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Important Questions with AnswersResearch Methodology(2810006)1. Prepare a research plan for marketing manager of XYZ Automobile whowants to know about customer satisfaction level across India who recentlypurchased newly Introduced car.Answer:Format of the Research Proposal: Problem Definition Releva...

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Important Questions with Answers

Research Methodology (2810006)

Research Methodology (2810006)

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1. Prepare a research plan for marketing manager of XYZ Automobile who wants to know about customer satisfaction level across India who recently purchased newly Introduced car. Answer: Format of the Research Proposal: 1. Problem Definition 2. Relevant Review of Literatures 3. Research Objectives, Research Hypotheses 4. Research Methodology: Sources of Data Collection (Primary/Secondary), Research Design (Exploratory/Descriptive/Causal), Sampling Technique (Probability/NonProbability Sampling), Sample Size, Sample Units (Customers, Employees, Retailers), Contact Method for Data Collection (Personal Interview/Mail/Electronic/Telephonic), Research Instrument for Data Collection (Questionnaire/Observation Form/CCTV Camera), Sampling Area (Rajkot/Ahmedabad) 5. Scope of the Study 6. Limitations of the Study 7. Proposed Chapter Scheme of the Research Report 8. Time Schedule 9. Rationale/Significance of the Study 10. Bibliography/References 11. Appendices (Questionnaire)

2. What is a Research Problem? State the main issue which should receive the attention of the researcher. Give examples to illustrate your answer. Answer: Problem Definition is the first and most crucial step in the research process - Main function is to decide what you want to find out about. - The way you formulate a problem determines almost every step that follows. Sources of research problems Research in social sciences revolves around four Ps: • People- a group of individuals • Problems- examine the existence of certain issues or problems relating to their lives; to ascertain attitude of a group of people towards an issue • Programs- to evaluate the effectiveness of an intervention • Phenomena- to establish the existence of regularity. Considerations in selecting a research problem: These help to ensure that your study will remain manageable and that you will remain motivated.

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1. Interest: a research endeavor is usually time consuming, and involves hard work and possibly unforeseen problems. One should select topic of great interest to sustain the required motivation. 2. Magnitude: It is extremely important to select a topic that you can manage within the time and resources at your disposal. Narrow the topic down to something manageable, specific and clear. 3. Measurement of concepts: Make sure that you are clear about the indicators and measurement of concepts (if used) in your study. 4. Level of expertise: Make sure that you have adequate level of expertise for the task you are proposing since you need to do the work yourself. 5. Relevance: Ensure that your study adds to the existing body of knowledge, bridges current gaps and is useful in policy formulation. This will help you to sustain interest in the study. 6. Availability of data: Before finalizing the topic, make sure that data are available. 7. Ethical issues: How ethical issues can affect the study population and how ethical problems can be overcome should be thoroughly examined at the problem formulating stage.

3. What is Research? Explain with a diagram the different steps of a research process. Answer: Research is a systematic and objective Identification, Collection, Analysis, Dissemination, and use of Information for the purpose of improving decision related to the identification and solution of problems and opportunities. The Process of Research has following steps:

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4. What is hypothesis? Explain characteristics of good hypothesis and different types of hypotheses. Answer: Hypothesis: a. A statement which is accepted temporarily as true and on this basis the research work confines, b. A tentative assumption drawn from knowledge and theory which is used as a guide in the investigation of other facts and theories that are yet unknown, c. States what the researchers are looking for. Hence, a hypothesis looks forward. d. It is a tentative supposition or provisional guess, generalization which seems to explain the situation under observation. Characteristics of a Good Hypothesis A good hypothesis implies that hypothesis which fulfils its intended purposes and to be up to mark following and some important point, a. A good hypothesis should be stated in the simplest possible terms. It is also called the principle of the economy or business. It should be clear and precise. b. A good hypothesis is in agreement with the observed facts. It should be based on original data derived directly. c. It should be so designed that bits test will provide an answer to the original problem which farms the primary purpose of the investigation. d. Hypothesis should state relationship between variables, if, it happens to be a rational hypothesis. Different Forms of Hypothesis: On the basis of desire and use, the hypotheses are divided into various types. Some of them frequently available in the literature are: a. Null Hypothesis: This form of hypothesis states that there is no significant difference between the variables. This type of hypothesis generally mathematical model form which are used in statistical test of hypothesis. Here, the assumption is of two groups, are tested and then found to be equal. It is denoted by H0 b. Alternative Hypothesis: The alternative hypothesis includes possible values of the population parameter which is not included in the null hypothesis. It is a hypothesis which states that there is a difference between the procedures and is denoted by H1.

5. What is research design? Explain features, objectives and methods used in different research designs. Answer: Research Design: A research design is a framework or blueprint for conducting the marketing research project. It details the procedures necessary for obtaining the information needed to structure or solve marketing research problems. Research Methodology (2810006)

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Objectives

Characteristics

Methods

Exploratory

Descriptive

Causal

Research

Research

Research

Discovery ideas insights

of Describe the Determine and market cause and effect characteristics relationships

Flexible, Versatile, The front end of the research design

Marked by the prior formulation of the specific hypothesis, Preplanned and structured design

Manipulation of one or more independent variables, control of other mediating variables

Expert Surveys, Pilot Surveys, Secondary Data, Qualitative Research

Secondary Data, Experiments Quantitative Analysis, Surveys, Panels, Observation,

6. Explain various types of Descriptive Research Designs. Answer: 1. Cross Sectional Design 2. Longitudinal Design 1. Cross Sectional Design: Involve the collection of information from any given sample of population elements only once. In single cross-sectional designs, there is only one sample of respondents and information is obtained from this sample only once. In multiple cross-sectional designs, there are two or more samples of respondents, and information from each sample is obtained only once. Often, information from different samples is obtained at different times. Cohort analysis consists of a series of surveys conducted at appropriate time intervals, where the cohort serves as the basic unit of analysis. A cohort is a group of respondents who experience the same event within the same time interval. 2. Longitudinal Design: A fixed sample (or samples) of population elements is measured repeatedly on the same variables A longitudinal design differs from a cross-sectional design in that the sample or samples remain the same over time Research Methodology (2810006)

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7. Describe the Qualitative vs. Quantitative Research Answer:

Objectives

Sample

Qualitative

Quantitative

Research

Research

To gain a qualitative To quantify the data and understanding of the generalize the results underlying reasons and from the sample to the motivations population of interest Small number of representative cases

non- Large number representative cases

Data Collection

Unstructured

Structured

Data Analysis

Non-statistical

Statistical

Outcome

Develop an understanding

initial Recommend a course of action

of

final

8. Suggest sources of secondary data. Answer: Written:

Non-written:

Company/Organisation data: INTERNAL Financial accounts; Sales data; Prices; Product development; Advertising expenditure; Purchase of supplies; Human resources records; Customer complaint logs Company/Organisation data: EXTERNAL Company information is available from a variety of sources, eg.: Biz@advantage; www.whowhere.com; www.hoovers.com – 12,000 companies, USA & others; Australian Stock Exchange (www.asx.com.au); AGSM Annual reports; Kompass, Dun & Bradstreet (www.dnb.com), Fortune 500 Possible documentary data? Journals and books; Case study materials; Committee minutes; AIRC documentation; Hansard transcripts; Mailing list discussions; Web-site content; Advertising banners Research Methodology (2810006)

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Multiple Source Geographically-based: Time-series based:

Censuses and Surveys Censuses national: -usa.gov www.hist.umn.edu/~rmccaa/IPUMSI

9. Explain Focused Group Discussions. What is the function of a focus group? Explain the advantages and disadvantages of focus groups. Answer: The focus group , is a panel of people (typically 6 to 10 participants), led by a trained moderator, who meet for 90 minutes to 2 hours. The facilitator or moderator uses group dynamics principles to focus or guide the group in an ex-change of ideas, feelings, and experiences on a specific topic. Focus groups are often unique in research due to the research sponsor’s involvement in the process. – Most facilities permit sponsors to observe the group in real time, drawing his or her own insights from the conversations and nonverbal signals observed. – Many facilities also allow the client to supply the moderator with topics or questions generated by those observing in real time. (This option is generally not available in an individual depth interview, other group interviews, or survey research.) Focus groups typically last about two hours. A mirrored window allows observation of the group, without interfering with the group dynamics. Some facilities allow for product preparation and testing, as well as other creative exercises. As sessions become longer, activities are needed to bring out deeper feelings, knowledge, and motivations. Functions of Focus Group: To generate ideas for product development To understand the consumer vocabulary To reveal the consumer motivation, likes, dislikes, method of uses To validate the quantitative research findings

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Advantages of Focus Groups: Synergism= 1+1=3 Snowballing= comment of one gives ideas to others Stimulation Security= individual is protected in a group Spontaneity= on the spot discussion and not pre-planned Specialization Scientific scrutiny Structure Speed Disadvantages of Focus Groups: Misuse Misjudge Moderation Messy Misrepresentation

10. In business research errors occurs other than sampling error. What are different non-sampling errors? Answer: • Non-Sampling Error: Non-sampling errors can be attributed to sources other than sampling, and they may be random or nonrandom: including errors in problem definition, approach, scales, questionnaire design, interviewing methods, and data preparation and analysis. Non-sampling errors consist of non-response errors and response errors. •

Non-response error arises when some of the respondents included in the sample do not respond.

•

Response error arises when respondents give inaccurate answers or their answers are misrecorded or misanalyzed.

•

Non-Sampling Error/Response Error/Researcher Error •

Surrogate Information Error

•

Measurement Error

•

Population Definition Error

•

Sampling Frame Error

•

Data Analysis Error Research Methodology (2810006)

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•

•

Non-Sampling Error/Response Error/Interviewer Error •

Respondent Selection Error

•

Questioning Error

•

Recording Error

•

Cheating Error

Non-Sampling Error/Response Error/Respondent Error •

Inability Error

•

Unwillingness Error

11. Enlist the different methods of conducting a survey. Answer: Survey Approach most suited for gathering descriptive information. Structured Surveys: use formal lists of questions asked of all respondents in the same way. Unstructured Surveys: let the interviewer probe respondents and guide the interview according to their answers. Survey research may be Direct or Indirect. Direct Approach: The researcher asks direct questions about behaviours and thoughts. e.g. Why don’t you eat at MacDonalds? Indirect Approach: The researcher might ask: “What kind of people eat at MacDonald’s?” From the response, the researcher may be able to discover why the consumer avoids MacDonald’s. It may suggest factors of which the consumer is not consciously aware. ADVANTAGES: -can be used to collect many different kinds of information -Quick and low cost as compared to observation and experimental method. LIMITATIONS: -Respondent’s reluctance to answer questions asked by unknown interviewers about things they consider private. -Busy people may not want to take the time -may try to help by giving pleasant answers -unable to answer because they cannot remember or never gave a thought to what they do and why -may answer in order to look smart or well informed.

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Mail Questionnaires: Advantages: -can be used to collect large amounts of information at a low cost per respondent. -respondents may give more honest answers to personal questions on a mail questionnaire -no interviewer is involved to bias the respondent’s answers. -convenient for respondent’s who can answer when they have time - good way to reach people who often travel Limitations: -not flexible -take longer to complete than telephone or personal interview -response rate is often very low - researcher has no control over who answers. Telephone Interviewing: - quick method - more flexible as interviewer can explain questions not understood by the respondent - depending on respondent’s answer they can skip some Qs and probe more on others - allows greater sample control - response rate tends to be higher than mail Drawbacks: -Cost per respondent higher -Some people may not want to discuss personal Qs with interviewer -Interviewer’s manner of speaking may affect the respondent’s answers -Different interviewers may interpret and record response in a variety of ways -under time pressure ,data may be entered without actually interviewing Personal Interviewing: It is very flexible and can be used to collect large amounts of information. Trained interviewers are can hold the respondent’s attention and are available to clarify difficult questions. They can guide interviews, explore issues, and probe as the situation requires. Personal interview can be used in any type of questionnaire and can be conducted fairly quickly. Interviewers can also show actual products, advertisements, packages and observe and record their reactions and behaviour. This takes two formsIndividual- Intercept interviewing Group - Focus Group Interviewing Individual Intercept interviewing: Widely used in tourism research. -allows researcher to reach known people in a short period of time. - only method of reaching people whose names and addresses are unknown -involves talking to people at homes, offices, on the street, or in shopping malls. -interviewer must gain the interviewee’s cooperation -time involved may range from a few minutes to several hours( for longer surveys compensation may be offered) Research Methodology (2810006)

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--involves the use of judgmental sampling i.e. interviewer has guidelines as to whom to “intercept”, such as 25% under age 20 and 75% over age 60 Drawbacks: -Room for error and bias on the part of the interviewer who may not be able to correctly judge age, race etc. -Interviewer may be uncomfortable talking to certain ethnic or age groups.

12. Define projective techniques. Explain with illustration four different types of projective techniques. Answer: Because researchers are often looking for hidden or suppressed meanings, Projective techniques can be used within the interview structures. Some of these techniques include: o Word or picture association Participants match images, experiences, emotions, products and services, even people and places, to whatever is being studied. “Tell me what you think of when you think of Kellogg’s Special K cereal.” o Sentence completion Participants complete a sentence. “Complete this sentence: People who buy over the Internet...” o Cartoons or empty balloons Participants write the dialog for a cartoon-like picture. “What will the customer comment when she sees the salesperson approaching her in the new-car showroom.” o Thematic Apperception Test Participants are confronted with a picture and asked to describe how the person in the picture feels and thinks. o Component sorts Participants are presented with flash cards containing component features and asked to create new combinations. o Sensory sorts Participants are presented with scents, textures, and sounds, usually verbalized on cards, and asked to arrange them by one or more criteria. o Laddering or benefit chain Participants link functional features to their physical and psychological benefits, both real and ideal. o Imagination exercises Participants are asked to relate the properties of one o thing/person/brand to another. “If Crest toothpaste were a college, what type of college would it be?” o Imaginary universe Participants are asked to assume that the brand and its users populate an entire universe; they then describe the features of this new world. o Visitor from another planet Participants are asked to assume that they are aliens and are confronting the product for the first time, then describe their reactions, questions, and attitudes about purchase or retrial. o Personification Participants imagine inanimate objects with the traits, characteristics and features, and personalities of humans. “If brand X were a person, what type of person would brand X be?” o Authority figure Participants imagine that the brand or product is an authority figure and to describe the attributes of the figure. Research Methodology (2810006)

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o Ambiguities and paradoxes Participants imagine a brand as something else (e.g., a Tide dog food or Marlboro cereal), describing its attributes and position. o Semantic mapping Participants are presented with a four-quadrant map where different variables anchor the two different axes; they place brands, product components, or organizations within the four quadrants. o Brand mapping Participants are presented with different brands and asked to talk about their perceptions, usually in relation to several criteria. They may also be asked to spatially place each brand on one or more semantic maps.

13. When is observation as a method of data collection used in research? What are its strength and limitation as a method of data collection? Answer: It is the gathering of primary data by investigator’s own direct observation of relevant people, actions and situations without asking from...