Session 6

OPTS6011– BUSINESS RESEARCH METHODOLOGY
Unit I
Introduction to Research Methodology
COURSE OUTLINES
Sessions Topics to be discussed
UNIT-I: Introduction to Research Methodology
7 hrs Importance of research methodology, types of research methods, research process,
identification of the problem, hypothesis formulation, types of research design.
UNIT-II: Sample design

9 hrs Census Vs Population, determination of sample size, sampling techniques- data collection -
primary data, secondary data- methods of collecting primary data: Interview, observation
techniques, and questionnaire, and Sources of secondary data. Guidelines and design of
questionnaire: Levels of measurement scales and scaling techniques.
UNIT-III: Data Processing & Reporting writing
11 hrs Data processing: Editing, coding, classification, tabulation, diagrammatic and graphical
representation of the data using Excel/SPSS; Interpretation; Report Writing – Importance of
Report, types of reports, report preparation – report format, report writing, guidelines for tables
and graphs; presentation of reports.
UNIT-IV: Hypothesis Testing & Parametric tests
12 hrs Components of hypothesis, Hypothesis testing procedure, parametric tests Z test, t distribution
(single, independent, paired sample tests), ANOVA - one way and two ways test. (With
numerical Problems)
UNIT-V: Non-Parametric tests & Multivariate Analysis
8 hrs Non-Parametric tests- Chi-Square test, Mann-Whitney 'U' test, Kruskal-Wallis test (with
numerical Problems). Introduction to multivariate analysis, discriminant Analysis, factor
analysis (only theory and application)
Research Design
A master plan that specifies the methods and

procedures for collecting and analyzing needed
information.
Tasks Involved In a Research Design
Define the Information Needed
Design the Exploratory, Descriptive,

and/or Causal Phases of the Research
Today’s
Specify the Measurement and Scaling Topic
Procedures
Construct a Questionnaire
Specify the Sampling Process and the

Sample Size
Develop a Plan of Data Analysis

A Classification of Market Research Designs
Research
Design
Exploratory Conclusive
Research Research
Secondary Experience Pilot Case

Data Surveys Studies Studies
See next slide

Types of Research Designs
Exploratory research to gain ideas and insights

 Newspaper facing decreasing sales to generate possible explanation.
Descriptive research to obtain summary measures to address research questions

(research objectives are clearly defined).
 Trends in lifestyle with respect to age, sex, etc.
Causal research for cause-and-effect connection between managerial decisions and

market outcome.
• How people react to a newspaper’s topic selection and space allocation.
Exploratory Research
• Usually conducted during the initial stage of the

research process
• Purposes
• To narrow the scope of the research topic, and
• To transform ambiguous problems into well-defined ones
Exploratory Research Techniques
• Secondary Data Analysis

• Secondary data are data previously collected & assembled for some project other
than the one at hand
• Pilot Studies
• A collective term for any small-scale exploratory research technique that uses
sampling but does not apply rigorous standards
• Includes
• Focus Group Interviews
• Unstructured, free-flowing interview with a small group of people
• Projective Techniques
• Indirect means of questioning that enables a respondent to project beliefs and feelings onto a third
party or an inanimate object
• Word association tests, sentence completion tests, role playing
Exploratory Research Techniques
• Case Studies
• Intensively investigate one or a few situations similar to the
problem situation
• Experience Surveys
• Individuals who are knowledge about a particular research
problem are questioned
Conclusive Research
• Provide specific information that aids the decision maker in evaluating alternative
courses of action
• Sound statistical methods & formal research methodologies are used to increase the
reliability of the information
• Data sought tends to be specific & decisive
• Also more structured & formal than exploratory data
Types of Conclusive Research
• Descriptive Research
• Describes attitudes, perceptions, characteristics, activities and situations.
• Examines who, what, when, where, why, & how questions
• Causal Research
• Provides evidence that a cause-and-effect relationship exists or does not exist.
• Premise is that something (and independent variable) directly influences the
behavior of something else (the dependent variable).
Common Characteristics of Descriptive Studies
• Build on previous information

• Show relationships between variables
• Representative samples required
• Structured research plans
• Require substantial resources
• Conclusive findings
Major Types of Descriptive Studies
Descriptive
Studies
Consumer Perception Market Characteristic

Sales Studies
And Behavior Studies Studies
• Market • Image •Distribution

Potential
• Product Usage •Competitive
• Market Analysis
Share • Advertising
• Sales • Pricing
Analysis
Cross Sectional vs. Longitudinal Designs
Cross Sample
Sectional Surveyed
Design at T1
Sample Same Sample

Longitudinal Surveyed at also Surveyed
Design at T2
T1
Time T1 T2
Cross-Sectional vs. Longitudinal Designs
Cross-Sectional Longitudinal
Detecting change Worse Better
Amount of data collected Worse Better
Accuracy Worse Better
Representativeness Better Worse
Response bias Better Worse

Some Alternative Research Designs
Exploratory
Research
(a) • Secondary Data Conclusive Research
Analysis •Descriptive/Causal
• Focus Groups
(b) Conclusive Research

•Descriptive/Causal
Exploratory
(c) Conclusive Research Research
•Descriptive/Causal • Secondary Data
Analysis
• Focus Groups
Common Characteristics of Causal Studies
• Logical Time Sequence

• For causality to exist, the cause must either precede or occur
simultaneously with the effect
• Concomitant Variation
• Extent to which the cause and effect vary together as
hypothesized
• Control for Other Possible Causal Factors
How Descriptive & Causal Designs Differ
• Relationship between the variables
• Descriptive designs determine degree of association
• Causal designs infer whether one or more variables influence
another variable
• Degree of environmental control
• Descriptive designs enjoy lesser degrees of control
• Order of the variables
• In descriptive designs, variables are not logically ordered
Comparison of Research Designs
Exploratory Descriptive Causal
Purpose ID problems, gain Describe things Determine cause-

insights and-effect
relationships
Assumed Minimal Considerable Considerable

background
knowledge
Degree of Very little High High

structure
Flexibility High Some Little
Sample Non-representative Representative Representative
Research Relaxed Formal Highly controlled
environment
Cost Low Medium High
Findings Preliminary Conclusive Conclusive
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OPTS6011– BUSINESS RESEARCH METHODOLOGY

UNIT-II: Sample design

A master plan that specifies the methods and

Define the Information Needed

Design the Exploratory, Descriptive,

Specify the Sampling Process and the

Develop a Plan of Data Analysis

Secondary Experience Pilot Case

See next slide

Exploratory research to gain ideas and insights

Descriptive research to obtain summary measures to address research questions

Causal research for cause-and-effect connection between managerial decisions and

• Usually conducted during the initial stage of the

• Secondary Data Analysis

• Build on previous information

Consumer Perception Market Characteristic

• Market • Image •Distribution

Sample Same Sample

Detecting change Worse Better

Amount of data collected Worse Better

Accuracy Worse Better

Representativeness Better Worse

Response bias Better Worse

(b) Conclusive Research

• Logical Time Sequence

Purpose ID problems, gain Describe things Determine cause-

Assumed Minimal Considerable Considerable

Degree of Very little High High

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