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1. Business Research
Methods
Teacher | Dr. Theerachote Pongtaveewould.
Subject Code | 700-111
Semester | 3/2014
CREATED BY | PRABIN RAI (MAC)
55 1 719 0 045
BENBETHEL2000@HOTMAIL.COM
1

2. 2
The Company does not
conduct business solely for
profit only. But a philosophy
that seeks to produce quality so
that consumers get the most
performance based on four
reasons.
Company’s Background

3. 3
Company’s Background
1. Best raw
material
widely To get
the best
quality
products
2. To develop
products to
meet the
nutritional
needs of
Thailand
dynamically.
3. The
development of
production
technology and
management to
create better
quality always.
4. Fresh
take safety
so that
consumers
get the
best.

4. 4
The Company intends to maintain its leadership in the
production and distribution of bread and other bakery
wholesaler in standardized and consistent quality. Including a
commitment to development. More new products to provide
consumers with more choice. Expanding market to new
consumers, develop original products that have added value to
meet the needs and habits. Consumers are constantly changing.
Company’s Background

5. 5
Vision
Is a leading manufacturer and distributor of bakery products of
all types? The popular building and satisfaction to consumers.
Mission
1. Committed to developing and producing products that meet
the quality, safety and nutritional value.
2. The use of technology in modern production and high
efficiency.
3. Administrative Development and effective management
continued.
4. Build confidence and satisfaction to those involved.
Company’s Background

6. 6
Company President's Bakery Limited
(the Company) was incorporated in the
product portfolio. Line Food Chain
Sahapathanapibul Ltd. was founded by
Dr. artificial Chokwathana the food
product lines.
History of the Company
Saha is one of the products received. And a highly successful
example of Mama instant noodles and biscuits Nissin both
products contain wheat which is the main raw material in
production. The concept to expand into bread lines and bakeries
which use it. Flour is a raw material as well in those households,
bakeries, mostly small and family run business products

7. 7
available on the market, it is no quality standards consistent lack
of development, both in terms of products, distribution systems
and maintenance. Good deal Understanding consumer products.
Bakery quality standards are minimal. Market size and popularity
of the consumption of bakery also not much.
However, at the time when the government has to support the
industry. Production for commuting Instead of importing a
particular industry. Which is based on agriculture, coupled with
the lifestyle of the people of Thailand to change. The rural
population moving into society. More urban countries the role of
foreigners moving into more countries.
History of the Company

8. 8
With all the factors these opportunities bakery products can meet
Thailand's lifestyle even better.
Therefore, the Company's President Bakery Limited was
established in 2525 with the specific objective to produce and
distribute bread and products. Bakery quality standards. Under
the international standards “Farmhouses”.
History of the Company

9. 9
1. Identify a company that you may gain access to be
departmental manager (introduction of the company)
Answer: Farmhouse (PRESIDENT BAKERY PUBLIC
COMPANY LIMITED)
2. Interview the current functional Activities and its
improvements areas with one manager. Show his/her
Business card
Answer: Likewise Questions asked:
 What is the main activities of their business
 What is the Net Profit of this current main activity
 What is the expectation in the future
 What kind of activities are profitable in their
industry
Assignment # 1

10. 10
OFFICE: 121/84 - 85 RS Tower Building 29th Floor,
Ratchadapisek Road, Dindaeng, Bangkok 10400,
Thailand.
Tel: +66 (0)2209 3000
Fax: +66 (0)2209 3091-2

11. 11
3. Search information for the specific in which the firm belong to
Answer: Bakery Product
4. Practice writing a statement of problem for his company.
Answer: Sales Drop of Farmhouse’s bread, Bread categories is
different ways
Standardization: Company has to improve its standard and
quality according to their present price struggling with their
competitors, Because of their stable price the company is facing
very hardship to maintain their quality
Nutritional Value: Lack of innovation of good quality ingredients.
Promotional Activities tools: there should be proper use of
promotional tools like visual/audio advertisement, Brand
proposition , efficiency of sales force,

12. 12
1. Apply theories from either empirical research or textbooks or
internet to fit your research problem.
Answer: We use empirical research, textbooks and
internet
Assignment # 2

13. 13
2. Draw a schematic display of your conceptual model
containing certain relationship needed in your research
case.
Inefficiency of Sales
Force
Sales Drop
of
Farmhouse
Different
Local Brands
&
Import
Products
Lack of Nutritious
Value
Improper use of
Modern Promotional
Tools

14. 14
3. Re-write part “A” with the assertion of the remaining sections,
i.e. objective of the study; delimitation (scope), and importance
of the study.
Answer -
Objective of the study
1. To find whether the consumers prefer local product over
Import, and find the possible causes for it.
2. To find whether the advertisement affects the preference of
people
3. To find out the sales drop of Farmhouse Product

15. 15
Delimitation (Scope)
1. Our research has some delimitations scope described below:
2. We have limited funds that may affect the activity.
Availability of sufficient funds may be helpful in producing
better and more perfect results.
3. Time is other limitation. A comprehensive and perfect
research may take more time we have a limited short period
of time to accomplish this activity.
4. The research will be conducted in Bangkok and its
surroundings. It is quite possible that results may differ if
other areas of Thailand are also covered because the behavior
of the market varies from period to period.
5. We are not provided with necessary data from the
management side.

16. 16
Importance of the study
Aim of this research is to study the influence of the independent
variables i.e., hygiene, taste, convenience, nourishment and
economy in use over the dependent variable, which is preference
of BREAD. This study was correlational type of study. The
research was analytical in nature. This was an ex-post facto
research because variables were neither controlled nor
manipulated and no artificial setting was created for the study.
The research was a cross-sectional study. The time to complete
the research is not yet confirmed. All of the data are primary in
nature.

17. 17
1. Write a table of “Operationalization” of all your concepts and
variables.
Answer – Structure of Operationalization Table
Assignment # 3
Labeling Definition
Operational
components
Measurement
Farmhouse
Bread
(Bakery
Products)
A staple food prepared
from a dough of flour
and water, usually by
baking. And not made
from chemicals or
synthetically
 Standardization
 Advertisement
 Convenience
 Economy
 Hygiene
 Taste
Ordinal
{ Likert Scale}
 Excellence
 Very Good
 Good
 Average

18. 18
Re-write your conceptual model in correspondence to the
Operationalization part.
The variable of primary interest or the dependent variable is “preference for a type
of bread”. The variables influencing this are independent variables:
Standardization The quality of the product helps to costumer choose easily.
Advertisement The proper use of promotional tools increase the sales of the
product.
Convenience The more the Bread is convenient in availability and usage,
the more preference for it.
Economy More economical, higher preference of the bread.
Hygiene More hygienic, higher trust.
Taste Better the taste of wheat and barley, higher selection of
bread.
Nourishment Much nourishment value, the higher demand in daily food.
Popularity It can be one of the influential factors in buying decision of
Bread. Mostly people prefer Import Breads because it is
available at doorstep and they have to pay the price in form of
monthly payments.

19. 19
Align part “A” in such a way that it is compatible with all of
the aforementioned writings.
Unit of Analysis
The research was conducted to examine people’s reference of a
type of Bread regarding their considerations of convenience,
economy, hygiene, taste and nourishment. As Bread is a product
relating to household consumption, therefore, the unit of analysis
for this research study was families of different localities
belonging to different income groups.

20. 20
Population and Sample
Population of the research undertaken comprised of the people of
different localities of Bangkok. Unstructured and structured
interviews were conducted using a sample of 60 respondents,
taking 10 sub-samples from each of the 6 areas. These areas were:
Sathorn District Lat Phro District
Chatuchak District Watthana District
Khlong San District Pathum Wan District
The whole population was equally divided into the relevant
income groups so that opinion of every income group family with
reference to their Bread preference could be registered.

21. 21
Analysis and Results
Location
For finding any relationship between the use of Farmhouse Bread
and the region/area of the city, the city was divided into 6
regions, and a sub-sample of 10 was taken from each area. A
cross tabulation of ‘location’ with ‘use of Farmhouse Bread’ is
shown below.

22. 22
Interpretation: The table shows that there is not much relation between the
location and the usage of Farmhouse Bread, except areas like Chatuchak,
Khlong Sant and Pathum Wan, where the usage is relatively higher, but not
much significant.
Location
Use of Farmhouse Bread
Total
Yes No
Sathorn District
Lat Phro District
Chatuchak District
Watthana District
Khlong Tan District
Bangkok Noi District
7
8
9
6
5
7
3
2
1
4
5
3
10
10
10
10
10
10
Total 42 18 60

23. 23
Analysis and Results
Location
For finding any relationship between the use of Farmhouse Bread
and the region/area of the city, the city was divided into 6
regions, and a sub-sample of 10 was taken from each area. A
cross tabulation of ‘location’ with ‘use of Farmhouse Bread’ is
shown below.

24. 24
1. State all the Null and Alternate hypotheses of your work.
Answer:
Null Hypothesis:
Ho1= There is no relationship between Inefficiency of Sales
Force of Farmhouse Bread and Sales Drop of Farmhouse
Bread
Ho2 = There is no relationship between Improper use of Modern
Promotional tools of Farmhouse Bread and Sales drop of
Farmhouse Bread
Ho3= There is no relationship between lake of Nutrition value
of Farmhouse Bread and Sales Drop of Farmhouse Bread
Assignment # 4

25. 25
Alternatives Hypothesis:
Ha1 = There is a relationship between Inefficiency of Sales
Force of Farmhouse Bread and Sales Drop of Farmhouse
Bread
Ha2 = There is a relationship between Improper use of Modern
Promotional tools of Farmhouse Bread and Sales drop of
Farmhouse Bread
Ha3= There is a relationship between lake of Nutrition value of
Farmhouse Bread and Sales Drop of Farmhouse Bread
Therefore ρ = 0

26. 26
Exhibit the test statistics of each hypothesis.
Answer:
The test statistic is a quantity calculated from our sample of
information. Its value used to decide whether or not the null
hypothesis should be rejected in our hypothesis test. Example: in
hypothesis testing for the mean µ, the test statistic “z” is so large.
The choice of a test statistic will depend on the assumed
probability model and the hypotheses under question.
Correlation coefficient
𝑟𝑥𝑦 =
𝑛 𝑥𝑦 − 𝑥 𝑦
𝑛 𝒙 𝟐 − 𝑥 2 𝑛 𝑦 𝟐 − 𝑦 2