1. Asian School of Business, Trivandrum 2007
Business Research
The Problem!!
Asian School of Business, Trivandrum 2007

2. Principles of a good report
Very objective and unbiased
Provides a whole picture
Easy to read and comprehend
Refers a lot of reliable data. (You must always show the sources of data. ) E.g..
It is estimated that EasyJet has losses of $3.3 billion2 and so…..
2Source:Businessworld Casebook 2003, pp20
Asian School of Business, Trivandrum 2007

3. Asian School of Business, Trivandrum 2007
Overview
Problem Definition
Steps Involved
Components In Each Step
Asian School of Business, Trivandrum 2007

4. Asian School of Business, Trivandrum 2007
Problem Definition
The most important step.
Problem has to be correctly understood and properly defined. That’s the key.
There is a specific approach to defining the problem.
Asian School of Business, Trivandrum 2007

5. Approach to Problem Definition
Background Study
Environmental Context
Specifying the Problem
Selecting an Approach
Leads to Research Design
Asian School of Business, Trivandrum 2007

6. Asian School of Business, Trivandrum 2007
1. Background Study
Discussion with decision makers
Problem audit: events, alternative courses.
Interviews with experts
Choose experts well
Secondary Data Analysis
Qualitative Research
Exploratory using small samples, focus groups
Asian School of Business, Trivandrum 2007

7. 2. Environmental Context
Past Information and Forecasts
Resources and Constraints of Firm
Objectives of Decision Maker/Researcher
Buyer Behavior-geog/demo/price/preference
Legal Environment
Economic Environment
Marketing and Technological Skills
Asian School of Business, Trivandrum 2007

8. 3. Specifying the Problem
Understand the management decision problem first-what action will be taken on the basis of the research report?
Next, decide on the marketing research problem-what information is needed and how do I collect it?
Asian School of Business, Trivandrum 2007

9. 3. Specifying the Problem
MD problem
Should a new product be introduced?
Should we increase the price?
MR Problem
Find the customer preference & purchase intention for the new product.
Find the price elasticity & impact of various price changes on sales/profits
Asian School of Business, Trivandrum 2007

10. Asian School of Business, Trivandrum 2007
4. Selecting an Approach
The output of the approach development includes:
Objective/Theoretical Framework
Analytical Models
Research Questions
Hypothesis
Specifying the information needed
Asian School of Business, Trivandrum 2007

11. A. Objective/ Theoretical Framework
Research = Objective evidence + Theory
Objective Evidence is compilation of secondary data (unbiased & based on experiments)
Theory can be identified from academic literature-books, magazines. It may be incomplete
Asian School of Business, Trivandrum 2007

12. Asian School of Business, Trivandrum 2007
B. Analytical Models
We can show how a system is actually a set of variables and their relationship using models.
Eg. Falling in love could be due to two personal things-attraction and feeling need to be loved.
It can be depicted as:
Attraction
Need to be loved
Individual Factors
Asian School of Business, Trivandrum 2007

13. Asian School of Business, Trivandrum 2007
B. Analytical Models
Upon further research we found that there are 2 external factors that influence love between people, they are: Circumstance and routine events.
It can be depicted as:
Individual Factor
Attraction
Need to be loved
Routine Events
Circumstance
External Factors
Asian School of Business, Trivandrum 2007

14. Asian School of Business, Trivandrum 2007
B. Analytical Models
So, our final model can be as follows:
This is a graphical model. Can be verbal or mathematic
Individual Factors
Attraction
Need to be loved
Routine Events
Circumstance
External Factors
Concept of Love
Asian School of Business, Trivandrum 2007

15. Asian School of Business, Trivandrum 2007
C. Research Questions
Problems must be broken down into specific research questions
Questions can be made using theoretical framework plus models
It can be further refined to hypothesis
Asian School of Business, Trivandrum 2007

16. (We have to prove/disprove it with data)
D. Hypothesis
Its an unproven statement about a factor that the researcher is interested in.
It is usually the possible answer to a research question
Example Question Q1: Does society play a role in people falling in love?
Hypothesis H1: Social factors operate when two people fall in love.
(We have to prove/disprove it with data)
Asian School of Business, Trivandrum 2007

17. E. Specifying Needed Information
Focus on all components of the problem, the framework, models, questions, hypothesis and specify the final information needed.
Personal Factors
Need to be loved
Attraction
External Factors
Circumstance
Routine Events
Social Factors (?)
Asian School of Business, Trivandrum 2007

18. E. Specifying Needed Information
The final questionnaire should contain questions on all to check with couples:
How to do you rate its importance?
Personal Factors
Need to be loved
Attraction
External Factors
Circumstance
Routine Events
Social Factors-Do you think it is important? Yes/No
If yes,
Asian School of Business, Trivandrum 2007

19. Asian School of Business, Trivandrum 2007
Final Model
So, our final model could be as follows:
Individual Factors
Attraction
Need to be loved
Routine Events
Circumstance
Social Factors
External Factors
Concept of Love
Asian School of Business, Trivandrum 2007

20. Asian School of Business, Trivandrum 2007
To Sum Up
Conducted Background Study
Checked the Environmental Context
Specified the Problem
Selected an Approach
Objective/Theoretical Framework
Analytical Models
Research Questions
Hypothesis
Specifying the information needed
Finally Leads to Research Design
Asian School of Business, Trivandrum 2007

21. Design: The Nuts and Bolts!!
Business Research
Design: The Nuts and Bolts!!
Asian School of Business, Trivandrum 2007

22. Asian School of Business, Trivandrum 2007
Overview
Definition
Components of RD
Types
Error
Asian School of Business, Trivandrum 2007

23. Asian School of Business, Trivandrum 2007
Definition
Research Design is a framework or blueprint for conducting the research
We’ve already specified the approach, RD specifies the details-the nuts and bolts!!
Asian School of Business, Trivandrum 2007

24. Asian School of Business, Trivandrum 2007
Components of RD
Define the information needed
Do the design-exploratory?? causal??
Specify the measurement and scale
Construct and pretest a questionnaire
Specify the sampling process and size
Develop a plan for data analysis
Asian School of Business, Trivandrum 2007

25. Asian School of Business, Trivandrum 2007
Types of Design
Two types: Exploratory/Conclusive
Exploratory: to provide insights
Conclusive: specific and structured
Descriptive: describe groups, estimate percentages, make predictions
Causal: understand cause (independent) and effect (dependent)
Asian School of Business, Trivandrum 2007

26. Asian School of Business, Trivandrum 2007
Descriptive Design
Mostly used in marketing and business
Six Ws
Who: Who should we contact?
What: What information should be got?
When: When should we get it?
Where: Where to make the contact?
Why: Why are we getting this info?
Way: In what way are we going to get it?
Asian School of Business, Trivandrum 2007

27. Types of Descriptive Design
Methods used:
Secondary Data
Surveys/Interviews
Panels
Observation
Cross Sectional: one sample only once
Cohort: same group at intervals
Longitudinal: same sample at intervals
Asian School of Business, Trivandrum 2007

28. Asian School of Business, Trivandrum 2007
Sources of Error
Random Sampling Error
Sample is not representative
Non-sampling Error
Response Error
Researcher’s: frame/measurement/popln defn
Interviewer’s: respondent selection/cheating
Respondent’s: inability/unwillingness
Non Response Error
Asian School of Business, Trivandrum 2007

29. Asian School of Business, Trivandrum 2007
Budgets and Schedules
Research should be completed
within time
at specified budget
using available manpower
Very important, not negotiable
CPM- divide the research into components, estimate time and find the parts that will cause delay.
Asian School of Business, Trivandrum 2007

30. Asian School of Business, Trivandrum 2007
Ethical Aspects
Respect all the rights of those who respond
hidden video/audio tape
Do not bluff- e.g longitudinal takes time, you cant do it in one day
Respondents have right to safety, right to privacy, right to chose
Asian School of Business, Trivandrum 2007

31. Marketing Research Proposal
Format
Executive Summary: overview
Background: including envt.
Problem Definition/objectives
Approach: theory/model/hypothesis
Design
Field Work/Data Collection
Data Analysis
Report and presentation
Cost and Time
Appendices
Asian School of Business, Trivandrum 2007

32. Asian School of Business, Trivandrum 2007
Business Research
Using mind maps
Asian School of Business, Trivandrum 2007

33. Asian School of Business, Trivandrum 2007
Mind Maps
What is a mind map
How to map your mind
Uses of mind maps
Asian School of Business, Trivandrum 2007

34. Asian School of Business, Trivandrum 2007
What is a mind map?
A diagram used to represent words, ideas, tasks or other items linked to and arranged radially around a central key word or idea.
The elements are arranged intuitively according to the importance of the concepts and they are organized into groupings, branches, or areas.
Asian School of Business, Trivandrum 2007

35. Asian School of Business, Trivandrum 2007
What is a mind map?
Asian School of Business, Trivandrum 2007

36. Asian School of Business, Trivandrum 2007
Why mind map?
Human brain is very different from a computer
A computer works in a linear fashion
The brain works associatively as well as linearly - comparing, integrating and synthesizing
Asian School of Business, Trivandrum 2007

37. Asian School of Business, Trivandrum 2007
How to mind map?
Start in the center with an image of the topic, using at least 3 colors.
Use images, symbols, codes, and dimensions
Select key words and write using upper or lower case letters.
Each word/image must be alone and sitting on its own line.
Asian School of Business, Trivandrum 2007

38. Asian School of Business, Trivandrum 2007

39. Asian School of Business, Trivandrum 2007
How to mind map?
The lines must be connected, starting from the central image.
The central lines are thicker, organic and flowing, becoming thinner as they radiate out from the centre.
Use colors – your own code and develop your own personal style of Mind Mapping.
Asian School of Business, Trivandrum 2007

40. Asian School of Business, Trivandrum 2007
Six Thinking Hats
White Hat: facts, figures, information needs and gaps.
“Let's drop the arguments and proposals, and look at the data base.”
Red Hat: intuition, feelings and emotions.
Allows the thinker to put forward an intuition without any need to justify it. "Putting on my red hat, I think this is a terrible proposal."
Black Hat: judgment and caution-the negative hat.
Used to point out why a suggestion does not fit the facts or available experience. Always logical.
Asian School of Business, Trivandrum 2007

41. Asian School of Business, Trivandrum 2007
Six Thinking Hats
Yellow Hat : logical positive. Why something will work and why it will offer benefits.
Used in looking forward to the results/value of some action
Green Hat: creativity, alternatives, proposals, what is interesting, provocations and changes.
Blue Hat : overview or process control hat.
It looks not at the subject itself but at the 'thinking' about the subject.
Asian School of Business, Trivandrum 2007

42. Asian School of Business, Trivandrum 2007
Uses of mind maps
Can be used in personal, family, educational, and business situations
Note taking, brainstorming - ideas are inserted into the map radially around the center node, without prioritisation, grouping and organising is reserved for later stages
Summarising, revising and general clarifying of thoughts
Sorting out a complicated idea.
Asian School of Business, Trivandrum 2007

43. Asian School of Business, Trivandrum 2007
End of Session
Asian School of Business, Trivandrum 2007