RESEARCH METHODOLOGY

Introduction

Business which have “extra information” are

more competitive.
 Meaning of research
• Systematic search for information on a
particular topic.
• Research comprises defining and redefining
problems, formulating hypothesis or suggested
solutions; collecting, organising and evaluating data;
making deductions and reaching conclusions; and at
last carefully testing the conclusions to determine
whether they fit the formulating hypothesis.
 Objective of research
• To gain familiarity with a phenomenon or to achieve
new insights into it (studies with this object in view
are termed as exploratory or formulative research
studies)
• To portray accurately the characteristics of a
particular individual, situation or a group (studies
with this object in view are known as descriptive
research studies)
 Contd..
• To determine the frequency with which something
occurs or with which it is associated with something
else (studies with this object in view are known as
diagnostic research studies).

• To test a hypothesis of a causal relationship between variables

(such studies are known as hypothesis-testing research
studies).
 The Importance of Information

Organisations and their research needs

• Marketing environment
• Competitors
• Customer needs and wants
• Strategic decision making
 Types of research
• Descriptive - The major purpose of descriptive
research is description of the state of affairs as it
exists at present. The main characteristic of this
method is that the researcher has no control over the
variables; he can only report what has happened or
what is happening.
• Ex- frequency of shopping, preferences of people
 Contd..
• Analytical research - the researcher has to use
facts or information already available, and analyze
these to make a critical evaluation of the material.

• Ex- analysis of past sales to data to make future

forecast.
 Contd..
• Applied research – The central aim of applied
research is to discover a solution for some pressing
practical problem.

• Ex- The marketing research used by companies.

• Fundamental research- Mainly concerned with
generalisations and with the formulation of a theory.
Also known as pure or basic research.

• Ex- Any mathematical research or a research in

physics to make general theory ( research on
gravitational force by Sir Newton).
 Contd..
• Quantitative vs. Qualitative - Quantitative research
is based on the measurement of quantity or amount. It is
applicable to phenomena that can be expressed in terms of
quantity. Qualitative research, on the other hand, is concerned
with qualitative phenomenon, i.e., phenomena relating to or
involving quality or kind. For instance, when we are interested
in investigating the reasons for human behaviour (i.e., why
people think or do certain things)
 Quantitative research
• This approach can be further sub-classified into
inferential,experimental and simulation approaches to
research.

• inferential approach – This usually means survey research

where a sample of population is studied (questioned or
observed) to determine its characteristics, and it is then
inferred that the population has the same characteristics.
 Quantitative research
• Experimental approach - is characterised by much
greater control over the research environment and in this case
some variables are manipulated to observe their effect on other
variables.

• Ex- changing the windoe display of the store and observing its
affect on customer walk- ins.
 Quantitative research
• Simulation approach- involves the construction of an
artificial environment within which relevant information and
data can be generated.

• Ex- introducing new fragrance in the store and observing the

store in different seasons.
 Contd..
• Conceptual research - Related to some abstract idea(s)
or theory. It is generally used by philosophers and thinkers to
develop new concepts or to reinterpret existing ones.

• Ex- Research done on any philosophical subject.

 Contd..
• Empirical research - It is data-based research,
coming up with conclusions which are capable of
being verified by observation or experiment.

• Ex- any scientific experiment done in a laboratory.

 The RESEARCH PROCESS
• What you want to find about
• How to go about finding the answer
 8 Steps in Research Process

1. Formulation of the Research Problem

2. Extensive Literature Survey
3. Developing the Objective
4. Preparing the Research Design including
sample Design
 8 Steps in Research Process

5. Collecting Data
6. Analysing the Data
7. Generalisation and Interpretation
8. Preparation of the Report or Presentation of
results –formal write ups of conclusions
reached.
 Step 1 Formulating the research
problems
• Sources of Research Problem
1. People- Individual , Organizations, Group ,
Communities
2. Problems- Issues , situation , association ,
needs
3. Program
4. Phenomena Cause and effect relationship
 Considering in Selecting a
Research problem
1. Interest.
2. Magnitude.
3. Measurement of Concepts .
4. Level of expertise.
5. Relevance.
6. Availability of data.
7. Ethical issues.
 Steps in the formulation of a
research Problem
Step 1. Indentify the broad filed or Subject area
Step 2 : Dissect the broad areas into sub areas
Step 3 : Select what is of most interest to you
Step 4 : Raise Research questions
Step 5 : Formulate Objective
Step 6 : Assess your objective
Step 7 : Double Check
 Step 1 Step 2 Step 3 Step 4
Dissect Raise questions
1. Profile of alcoholics Select 1. What impact has
Identify
2. The cause of alcoholism alcoholism on marital
Effects of alcoholism on relations?
3. The process of becoming an
Alcoholism the family 2. How does it affect the
alcoholic
4. The effects of alcoholism on various aspects of
the family children’s lives?
5. Community attitudes 3. What are the effects
towards alcoholism on the family’s
finances?
6. The effectiveness of a
treatment model, etc.

Step 7 Step 6 Step 5

Formulate objectives
Double-check Make Sure
1. That you are really interested in Main objective:
Assess these objectives in the light
the study To find out the effects of alcoholism on the
of :
2. That you agree with the family
• The work involved
objectives Specific objectives:
• The time available to you
3. That you have adequate 1. To ascertain the impact of alcoholism on
• The financial resources at your
resources martial relations
disposal
4. That you have the technical 2. To determine the ways in which
• Your (and your research
expertise to undertake the study alcoholism affects the different aspects
supervisor’s) technical of children’s lives
expertise in the area
3. To find out the effects of alcoholism on
the financial situation of the family, etc.
 Step 2 : Literature Survey
• Its function are
a. Bring Clarity and focus to your Research
Problem
b. Improve your Methodology
c. Broaden your Knowledge base in your
research area.
d. Contextualise your Findings
 Step 2 : Literature Survey

1. Sources
• Books
• Journals
2. Review the Literature Selected .
3. Develop a theoretical framework.
 Step 2 : Literature Survey
• For Book
• Surname of Author , name or two Initials ,
Title taken from title page-underlined or in
italics, Edition ( if more than one ), volume if
more than one ,Year and place of publication ,
publishers , date on title page or copyright date
• E.g Kothari, C.R. Research Methods –
Methods and Techniques , 1989 ,New Delhi
 Step 3 : The Formulation of
Objectives
• Objectives are the goals you set out to attain in
your study
• Main objective
• Sub Objective
 Step 3 : The Formulation of
Objectives
• The objective Should start with words such as
‘To determine’
‘To find out ’
‘‘To ascertain ’
‘To measure’
‘To explore’
 Characteristics of Objectives

Identify the
Identify the
main variables
Clear
+ Complete
+ Specific
+ to be + direction of the
relationship
correlated

Descriptive studies

Correlational studies (experimental and non-experimental)

Hypothesis-testing studies
 Step 4 :Preparing the Research
Design including sample Design
 Meaning of Research Design

• 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.
– the design includes an outline of
• what the researcher will do
• from writing the hypothesis and
• its operational implications
• to the final analysis of data.
 The design decision happen to be in respect of:

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?
 Research design: Different parts:

• Sampling design
– which deals with the method of selecting items to
be observed for the given study;
• Observational design
– which relates to the condition under which the
observations are to be made;
• Statistical design
– which concern with the question of how many
items are to be observed and
– how the information and data gathered are to be
analyzed; and
• Operational design
– which deals with the techniques by which the
procedure specified in the sampling, statistical and
observational design can be carried out
 Type of study
Research Design
Exploratory of Descriptive/Diagnostic
Formulative
Overall design Flexible design (design Rigid design (design must
must provide opportunity make enough provision for
for considering different protection against bias and
aspects of the problem) must maximize reliability

(i) Sampling Design Non-probability sampling Probability sampling design

design (purposive or (random sampling)
judgement sampling)

(ii) Statistical Design Non pre-planned design for Pre-planned design for
analysis analysis

(iii) Observational Design Unstructured instruments Structured or well thought

for collection of data out instruments for
collection of data.

(iv) Operational Design No fixed decisions about Advanced decisions about

the operational procedures operational procedures.
 Important features of a research design
• It is a plan that specifies
– the sources and
– types of information relevant to the research
problem.
• It is a strategy specifying
– which approach will be used for gathering and
analyzing the data.
• It also includes the time and cost budgets since most
studies are done under these two constraints.
 Research design must contain

• A clear statement of the research problem

• Procedures and techniques to be used for
gathering information
• The population to be studied
• Methods to be used in processing and
analysis data.
 Features of a Good Design
• Flexible
• Appropriate
• Efficient
• Economical
A research design appropriate for a particular research problem,
usually involves the consideration of the following factors:
• the means of obtaining information
• the availability and skills of the researcher and his staff, if any;
• the objective of the problem to be studied;
• the nature of the problem to be studied; and
• the availability of time and money for the research work.
Basic Concepts in Measurement
• Measurement: determining how much of a
property is possessed by an object
• Properties: specific features or
characteristics of an object that can be used
to distinguish it from another object
– Objective properties are physically
verifiable
– Subjective properties are mental
constructs
Scale Characteristics Determine the
Level of Measurement
Scale Characteristics Determine the
Level of Measurement
Levels of Measurement Scales
Levels of Measurement Scales