Research Process in Flow Chart

I Define Research Problem (objective of study) 2. Review the Literature (a) Review concepts & Theories (b) Review previous research findings 3. Formulate Hypothesis (what you want to do- mention here). What you will do, mention clearly. 4. Design Research (including sample design) Place, Area, population, size of sample for study etc.

5. 6. 7. 8.

Collect Data (execution of research) Analyze Data (Test hypotheses, if any) Interpret the Data and give findings. Prepare Report.

PROCEDURAL GUIDELINE REGARDING RESEARCH PROCESS IS AS FOLLOWS: 1. 2. 3. 4. Formulating the Research Problem Extensive Literature Survey Developing the Hypothesis Preparing the Research Design

5. Determining sample Design 6. Collecting the data 7. Execution of the project work (Pilot test) 8. Analysis of data 9. Hypothesis Testing 10.Generalizatin and Interpretation 11.Preparation of the report or

presentation of the results i.e. formal writeup of conclusions reached by research. BRIEF DETAILS ABOUT THESE 11 POINTS: 1. Identify the problem, you want to study. - Aspect of a subject matter that you would like to study (or inquire into).

 - See that it is feasible to study the problem or subject matter you have selected for study. - Two steps are involved here in formulating the research problem: (a) Understand the problem thoroughly, (b) Rephrasing (or re-defining) the same into meaningful terms.

 Thus, discuss the issue with friends and your Faculty Guide, and the Administrative Heads of Institution/Company/Corporate House etc. where you will conduct Research Work. You are required to read two types of Literature : (a) Conceptual Literature (theory based) and (b) Empirical Literature (Studies made earlier on the subject).

 So, check-up Statement of Objective (Title of your Research) because it will determine the data which are to be collected. 2. EXTENSIVE LITERATURE SURVEY: Collect the literature available from Books, Reports, Magazines, which are relevant to your study.

 DESIGNING THE RESEARCH METHODOLOGY: Research Methodology depends on TWO FACTORS: (1) Target Population ( Urban, Semi-urban or Rural). (2) Importance of decision which will be taken based on the Research.

 Major parts of Research Methodology are: 1. Research Method (method to be used for collection of data). (a) Secondary Data (available record), Research starts with secondary data. (b) Primary Data: (ending research with Primary data.

Primary source (for data) may be :(i) Customers (ii) Buyers (iii) Users/Consumers (iv) Dealers (v) Distributors (vi) Retailers (vii) Other Respondents

2. Sampling Plan. 3. Questionnaire Design. 4. Field Work-Plan 5. Analysis Plan. Data collection from Respondents can be done by many different methods. The major methods, commonly used are: (1) Survey Method,

(2) (3) (4) (5) 1.

Observation Method, Experimentation method, Qualitative &Quantitative Techniques. Other Techniques or methods. SURVERY METHOD:

By Telephone (Advantage & Disadvantage Low cost but is fast) By Mail (It is a slow method & Time consuming, non-respondents are more)

 In Person :- Question can be explained to respondent, facial reaction & body language can be observed and noted. - By E-mail (using Internet): -It does not represent true sample. -May have computer/Laptop or not. -For speedy work Telephone & e-mail would be excellent methods.

Personal Interviews are the preferred method for doing surveys in India. Other methods (i.e. mail & Telephone) may be useful will depend on target population and the objectives of the Research. 2. OBSERVATION METHOD: - In this method consumers behaviour is recorded.

 - Recording can be done by noting on papers by some other person, or - A video Camera can record a customers behaviour where he/she buys a product For example : at Garment shop, purchase of a Garment, then PRICE, COLOUR, FABRIC may reveal his facial expression i.e. Buying Behaviour.

 On the basis of video tap- one can interpret for the purchase factors, purchase behaviour, brand preference, price and colour preference age factor also reflect behaviour. It gives more accurate information. It is an expensive method.

 3. EXPERIMENTATION METHOD: -It is a quantitative research method. - It involves more control over the cause and effect when compared to survey method. -In experiments, we try to measure the effect of one or more variables by changing the level of some variables and measuring the effects.

 For Example: If an advertisement is released in Newspaper and we measure the brand awareness of the advertised brand (of a product say- Mobile set) among a sample of target respondents say in any area/colony. This type of knowing would be termed as experiment. Other Example: A product test could be

 designed as an experiment for any product : For sale of different variety of TEA or COFFEE, if consumers who are coming for purchase of Grocery Items at a Grocery Shop, are served with free sample of TEA or COFFEE. It will be an experiment by the Company to know the test of consumers for TEA or COFFEE.

 QUALITATIVE TECHNIQUES: When quantitative surveys are inadequate, Qualitative techniques are used to know the minds (views) of respondents (Public). Interviews with open-ended questions are asked. Unstructured Questions may be asked to know his/her views.

 What do you expect from a Refrigerator ? What needs does it fulfill ? Here, the behavioural aspect of public is known. Sample size in qualitative techniques is usually small. It needs to be done by experts only (Sociologist or Psychologist).

 Example of TVS moped, when it was launched, the same was compared with Bajaj Scooter. Later on the Scooty was launched after changing the design of TVS. SPECIALIZED TECHNIQUES used by Market Researchers. There are 3 specialized techniques :

 1. A Consumer Panel 2. Retail Audit 3. TV Audience Measurements. 1. A CONSUMER PANEL (List is there): (a) A sample of consumers is chosen for keeping a record of what they buy in a given period of time. (b) What TV shows they watch in a given period of time. Say between 7-9 pm.

(c) They have to record this information in a diary ( say on Daily/Weekly basis) and hand it over to the marketing research agency for tabulation and analysis. (d) The special feature of this is that the sample remains the same for 1/3/6 months or even sometime for one year. (e) Usually, there is a payment for being part of such a sample (for extra efforts ).

 2. RETAIL AUDIT: (At retail outlet): A retail audit measures what brands are sold and their quantity is sold in a particular period. It could be done weekly. In India, ORG is a company which routinely performs retail audits. It is a measurement done at the retail level. Locality-wise information of sale of a product can also be done.

 Usually, such audits are best done by a third party (Independent agency), to reduce chances of bias, rather than the Marketing Company. Some times such studies are undertaken by the Company for its own brands at either consumer level or retail level. Such studies are generally done after launch of a new product.

 3. TV- AUDIENCE MEASUREMENTS: These days, millions of rupees are spent on Advertising on TV. It is important for the marketer to know who is watching the TV shows on which time & channel. Advertisements are given on the TV channel and programme which is seen by the family is known by the Ad. Company. Such people are called Peoplemeters.

 PLAN FOR SAMPLE, FIELD WORK AND ANALYSIS: The next stage in Marketing research study is the plan for : 1. Sampling 2. Field work 3. Analysis. This work needs accuracy of the study.

 1. SAMPLING PLAN : What will be sample composition and size. What is total population (say 10,000) Take few percentage point as sample. What is target population ( say 10%=1000) Two precautions should be taken to ensure a good sample:
(a) Use a probabilistic (sample to be proving as true) sampling technique which is not biased.

(b) Try and divide the population to be sampled into segments or strata (social cluster groups):(i) Users/non-users. (ii) Classes based on Age, income etc. (iii) Ensure that each segment gets represented in the final sample. Limitations, if any, should be taken care of.

1.
FIELD WORK PLAN: 1. Decide the sampling centers (Cities, towns, area, colony/localities etc. (Rural) 2. Decode sample size for each City, town, area, colony/localities.(A, B, C, D) 3. Decide that who will do the field work for collecting data. (Self/Employed worker). 4. Decide field area i.e. Homes, Offices,

 5. Dealers, Retailers etc. 6. Decide what is to be collected, its format of recording. 7. Format of interview is generally, a questionnaire. Field workers are using questionnaire in most cases. 8. Assume here that the questionnaire is as per requirement of the study/research.

 9. There should be a well planned schedule so that all field work is completed in an definite time. 10. Decide cross check of the data collected to test the data so collected. 11. When data is to be collected from field under supervision of an Supervisor through research executives then,

 The Supervisor should brief the field workers that how the data is to be collected. Briefing session is conducted where field workers are required to be recruited (on temporary basis) for field work. Mock interviews are conducted as a part of practice for collection of data in field. Questionnaires are filled by the field workers.

 The time limit for collection of data in field should be taken care of ( 3 days, 7 days). If possible, a pilot study of a small sample should be performed, before starting regular field work. Pilot study may be for one/two days to know difficulties & clarifications on various points faced during field study.

 ANALYSES PLAN AND EXPECTED OUTCOME: Analysis is based on the answers given to questions in Questionnaire. Analysis plan should be prepared well in advance. There are normally two very basic kinds of analyses in a Marketing Research study. These are :

1. Simple Tabulation 2. Cross Tabulation. 1.SIMPLE TABULATION : a) This involves counting the number of responses in each category for a question, and putting it in a frequency table form. b) This can be used to compute percentages, by dividing the number of responses by the sample size. c) Simple tabulation is done for each question

in the questionnaire. 2. CROSS TABULATION : Cross tabulation is done when counting simultaneously, answers to two or more different questions on a questionnaire. While doing cross tabulation, it is also necessary that the two questions (variables) that we are cross-tabulating must be related to or associated with each

 Other. For instance, in the purchase of a Bathing Soap- Question may be as under: How frequently respondents buy a Bathing Soap ? (once/twice/thrice in month) Which fragrance of the soap is preferred? (Reply may be : Rose/Jasmine/Lavender/Sandle etc. etc. It is possible to compute cross tabulation data for any two questions on a Questionnaire.

 BUDGET & COST ESTIMATION: There are three basic parameters for estimating cost: 1. Sample size.( small/big sample) 2. Geographical area and location of each respondents. 3. Who will do the field work.

 If it is a industrial field work then Research Executive from Industry will conduct field work and it will be a costly affair. Whereas for consumer product or service studies, it is done by hiring temporary field workers, which is a less expensive compared to industrial field work. Travel cost, communication cost and daily wage is included in the cost of field work

 along with Stationery cost. PRESENTATION, REPORT AND MARKETING ACTION: After the Tabulation and Analysis is completed, the next step is a presentation of the major findings to the sponsor of the study. This includes a presentation of all the major Tabulations

 (frequency tables) and cross-tabulations in percentage (%) terms. It may also include a summary of major findings, and some recommendations. A formal report usually follows the presentation. This would normally contain the following: 1. Executive Summary 2. Table of contents

 3. Introduction 4. Research objectives 5. Research methodology, - Sample design, - Field work plan and dates - Analysis/expected outcome plan - Questionnaire copy (as annexure)

6. Analysis, - Simple Tabulation - Cross Tabulation - Any special analysis (SWOT). 7. Findings 8. Limitations 9. Recommendations for action 10. Bibliography/List of references. =====