3. INVENTION: Ice Cream Cone
• INVENTOR: Charles E. Menches, U.S., and an
anonymous lady friend; Abe Doumar, U.S.
• YEAR: 1904
• HOW INVENTED: Menches was an ice cream
salesman at the Louisiana Purchase
Exposition, the great fair in St. Louis, Mo.
Whenever Menches visited a certain lady
friend, he brought a bouquet of flowers. On
one occasion, for a super date, he brought
flowers and an ice cream sandwich. Because
his lady friend lacked a vase for the flowers,
she took one of the sandwich layers and
curled it into the form of a vase. Then she
rolled the other layer to contain the ice
cream itself--and the ice cream cone was
born.
4. Research problem
I observed families riding on
two-wheelers — the father
driving the scooter, his
young kid standing in front of
him, his wife seated behind
him holding a little baby. It
led me to wonder whether
one could conceive of a
safe, affordable, all-weather
form of transport for such a
family," Tata said.
5.
6. In the end What is the outcome?
• Four years efforts to realise this goal.
• Today, we indeed have a people's car, which is affordable ,
safe, fuel efficient
• We hope it brings the joy, pride and utility of owning a car to
many families who need personal mobility
• ." This small car — Nano is 20 per cent shorter in length than
the Maruti 800 but Tata claims it has 21 per cent more space
— is powered by a 623 cc rear-mounted engine and will travel
20 km per litre.
• The car will cost Rs 1 lakh at the dealer-end but attract Value-
Added Tax and transportation cost.
• Nano will also come in two deluxe models with air
conditioning.
7. • Mukesh Ambani says
“Ensuring better
returns to Indian
farmers and
manufacturers and
greater value for the
Indian consumer,
both in quality and
quantity, will be an
integral feature of
this project.”
8. Syllabus
• MODULE 1 (6 Hours)
• Research – Meaning, types, criteria of good
research, marketing research, scientific
approach to research in physical and
management science, limitations of applying
scientific methods in business research
problems, ethical issues in business research.
9. What is Business Research?
• A systematic Inquiry
whose objective is to
provide information to
solve managerial
problems.
• Search for knowledge
• Systematized effort to
gain new knowledge-
Redman & Mory
10. Research comprises of:
• Defining problems
• Formulating hypothesis
• Collecting, organising, and evaluating data
• Reaching solutions and
• At last testing the solutions to determine
whether they fit the formulated hypothesis
11. Why Managers need Better Information?
• Global and domestic competition is
more vigorous
• Organizations are increasingly
practicing data mining and data
warehousing
• Increase in the complexity & risk
• More knowledge exists in every field
• Stake holders are better informed.
• The power & ease of today’s
computers to analyze the data
12. Why Study Research?
1. Changes in business environment
2. Manager’s increased need for information
3. Explosive technology growth
4. Problems with mergers, trade policies, Savings &
investment issues
5. Continuous innovations
Research provides you with the knowledge and
skills needed for the fast-paced decision-making
environment
13. The Manager-Researcher Relationship
• Manager’s obligations
– Specify problems
– Provide adequate background
information
– Access to company
information gatekeepers
• Researcher’s obligations
– Develop a creative research
design
– Provide answers to important
business questions
14. Manager-Researcher Conflicts
• Management’s limited
exposure to research
• Manager sees researcher as
threat to personal status
• Researcher has to consider
corporate culture and
political situations
• Researcher’s isolation from
managers
15. When Research Should be Avoided
1) When information cannot be applied to a
critical managerial decision
2) When managerial decision involves little risk
3) When management has insufficient
resources to conduct a study
4) When the cost of the study outweighs the
level of risk of the decision
16. Research is done through two methods
Arbitrary method
• Seeking answers to questions based on
imagination, opinion, belief, or impression.
Ex. Earlier belief that Shape of the earth was
flat
• Disadvantages
• It is subjective
• Finding varies form person to person.
• It is vague & inaccurate
Method 1
17. Research is done through two methods
Scientific Method
• Method yields same results when repeated
by different people.
• Is a systematic step by step procedure
following the logical process of reasoning.
• Encourages doubts & criticism so that what
emerges is the real evidence.
Method 2
18. Steps in scientific methods
1. Observation
2. Formulation of hypothesis
3. Future predictions
4. Testing the hypothesis
• Ex. Researcher conducts a market
research for a client manufacturing
women's jeans pant & tops
19. Advantages
1. Objective
2. Precise & arrives at
conclusions on the
basis of verifiable
evidences.
3. Method is free from
personal beliefs,
attitudes & values.
20. Characteristics of scientific method
• Careful & accurate classification of facts
• Discovery of laws
• Self criticism- Scientist should critically examine his
own research in a detached manner.
• Validity- Validity is the ability of measuring
instrument to measure what is supposed to
– Ex. Questionnaires for measuring the attitudes of
respondents Horlicks
– Ex. Barometer, thermometer, Scale
21. Basis of scientific method
• Relies on empirical evidence ( data collected
through observation or experiment)
• Use of relevant concepts
• Commitment to objectivity
• Ethical neutrality – True & accurate statements
• Does not pass normative judgments( Good or
bad)
• Generalization
• Verifiability- Conclusions can be verified Ex
Atom originally was considered to be indivisible
• Logical reasoning process -Based on reasoning
process.
22. Logical reasoning process
• Consists of Induction & Deduction.
• Induction- draws conclusions from one or
more particular facts.
• It is a process of reasoning where by we arrive
at universal generalizations from particular
facts.
• Studying individual cases & drawing
generalizations
–Ex. Test marketing of a new product
23. Induction
• It involves two
processes
• 1.Observation
2.Generalisation
– Ex. If it is observed that
educated girls have
expensive habits one
may conclude that all
educated girls have
expensive habits.
24. Deduction
• Is a form of inference that purports to be conclusive
• Is the process of drawing generalizations through a
process of reasoning on the basis of certain
assumptions which are self evident or based on
observation.
• Deduction can give conclusive evidence.
– Ex.1: Dr. Shekar is an adult.
– All adults are eligible to vote.
– Dr Shekar is eligible to vote.
– Ex.2:All products manufactured by TATA are good
– Nano car will also be good
25. Difference between Scientific method & Non-
scientific methods
Scientific method
1. More objective
2. Hypothesis can be
verified with the help
of statistical principles
3. More precise,
measurement &
numerical analysis can
be done.
Non-scientific method
1. More subjective
2. Opinion differs from
person to person.
3. Measurement &
numerical analysis can
not be done
26. Difference between scientific method & non
scientific methods
Scientific Method
4. Takes cognizance of
the existing knowledge
in a particular field,
carries out further
investigations &
compare the results so
obtained earlier.
5. leads to the expansion
of knowledge.
Non-Scientific Method
4. Non scientific method
may not contribute to
the accumulation of
systematic knowledge.
27. Difficulties in applying Scientific method in
marketing
• Role of Investigators
– Marketer is expected to be objective in his
investigation.
– He can manipulate the data which is acceptable to
clients
• Inaccuracy of measuring instruments
– Information is qualitative Ex. Brand preference
• Influence of measurement
– Human beings responses, behavior undergoes
change.
• Time pressure
28. Difficulties in applying Scientific method in
marketing
• Scientist can measure the minute changes in the lab.
& is sure of the accuracy of the measurement.
– Market researcher has to deal with aspects like attitude of
consumers, changes in their preferences & their impact on
the consumption of a given product.
• The instrument of measurement is questionnaire
which is can not give high degree of precision.
– Questionnaire is used by many interviewers
– Information collected by them will have different degrees
of accuracy.
29. Difficulties in applying Scientific method in
marketing
• Scientific method is continuous & unending
process leading to the accumulation of
systematic knowledge.
• Marketing research is problem solving &
problem oriented research.
– Focus of investigation is narrow.
– It is an exhaustive study.
30. Difference between Research in Social
science & Physical science
Physical science
• Body of techniques for
investigating phenomena
and acquiring new
knowledge, as well as for
correcting and integrating
previous knowledge.
• Based on gathering
observable, empirical,
measurable evidence,
subject to the principles
of reasoning.
Social science
• Research conducted by
social scientists in
sociology social
psychology human
geography, political
science, social
anthropology and
education.
• They may monitor what is
happening on a street
today - or what was
happening a few hundred
years ago.
31. Difference between Research in Social
science & Physical science
Physical science
• Is objective in nature
• Complete documentation
of data and methodology
available for careful
scrutiny by other
scientists and
researchers.
• Experiments are
conducted to quantify the
results
Social science
•Social scientists use
different methods in order
to describe, explore and
understand social life.
•Subdivided into two
broad categories.
• Quantitative methods
• qualitative methods
32. Characteristics of Research
i. Research is systematic, structured & critical investigation
into a phenomenon.
ii. It is not a mere compilation but a purposive investigation
iii. It aims at describing interpreting & explaining a
phenomenon.
iv. It adopts a scientific method.
v. It is objective, logical, applies possible tests & arrives at
conclusions
vi. It is based on observable experience or empirical evidence.
vii. Research is directed towards finding answers to pertinent
questions
viii. It emphasizes the development of generalisation,principles
or theories.
33. Objectives of Research
1. To gain familiarity with a phenomenon or to achieve
new sights in to it
2. To determine the frequency with which some thing
occurs
3. To test a hypothesis of a casual relationship
between the variables
4. To portray accurately the characteristics of a
particular individual , situation or a group.
5. To find answers to various types of questions why,
where, how, what
34. Objectives of Research
6. Research unravels the mysteries of nature
7. Research establishes generalizations & general laws
& principles.
6. Ex. Law of gravitation, law of demand, principles
of organisation
8. Aims at finding solutions to problems
9. Aims at developing theories, concepts & principles
10. Research aids planning & thus contributes to
national development
35. Criteria for good research
• The purpose should
be clearly defined.
• The research
procedure used
should be described in
detail to permit
another researcher to
repeat the research
for further
development.
36. Criteria for good research
• Procedural design of the research should be carefully
planned to yield the results that are objective as for as
possible.
• The researcher should report with complete frankness,
• The analysis of the data should be sufficiently adequate
to reveal its significance.
• Researcher should be experienced & a person of
integrity.
• Method of analysis should be appropriate.
• The validity& reliability of data should be checked
carefully.
• Conclusions should be confirmed to those justified by the
data of the research.
38. 1.Applied research ( Action Research)
• It aims at finding a solution for an immediate
problem facing a society or an organisation.
1. Teacher finds that most of the students are weak in
comprehension
2. A teacher innovates a method to improve the ability
of the students.
3. Marketer studying the profitability of two or more
products.
4. Developing a new market for the product.
39. 2.Descriptive Research
• It includes surveys & fact finding enquiries.
• It is concerned with describing the state of affairs
as it exists at present.
• Ex. Trends in the consumption of soft drinks
with respect to socio-economic characteristics
such as age, family, income education level,
profession.
• Employs any or all the methods of data collection.
– Ex, Questionnaire, Interview, observation
40. 3.Fundamental Research
• Concerned with generalizations & with the
formulation of a theory.
– Ex. Research concerning natural phenomenon or
relating to pure science, Human behaviour in
order to make generalizations.
41. 4. One time research & Longitudinal
research
• Is a correlational research study that involves
repeated observations of the same variables
over long periods of time — often many
decades.
• Is a type of observational study.
• Are often used in psychology to study
developmental trends across the life span, and
in sociology to study life events throughout
lifetimes or generations.
42. 5.Exploratory research
• This type of research is carried out at the
beginning when the problem is very vague.
• To provide insights and understanding.
– Ex. Sales decline
43. 6.Historical Research
• It is that which utilizes historical sources like
documents, letters.
• Autobiographies, monuments, remains,
paintings in order to establish facts & draw
conclusions concerning the past.
– Ex. Investors in the share market study past
records or prices of shares
44. 7. Ex post Facto research
• In social research, the Ex post Facto research
term is used.
• He has no control over variables.
• He can only report what has happened or
what is happening.
– Ex. Preferences of people.
45. 8.Quantitative Research
• Refers to the systematic empirical investigation
of social phenomena via statistical,
mathematical or computational techniques.
• Objective of quantitative research is to
develop and employ mathematical
models, theories and/or hypotheses pertaining
to phenomena.
46. 9.Qualitative research
• Aim to gather an in-depth understanding
of human behavior and the reasons that
govern such behavior.
• The qualitative method investigates
the why and how of decision making, not
just what, where, when.
47. 10. Comparative Research
• The research aims at comparing the institutions,
practices, concepts, trends in economic variables.
– Ex. Customer service in different banks
• Model Building research
• Mostly done in the field of management.
• Model is constructed to show the relationship
among many variables.
– Ex. Advertising models, Consumer behaviour
models
48. 11.Operations Research
• The method of research to solve problems
using scientific methods & quantitative
techniques
– Ex. Construction of flyovers
49. 12.Library Research
• Conducted with the help of written materials
located in big libraries.
• Concerned with the evolution of theories,
study involving cause & effect relationship &
seeking out significant facts & interpretation
of the past data.
50. 13.Causal Research
• It is conducted to
determine the cause and
effect relationship
between 2 variables
– Ex. Effect of
advertisement on sales
51. Significance of Research
• “ All progress is born of enquiry. Doubt is better
than overconfidence. For it leads to inquiry and
inquiry leads to invention.”
• Research inculcates inductive thinking and it
promotes development of logical thinking .
• Several complex business problems can be solved
through research
• It provides the basis for all govt. policies
• Important for social scientists in studying the social
relationships and to seek answers for social
problems
52. Significance of Research
• Operational & planning problems of
business & industry can be solved with the
help of research.
• For students- A career
• Professionals- Source of livelihood
• Literary men & women – Development of
new styles & creative work.
• Philosophers Analysts & intellectuals-
Generalization of new theories.
54. What are Research Ethics?
• Ethics are norms or standards of behavior that
guide moral choices about our behavior and
our relationships with others
• The goal is to ensure that no one is harmed or
suffers adverse consequences from research
activities
55. Ethical Treatment of Participants
• Rights of the participants should be protected.
• Guidelines to be followed by the Researcher
– Begin data collection by explaining to the
participant the benefits expected from the
research
– Explain to the participants that their rights and
well-being will be adequately protected, and
say how this will be done
– Be certain that interviewers obtain the
informed consent of the participant
56. Deception
• Deception occurs when the participant is told
only part of the truth or when the truth is fully
compromised.
• Two reasons for deception
– To prevent biasing the participants before the
survey or experiment
– To protect the confidentiality of a third party (
sponsor)
• The benefits to be gained by deception should be
balanced against the risks to the participants.
57. Issues Related to Protecting Participants
• Obtain Informed consent from participants
• Debriefing- Explanation of deception,
Description of hypothesis, goal or purpose of
study to participants, post study sharing of
results with the participants.
• Right to Privacy/Confidentiality – Guarantee of
confidentiality must be given to the
participants.
58. Ethical Issues related to the Client
• Sponsor non-disclosure- Some clients wish to
undertake research with out revealing
themselves.
• Purpose non-disclosure- Researcher has to
protect the purpose of the study.
• Findings non-disclosure
59. Right to Quality Research
• This right entails
– Providing a research design appropriate for the
research question.
– Maximizing the sponsor’s value for the resources
expended.
– Providing appropriate data handling and reporting
techniques for the data collected.
60. Ethics Related to Sponsor
• Sometimes researchers will be asked by sponsors to
participate in unethical behavior.
• To avoid coercion by sponsor the researcher should:
– Educate sponsor to the purpose of research
– Explain researcher’s role
– Explain how distortion of the truth leads to future
problems
– If necessary, terminate relationship with sponsor
61. Ethical Issues related to
Researchers and Team Members
• Safety- it is the responsibility of the
researcher to design a project so
that the safety of all interviewers ,
surveyors, observers or
experimenters is protected.
• Ethical behavior of assistants-
Researcher expects ethical
compliance or behaviour from the
assistants.
• Protection of anonymity-
Researcher & assistants should
protect the confidentiality of the
sponsor’s information & the
anomaly of the participants.
62. Rights of the Respondents
• Rights of the respondents
– Information collected for the MR should not be
misused for any other purpose.
– Respondents should not be forced to answer a
questionnaire.
– Information should be kept confidential.
– Respondents should be given the opportunity to
think & answer the questions that are of personal
nature.
– It is the responsibility of the market researcher to
accurately reflect the respondents replies in his
report.
63. Difference between Research methods &
Research Methodology
• Research methods refer to techniques that
are used for conducting research
• Ex: Observation, Questionnaires, interviews, Analysis
of historical records, Case studies
• Research methodology is a way to
systematically solve the research problem.
64. Research Methodology
• It is a way to systematically solve the research
problem.
• It is a science of studying how research is done
scientifically ( step by step)
• Researcher needs to know not only the methods &
techniques but also as to how to use relevant
method at the appropriate time
– Ex researcher in designing a building
• Research methodology has many dimensions &
methods only constitute a part of the research
methodology.
