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V Research in common man¶s language refers to ³search for
Knowledge´
V Research helps in forecasting, which is very useful for managers
V Research help in formulation of policies and strategies

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V {or decision making
V Research is the basis for innovation
V Research identifies problem area
V Research helps in forecasting, which is very useful for managers
V Research help in formulation of policies and strategies
V masic research
V Applied research
V Empirical research
V Qualitative research
V Quantitative research
V Longitudinal research
V Simulation research
V ecision making
V {acilitates large scale production
V To determine pattern of consumption
V Complex market
V Problem solving
V istribution
V Sales promotion
V A Good Research Should me Systematic
V A Good Research Should me Logical
V A Good Research Should me Empirical
V A Good Researcher Is Replicable
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V Inadequate interaction
V Improper library management
V Lack of updating of libraries
V Systematic design , collection, anlysis , interpretation
and reporting of data and findings relevant to a
marketing situation facing the company
V R is not an exact science
V Complex in nature
V Inexperienced research staff
V Limitation of time
V Subjectivity
V Time frame
V ecision making
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V 6bservation
V {ormulates Hypothesis
V {uture Prediction
V Testing the hypothesis







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V ëalidity
V Reliability
 
   

 




V Investigators Role
V Inaccurate Measurement instrument
V Influence of measurement
V Time pressure
V Hypothesis testing
V Complexity of the subject
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V ëoluntary participation
V Informed consent
V Risk of harm
V Confidentiality
V Anonymity

Ethics & Clients

V No deliberate misrepresentation
V Ethically state the right methods
V Protection from unqualified researchers
V Confidentiality and privacy
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V A research problem refers to some difficulty which an
organization is facing and wants to obtain the solution for the
same.
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V Research methodology is a method to solve the research
problem systematically.

 

V ?hat the study is about?
V ?hy is the study made?
Ñ ?hat is its scope? Etcñ

 


 
V Problem formulation
V Evaluate the cost of research
V Preparing a list of needed information
V Research design decision
V Select the sample types
V etermine the sample size
V 6rganize the fieldwork
V Analysis of the data
   

  
  





  
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V ?ho is the focus?
V ?hat is the subject matter of research?
V To which geographical territory / area the problem refers to?
V To which period the study pertains to?
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V Research reports
V Research organization
V Professors
V Company employees and competitors
V Cultural changes and Technological changes
V Seminars / symposiums / focus groups
Ń Is the research problem correctly defined?
Ń Is the research problem solvable?
Ń Can relevant data be gathered through the process of marketing
research?
Ń Is the research problem significant?


 
Research design is simply a plan for a study. It is also called a blue print to
carry out the study.

Types of RD
1. Exploratory RD
2. Conclusive RD
a. Descriptive
b. Diagnostic
c. Experimental / causal research
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V Literature search

V Experience survey
V {ocus group
V Case studies
There are three methods in Conclusive research
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 Time Series Analysis) These are the
studies in which an event or occurrence is measured again and
again over a period of time. They are of two types.
i. True panel ii. 6mnibus panel.
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 {ield study; {ield survey

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conducted to establish
whether two or more variables are associated and their degree
of association.





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V escriptive research, will suggest the relationship if any between the
variable, but it will not establish cause and effect relationship between the
variable. Causal research do the same
V Types
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