8/6/2019 OR FINAL

1/31

8/6/2019 OR FINAL

2/31

RESEARCH PROCESS

WISH TO DO RESEARCH

FORMULATING AND CLARIFYING RESEARCH PROBLEM

REVIEW OF THE LITERATURE

REVIEW THEORIESREVIEW PREVIOUS PROJECTS

HYPOTHESIS FORMULATION

DESIGN RESEARCH

LOOKING AT ETHICAL AND ACCESSISSURES

8/6/2019 OR FINAL

3/31

SAMPLING

SECONDRY DATA

OBSERVATION

SEMI STRUCTURED AND INDEPTHINTERVIEW

QUESTIONNAIRS

DATA ANALYSIS

QUANTITATIVEMETHODS

DATA COLLECTION

8/6/2019 OR FINAL

4/31

QUALITATIVE

METHODS

GENERALIZATION

REPORT WRITING

REPORT SUBMISSION ANDPRESENTATION

8/6/2019 OR FINAL

5/31

RESEARCH REPORTRESEARCH REPORTy A research report is:

y a written document or oral presentation based on awritten document that communicates the purpose,scope, objective(s), hypotheses, methodology,findings, limitations and finally, recommendationsof a research project to others.

y The last stage of a marketing research process.;

y It is more than a summary of findings; rather it is a recordof the research process.

y The researcher has to convince the client [andothers who may read the report] that the researchfindings can be acted on for their own benefit.

5

8/6/2019 OR FINAL

6/31

Types of Research Report ITypes of Research Report IyAny research report contains:

y descriptions on methodology,

y results obtained,

y and recommendations made.

y The basic orientation of a research reportdepends on its audience. Before writing thereport

y the researcher must know his or her audience;y he/she may have to make assumptions about the

composition, background and interests of thetarget readers.

6

8/6/2019 OR FINAL

7/31

Types of Research Report IITypes of Research Report IIy Two types of reports:-

y Technical Report: suitable for a target audience ofy researchers, research managers or other people familiar

with and interested in the technicalities such as researchdesign, sampling methods, statistical details etc.,

y Popular Report: suitable for:y a more general audience, interested mainly in the

research findings as it is non-technical in nature.

y

The writing style is designed to facilitate easy andrapid reading and understanding of the researchfindings and recommendations.

7

8/6/2019 OR FINAL

8/31

REPORT PREPARATION AND PRESENTATION PROCESSREPORT PREPARATION AND PRESENTATION PROCESS

8

Pre-report

Writing

Activities

Report

Writing

Activities

Post

Report

Writing

Problem Definition,Research Designand Methodology

DataAnalysis

Interpretation oResearchfindings

ReportPreparation

OralPresentattion

Reading of theReport by the

client

RESEARCHFOLLOW-UP

8/6/2019 OR FINAL

9/31

Albert Einstein

8/6/2019 OR FINAL

10/31

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 buyerspurchase more of

we dont know why. our product? Who buys our our products in a new

package?

competitors 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?

Degree of Problem Definition

8/6/2019 OR FINAL

11/31

Research Designy Framework for action

y Specifies methods and procedures

y Steps:

Secondary data analysis

Questionnaire design

Plan of data analysis

8/6/2019 OR FINAL

12/31

Data Gathering Stage

8/6/2019 OR FINAL

13/31

Data Processing and Analysis

8/6/2019 OR FINAL

14/31

Interpretation of the research findings..

y the interpretation of the results of dataanalysis in light of:y

the marketing research problem investigated,y and the research design and methodology

followed.

y The research report is a means ofcommunication that can be understood,believed, trusted by everyone who are likelyto be affected by the research, and acted uponby the decision maker.

14

8/6/2019 OR FINAL

15/31

Before writing the reportBefore writing the reporty the researcher should discuss: the major

findings, conclusions, and recommendationswith the key decision makers.y necessary to ensure that the report meets the client's

needs and is ultimately accepted.

y The entire marketing research project:y should be summarized in a single written report or in

several reports addressed to different readers.y should present the findings in such a way that they

can be used directly as input into decision making.

15

8/6/2019 OR FINAL

16/31

Report FormatReport Format

y No universally accepted standard format or stylefor research writing. Different researchers may

prepare their reports differently.y The personality, background, expertise, and

responsibility of the researcher and those of thedecision maker for whom the report is written interactto give each report a unique character.

y Report formats are likely to vary with the nature of theproject itself. However, the research report closelyresembles the steps of the marketing research process.

16

8/6/2019 OR FINAL

17/31

Most research reports include the following elements:Most research reports include the following elements:

I. Title pageII. Letter of transmittalIII. Table of contentsIV. List of tables

V. List of graphs VI. List of appendices VII. List of exhibits VIII. Executive summary

a. Major findingsb. Conclusionsc. Recommendations

IX. Introductiona. Background to the

problem

b. Statement of theproblem X. Approach to theproblem

XI. Research designa. Type of research designb. Information needsc. Data collection from secondary sourcesd. Data collection from primary sourcese. Scaling techniquesf. Questionnaire development andpretesting

g. Sampling techniquesh. Field work

XII. Data analysisa. Methodologyb. Plan of data analysis

XIII. Results

XIV. Limitations and caveats

XV. Conclusions and recommendationsXVI. Appendix

a. Questionnaires and formsb. Statistical outputc. Lists

17

8/6/2019 OR FINAL

18/31

Oral PresentationOral PresentationyGenerally, an oral presentation

supplements the written report.

y The client should be given adequate timeto read the report.y If necessary, the researcher should assist the

client in understanding the report, implementing

the findings, undertaking further research, andevaluating the research process in retrospect.

18

8/6/2019 OR FINAL

19/31

8/6/2019 OR FINAL

20/31

Oral PresentationOral Presentation

y Should be carefully prepared keeping the audience inmind.

y A good presentation does not mean a lengthypresentation.

y

Carefully selected visual aids such as graphs, tables,charts, maps etc. help presentation.

y However, Too many visual aids, particularly statistical tables,could often be boring and may not serve any purpose.

y During oral presentation, people may seek clarification.

y

The speaker must be patient and should not show signs of angeror frustration. He or she should be natural, establish eyecontact with the audience, and interact with them.

y Body language and descriptive gestures are also quite useful.

20

8/6/2019 OR FINAL

21/31

8/6/2019 OR FINAL

22/31

APPLICATIONSy GATHER

INFORMATION

productscustomer service

pricing

employee fairness

8/6/2019 OR FINAL

23/31

APPLICATIONSy SURVEY METHOD

customer satisfaction

employee fairnessWalmarts pay scale

8/6/2019 OR FINAL

24/31

APPLICATIONS

8/6/2019 OR FINAL

25/31

APPLICATIONSy Business research done through customers

yWhat products being sold

y Productivityy Monthly & Quarterly sales numbers

8/6/2019 OR FINAL

26/31

APPLICATIONSy Product lines compared

y Survey method

y Calls to customersy Research pertaining to employees

y Quarterly visit

8/6/2019 OR FINAL

27/31

APPLICATIONS

8/6/2019 OR FINAL

28/31

APPLICATIONSy Financial institutions

y Capital market

y Interest of investorsy Issuance of securities

& compliance

y Evaluate the activities

y Examine performance

y Select some policy

measures for the improvement

8/6/2019 OR FINAL

29/31

APPLICATIONS

8/6/2019 OR FINAL

30/31

8/6/2019 OR FINAL

31/31

31