Prantosh Banerjee

RM (Research Methodology)

RESEARCH METHODOLOGY

:: Purpose
Provide information to assist Managers to make better
decisions.

:: Specifically
 Identity P/O
 Select P/O to solve
 Solve through info.

:: MIS (Marketing Information System)

System designed to generate, store and disseminate an
orderly flow of relevant info to marketing managers.
 RM (Research Methodology)

RESEARCH METHODOLOGY

:: Marketing DSS
Databases with associated models and software that
allow managers to interact directly with databases.

:: RM not required when

 Problems not intrinsically amenable to research
 Time and money costs are excessive
 RM (Research Methodology)

RESEARCH METHODOLOGY

:: RM definition
Formalized means of obtaining info to assist Managers in
better decision making.

:: As per AMA :
RM :
- Specifies info required to address P/O issues.
- Designs method for collecting info.
- Manages and implements data collection process
- Analyses results
- Communicates findings and their implications.
 RM (Research Methodology)

RESEARCH METHODOLOGY

:: How to decide whether to do RM or NOT

Establish Objectives

P/O ID
Measurement shows obj. not met

Impact

P/O Selection Prioritisation

Time

Develop alternatives to meet

objectives.
P/O Resolution
Evaluate alternatives vis-a-vis
objectives.
 RM (Research Methodology)

RESEARCH METHODOLOGY

:: RM Services

“MAKE” or “BUY” Factors

 Economic
 Expertise available
 Special equipment required
 Political consideration
 Legal / Promotional
 Admin aspects
 Confidentiality
requirements.
 RM (Research Methodology)

RESEARCH METHODOLOGY

:: Industry Services
 Custom research

 Field services

 Data analysis

 Syndicated services

 Branded research products.

:: RM Careers
STAFF : Part of Marketing Team
LINE : RM Service Provider
 RM (Research Methodology)

RESEARCH METHODOLOGY

:: RM Design

Collect
ID. Translate
Analyse
MGMT. P/O to RES.
Report
P/O Problem
Info.
 RM (Research Methodology)

RESEARCH DESIGN PROCESS

STEP 1 : Create Research Proposal

STEP 2 : Implement Research as per Plan

STEP 3 : Present Findings / Recommendations along with

Detailed Report.
 RM (Research Methodology)

RESEARCH DESIGN PROCESS : PROPOSAL PREPARATION

 Define research problem

 Estimate ‘Value of Information’ to be provided by RM
 Select data collection methods
 Select measurement techniques
 Select sampling methods
 Select analytical approach
 Evaluate ethics of research
 Specify time and final cost.
 Prepare research proposal
 RM (Research Methodology)

Define Research Problem

Primary Research Obj. (PRO)

(also called Management Objectives)

Research Problem

Secondary Research Obj. (SRO)

(also called Research Objectives)
 RM (Research Methodology)

Define Research Problem

PRO : Specifies information needed by management

Normally starts with the phrase “ To determine….”
SROs : Crystallised through 4 inter related steps :
- Management P/O clarification
- situational analysis
- model development
- specs for info requirements
CASE – I
Research Categories :
- Exploratory
- Descriptive
- Causal
 RM (Research Methodology)

Estimate Value of Information

:: Conduct Research When

Value of Information > Cost of Obtaining Information

:: Estimation Methods
 Intuitive approach
 Expected value approach
 RM (Research Methodology)

Estimate Value of Information

 Intuitive approach
Based on Personal / Private judgment of assessor

Factors Could Be -
• Decide to change W/O RM
- Alternative actions • Do RM then decide
• Decide not to change W/O RM

- Possible states of Market and their payoffs

- Degree of uncertainty about market state
- Forecasting ability
- Risk preference of decision maker /firm.
 RM (Research Methodology)

Estimate Value of Information

 Expected Value of approach

- Quantitative Model
- Apply Bayesian Statistics

CASE – II
 RM (Research Methodology)

Select Data Collection Approach

- Secondary Data
- Survey Data
Primary / Secondary
- Exptal Data

:: Methods
Secondary Research
- Internal Sources : Within Firm
• Govt.
- External Sources : • Trade Association
• Syndicated Services
 RM (Research Methodology)

Select Data Collection Approach

Survey Research
- Telephone Interviews
- Mail Interviews
Home Interview
- Personal
Interviews Intercept Interview
- Computer Interviews

Exptal Research
Basic Designs (1 Variable)
- Lab Expt
Statistical Designs (> 1 Variable)

Basic
- Field Expt
Statistical
 RM (Research Methodology)

Select Data Collection Approach

:: Secondary Data

Advantages : - Quick
- Inexpensive

Problem - Availability
could be : - Relevance
- Accuracy
- Sufficiency
 RM (Research Methodology)

Select Data Collection Approach

:: Sources

Internal: External :
- A/C Records - Computerised Database
- Sales Force Reports - Associations
- Misc. Reports - Govt. agencies
- Internal Experts - Syndicated services
- Directories / published sources
- External experts
 RM (Research Methodology)

Select Data Collection Approach

:: Primary Data

- Commercial Surveys
- Audits
- Panels
 RM (Research Methodology)

Select Data Collection Approach

Commercial Survey -
Periodic S.
- Conducted by Res. Organisation Panel S.
Shared S.
Periodic Survey
- Conducted at Specific Intervals

Panel Survey (Interval Panel)

- Conducted among group of respondents.

Shared Survey (Omnibus Survey)

- Conducted by res. Organization for multiple firms.
 RM (Research Methodology)

Select Data Collection Approach

Audit -
- inventory
Physical
Inspection of : - sales receipts
- shelf facings
- pricing
- other marketing mix elements
To determine
- sales / market share / Dist.
- relevant info

Types : - Store audit

- Pdt. Audit
- Retail distribution audit.
 RM (Research Methodology)

Select Data Collection Approach

Panels -

- Group of individuals / organization who have agreed

to provide info. on & continuous basis.

Panels could be

- Retail Panels

- Consumer panels
 RM (Research Methodology)

Select Measurement Technique

Four Basic Techniques :

Questionnaire : Q/A

Attitude scales : Self Report w.r.t Object

Observation : Direct examination

Depth interviews : Free expression

 RM (Research Methodology)

Select Sample

- Sample should be relevant

- May use probability sampling

Considerations of practicality to be kept in mind

 RM (Research Methodology)

Select Analysis Method

- Based on samples, measurement tech,

data collection method
- Do dummy run
- Check results provide info as per objectives
 RM (Research Methodology)

Ethics of RM

- Can face public scrutiny

- Approximations / rounding offers to be ethical
 RM (Research Methodology)

Time & Final Requirements

- Interchangeable
- Use PERT + CPM
 RM (Research Methodology)

Research Proposal

Elements :
Executive summary:
- Statement of Major points

Background :
- Management problem & influencing factors

Objectives :
- Data RM will generate
- Relevance of data to marketing problems
- Value of info
 RM (Research Methodology)

Research Approach

Non technical description of

- Data collection method

- Measurement instrument
- Sample Plan
- Analysis technique
 RM (Research Methodology)

Time & Cost Requirements

- Explain with PERT CHART

Technical Appendices
- Statistical & Detailed Information
 RM (Research Methodology)

:: Survey Research

Definition
Systematic gathering of information from respondents
for the purpose of understanding / forecasting behavior
of respondents.

Process
Questionnaire Admin / Interview

Types of Interviews
- Direct / Indirect ( Disguised )
- Structured / Unstructured
 RM (Research Methodology)
:: To decide which type to use :

R/ l
have Common
N will struc./ ind. N
U/STDG of
Sought info ? Int. give
Info. Required ?

will R Y
be ABLE N will unstruc./ Dir N
to provide Int. give
Answers ? info. required ?

Y Y
will R
be WILLING N
to provide
Answers ?

Y
use UNSTR./
use STR./ DIR use STR./ INDIR use UNSTR./ DIR INDIR
Interview Interview Interview Interview