Understand the different stages in the
research process
Research Application: Maruti
Understand the importance of identifying
decision problems and formulating a research
Process problem
Structure of a research proposal
feedback
Look forward
loops …
Type of questions (examples)
What is the purpose of the study
Formulate problem from decision problem manager Formulate problem
to research problem to solve a problem?
to identify an opportunity?
exploratory research secondary data qualitative How much is already known?
Determine research design Determine research design Can a hypothesis be formulated?
descriptive research What types of questions need to be answered?
primary data quantitative
causal research
Design data collection observation / survey? Can existing data be used to advantage?
open-ended / closed
Design data collection What is to be measured and how?
method and forms method and forms
What is the source of the data?
who? validity Who is the target population?
Design sample and collect data how errors
many? Design sample and collect data Is a list of population elements available?
how? reliability How large should the sample be?
Who will handle the editing of the data?
Analyze and interpret the data editing coding tabulation identify relations
Analyze and interpret the data How will the data be coded?
Who will supervise the coding?
summarize research results Who will read the report?
Prepare the research report and conclusions Prepare the research report What is their technical level of sophistication?
make recommendations Are managerial recommendations called for?
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1. communication between manager and researcher
Three sources
manager researcher
unanticipated change
change in the environment decision problem research problem
e.g., competitor introduced
product
2. avoid confusing problems with symptoms
planned change
e.g., repositioning of a brand losing sales to competitor vs product quality needs improvement
or introduction of new product
3. balance exploratory research and more specific types of research
new ideas
e.g., through submitted ideas by employees more info improves understanding at the end of the day, you need to
of decision problem address specific research questions
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1
1. communication between manager and researcher
manager researcher
decision problem research problem
A1 outcome 1
2. avoid confusing problems with symptoms
vs A2 outcome 2
losing sales to competitor product quality needs improvement
3. balance exploratory research and more specific types of research
more info improves understanding at the end of the day, you need to
of decision problem address specific research questions
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the events that led to a need for the decision to act You are facing a decision problem now/soon …
Origin
… your career objectives
Action the actions that are contemplated on the basis of the research.
what are your career objectives?
Information the questions that the decision maker needs to have answered in order to take
one of the contemplated courses of action.
what alternatives do you have?
Use explain how each piece of information will be used to help make the decision
Targets and a section that describes from whom the information must be gathered; what are consequences of these alternatives?
subgroups
evaluate your environmental condition
Logistics a section that gives approximate estimates of the time and money that are
available to conduct the research
(constraints,
financial resources, time frame, etc)
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1. Marketing Problem 2. Purpose of Research Project
Brief description of general problem; State goals and objectives
reason for conducting research Describe scope of project
Sum up preliminary discussions between Spell out specific questions to be answered
researcher and manager; demonstrate Address possible limitations due to time or
knowledge of situation & particular budget constraints
information needs
3. Data Sources & Methodology 4. Time and Personnel
Describe the secondary data to be used Provide time estimates for each phase of
Describe primary data to be gathered the research
Keep methods descriptions non-technical Specify personnel required & rates of pay
Describe sample and proposed size Calculate nonpersonnel costs
Include draft of questionnaire or focus
group moderator outline
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