What is Research ? Objectives of Research Qualities of a Good Research Worker TYPES OF RESEARCH APPLICATION OF RESEARCH RESEARCH PROCESS MARKETING INFORMATION SYSTEM LIMITATIONS OF RESEARCH

2. IT IS AN ART OF INVESTIGATION OR ENQUIRY SPECIALLY THROUGH
SEARCH FOR NEW FACTS IN ANY BRANCH OF KNOWLEDGE.

3.  To gain familiarity with a phenomenon or to achieve new insights into it.
 To portray accurately the characteristics of a particular individual,situation,group.
 To determine the frequency with which something occurs or when it is associated with
something else.
 To test the hypothesis of a casual relationship b/w variables.

4.  Friendly with Respondents
 Least discouragement
 Free from prejudice
 Capacity of depth information
 Accuracy
 Truthful
 Keen observer
 Careful in listening
 Least time consumer

5. TYPES OF RESEARCH
Descriptive V/S Analytical
 Descriptive research:- It includes surveys and fact findings of different
kind. The researcher has no control over the variables, he can only report what was
happened or is happening.
 Analytical research:- It includes facts or information already analyzed
these facts to make a critical evaluation of the material.

6. Applied V/S Fundamental
 Applied research:- It aims at finding a solution for a immediate problem facing a society or
an industrial or business organization.
 Fundamental research:- It is concerned with the generalization and with the formulation
of a theory.
Qualitative V/S Quantitative
Qualitative research:- It is concerned with the phenomenon related to the quality of any
kind.
Quantitative research:- It is based on the measurement of quantity or amount.

7. Conceptual V/S Empirical
 Conceptual Research:- It is a research based on some abstract ideas or
theory. It is done by a philosopher or thinkers to develop new concepts or reinterpret
existing ones.
 Empirical Research:- It is based on experiences or observations without
considering any concepts or theory.

8. APPLICATION OF RESEARCH
 PRODUCT RESEARCH – It examines whether the quality of a new product
conforms to the desired attributes. It analyses the product mix in companion with
the competitive products.
 SALES RESEARCH – It would like to examine various sales outlets or territories
in the light of their performance in terms of sales.
 CUSTOMER RESEARCH – It is concerned with the studies of buyer behavior
such as sociological, economic and psychological that influence the customers in
their decision to buy the product.
 ADVERTISING RESEARCH – Another area in marketing is related to advertising,
the main objective of a firm using advertising is to increase awareness of its product
or service to the target group, leading eventually to increased sales.

9. RESEARCH PROCESS
1. Formulating the research problem - The researcher needs to find out
the problem he wants to study. He must have a general idea about the subject
matter.
2. Extensive literature review or surveys - One’s the problem is
formulated a brief summary is prepared and is submitted to the necessary board
or committee for approval.
3. Development of working hypothesis - After extensive literature
review, researcher should State in clear terms the working hypothesis.
4. Preparing the research design - The research problem having
been formulated in clear terms.

10. 5. Determining a sample design - A complete enumeration of all the
items in the population is known as a census inquiry. The researcher must decide
the way of selecting a sample or what is popularly known as the sample design.
6. Collection of Data - There are several ways of collecting the data which
differ considerably in context of money costs, time and other resources at the
disposal of the researcher. It can be collected through primary or secondary data
type.
7. Execution of the project - Executive of the project proceeds on
correct lines if the data collected is dependable and accurate. The
researcher should check that the project in a systematic and in a timely

11. 8. Analysis of data - After the data is collected the researcher
closely analysis the data and converts the raw data through coding,
tabulation and then drawing statistical information.
9. Hypothesis testing - After analyzing the data as stated above,
the researcher is in a position to test the hypothesis, if any, he had
formulated earlier. Do the facts support the hypothesis or they happen
to be a contrary.
10. Generalization and Interpretation - If a hypothesis is tested
and upheld several times, it may be possible for the researcher to
arrive at generalization, i.e., to build a theory.

12. MARKETING INFORMATION SYSTEM
Market Research is to be distinguished from Marketing
Information System (MIS). The latter has been a structured,
interacting complex of persons, machines, and procedures
designed to generate an orderly flow of pertinent information,
collected from both intra and extra firm sources, for the use as
the basis for decision- making in specified areas of Marketing
management.
Marketing Information System concentrates on the storage and
flow of information to Marketing managers.

13. LIMITATIONS OF RESEARCH
1) A major constraint is on account of the heterogeneity of the country
with the vast geographical area. Added to this is the language
problem. So many languages are spoken in the country that a
nation-wide survey using the questionnaire method becomes
extremely difficult. In addition, this method becomes quite
expensive.
2) Another problem in the use of Marketing research is the non-
availability of relevant secondary data.
3) Many business firms believe that marketing research is too
expensive.
4) At times, the relationship between the researchers and management
may also act as a constraint. This may happen in those business
firms where management and researchers do not understand and
appreciate each other’s viewpoint.