Research Methodology Assignment PDF 2022
Added on 2022-10-19
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Research Methodology
Research
The word research is composed of two syllables, re and search. The dictionary defines the
former as a prefix meaning again, anew or over again and the latter as a verb meaning to
examine closely and carefully, to test and try, or to probe. Together they form a noun describing
a careful, systematic, patient study and investigation in some field of knowledge, undertaken to
establish facts or principles. (Grinnell 1993: 4)
Grinnell further adds: ‘research is a structured inquiry that utilizes acceptable scientific
methodology to solve problems and creates new knowledge that is generally applicable.’
According to Clifford Woody, “Research comprises of defining and redefining problems,
formulating the hypothesis for suggested solutions, collecting, organizing and evaluating data,
making deductions and reaching conclusion and further testing the conclusion whether they fit into
formulating the hypothesis.”
“Marketing 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 marketing.”
Several aspects of this definition are noteworthy.
First, marketing research is systematic. Thus, systematic planning is required at all stages of the
marketing research process. The procedures followed at each stage are methodologically sound, well
documented, and, as much as possible, planned.
Marketing research uses the scientific method in that data are collected and analyzed to test prior
notions or hypotheses.
Marketing research attempts to provide accurate information that reflects a true state of affairs. It is
objective and should be conducted impartially. Although research is always influenced by the
researcher’s philosophy, it should be free from the personal or political biases of the researcher or the
management. Research that is motivated by personal or political gain involves a breach of professional
standards. Such research is deliberately biased so as to result in predetermined findings. The motto of
every researcher should be, “Find it and tell it like it is.”
Marketing research involves the identification, collection, analysis, dissemination, and use of information.
Each phase of this process is important. We identify or define the marketing research problem or
opportunity and then determine what information is needed to investigate it. Because every marketing
opportunity translates into a research problem to be investigated, the terms “problem” and
“opportunity” are used interchangeably here.
Next, the relevant information sources are identified and a range of data collection methods varying in
sophistication and complexity are evaluated for their usefulness. The data are collected using the most
appropriate method; they are analyzed and interpreted, and inferences are drawn.
Finally, the findings, implications, and recommendations are provided in a format that allows the
information to be used for marketing decision making and to be acted upon directly. The next section
elaborates on this definition by classifying different types of marketing research.
Research
The word research is composed of two syllables, re and search. The dictionary defines the
former as a prefix meaning again, anew or over again and the latter as a verb meaning to
examine closely and carefully, to test and try, or to probe. Together they form a noun describing
a careful, systematic, patient study and investigation in some field of knowledge, undertaken to
establish facts or principles. (Grinnell 1993: 4)
Grinnell further adds: ‘research is a structured inquiry that utilizes acceptable scientific
methodology to solve problems and creates new knowledge that is generally applicable.’
According to Clifford Woody, “Research comprises of defining and redefining problems,
formulating the hypothesis for suggested solutions, collecting, organizing and evaluating data,
making deductions and reaching conclusion and further testing the conclusion whether they fit into
formulating the hypothesis.”
“Marketing 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 marketing.”
Several aspects of this definition are noteworthy.
First, marketing research is systematic. Thus, systematic planning is required at all stages of the
marketing research process. The procedures followed at each stage are methodologically sound, well
documented, and, as much as possible, planned.
Marketing research uses the scientific method in that data are collected and analyzed to test prior
notions or hypotheses.
Marketing research attempts to provide accurate information that reflects a true state of affairs. It is
objective and should be conducted impartially. Although research is always influenced by the
researcher’s philosophy, it should be free from the personal or political biases of the researcher or the
management. Research that is motivated by personal or political gain involves a breach of professional
standards. Such research is deliberately biased so as to result in predetermined findings. The motto of
every researcher should be, “Find it and tell it like it is.”
Marketing research involves the identification, collection, analysis, dissemination, and use of information.
Each phase of this process is important. We identify or define the marketing research problem or
opportunity and then determine what information is needed to investigate it. Because every marketing
opportunity translates into a research problem to be investigated, the terms “problem” and
“opportunity” are used interchangeably here.
Next, the relevant information sources are identified and a range of data collection methods varying in
sophistication and complexity are evaluated for their usefulness. The data are collected using the most
appropriate method; they are analyzed and interpreted, and inferences are drawn.
Finally, the findings, implications, and recommendations are provided in a format that allows the
information to be used for marketing decision making and to be acted upon directly. The next section
elaborates on this definition by classifying different types of marketing research.
Pure Research
Pure research does not usually generate findings that have immediate applications in a practical
level. Pure research is driven by curiosity and the desire to expand knowledge in specific
research area. This type of research makes a specific contribution to the academic body of
knowledge or literature in the research area.
Pure research involves developing and testing theories and hypotheses that are intellectually
challenging to the researcher but may or may not have practical application at the present time
or in the future. Thus, such work often involves the testing of hypotheses containing very abstract
and specialized concepts.
Pure research is also concerned with the development, examination, verification and refinement
of research methods, procedures, techniques and tools that form the body of research
methodology.
Examples of pure research include developing a sampling technique that can be applied to a
particular situation; developing a methodology to assess the validity of a procedure; developing
an instrument, say, to measure the stress level in people; and finding the best way of measuring
people’s attitudes. The knowledge produced through pure research is sought in order to add to
the existing body of knowledge of research methods.
Applied Research
Solving practical problems by using theoretical outcome/ knowledge of pure research is called
applied research.
The research techniques, procedures and methods that form the body of research methodology
are applied to the collection of information about various aspects of a situation, issue, problem
or phenomenon so that the information gathered can be used in other ways – such as for policy
formulation, administration and the enhancement of understanding of a phenomenon.
Most of the research in the social sciences is applied.
Literature refers to a collection of published information/materials on a particular area of
research or topic, such as books and journal articles of academic value.
Body of knowledge is the combination of all known information, theories, and
disciplines of study learnt from the literature of any specific subject.
Pure research does not usually generate findings that have immediate applications in a practical
level. Pure research is driven by curiosity and the desire to expand knowledge in specific
research area. This type of research makes a specific contribution to the academic body of
knowledge or literature in the research area.
Pure research involves developing and testing theories and hypotheses that are intellectually
challenging to the researcher but may or may not have practical application at the present time
or in the future. Thus, such work often involves the testing of hypotheses containing very abstract
and specialized concepts.
Pure research is also concerned with the development, examination, verification and refinement
of research methods, procedures, techniques and tools that form the body of research
methodology.
Examples of pure research include developing a sampling technique that can be applied to a
particular situation; developing a methodology to assess the validity of a procedure; developing
an instrument, say, to measure the stress level in people; and finding the best way of measuring
people’s attitudes. The knowledge produced through pure research is sought in order to add to
the existing body of knowledge of research methods.
Applied Research
Solving practical problems by using theoretical outcome/ knowledge of pure research is called
applied research.
The research techniques, procedures and methods that form the body of research methodology
are applied to the collection of information about various aspects of a situation, issue, problem
or phenomenon so that the information gathered can be used in other ways – such as for policy
formulation, administration and the enhancement of understanding of a phenomenon.
Most of the research in the social sciences is applied.
Literature refers to a collection of published information/materials on a particular area of
research or topic, such as books and journal articles of academic value.
Body of knowledge is the combination of all known information, theories, and
disciplines of study learnt from the literature of any specific subject.
The Marketing Research Process
We conceptualize the marketing research process as consisting of six steps. Each of these steps
is discussed in detail in subsequent chapters; thus, the discussion here is brief.
Step 1: Problem Definition
The first step in any marketing research project is to define the problem. In defining the problem,
the researcher should take into account the purpose of the study, the relevant background
information, the information needed, and how it will be used in decision making. Problem
definition involves discussion with the decision makers, interviews with industry experts, analysis
of secondary data, and, perhaps, some qualitative research, such as focus groups. Once the
problem has been precisely defined, the research can be designed and conducted properly.
Step 2: Development of an Approach to the Problem
Development of an approach to the problem includes formulating an objective or theoretical
framework, analytical models, research questions, and hypotheses and identifying the
information needed. This process is guided by discussions with management and industry
experts, analysis of secondary data, qualitative research, and pragmatic considerations.
Step 3: Research Design Formulation
A research design is a framework or blueprint for conducting the marketing research project. It
details the procedures necessary for obtaining the required information, and its purpose is to
design a study that will test the hypotheses of interest, determine possible answers to the
research questions, and provide the information needed for decision making. Conducting
exploratory research, precisely defining the variables, and designing appropriate scales to
measure them are also a part of the research design. The issue of how the data should be
obtained from the respondents (for example, by conducting a survey or an experiment) must be
addressed. It is also necessary to design a questionnaire and a sampling plan to select
respondents for the study.
More formally, formulating the research design involves the following steps:
1. Definition of the information needed
2. Secondary data analysis
3. Qualitative research
4. Methods of collecting quantitative data (survey, observation, and experimentation)
5. Measurement and scaling procedures
6. Questionnaire design
7. Sampling process and sample size
8. Plan of data analysis
We conceptualize the marketing research process as consisting of six steps. Each of these steps
is discussed in detail in subsequent chapters; thus, the discussion here is brief.
Step 1: Problem Definition
The first step in any marketing research project is to define the problem. In defining the problem,
the researcher should take into account the purpose of the study, the relevant background
information, the information needed, and how it will be used in decision making. Problem
definition involves discussion with the decision makers, interviews with industry experts, analysis
of secondary data, and, perhaps, some qualitative research, such as focus groups. Once the
problem has been precisely defined, the research can be designed and conducted properly.
Step 2: Development of an Approach to the Problem
Development of an approach to the problem includes formulating an objective or theoretical
framework, analytical models, research questions, and hypotheses and identifying the
information needed. This process is guided by discussions with management and industry
experts, analysis of secondary data, qualitative research, and pragmatic considerations.
Step 3: Research Design Formulation
A research design is a framework or blueprint for conducting the marketing research project. It
details the procedures necessary for obtaining the required information, and its purpose is to
design a study that will test the hypotheses of interest, determine possible answers to the
research questions, and provide the information needed for decision making. Conducting
exploratory research, precisely defining the variables, and designing appropriate scales to
measure them are also a part of the research design. The issue of how the data should be
obtained from the respondents (for example, by conducting a survey or an experiment) must be
addressed. It is also necessary to design a questionnaire and a sampling plan to select
respondents for the study.
More formally, formulating the research design involves the following steps:
1. Definition of the information needed
2. Secondary data analysis
3. Qualitative research
4. Methods of collecting quantitative data (survey, observation, and experimentation)
5. Measurement and scaling procedures
6. Questionnaire design
7. Sampling process and sample size
8. Plan of data analysis
Step 4: Fieldwork or Data Collection
Data collection involves a field force or staff that operates either in the field, as in the case of
personal interviewing (in-home, mall intercept, or computer-assisted personal interviewing),
from an office by phone (telephone, computer-assisted telephone interviewing, or mobile),
through the mail (traditional mail and mail panel surveys with pre-recruited households), or
electronically (email or Internet). Proper selection, training, supervision, and evaluation of the
field force help minimize data-collection errors.
Step 5: Data Preparation and Analysis
Data preparation includes the editing, coding, transcription, and verification of data. Each
questionnaire or observation form is inspected or edited and, if necessary, corrected. Number or
letter codes are assigned to represent each response to each question in the questionnaire. The
data from the questionnaires are transcribed or input directly into the computer. The data are
analyzed to derive information related to the components of the marketing research problem
and, thus, to provide input into the management decision problem.
Step 6: Report Preparation and Presentation
The entire project should be documented in a written report that addresses the specific research
questions identified; describes the approach, the research design, data collection, the data
analysis procedures adopted, and presents the results and the major findings. The findings should
be presented in a comprehensible format so that management can readily use them in the
decision-making process. In addition, an oral presentation should be made to management using
tables, figures, and graphs to enhance clarity and impact. (See Chapter 23.) The Internet is also
being used to disseminate marketing research results and reports, which can be posted on the
Web and made available to managers on a worldwide basis.
Although we have described the research process as a sequence of steps, it should be noted
that these steps are interdependent and iterative. Thus, at each step, the researcher should not
only look back at the previous steps but also look ahead to the following steps.
Data collection involves a field force or staff that operates either in the field, as in the case of
personal interviewing (in-home, mall intercept, or computer-assisted personal interviewing),
from an office by phone (telephone, computer-assisted telephone interviewing, or mobile),
through the mail (traditional mail and mail panel surveys with pre-recruited households), or
electronically (email or Internet). Proper selection, training, supervision, and evaluation of the
field force help minimize data-collection errors.
Step 5: Data Preparation and Analysis
Data preparation includes the editing, coding, transcription, and verification of data. Each
questionnaire or observation form is inspected or edited and, if necessary, corrected. Number or
letter codes are assigned to represent each response to each question in the questionnaire. The
data from the questionnaires are transcribed or input directly into the computer. The data are
analyzed to derive information related to the components of the marketing research problem
and, thus, to provide input into the management decision problem.
Step 6: Report Preparation and Presentation
The entire project should be documented in a written report that addresses the specific research
questions identified; describes the approach, the research design, data collection, the data
analysis procedures adopted, and presents the results and the major findings. The findings should
be presented in a comprehensible format so that management can readily use them in the
decision-making process. In addition, an oral presentation should be made to management using
tables, figures, and graphs to enhance clarity and impact. (See Chapter 23.) The Internet is also
being used to disseminate marketing research results and reports, which can be posted on the
Web and made available to managers on a worldwide basis.
Although we have described the research process as a sequence of steps, it should be noted
that these steps are interdependent and iterative. Thus, at each step, the researcher should not
only look back at the previous steps but also look ahead to the following steps.
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