The document discusses research processes and defines research as the systematic identification, collection, analysis, and use of information to improve decision-making. It outlines the typical steps in a research process, including problem definition, developing an approach, research design formulation, data collection, data analysis, and reporting. An example is provided of a study where the researcher failed to properly define the problem, resulting in irrelevant data collection. Proper problem definition is emphasized as the starting point for any successful research project.

1. 1
Understanding Research – An Overview

2. 1-2
Defining Research
Research is the systematic and objective
identification
collection
analysis
dissemination
and use of information
for the purpose of improving decision making related to the
identification and
solution of problems and opportunities in any field.

3. 1-3
The Role of Research
Controllable
Variables
•Product
•Pricing
•Promotion
•Distribution
• Consumers
Research
Decision
Making
Providing
Information
Assessing
Information
Needs
Uncontrollable
Environmental
Factors
•Economy
•Technology
•Laws &
Regulations
•Social & Cultural
Factors
•Political Factors
Customer Groups
• Employees
• Shareholders
• Suppliers
Information

4. 1-4
Problem
Identification Research
Problem Solving
Research
Market Potential Research
Market Share Research
Market Characteristics Research
Segmentation Research
Product Research
Promotion Research
Research

5. 1-5
Research Process
Problem Definition
Development of
approach to problem
Research Design
formulation
Fieldwork or Data
collection
Data Preparation
and Analysis
Report and Presentation
• Problem Definition
•Research Design formulation
• Data Analysis

6. 1-6
Research Process
Problem Definition

7. 1-7
Example Study
One day I received a phone call
from a research analyst who
introduced himself as one of our
alumni.
He was working for XYZ
company in town and wanted
help analyzing the data he had
collected while conducting a
marketing research study.

8. 1-8
Example Study
When we met, he presented me with a copy of the questionnaire
and asked how he should analyze the data. My first question to
him was,

9. 1-9
Example Study
When he looked
perplexed, I explained
that data analysis is not
an independent exercise.
Rather, the goal of data analysis is to PROVIDE INFORMATION
RELATED TO THE PROBLEM COMPONENTS.

10. 1-10
Example Study
I was surprised to learn that he did not
have a clear understanding of the
research problem and that a written
definition did not exist. So before
going any further, I had to ddeeffiinnee the
marketing research problem.
Once that was done, I found that much of
the data collected was not relevant to the
problem. In this sense, the whole study
was a waste of resources. A new study had
to be designed and implemented to address
the problem defined.

11. 1-11
Problem Definition

12. 1-12
Research Process
Development of
approach to problem

13. 1-13
Research Process
Research Design
formulation
- A framework or blueprint for
conducting the research
project. It details the
procedures necessary for
obtaining the information
needed to structure or solve
research problems.

14. 1-14 A Classification of Marketing
Research Designs
Research Design
Single Cross-
Sectional Design
Conclusive
Research Design
Multiple Cross-
Sectional Design
Exploratory
Research Design
Descriptive
Research
Causal
Research
Cross-Sectional
Design
Longitudinal
Design

15. 1-15
See your way through…
You pen down
and think about
literally every
thing which you
have to do in
carrying out
your project…

16. 1-16
Research Process
Fieldwork or Data
collection

17. 1-17
Research Process
Data Preparation
and Analysis

18. 1-18
Data Preparation Process
Prepare Preliminary Plan of Data Analysis
Check Questionnaire
Edit
Code
Transcribe
Clean Data
Statistically Adjust the Data
Select Data Analysis Strategy

19. 1-19
Analyzing the Data
 Know properties of Data
 Properties of Statistical techniques
 Analyze the data

20. 1-20
Research Process
Report and Presentation

21. 1-21
Reporting the Results
1. They are the tangible
products of the research
effort.
2. Management decisions are
guided by the report and
the presentation.
3. The involvement of many
managers in the project is
limited to the written
report.
4. Management's decision to
undertake research in the
future or to use the
particular research supplier
again will be influenced by
the perceived usefulness of
the report.

22. 1-22