Research Process

Steps involved in Research Process

1.

Problem Discovery

2.
3. 4. 5. 6. 7. 8. 9. 10. 11.

Problem Definition
Research Objective Research Design

Research Methods
Data Collection Sampling Methods Questionnaire Data Processing Data Analysis Research Report
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1. Problem Discovery

Involves a search for causation among symptoms, problems and decisions Symptom is a condition that indicates existence of a problem Problem exists whenever one faces a question whose answer involves doubt and uncertainty Decision is a determination or resolution of a question Means to identify problems

Understanding of the different types of difficulties or symptoms Provision for marketing information system signifies the existence of the problem to the decision maker
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2. Problem Definition

Should take into account

Purpose of the study Relevant background information What information is needed

How it will be used

Involves discussion with the decision makers, interviews with industry experts, analysis of secondary data, some qualitative research The research can be designed and conducted properly once the problem has been precisely defined
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3. Research Objectives
Is a statement in as precise terminology as possible of what information is needed Should be framed so that obtaining the information will ensure that the research purpose is satisfied Three components

Research question

Specifies information the decision maker needs

Development of hypothesis Research boundaries scope of the research

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4. Research Design

Conceptual structure within which research would be conducted Facilitates research to be efficient as possible yielding maximal information Preparation of the research design appropriate for a research problem involves usually the consideration of the following

The means of obtaining the information

The availability and skills of the researcher and his staff Explanation of the way in which selected means of obtaining information will be organised and the reasoning leading to the selection The time availability for research and The cost factor relating to research i.e. the finance available for the purpose
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4. Research Design

Types of Research Design

Exploratory Descriptive Diagnostic Hypothesis testing

However, the distinctions are not absolute a study may serve several purposes

Research Brief

Research Brief

Challenging and time consuming process. It is essential in order to get the best possible solution for the research needs A Great Brief:

Possesses clarity Displays depth of thought Provides direction

The bigger the scope of the project and the greater the importance of the outcome, the more time and energy should be invested in developing the brief
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Parts of a brief

Marketing and Strategic Overview Background and role of the research Objectives Suggested Approach & Research Target(s) Reporting requirements Timing Budget Existing research or other information
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Marketing and Strategic Overview

This helps researchers understand where this project fits in the overall strategy, vision and values, and business objectives: Define the market and explain its dynamics Major players and key competitors Past and current activity Target markets Factors such as regulations, seasonality, distribution, pricing, communication, etc
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Background and role of Research

This is the most important part of the brief, as it specifies where the research fits in your marketing activity, and more specifically, the types of decisions and plans that will be made on the basis of the research: Reasons for the research Where does it fit into marketing programme development? Which business units does the research impact and who is involved? Make sure you identify any constraints on the action you can take as a result of the research
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Objectives

There are usually two types of objectives that need to be explained:

Business objective - this is the objective of the marketing project the research is for, it is the overall strategic objective Research objective - detailed objectives of what you need to know e.g. attitudes, behaviour, usage expectations, perceptions. Is it to understand, evaluate of explore (more qualitative objectives) or is it to measure, record, or ascertain (more quantitative objectives)
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Suggested approach and Research Target(s)

Identify any preferences you might have: Are there ant specific groups or subgroups you

are interested in researching?

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Reporting Requirements

Identify any requirements you might have Toplines or final report only Word report and/or PowerPoint Presentations and/or Workshops

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Timing

Specify any real constraints that exist However, be realistic about whether objectives

can be met within that timeframe

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Budget

Any indication of budget is helpful, as it helps define the scale of the project, providing some financial guidelines to work within

It also helps researchers to work on providing

the best solution within your means.

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Existing research or other information

Share any other relevant research or information. Often this helps refine how the research is done. It also means that covering old ground can be avoided, and this research builds on what is already known
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Example of Brief

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Example

Marketing and Strategic Overview

The Post Graduate Business management market is becoming increasingly important to Colleges both as a tool to foster reputation within the market place and as an income generator. At present there is very little market analysis conducted before a new course is introduced it is very much dependent upon the resources that are available and also what the academic would like to introduce. At FABS we would like to change the way this process is managed by introducing market analysis prior to developing a course.
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Example

Background and Role of the Research

The reason for this research is to allow the market to drive how we introduce courses rather than our own, somewhat more detached opinions. The findings will have a direct impact on how we introduce courses and what information we gather prior to this introduction. The areas within the College who will be most affected by this change will be the academics in charge of introducing the new courses. In addition to this primary audience a secondary audience consisting of college staff and publications teams will be affected. It is important that the academics are consulted on their preferred way of introducing courses as they may provide the main constraints to the introduction of particular courses 21

Example

Objective

Business Objective:

Our overall aim is to introduce new courses that are well received by potential students and ultimately well attended

Research Objectives:

The aim of the research will be:

To identify how potential students choose where to study, both in terms of institution and course To prioritise the different elements of this decision process To recommend a best practice model of course introduction: Course title Course description Promotion (Mix of media) Prevalence of any additional bespoke information (e.g. Opportunity to discuss the course with a University representative) 22

Example

Suggested Approach & Research Target(s)

It is envisaged that this research project shall be best conducted in two phases:

Phase one Qualitative.

One on one discussions with academic and college staff Focus groups with potential students

Phase 2 Quantitative
Widely distributed quantitative questionnaires to allow robust analysis by a variety of audiences (breakdown by international and home students should be seen as the minimum)
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Example

Reporting Requirements

A PowerPoint presentation is required 2 physical presentations are also required

Timing

The presentation date will need to be before the new University year starts in late September 2007. (roughly 3-4 months in total). A timing structure is required in the Gantt format. Research proposals should be submitted no later than [10 14 calendar days after brief is sent out]
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Example

Budget

There is Rs. 95k available for this project

Existing Research or other information

The National Student Survey and the International Student Barometer may be useful background research for the winning agency. Both of these presentations will be available upon commissioning.
If you would like to discuss this brief further please contact:.
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Contacts

5. Research Methods

Primary data can be collected either through experiment or survey. In case of surveys data is collected by any one or more of the following ways

By observation Through personal interviews Through telephonic interviews By mailing of questionnaires

Secondary data also is one of the research methods

Can be used in conjunction with primary data

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6. Data Collection

Secondary Data

Already available

Primary Data

Collected especially to address a specific research objective

A variety of methods ranging from qualitative research to surveys to experiments may be employed
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7. Sampling Methods
Census

Sample

Study of all population Costly Time consuming

Study a section of population Ensure representivity More cost effective

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Impractical

[Link] Methods

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Probability Sampling

An objective procedure in which the (non-zero) probability of selection is known in advance for each population unit

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Non-Probability Sampling
A

subjective procedure in which the probability of selection is unknown

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Sampling Methods

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8. Questionnaire

An instrument (form) to

collect answers to questions collect factual data

gathers information or measures

A series of written questions/items in a fixed, rational order

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8. Questionnaire

Questionnaire relevancy

No unnecessary information is collected and only information needed to solve the problem is obtained.

Be specific about your data needs; tie each question

to an objective

Questionnaire accuracy

Information is both reliable and valid

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9. Data Processing

Convert crude fragments of observation and response into orderly statistics for interpretation. Stages of data processing

Data Preparation Programming Sorting Counting Summarizing Computations Control

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10. Data Analysis

Computation of various percentages, coefficients etc by applying various statistical formulae

Relationship or differences supporting or conflicting the hypothesis should be subjected to test of significance to determine with what validity data can be said to indicate any conclusions
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11. Research Report

In generating a report the following steps should be considered

Determine the scope (purpose) of the project Consider the target audience Gather and organize the supporting information Analyze and weigh the supporting information

Determine the solution, findings and/ or recommendations

Determine the report format
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