07-05-2014, 12:23 PM
[u][b]The Research Process [/b][/u]
The Research Process.pptx (Size: 91.06 KB / Downloads: 22)
What is research process……?
Series of various actions, which are necessary to effective research work.
Research process consist of a number of closely related activities.
Various steps involved in a research process are not mutually exclusive;nor they are separate & distinct.
Steps involved in research process…..
1ST STEP-Establishing the needs for research
2ND STEP-Defining the problem
3RD STEP-Formation and Development Working Hypothesis
4TH STEP- Determining research design
5TH STEP-Identifying information types and source
6TH STEP-Determining methods of assessing data
7TH STEP-Designing data collection form
8TH STEP-Determining sample plan and size
STEP 1-Establishing the needs for market research….
This step involves identification of a few problems and selection of one out of them, after evaluating the alternatives against certain selection criteria.
Market research is not needed when:
Required information is already available
Decesion need to be made now
Organisation can’t afford the research
Cost outweight the value of research
Modes of problem identification….
There are 3 modes of problem identification:
Extraction from a managers practical problem in a dialogue.
Cognitive identification of an experienced researcher in the area of his expertise.
A two step research process by a novice(scholar):literature search & pilot study.
STEP 6-Determine methods of accessing data…
SECONDARY DATA:
Accessing data through source such as the internet & library.
PRIMARY DATA:
Collecting data from participants through methods such as telephone,mail,online & face to face(quantitative)& observation studies & focus groups(qualitative).
THE DEPARTMENT STORE
PATRONAGE PROJECT
A department store patronage project is used to illustrate concepts & data analysis procedures.The purpose of this project was to access the relative strengths & weaknesses of a major department store relative to a group of direct & indirect competitors.This store will be referred as Sears;the true identity of actual store has been disguised.The goal was to formulate marketing programs designed to boost the declining sales & profit of Sears.Ten major stores,including prestigious department stores(eg.,Saks Fifth Avenue,Neiman-Marcus),national chains(eg.,J.C Penney),discount stores(eg.,Kmart, Wal-Mart),& some regional chains (eg.,Kohl’s) where considered in this study.A questionnaire was designed & administered.using in-home personal interviews,to a convenience sample of 271 households drawn from a major metropolitan area.A six-point scale was used (subjects were asked to check a number from 1 to 6) whenever ratings were obtained.The following information was solicited:
SOLUTION TO THE PROBLEM….
Market research should be done.
Proper strategy should be adopted by the company.
Market survey.
Consumer preferences.