Research Methodology

1. 1
UIS18503
Research
Methodology
Dr. Ramu Vasu

2. Research Methodology

3. What is Research?
Research
Re-search solution for a Problem / Gain More
Information.

4. What is research?
to the
 Research means finding answers questions.
 It is a systematic search for truth.
 Through research, new and original information, ideas about
the world we live in, are obtained.
 Research is search for knowledge.
a scientific and
 Research is defined as
systematic search for information on a
specific topic.

5. 6
Amount of
knowledge
Advancement of
Technology
Utility of
Applications
Quality of
Life
Application Development
Applied Research
Basic Research
Curiosity

6. 6

7. Select you Title
– A study on customer satisfaction towards Zomato with special reference to Chennai.
– Marketing 80
– Hr 15
– Finance Stock Market Company financial Position. 5
– Problem Statement.
– Is customer are satisfied with Zomato Food Service?
– Objective of Study
– Primary Objective
– Secondary objective
– Primary Objective
– Is customer are satisfied with Zomato Food Service?
– Secondary objective
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8. 1. Title
2. Introduction ( Industry and Company)
3. Statement of the Problem
4. Review of Literature
5. Objectives of the Study
6. Hypotheses for the Study
7. Research Design and Methodology
8. Conceptual Framework
9. Report Writing and Implications of the Study
10. Financial Assistance Required
11. Conclusion
12. Select Bibliography

9. WHAT IS RESEARCH?
•Research is systematic, because it follows certain steps that
are logical in order.
These steps are:
1.Understanding the nature of problem to be studied and
identifying the related area of knowledge.
1.Reviewing literature to understand how others have
approached or dealt with the problem.
( 1.to be update.2. Inputs Variables & Model. 3. Authenticated)

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1.Research Design.
2.Collecting data in an organized and controlled
manner so as to arrive at valid decisions.
4.Analyzing data appropriate to the problem.
5. Finding & sugestions.
6.Drawing conclusions and making decision
based upon the research.

11. According to Clifford Woody (Kothari 1988) research comprises of ,
“Defining and redefining problems, formulating hypothesis
or suggested solutions;
evaluating data; making
collecting, organizing and
deductions and reaching
conclusions; and at last carefully testing the conclusions to determine whether
they fit the formulating hypothesis.”

12. According to Redman and Mory (1923), defined research is a
"systematized effort to gain new knowledge“.
In the Encyclopedia of Social Sciences, D. Slesinger and
M. Stephension (1930) defined research as
"the manipulation of things, concept or symbols for
the purpose of generalizing to extend, correct or verify knowledge, whether
that knowledge aids in construction of theory or in practice of an art".

13. 1. To gain familiarity with a phenomenon or to achieve new insights into it
2. To portray accurately the characteristics of a particular individual, situation or a group
3. To determine the frequency with which something occurs or with
which it is associated with something else
4. To test a hypothesis of a causal relationship between variables

14. Environmental Level
1. Technological innovations.
2. Competitors Analysis.
3. Industry fears.
4. New Market entry.
5. New product development
Organizational Level
1.HRM.
2.Finance.
3.Production.
4.Organizational Effectiveness and
Success.
Marketing Level
1. Product.
2. Price.
3. Place.
4. Promotion.
5. Sales.
6. Customer.
Scope of research

15. Environmental level
• Technological innovations: Research is
conducted to know & adapt new
technological innovations,
developments in machinery, method,
etc. used . For e.g., to know level of use
of information technology e.g.
Networking, Tally, SAP, etc. in the
organization.

16. Environmental level
• Economical, Socio-Cultural, Natural,
Political - Legal Environments :
Research is
also done to
characteristics,
know the
complexity,
dynamism of socio-Cultural,
economical, political- legal,
gives the
which ultimately idea
of the potential,
feasibility, viability etc. of the market.

17. Environmental level
• Competitors
Companies
Analysis:
conducts
research for studying the
competitors,
strategic patterns of
their
strengths & weaknesses
for making better
strategies for competing
effectively in order to
the
survive & thrive in
market.

18. Environmental level
• Industry fears: Research is conducted
sometimes to know the survival & growth
opportunities of an industry. it may be due
to the extinction of raw material/sources of
raw material . E.g. Finishing stock of
Petroliam, coal may cause the extinction for
automobile & power industry thus research
for alternative sources/solutions is
conducted. For the above e.g. the solutions
are electric car(automobile), CNG gas
generated Automobile, Battery driven
Automobiles.

19. Environmental level
• New Market entry: Before making
any entry into any new market ,
companies conduct
research/pilot survey to
know market
commercial
potential,
feasibility,
growth rate
level of
for the
the
acceptance
consumers.

20. Environmental level
• New product
development: Research is
mainly conducted to
know needs,
desires,
wants,
tastes,
problems,
preference,
demography,
psychography etc. of
consumers. On the basis of which
Organizations may develop new
products & Services.

21. Organizational level
• HRM: it is related to
Efficiency, productivity,
Effectiveness, performance,
Satisfaction level of
Employees, structure,
culture etc. of the
organization.

22. Organizational level
• Finance: It may be related to any operation like financial analysis, Capital
structure, Ratio analysis etc. Research is done to evaluate the performance or
viability of the existing systems /procedures
– /approaches for the same, in order to improve the existing one or develop new
methods for the
same. Ultimately the
remains for reducing
motive
loss &
increase profitability.

23. Organizational level
• Production: Here, research is related to know and
improve the efficiency, productivity, effectiveness level of
workers
– , process planning, materials planning, layout, purchasing
etc. which
objectives
minimization
ultimately of
&
have
cost
Profit
maximization.

24. Organizational level
• Organizational Effectiveness and Success: It is related to effectiveness,
efficiency, rationality, viability of general
management, administration, systems, procedures, operations,
policies, rules
prevailing currently in
,Regulations etc.
the
organization. Any research which can
contribute to enhance the effectiveness of
the organization or towards the success of
the organization

25. Marketing level
• Product: Research is conducted to
improve quality, features, design,
packaging, labeling, and
differentiation etc. of the products
or services.

26. Marketing level
• Price: Research is conducted for the
cost minimization, determining Pricing
methods(strategies), develop new
pricing strategies etc. for the product in
order to attract & retain the
customers.

27. Marketing level
• Place: Research is also conducted for
evaluating & improving the
performance, satisfaction, effectiveness
of
channels
agents
the distribution
(Retailers, Dealers, etc.)

28. Marketing level
• Promotion: Research is also conducted
to determine & develop appropriate &
new approaches/methods for
Advertising, Sales promotion as per the
target market.

29. Marketing level
• Sales : Research is conducted
to know the
performance(sales
sales
audit),
effectiveness & efficiency of the sales
force, Determination of Sales Quota,
defining Sales
Territory, developing
innovative & effective sales
training & motivating
techniques

30. Marketing level
• Customer: current trend of shopping &
Consumption patterns of consumers
Scope.

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32. Characteristics of Research
1. Reliabity
2. Validity
3. Accuracy
4. Credibility
5. Generalizability
6. Empirical
7. Systematic approach
8. Controlled

33. Types of Research

34. Major Types of Research
1. Descriptive Research
2. Analytical Research
3. Applied Research
4. Basic Research
5. Quantitative Research
6. Qualitative Research
7. Conceptual Research
8. Non-Scientific Methods

35. Descriptive Research (90)
• Surveys and fact finding enquiries of different kinds
• Purpose is the description of the state of affairs as it
exists in present
• Ex Post Facto Research
• Researcher has no control over the variables; he can only
report what has happened or what is happening

36. Subdivisions of Descriptive Research
• Survey Research
• The Case Study
• Correlational Study
• Comparative Study

37. Analytical Research
in-depth study and of
available
• Involves
evaluation
information in an attempt to
explain complex phenomenon
•The researcher has to use facts or information
already available and analyze these to make a
critical evaluation of the material

38. Subdivisions of Analytical Research
• Historical Research
• Philosophical Research
• Review
• Research synthesis (meta analysis i.e. analysis of the review
already published)

39. Applied / Action Research
• Finding a solution to an immediate problem. ( COVID -19)
• Research aimed to find social or political trends that may
affect a particular institution is an example of applied research
• Subtypes
– Marketing Research
– Evaluation Research

40. Basic / Pure / Fundamental Research
• Concerned with generalizations and with the formulations
of a theory.
• Natural phenomenon and mathematics are
examples of basic research.
• Finding information that has a broad base of
application.

41. Quantitative Research
• Based on measurement of quantity or amount
• Weighing, measuring are examples of quantitative
research

42. Qualitative Research
• Phenomena relating to quality or kind
• Character, personality
examples of variables
and mankind are used
to measure
qualitative research
•Word association test, sentence completion test

43. Conceptual / Experimental Research
• Related to some abstract idea or theory
• To developnew concepts or to reinterpret existing ones
• Attempt to establish cause and effect relationship

44. Unscientific Methods of
Problem Solving
• Tenacity
– Cling to certain beliefs despite lack of evidence
– Superstitions; eg: Black cat brings bad luck
• Intuition
– Considered to be common sense / self evident; may be found
to be false
• Authority
– Reference to authority – used as a source of knowledge

45. • The Rationalistic Method
– Derive knowledge through reasoning
– Basketball players are tall. Haresh is a basketball player.
Therefore, Haresh is tall.
• The Empirical Method
– Describes data or a study that is based on objective
observation
– Relies on observation or experience, capable of being verified by
experiment

46. Other Types of Research
• Based on Time
– Cross – Sectional Research
– Longitudinal Research
• Based on Environment
– Field Research
– Laboratory Research
• Clinical or Diagnostic Research
• Case study or in-depth approaches

47. • Exploratory Research
– Hypothesis development, ratherthan hypothesis testing
• Formalized Research
– Substantial structure and with specific hypothesis to be tested

48. • Historical Research
– Utilize historical sources to study events of the past
• Conclusion oriented
– Picking a problem, redesign enquiry, conceptualize
• Decision oriented
– For the need for a decision maker, researcher cannot embark upon
research his own inclination
– e.g.: Operations Research

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51. DESCRIPTIVE RESEARCH VS ANALYTICAL
– 🞭 Descriptive:
– 🞭 Fact – finding
– 🞭 the major purpose of this type is to describe the state of affairs as it exists
at present
– 🞭 Its also know Ex post facto research.
– 🞭 Ex : frequency of shopping
– 🞭 (in simple ) surveys .
– 🞭 Analytical :
– 🞭 On the other hand analytical researcher has to use facts or information already
available, & analyze the to make evaluation of material.

52. APPLIED VS FUNDAMENTAL RESEARCH
🞭 Applied :
🞭 It aims at finding a solution for an immediate problem facing
by an entity.
🞭 Ex: marketing research
🞭 Fundamental :
🞭 It is also known as pure research
🞭 It aims at with generalization.
🞭 Ex : pure mathematics

53. QUANTITATIVE VS QUALITATIVE
🞭 Quantitative:
🞭 Its based on the measurement of the quantity.
🞭 It is applicable to phenomena that can be expressed in
terms of quantity.
🞭 Qualitative:
🞭 This type is applicable to phenomena that is measured in
terms of quality
🞭 Ex: motivation research

54. CONCEPTUAL VS EMPIRICAL
🞭 Conceptual :
🞭 This sort of research is generally related to some abstract
idea or theory
🞭 Ex : philosophy theories Empirical:
Also know as “Experimental research
it relies on experience & observation alone
🞭

55. RESEARCH DESIGN

56. WHAT IS RESEARCH DESIGN ?
• Task of defining the research problem is the
preparation of the research project, popularly
known as the “research design".
• Decisions regarding what, where, when, how
much, by what means concerning an inquiry
or a research study constitute a research
design.

57. Meaning of research design
A research design is the arrangement of
conditions for collection and analysis of
data in a manner that aims to combine
relevance to the research purpose with
economy in procedure.

58. Research design have following
parts.
1. Sampling design
2. Observational design
3. Statistical design
4. Operational design

59. Sampling designs ( Rice)
 Which deals with the methods of selecting
items to be observed for the study.
Observational design
 Which relates to the condition under which
the observation are to be create.

60. Statistical design
 Which concern the question of the of How
the information and data gathered are
to be analyzed ?
Operational design
 Which deals with techniques by
which the procedures satisfied in
sampling .

61. Features of a good research design
A research design appropriate for a particular





research problem, usually involves the following
features.
The way we obtaining information.
The availability and skills of the researcher and his
staff, if any.
The objective of the problem to be studied. The nature
of the problem to be studied .
The availability of time and money for the research
work.

62. Research Design - Research / Find out solution to a problem.
Descriptive Research ( Retail Investors in stock Market)
– Population
– Place (Chennai or Tn Or Pan Indian )
– People actively trading in Indian Stock market.
– Sample Design. ( Size)
– Statically Tools use - ( Hypothesis) ug : 1 / 2
– Drinking more water and temperature
– 5li 45
– 3 35
– 2 25
– H0 : There is no significant relationship between water consumed and the temperature.
– We will get P Value . based on Reject or Accept the hypothesis.
– Hypothesis Reject.
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63. A GOOD RESEARCH

64. INTRODUCTION
• A good research employs
scientific methods.
• It is systematic, logical, empirical
& replicable.

65. CHARACTERISTICS OF A
GOOD RESEARCH

66. 1. ORDERLY & SYSTEMATIC
• A good research is orderly and is conducted
in a systematic way
• This is the single most important criterion
in a scientific research.

67. 2. BASED ON PROFESSIONAL
ISSUES
• The fundamental purpose of any research is resolve any
current issues of a profession.
• Therefore a good research must be based on the current
professional issues.
• A good research must come up with solutions to
professional concerns.

68. 3. BEGIN WITH CLEARLY DEFINED PURPOSE.
• A good research is begun with a clearly stated
purpose.
• Only a clearly defined research with a clear
purpose can be conducted in an effective
manner.

69. 4. EMPHASIZE TO DEVELOP,
REFINE & EXPAND
PROFESSIONAL KNOWLEDGE
• The main aim of any research is to develop the body of
knowledge of a profession or define the existing
knowledge.
• Therefore a good research is directed towards expansion
of professional body of knowledge.

70. 5. DIRECTED TOWARDS OF DEVELOPMENT OR
TESTING OF THEORIES.
• Theory development & testing is a systematic
process of enquiry in any discipline.
• Only a good research aims and develops or
tests a theory.

71. 6. PROBLEM SOLVING
• The first and foremost importance of a good research
is finding a solution to existing
problem
• A good research is directed towards finding an
answer or pertinent solution for the
emerging professional problems.

72. 7. DEDICATED TO DEVELOP
EMPIRICAL EVIDENCE
• The purpose of a good research is to generate
empirical evidences, which can be used to
improve the professional practices.
• Therefore a good research strives to develop
empirical evidences.

73. 8. STRIVE TO COLLECT FIRST
HAND INFORMATION / DATA
• A good research is conducted by collection
of data directly from subjects by different
methods (Questionnaire, Interviews,
Observation)

74. 9. OBJECTIVE & LOGICAL IN
PROCESS
• A good and a successful research emphasizes on
objective & logical process.
• Research conducted through subjective means or in
a haphazard manner will never lead to satisfactory
results.

75. 10. GENERATE FINDINGS TO
REFINE & IMPROVE
PROFESSIONAL PRACTICE
• A research cannot be considered successful if it fails
to contribute towards professional practice.
• A good research strives to refine the elements of a
profession as per the need of time.

76. 11. USE APPROPRIATE
METHODOLOGY
• A good research is conducted following the
selection of an appropriate methodology.
• Unsuitable methodology will result in wrong
findings and contributes to a weak research.

77. 12. CONDUCTED ON A
REPRESENTATIVE
SAMPLE
• Generalization of research findings is possible if the
study is conducted on a sample which has
characteristics similar to the population of the study.
• Therefore a good research is conducted on a
representative sample.

78. 13. USES APPROPRIATE
METHODS & TOOLS OF DATA
COLLECTION
• A good research employs appropriate methods &
tool for the conduct of the study.
• Methods & tools of data collection varies
depending on the nature & type of research.

79. 14. USES VALID & RELIABLE
DATA COLLECTION
TOOL
• Evidences generated from a research activity can only
be considered valuable if they are generated through
valid & reliable research tools.
A good research utilizes a valid & a reliable tool to collect
data from the subjects.

80. 15.CAREFULLY RECORDED &
REPORTED
– In the absence of careful recording & reporting, evidences generated
through a research may be covert in nature.
– A good research employs itself to generate quality empirical evidences & the
evidences thus gathered are duly reported.

81. 16. ADEQUATELY ANALYSED
& RESEARCHED
• Any research activity is considered to be poor if it
fails to adequately
analyses & researched.
• This activity is done using standardized &
accepted methods of data
analysis

82. 17. PATIENTLY CARRIED OUT
• Research cannot be carried out in a hurry. It
needs a long time & patience.
• Therefore a patient endurance is the most
important foundation of a good research.

83. 18. RESEARCHER’S
EXPERTISE, INTEREST,
MOTIVATION & COURAGE
• A good research work largely needs the researcher’s
expertise, interest, motivation & courage of
researchers.
• In the absence of these attributes, accomplishment
of a good research cannot be carried out.

84. 19. ADEQUATELY COMMUNICATED
• The new knowledge obtained from a good research
remains useless until and unless it is adequately
communicated to it’s users or stakeholders.
• Therefore a good research activity strives to communicate
findings as widely as possible.

85. Unit I- 5 mark questions Bank
– A. Discuss the process of research
– B. Discuss in details the various research designs.
85

86. THANK YOU
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