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1. Complete Research Process

2. What Research Is Not
• Research isn’t information gathering:
– Gathering information from resources such books or
magazines isn’t research.
– No contribution to new knowledge.
• Research isn’t the transportation of facts:
– Merely transporting facts from one resource to another
doesn’t constitute research.
– No contribution to new knowledge although this might
make existing knowledge more accessible.

3. What Research Is
• Research is:
“…the systematic process of collecting and analyzing
information (data) in order to increase our understanding
of the phenomenon about which we are concerned or
interested.”1
Research is like a journey

4. ESSENTIALS OF A RESEARCH
When you say that you are undertaking a research study to find answers to a
question, you are implying that the process;
1.is being undertaken within a framework of a set of philosophies ( approaches);
2.uses procedures, methods and techniques that have been tested for their
validity and reliability;
3. is designed to be unbiased and objective .
Philosophies means approaches e.g. qualitative, quantitative and the academic
discipline in which you have been trained.
Validity means that correct procedures have been applied to find answers to a
question. Reliability refers to the quality of a measurement procedure that
provides repeatability and accuracy.
Unbiased and objective means that you have taken each step in an unbiased
manner and drawn each conclusion to the best of your ability and without
introducing your own vested interest. (Bias is a deliberate attempt to either conceal or highlight
something).

7. Research is never ending
process. It is a cyclical
process.

8. Types of Research
Descriptive
Correlational
Explanatory
Exploratory
Descriptive research - attempts to describe systematically a
situation, problem, phenomenon, service or programme, or provides
information about , say, living condition of a community, or
describes attitudes towards an issue.
Correlational research - attempts to discover or establish the
existence of a relationship/ interdependence between two or more
aspects of a situation.

9. Explanatory research- attempts to clarify why and how
there is a relationship between two or more aspects of a
situation or phenomenon.
Exploratory research- is undertaken to explore an area
where little is known or to investigate the possibilities of
undertaking a particular research study (feasibility study
/ pilot study).
In practice most studies are a combination of the first
three categories.

12. COMPLETELY
CERTAIN
ABSOLUTE
AMBIGUITY
CAUSAL OR
DESCRIPTIVE
EXPLORATORY
Uncertainty Influences
The Type Of Research

13. Exploratory Research Descriptive Research Causal Research
(Unaware of Problem)(Aware of Problem) (Problem Clearly Defined)
“Our sales are declining and “What kind of people are buying “Will buyers purchase more of
we don’t know why.” our product? Who buys our our products in a new package?
competitor’s product?”
“Would people be interested “Which of two advertising
in our new product idea?” “What features do buyers prefer campaigns is more effective?”
in our product?”
possible situation
Degree of Problem Definition

14. Exploratory Research Techniques
Three Examples
• Secondary data (historical data)
– Previously collected for another purpose
– Literature survey
– Databases (e.g., www.census.gov)
• Pilot study
– A number of diverse techniques
• Focus Groups
– 6 to 10 people in group dynamics session

15. Descriptive Research Example
Femina magazine average customer:
• Women
• About 35 years old
• Household income of about Rs 3.5 lakhs
• Graduates or above
• Trying to juggle children and a job

16. Descriptive Research Example
Men’s fragrance market:
• 1/3 size of women’s fragrance market
• But growing at a faster pace
• Women buy 80 % of men’s fragrances
• Men select fragrance from choice of 4-5
while women choose from as many as 10.

17. Causal Research
• In this study the effects of a training program
administered (IV) are evaluated using pre- and
post-observations of the participants'
managerial skills (DV).
• The control group received …no management
training. The experimental group received
feedback and management training…
• The results of the study indicated that training
enhanced the effectiveness of managerial
skills.
• A study of the impact of training in a management development
program based on 360 feedback, Robert T. Rosti Jr, Frank Shipper,
Journal of Managerial Psychology 1998.

18. Identifying Causality
• Can NEVER prove causality.
• Evidence of causality:
1. The appropriate causal order of events
2. Interdependent variation--two phenomena
vary together
3. An absence of alternative plausible
explanations
• Often Use Experiments or Model building
in Causal Research

19. Classify in terms of exploratory,
descriptive or causal research
• Predicting the stock prices of RIL in 2013;
• Which of the two training programs is more
effective?
• How does the culture effect leadership at our
branches globally?
• Investigating reactions to a new taxation policy
• Identifying target-market demographics of a new
shopping mall
• To understand the relationship between customer
satisfaction and brand loyalty

20. THE RESEARCH PROCESS
The research process is similar to undertaking a journey. For a research
journey there are two important decisions to make-
1) What you want to find out about?
or what research questions (problems) you want to find answers to;
2) How to go about finding their answers?
There are practical steps through which you must pass in your research
journey in order to find answers to your research questions.
The path to finding answers to your research questions constitutes
research methodology.
At each operational step in the research process you are required to choose
from a multiplicity of methods, procedures and models of research
methodology which will help you to best achieve your objectives.

21. Stages of the Research Process
Problem Discovery
and Definition
Research
Design
Sampling
Data
Gathering
Discovery and
Definition
Conclusions and
Report
Data Processing
and Analysis
and so on

22. Research Stages
• Cyclical process - conclusions generate new
ideas
• Stages can overlap chronologically
• Stages are functionally interrelated
– Forward linkages
– Backward linkages

23. Problem
discovery
Problem definition
(statement of
research objectives)
Problem Discovery
and Definition
Secondary
(historical)
data
Experience
survey
Pilot
study
Case
study
Selection of
exploratory research
technique
Selection of
basic research
method
Experiment Survey
Observation Secondary
Laboratory Field Interview Questionnaire Data Study
Selection of
Sample Design
Sampling
Probability Nonprobability
Collection of
data
(fieldwork)
Editing and
coding
data
Data
processing
Interpretation
of
findings
Report
Data
Gathering
Data
Processing
and
Analysis
Conclusions
and Report
Research Design

24. Stages In The Research Process
• Problem Discovery and Problem Definition
• Review of Literature
• Research Design
• Sampling
• Data Gathering
• Data Processing and Analysis
• Conclusions And Report

25. “The formulation of the problem
is often more essential than its
solution”
By Albert Einstein

26. Problem Discovery
• First and probably most important step
• Too often neglected leading to costly errors
• Provides direction for the project
• Problem, opportunity, or monitor operations
• Discovery before definition

27. State the research questions and
research objectives
Hypothesis:
A statement that can be refuted by empirical data.
It’s an intelligent assumption.
Examples:-
1. Employees who are better trained have higher levels of
job satisfaction
2.Women make better HR managers compared to men
3. There is a relationship between technology upgradation
and transmission losses

28. Considerations in selecting a research problem
These help to ensure that your study will remain manageable and that you
will remain motivated.
1.Interest: a research endeavour is usually time consuming, and involves
hard work and possibly unforeseen problems. One should select topic of
great interest to sustain the required motivation.
•Magnitude: It is extremely important to select a topic that you can manage
within the time and resources at your disposal. Narrow the topic down to
something manageable, specific and clear.
•Measurement of concepts: Make sure that you are clear about the
indicators and measurement of concepts (if used) in your study.
2.Level of expertise: Make sure that you have adequate level of expertise
for the task you are proposing since you need to do the work yourself.

29. 5. Relevance: Ensure that your study adds to the existing body
of knowledge, bridges current gaps and is useful in policy
formulation. This will help you to sustain interest in the study.
6. Availability of data: Before finalizing the topic, make sure
that data are available.
7. Ethical issues: How ethical issues can affect the study
population and how ethical problems can be overcome should
be thoroughly examined at the problem formulating stage.

30. Steps in formulation of a research problem:
Step 1: Identify a broad field or subject area of interest to you.
Step 2: Dissect the broad area into sub areas.
Step 3: Select what is of most interest to you.
Step 4: Raise research questions.
Step 5: Formulate objectives.
Step 6: Assess your objectives.
Step 7: Double check.

31. Research Design
• Master plan
• Specifies methods and procedures
• Framework for action

32. Basic Research Methods
• Surveys
– Interview
– Questionnaire
• Experiments control conditions so that one or
more variables can be manipulated to test a
hypothesis
– Field
– Laboratory
• Secondary data
• Observation- visible or hidden

33. Selecting a Sample
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34. Sampling
• Who is to be sampled?
• How large a sample?
• How will sample units be selected?
– Probability Samples – every member of the
population has a known, nonzero probability of
being selected
– Nonprobability Samples

35. Types of Sample Designs
• Probability
• Simple random
• Systematic
• Stratified
• Cluster
• Non Probability
• Convenience
• Judgmental
• Snowball
• Quota
• Opt-in
• Panel

36. Data Gathering Stage
• Focus on error minimization
• Pretesting

37. Data Processing and Analysis
• Editing
Checking the data collection
forms for omissions, legibility
and consistency
• Coding
Rules for interpreting,
categorizing and recording
the data

38. Conclusions And Report Writing
• Effective communication of the research
findings
• Usually includes making recommendations
• “What does this mean to management?”-
Managerial Implications
• Provides direction
for future research.

39. Exercise: Translate Problems into
objectives and hypothesis
• Food catering to employees is consuming a lot of
time and effort.
• Sales of our Irons and Kettles are 40% higher than
our Ovens (OTG & MWO) appliances range.
• We’ve got permission from the government and
we need to start our operations- A large grocery
retailer
• Few customers are using our on-line banking
products

40. Research Proposal
• A written statement of the research design
that includes a statement explaining the
purpose of the study.
• Detailed outline of procedures associated
with a particular methodology

41. Exercise for Session I & II
The income tax department would like to
increase its tax collection. At the same time
it would also like to improve its service
quality.
Prepare a Research Proposal in line the
Research Process described in this session.

42. Questions??