UNIT 4

DEVELOPING RESEARCH PLAN :

Developing the Research Methodology :-
It involves the refining the research questions and this stage involves both
philosophical and practical considerations. Decisions about methods and
methodology concerns with what you want to ask to how you are going to ask it.
Step 1 : Survey available paradigms {Models} methods and find your best fit.-
Examining prevailing paradigms and relate them to your discipline and your
research questions.
Step 2 : Consider paradigms or methods to your use - Note that depending on
what discipline you are in , you might choose to use one or more of these
approaches: Survey research, qualitative research and quantitative research.
Step 3 : Explore analytical methods including statistics - Identify prevailing
analytical methods and relate them to your discipline and your research
questions.
Step 4 : Decide on a working methodology - Create a strategy for combining
research methods and analytic the techniques that allows you to address your
research questions.
COMPONENTS OF RESEARCH METHODOLOGY -
It refers to the founding elements of research methodology
which includes the following points. Research design ,
sources and nature of data , data collection procedure ,
population and sample , techniques of data collection and
use of analytical tools.
A) Concept of research design : It is a frame work of research
which helps to collection, measurement and analysis of data .
It helps to select research methods, considering to limited
resources . It is a roadmap to start process and conclude the
research work.
Characteristics of good research design:-
1,Reliability: Research design depends on the reliability,
consistencies, dependability and stability. If research gives
same result when same tools are used in the same sample then
such research is considered as reliable research.
2, Objectivity : An objectivity research design implies to
examine the evidence independent of beliefs, bias, emotions,
perceptions, attitudes, hope and fear of any individual.
3, Validity : It is concerned with the integrity of the
conclusions that are generated from a piece of research. Under
this method, data are tested and re-tested and prediction of
future is made and such prediction remains correct.
4, Generalization: The goal of scientific research is to make
generalization . With the study of small sample, you must be
in a position to make generalization about a population from
which the sample is drawn.
Component of Research Design:-
1, Type of Investigation: The choice of research design depends on the
nature and purpose of research. If the research is aimed at understanding
the nature of problem , an informal exploratory research design could be
sufficient. If the is aimed at finding solution to a problem , a more
comprehensive conclusive or experimental research design may be
adopted.
2, Sources of information: Once the research problem has been identified
and the objectives of research established , the research process requires
the identification information needs, and the source of obtaining the
required information.
3, Type of survey : If the marketing research project is designed to generate
a consumer profile for a brand it requires a large scale survey but if the
project is aimed at testing the product concept it may require a limited
scale survey on focused potential consumers.
4, Sampling : This stage requires the researcher to determine the size of the
sample and the sampling methods. Marketing research projects are based
on seeking opinions of a few dozen people to few thousand people . The
size of sample is influenced by the nature of the project, the accuracy
required in information, and the budget and time available for research.
5, Data gathering instruments : If the data is to be gathered by means of
observation the researcher has to prepare observation check-list, cameras
recorder etc. Data collection is achieved mainly through communication and
observation. If the communication medium is followed the researcher needs to
design questionnaires and interview guideline.
6, Data collection procedure: This stage requires the involvement of several
people as interviewers, supervisors, field officers etc. This stage required the
careful monitoring , supervision and management of the people involved in the
data collection process.
7, Data preparation process: The processing involves editing the
questionnaires, coding entering into a computer and tabulating the data for
analysis. The editing process is essential to ensure that the collected data are
legible , logical, complete and consistent. Coding is required to assign the
responses into categories so that they can be easily entered into a computer for
generation to tables.
8, Data analysis tools and methods : The researcher has to use different
statistical tools to receive statistical characteristics of the frequency tables. The
data are analyzed on the basis of their characteristics from which the researcher
can draw inferences. Here the researcher has to determine which tools and
techniques of data analysis to use to measure the result.
Nature and sources of data : -
Nature : Nature of research methodology deals with the types of
investigation and purpose of research. In case of understanding ,
nature of research problem , and informal exploratory research
design could be sufficient. If the research aimed at finding
solution to a problem, a more comprehensive conclusive
experimental research design may be adopted.
Sources of data: After identifying the problem and objective of
research, the research process requires the identification of data,
its needs, and source of obtaining required data. This step
demands involvement of marketing decision maker to clearly
define the nature and type of information required to solve the
problem. The sources of data can be categorized into two parts.
1. Primary source of data: It is developed by the researcher
himself for the purpose of present research. Primary data is used
when the secondary data is not available or sufficient to draw
conclusion.
a. Interview: by asking questions orally to the respondent.
b. Questionnaire: It relates -attitudes & opinions -activities or behavior -
demographic factors.
c. Observations: -listening-reading-smelling-touching.
2. Secondary source of data: Information gathered by some one other
than researcher associated with the current study is known that secondary
data. Secondary source of data is possible in case of
problem for primary data collection.
a. Published sources: *Government reports and publications.
*Publication of semi govt organization. *Report and publication of
international organ. *Private publication.
b. Unpublished sources: *Report of private office and organization.
*Some secret information of govt and non govt organ. *Record of hospital,
school. *Dissertation of students.

c. Computerized data base: *Information available in computer for

electronic distribution. *Computerized data base may be classified as on
line, internet or off line. On line data base consist of a central data bank
which is accessed with the computer through telecommunication net work.
Methods of collecting Primary Data /Data
collection procedure:
For the collection of primary data, the researcher or
investigator or the assigned employee needs to visit in
concerned field or place. They can decide proper method of
collecting primary data and some of the common methods
are as follows :-
1. Direct personal investigation ( or observation).
2. Indirect oral investigation( personal interview).
3 Telephone interview.
4. Local correspondents/ channel of agency.
5. Schedule / questionnaire through enumerators (analyst).
6. Mailed questionnaire.
1. Direct personal investigation ( or observation).
In this method, data are collected by the researcher/ investigator
himself through personal observations about the behaviour of the
source.
Merit:
It provides reliable information for the intensive and limited inquiries.
It is suitable even when the nature of inquiry is confidential.
Information gathering sensitive questions can be obtained by creating
homely and friendly environment.
Eliminates subjective bias with the informants.
It is most suitable method for collecting data concerning marketing
inquiries.
Demerit:
The method is quite expensive for detailed and extensive survey.
It insures the personal bias with the investigators.
The observations are affected by the amount of knowledge of the
investigator about the customs and psychology of the people.
2) Indirect oral investigation: Due to some specific
reasons, the information can not be obtained directly and on
such circumstances an indirect approach is adopted to collect
the relevant information. Area of application for this
approach of inquiry regarding drug addicts, addicts of
alcoholic, chronic diseases, aids etc.
Merit: Direct with the original source is not necessary.
 The scope of inquiry is extensive but less expensive and time
saving.
The data collected are sufficient.
 It eliminates prejudices of the investigation unit.
Demerit:
 The information/ facts might be twisted, if the information
is motivated person.
The reliance of the method is dependent upon correctives
given by the source.
3. Telephone interview:- This method is carried out for the
inquiries through which immediate information is required.
This mechanism is widely used in the field of business and
commerce.
Merit: It saves, time ,money and labor.
 Easy to contact high rank informants.
Recall is easy, covers wide area, and no field staff is required.
Demerit: This method is restricted to respondents who
have telephone facilities.
Time allowed to respondents to answer the question is
limited.
 It suffers from biasness of the interviewer.
Extensive geographical coverage is restricted due to cost
factor.
4. Local correspondence (channel of agency).The
researcher do not move for the formal collection of data but
the information agents or correspondents are appointed in
the area under survey to send the required information to the
head office.
Merit:
It is comparatively cheap and easy.
The technique is quite useful when the field of investigation
is wide spread.
The data are obtained expeditiously.
Demerit:
Degree of accuracy is quite limited.
The regularity may be disturbed at time.
 The data collected are not much reliable.
5. Schedule/ questionnaire through enumerators: In this
method enumerators are send to the respondents along with
the schedules of questions or questionnaire to collect
necessary information.
Merit:
Maximum possible results can be obtained.
 Substitution method can be applied for non-response
source.
 It insures large amount of information.
The field of information is spread over a wide area.
Demerit:
 This method is highly expensive and time consuming.
 Affected by the competence and honesty of enumerator.
6. Mailed Questionaire: In this method, questionaire
containing a list of questions with blank spaces for answer
are mailed to the home address of respondents.
Merit:
 This method is least expensive, save time and labour.
The respondent is free from influence/ bias of the
interviewer.
The informant can fill the questionnaire at his convenience.
It covers wide area.
Demerit:
The non response rate is rather acute.
For non seriousness of the respondent, may questionnaire
returned may be incomplete, haphazard, as well as
inaccurate.
 Population and sample:-
Population- In research, population is not a demographic
population but the entire collection of all observation of interest i.e.
people objects or events as defines by the researcher. A researcher
must specifically define the target population - the entire group
which they want to make the judgment. For example * All graduates
from a particular university is a population . * All the service
industries listed in Nepal Stock Exchange( NEPSE) is a population.
A researcher should find out the character of the population by the
analysis of data collected from sample. Finding of the research
should be generalized in the population. Therefore the population
should be defined clearly..
Sample: A population is the entire collection of all observations of
the interest for the research. After the selection of subjects or
problem for the study , it is very costly and time consuming for the
study of universe(entire population).Thus to make easier to the
study, representative portion of the population is selected for the
study that is known as sample.
Techniques of data collection:-
 Interview.
questionnaire and survey.
observation.
Focus group.
Ethnographies, oral history.
 case studies.
Documents and records.
Interview:-- Interview can be conducted in person or over the
telephone.--Interview can be done formally, informally. --
Questions should be focused, clear, and encourage open-ended
response. --Interviews are mainly qualitative in nature.
Questionnaire and survey: --Responses can be analyzed with
quantitative method by assigning numerical values to likert type
scale. --Results are generally easier(then qualitative technique)
to analyze. –Pre-test, post-test can be compared analyzed.
Observation:- Allows for the study of the dynamics of a situation
frequency counts of target behavior or other behaviour and indicated
by needs of the evaluation. Good source for providing additional
information about a particular group can use video to provide
documentation, can produce qualitative and quantitative data.
Focus group: - A facilitated group interview with individuals that
have some thing in common. --Gather information about combined
perspectives and opinions. --Responses are often coded into
categories and analyzed thematically.
Ethnographies, oral history and case study: --Involves studying a
single phenomenon. --Examine people in their natural settings. --
Use combination of techniques such as interview, observation and
survey. Ethnography is more holistic approach to evaluation. --
Researcher can become confounding variable.
Documents and Records:-- Consist of examining existing data in
the form of data bases, meeting, minutes, reports, attendance log,
financial records, news letter etc. --This can be an expensive way to
gather information but may be an incomplete data source.
Use of analytical tools:-
Analytical techniques enable researchers to examine complex relationship
between variables. There are three basic type of analytical techniques:
1. Regression analysis:- Regression analysis assumes that the dependent or
out come variable is directly affected by one or more independent variable.
2. Grouping method:- Grouping methods are techniques for classifying
observations into meaningful categories. One grouping method discriminate
analysis, identifies characteristics that distinguish between groups. For
example, a researcher could use discriminate analysis to determine which
characteristics identify families that seek child care subsidies and which
identify families that do not.
3. Multiple equation model:- Multiple equation modeling, which is an
extension of regression, is used to examine the casual pathways from
independent variable to the dependent variable. There are two main types of
multiple equation models. -Path analysis - Structural equation modeling.
i) Path- A path diagram is created that identifies the routes between the
independent and dependent variable.
ii)Structural equation modeling- Expand path analysis is allowing for
multiple indicators of on observed variables in the model.
Components of research design:-
1. Type of investigation: The choice of research design depends on the
nature and purpose of research. If the research is aimed at understanding
the nature of problem, an informal exploratory research design could be
sufficient. If the research is aimed at finding solution to a problem, a more
comprehensive conclusive or experimental research design may be
adopted.
2. Sources of information: Once the research problem has been
identified and the objectives of research established, the research process
requires the identification information needs, and the source of obtaining
the required information.
3. Type of survey: If the marketing research project is designed to generate
a consumer profile for a brand it requires a large scale survey but if the
project is aimed at testing the product concept it may require a limited
scale survey on focused potential consumers.
4. Sampling: This stage requires the researcher to determine the size of
the sample and the sampling methods. Marketing research projects are
based on seeking opinion of a few dozen people to few thousand people.
the size of sample is influenced by the nature of the project, the accuracy
required in information, and the budget and time available for research.
5. Data gathering instruments: If the data is to be gathered by means of
observation the researcher has to prepare observation check list, cameras
recorders etc. Data collection is achieved mainly through communication
and observation. If the communication medium is followed the researcher
needs to design questionnaire and interview guideline.
6. Data collection procedure: This stage requires the involvement of
several people as interviewer, supervisor, field officers etc. This stage
required the careful monitoring, supervision and management of the
people involved in the data collection process.
7.Data preparation process: The processing involves the editing the
coding, entering into a computer and tabulating the data for analysis. The
editing process is essential to ensure that the collected data are legible,
logical, complete and consistent. Coding is required to assign the
responses into categories so that they can be easily entered into a computer
for generation of tables.
8. Data analysis tools and methods: The researcher has to use different
statistical tools to receive statistical characteristics of the frequency tables.
The data are analyzed on the basis of their characteristics from which the
researcher can draw inference. Here the researcher has to determine which
tools and techniques of data analysis to use to measure the result.
Type of research design:-
Qualitative Research Design(exploratory).
Qualitative research mainly investigates into qualitative phenomena such as
motivation. perception, and attitudes. This method is used when the other
methods of exploration becomes insufficient to provide good insight to the
marketing research problem.
Qualitative research is mostly un structural informal and highly flexible research to
investigate deeply into individuals and groups mind set. It includes a variety of
tools and techniques available to the market researcher.
Quantitative Research Design (Descriptive).
QRD describe certain quantifiable phenomena, such as the characteristics of users
of a product, the variation in product use in terms of age, in come, life style or the
no. of consumers aware of advertisement and so on. It is mostly based on large
scale sample.
Quantitative research can not predict and control the event and conditions. It
contributes to the facts by formulating exploratory hypothesis and checking the
validity of existing theories. The general steps of descriptive study are:-
- Formulation of objectives of the study.
- Defining the population and selecting a sample.
- Designing the method collection.
- Analysis and interpretation of the data.
 Sampling:-
 When same items of the population are selected for inquiry it is known as samples and
the scientific process of selecting the sample is known as sampling.
 The following 3 factors justify research based on samples.
 1. Cost: The sampling reduces a very large amount of research expenditure. It is often
impossible for any organization to meet the heavy expenditure of census based research.
 2 Time: Sampling, substantially reduces the time taken for collection and analysis of
data.
 3. Accuracy: Sampling posses the possibility of better interviewing through
investigation of missing, wrong suspicious information, better supervision and better
processing than census study. Thus , there is likely to be greater accuracy.
 The process of Sampling:-
 1. Define the population: -It defines in terms of element, units, extent and time.
 2. Specify the sampling frame: -telephone book, map, or city directory are described.
 3. Specify sampling unit: -city block, company, household is selected.
 4. Determination of sample size: -the no. of elements of the population to be sampled
is chosen.
 5. Preparation of plan for sampling: -The operational procedure for selection of the
sampling units are selected.
 6. Select the sample: -The office and field work activities are necessary for the selection
of the sample and carried out.
Basic terminology in sampling:-
There are some basic terminologies we have to be aware for sampling design
purpose. It help us to understand the definition of population, sampling element,
sampling frame, relation between sampling frame and population and sampling
units also thoroughly.
Sampling frame: Sampling frame is the list identifying each unit in the study
population. All the elements in a sampling population constitute its sampling frame.
Thus, it may be all the student at BMC , all names in the telephone directory, or all
persons having their bank account with the Nepal Bank LTD. After determining the
sampling frame, the researcher must decides how sample will be selected.
Sampling item or unit: It is an element(person, institution) etc. of your study that
becomes the basis for selecting your sample.
The size of the sample: Size of sample must be determined. What should be the
sample size? Should 50 or 80 employees be interviewed? Through accuracy is grater
with large sample.
Sample statistics: Sample statistics are the information obtained from the
respondents selected for your study. Your sample statistics come the basis of
estimating the prevalence of characteristics in the study population.
Population parameters: Population parameters or population mean are the
characteristics of the population estimated from the sample statistics. If you
measure the entire population and calculate a value like a mean or average, this is
called a population parameters.
Importance of sampling
Introduction
The importance of sampling is that you can determine the
adequate respondents from the total no. of target
population. Then, it will be used in the research study
which should be adequate to warrant generalization of
the findings the target population. And the sample size
represents characteristics of the whole population.
The advantages of samplings are : It is economical and
practical, faster and cheaper. It can yield more
comprehensive information: It is more accurate, and
because of savings it permits in time and money.
Types of sampling
A. Probability sampling
1. Simple Random Sampling
2. Systematic sampling
3. Stratified sampling
4. Cluster sampling

B. Non-probability sampling
1. Purposive or Judgmental sampling
2. Quota sampling
3. Convenience sampling
4. Self selecting sampling
5. Snow ball sampling
A. Probability sampling
1. Simple Random Sampling: All elements in the population
are considered and each element has an equal chance of
being chosen as the subject.
2. Systematic sampling: Every nth element in the population
in chosen stating from a random point in the population
frame.
3. Stratified sampling : Population is first divided in
proportionate way from each meaningful segment.
4. Cluster sampling: Groups that have heterogeneous
members are first identified then some are chosen at random.
Members in each of the randomly chosen groups are studied.
B. Non-probability sampling
1. Purposive or Judgmental sampling: Subjects selected on
the basis of their expertise in the subject investigated.
2. Quota sampling: Subjects are conveniently chosen from
target groups according to some pre-determined no. of quota.
3. Convenience sampling: The most easily accessible
members are chosen as samples.
4. Self selecting sampling: Selecting the sample based on the
response provided spontaneously.
5. Snow ball sampling: Selecting few or single sample at first
and obtaining other sample units on the basis of their
references.