the best estimates and future estimation, the study of regression analysis is
very important and useful.
Regression is the measure of the average relationship between two or more variables-M.M.
Blair.
Regression analysis measures the nature and extent of the relation between two or more
variables, thus enables us to make redictions-Hirsch.
In brief regression is a statistical method of studying the nature of relationship between two
two or more variable and to make prediction.
(1) Nature of Relationship: Regression analysis explains the nature of relationship between two
variables.
(2) Estimation of Relationship: The mutual relationship between two or more variables can be
measured easily by regression analysis.
(3) Prediction: By regression analysis, the value of a dependent variable can be predicated on the
basis of the value of an independent variable. For example, if price of a commodity rises, what
will be the probable fall in demand, this can be predicted by regression.
(4) Useful in Economic and Business Research: Regression analysis is very useful in business
and economic research. With the help of regression, business and economic policies can be
formulated.
(2)Cause and Effect Relationship: Correlation does not always assume cause and effect
relationship between two variables. Though two variables may be highly correlated, yet it does
not necessary follow that one variable is the cause and another variable is the effect. But
regression clearly expresses the cause and effect relationship between two variables. One variable
is considered independent in regression, for which the value is given and other variable is
dependent, which is estimated. The independent variable is the cause and the dependent variable
is effect.
(3) Prediction: Correlation does not help in making prediction whereas regression enable us to
make prediction. With the help of regression line of Y on X, the probable values of Y can be
predicted on the basis of the values of X.
(4) Symmetric: In correlation analysis, correlation coefficient (r xy) is the measure of direction
and degree of linear relationship between the two variable X and Y. r xy and ryx are symmetrical
i.e. r xy = r yx' This implies that it is immaterial which of X and Y is dependent variable and which
is independent. In regression analysis, the regression coefficients bxy and byx are not symmetric
i.e. bxy byx Thus, correlation coefficients rxy and ryx are symmetric whereas regression
coefficients byx and bxy are not symmetric.
(6)Origin and Scale: Correlation coefficient is independent of the change of origin and scale
whereas regression coefficient is independent of change of origin but not of scale. This implies
that if some common factor is taken out from X and Y variable, then no adjustment in correlation
formula has to be made, whereas in case of regression, we have to make an adjustment for it in
our formula.
Types of Regression
The main types of regression analysis are as follows:
(1) Simple and Multiple Regression: In simple regression analysis, we study only two variables
at a time, in which one variable is dependent and another is independent. The functional
relationship between income and expenditure is an example of simple regression. On the contrary,
we study more then two variables at a time in multiple regression analysis (i.e. at least three
variables) in which one is dependent variable and others are independent variable. The study of
effect of rain and irrigation on yield of wheat is an example of multiple regression.
(2) Linear and Non-Linear Regression: When one variable changes with other variable in some
fixed ratio, this is called as linear regression. Such type of relationship is depicted on a graph by
means of a straight line or a first degree equation. On the contrary, when one variable varies with
other variable in a changing ratio, then it is referred to as curvi-linear/non-linear regression. This
relationship, expressed on a graph paper takes the form of a curve. This is presented by way of
2nd or 3rd degree equation.
(3) Partial and Total Regression: When two or more variables are studied for functional
relationship but at a time, relationship between only two variables is studied and other variables
are held constant, then it is known as partial regression. On the other hand, in total regression all
variables are studied simultaneously for the relationship among them .
(1) Regression Line of X on Y: The regression line of X on Y gives the best estimate for the
'value of X for any given value of Y.
(2) Regression Line of Y on X: The regression line of Y on X gives the best estimate for the
value of Y for any given value of X.
If regression lines rise from left to right upward, then correlation is positive. On the other if these
line move from right to left, then correlation is negative.
The regression lines cut each other at the point of intersection of .X and Y . This is clear from :
following diagram:
Scatter Diagram Method: This is the simplest method of constructing regression lines. In this
method, values of the related variables are plotted on a graph. A straight line is drawn passing _
the plotted points. The straight line is drawn with freehand. This shape of regression line - linear
or non-linear also. This depends upon the location of plotted points. This method is ly used in
practice because in this method, the decision of the person who draws the 'on lines very mueh
affects the result.
Least Square Method: Regression lines are also constructed by least square method.' . s method,
a regression line is fitted through different points in such a way that the sum of of the deviations
of the observed values from the fitted line shall be least. The line drawn by this method is called
as the Line of Best Fit. In other words, under this method, the two regression _ drawn in such a
way that sum of the squared deviations becomes minimum. The regression line of Y on X is so
drawn such that vertically, the sum of squared deviations becomes minimum,relating to the
different points and the regression line on X on Y is so drawn such that ly, squared deviations of
different points add up to the minimum.
Regression Equations
Regression equations are the algebraic formulation of regression lines. Just as there are two
regression lines, similarly there are two regression equations-. which are as follows:
Regression Equation of Y on X: This equation is used to estimate the probable values of Y for
the given values of X. This equation is expressed in the following way:
2) Regression Equation of X on Y: This equation is used to estimate the probable values o· on the
basis of the given values ofY. This equation is expressed in the following way:
X =a +bY
Here, a and bare constants.
Regression equation of X on Y can also be written in another way:
(X-X) = r σx / σy (Y-Y)
or X - X = bxy (Y - Y )
Here, bxy = Regression coefficient of X on Y.
Regression Coefficients
Just as there are two regression equations, similarly there are two regression coefficient
Regression coefficient measures the average change in the value of one variable for a unit change
the value of another variable. Regression coefficient, infact, represents the slope of a regression I'
For two variables X and Y, there are two regression 'coefficients, which are given as follows:
(1) Regression Coefficient of Y on X: This coefficient shows that with a unit change in value of
X variable, what will be the average change in the value of Y variable. This is represent by byx.
Its formula is as follows:
byx = r.σy /σx
(2) Regression Coefficient of X on Y: This coefficient shows that with a unit change in value of
Y variable, what will be the average change in the value of X variable. It is represented by bxy. Its
r= bxy x byx
2)Regression coefficients must have the same algebraic signs. The means either coefficients
will be either positive or negative. In other words when one regression. Coefficient is negative ,
3) Coefficient of correlation will have the same sign as that of regression coefficients. Regression
coefficient are negative correlation coefficient would be negative. And if positive signs, then r
will also take plus sign.
4)Regression coefficients cannot be greater than unity: If one regression .or is greater than unity,
then the regression coefficient of x on y must be less than one. If both the regression coefficients
happen to be more than 1 then correlation coefficient will exceed 1
5)Origin does not affect regression coefficients but shift in scale does affect. Regression
coefficients are independent of the change of origin but not of' some common factor is taken out
from the items of the series, then in that case, adjustment in the regression coefficient has to be
made
In individual series, regression equations can be worked out by two methods, which are a follows:
(1) Regression Equations using Normal Equations
(2) Regression Equations using Regression Coefficients.
ΣY =Na +bΣX
ΣXY =aΣX +bΣX2
Note: a is the intercept, which indicates the minimum value of Y for X = 0 and b is the slope of
the line or called regression coefficient ofY and X, which indicates the absolute increase in Y for
a unit increase in X.
Regression Equation of X on Y
Regression Equation of X on Y is expressed. as follows:
X =a +bY
where X = Dependent variable, Y = Independent variable, a = X-intercept, b = Slope of the line.
Under least square method, the values of a and b are ed by using the following two normal
equations:
ΣX = Na + bΣY
ΣXY =aΣY +bΣY2
Using these equations, we get the value of a and b, the calculated value of a and b are put in the
X = a + bY. The regression equation of X on Y will be used to estimate the value of X when the
value of Y is given
Note: a is the X-intercept, which indicates the minimum value of X for Y = 0 and b is the
Slope of the line or called regression coefficient of X on Y, which indicates the absolute increase
in X with unit increase in Y.
(b) Unexplained variation: The variation in Y which is unexplained by the variation in variable
X and is due to some other factors (a variables) is called unexplained variation in Y.
Symbolically,
It is clear that the object of coefficient of determination is to determine the percentage variation
which is explained by variation in X. For example, let us suppose that the correlation coefficient
between X and Y is +0.8, then coefficient of determination (r2) =(.8)2 =.64. It means that 64%
variation in Yare due to variation in X and 36% variation are due to other factors. Thus, explained
variations are 64% and unexplained variation are 36%.
Second formula:
Syx = Σy2-aΣY-bΣXY
`N
Where a and b are to be obtained from normal equations and a=intercept, b=slope of line. Third
formula:
Disadvantages
• Values of both variables are assumed to be normally distributed and describing a
linear relationship rather than non-linear relationship.
• A large computational time is required when number of pairs of values of two
variables exceed 30.
• This method cannot be applied to measure the association between two variable
grouped data.
1 − 6∑ D 2/n3-n
Case 2: When Ranks are not Given
When pairs of observations in the data set are not ranked as in Case 1, the ranks are
assigned by taking either the highest value or the lowest value as 1 for both the variable’s
values