The word research is composed of two syllables, re and search.

The dictionary defines the

former as a prefix meaning again, anew or over again and the latter as a verb meaning
to examine closely and carefully, to test and try, or to probe. Together they form a noun
describing a careful, systematic, patient study and investigation in some field of knowledge,
undertaken to establish facts or principles. (Grinnell 1993: 4)

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 RESEARCH
R = Rational Way of Thinking
E = Expert and Exhaustive treatment
S = Search for solution
E = Exactness of the facts
A = Analytical Analysis of adequate data
R = Relationship of facts
C = Careful and Critical Observation/ Condensed Compactly stated generalization
H = Honest and hard working
 What is Research?
Research refers to a search for knowledge. It is also defined as a scientific and systematic
search for pertinent information on a specific topic. In fact, research is an art of scientific
investigation.
Some people consider research as a movement, a movement from the
known to the unknown.

It is actually a voyage of discovery.

In short, the search for knowledge through objective and systematic
method of finding solution to a problem is called research.

Research refers to the systematic method consisting of enunciating the problem,

formulating a hypothesis, collecting the facts or data, analyzing the facts and
reaching certain conclusions either in the form of solutions towards the concerned
problem or in certain generalizations for some theoretical formulation.
 Research

Research is a scientific approach of answering a

research questions, solving a problem or generating
new knowledge through a systematic and orderly
collection, organization and analysis of information
with ultimate goal of making the research useful in
decision-making.
It is an art of scientific investigation.
Definition of Research
Examples
• Will the environment for long-run financing
be better five years for now?

• What kinds of training necessary for

production?

• A research for finding the way of ensuring

customer satisfaction of a product is a
business research.

• To explore the problems and prospects of

tea industry is an example of business
research.
Business Research
Business research is defined as the systematic and
objective process of gathering, representing and
analyzing data for aid in making business decisions.
The task of business research is to generate accurate
information about production, finance and marketing
etc for use in decision making.
The value of business research is that it reduces
uncertainty by providing information that improves the
decision-making process.
 Business Research

A process of determining, acquiring, analyzing, synthesizing, and disseminating

relevant business data, information, and insights to decision makers in ways that
mobilize the organization to take appropriate business actions that, in turn, maximize
business performance

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Purpose of Research

Reduce the level

of risk of a
business decision.

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Why Study Business Research?

Business research provides information to

guide business decisions

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Redefining Marketing
Research
Used to identify and
define market
opportunities and
problems
Generate, refine, and
evaluate marketing
performance
Monitor marketing
performance

Improve understanding
of marketing as a
process
Definition of Marketing
Research
What Market Research Does?
• Specifies the information necessary to
address these issues
• Manages and implements the data
collection process
• Analyzes the results
• Communicates the findings and their
implications
• Helps managers use this information to
make decisions
The motto of every researcher should be;

”Find it, tell it, like it is”

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 Trends and development that influences Research

New
NewResearch
Research Technological
Technological
Information Overload
Perspectives
Perspectives Connectivity
Connectivity

Computing
ComputingPower
Power&& Shifting
ShiftingGlobal
Global
Speed
Speed Economics
Economics

Factors
Factors

Battle
Battlefor
forAnalytical
Analytical Critical Scrutiny of
Talent
Talent Business

Government
GovernmentIntervention
Intervention

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 Language of Research

Conceptual
Conceptual
Concepts
Concepts Constructs
schemes
schemes

Operational
Operational
Models
Models definitions
definitions
Terms used
in research
Variables

Propositions/
Propositions/
Hypotheses
Hypotheses
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 Motivation in Research
• Desire to get a research degree along with its
consequential benefits
• Desire to face the challenge in solving the unsolved
problems
• Curiosity about new things
• Desire to get intellectual joy of some creative work
• Desire to be of service to society
• Directives of government
• Employment conditions/ better career opportunity
Objectives of Research

• To generate new knowledge.

• To gain familiarity or to develop a new
insight into some phenomenon.
• To investigate some existing situation or
problem.
• To construct or create a new procedure or
system.
• To explore and analyze more general issues.
• To test a hypothesis or theory.
• To identify patterns or trends related to the
problem.
 Importance of Knowing How Research is Done

In fact, importance of knowing the methodology of research or how research is done stems from

the following considerations:

(i)For one who is preparing himself for a career of carrying out research

(ii) Knowledge of how to do research will inculcate the ability to evaluate and use research results

with reasonable confidence

(iii) When one knows how research is done, then one may have the satisfaction of acquiring a

new intellectual tool which can become a way of looking at the world and of judging every day

experience.

(iv) The knowledge of methodology helps the consumer of research results to evaluate them and

enables him to take rational decisions.

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 3-21

A Variable Is the Property Being Studied

Event Act

Variable
Variable

Characteristic Trait

Attribute
 Characteristics of Good Research

Clearly
Clearlydefined
definedpurpose
purpose

Detailed
Detailedresearch
researchprocess
process

Thoroughly
Thoroughlyplanned
planneddesign
design

High
Highethical
ethical standards
standards

Limitations
Limitations addressed
addressed

Adequate
Adequateanalysis
analysis

Unambiguous
Unambiguous presentation
presentation

Conclusions
Conclusions justified
justified

Credentials
Credentials

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 3-23

Characteristics of The Scientific

Method
Direct
Direct observation
observation

Clearly
Clearly defined
defined variables
variables

Clearly
Clearly defined
defined methods
methods

Empirically
Empirically testable
testable

Elimination
Elimination of
of alternatives
alternatives

Statistical
Statistical justification
justification

Self-correcting
Self-correcting process
process
 Types of Research
1.Basic Research
2.Theoretical research
3.Applied Research
4.Action Research
5.Historical Research
6.Experimental Research
7.Field Research
8.Evaluative Research
9.Philosophical Research
10.Anthropological Research
11.Content Analysis Research
12.Empirical Research
13.Qualitative Research
14.Quantitative Research
15.Exploratory Research
16.Descriptive Research
17.Causal Research 24
 Categories of Research

Applied Basic (Pure)/

Fundamental

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 Characteristics of Pure Research
•It is based on the belief “ Knowledge for knowledge’s sake
•It involves collection and analysis of data to develop theory
•It leads to advancement of knowledge
•It takes place in sterile environment
•It is carried out for understanding theoretical relationship between
variables
•It is explanatory in nature
•It many not have immediate application 27
 Characteristics of Applied Research
•Applied research is normally based on a basic research.
•Applied research is related to save basic researchers.
• Applied research is practically used for human benefits.
•Applied research is well related to technology
•Applied research is almost market oriented.
•Applied research is the base of growing civilization.

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 Classification of Research
Problem-Identification Research
• Research undertaken to help identify problems
which are not necessarily apparent on the surface
and yet exist or are likely to arise in the future.
– Examples: market potential, market share, image, market
characteristics, sales analysis, forecasting, and trends
research.

Problem-Solving Research
• Research undertaken to help solve specific marketing problems.
– Examples: segmentation, product, pricing, promotion, and distribution
research.
Types of research designs
 Non-experimental study
 Experimental study
Non-experimental Study

A non-experimental study is one in which the researcher just describes

and analyzes researchable problems without any manipulation of the
situations.
Experimental research design

A research design in which the researcher

manipulates the situation and measures the
outcome of his manipulation is called
experimental research design.
Research Approaches
Qualitative Versus Quantitative
Research
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 Qualitative Vs. Quantitative
Research
Table 5.1
Qualitative Research Quantitative Research

Objective To gain a qualitative To quantify the data and

understanding of the underlyinggeneralize the results from the
reasons and motivations sample to the population of
interest
Small number of non-
Sample representative cases Large number of representative
cases
Unstructured
Data Collection Structured
Non-statistical
Data Analysis Statistical
Develop an initial understanding
Outcome Recommend a final course of
action
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Research Process
Research Process
Research process can be seen as consisting of major
sequential steps which are interdependent and iterative
Step 1: Defining the Problem

Step 2: Review of the Literature

Step 3: Developing an Approach to the Problem

Step 4: Formulating a Research Design

Step 5: Doing Field Work or Collecting Data

Step 6: Preparing and Analyzing Data

Step 7: Interpretation and Generalization of the Results,

Discussion, Recommendations, limitations and Future Research
Directions

Step 7: Preparing and Presenting the Report

Identifying the Problem

The first and foremost task in the entire

process of scientific research is to
identify a problem. We have countless
number of problems but all are not
qualify as research problems and thus
these do not need to be researched.
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Problem Definition
Non research problem

Non research problem is one that does

not require any research to arrive at a
solution. The answer to any question
raised in a non-research setting is almost
always obvious.
Examples

• Outbreak of cholera following a severe

flood is common phenomenon in
many countries.

• Reasons for sudden rise in prices of

many essential commodities following
the announcement of budget by the
finance minister need no
investigation.
Research Problem
A research problem is one which requires a researcher
to find out the best solution for the given problems.
Or A research problem is a perceived of difficulty, a
feeling of discomfort or a discrepancy between the
common believe and the reality.
Examples
It is found that in a locality the prevalence
of Diarrhea disease increased from 15% to
45%.
Now if we do not know the reason exactly,
then that is a research problem. But if it is
known that, it happened due to last flood,
then it id a non-research problem.
 Selecting of Research Problem

The research problem undertaken for study must be carefully selected. The
following points may be observed by a researcher in selecting a research
problem or a subject for research:

• Subject which is overdone should not be normally

chosen, for it will be a difficult task to throw any new
light in such a case.
• Controversial subject should not be chosen by average
researcher.
Selecting of Research Problem
• Too narrow or too vague problems should be
avoided.
• The subject selected for research should be
familiar and feasible, so that the related
research materials are within one’s reach.
• The importance of the subject, time, the
qualification and training of a researcher should
be considered.
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We can, thus, state the components1 of a research problem as under:
(i)There must be an individual or a group which has some difficulty or the
problem.
(ii) There must be some objective(s) to be attained at. If one wants nothing,
one cannot have a problem.
(iii)There must be alternative means (or the courses of action) for obtaining
the objective(s) one wishes to attain. This means that there must be at least
two means available to a researcher for if he has no choice of means, he
cannot have a problem.
(iv) There must remain some doubt in the mind of a researcher with regard to
the selection of alternatives. This means that research must answer the
question concerning the relative efficiency of the possible alternatives.
(v) There must be some environment(s) to which the difficulty pertains.

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Review of Relevant Literature
 Review of Literature
• A literature review is an evaluative report of information
found in the literature related to your selected area of study.
• The review should describe, summarize, evaluate and clarify
this literature. It should give a theoretical base for the
research and help you determine the nature of your research.
Works which are irrelevant should be discarded and those
which are peripheral should be looked at critically.
 Review of Literature
• A literature review is more than the search for information,
and goes beyond being a descriptive annotated bibliography.

• All works included in the review must be read, evaluated and

analyzed (which you would do for an annotated
bibliography), but relationships between the literature must
also be identified and articulated, in relation to your field of
research.
 Review of Literature
• In writing the literature review, the purpose is to convey to the
reader what knowledge and ideas have been established on a
topic, and what their strengths and weaknesses are. The
literature review must be defined by a guiding concept (eg.
your research objective, the problem or issue you are
discussing, or your argumentative thesis).
• It is not just a descriptive list of the material available, or a set
of summaries.
Review of Literature
In general, the literature review should:
• provide a context for the research
• justify the research
• ensure the research hasn't been done
before (or if it is repeated, that it is marked
as a "replication study")
• show where the research fits into the
existing body of knowledge
• enable the researcher to learn from
previous theory on the subject
Purpose
• illustrate how the subject has been
studied previously
• highlight flaws in previous research
• outline gaps in previous research
• show that the work is adding to the
understanding and knowledge of
the field
• help refine, refocus or even change
the topic
Review of Literature
 Importance of the literature Review

A review of previous documents to similar or

related phenomena is essential even for beginning
researchers. If the researcher is aware of earlier
studies of his topic or related topics, he will be in
much better position to asses the significance of
his own work.
 Reviewing of Literature
Importance / Necessity:
 It prevents researcher from duplicating work that

has done before.

 It prevents blind search.
 It helps to find out what others have learned and
reported on the problem.
 Reviewing of Literature
Importance / Necessity:
 It should provide with convincing argument for
why the particular research topic is needed.
 It helps researcher to become familiar with the
various type of methodology that followed by
others.
 Development of an Approach
This step includes formulating:
– An objective or theoretical framework,
– Analytical models,
– Research questions and hypotheses, and
– Identifying the information needed.

This process is guided by discussions with management, industry

experts, analysis of secondary data, qualitative research, and
pragmatic considerations etc.
 Research Design Formulation
A research design is a framework or blueprint for conducting the MR
project which:
– details the procedures for conducting research
– involves the following steps:
– Definition of the information needed
– Secondary data analysis
– Qualitative research
– Methods of collecting quantitative data
– Measurement and scaling procedures
– Questionnaire design
– Sampling process and sample size
– Plan of data analysis
Fieldwork or Data collection

Collecting data from field or from office, through

personal interview, by phone, through mail and
mail panel surveys with pre-recruited households
or electronically
– Proper selection, training, supervision, and
evaluation of the field force help minimize
data collection errors
Execution of the project
Data Preparation and Analysis
• It includes
» editing
» coding
» transcriptions
» verifications of data
Hypothesis Testing
Generalizations and Interpretation
Report Preparation and
Presentation
1) Overview
2) Importance of the Report and Presentation
3) The Report Preparation and Presentation
Process
4) Report Preparation
i. Report Format
ii. Report Writing
iii. Guidelines for Tables
iv. Guidelines for Graphs

5) Oral Presentation
6) Reading the Research Report
i. Addresses the Problem
ii. Research Design
iii. Execution of the Research Procedures
iv. Numbers and Statistics
v. Interpretations and Conclusions
vi. Generalizability
vii. Disclosure
7) Research Follow-Up
i. Assisting the Client
ii. Evaluation of the Research Process
Thank You All