Professional Documents
Culture Documents
METHODOLOGY
(Business Research Methods)
Quizzes &
Sessionals
Project Work
(each course participant is expected to show that he or she is able to
apply the research skills learned in this course)
Examination
(case study in which each course participant is expected to demonstrate
his or her indepth understanding of research methodology and apply the knowledge
acquired in the course to a
real-life situation)
Course Highlights
Introduction to research
methodology
Ethics in Research
Types of Research
Measurements in Research
Communicating Research
Results
Surveys
Interviews
Observation
Experiments
Archival and Historical Data
Qualitative Analysis
Quantitative Analysis
7
Market Potentials
Market Share
Market segmentation
Market characteristics
Sales Analysis
Establishment of sales quotas
Distribution channels
New product concepts
Test markets
Advertising research
Buyer behaviour
Customer satisfaction
Website visitation rates
Ecological Impact
Legal Constraints on advertising and
promotion
Sex, age and racial discrimination / worker
equity
Social values and ethics
10
11
12
Basic
Research
Applied
Research
Scientific
Method
Objectivity
Systematic Analysis
Logical Interpretation of Results
General Laws
Information or
Ideas for alternative
Courses of action
Elements of the
Scientific Method
Empirical Approach
Observations
Questions
Hypotheses
Experiments
Analysis
Conclusion
Replication
13
17
18
19
20
NO
Do not
undertake Business Research
Yes
High importance
of decision?
Yes
Research benefits
greater than costs?
COSTS
Decreased Uncertainty
Research Costs
Higher Likelihood of
Correct Decisions
Delay in Making
Business Decisions
Better Business
performance
Disclosure of
Information to Rivals
Higher Profits
Possibility of Error
Better Reputation
22
KNOWLEDGE
INFORMATION
DATA
Measurements of phenomena
(e.g. sales statistics of a department store)
23
Contd
Things to consider
The impact of your personal feelings and beliefs
Access to data
Time and other resources
Validity and reliability of the data
Ethical issues
Research Proposal
Purpose
Determine what the researcher wants to do?
Why the research is important, convincing, and
worth undertaking?
How the researcher wish to undertake it?
What benefit will result from the effort or attempt?