CHAPTER 1:INTRODUCTION

A) Question and Answer

Q.1) Define research. What are the characteristics of research?

Ans: Research in simplified terms means searching for the facts searching for the replies to the
various queries and also for the solutions to the various problems. Research is an inquiry or an
investigation with a specific purpose to fulfil, it helps in clearing the various doubtful concepts
and tries to solve or explain the various unexplained procedures or phenomenon.
WilliamC.Emory in the books Business research methods defineresearch is any organised
inquiry designed and carried out provide information for solving problem
Research is a term loosely used in everyday speech to describe a multitude of activities, such as
collecting masses of information, delving into esoteric theories, and producing wonderful new
products. It is important that a student or practitioner embarking on a programme of academic or
practical research has a clear idea of what the word research really means, and clears away any
misconceptions that might exist owing to the words common use in other fields. It is, therefore,
worth looking at a few of the ways that the word is used in common language to describe
activities, often called research, which are not research problem research in its real meaning, and
also at some of the emotive language that surrounds the term.
Research is defined as an academic activity that involves identifying the research problem,
formulating a hypothesis, collecting and analyzing the data and reaching specific conclusions in
the form of solutions or general theories.
It is also defined as a systematic, self-critical enquiry. The enquiry is aimed at understanding a
thing or phenomenon or solving a problem. When an enquiry is aimed at understanding, it is
termed as basic or fundamental research, which pursues knowledge, and may or may not have
practical or commercial use. When the enquiry is aimed at applying the available knowledge for

practical or commercial use, or for solving a problem faced in practice, it is termed as applied
research.
1.Redman and Mory define research as a systematized effort to gain new knowledge.
2.Clifford Woody defines research as defining and redefining problems, formulating hypothesis,
collecting, organizing and evaluating data, making deduction, and researching conclusions to
determine whether they fit the formulating hypothesis.

Qualities of a good researcher can be summarized as

1. Method of approach The researcher should adopt correct procedure for identifying a
problem and then for working on it, to find a solution for that problem.
2. Knowledge The researcher should be well aware and should have complete knowledge and
information of the field of investigation so that he can go in for correct planning and then
implementation of the correct and effective methods for selection of the problem and then for
solving it.
3. Qualification The researcher should have a good back ground of study, which will enable
the researcher to have a better knowledge and understanding of the subject.
4. Attitude The researcher must have a vision of his own, an aim with some objectives to
achieve something.
5. Should have an open thinking.
6. Should be stable, having consistent thinking.
7. Should be honest, sincere, brave and ambitious.

Characteristics of research:
1.Research originates with a question or problem- The world is filled with unanswered
questions, unresolved problems. Everywhere we look, we observe things that cause us to wonder,
to speculate, to ask questions. And by asking questions, we strike the first spark igniting a chain
reaction that terminates in the research process. An inquisitive mind is the beginning of research.
There is so much that we do not know that we do not understand! The hope of mitigating our
ignorance lies in the questions we ask and the information we gather and in whose collective
meaning we may find insight.

2.Research requires a clear articulation of a goal: A clear, unambiguous statement of the problem
is critical. This statement is an exercise in intellectual honesty. The statement asks the researcher,
What precisely do you intend to do? This is basic and is required for the success of any
research undertaking. Without it, the research is on shaky ground indeed.
3.Research requires a specific plan of procedure: Research is not an excursion into happy
expectation, of fondly hoping that the data necessary to solve the problem will somehow
fortuitously turn up. It is, instead, a carefully planned attack, a search-and-discover mission
explicitly planned in advance. Consider the title of this text: Practical Research: Planning and
Design. The last three words are the important ones. The overall research effort must be
explicitly planned and logically designed. Researchers plan their overall research design and
specific research methods in a purposeful way- that is, to yield data relevant to their particular
research problem. Depending on the specific research question, different designs and methods
will be more or less appropriate.

4.Research usually divides the principal problem into more manageable sub problems: The
whole is composed of the sum of its parts. That is a universal natural law; that is also a good
precept to observe in thinking about ones principal goal in research. We break down principal
problems much more frequently than we realize. Lets take an everyday problem to see how it
breaks down into a number of sub problems. Suppose you want to get from your town to a town

50 miles away. Your principal goal is to get from one location to the other as expeditiously as
possible. You soon realize, however, that at the outset some sub problems must be considered.
Here is a structuralisation of the problem and its attendant sub problems:

Main Problem:

How do I get from Town A to Town

B?

Sub Problems:

1. What is the most direct

route?
2. How far do I travel on the
thruway?
3. What is the number of the
exit I take in leaving the
thruway?

If researchers dont take the time or trouble to isolate the lesser problems within the major
problem, their research projects become cumbersome and unwieldy. From a design standpoint,
therefore, it is expedient to reduce the main problem to a series of logical sub problems that,
when resolved, will resolve the main problem.

5.Research is guided by the specific research problem, question, or hypothesis: Having stated the
problem and the attendant sub problems, each sub problem is then viewed through a construct
called a hypothesis. A hypothesis is a logical supposition, a reasonable guess, an educated
conjecture. It may direct your thinking to the possible source of information that will aid in
resolving the research problem through the resolution of each attendant sub problem. Hypotheses
are nothing new. They are constant, recurring features of everyday life. They represent the
natural working of the human mind

6.Research accepts certain critical assumptions: In research, assumptions are equivalent to

axioms in geometry- self-evident truths, the sine qua non of research. The assumption must be

valid or else the research cannot proceed. For this reason, careful researchers- certainly in
academic research-set forth a statement of the assumptions as the bedrock upon which the study
must rest. A distinction should be made here between a hypothesis and an assumption. A
hypothesis is a conjectural supposition that is posited in order to facilitate the search for facts but
that is held in abeyance until the data are available and have been interpreted.
7.Research requires the collection and interpretation of data in attempting to resolve the problem
that initiated the research: Having now isolated the problem, divided it into appropriate sub
problems, posited reasonable questions or hypotheses, and recognized the assumptions that are
basic to the entire effort, the next step is to collect whatever data seem appropriate and to
organize them in meaningful ways so that they can be interpreted.
8.Research is, by its nature, cyclical; or more exactly, helical: The research process follows a
cycle and begins simply. It follows logical, developmental steps:
A questioning mind observes a particular situation and asks, Why? What caused that?
How come? (This is the subjective origin of research.)
The answer to those questions becomes formally stated as a problem. (This is the overt
beginning of research.)
Data are gathered that seem to bear on the problem.
The data seem to point to a tentative solution of the problem. A guess is made; a
hypothesis or guiding question is formed.
The quest for more data continues.
The body of data is processed and interpreted.
A discovery is made; a conclusion is reached.
The tentative hypothesis is either supported by the data or is not supported; the question

is partially/completely answered or not.

The cycle is complete.

Q.2) Explain the need of research in business of social science.

Ans: Social sciences refer to business, commerce, demography, psychology, sociology, etc.
Research in social sciences deals with the peoples behavior in their different roles, such as

consumers, consultants, learners, teachers, trainers, employees, executives, producers, parents,

artists, advisors, etc.
Nowadays, there is a growing need and importance of research in social sciences. The research in
social sciences provides workable solutions to economic and social problems. The following
points bring out the significance of research in social sciences.

1.Social Welfare: Government organizations can undertake social research to enhance social
welfare of the society. Research can help to design suitable package of measures to reduce
income inequalities, to reduce poverty and unemployment, to overcome the problems of social
evils such as drug addictions, abuse of alcohol, gambling, and so on.
2.Formulation of New Theories: Social research helps to formulate new theories. The existing
theories can be reevaluated and modified with the help of social research.
3.Modifies Social Behaviour: Social research studies social behavior. Almost all our social
problems could be attributed to certain social behavior of the members of the society. Social
research collects relevant data on social behavior, analyses it and recommendations of social
researchers, steps can be taken by the concerned authorities to modify the societal behavior.
4.Social Development: Social research contributes to societal development. Social development
can be measured in terms of literacy, life expectancy, and other social development indicators.
Research can be undertaken to improve social development standards of the society.

5.Social Planning and Control: Social research is a tool for social planning and control. Any
constructive action needs to be planned for effective implementation so as to achieve the desired
outcome. Also, the research may indicate suitable control measures to correct deviations as and
when the deviations occur.

6.Economic Planning: Social science research can be of immense use in economic planning in a
given society. Economic planning requires basic data on the various aspects of our society and
economy, resource endowment and the needs, hopes and problems of the people, etc.
7.Prediction of Events in Society: Research can be undertaken to predict future events in the
society and their impact. For instance, research may be undertaken to find out the incidence of
poverty and its impact on the society. The findings of such research would not only indicate the
causes of poverty and its current and possible future impact on the society and on the nation.
Such research may make the concerned authorities to take appropriate measures to reduce the
incidence of poverty, thereby, reducing the negative consequences for the society.
8.Development of Methodology: Development of methodology to deal with social issues is one
of the contributions of social research. For instance, organizations face the problem of executive
stress, lack of concern for ethics, poor leadership styles, employee absenteeism and turnover, etc.
To overcome such problems, certain methodology needs to be developed. Social research enables
the organizations to develop appropriate methodology to study, analyse, and to take suitable
action to overcome the problems.

Q.3: Discuss in detail the types of research?

Ans: Research can be classified in many different ways on the basis of the methodology of
research. The knowledge it creates, the user group, the research problem it investigates etc,.

Basic research
The research which is done for knowledge enhancement, the research which does not have
immediate commercial potential. The research which is done for human welfare, animal welfare
and plant kingdom welfare. It is called basic, pure, fundamental research. The main motivation is
to expand man's knowledge, not to create or invent something. There is no obvious commercial
value to the discoveries that result from basic research.
Applied Research
Applied research is designed to solve practical problem of the modern world, rather than to
acquire knowledge for knowledge sake. The goal of applied research is to improve the human
condition. It focus on analysis and solving social and real life problems. This research is
generally conducted on large scale basis, it is expensive. As such, it often conducted with the
support of some financing agency like government , public corporation , world bank, UNICEF,
UGC,Etc,. According to hunt, applied research is an investigation for ways of using scientific
knowledge to solve practical problems for example:- improve agriculture crop production, treat
or cure a specific disease, improve the energy efficiency homes, offices, how can communication
among workers in large companies be improved? Applied research can be further classified as
problem oriented and problem solving research
.
Problem oriented research:Research is done by industry apex body for sorting out problems faced by all the companies.
Eg:- WTO does problem oriented research for developing countries, in india agriculture and
processed food export development authority (APEDA) conduct regular research for the benefit
of agri-industry.

Problem solving:-this type of research is done by an individual company for the problem faced
by it. Marketing research and market research are the applied research. For eg:-videocon
international conducts research to study customer satisfaction level, it will be problem solving
research. In short, the main aim of applied research is to discover some solution for some
pressing practical problem.

Quantitative Research
This research is based on numeric figures or numbers. Quantitative research aim to measure the
quantity or amount and compares it with past records and tries to project for future period. In
social sciences, quantitative research refers to the systematic empirical investigation of
quantitative properties and phenomena and their relationships.
The process of measurement is central to quantitative research because it provides fundamental
connection between empirical observation and mathematical expression of quantitative
relationships. Statistics is the most widely used branch of mathematics in quantitative research.
Statistical methods are used extensively with in fields such as economics and commerce.
Quantitative research involving the use of structured questions, where the response options have
been Pre-determined and large number of respondents is involved. eg:-total sales of soap
industry in terms of rupees cores and or quantity in terms of lakhs tones for particular year, say
2008,could be researched, compared with past 5 years and then projection for 2009 could be
made.

Qualitative Research
Qualitative research presents non-quantitative type of analysis. Qualitative research is collecting,
analyzing and interpreting data by observing what people do and say. Qualitative research refers
to the meanings, definitions, characteristics, symbols, metaphors, and description of things.

Qualitative research is much more subjective and uses very different methods of collecting
information,mainly individual, in-depth interviews and focus groups.
The nature of this type of research is exploratory and open ended. Small number of people are
interviewed in depth and or a relatively small number of focus groups are conducted. Qualitative
research can be further classified in the following type.
I.

Phenomenology:-a form of research in which the researcher attempts to understand

how one or more individuals experience a phenomenon. Eg:-we might interview 20
victims of bhopal tragedy.

II.

Ethnography:- this type of research focuses on describing the culture of a group of

people. A culture is the shared attributes, values, norms, practices, language, and
material things of a group of people. Eg:-the researcher might decide to go and live
with the tribal in Andaman island and study the culture and the educational practices.

III.

Case study:-is a form of qualitative research that is focused on providing a detailed

account of one or more cases. Eg:-we may study a classroom that was given a new
curriculum for technology use.

IV.

Grounded theory:- it is an inductive type of research,based or grounded in the

observations of data from which it was developed; it uses a variety of data sources,
including quantitative data, review of records, interviews, observation and surveys

V.

Historical research:-it allows one to discuss past and present events in the context of
the present condition, and allows one to reflect and provide possible answers to
current issues and problems. Eg:-the lending pattern of business in the 19th century.

In addition to the above, we also have the descriptive research. Fundamental research, of which
this is based on establishing various theories.Also the research is classified in to
1. Descriptive research
2. Analytical research
3. Fundamental research
4. Conceptual research
5. Empirical research
6. One time research or longitudinal research
7. Field-setting research or laboratory research or simulation research
8. Clinical or diagnostic research
9. Exploratory research
10.Historical research
11.Conclusion oriented research

Q.4) What is research methodology? What are the requisites of good scientific methods?

Ans: Research in simplified terms means searching for the facts searching for the replies to the
various queries and also for the solutions to the various problems. Research is an inquiry or an
investigation with a specific purpose to fulfil, it helps in clearing the various doubtful concepts
and tries to solve or explain the various unexplained procedures or phenomenon.
WilliamC.Emory in the books Business research methods defineresearch is any organised
inquiry designed and carried out provide information for solving problem
Research is a term loosely used in everyday speech to describe a multitude of activities, such as
collecting masses of information, delving into esoteric theories, and producing wonderful new
products. It is important that a student or practitioner embarking on a programme of academic or
practical research has a clear idea of what the word research really means, and clears away any
misconceptions that might exist owing to the words common use in other fields. It is, therefore,
worth looking at a few of the ways that the word is used in common language to describe
activities, often called research, which are not research problem research in its real meaning, and
also at some of the emotive language that surrounds the term.

Research is defined as an academic activity that involves identifying the research problem,
formulating a hypothesis, collecting and analyzing the data and reaching specific conclusions in
the form of solutions or general theories.
It is also defined as a systematic, self-critical enquiry. The enquiry is aimed at understanding a
thing or phenomenon or solving a problem. When an enquiry is aimed at understanding, it is
termed as basic or fundamental research, which pursues knowledge, and may or may not have
practical or commercial use. When the enquiry is aimed at applying the available knowledge for
practical or commercial use, or for solving a problem faced in practice, it is termed as applied
research.

1.Redman and Mory define research as a systematized effort to gain new knowledge.
2. Clifford Woody defines research as defining and redefining problems, formulating hypothesis,
collecting, organizing and evaluating data, making deduction, and researching conclusions to
determine whether they fit the formulating hypothesis.

Requisites of good scientific method:

(i) For one who is preparing himself for a career of carrying out research, the importance of
knowing research methodology and research techniques is obvious since the same constitute the
tools of his trade. The knowledge of methodology provides good training especially to the new
research worker and enables him to do better research. It helps him to develop disciplined
thinking or a bent of mind to observe the field objectively. Hence, those aspiring for careerism
in research must develop the skill of using research techniques and must thoroughly understand
the logic behind them.

(ii) Knowledge of how to do research will inculcate the ability to evaluate and use research
results with reasonable confidence. In other words, we can state that the knowledge of research
methodology is helpful in various fields such as government or business administration,
community development and social work where persons are increasingly called upon to evaluate
and use research results for action.
(iii) When one knows how research is done, then one may have the satisfaction of acquiring a
new intellectual tool which can become a way of looking at the world and of judging every day
experience. Accordingly, it enables us to make intelligent decisions concerning problems facing
us in practical life at different points of time. Thus, the knowledge of research methodology
provides tools to look at things in life objectively.
(iv) In this scientific age, all of us are in many ways consumers of research results and we can
use them intelligently provided we are able to judge the adequacy of the methods by which they
have been obtained..
Q.5) Explain the steps or process in scientific research?
Ans: Scientific research involves a systematic process that focuses on being objective and
gathering a multitude of information for analysis so that the researcher can come to a
conclusion. This process is used in all research and evaluation projects, regardless of the
research method (scientific method of inquiry, evaluation research, or action research). The
process focuses on testing hunches or ideas in a park and recreation setting through a systematic
process. In this process, the study is documented in such a way that another individual can
conduct the same study again. This is referred to as replicating the study. Any research done
without documenting the study so that others can review the process and results is not an
investigation using the scientific research process. The scientific research process is a multiplestep process where the steps are interlinked with the other steps in the process. If changes are
made in one step of the process, the researcher must review all the other steps to ensure that the
changes are reflected throughout the process. Parks and recreation professionals are often
involved in conducting research or evaluation projects within the agency. These professionals
need to understand the eight steps of the research process as they apply to conducting a study

lists the steps of the research process and provides an example of each step for a sample research
study.
Step 1: Identify the Problem
The first step in the process is to identify a problem or develop a research question. The research
problem may be something the agency identifies as a problem, some knowledge or information
that is needed by the agency, or the desire to identify a recreation trend nationally. In the example
in table 2.4, the problem that the agency has identified is childhood obesity, which is a local
problem and concern within the community. This serves as the focus of the study.
Step 2: Review the Literature
Now that the problem has been identified, the researcher must learn more about the topic under
investigation. To do this, the researcher must review the literature related to the research
problem. This step provides foundational knowledge about the problem area. The review of
literature also educates the researcher about what studies have been conducted in the past, how
these studies were conducted, and the conclusions in the problem area. In the obesity study, the
review of literature enables the programmer to discover horrifying statistics related to the longterm effects of childhood obesity in terms of health issues, death rates, and projected medical
costs. In addition, the programmer finds several articles and information from the Centers for
Disease Control and Prevention that describe the benefits of walking 10,000 steps a day. The
information discovered during this step helps the programmer fully understand the magnitude of
the problem, recognize the future consequences of obesity, and identify a strategy to combat
obesity (i.e., walking).

Step 3: Clarify the Problem

Many times the initial problem identified in the first step of the process is too large or broad in
scope. In step 3 of the process, the researcher clarifies the problem and narrows the scope of the
study. This can only be done after the literature has been reviewed. The knowledge gained
through the review of literature guides the researcher in clarifying and narrowing the research
project. In the example, the programmer has identified childhood obesity as the problem and the
purpose of the study. This topic is very broad and could be studied based on genetics, family
environment, diet, exercise, self-confidence, leisure activities, or health issues. All of these areas

cannot be investigated in a single study; therefore, the problem and purpose of the study must be
more clearly defined. The programmer has decided that the purpose of the study is to determine
if walking 10,000 steps a day for three days a week will improve the individuals health. This
purpose is more narrowly focused and researchable than the original problem.

Step 4: Clearly Define Terms and Concepts

Terms and concepts are words or phrases used in the purpose statement of the study or the
description of the study. These items need to be specifically defined as they apply to the study.
Terms or concepts often have different definitions depending on who is reading the study. To
minimize confusion about what the terms and phrases mean, the researcher must specifically
define them for the study. In the obesity study, the concept of individuals health can be
defined in hundreds of ways, such as physical, mental, emotional, or spiritual health. For this
study, the individuals health is defined as physical health. The concept of physical health may
also be defined and measured in many ways. In this case, the programmer decides to more
narrowly define individual health to refer to the areas of weight, percentage of body fat, and
cholesterol. By defining the terms or concepts more narrowly, the scope of the study is more
manageable for the programmer, making it easier to collect the necessary data for the study. This
also makes the concepts more understandable to the reader.

Step 5: Define the Population

Research projects can focus on a specific group of people, facilities, park development,
employee evaluations, programs, financial status, marketing efforts, or the integration of
technology into the operations. For example, if a researcher wants to examine a specific group of
people in the community, the study could examine a specific age group, males or females, people
living in a specific geographic area, or a specific ethnic group. Literally thousands of options are
available to the researcher to specifically identify the group to study. The research problem and
the purpose of the study assist the researcher in identifying the group to involve in the study. In
research terms, the group to involve in the study is always called the population. Defining the
population assists the researcher in several ways. First, it narrows the scope of the study from a
very large population to one that is manageable. Second, the population identifies the group that

the researchers efforts will be focused on within the study. This helps ensure that the researcher
stays on the right path during the study. Finally, by defining the population, the researcher
identifies the group that the results will apply to at the conclusion of the study. In the example in
table 2.4, the programmer has identified the population of the study as children ages 10 to 12
years. This narrower population makes the study more manageable in terms of time and
resources.

Step 6: Develop the Instrumentation Plan

The plan for the study is referred to as the instrumentation plan. The instrumentation plan serves
as the road map for the entire study, specifying who will participate in the study; how, when, and
where data will be collected; and the content of the program. This plan is composed of numerous
decisions and considerations that are addressed in chapter 8 of this text. In the obesity study, the
researcher has decided to have the children participate in a walking program for six months. The
group of participants is called the sample, which is a smaller group selected from the population
specified for the study. The study cannot possibly include every 10- to 12-year-old child in the
community, so a smaller group is used to represent the population. The researcher develops the
plan for the walking program, indicating what data will be collected, when and how the data will
be collected, who will collect the data, and how the data will be analyzed. The instrumentation
plan specifies all the steps that must be completed for the study. This ensures that the
programmer has carefully thought through all these decisions and that she provides a step-bystep plan to be followed in the study.

Step 7: Collect Data

Once the instrumentation plan is completed, the actual study begins with the collection of data.
The collection of data is a critical step in providing the information needed to answer the
research question. Every study includes the collection of some type of datawhether it is from
the literature or from subjects to answer the research question. Data can be collected in the form
of words on a survey, with a questionnaire, through observations, or from the literature. In the
obesity study, the programmers will be collecting data on the defined variables: weight,

percentage of body fat, cholesterol levels, and the number of days the person walked a total of
10,000 steps during the class.
The researcher collects these data at the first session and at the last session of the program. These
two sets of data are necessary to determine the effect of the walking program on weight, body
fat, and cholesterol level. Once the data are collected on the variables, the researcher is ready to
move to the final step of the process, which is the data analysis.

Step 8: Analyze the Data

All the time, effort, and resources dedicated to steps 1 through 7 of the research process
culminate in this final step. The researcher finally has data to analyze so that the research
question can be answered. In the instrumentation plan, the researcher specified how the data will
be analyzed. The researcher now analyzes the data according to the plan. The results of this
analysis are then reviewed and summarized in a manner directly related to the research
questions. In the obesity study, the researcher compares the measurements of weight, percentage
of body fat, and cholesterol that were taken at the first meeting of the subjects to the
measurements of the same variables at the final program session. These two sets of data will be
analyzed to determine if there was a difference between the first measurement and the second
measurement for each individual in the program. Then, the data will be analyzed to determine if
the differences are statistically significant. If the differences are statistically significant, the study
validates the theory that was the focus of the study. The results of the study also provide valuable
information about one strategy to combat childhood obesity in the community.
As you have probably concluded, conducting studies using the eight steps of the scientific
research process requires you to dedicate time and effort to the planning process. You cannot
conduct a study using the scientific research process when time is limited or the study is done at
the last minute. Researchers who do this conduct studies that result in either false conclusions or
conclusions that are not of any value to the organization.

Q.6) Write a note on review of literature.

Ans: If you have to write an undergraduate dissertation, you may be required to begin by writing
a literature review. A literature review is a search and evaluation of the available literature in
your given subject or chosen topic area. It documents the state of the art with respect to the
subject or topic you are writing about.
A literature review has four main objectives:

It surveys the literature in your chosen area of study

It synthesizes the information in that literature into a summary

It critically analyses the information gathered by identifying gaps in current knowledge;

by showing limitations of theories and points of view; and by formulating areas for
further research and reviewing areas of controversy

It presents the literature in an organized way

A literature review shows your readers that you have an in-depth grasp of your subject; and that
you understand where your own research fits into and adds to an existing body of agreed
knowledge.

Heres another way of describing those four main tasks. A literature review:

demonstrates a familiarity with a body of knowledge and establishes the credibility of

your work;

summarizes prior research and says how your project is linked to it;

integrates and summarizes what is known about a subject;

demonstrates that you have learnt from others and that your research is a starting point
for new ideas.

The overall structure of your review will depend largely on your own thesis or research
area. What you will need to do is to group together and compare and contrast the varying
opinions of different writers on certain topics. What you must not do is just describe what
one writer says, and then go on to give a general overview of another writer, and then
another, and so on. Your structure should be dictated instead by topic areas, controversial
issues or by questions to which there are varying approaches and theories. Within each of
these sections, you would then discuss what the different literature argues, remembering
to link this to your own purpose.
Linking words are important.
More importantly, if there is disagreement, you need to indicate clearly that you are
aware of this by the use of linkers such as:
however, on the other hand, conversely, nevertheless
At the end of the review you should include a summary of what the literature implies,
which again links to your hypothesis or main question.

Q.7) What is research design. Explain its essentials (of research design).

Ans : A research design is defined as a logical and systematic plan prepared for directing a
research study. It specifies the objectives of the study : the methodologies and techniques to be
adopted for achieving the objectives-------Philips Bernad.
The research design is the ground plan for conducting research investigation. Thus it is
obligatory for a researcher to undertake research design.it provides guidelines to researcher to
help him to keep a track of his actions and to know that he is moving in the right direction in

collecting data. whatever may be the nature of research problems, all research designs should
contain answer to the following questions:
1) What is the study about?
2) Why the study is undertaken?
3) What are the types of data required?
4) Where data can be found?
5) In which areas study will be undertaken?
Essentials of research design:
To make research design more effective , researcher must consider certain guidelines or
essentials:
1) Focus on objectives:
The research design must focus on research objectives. The research objectives must
be very clear to the researcher as well as to the research staff.the research objectives
differ depending upon the type of research. For instance the research objective of
commercial research will be based on commercial angle, and that of social research
will be based on social welfare.
2) Flexibility :
The research design should not be rigid. the research design must be flexible
depending upon the situation. For instance, a research design indicates a particular
time frame to complete the research work.
3) Pilot study:
It is always advisable to conduct a pilot study for finalizing the research design. Pilot
study is a research activity undertaken on a small segment of the research universe.
The pilot study is conducted to find out whether or not the researcher would be in a
position to collect the relevant data from the sources or areas so selected, and whether
or not the collected data would be relevant to solve problem.
4) Acceptance :
The research design must be acceptable to the persons concerned. For instance:
In the case of commercial research, the research design must be acceptable to
higher authorities. This is because the higher authorities are required to
approve it.

In the case of academic research, the research design must be acceptable to

research guide, as he needs to approve the research design before research
activity starts.

5) Suitability :
The research design must be suitable to achieve research objectives. Certain factors to
be considered while finalizing the research design are:
The availability of funds
The availability of time
The availability of manpower.
6) Simplicity:
The research design should be simple and easy to understand. The language used
must be clear and simple. Wherever required research design must be supported by
footnotes. Technical jargons must be avoided. Simplicity would also enable research
staff to collect relevant information, and also to analyze research projects.
7) Cost effective:
The research design must be cost effective. In a commercial research, the research
work based on research design must bring benefits to the organization. The research
design should enable proper collection and analysis of data, which in turn should
facilitate proper decision making.
8) Ease in implementation:
The research design should facilitate proper implementation of research activity. As
far as possible, the research design should avoid complicated procedures and
techniques which are difficult to adopt/follow.
9) Training the research staff:
To conduct the effective research, proper training must be given to research staff.
Training helps to improve: knowledge, attitude, skills and behavior. Staff also
requires right attitude towards research work, and good social behavior.

Q.8) Explain different types of research.

Ans: The types of research design are:

 Exploratory Research Design:

This design is followed to discover ideas and insights to generate possible explanations. It helps
in exploring the problem or situation. It is, particularly, emphasized to break a broad vague
problem statement into smaller pieces or sub-problem statements that help forming specific
hypothesis.
The hypothesis is a conjectural (imaginary, speculative, or abstract) statement about the
relationship between two or more variables. Naturally, in initial state of the study, we lack
sufficient understanding about problem to formulate a specific hypothesis. Similarly, we have
several competitive explanations of marketing phenomenon. Exploratory research design is used
to establish priorities among those competitive explanations.
The exploratory research design is used to increase familiarity of the analyst with problem under
investigation. This is particularly true when researcher is new in area, or when problem is of
different type.
This design is followed to realize following purposes:
1. Clarifying concepts and defining problem
2. Formulating problem for more precise investigation
3. Increasing researchers familiarity with problem
4. Developing hypotheses
5. Establishing priorities for further investigation
Exploratory research design is characterized by flexibility to gain insights and develop
hypotheses. It does not follow a planned questionnaire or sampling. It is based on literature
survey, experimental survey, and analysis of selected cases. Unstructured interviews are used to
offer respondents a great deal of freedom. No research project is purely and solely based on this
design. It is used as complementary to descriptive design and causal design.

 Descriptive Research Design:

Descriptive research design is typically concerned with describing problem and its solution. It is
more specific and purposive study. Before rigorous attempts are made for descriptive study, the
well-defined problem must be on hand. Descriptive study rests on one or more hypotheses.
For example, our brand is not much familiar, sales volume is stable, etc. It is more precise
and specific. Unlike exploratory research, it is not flexible. Descriptive research requires clear
specification of who, why, what, when, where, and how of the research. Descriptive design is
directed to answer these problems.

Causal or Experimental Research Design:

Causal research design deals with determining cause and effect relationship. It is typically in
form of experiment. In causal research design, attempt is made to measure impact of
manipulation on independent variables (like price, products, advertising and selling efforts or
marketing strategies in general) on dependent variables (like sales volume, profits, and brand
image and brand loyalty). It has more practical value in resolving marketing problems. We can
set and test hypotheses by conducting experiments.
Test marketing is the most suitable example of experimental marketing in which the independent
variable like price, product, promotional efforts, etc., are manipulated (changed) to measure its
impact on the dependent variables, such as sales, profits, brand loyalty, competitive strengths
product differentiation and so on.

Q.9) What is sampling? Explain essentials of good sampling.

Ans: Donald Tull and Dell Hawkins defined sample as those individuals chosen from the
population of interest as subjects in an experiment or to be the respondents to a survey.

Sampling design is a plan designed to select the appropriate sample in order to collect the right
data so as to achieve research objectives.
Essentials of a good sampling:
In order to reach at right conclusions, a sample must possess the following essential
characteristics.
1. Representative:
The sample should truly represent the characteristics of the verse. For this investigator
should be free from bias and the method of collection should be appropriate.
2. Adequacy:
The size of the sample should be adequate i.e., neither too large nor small but
commensurate with the size of the population.
3. Homogeneity:
There should be homogeneity in the nature of all the units selected for the sample. If the
units of the sample are of heterogeneous character it will impossible to make a
comparative study with them.
4. Independent ability:
The method of selection of the sample should be such that the items of the sample are
selected in an independent manner. This means that lection of one item should not
influence the selection of another item in any manner d that each item should be selected
on the basis of its own merit.
5. Goal-oriented:
A sample design should be goal oriented. It is means and should be oriented to the
research objectives and fitted to the survey conditions.

6. Economical:
A sample should be economical. The objectives of the survey should be achieved with
minimum cost and effort.
7. Practical:
A sample design should be practical. The sample design should be simple i.e. it should be
capable of being understood and followed in the fieldwork.
.
Q.10) Explain different methods or technique of sampling?
Ans: The methods of sampling can be broadly divided into two groups:

METHODS OF SAMPLING

PROBABILITY
METHOD

NON PROBABILITY
METHOD

1) Probability method;
A probability sample is a sample in which every unit in the population has a
chance (greater than zero) of being selected in the sample, and this probability can
be accurately determined. The combination of these traits makes it possible to
produce unbiased estimates of population totals, by weighting sampled units
according to their probability of selection.
The different probability methods are explained as follows:

Simple random sampling

In a simple random sample (SRS) of a given size, all such subsets of the frame are given an equal
probability. Furthermore, any given pair of elements has the same chance of selection as any
other such pair (and similarly for triples, and so on). This minimises bias and simplifies analysis
of results. In particular, the variance between individual results within the sample is a good
indicator of variance in the overall population, which makes it relatively easy to estimate the
accuracy of results.
Systematic sampling

Systematic sampling (also known as interval sampling) relies on arranging the study population
according to some ordering scheme and then selecting elements at regular intervals through that
ordered list. Systematic sampling involves a random start and then proceeds with the selection of
every kth element from then onwards. In this case, k=(population size/sample size). It is
important that the starting point is not automatically the first in the list, but is instead randomly
chosen from within the first to the kth element in the list. A simple example would be to select
every 10th name from the telephone directory (an 'every 10th' sample, also referred to as
'sampling with a skip of 10').
Formula : skip interval = population size
Sample size

Stratified sampling
When the population embraces a number of distinct categories, the frame can be organized by
these categories into separate "strata." Each stratum is then sampled as an independent subpopulation, out of which individual elements can be randomly selected. There are several
potential benefits to stratified sampling.
Cluster sampling

Sometimes it is more cost-effective to select respondents in groups ('clusters'). Sampling is often

clustered by geography, or by time periods. (Nearly all samples are in some sense 'clustered' in
time although this is rarely taken into account in the analysis.) For instance, if surveying
households within a city, we might choose to select 100 city blocks and then interview every
household within the selected blocks.Clustering can reduce travel and administrative costs. In the
example above, an interviewer can make a single trip to visit several households in one block,
rather than having to drive to a different block for each household

2) Non- Probability method:

Non probability sampling is any sampling method where some elements of the
population have no chance of selection (these are sometimes referred to as 'out of
coverage'/'under covered'), or where the probability of selection can't be
accurately determined. It involves the selection of elements based on assumptions
regarding the population of interest, which forms the criteria for selection. Hence,
because the selection of elements is non random, non probability sampling does
not allow the estimation of sampling errors. These conditions give rise to
exclusion bias, placing limits on how much information a sample can provide
about the population. Information about the relationship between sample and
population is limited, making it difficult to extrapolate from the sample to the
population.
The various non probability methods are as follows:
Accidental sampling
Accidental sampling (sometimes known as grab, convenience or opportunity sampling) is a type
of non probability sampling which involves the sample being drawn from that part of the
population which is close to hand. That is, a population is selected because it is readily available
and convenient. It may be through meeting the person or including a person in the sample when
one meets them or chosen by finding them through technological means such as the internet or
through phone. The researcher using such a sample cannot scientifically make generalizations
about the total population from this sample because it would not be representative enough. For

example, if the interviewer were to conduct such a survey at a shopping centre early in the
morning on a given day, the people that he/she could interview would be limited to those given
there at that given time, which would not represent the views of other members of society in such
an area, if the survey were to be conducted at different times of day and several times per week.
This type of sampling is most useful for pilot testing. Several important considerations for
researchers using convenience samples include:
1. Are there controls within the research design or experiment which can serve to lessen the
impact of a non-random convenience sample, thereby ensuring the results will be more
representative of the population?
2. Is there good reason to believe that a particular convenience sample would or should
respond or behave differently than a random sample from the same population?
3. Is the question being asked by the research one that can adequately be answered using a
convenience sample?
Quota sampling
In quota sampling, the population is first segmented into mutually exclusive sub-groups, just as
in stratified sampling. Then judgement is used to select the subjects or units from each segment
based on a specified proportion. For example, an interviewer may be told to sample 200 females
and 300 males between the age of 45 and 60.
It is this second step which makes the technique one of non-probability sampling. In quota
sampling the selection of the sample is non-random. For example, interviewers might be tempted
to interview those who look most helpful. The problem is that these samples may be biased
because not everyone gets a chance of selection. This random element is its greatest weakness
and quota versus probability has been a matter of controversy for several years.
Snowball sampling
Snowball sampling involves finding a small group of initial respondents and using them to
recruit more respondents. It is particularly useful in cases where the population is hidden or
difficult to enumerate.

Q.11) What is secondary data? Explain its limitations.

Ans: The secondary data is readily available data from published or printed sources. The
secondary data is generally used in the case of academic research and to a certain extent in the
case of social research. However , commercial research requires more of primary data as
compared to secondary data.
Limitations of secondary data:
1) Problem of accuracy:
The quality of secondary data is affected due to the problem of accuracy. One cannot
be geniuses of data. For instance, the statistical data provided on internet from
various sources is vastly different.
2) Problem of reliability:
The secondary data lack reliability. The published data may be outdated, and
therefore, it may not serve the purpose of the current research work undertaken by the
researcher. Also the reliability of the source that provided the published data may not
be genuine.
3) Problem of adequacy:
At times, the secondary data may be accurate and reliable, but the data may be
insufficient to solve the current research problem. The secondary data may not

provide complete data to solve research problem. A researcher cannot completely

depend on secondary data to solve research problem.
4) Lack of in-depth information:

The secondary data may not only lack adequacy, but it may not provide in depth
information to solve research problem.

5) Problem in quality decision making:

The secondary data may affect the quality of decision making . This is because: the data
may be inaccurate, insufficient and unreliable. Therefore the decisions made purely on
the basis of secondary data would bring poor outcomes
6) Problem of specific data:
The secondary data may be more general in nature rather than specific. The
researcher needs specific data to solve specific problem.
7) Unsuitability :
The secondary data may not be suitable in certain cases. Secondary data may be of
less use in case of commercial research. To solve business related problems , a
researcher may require more of primary data rather than secondary data.
8) Problem of biased information:
There is possibility of bias in secondary data. The researcher has no control over the
quality of secondary data. The secondary data may be badly influenced by the bias
respondents and also that of researcher. At times the researcher may have collected
secondary data and got it published. Therefore one should not blindly depend on
secondary data.

Q.12) Explain different methods of collecting primary data.

Ans: The primary data collection method includes:
a) Survey/Interview method
b) Observation method
c) Experimentation method