1 Introduction to Business Research June 16

2 Marketing research process Problem Identification & definition Research design Research Method Data Collection Sampling Procedure Data Analysis Report Follow up

June 163 Problem Identification & Problem definition “The formulation of the problem is often more essential than its solution” - Albert Einstein - Albert Einstein

Statement of Research Objectives Problem Definition Defining Problem Results in Clear Cut Research Objectives Exploratory Research (Optional) Analysis of the Situation Symptom Detection June 164

Problem Definition OrganizationSymptoms Based on Symptom True Problem 20 -year-old neighborhood swimming association in a major city. Membership has been declining for years. New water park with wave pool and water slides moved into town a few years ago. Neighborhood residents prefer the expensive water park and have negative image of swimming pool. Demographic changes: Children in this 20-year-old neighborhood have grown up. Older residents no longer swim anywhere. June 165

6 Research Design Master plan - the plan and structure of enquiry formulated in order to obtain answers to research questions-a blue print of the process-collection, analysis and interpretation Master plan - the plan and structure of enquiry formulated in order to obtain answers to research questions-a blue print of the process-collection, analysis and interpretation Classification of research design-Exploratory, Descriptive and Causal design - Depends on the research questions, research environment, time dimension, scope of study Classification of research design-Exploratory, Descriptive and Causal design - Depends on the research questions, research environment, time dimension, scope of study Specifies methods and procedures Specifies methods and procedures

COMPLETELY CERTAIN ABSOLUTE AMBIGUITY CAUSAL OR DESCRIPTIVE EXPLORATORY Uncertainty Influences The Type Of Research June 167

8 Data Collection Method Surveys Surveys Experiments Experiments Observation Observation

POPULATION SAMPLE Sample: subset of a larger population. Selecting a Sample June 169

10 Sampling Procedure Who is to be sampled?-sampling unit Who is to be sampled?-sampling unit How large a sample?-sample size How large a sample?-sample size How will sample units be selected? How will sample units be selected? Probability and non-probability sampling procedures Probability and non-probability sampling procedures

June 1611 Data Collection Primary and secondary data Data Gathering Stage Data Gathering Stage Personal interviews Personal interviews Telephone interviews Telephone interviews CAPI CAPI CATI CATI Mall intercepts Mall intercepts Mechanical devices Mechanical devices Projective techniques Projective techniques

June 1612 Data Analysis Purpose of analysis is to interpret and draw conclusions from the data Purpose of analysis is to interpret and draw conclusions from the data Various techniques starting with simple frequencies to multivariate analysis can be used Various techniques starting with simple frequencies to multivariate analysis can be used

June 1613 Report Effective communication of the research findings Effective communication of the research findings The report communicates the conclusions and recommendations to the management The report communicates the conclusions and recommendations to the management

June 1614 Follow Up

June 1615 Questions for Discussions