Professional Documents
Culture Documents
Objective
To help in Decision Making
Business Research
Is a systematic inquiry that provides information to guide managerial decisions. It is a process of planning, acquiring, analyzing, and disseminating relevant data and insights to decision makers so that they can maximize business performance.
This enquiry might lead to validating existing postulates or arriving at new theories and models.
Example
TVS Nestle Boeing (preference for smaller planes) Toyota (toyota/Lexus under 30s group --- Scion ---live concerts) Blackberry
BUSINESS RESEARCH
BASIC RESEARCH
APPLIED RESEARCH
EXPLORATORY RESEARCH
CONCLUSIVE RESEARCH
DESCRIPTIVE RESEARCH
CAUSAL RESEARCH
Basic research : the basic premise is the need to KNOW and the concern is primarily academic in nature. Applied research: Solution or action oriented research, that is contextual and practical in approach.
Exploratory research is loosely structured and the basic premise is to provide direction to subsequent, more structured method of enquiry. Conclusive research is structured and definite in orientation. These studies are usually conducted to validate formulated hypotheses and specified relationships.
CONCLUSIVE RESEARCH Well structured and systematic in design Are flexible and investigative in Have a formal and definitive methodology methodology that needs to be followed and tested Do not involve testing of hypotheses Most conclusive researches are carried out to test the formulated hypotheses Findings might be topic specific and Findings are significant as they have a might not have much relevance outside theoretical or applied implication. the researchers domain
Descriptive research: The main goal of this type of research is to describe the data and characteristics about what is being studied. Causal research: Explores the effect of one or more variables on other variable(s), with reasonable level of certainty by controlling the impact of other influencing variables
The Research Framework Research Design Data Collection Plan Sampling Plan
Instrument Design
Pilot Testing
Data Collection
Research Reporting
Marketing
Market & consumer analysis, Product research, Pricing research, Promotional research New product research (idea generation / screening / concept development / business analysis / product development / test marketing / launch) Product life cycle research Product Mix Research (package designs / branding / after sales service)
In finance
Asset pricing, capital markets and corporate finance, Financial derivatives and credit risk modeling research, Market-based accounting research , Auditing and accountability, financial forecasting, behavioural finance, volatility analysis
In human resources
Training & development studies
Research Methods
All those methods / techniques that are used for conduct of research. These include the methods of collection of data, methods of establishing relationships and evaluating the accuracy of the same.
Research Methodology
Is a way to systematically solve the research problem. It includes research methods and the logic behind the methods used in the context of the research study
Ethics
Treatment of Respondents Anonymity protected Collection of data corrected No use of ultra violet ink / one way mirrors / hidden tape recorders / fake long distance calls Fake research firms
Treatment of Clients
Confidentiality Methods accurately mentioned Competitors research not undertaken Objectivity Right to Quality Research
Research Process
Problem Definition Research Design Field Work
Data Analysis and Interpretation
2007 revenues were $6 billion plus Market share 50 % in the heavyweight category Distributors were pushing build more Co. mgt was more risk averse than risk prone Discussion with experts brand loyalty was imp
Conducted focus groups - bikes were for recreation (also owned SUVs) Forecasts - consumer spend to increase till 2015
MQ : should HD invest to produce more motorcycles ? Wanted to find out Who ? What ? How ? Loyal ?
Research Questions
Can the motorcycle buyers be segmented based on psychographic characteristics ? H1 : there are distinct segments of motorcycle buyers H2 : each segment is motivated to own a Harley for a different reason H3: Brand loyalty is high among HD customers in all segments
Qualitative & quantitative research was conducted Focus groups & 16,000 mailers
All customers wanted to own a Harley signified independence, freedom and power H2 not accepted H3 accepted Decision taken to invest in a larger production facility
Contd
2. Informal Investigation (pilot survey) discussion with selected customers, dealers, top management personnel and others connected to the problem.
Formulation of Hypothesis
A tentative theory or supposition provisionally adopted to explain certain facts and guide the investigation of others. Descriptive Hypothesis : Is over half of MR book sales to MBA students ? Relational Hypothesis : High MR book sales MBA students is due to it being a 3 credit course
Research Design
Basic framework which provides guidelines for the rest of the research process
Qualitative Research
- Tells the researcher how(process) and why(meaning) things happen as they do - Develops understanding - Acts as a guide for Quantitative Research
Indirect (Disguised)
Focus Groups
Depth Interviews
Projective Techniques
Association Techniques
Completion Techniques
Construction Techniques
Expressive Techniques
Via
Secondary data (Internal & external / syndicated data/ databases) Literature surveys Experience surveys Analysis of selected cases Focus groups
A focus group is an interview conducted by a trained moderator in a non structured and natural manner with a small group of respondents. The moderator leads the discussion Purpose gain insights by listening to a group of people from the appropriate target market about issues of interest to the moderator.
Eg : Ford (Taurus) door latches Whirlpool : new refrigerator a quieter one the quietest one ever
2009 Honda Pilot SUV -Baby boomers : family life was imp / friendships / getaway vacations / fitness /no midlife crisis
Characteristics
8 12 members Homogeneous, members screened 1-3 hours Recorded (audio / video) Moderator observational, interpersonal and interpersonal skills , knowledge Relaxed informal setting
Moderator
Detached / empathetic Permissive but alert Must encourage people to talk People should be more specific Encourage unresponsive members to talk
Determine the objectives State the questions to be answered by the focus groups
Outline - handout Result is reviewed Reports specific comments, concerns suggested by facial expressions and body language Cannot report in frequencies / % most participants thought
Projective Techniques
Focus groups and depth interviews are direct approaches / PT disguise the purpose 1. Association techniques 2. Completion 3. Construction 4. Expressive
Association techniques
Respondent is presented with a stimulus and asked to respond with the first thing that comes to mind
Example
Stimulus washday fresh Pure scrub filth family towels Mrs M everyday And sweet air Husband does This neighborhood squabbles dirty Mrs C ironing clean soiled Clean dirt children wash
Imagery Associations
Show people an image, or ask them to bring or select an image. Images are pictures, drawings, or illustrations. Then, ask people to describe the image. Ask how it links to a product, brand, object, or person. Also, ask the respondents to imagine an image and describe it.
Please select a picture that best represents product X. How does the picture speak about product X? How does the image describe product X? What does each person in this picture feel about brand Y? Ask several follow-up questions about how the association relates, and probe to clarify.
Personification Associations
Personification asks respondents to give human characteristics to products, services, or brands. If your Volvo could talk, what would it say to you? If brand X were a person, what would he or she look like?
How does your digital camera feel about you? Personification is fun. The challenge of personification is interpretation of data and analysis. Use associations to understand imagery and stimulate memory recall.
A cell phone is like a best friend. My cell phone is part of my body. A cell phone is like my wallet. I would never leave home without it. A cell phone is like a lifeline now. Leaving it behind is like cutting off the oxygen supply. A cell phone is like a leash.
The results show cell phones are a necessity for a segment of consumers. A minority find them annoying.
Story Completion
Story completion
A man was shopping for a business suit in his favorite department store. After spending 45 minutes and trying several suits, he finally picked one he liked. As he was proceeding to the check-out counter, he was approached by the salesperson who said: Sir, at this time we have higher quality suits for the same price. Would you like to see them? What is the customer response? Why?
Qualitative Research Methods
Construction Techniques
With a picture response, the respondents are asked to describe a series of pictures of ordinary as well as unusual events. The respondent's interpretation of the pictures gives indications of that individual's personality.
A Cartoon Test
Auchan
Auchan
In cartoon tests, cartoon characters are shown in a specific situation related to the problem. The respondents are asked to indicate what one cartoon character might say in response to the comments of another character. Cartoon tests are simpler to administer and analyze than picture response techniques.
Expressive Techniques
Expressive Techniques
In expressive techniques, respondents are presented with a verbal or visual situation and asked to relate the feelings and attitudes of other people to the situation.
The subject may express himself more freely than when expressing his own beliefs. However, societal norms may also influence research subjects why may not have given much thought to their own attitudes. One way of using a construction projective technique is for the researcher to ask a subject to fill in a bubble to represent what a certain character is thinking.
Role Playing
Ask respondents to assume a role and act the part. If you were the product manager, what would you do to improve the product? If you were the CEO of this company, what would you do to reduce customer complaints?
If you were the creative director, what would your ad say? If you were in your friends shoes, what would you do? Use role-playing when asking for product or advertising recommendation
Third-person technique
The respondent is presented with a verbal or visual situation and the respondent is asked to relate the beliefs and attitudes of a third person rather than directly expressing personal beliefs and attitudes. This third person may be a friend, neighbor, colleague, or a typical person.
With this technique, you ask respondents to describe what other people are doing, thinking, feeling, believing, and saying. Ask respondents to project to a third-party. What does your friend think about brand X? What does company X think about you? Who uses brand X? What is the real reason they use it?
Ask follow-up questions and probe answers, using the third person. Use third-party projections for sensitive subjects. In other words, when people hide or deny their real thoughts, feelings, or beliefs.
Case
The fear of flying increased in the US after the Sept 11, 2001 hijackings. Air Transport Association (ATA) reported that passenger bookings were down. Continental Airlines suffered a much lower drop.
Respondents were asked Are you afraid of flying . Most respondents said no. Reasons for not flying were cost , bad weather etc. A follow up study was conducted Do you feel your neighbor is afraid to fly? Answer was affirmative.
CA addressed the fear of flying by stressing heightened security measures and enhanced cabin comforts for passengers
Depth Interviews
One to one interaction between the investigator and the respondent. It is semi structured, direct, conversational and recorded.
Open-ended Questions: Questions should be worded so that respondents cannot simply answer yes or no, but must expound on the topic.
Semi-structured Format: Although you should have some preplanned questions to ask during the interview, you must also allow questions to flow naturally, based on information provided by the respondent. You should not insist upon asking specific questions in a specific order. In fact, the flow of the conversation dictates the questions asked and those omitted, as well as the order of the questions
Seek understanding and interpretation: You should try to interpret what you are hearing, as well as seek clarity and a deeper understanding from the respondent throughout the interview.
Conversational: You should be conversational, but your role is primarily that of a listener. There should be smooth transitions from one topic to the next.
Recording responses: The responses are recorded, typically with audiotape and written notes (i.e., field notes)
Record observations: You observe and record non-verbal behaviors on the field notes as they occur.
Record reflections: You record your views and feelings immediately after the interview as well