1. Research Methodology

2. Meaning of Research
The Advanced Learner’s Dictionary of Current
English lays down the meaning of research
as “a careful investigation or inquiry
specially through search for new facts
in any branch of knowledge.”
Redman and Mory define research as a
“systematized effort to gain new
knowledge.”

3. Nature & Scope of Business
Research
Business Research covers a wide range of
phenomena –
- For managers the purpose of research is
to fulfill the need for knowledge of the
organization , market ,economy or another
area of uncertainty .

4. For Example :-
FINANCIAL MANAGER :- “Will the
environment for long term financing be
better 2 years from now ?”
HR MANAGER :- “What kind of training is
necessary for production employees?”
MARKETING MANAGER :- “How can I
monitor my retail sales and retail trade
activities “

5. Business Research helps decision
makers shift from intuitive
information gathering to systematic
and objective investigation

9. Scope & Its applications in different
functions of management
 1. Advertising Research
 a. Motivation research
 b. Copy research
 c. Media research
 d. Studies of advertisement effectiveness

10. 2. Business economic and corporate
research
a. Short range forecasting
b. Long range forecasting
c. Studies of business trends
d. Pricing studies
e. Plant and warehouse location studies
f. product mix studies
g. Acquisition Studies
h. Export and international studies
i. Others
3. Corporate responsibility research
a. Consumers’ “ rights to know” studies
b. Ecological impact studies
c. Studies of legal constraints
d. Social values and policies studies
e. Others
4. Product research
5. Packaging research

11. 6. Sales and market research
a. Measurement of market potential
b. Market share analysis
c. Sales analysis
d. Establishment of sales quotas &
territories
e. Distribution channel studies
f. Test markets
g. Consumer panel operation
h. Sales compensation studies
I Promotional studies
j. Others