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The mr process

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Transcript

  • 1. The MR process
  • 2. The steps
    • Formulating the problem
    • Determining the research design
    • Preparation for the field work
    • Implementing the field work
    • Process the data
    • Tabulation and analysis
    • Prepare the report
  • 3. Types of MR
    • Quantitative
    • Qualitative
  • 4. Uses of MR
    • Filling in the gaps in knowledge
    • Concept identification and exploration
    • Identify relevant behaviour patterns
    • Identify attitudes, beliefs, opinions
    • To shortlist options where a large no. of options exist
    • Assessing comprehension, likeability, memory of business communication
  • 5. Limitations of MR
    • It is not an exact science
    • Appreciation of the fact that there would be a difference from test conditions to actual practice
    • MR depends on responses. This can change depending on test conditions.
    • Validation is a problem. Element of subjectivity.
    • Biases can creep in owing to lesser skill of the MR team
    • Inadequate preparation and analysis can lead to erroneous conclusions
    • Lack of motivation due to MR not being appreciated by many companies
  • 6. Formulating the problem
    • What is the marketing problem?
    • Translate it to the research problem
  • 7. The research design
    • It is a blueprint for the rest of the research process
    • What information?
    • Which instrument?
    • What sampling plan?
  • 8. Types of Research Designs
    • Exploratory
    • Descriptive
    • Experimental
    • Historical
    • Simulation
  • 9. Exploratory Research
    • Literature surveys
    • Experience surveys
    • Analysis of selected cases
  • 10. Descriptive Research
    • Case research
    • Statistical
  • 11. Experimental Research
    • Manipulating one variable in a controlled environment, while holding all other variables constant
  • 12. Historical Research design
    • Regression
    • Trend analysis
    • Time – series analysis
  • 13. Simulation
    • Imitation of a real world situation
  • 14. Types of data
    • Primary – observation, experimentation,
    • survey
    • Secondary – published information, guides,
    • syndicated studies, technical
    • manuals
  • 15. Research Instruments
    • Cameras
    • VCRS
    • Tally sheets
    • Questionnaires
    • Tape recorders
  • 16. Sampling
    • What sampling unit to be studied?
    • What should be the sample size?
    • What sampling procedure to be used?
    • What sampling method to be used?
  • 17. Types of errors
    • Type I – when a true hypothesis is rejected
    • Type II – when a false hypothesis is accepted
  • 18. Sampling techniques
    • Probability sampling
    • Non-probability sampling
  • 19. Probability sampling
    • Simple random sampling
    • Systematic sampling
    • Stratified sampling
    • Cluster sampling
  • 20. Non – Probability sampling
    • Judgement sampling
    • Convenience sampling
    • Quota sampling
  • 21. Quantitative data collection
    • Structured questionnaires
    • Structured interviews
  • 22. Qualitative Research
    • Open –ended questionnaires
    • In –depth interviews
    • Focus group discussions
    • Word association
    • Projective techniques
    • TAT tests
    • Ink – blot tests
  • 23. Selecting a survey technique
    • Cost
    • Speed
    • Accuracy
    • Amount of data
    • Response rate
    • Flexibility
    • control
  • 24. Scaling Techniques
    • Nominal
    • Ordinal
    • Interval
    • Ratio
  • 25. Data analysis
    • Averages
    • Variances
    • Proportions
    • Std. Deviation
    • Hypothesis testing
    • Regression
    • Correlation
    • Factor analysis
    • Cluster analysis
    • Multivariate analysis
    • Discriminant analysis
  • 26. Report Writing
    • Title
    • Contents
    • Preface
    • Acknowledgements
    • Introduction
    • Objectives
    • Methodology
    • Results and discussion
    • Conclusions/findings
    • Recommendations
    • Appendices
    • Bibliography