Research Process &

Scientific Method

Dr. A. K. Dey

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 Objectives of Research
 To gain further insight into the problem –
Exploratory or Formulative Research
 To describe the characteristics of a situation or a
group – Descriptive Research
 To determine the frequency with which some
thing occurs – Diagnostic Research
 To test a hypothesis of causal relationship
between variables – Hypothesis testing research

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 Characteristics of a Good Research
Methodology
 Systematic: Structured with specified steps to be
taken in predetermined sequence according to a
specific set of rules
 Logical: Should be guided by rules of logical
reasoning
 Empirical: Related to one or more aspects of
real situation
 Replicable: Results can be verified by replicating
the study

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 Scientific Method
 Two main characteristics of scientific
method
 Validity: The claim of measuring the identified
variable
 Reliability or Repeatability: A repeat of the study
should lead to the same outcome; like experiments
of Physics or Chemistry
 Very few Marketing Research projects could
qualify as experiments; much less
reproducible experiments
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 MR & Scientific Method
 It is very difficult to measure identified
variable: Example – TV viewer ship
 Controlling variables
 Highly interactive; almost impossible to control
in a market place
 Projects mostly carried out “one time” – hence
no way to test reliability
 MR projects are proprietary – hence no way to
check reproducibility
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Scientific Vs Non – Scientific Methods
 Major differences between Scientific &
Non Scientific Method that affect Validity &
Reliability of the results are
 Objectivity of the investigator
 Accuracy of measurements
 Degree to which the investigation is
continuing & exhaustive

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Scientific Vs Non – Scientific Methods
 Objectivity of the investigator
 A researcher must base his judgment on facts
& not on preconceived notion or intuition
 Two major factors that reduce the objectivity
on the part of the investigator
 MarketResearchers report to a strong willed
executive who thinks that he knows the market
well
 Marketers often tend to exploit comfortable
segments; They ignore segments that are different,
unattractive or threatening
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Scientific Vs Non – Scientific Methods
 Accuracy of measurements
 In experiments of Physics or Chemistry measuring
devices of great accuracy are used
 In MR attitudes, intensions, behaviours etc are
measured – so far no instruments can measure these
accurately
 Such variables are dynamic – checking reproducibility
is not possible
 Even crude devices like Attitude Rating Scales are
administered by different interviewers & interviews are
conducted in different settings – results not
reproducible
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Scientific Vs Non – Scientific Methods
 Continuing & Exhaustive nature of
investigation
 Scientists are continuously & aggressively
searching for additional evidence, they are not
sure that ultimate truth has been found
 Marketing Research tends to be less
continuous than science
 Results of MR projects not published or
shared – no refinement done
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 Difficulties in Applying Scientific
Method to Marketing Research
 Investigator involved in use of results
 Imprecise measuring devices
 Influence of measurement process on the results
 Time pressure for results
 Difficulty in using experiments to Test
Hypothesis
 Great complexity of the subject : Complexity of
human behaviourial response makes it difficult to
achieve high level of Validity & Reliability
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 Research Process
 Seven inter-related steps
 Specifying research objectives
 Preparing a list of needed information
 Designing the data collection project
 Selecting a sample type
 Determining sample size
 Organizing & carrying out the field work
 Analyzing the collected data & report the
findings

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 Research Process & Problems in
Achieving Scientific Method
 To achieve Validity & Reliability,
Marketing Research should be
conducted as a proper Scientific Method
 At each of the seven steps let us analyze
A. Problems in achieving Scientific Method
B. Steps to minimize the potential sources of
errors

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 1. Specifying Research Objectives
A. Problems in achieving Scientific Method
a. Manager’s Expectations of research results
B. Minimizing potential sources of errors
a. Write research objectives
b. Manager & researcher must discuss the
objective statements & if necessary modify

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 2. Preparing a list of needed
information
 Problems in achieving Scientific Method
a. Due to busy schedule manager may not get
adequately involved
b. May think researcher knows what to do
 Minimizing potential sources of errors
a. Manager & researcher should develop ‘List of
needed information’ together & evaluate usefulness
Research is not needed if manager is forced to select a
particular course of action irrespective of research
findings
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3. Designing data collection project
 Problems in achieving Scientific Method
a. Using inappropriate research design
b. Wrong selection of respondents
c. Asking unclear or ambiguous questions
d. Using large scale study instead of small
scale & vice versa
e. Using poor experimental design

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3. Designing data collection project
 Minimizing potential sources of errors
Five important issues that must be addressed:
 Should the research be exploratory or
conclusive?
 Who should be interviewed & how?
 Should only few cases be studied or large
samples?
 How well experiments be incorporated?
 How should data collection form be
designed?
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 4. Selecting a sample type
Why samples? Probability Vs. Non
Probability
 Problems in achieving Scientific Method
a. Sample not representative of the population
 Minimizing potential sources of errors
a. Define sampling frame carefully
b. Select proper sampling method – Simple
Random

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 5. Determining Sample size
 Problems in achieving Scientific Method
a. Sample size depends upon
i. Nature of the problem
ii. Budget
iii. Accuracy needed
b. Small sample – Lower reliability
Large sample – Likely to give higher reliability
 Minimizing potential sources of errors
a. Use Sampling Statistics to calculate sample size for
a given accuracy (Confidence Interval)
b. Care exercised in determining sample size &
sample type will minimize errors
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 6. Organizing &
Carrying out field work
 Field work: Selecting, Training, Controlling & Evaluating
field force
 Involves substantial portion of budget
 Potential source of errors through lack of Validity &
Reliability
 Problems in achieving Scientific Method
a. Varying skills of field workers
b. Forms filled without interview
c. May not follow instruction
d. Investigator’s bias
e. Respondents’ bias
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 6. Organizing &
Carrying out field work
 Minimizing potential sources of errors
a. Follow good practices in selection, training,
controlling & evaluating field workers
b. Incorporate Back Checks & Spot Checks
c. Motivate supervisors
d. Deploy adequate field force – release time
pressure

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 7. Analyzing Data &
Report Preparation
 Problems in achieving Scientific Method
a. Care & precaution not taken during editing,
coding & data entry
b. List of needed information not prepared properly
c. Research objectives not established correctly
 Minimizing potential sources of errors
a. Editing& Coding done carefully
b. Incorporate extensive validity checks
c. Inferences to be drawn based on factual data &
not based upon researcher’s personal
understanding
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