The document discusses the research process and provides details about a case study on a department store patronage project. The purpose of the project was to evaluate a major department store, Sears, and its competitors. A survey was conducted through in-home interviews of 271 households to understand customer preferences, perceptions, and factors influencing their choice of department stores. The findings helped identify Sears' weaknesses and develop appropriate marketing strategies to improve its image and sales.

1. The Research Process

2. What is research……….??? Systematic search for knowledge through method of study, observation, comparison & experiment. An answer to the question/ a solution to the problem. The art of scientific investigation.

3. Series of various actions, which are necessary to effective research work. Research process consist of a number of closely related activities. Various steps involved in a research process are not mutually exclusive;nor they are separate & distinct. What is research process……???

4. Steps involved in research process….. 1 ST STEP-Establishing the needs for research 2 ND STEP-Defining the problem 3 RD STEP-Formation and Development Working Hypothesis 4 TH STEP- Determining research design 5 TH STEP-Identifying information types and source 6 TH STEP-Determining methods of assessing data 7 TH STEP-Designing data collection form 8 TH STEP-Determining sample plan and size

5. Contd…. 9 TH STEP-Data collection 10 TH STEP-Analyzing data 11 TH STEP-Preparing and presenting final research report

6. STEP 1-Establishing the needs for market research…. This step involves identification of a few problems and selection of one out of them, after evaluating the alternatives against ce rtain selection criteria . Market research is not needed when: Required information is already available Decesion need to be made now Organisation can’t afford the research Cost outweight the value of research

7. STEP 2-Defining the problem.. The most important step in the research process is defining the problem. PROCESS INVOLVED IN DEFINING THE PROBLEM STATEMENT OF THE PROBLEM IN A GENERAL WAY. UNDERSTANDING THE NATURE Of PROBLEM SURVEYING THE AVAILABLE LITERATURE

8. Contd…. DEVELOPING IDEAS THROUGH DISCUSSIONS REPHRASING THE RESEARCH PROBLEM

9. Modes of problem identification…. There are 3 modes of problem identification: Extraction from a managers practical problem in a dialogue. Cognitive identification of an experienced researcher in the area of his expertise. A two step research process by a novice(scholar):literature search & pilot study.

10. STEP 3- Formation and Development of working hypothesis Assumptions are drawn to test its logical sequence. Hypothesis is guiding force of researcher. Outcome of researcher is deep thinking of research

11. Preparation of Research design Outline or a conceptual structure Collecting relevant data. Methods for preparation of research design

12. STEP 4-Determining research design…. EXPLANATORY RESEARCH: Collecting information in an unstructured & informal manner. DESCRIPTIVE RESEARCH: Refers to a set of methods & procedures describing research variables. CASUAL RESEARCH: (Experiments & other approches):allows isolation of causes & effects.

13. STEP 5-Identifying information types & source…. SECONDARY DATA : Information that has been collected for some purpose other than the research at hand. PRIMARY DATA: Information that has been gathered specially for the research objectives at hand.

14. STEP 6-Determine methods of accessing data… SECONDARY DATA: Accessing data through source such as the internet & library . PRIMARY DATA: Collecting data from participants through methods such as telephone,mail,online & face to face(quantitative)& observation studies & focus groups(qualitative).

15. STEP 7-Design data collection forms.. The design of data collection form that is used to ask or observe projects is critical to the success of the project. It is easy to write a set of questions but very difficult to construct a questionnaire. General types “instruments”(forms) & record information in research. Questionnaires. Observation study forms(protocols).

16. STEP 8-Determine sample plan & size ….. SAMPLE PLAN AND ITS CHARACTIRISTICS Refers to the process used to select units from the population to be included in the sample. Representativeness. Adequate. Independence. Homogenous. Lack of bias. Accurate and complete.

17. SAMPLE SIZE AND ITS DETERMINATION Refers to determining how many elements(units)of the population should be include in the sample. Nature of Universe. Number of classes proposed. Nature of study. Type of sampling. Standard of accuracy. Availability of finance.

18. STEP 9-Data collection….. Sound data collection is very important because regardless of the data analysis methods used,data analysis cannot “fix” bad data. Non sampling errors may occur during data collection.They are related to poor design &/or execution of the data gathering. Sampling error may occur based purely on chance.

19. STEP 10-Analyze data…. DATA ANALYSIS: Involves entering data into computer files,inspecting data for errors (data cleaning),running tabulations (frequencies), & conducting various stastical tests.

20. Findings are presented,often by research objective in a clear & concise way. The need for a good report cannot be overlased.It is the report,& for its presentation,that properly communicates the results to the clients. STEP 11-Prepare & present the final research report…

21. Contd… Report should consist of:- Preliminary Pages Title page Acknowledgement Foreword. Table Of Contents. List of Tables, Charts & Graphs.

22. Contd… 2. Main Text Introduction. Summary Of Findings. Main Report. Conclusion. 3. At the end of the report Appendices & Bibliography Should be mentioned.

23. Contd… Avoid Vague language while writing report like “it seems”, “there may be”, etc. Charts and illustrations should be mentioned only if they present clear information.

24. CASE STUDY: THE DEPARTMENT STORE PATRONAGE PROJECT A department store patronage project is used to illustrate concepts & data analysis procedures.The purpose of this project was to access the relative strengths & weaknesses of a major department store relative to a group of direct & indirect competitors.This store will be referred as Sears;the true identity of actual store has been disguised.The goal was to formulate marketing programs designed to boost the declining sales & profit of Sears.Ten major stores,including prestigious department stores(eg.,Saks Fifth Avenue,Neiman-Marcus),national chains(eg.,J.C Penney),discount stores(eg.,Kmart, Wal-Mart),& some regional chains (eg.,Kohl’s) where considered in this study.A questionnaire was designed & administered.using in-home personal interviews,to a convenience sample of 271 households drawn from a major metropolitan area.A six-point scale was used (subjects were asked to check a number from 1 to 6) whenever ratings were obtained.The following information was solicited:

25. Contd…. 1.Familiarity with the 10 department stores. 2.Frequency with which households members shopped at each of the 10 stores. 3.Relative importance attached to each of eight factors selected as the choice criteria utilized in selecting a department store.These factors were quality of merchandise,variety & assortment of merchandise.returns & adjustment policy,service of store personnel,prices,convenience of location,layout of store,& credit & billing policies. 4.Evaluation of 10 stores on each of eight factors of choice criteria. 5.Preference ratings for each stores. 6.Rankings for 10 stores(from most preferred to least preferred). 7.Degree of agreement with 21 lifestyle statements. 8.Standard demographic characteristics(age,education,education.etc). 9.Name, address, & telephone number.

26. Contd…. The study helped the sponser to determine consumers perceptions of & preferences for the department stores.Areas of weakness were identified in terms of specific factors influencing the consumers choice criteria & in terms of specific product categories.Appropriate marketing research programs were designed to overcome these weaknesses.Finally,a positioning strategy was developed to attain a desirable store image. Questions: 1.What was the marketing opportunities & problem confronting Sears? 2.What role can marketing research play in helping Sears? 3.What type of marketing research would be needed to help Sears decide whether it should aggressively expand in rural areas in the United States?

27. MAJOR PROBLEMS…… Declining sales & profit. No market research. Competetion. No positioning strategy.

28. STEPS TAKEN BY THE ORGANISATION TO SOLVE THE PROBLEM…. Survey was conducted in 10 deparmental stores. Consumer preferences were kept in mind. Questionnaire was designed to see the consumers likings. Personal interviews were taken in 271 households drawn from a major metropolitan area.

29. CONTD…. Ratings were done according to consumer preferences. Relative importance attached to each of eight factors selected as the choice criteria utilized in selecting a department store.These factors were quality of merchandise,variety & assortment of merchandise.returns & adjustment policy,service of store personnel,prices, convenience of location,layout of store,& credit & billing policies.

30. FORMULATION OF THE PROBLEM Declining sales of the company due to improper research & due to intesive competetion in the market.

31. SOLUTION TO THE PROBLEM…. Market research should be done. Proper strategy should be adopted by the company. Market survey. Consumer preferences.

32. Visit www.sears.com for relevant information on case study. Case study: Marketing research By: Naresh K.Malhotra Books reffered: Management research methodology By: K.N Krishnaswamy Appa Iyer Shivkumar M.Mathirajan Research Methodology By: C.R Kothari

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