CHAPTER-3: THE RESEARCH PROPOSAL

3.1 Definition of Research Proposal

What is a Research Proposal?
The term "research proposal" indicates that a specific course of action will be followed. Research
proposal is an activity that incorporates decisions made during early research – project planning
phases of the study including management– research question hierarchy and exploration. The
proposal thus incorporates the choices the investigator makes in the preliminary steps.
It is a document which sets out your ideas in an easily accessible way.
The length and complexity of research proposals range widely. Business research proposal
normally range from one to ten pages. Applicants for foundation or government research grants
typically file a proposal request of a few pages, often in a standardized format specified by the
granting agency.

3.2 Types of Research Proposals

Depending on the type of project, the sponsoring individual or institution, and the cost of the
project, different levels of complexity are required for a proposal to be judged complete.
Government agencies demand the most complex proposals for their funding analyses. On the
other extreme, an exploratory study done within a manager’s department may need merely a one
–to three-page memo outlining the objectives, approach, and time allotted to the project.
In general, business proposals can be divided between those generated internally and externally
an internal proposal is done for the corporation by staff specialists or by the research department
of the firm. External proposals are either solicited or unsolicited. Sponsors can be university
grant committees, government agencies, government contractors, corporations, and so forth.
With few exceptions, the larger the project, the more complex is the proposal. In public sector
work, the complexity is generally greater than in a comparable private sector proposal.
3.3 Structure of the Research proposal
Each of the following modules is flexible, so its content and length may be adapted to specific
needs. The research proposal for the under graduate students should include the following
components.

1. Title page 4. Research question/ Hypotheses

2. Background of the study 5. Objective of the study
3. Statement of the problem 6. Scope of the study

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 7. Significance of the study  Sampling method
8. Organization of the study  Data collection techniques
9. Literature Review  Method of data presentation and
10. Research methodology analysis
 Research design 11. Work plan and budget of the study
 Types and sources of data 11.1 Work plan/time schedule
 Sampling design 11.2 Budget/cost breakdown
 Study subject and sample size 12. References/Bibliography

Executive Summary the executive summary allows a busy manger or sponsor to understand
quickly the thrust of the proposal. It is essentially an informative abstract, giving executives the
chance to grasp the essentials of the proposal without having to read the details. The goal of the
summary is to secure a positive evaluation by the executive who will pass the proposal on the
staff for a full evaluation. As such, the executive summary should include brief statements of the
management dilemma and management question, the research objectives/research questions(s),
and the benefits of your approach.
Background of the study: The background of the study is the part of the proposal that provides
readers with the background information for the research proposal. It should introduce your title
for readers and state what is in the proposal. The introduction should cite those who had the idea
or ideas first, and should also cite those who have done the most recent and relevant work. You
should then go on to explain why more work is necessary (your work, of course.)

The introduction/background section should contain a rationale for your research. Why are you
undertaking the project? Why is the research needed? This rationale should be placed within the
context of existing research or within your own experience and/or observation.
Problem statement: this section needs to convince the sponsor to continue reading the proposal.
You should capture the reader’s attention by stating the management dilemma, its background
and consequences, and the resulting management question. As discussed earlier, the management
question starts the research task. The importance of researching the management question should
be emphasized here if a separate module on the importance. Benefits of study is not included
later in the proposal. In addition, this section should include any restrictions or areas of the
management question that will not be addressed.
Problem statements too broadly defined cannot be addressed adequately in one study. It is
important that the management question be distinct from related problem and that the sponsor

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see the delimitations clearly. Be sure your problem statement is clear without the use of idioms
or clichés.
Research Questions and/or Hypotheses: Hypotheses and questions are linked to the
speculative proposition of the problem statement can be inferred from the overall conceptual
framework of a study. The hypothesis is subject to test, i.e., to confirmation or rejection on
empirical grounds (data). The term research question implies an interrogative statement that can
be answered by data, which is logically related to the same conceptual framework, but which
does not necessarily stem from that framework through logical deduction.
Research Objectives: The objectives of a research delineate the ends or aim which the inquirer
seeks to bring about as a result of completing the research undertaken. The objectives of a
research project summarize what is to be achieved by the study. Objectives should be closely
related to the statement of the problem.
Objectives should be
 Simple (not complex),
 Specific (not vague),
 Stated in advance (not after the research is done), and
 Stated using “action verbs” that are specific enough to be measured.
Commonly, research objectives are classified into general objectives and specific objectives.
The general and specific objectives in your proposal should be logically connected to each other
and the specific objectives are commonly considered as smaller portions of the general
objectives. It is important to ascertain that the general objective is closely related to the statement
of the problem.
Literature Review: the literature review section examines recent (or historically significant)
research studies, company data, or industry reports that act as a basis for the proposed study.
Begin your discussion for the related literature and relevant secondary data from a
comprehensive perspective, moving to more specific studies that are associated with your
problem. If the problem has a historical background, begin with the earliest references.
Avoid the extraneous details of the literature; do a brief review of the information, not a
comprehensive report. Always refer to the original source. If you find something of interest in a
quotation, find the original publication and ensure you understand it. In this way, you will avoid
any errors of interpretation transcription. Emphasize the important result and conclusions of

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other studies, the relevant data and trends form previous research, and particular methods or
designs that could be duplicated or should be avoided. Discuss how the literature applies to the
study you are proposing; show the weaknesses or faults in the design, discussing how you would
avoid similar problems. If your proposal deals solely with secondary data, discuss the relevance
of the data and the bias or lock of bias inherent in it.
Scope of the Study: This section explains the nature, coverage, and time frame of the study. It
presents in brief the subject area of investigation, the place, and the time period. In addition, it
discusses the variables included in the study and the exclusion of other variables which are
expected to be included.
Importance/ Benefits of the study: When writing the Significance of the Study:
 It describes the contributions of the study as new knowledge, make findings more
conclusive.
 It cites the usefulness of the study to the specific groups.
 Cite all the persons and groups that will be benefited on your study.
 Include a short explanation regarding how those persons and groups benefited from the
study. (How the research study will help them?)
Methodology of the Study: The methodology section is really the heart of your research
proposal. You must decide exactly how you are going to achieve your stated objectives. The
activities should be described with as much detail as possible. Indicate the methodological steps
you will take to answer every question, to test every hypothesis illustrated in the
questions/hypotheses section or address the objectives you set.
What belongs in the "Methodology" section of a research proposal?
 Information to allow the reader to assess the believability of your approach.
 Information needed by another researcher to replicate your study.
 Description of your materials, procedure, theory.
The research methodology includes data type and source, sampling design and techniques
Methods of data collection and Methods of data Analysis

Your proposal should describe in detail the general research plan:

 Description of study area  Description of study participants
 Description of study design (descriptive,  Determination of sample size (if any)
exploratory, causal etc.)

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 Description of selection process  Presentation of the data analysis
(sampling method) methods
 Methods of data collection
Budget: In your research proposal budget items need to be explicitly stated
 Cost for every budget item should be quantitatively shown
 There might be a need for budget justification of certain costs whose requirement is not
obvious.
Schedule/Work plan is a schedule, chart or graph that summarizes the different components of
a research proposal and how they will be implemented in a coherent way within a specific time-
span. Your proposal work plan should include:
 The tasks to be performed;
 When and where the tasks will be performed;
 Who will perform the tasks and the time each person will spend on them
Note: you can use Gantt chart to plan your research
Bibliography: for all projects that require literature review, a bibliography is necessary. Use the
Bibliographic format required by the sponsor.
Appendices Glossary a glossary of terms should be included whenever there are many words
unique to the research topic and not understood by the general management community. This is a
simple section consisting of terms and definitions. Also define any acronyms that you use, even
if they are defined within the text.

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CHAPTER-4: QUALITATIVE, QUANTITATIVE AND PLURALISTIC RESEARCH
METHODS
4.1 Qualitative research,
4.1.1 Observation technique
Qualitative techniques include the class of observation methods techniques in which the
researcher relies on his or her powers of observation rather than communicating with a
respondent in order to obtain information. Observation requires something to observe, and
because our memories are faulty, researchers depend on recording devices such as videotapes,
audiotapes, handwritten notes, or some other tangible record of what is observed. As we describe
each observation technique, you will see that each is unique in how it obtains observations.
A. Types of observation
At first glance, it may seem that observation studies can occur without any structure; however, it
is important to adhere to a plan so that the observation are consistent and comparison or
generalizations can be made without worrying about any conditions of the observational method
that might confound the findings. There are four general ways of organizing observations:
1) Direct versus indirect, 3) Structured versus unstructured, and
2) Disguised versus undisguised, 4) Human versus mechanical.

1. Direct versus indirect

Observing behavior as it occurs is called direct observation. For example, if we are interested in
finding out how much shoppers squeeze tomatoes to assess their freshness, we can observe
people actually picking up the tomatoes. In order to observe types of hidden behavior, such as
past behavior, we must rely on indirect observation; with indirect observation the researcher
observes the effects or results of the behavior rather than the behavior itself.
2. Disguised versus undisguised
With disguised observations, the subject is unaware that he or she is being observed. An
example of this method might be a “secret shopper” that is used by a retail store chain to record
and report on sale clerks’ assistance and courtesy. One-way mirrors and hidden cameras are a
few of the other ways that are used to prevent subjects from becoming aware that they are being
observed. This disguise is important because if the observes were aware of the observation, it is
possible that they would change their behavior, resulting in observations of atypical behavior.

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With undisguised observation, the subject s aware that he/she is the subject of observation.
Sometimes it is impossible for the respondent to unaware other observation. Laboratory settings,
observing a sales representative’s behavior on sales calls, and people meters (a device that is
attached to a television set to record when and to what station a set is tuned) must all be used
with the subject’s knowledge. Because people might be influenced by knowing they are being
observed, it is wise to always minimize the presence of the observer to the maximum extent
possible.
3. Structured Versus Unstructured
When using structured observation techniques, the research identifies beforehand which
behaviors are to be observed and recorded. All other behaviors are “ignored.” Often, a checklist
or a standardized observation form is used to isolate the observer’s attention to specific factors.
These highly structured observations topically require a minimum of effort on the part of the
observer.
Unstructured observation places no restriction on what the observer would note: all
behavior in the episode under study is monitored. The observer just watches the situation and
records what he or she deems interesting or relevant. This type of observation is often used in
exploratory research.
4. Human versus mechanical
With human observation, the observer is a person hired by the researcher, perhaps, the
observer is the researcher. However, it is sometimes possible (or desirable) to replace the
human observer with some form of observing device, as in mechanical observation. This
substitution may be made because of:
 Accuracy,
 Cost, or
 Functional reasons.
Auto traffic counts may be more accurate and less costly when recorded by machines that are
activated by car tires rolling over them.
B. Appropriate conditions for the use of observation
Certain conditions must be met before a researcher can successfully use observation as a research
tool. These conditions are:
1) The event must occur in a short time interval,

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 2) The observed behavior must occur in a public setting, and
3) When the possibility of faulty recall rules out collecting information by asking the
person.
4.2.3 Advantages of observational data
1) Because subjects of observational research are unaware that they are being studied, they
react in a natural manner, giving the researcher insight into actual, not reported behaviors.
2) In observational research methods there is no chance for recall error. The subjects are not
asked what they remember about a certain action. Instead, they are observed while
engaged in that situation.
3) In some cases, observation may be the only way to obtain accurate information. For
instance, children who cannot yet verbally express their opinion of a new toy will do so
by simply playing or not playing with the toy. Retail marketers commonly gather
marketing intelligence about competitors and about their own employees’ behaviors by
hiring the services of “who pose as customers but who are actually trained observers. It
the respondent may not enables to respond
4) In some situations, data can be obtained with better accuracy and less cost by using
observational methods as opposed other means. For example, counts of in-store traffic
can often be made by means of observational techniques more accurately and less
expensively than by using survey techniques.
Such advantage of observational research methods should not be interpreted as meaning that this
technique is always in competition with other approaches. A resourceful researcher will use
observation techniques to supplement and complement other techniques. When used in
combination with other techniques, each approach can serve as a check on the results obtained by
the other.
C. Limitations of observational data
The limitations of observation are the limitations inherent in qualitative research in general. The
major limitations are:
1) With direct observation, typically only small numbers of subjects are studied and usually
under special circumstances, so their representative ness is a concern.
2) Subjective interpretation required to explain the observed behavior, usually forces the
researcher to consider his or her conclusions be tentative.

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 3) The major of all observational methods is the researcher’s inability to see beneath the
behavior observed and to interrogate the person on motives, and all of the other unseen
aspects of why what was observed took place.
To recap, a limitation of observation is that motivations, attitudes, and other “internal” conditions
cannot be observed. Only when these feelings are relatively unimportant or readily inferred from
the behavior is it appropriate to use observational research methods.
4.1.2 Focus Groups
As we indicated, there are several types of qualitative research, but the technique most often
associated with this category is the focus group. A focus group is a small group of people
brought together and guided by a moderator thorough an unstructured, spontaneous discussion
about some topic. The goal of a focus group is to draw out ideas, feelings, and experiences about
a certain issue that would be obscured or stifled by more structured methods of data collection.
The use of a small group allows the operation of group dynamics and aids in making the
participants feel comfortable in a strange environment. It is called a “focus” group because the
moderator serves to focus the discussion on the topic and does not let the group move off onto
tangents or irrelevant points.
A. Some objectives of focus groups
There are four main objectives of focus groups:
1) To generate ideas;
2) To understand consumer vocabulary;
3) To reveal consumed needs, motives, perceptions, and attitudes on products or services;
and
4) To understand findings from quantitative studies.

B. Operational questions about focus groups

Before a focus group is conducted, certain operational questions should be addresses. It is
important to decide:
 How many people should take part in a focus group,
 Who they should be, how they will be selected and recruited, and
 Where they should meet.
General guidelines exist for answering these questions. A discussion of each follows.

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1. What should be the size of a focus group?
According to industry wisdom, the optimal size of a focus group is 8 12people.
2. Who should be in the focus group?
It is generally believed that the best focus groups are ones in which the participants share
homogenous characteristics.
3. How Should Focus Group Participants Be Recruited And Selected?
The selection of focus group participants is determined largely by the purpose of the focus group.
4. Where Should A Focus Group Meet?
It is important that the physical arrangement of the group be comfortable and conducive to group
discussion. So focus groups ideally are conducted in large rooms set up in a round table format.
Aside from a circular seating arrangement where participants can sell one another, the second
critical requirements in selecting a meeting place is find one quiet enough to permit and
intelligible audio taping of the sessions.
C. Advantages of focus groups
There are four major advantages to using focus groups as a form of qualitative research: they:
1. generate fresh ideas
2. allow clients to observe the group in action,
3. are generally versatile, and
4. work well with special respondents.
D. Disadvantages of focus groups
No research technique is flawless, and focus groups are no exception. Some weaknesses are
readily apparent, whereas others are less obvious. There are four major weaknesses:
1. may not represent general population,
2. interpretation is subjective, and
3. cost per participant is high.
4. group dynamics
4.1.3 Depth Interviews
A depth interviews is defined as a set of probing questions posed one-on-one to a subject by a
trained interviewer so as to gain an idea of what the subject thinks about something or why he or
she behaves in a certain way. It is conducted in the respondent’s home or possible at a central
interviewing location where several respondents can be interviewed in depth in a relatively short

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time period. The objective is to obtain unrestricted comments or opinions and to ask questions
that will help the researcher better understand the various dimensions of these opinion as well as
the reasons for them. The depth interview is typically conducted by a trained field worker who is
equipped with a list or topics or, perhaps, open-ended questions. In other words, the respondent
is not provided a list of set responses and then instructed to select one from the list. Rather, the
respondent is encouraged to respond in his or her own words, and the interviewer is trained in
asking probing questions such as “Why is that so?” can you elaborate on your point?” or
“Would you give me some specific reasons?” these questions are not intended to tap
subconscious motivations; they simply ask about conscious reasons to help the researcher form a
better picture of what is going on in the respondent’s head. The interviewer may tape record
responses or may take detailed notes. Depth interviews are versatile, but they require careful
planning, training, and preparations.
The summary report will look very similar to one written for a focus group study. That is, the
analyst likes for common them across several depth interview transcripts, and these are noted in
the report. Verbatim responses are included in the report to support the analyst’s conclusions,
and any significant differences for opinion that are founding the respondents’ comments are
noted are noted as qualitative data gathered with depth interviews.

4.2 Quantitative research Methods

I. Survey
It is well known that surveys are the most widely used method of data collection in commercial
research. The bulk of research surveys are sometimes called “cross sectional” studies.
Advantages of Surveys
Compared to observation or other qualitative methods, survey methods allow the collection of
significant amounts of data in an economical and efficient manner; and they typically allow for
much larger sample sizes. There are five advantages of using survey methods:
1) standardization,
2) ease of administration,
3) ability to tap the “unseen”,
4) suitability to tabulation and statistical analysis, and
5) Sensitivity to subgroup differences.

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1. Standardization: Because questions are preset and organized in a particular arrangement on
a questionnaire, survey methods ensure that all respondents are asked the same questions and
are exposed to the same response options for each question.
2. Ease of administration: Survey modes are easy for administration as the respondent may fill
out the questionnaire unattended. The administration aspects of survey are much simpler
than, for instance, conducting a focus group or utilizing depth interviews.
3. Ability to tap the “unseen”:The four question of what, why, how, and who help uncover
“unseen” data. For instance we can ask customers their motives for buying a particular brand,
their attitude toward a particular product or the company, etc. Much information is
unobservable and requires direct questions.
4. Suitability to tabulation and statistical analysis :The commercial researcher ultimately
must interpret the patterns or common themes sometimes hidden in the raw data he or she
collects. Statistical analysis, both simple and complex, is the preferred means of achieving
this goal, and large cross sectional surveys perfectly complement these procedures.
Increasingly, questionnaire design software includes the ability to perform simple statistical
analyses, such as tabulations of the answers to each question, as well as the ability to create
color graphs summarizing these tabulations.
5. Sensitivity to subgroup differences: Because surveys involve large numbers of
respondents, it is relatively easy to divide the sample into demographic groups or other
subgroups and then to compare them for market segmentation implications. In fact, the
survey sample design may be drawn up to specifically include important subgroups as a
means of looking at market segment differences. In any case, the large sample sizes that
characterize surveys facilitate subgroup analyses and comparisons of various groups existing
in the sample.
A. types of survey/ three alternative data collection modes
There are three major ways to collect information from respondents:
i. Person-administered surveys
ii. Computer-administered surveys
iii. Self-administered surveys.

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i. person-administered surveys
A person-administered survey is one in which an interviewer reads questions to the respondent
and records his or her answers.
Advantages of person administered surveys
Person administered surveys have four unique advantages: they offer feedback, rapport, quality
control, and adaptability.
1. Feedback. Interviewers often must respond to direct questions from respondents during
an interview. Sometimes respondents do not understand the instruction, or they may not
hear the question clearly, or they might become distracted by some outside factor during
the interview. A human interviewer may be allowed to adjust his or her questions
according to verbal or nonverbal cues and provide clarifications whenever a need arise.
2. Rapport. It is often helpful to have another human being present to develop some rapport
with the respondent early on in the questioning process. Once a bridge of trust and
understanding has been established, most respondents will become visibly more relaxed
with the interview and will open up more to the various questions being posed.
3. Quality control. An interviewer sometimes must select certain types of respondents based
on sex, age, or some other distinguishing characteristic. Personal interviewers may be
used to ensure respondents are selected correctly. Alternatively, some researchers fell that
respondents are more likely to be truthful when they respond face to face.
4. Adaptability. Personal interviewers can adapt to respondent differences. It is not unusual,
for instance, to find an elderly person who must be initially helped step-by-step through
the answering process in order to understand how to respond to understand how to
respond to question asking if the respondent “Strongly agrees,” “Somewhat agrees,”
“Somewhat disagrees,” or strongly disagrees.”
Disadvantages of person administered surveys
Personal interviewers are:
 Slower; prone to errors; and More expensive than interviewing on the telephone or
mailing the questionnaire to respondents.
ii. Computer administered surveys
Computer technology represents a viable option with respect to survey mode. Computer assisted
surveys are in an evolutionary state, and they are spreading to other survey types. Basically, a

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computer administered survey is one in which computer technology plays an essential role in the
interview work. Here, either the computer assists an interview, or it interacts directly with the
respondent. In the case of internet questionnaires, the computer acts as the medium by which
potential respondents are approached, it is the means by which respondents return their
completed questionnaire.
Advantages of computer administered surveys
At least five advantages of computer administered surveys are evident; speed; error-free
interviews; use of picture, videos, and graphics; real-time capture of data; and reduction of
“interview evaluation” concern in respondents.
Disadvantages of computer administered surveys
Although computers are relatively at present applied, there are significant costs involved in
computer design, programming, and set up, which must be incurred with each survey. These
costs, including the time factor associated with them, often render computer administrated
delivery systems for surveys unattractive relative to other data collection options. However, set-
up costs are falling rapidly with user friendly programs such as decisive survey.
iii. Self-administered surveys
A self-administered survey is one in which the respondent completes the survey on his or her
own. It is different from other survey methods in that there is no agent human or computer
administering the interview. So, the respondent reads the questions and responds directly on
the questionnaire. Normally, the respondent goes at his or her own pace, and in most instances he
or she selects the place and time to complete the interview. He or she also may decide when the
questionnaire will be returned. As with other survey methods, those that are self-administered
have their advantages and disadvantages.
Advantages of self-administered surveys
Self-administered surveys have three important advantages: reduced cost, respondent control,
and no interviewer evaluation apprehension.
1. Reduced cost. By eliminating the need for an interviewer or an interviewing device such
as a computer program, there can be significant savings in cost.
2. Respondent control. Respondents can control the pace at which they respond, so they
may not feel rushed.

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 3. No interviewer evaluation apprehension. As we just noted, some respondents feel
apprehensive when answering questions. The self-administered approach takes the
administrator, whether human or computer, out of the picture, and respondents may feel
more at ease.
Disadvantages of self-administered surveys
Self-administration places control of the survey in the hands of the prospective respondent.
Hence, this type of survey is subject to the possibilities that:
 respondents may not complete the survey,
 respondents may answer questions erroneously
 respondents may not respond in a timely manner, or
 respondents may refuse to return the survey at all.
The major reason for these drawbacks is that no opportunity exists to monitor or interact with the
respondent during the course of the interview. Due to the absence of the interviewer, the burden
of respondent understanding falls on the questionnaire itself. It must have very clear instructions,
examples, and reminders throughout.
4.2.2 Factors Determining the Choice of a Particular Survey Method
When deciding on a survey data collection method, a researcher should take most of the
following factors into consideration
1. Researcher’s resources and objectives
a. survey data collection time horizon
b. survey data collection budget
c. desired quality of data
2. Respondent characteristics
a. incidence rate c. ability to participate
b. willingness to participate] d. diversity of respondents
3. Characteristics of questions asked by researcher
a. complexity
b. amount of information required per respondent
c. topic sensitivity

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