BRM Module 1

Research def: In Layman word’s “research means to search for

knowledge”
Research is an art of scientific investigation
“i.e. Systematic & objective, identification, collection, analysis,
dissemination and use of information for the purpose of improving
decision making”
Inquisitiveness (act of detailed questioning) is the mother of research

Meaning: Redman and Mory defined research as a Systematized effort

to gain new knowledge.

Clifford Woody defined research as defining and redefining problems,

formulating hypothesis, collecting, organizing and evaluating data,
making deductions and reaching conclusion and at last carefully
testing the conclusion to determine whether they fit the formulating
hypothesis

Objectives of MR
• Promotes better decision making
• Research is the basis for innovation
• Research identifies the problem area
• Research helps in forecasting
• Helps to formulate policies & strategies
• Helps to understand competitive environment
• Helps to optimal utilization of resources
• Identify marketing opportunities & constraints
• Evaluating marketing plans

Types of research
• Applied research
– Aims at finding a sol for an immediate pb
– Deals with real life situation
– Has practical problem solving emphasis
– MR is an applied research
• Pure/Fundamental / basic research
– Gathering knowledge for knowledge sake
– Doesn’t have commercial potential
• Conceptual research
– Used by Philosophers & thinkers
– It is related to some abstract ideas or theory
– Do research to prove or disapprove his hypothesis
• Empirical research/ Ex- post Facto
– Examination of relationship that exist b/w independent and
dependent variable
 – Ex – post Facto Means “From what is done afterward”
– Researcher only report “ what has happened” & “ what is
happening”. No scope to manipulate the variable
• Historical research
– Based on past records & data in order to understand the
future trends
– No direct observation, research has to depend on the
conclusions or inference drawn in the past
• Action research
– Undertaken by direct action, Conducted to solve the
problem
– Most common for industrial product
• E.g. Test marketing
• Evaluation research
– To find out how well the planned programmed is
implemented
– Evaluating the performance or assessment of a project.
• Causal research
– Helps to determine Cause and effect relationship b/w the
variables
• Exploratory Research
– Carried out at the very beginning, when the pb is not clear
or is vague.
– Explore or search through the pb or situation to provide
insight & understanding
– Formulate the problem
– Few methods are Expert surveys, focus group, case
studies, observation methods.
• Descriptive research
– Fact finding investigation
– Presents state of affairs as it is.
– The objective is to descried the characteristics of
respondent in relation to a particular product
– Definite conclusions can be arrived at, but it doesn’t
establish cause & effect relationship.
– Deals with demographic characteristics of the consumer

CRITERIA FOR GOOD RESEARCH

• It should be systematic
• Well structured
• Orderly sequenced based on set of defined rules
• Procedure followed are methodologically sound
• Well documented
• It Should be logical
• There should be Logical reasoning in research.
 • Logical process used could be induction or deduction
• Induction – process of reasoning from the part to the
whole e.g. pricing, new product development,
• Deduction - is a process of reasoning some premise
and then reaching the conclusion which follows from
that premise.
• E.g. All products manufactured by Reebok are good.
this leather wallet is a product of Reebok, so it must
be good.
• It Should be empirical
• Factual investigation is possible
• Should provide basis for validity
• i.e. possible to describe, interpret and explain the
phenomenon

• It should be replicable.
• Results can be verified, by conducting research any
no of times & by diff researcher.

CRITERIA FOR GOOD RESEARCH

• The purpose of the research should be clearly defined and
common concepts to be used.

• The research procedure used should be described in sufficient

detail to permit another researcher to repeat the research for
further advancement.

• The procedural design of the research should be carefully

planned to yield results that are as objective as possible.

• The researchers should report with complete frankness.

• The analysis of data should be sufficiently adequate to reveal its

significance and the methods of analysis used should be
appropriate.

• Greater confidence in research is warranted if the researcher is

experienced and a person of integrity.

Nature of Marketing Research

• The emphasis in marketing is on the identification & satisfaction
of customer wants & needs.
 • The task of marketing research is to assess the information
needs & provide management with the relevant, accurate, valid,
reliable & current information.

• Marketing Research is objective

• i.e. attempts to provide accurate information that reflects a true
state of affairs.
• It should be conducted impartially
• The motto of every researcher should be “find it & tell it like it is”

Classification of Marketing research

• Marketing research engaged for two reasons identify & solve
marketing problems.
• so classified as
– Problem identification research
– Problem solving research
• Problem identification research is undertaken to identify the
problem that are perhaps not apparent on the surface & yet exist
or likely to arise in the future.
• Problem solving research is under taken to arrive at a solution.
• Used in making decision which will solve specific marketing
problem.
• Both go hand-in-hand.

Marketing and Market Research

• Marketing research - is the gathering of information on all

activities of marketing
• Market research - is the gathering of information on a particular
market for a product or service
• Marketing research has a wider scope than market research
• MARKETING RESEARCH IS THE FUNCTION WHICH LINKS THE
CONSUMER , CUSTOMER AND PUBLIC TO THE MARKETER
THROUGH INFORMATION.

SCIENTIFIC RESEARCH

MEANING AND DEFINITION

“Scientific Research is one which yields the same results when

repeated by different individuals”

• Scientific Research Method is one and same in the branches of

science, which is used in all the research and used by various
scientists.
 • This method attracted all the trained minds

• The Scientific Method is a systematic step by step procedure

following the logical processes of reasoning.”

BASIS FOR SCIENTIFIC METHOD

The scientific method is based on certain criteria's

♣. Commitment to objectivity.
♣. It presupposes ethical neutrality.
♣. It aims generalization.
♣. It results into probabilistic predictions.
♣. It is a logical reasoning process.

Characteristic of Scientific Research

• Validity
– Ability of a measuring instrument to measure what it is
supposed to
• E.g. Barometer VS questionnaire
• Reliability
– the result will remain same even when u repeat it n no of
times

DIFFICULTIES IN APPLYING SCIENTIFIC METHOD TO MR

• Complexity of the subject
– Deals with human beings
– Influence of environmental factors & peers

• Difficulty of obtaining accurate measurements

– Since information obtained are qualitative in nature
– Since participants are human beings, Subjectivity
invariably creeps in

• Influence of measurement
– When respondents realizes that he is being measured, his
response & behavior undergoes a change

• Difficulty in testing of hypothesis

– In MR it is almost impractical to carry out experiments in a
controlled way, which will affect the hypothesis being
tested
– Very difficulty in making accurate predictions
• Role of investigators
– Organization are clients of researcher
 – Some times investigator tries to fit in results or
manipulates the data or does not conduct exhaustive
study.
• Time pressure
– MR must be conducted & completed within a given time.

why MR can’t be considered as Scientific”

SCIENTIFIC METHOD
• More rational & objective and result are unbiased.

• Systematic manner with pre designed steps.

• The results can be measured more accurately.

• It is a continuous process.

• Can be held under controllable condition.

• Time pressure not there

• Less complex

NON SCIENTIFIC METHOD

• Objective but results are more biased.

• Non systematic manner

• The results cannot be measured accurately.

• It is not a continuous process.

• Not possible to control external factors

• More time pressure

• Complexity of subject

Limitations of marketing research

•
MR is not an exact science
– Results obtained are not very accurate compared to
physical science because of so many uncontrollable
variables.
• Complex in nature
– MR carried out on human begins, who have tendency to
behave artificially when they know they are being
observed
• Inexperienced research staff
– Subjectivity is an important limitations in MR
– Very difficult to verify the results, which is main
characteristic of physical science

• Limitations of time
– Generally takes a long time to conduct. By the time results
are presented market situation may be changed.
• Subjectivity
– However objective a person, some time researcher might
engage in cheating or misrepresentation of facts or
sometimes mislead by respondents
– Also researcher might draw conclusion based on his past
experience.
• Time frame
– Top management may hold certain pre conceived opinions
on the outcome.
• Benefits Vs cost
– Benefits should out weight the cost
• Availability of resources
– Financial or human resource

Ethical issues in Business research

•
• Ethics address whether a particular action is right or wrong,
good or bad

• Using survey to sell products or fund raising

• Conducting unnecessary research

• Using findings & models developed for specific clients or projects

for other projects
• Formulating a research design more suited to researcher than
the client’s needs

• Disguising the purpose of the research

• Not maintaining anonymity of respondents

• Disrespecting privacy of respondents

• Misleading respondents

• Disguising observation of respondents

• Embarrassing or putting stress on respondents

• Designing overly long questionnaires, overly sensitive questions

• Using inappropriate sampling procedures & sample size

• Identifying & discarding unsatisfactory respondents

• Misrepresentation of findings

• The Research report shouldn’t

– Incomplete reporting,
– Misleading or Biased reporting
– Inaccurate reporting.