Professional Documents
Culture Documents
RESEARCH
METHODOLOGY FOR
MANAGEMENT
DECISIONS
(5599)
MBA Executive
ZAHID NAZIR
Roll # AB523655
Semester: Autumn 2009
QUESTION 1
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RESEARCH
RESEARCH PROCESS
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b) Latent Difficulties:
They are not so visible and if not checked will soon become evident
e.g. Poor supervision can demotivate the staff and affect performance.
c) Unnoticed Opportunities:
i. Units of analysis:
These are the individuals or objects whose characteristics are to be
measured. It is necessary that universe is well defined.
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v. Hypothesis Development:
A hypothesis is a proposition which the researcher wants to verify. The
researcher has to select among the possible hypothesis and test them
empirically with the help of statistical tools in order to make sure that
they are true or false. Properly defined problem will provide direction
to the researcher.
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a) Observation Method
b) Survey Method:
Surveys are also used to collect primary data. Survey can be personal,
telephonic and mail. The most commonly used methods in India are
personal and mail survey. The researcher has to choose the kind of
survey to be used for data collection.
Telephonic survey is suitable when very limited and specific
information is needed. Surveys based on personal interview are
suitable when detailed information is to be collected. Sometimes
combinations of two or more methods can also be used. Normally in
survey method, structured questionnaire are prepared in advance to
get the necessary information from the respondents.
Whether it is personal or mail survey, a suitable questionnaire has to
be designed and the questionnaire is pretested for its validity.
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The size of sample will depend on the degree of precision required and
also on the cost consideration. The proper selection of sample design
and sample size will reduce the possibility errors.
Having prepared the questionnaire and selected the sample design and
sample size, the next step is to organize and conduct field survey.
Interviewing and the supervision of fieldwork are the two steps of
conducting survey.
The task of interviewing seems to be simple but in reality it is one of
the most difficult tasks in research because respondent are generally
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Once the data have been tabulated, interpreted has to prepare a report
including the findings of his research study and his recommendations.
The report should have objectivity, clarity in presentation of ideas, use
of charts and diagrams, etc. the layout of report should be as follows:
I. The Preliminary Pages:
This includes title and dates, acknowledgement and foreword.
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References:
www.crlsresearchguide.org
en.wikipedia.org/wiki/Research
www.suffolk.edu/files/SawLib_Tutorials
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QUESTION 2
What are the different types of Research,
Explain in detail?
(20)
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TYPES OF RESEARCH
1. Exploratory Research
2. Conclusive Research
1. Exploratory Research
Exploratory research is conducted to clarify ambiguous problems.
Management may have discovered general problems, but research is needed
to gain better understanding of the dimensions of the problems. Exploratory
studies provide information to use in analyzing a situation, but uncovering
conclusive evidence to determine a particular course of action is not the
purpose of exploratory research. Usually, exploratory research is conducted
with the expectation that subsequent research will be required to provide
conclusive evidence, It is a serious mistake to rush into detailed surveys
before less expensive and more readily available sources of information have
been exhausted.
In an organization considering a program to help employees with childcare
needs, for example, exploratory research with a small number of employees
who have children might determine that many of them have spouses who
also work and that these employees have positive reactions to the possibility
of an on-site child-care program. In such a case exploratory research helps to
crystallize a problem and identify information needs for future research.
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Experience Survey
In experience surveys, it is desirable to talk to persons who are well informed
in the area being investigated. These people may be company executives or
persons outside the organization. Here, no questionnaire is required. The
approach adopted in an experience survey should be highly unstructured, so
that the respondent can give divergent views. Since the idea of using
experience survey is to undertake problem formulation, and not conclusion,
probability sample need not be used. Those who cannot speak freely should
be excluded from the sample.
Example 1:
1) A group of housewives may be approached for their choice for a
"ready to cook product".
2) A publisher might want to find out the reason for poor circulation of
newspaper introduced recently. He might meet (a) Newspaper sellers
(b) Public reading room (c) General public (d) Business community;
etc. These are experienced persons whose knowledge researcher can
use.
Focus Group
Another widely used technique in exploratory research is the focus group. In
a focus group, a small number of individuals are brought together to study
and talk about some topic of interest. The discussion is co-ordinated by a
moderator. The group usually is of 8-12 persons. While selecting these
persons, care has to be taken to see that they should have a common
background and have similar experiences in buying. This is required because
there should not be a conflict among the group members on the common
issues that are being discussed. During the discussion, future buying
attitudes, present buying opinion etc., are gathered.
Most of the companies conducting the focus groups, first screen the
candidates to determine who will compose the particular group. Firms also
take care to avoid groups, in which some of the participants have their
friends and relatives, because this leads to a biased discussion. Normally, a
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number of such groups are constituted and the final conclusion of various
groups are taken for formulating the hypothesis. Therefore, a key factor in
focus group is to have similar groups. Normally there are 4-5 groups. Some of
them may even have 6-8 groups. The guiding criteria is to see whether the
latter groups are generating additional ideas or repeating the same with
respect to the subject under study. When this shows a diminishing return
from the group, the discussions stopped. The typical focus group lasts for 1-
30 hours to 2 hours. The moderator under the focus group has a key role. His
job is to guide the group to proceed in the right direction.
2. Conclusive Research
Exploratory research gives rise to several hypothesis which will have to be
tested for drawing definite conclusion. These conclusions when tested for
validity lay the structure for decision making. Conclusive research is used for
this purposed of testing the hypotheses generated by exploratory research.
Conclusive research can be classified as either descriptive or experimental.
Descriptive Research
Descriptive research is used to obtain information concerning the current
status of the phenomena to describe "what exists" with respect to variables
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Observational Research
Accounts of the natural behavior of individuals or groups in some setting.
Unless the observation is unobtrusive, there may be some subject reactivity
to being observed. This often decreases with time, a process called
habituation. Observers cannot usually observe all behaviors all of the time.
They may use a behavioral checklist and may also use time sampling or event
sampling procedures. It is important to assess observer bias by the use of
interobserver reliability. Observational research may also pose ethical
problems. These can arise when the behaviors being observed are not public
behaviors and when the observer joins a group in order to observe the
members’ behavior – participant observation.
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Survey Research
Structured questions to assess peoples beliefs, attitudes, and self-reports of
behavior. If the researcher wishes to generalize the responses to a
population, it is important to have a representative sample. Surveys that rely
on self-selection (respond if you are interested) produce non-generalizable
results. Surveys also provide information for co relational research. One can
correlate responses to some questions (often demographic questions) with
responses to other questions (often attitudes or reports of behavior). Survey
question must be clear and unambiguous. Even if the questions are
unambiguous and non-leading, people may display a social desirability bias
and give positive or socially acceptable and desirable answers. Survey
methods include: (1) the interview or face-to-face method which is generally
viewed as the best method for obtaining a high rate of responses but is also
very costly; (2) phone surveys, which are less expensive but have a higher
non-response rate (which has probably increased with caller ID); and (3)
written or mail surveys, which are least expensive but have a very high non-
response rate. Follow-up messages can help increase the response rate.
Archival Research
Analysis of pre-existing data or records. Archival research often involves
content analysis, a qualitative analysis of material. For example, one would
use content analysis to determine whether there had been an increase in the
frequency with which women and minorities were mentioned in US history
books between 1920 and 2000. Some archival research is quasi-experimental.
Experimental Research
Science revolves around experiments, and learning the best way of
conducting an experiment is crucial to obtaining useful and valid results.
When scientists speak of experiments, in the strictest sense of the word, they
mean a true experiment, where the scientist controls all of the factors and
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References:
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QUESTION 3
a). Explain the concept of hypotheses,
propositions and assumptions.
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HYPOTHESIS
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b)
RESEARCH PROBLEM
Introduction
The research problem is often argued as the heart of the research process,
without which no research process can take place. In formulating the
problem the variables must be eminent and easily identifiable while a
hypothesis should accompany each research problem. Once a research
problem is clearly defined, it should be translated into a research hypothesis
that states; a relationship between two or more variables in one (or more)
population(s).Thus the assignment will reflect on the linkage of the research
problem, research hypothesis and the existing variables.
Firstly, the research problem will be explored, its importance, sources of the
research problem, considerations as well as steps to be followed when
formulating a research problem. Secondly, identification of variables will be
discussed using the three common types of variables and the four prominent
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RESEARCH PROBLEM
Research problem refers to some difficulties which a researcher experiences
in the context of both a theoretical or practical situation and wants to obtain
a solution for the same, usually it is said that a research problem does exist if
the following condition are met with:
There must be an individual (or a group or an organization), let us call
it I, to whom the problem can be attributed. The individual or the
organization, as the case may be, occupies an environment, say ‘N’,
which is defined by the values of uncontrolled variables, Y1.
There must be at least two courses of actions, say C1 and C2, to be
pursued. A course of action is defined by one or more values of the
controlled variables. For example, the number of items purchased at a
specified time is said to be one of action.
There must be at least two possible outcomes, say O1 and O2, of the
course of action, of which one should be preferable to other. In other
words, this means there must be at least one outcome that the
researcher wants, i.e., an objective.
The courses of action available must provide some chance; otherwise
the choice would not matter. Thus, if p(Oj\I,C1,N)≠P(O1\I,C2,N). In
simple words, we can say that the choices must have unequal
efficiencies for the desired outcomes.
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Over and above these conditions, the individual or organization can said to
have the problem only if ‘I’ does not know what course of action is best, i.e.,
‘I’, must be in doubt about the solution. Thus, an individual or a group of
persons can be said to have a problem which can be technically described as
research problem, if they (individual or group), having one or more
described out comes, are confronted with two or more courses of action that
that have some but not equal efficiency for the described objective(s) and are
in doubt about which course of action is best.
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problem, the following steps will make easier for the researcher to solve the
problem much more quickly,
i. Identify what is KNOWN.
ii. Identify what is UNKNOWN.
iii. Do the KNOWNS tell us anything about the UNKNOWNS? (Make a
list).
iv. COMBINE the KNOWNS with UNKOWNS to see if there is a “new”
and important research question that is worth a doctorate.
v. Identify its parts and wholes.
vi. Trace its history and changes.
vii. Identify its categories and characteristics.
viii. Determine its value [to you as well].
ix. Review and rearrange your answers.
a) PRIMARY DATA
Generally the researcher always depends on the primary data which he
has collected or else he will be depending on the others collected data.
So if at all there is an error in the primary data, or else the data
misrepresents the facts their arises the problem, then the further
process of the research may not serve the objective. If at all the data
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definitely arises, that will be the origin for the problem so it is very
much essential to identify and select the sample so as origin of
problem can be avoided.
d) RESEARCH DESIGN
Research Design is a framework or blueprint for conducting the
research project. It specifies the details of the procedures necessary for
obtaining the information needed to structure or solve research
problem. Sometimes it happens that while solving the problem we will
get some complications where we fail to identify the problems in
research design this is the main problem where identification of the
problem in research design will always depend on how you define the
problem. If the problem is defined wrongly then the solution will be
wrong only. This is how problem is originated in research design.
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References:
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QUESTION 4
a). Differentiate between Qualitative and
Quantitative Analysis.
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a)
Virtually all market research can be broken out into two categories:
quantitative and qualitative. While studies often combine the two,
understanding how to use them will ensure you get the most out of your
market research spend.
Quantitative Research
Overview and Advantages
The primary aim of quantitative research is to collect, count, measure, and
assess the meaning behind specific variables—and ultimately, devise
statistical explanations for what the researchers have learned. Quantitative
researchers gather information from a much larger number of representative
individuals than their qualitative counterparts, spending less time with each
individual.
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Qualitative Research
Overview and Advantages
The purpose of qualitative research is to create a robust, detailed description
of behavioral patterns, consumer trends, market needs, and human
motivations. If quantitative research seeks to confirm an existing hypothesis,
qualitative research seeks to collect information that may support the
creation of a hypothesis or invalidate an existing theory.
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Toward that end, researchers focus on a smaller number of people and spend
more time with them, eliciting their thoughts and opinions rather than
statistical data or yes-or-no answers. The researcher’s observations,
subjective interpretations, interpersonal skills and interview techniques thus
figure critically in the process, and in the quality and relevance of data
collected.
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In deciding which to use, achieving a complete picture will require the use of
both approaches. A market research company can help you determine your
specific needs, and how you can get the best results from both approaches.
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b)
The task of data collection begins after a research problem has been defined
and research design plan has been made.
Two types of data:
1. Primary data
2. Secondary data
1. Observation Method
2. Questionnaires Method
3. Interview Method
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1. OBSERVATION METHOD
Observation becomes a scientific tool and the method of data collection for
the researcher when it serves a formulated research purpose is systematically
planned and recorded and is subjected to checks and controls on validity
and reliability.
Types of Observation
Direct Observation
Observing some actual event, or action and noting its details
Indirect Observation
Event has been done but just sec traces of an action or event. Traces mean
the remaining of that event.
Structured Observation
When observations is focused on one item / aspect of action or event, then
it known as structured Observation
Unstructured Observation
When Observation is focused on multi items/ aspects of the action. & Event
or when you are observing each and every thing then it is known as
unstructured observation.
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Advantages Disadvantages
1. The method eliminates 1. Its s an expensive method
subjective bias
2. The information obtained under 2. The information provided by this
this method relates to what is method is very limited.
current happening it is not
complicated either by past 3. Sometimes unforeseen factors may
behavior or future intentions and interfere with the observational task.
attitudes.
3. This method is independent of 4. The fact that some people are rarely
respondent willingness to accessible to direct observation
respondents as such is relatively creates obstacle for this method to
less demanded of active co- collect data effectively.
operation on the part of the
respondents as happens to be the
case in interview or the
questionnaire method.
4. This method is particularly
suitable in studies, which deal
with subjects who are not capable
giving verbal reports of their
feeling for one reason or the
other.
2. QUESTIONNAIRE METHOD
This method of data collection is quite popular, particularly in case of big
enquiries. A questionnaire consists of a number of questions printed in a
definite order on a form. The questionnaire is mailed to respondents who are
expected to read & understand the questions & write down the reply in the
space meant for the purpose in the questionnaire itself.
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Types of Questionnaires
Self-Administered Questionnaires:
The data are collected by enumerator through self- administered
questionnaire. The enumerator is a qualified and well trained person in
the field of data collection who also guides the respondent how to answer
the given questions while filling the questionnaires. However, it is a costly
method of data collection and also needs trained and qualified staff.
Surveys conducted by the C.B.R. during the “Documentation of Economy”
in the year 2000 are a typical example of use of self administered
questionnaire in data collection.
Mail Questionnaires:
Some times questionnaires are delivered by postal service or a courier
service. Mail questionnaires are typically cost effective than personal
interviews. In the mail questionnaires, respondent can take more time to
collect facts, talk with others, or consider reply. Its drawback is non
response and less return.
E-Mail Questionnaires:
It is the time of information technology. Use of electronic media is easy,
cheaper and fastest mode of communication. In this type of information
method a questionnaire is sent to a number of persons through mail and
response is also obtained via E-Mail.
Advantages Disadvantages
1. Low cost even when the universe 1. Low rate of return of the duly filled
is large &is widely spread. in questionnaires.
2. It is free from bias of interviewer. 2. Only educated &cooperating
3. Respondents have adequate time respondents can be used.
to give well thought out answers. 3. No control over the questionnaire
4. Large samples can be made use of once it is sent.
& thus the results can be made 4. This method is slowest of all.
more reliable.
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3. INTERVIEW METHOD
Interview method of collecting data involves presentation of oral-verbal
stimuli & reply in same.
It can be used through:-
PERSONAL INTERVIEW
TELEPHONE INTERVIEW
Personal Interview
An interviewer asking questions generally face-to-face to other persons
conducts personal interview. This sort of interview may be in the form of
direct personal investigation or it may be an indirect oral investigation. This
method is particularly suitable for intensive investigations.
Advantages Disadvantages
1. More information and that too in 1. It can be quite expensive method,
greater depth can be obtained. especially when large and
2. Interviewer can overcome any widespread geographical sample is
resistance, if any, of the taken.
respondents; this interview can 2. Possibility of bias of interviewer and
be made to yield an almost respondent is maximum.
perfect sample of he population. 3. Certain respondents such as
3. There is greater flexibility as important officials cannot be
questions can be restructured as approachable under this method.
when needed, especially in the 4. It is time-consuming especially
unstructured interviews. when sample is large and re-calls o
4. Observation method can respondents are to be made.
supplement verbal recording of 5. Sometimes the presence of he
answers. interview can over-stimulate he
5. Personal information can be respondent and he may give
obtained easily in this method. imaginary answers to make the
6. Sample control can be interview interesting.
maintained, as non-response 6. Under the interview method the
generally remains low. organization required for selection,
7. Unlike mailed questionnaire, the training and supervising the field-
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Telephonic Interviews
Advantages Disadvantages
1. It is more flexible in comparison 1. Little time is given to respondents to
to mail method. answer, as these types of interviews
2. It is faster in obtaining do not last for more than 5 minutes.
information than other methods.
3. It is cheaper compared to 2. Survey is restricted to people who
personal interviews; here the cost have telephones.
per response is very low.
4. Recall is easy; callbacks are 3. Cost plays a major part in extensive
economic and simple. geographical coverage.
5. There is higher rate of response
than mailing method 4. It is not suitable for interviews
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References:
www.brent.tvu.ac.uk/dissguide
www.blurtit.com
www.knowthis.com
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QUESTION 5
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SECONDARY DATA
The secondary data are those which have been collected by someone
else and which have already been passed through statistical process.
Secondary data has already been gathered or published for some other
purpose. Ordinarily, it is faster to collect and less expensive than primary
data. Sources of secondary data include internal (those inside the
organization) and external (those outside the organization.) Ideally,
secondary data is available from the organization's Marketing Information
System (MkIS). Data that has not been organized in a MkIS may be available
from the organization’s files and reports. Also, secondary data is available
from libraries, trade associations, government agencies, and the Internet. All
sources of secondary data should be exhausted before collecting primary
data.
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Suitability of data: The data that are suitable for one enquiry may not
necessarily be found in another enquiry. Hence if the available data are
found to be suitable, they should not be used by the researcher .in the
context, the researcher must be very carefully scrutinize the definition of
various units and terms of collection used at the time of collecting the data
from the primary source originally. Similarly the object scope and nature of a
original enquiry must also be studied .If the researcher finds differences the
data will remain unsuitable for the present enquiry and should be used.
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Secondary data can usually be obtained more quickly and at a lower cost
than primary data. Also, secondary sources sometimes can provide data and
individual company cannot collect on its own – information that either is not
directly available or would be too expensive to collect.
Secondary data can also present problems. The needed information may not
exist – researchers can rarely obtain all the data they need from secondary
sources. Even when data can be found, they might not be very usable.
Internal secondary data are existing data generated by the firm – for
example, accounting reports and reports of previous research projects.
Internal secondary data provide valuable performance evaluation
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information and serve as a foundation for future research efforts. The main
advantages of internal secondary data are their accessibility and low costs
and the ease with which they can be incorporated into most research
projects.
External secondary data are data generated by a source other than the firm. Major
types include:
Periodicals
One of the first places to look for secondary data is a library. Periodicals
(magazines, journals, and newspapers) are materials that are published at
regular intervals (monthly, quarterly, daily, etc.). They contain current
information, which point the way to trends that can translate into marketing
opportunities.
Government Data
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Of course using an Internet search engine can expand a search. Since there is
no organization in charge of the Internet, no single comprehensive source or
index tells you what information is on the Internet or how to find it. People
search the Internet using a variety of resource discovery tools called search
engines, such as AltaVista, Yahoo, and HotBot. They are Web sites in and of
themselves, accessible through browsers, where you can search for other
sites that contain specific keywords. You simply type in the topic, or several
key words about what you are looking for, and the search engine will provide
Web sites that have information related to that topic. For example, you will
get a list of sites by keying in one or more words that best describes what
you want.
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The term “secondary data” refers to data that were collected for other
studies. For the first researcher they are primary data, but for the second
researcher, they are secondary data.
There are enormous amounts of data that are collected every day by
government agencies, universities, private organizations, non-profits, think
tanks, public opinion polls and students. Some examples includes the
Population Census Organization, the Federal Bureau of Statistics and the
Provincial Departments of Industries, Higher Education Commission etc.
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data should be scrutinized to ensure that the project had high validity
and reliability, such as:
If the data seems valid and reliable, you need to make sure that you have
an accurate copy of the data, especially if you obtained it through an
electronic medium. This includes verifying that you:
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References:
www.mindstool123.com
www.enwikipedia.com
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