2. Research Approaches
Quantitative
•Inferential- A data base used to infer characteristics
or relationships of population
•Experimental- Some variables are manipulated to
observe their effects on other variables
•Simulation- Construction of an artificial environment
within which relevant information can be generated,
model building for future problems
4. Good Research
•It is systematic: Structured, specific steps in
specific sequence with well defined rules
•It is logical: Guided by rules of logical reasoning
and logical process of induction and deduction
•It is empirical: Is related to real situation with
concrete data that provided for external validity
•It is replicable
5. Elements and Characteristics of
Scientific Research
• Methodology must be transparent
• Presupposes ethical neutrality
• Logical reasoning
• Based on absolute facts i.e. empirical
• Should cover all probable solutions
• Provide concrete basis for decision
making
• Conclusions are replicable
6. Deductive Research
• Logic is a culmination as a consequence
of certain reasoned facts
• Reason should be real and not a figment
of researcher’s judgment
• Conclusions must essentially be an
outcome of the same reasons
• E.g. Case: Rise in number of crimes, Rise
in the absolute percentage of crime per
1000 persons
7. Inductive Research
• No strong and absolute cause and effect
between the reasons stated and
inferences drawn
• Conclusion is beyond the facts stated
• E.g. Case: Increase in the aggression,
frustration with the system, No fear of
state leading to increase in crimes.
8. What is a Research Problem
• There must be an individual or a group or an
organization, to whom problem can be attributed
• There must be at least two courses of action
• There must be at least two possible outcomes
• The courses of action must provide some
chances of obtaining the objective, but they
cannot provide the same chance
• There must be some environment to which the
problem pertains
9. Selecting the Problem
• Subject which is overdone should not be
normally chosen
• Controversial subject should be avoided
• Too narrow or too vague problems should be
avoided
• The subject selected for research should be
familiar and feasible
10. Selecting the Problem
• The importance of the subject, the qualifications
and the training of the researcher, the costs
involved and the time factor should be
considered
• The selection of the problem should be
preceded by a preliminary study
11. Technique of Problem Definition
• Statement of the problem in a general way
• Understanding the nature of the problem
• Surveying the available literature
• Developing the ideas through discussions
• Rephrasing the research problem
12. Definition of Research Design
It is the arrangement of conditions for
collection and analysis of data in a
manner that aims to combine
relevance to the research purpose
with economy in procedure
13. Meaning of Research Design
• What is the study about?
• Why is the study being made?
• Where will the study be carried out?
• What type of data is required?
• Where can the required data be found?
• What periods of time will the study include?
• What will be the sample design?
• What techniques of data collection will be used?
• How will the data be analyzed?
• In what style will the report be prepared?
14. Parts of Research Design
• The sampling design
• The observational design
• The statistical design
• The operational design
15. Important concepts relating to
Research Design
• Dependant and independent variables
• Extraneous variable
• Control
• Confounded relationship
• Research hypothesis
16. Type of Research Design
Exploratory Research
Are formulative research studies. Purpose to
formulate a problem for more precise
investigation, developing hypothesis.
17. Type of Research Design
Descriptive /Diagnostic Research
Purpose is to describe the characteristics of an
individual, or a group.
Diagnostic studies determine the frequency with
which something occurs or its association with
something else.
Answers the question “who, what, when, where,
and how.”
18. Classification of Research Designs
• The degree to which the question has been crystallized
(exploratory or formal)
• The method of data collection (observational or
communicative)
• Purpose of the study (finding who, what, when and why)
• The time dimension (once or repetitive study)
• The topical scope (case study or statistical study)
19. Exploratory Research
• It is a preliminary investigation where the researcher is
not sufficiently knowledgeable
• The focus is to bring out different ideas relating to the
management problem
• It is generally based on readily available secondary data
• It is an informal and unstructured design
• It is independent of the size of the research
20. Exploratory Research
Two methods broadly classified as:
• Literature review or using of secondary
data
• Using qualitative methods
21. Exploratory Research
Objective of using secondary data:
• Identify the problem
• Better define the problem
• Develop an approach to the problem
• Setting the hypothesis
• Interpret the primary data more
meaningfully
22. Exploratory Research
Advantages of using secondary data:
• Readily available
• Cost effective
• Time saving
Disadvantages of using secondary data:
• Can be obsolete
• May be in different dimension
• Nature, objective, and method may be
different
26. Focus Group Discussion
• It is a formal discussion between representative samples on
a particular subject
• Ideally, the group should consist of 8-10 representatives
• The representatives should be homogeneous to have a
meaningful discussion
• It should be conducted by an experienced specialist whose
role is of a catalyst
• FGD is fast and cheap and is the method for generating the
hypothesis
• They are flexible in approach, direct and easily
understandable to the client
• The limitation is that the sample may be inadequate since it
may be drawn on the basis of convenience
27. Advantages of F G D
• Ability to quickly and inexpensively grasp the core
issues of a topic
• They are brief and extremely flexible
• Provide an opportunity to observe reactions to the
research questions in an open ended group setting
• They bring out surprise information and new ideas
28. Applications of F G D
• Understanding consumers’ perceptions, preferences
and behaviour concerning a product category
• Obtaining impressions of new product concepts
• Generating new ideas about older products
• Developing creative concepts and copy material for
advertisements
• Securing price impressions
• Obtaining preliminary consumer reaction to specific
marketing programs
29. Depth Interviews
• Unstructured and direct way of obtaining information
• Conducted on a one-to-one basis
• Personal interview of the respondent by a highly
skilled interviewer expert in probing
• Time duration can be from 30 minutes to one hour
30. Applications of Depth Interviews
• Discussions of confidential, sensitive, or
embarrassing topics
• Situations where strong social norms exist and the
respondent may be easily swayed by group
responses
• Detailed understanding of complicated behaviour
• Interviews with professionals
• Interviews with competitors unlikely to reveal
information in a group setting
• Situations where the product consumption
experience is sensory in nature like perfumes
31. Projective Techniques
Association technique
• Individual is presented with a stimulus and asked to
respond first thing that comes to mind
• Word association is the best technique
• Respondent provided with a list of words to choose the
fittest to describe the stimulus
• Underlying assumption is that association allows
respondent to reveal inner feelings about the stimulus
• Classification of response as favourable, unfavourable
or neutral
32. Projective Techniques
Completion technique
• Respond is asked to complete an incomplete stimulus
situation.
• Sentence completion is a common method
• E.g. Going to McDonald is to me…….
Construction technique
• Closely related to completion technique.
• Respondent required to construct a response in the
form of a story, dialogue, or description.
• Two main techniques are picture response and
cartoons
33. Projective Techniques
Expressive technique
• Responds are presented with a verbal or visual
situation and asked to relate feelings and attitude of
other people to situation
• Role playing and third person technique are two main
techniques
• In role play, respondent is asked to play the role or
assume the behaviour of someone else
• Respondents will project their own feelings in the
role
• In the third person technique, respondent may
assume to be a friend, neighbour, colleague or a
‘typical person’
34. Applications of Projective Techniques
• Obtain responses where respondents may be
unwilling or unable to give if purpose of study was
known
• In direct questioning, respondents may intentionally,
or unintentionally misunderstand, misinterpret, or
mislead the researcher
• Projective technique can increase the validity of
responses by disguising the purpose
• Useful when issues are personal, sensitive or subject
to strong social norms
• Useful when underlying motivation, beliefs, and
attitudes are operating at a subconscious level
35. Descriptive Research
• The focus of this research is to answer the “who, what, when,
where and how” of the management dilemma
• These studies are factual and can be complex at times
• They are formal and well structured and hence the research
process should be well defined in the planning stage
• Descriptive research can be of 2 types –
• Cross sectional studies which are concerned with a sample
of elements from a given problem
• Longitudinal studies which are based on panel data and
panel methods
