:- VED PRAKASH PANDA

Introduction to Research
Research in common parlance refers to a search for knowledge. Once can also define research asa
scientific and systematic search for pertinent information on a specific topic. In fact, research is anart of
scientific investigation.
According to the Random House Dictionary of the English Language, Researchis a systematic inquiry
into a subject in order to discover or revise facts,theories, etc.
One can also express research as :

An intellectual activity of a high order;

An investigation of a phenomenon, event or activity;

Aims to discover data and facts and their interpretations;

To arrive at conclusions to formulate new theories and laws or revise the already established theories
and laws;

To communicate the results for peer review; and

To be accepted or rejected before adding this new knowledge to the already existing general pool of
knowledge.

OBJECTIVES OF RESEARCH
The purpose of research is to discover answers to questions through the application of scientificprocedures.
The main aim of research is to find out the truth which is hidden and which has not beendiscovered as yet.
Though each research study has its own specific purpose, we may think ofresearch objectives as falling into a
number of following broad groupings:
1. To gain familiarity with a phenomenon or to achieve new insights into it (studies with thisobject in view are
termed as exploratory or formulative research studies);
2. To portray accurately the characteristics of a particular individual, situation or a group(studies with this object
in view are known as descriptive research studies);
3. To determine the frequency with which something occurs or with which it is associatedwith something else
(studies with this object in view are known as diagnostic researchstudies);
4. To test a hypothesis of a causal relationship between variables (such studies are known ashypothesistesting research studies)
TYPES OF RESEARCH
The basic types of research are as follows:

(i)

Descriptive vs. Analytical: Descriptive research includes surveys and fact-finding enquiries of
different kinds. The major purpose of descriptive research is description of the state of affairs as it
exists at present. In social science and business research we quite often use the term Ex post facto
research for descriptive research studies. The main characteristic of this method is that the
researcher has no control over the variables; he can only report what has happened or what is
happening.
In analytical research, on theother hand, the researcher has to use facts or information already
available, and analyzethese to make a critical evaluation of the material.

(ii) Applied vs. Fundamental: Research can either be applied (or action) research orfundamental (to basic or
pure) research. Applied research aims at finding a solution for animmediate problem facing a society or an
industrial/business organisation, whereas fundamentalresearch is mainly concerned with generalisations and
with the formulation of a theory.
Researchconcerning some natural phenomenon or relating to pure mathematics are examples
offundamental research. Similarly, research studies, concerning human behaviour carried onwith a view to
make generalisations about human behaviour, are also examples offundamental research, but research aimed
at certain conclusions (say, a solution) facing aconcrete social or business problem is an example of applied
research.
(iii) Quantitative vs. Qualitative: Quantitative research is based on the measurement of quantityor amount. It
is applicable to phenomena that can be expressed in terms of quantity.Qualitative research, on the other hand,
is concerned with qualitative phenomenon, i.e.,phenomena relating to or involving quality or kind.
(iv) Conceptual vs. Empirical: Conceptual research is that related to some abstract idea(s) ortheory. It is
generally used by philosophers and thinkers to develop new concepts or toreinterpret existing ones.
On the other hand, empirical research relies on experience orobservation alone, often without due
regard for system and theory. It is data-based research,coming up with conclusions which are capable of being
verified by observation or experiment.We can also call it as experimental type of research.
SCIENTIFIC METHOD
Science is defined as a body of knowledge of facts and truths of all systematized knowledge (subjects,
disciplines) that show the operations of general laws and othersappropriate to them.
Scientific method is defined by Random House Dictionary as a method in which aproblem is identified,
relevant data is gathered, a hypothesis is formulated, which isempirically tested.
It can be concluded from the above definition that scientific method is a logical systematic process. Steps
involved in this logical procedure are named as research process and presented in the diagram as below :

1. Formulating the research problem: There are two types of research problems, viz., thosewhich relate to
states of nature and those which relate to relationships between variables. At thevery outset the researcher
must single out the problem he wants to study, i.e., he must decide thegeneral area of interest or aspect of a
subject-matter that he would like to inquire into.
2. Extensive literature survey: Once the problem is formulated, a brief summary of it should bewritten down.
For this purpose, the abstracting and indexing journals and published or unpublishedbibliographies are the first
place to go to. Academic journals, conference proceedings, governmentreports, books etc., must be tapped
depending on the nature of the problem. In this process, it shouldbe remembered that one source will lead to
another. The earlier studies, if any, which are similar tothe study in hand should be carefully studied. A good
library will be a great help to the researcher atthis stage.
3. Development of working hypotheses: After extensive literature survey, researcher shouldstate in clear
terms the working hypothesis or hypotheses. Working hypothesis is tentative assumptionmade in order to draw
out and test its logical or empirical consequences. As such the manner inwhich research hypotheses are
developed is particularly important since they provide the focal pointfor research. They also affect the manner
in which tests must be conducted in the analysis of dataand indirectly the quality of data which is required for
the analysis.
4. Preparing the research design: The research problem having been formulated in clear cutterms, the
researcher will be required to prepare a research design, i.e., he will have to state theconceptual structure
within which research would be conducted. The preparation of such a designfacilitates research to be as
efficient as possible yielding maximal information. In other words, thefunction of research design is to provide
for the collection of relevant evidence with minimal expenditureof effort, time and money.
5. Determining sample design: All the items under consideration in any field of inquiry constitutea universe
or population. It can be presumed that in such an inquiry when all the items are covered noelement of chance
is left and highest accuracy is obtained. But in practice this may not be true.
6. Collecting the data: In dealing with any real life problem it is often found that data at hand areinadequate,
and hence, it becomes necessary to collect data that are appropriate. There are severalways of collecting the
appropriate data which differ considerably in context of money costs, time andother resources at the disposal
of the researcher.Primary data can be collected either through experiment or through survey.

7. Execution of the project: Execution of the project is a very important step in the researchprocess. If the
execution of the project proceeds on correct lines, the data to be collected would beadequate and dependable.
The researcher should see that the project is executed in a systematicmanner and in time.
8. Analysis of data: After the data have been collected, the researcher turns to the task of analyzing them.
The analysis of data requires a number of closely related operations such as establishment ofcategories, the
application of these categories to raw data through coding, tabulation and then drawingstatistical inferences.
9. Hypothesis-testing: After analysing the data as stated above, the researcher is in a position totest the
hypotheses, if any, he had formulated earlier. Do the facts support the hypotheses or theyhappen to be
contrary? This is the usual question which should be answered while testing hypotheses.Various tests, such as
Chi square test, t-test, F-test, have been developed by statisticians for thepurpose. The hypotheses may be
tested through the use of one or more of such tests, depending uponthe nature and object of research inquiry.
Hypothesis-testing will result in either accepting the hypothesis or in rejecting.
10. Generalisations and interpretation: If a hypothesis is tested and upheld several times, it maybe possible
for the researcher to arrive at generalisation, i.e., to build a theory. As a matter of fact,the real value of research
lies in its ability to arrive at certain generalisations. If the researcher had nohypothesis to start with, he might
seek to explain his findings on the basis of some theory. It is knownas interpretation.
11. Preparation of the report or the thesis: Finally, the researcher has to prepare the report ofwhat has been
done by him.

Research plan
Research plan has been used synonymously with proposal and synopsis. They refer toa blue print of
your research. Both are used for documents that describe in detail:

What are you going to do?

Why are you going to do?

How are you going to do?

In what resources (time, money, infrastructure, etc.) are you going to do?

What are you not going to do?

A research proposal is thus, a document to your plans and ideas of carrying out yourresearch.
The purpose of a research plan is to:

Present for him the proposed plan of action;

Present for the supervisor and other authorities also the plan of action for theirapproval;

The functions of a research plan are to:

give directions on what needs to be done, when and how and in what order;

provide a route from stating the topic to finalising the results;

enable to evaluate your progress during research;

define your topic to limit its scope; and

prove to your supervisor that you have gone into the fine details of your topic and will be able to
conduct research.

Types of research plan

There are two types of research plans. These are: quantitative and qualitative proposals.Quantitative
proposal is given for experimental and descriptive research whereasqualitative proposal is given for
descriptive and exploratory research.
Structure of research plan
A research proposal is presented in the following structure:
1. Title :The title of your study (dissertation or project) is the first part of your plan. We should ensure that
the title is self- explanatory. It should convey what we intend to do. There should be no ambiguity. It
should be clear, precise, and grammatically correct.
2. Introduction: The introduction provides background information to the topic of your study. It includes a
thorough review of what is available related to your area of study.
3. The Problem :Introduction and the problem could be visualised as occurring together in continuation
as background to the study. The difference is that introduction is more general as compared to the
problem. The problem starts with where introduction has left the topic.
4. Scope :After the problem has been stated, it is important to explain its scope also. In the scope one
should indicate to what extent one intends to probe the topic. He should clarify the scope as far as the
subject content is concerned as well as the geographical area is concerned.
5. Objectives :After the problem, the plan should state the objectives of your study. This is one of the
most important parts of your plan. It helps to know what you intend to do. Anyone interested in your
study gets to know the whole picture from just the objectives.
6. Hypotheses :The next section of your plan should be devoted to hypotheses. Hypothesis is an
assumption, presumption, or in simple words guess towards some situation or condition. It is an
assumption of relationships between the dependent and independent variables.
7. Review of Related Literature : After the hypotheses are stated, a brief review of literature is
presented. It helps the researcher to know and assimilate what others have already done in the field. It
gives him the direction of movement into his research.
8. Research Design :The plan of research from the point of operationalisation of hypotheses to the
analysisof data is presented as research design. The research design is the blueprint of yournature of
investigation, data collection methods to be used, number of contacts to be made with the subjects, and
the reference period of study.
9. Tentative Chapterisation :The physical structure of the research report is also presented in the
research plan as tentative chapterisation.

10. Limitations :Every research study has limitations. These could be from the point of view of the
contents (coverage of the subject), geographical area, time period of study, etc. The researcher should
very earnestly admit the limitations in his/her study.

Research problem
Without a problem, research cannot proceed, because there is nothing toproceed from and proceed
towards. Therefore, the first step in research is toperceive a problem - either practical or theoretical.
The recognition or existenceof a problem motivates research. It may be noted that research is the
processof repeated search for truth/facts.

A problem in simple words is some difficulty experienced by the researcher ina theoretical or practical
situation. Solving this difficulty is the task ofresearch.
A problem exists when we do not have enough information to answer aquestion (problem). The answer
to the question or problem is what is sought inthe research.
The problem for research should ordinarily be expressed in an interrogativeform. For example :
Why is product X more popular than product Y?
How to increase labour productivity?
Does illumination increase productivity?
Why is factory A earning profits and factory B incurring losses?
Is the audio-visual system of teaching more effective than the audio system?
These are all searchable problems/questions. Finding answers to the problems iswhat is endeavoured
in research. One question/problem may give rise tonumber of/series of sub-questions too.

Sources of Research Problems

If the researcher / research organization has a ready problem on hand, he/shecan proceed further in
the research process or else you have to search for aproblem. Where can you search for research
problems? Your own mind, whereelse? You have to feel the problem and think about it. However, the
followingsources may help you in identifying the problem / problem areas.
1) Business Problems: A research problem is a felt need, the need may bean answer, or a solution
or an improvement in facilities / technology eg. CarsBusiness experiences, various types of problems.
They may be business policyproblems, operational problems, general management problems, or
functionalarea problems. The functional areas are Financial Management, MarketingManagement,
Production Management and Human Resources Management.Every business research problem is
expected to solve a management problemby facilitating rational decision-making.

2) Day to Day Problems: A research problem can be from the day to dayexperience of the researcher.
Every day problems constantly present some thingnew and worthy of investigation and it depends on
the keenness of observationand sharpness of the intellect of the researcher to knit his daily experience
intoa research problem. For example, a person who travels in city buses every day
finds it a problem to get in or get out of the bus. But a Q system (that is theanswer to the problem)
facilitates boarding and alighting comfortably.
3) Technological Changes: Technological changes in a fast changing worldare constantly bringing
forth new problems and thus new opportunities forresearch. For example, what is the impact or
implications of a new techniqueor new process or new machine?
4) Unexplored Areas: Research problems can be both abstract and of appliedinterest. The researcher
may identify the areas in which much work has beendone and the areas in which little work has been
done or areas in which nowork has been done. He may select those areas which have not been
exploredso far/explored very little.
5) Theory of Ones Own Interest: A researcher may also select a problemfor investigation from a
given theory in which he has considerable interest. Insuch situations the researcher must have a
thorough knowledge of that theoryand should be able to explore some unexplained aspects or
assumptions of thattheory. His effort should revalidate, or modify or reject the theory.
6) Books, Theses, Dissertation Abstracts, Articles: Special assignments intextbooks, research
theses, investigative reports, research articles in researchjournals etc., are rich sources for problem
seekers. These sources may suggestsome additional areas of needed research. Many of the research
theses andarticles suggest problems for further investigation which may prove fruitful.
7) Policy Problems: Government policy measures give rise to both positiveand negative impact. The
researcher may identify these aspects for hisresearch. For example, what is the impact of the
Governments new industrialpolicy on industrial development?
8) Discussions with Supervisor and Other Knowledgeable Persons: Theresearcher may find it
fruitful to have discussions with his/her proposedsupervisor or other knowledgeable persons in the area
of the topic.
Points to be Considered while Selecting a Problem
The topic or problem which the researcher selects among the many possibilitiesshould meet
certain requirements. Every problem selected for research mustsatisfy the following criteria.
1) The topic selected should be original or at least less explored. The purposeof research is to fill the
gaps in existing knowledge or to discover new factsand not to repeat already known facts.
2) It should be of significance and socially relevant and useful.
3) It should be interesting to the researcher and should fit into his aptitude.
4) It should be from an area of the researchers specialization.
5) It should correspond to the researchers abilities - both acquired and acquirable.
6) It should be big enough to be researchable and small enough to be handled thetopic should be
amenable for research with existing and acquirable skills.

7) It should have a clear focus or objective.

8) The feasibility of carrying out research on the selected problem should bechecked against the
following considerations.
a) Whether adequate and suitable data are available?
b) Whether there is access to the organization and respondents?
c) Whether cooperation will be forth coming from the organization andrespondents?
d) What are the resources required and how are they available?
e) Whether the topic is within the resources (money and man power) position
of the researcher?
9) It should be completed with in the time limits permissible.
Research objective
Having selected and specified the research problem, the next step is toformulate the objectives
of research.Thus, research is a goal-orientedactivity. We have to identify the goal / goals to be achieved
and they must bespecified in order to give direction to the research study. Hence, formulation
ofresearch objectives is equally important. Once research objectives are stated,then the entire research
activity will be geared to achieving those objectives.
Principles of research objective:
1. It should be logically derived from the research objective.
2. It should be simple and specific.
3. It should be stated in advance to the research process.
4. It should be stated clearly phrased in operational terms. i.e., it should clearly specify
What exactly researcher is going to do?
Where exactly he want to go?
What is the purpose of the study?
5. It should make the use of action verbs that are specific enough to be evaluated.
Benefits of having a research objective:
Brings focus into the study / concentrates the study
Avoids thae collection of data which are not essential for the study
Arranges the study into clearly defined segments.

Research hypothesis
To understand the meaning of a hypothesis, let us see some definitions:
A hypothesis is a tentative generalization, the validity of which remains to betested. In its most
elementary stage the hypothesis may be any guess, hunch,imaginative idea, which becomes the basis
for action or investigation.(G.A.Lundberg)
It is a proposition which can be put to test to determine validity. (Goode andHatt).
A hypothesis is a question put in such a way that an answer of some kindcan be forth coming (Rummel and Ballaine).
These definitions lead us to conclude that a hypothesis is a tentative solution orexplanation or a guess
or assumption or a proposition or a statement to theproblem facing the researcher, adopted on a
cursory observation of known andavailable data, as a basis of investigation, whose validity is to be
tested orverified.
Types of Hypothesis
Hypotheses can be classified in a variety of ways into different types or kinds.The following are some of
the types of hypotheses:
i) Explanatory Hypothesis: The purpose of this hypothesis is to explain a certainfact. All hypotheses
are in a way explanatory for a hypothesis is advanced onlywhen we try to explain the observed fact. A
large number of hypotheses areadvanced to explain the individual facts in life. A theft, a murder, an
accident areexamples.
ii) Descriptive Hypothesis: Sometimes a researcher comes across a complexphenomenon. He/ she
does not understand the relations among the observedfacts. But how to account for these facts? The
answer is a descriptivehypothesis. A hypothesis is descriptive when it is based upon the points of
resemblance of something. It describes the cause and effect relationship of aphenomenon e.g., the
current unemployment rate of a state exceeds 25% of thework force. Similarly, the consumers of local
made products constitute asignificant market segment.
iii) Analogical Hypothesis: When we formulate a hypothesis on the basis ofsimilarities (analogy), it is
called an analogical hypothesis e.g., families withhigher earnings invest more surplus income on long
term investments.
iv) Working hypothesis: Some times certain facts cannot be explained adequatelyby existing
hypotheses, and no new hypothesis comes up. Thus, the investigationis held up. In this situation, a
researcher formulates a hypothesis which enablesto continue investigation. Such a hypothesis, though
inadequate and formulatedfor the purpose of further investigation only, is called a working hypothesis. It
issimply accepted as a starting point in the process of investigation.
v) Null Hypothesis: It is an important concept that is used widely in the samplingtheory. It forms the
basis of many tests of significance. Under this type, thehypothesis is stated negatively. It is null
because it may be nullified, if theevidence of a random sample is unfavourable to the hypothesis. It is

ahypothesis being tested (H0). If the calculated value of the test is less than thepermissible value, Null
hypothesis is accepted, otherwise it is rejected. Therejection of a null hypothesis implies that the
difference could not have arisendue to chance or sampling fluctuations.
vi) Statistical Hypothesis: Statistical hypotheses are the statements derived froma sample. These are
quantitative in nature and are numerically measurable. Forexample, the market share of product X is
70%, the average life of a tube lightis 2000 hours etc.

Criteria for developing the Hypothesis

i)

A hypothesis should be empirically verifiable:

ii)

A hypothesis should be relevant: The purpose of formulating a hypothesis is always to explain

some facts. It must provide an answer to the problem which initiated the enquiry.

iii)

A hypothesis must have predictive and explanatory power: Explanatory power means that a
good hypothesis, over and above the facts it proposes to explain, must also explain some other
facts which are beyond its original scope.The wider the range, the greater is its explanatory
power.

iv)

A hypothesis must furnish a base for deductive inference on consequences: In the process of
investigation, we always pass from the known to the unknown.

v)

A hypothesis does not go against the traditionally established knowledge: As far as possible, a
new hypothesis should not go against any previously established law or knowledge. The new
hypothesis is expected to be consistent with the established knowledge.

vi) A hypothesis should be simple: A simple hypothesis is preferable to acomplex one.

vii)

A hypothesis must be clear, definite and certain: It is desirable that the hypothesis must be
simple and specific to the point.

viii)

A Hypothesis should be related to available techniques: If tools and techniques are not available
we cannot test the hypothesis. Therefore, the hypothesis should be formulated only after due
thought is given to the methods and techniques that can be used to measure the concepts and
variables related to the hypothesis.

Testing of Hypothesis
When the hypothesis has been framed in the research study, it must be verifiedas true or false. Verifiability is
one of the important conditions of a goodhypothesis. Verification of hypothesis means testing of the truth of
thehypothesis in the light of facts. If the hypothesis agrees with the facts, it is saidto be true and may be
accepted as the explanation of the facts. But if it doesnot agree it is said to be false. Such a false hypothesis is
either totally rejectedor modified. Verification is of two types viz., Direct verification and Indirect verification.
Direct verification may be either by observation or by experiments. When directobservation shows
that the supposed cause exists where it was thoughtto exist, we have a direct verification. When a hypothesis
is verified by anexperiment in a laboratory it is called direct verification by experiment. Whenthe hypothesis is
not amenable for direct verification, we have to depend onindirect verification.

Indirect verification is a process in which certain possibleconsequences are deduced from the
hypothesis and they are then verifieddirectly. Two steps are involved in indirect verification. (i)
Deductivedevelopment of hypothesis: By deductive development certain consequences arepredicted and (ii)
finding whether the predicted consequences follow. If thepredicted consequences come true, the hypothesis is
said to be indirectlyverified. Verification may be done directly or indirectly or through logicalmethods.
Testing of a hypothesis is done by using statistical methods. Testing is used toaccept or reject an
assumption or hypothesis about a random variable using asample from the distribution. The assumption is the
null hypothesis (H0), and itis tested against some alternative hypothesis (H1). Statistical tests of hypothesisare
applied to sample data. The procedure involved in testing a hypothesis is
A) select a sample and collect the data.
B) convert the variables or attributesinto statistical form such as mean, proportion.
C) formulate hypotheses.
D) select an appropriate test for the data such as t-test, Z-test.
E) performcomputations.
F) finally draw the inference of accepting or rejecting the nullhypothesis.
Uses of Hypothesis
If a clear scientific hypothesis has been formulated, half of the research workis already done. The
advantages/utility of having a hypothesis are summarizedhere underneath:
i) It is a starting point for many a research work.
ii) It helps in deciding the direction in which to proceed.
iii) It helps in selecting and collecting pertinent facts.
iv) It is an aid to explanation.
v) It helps in drawing specific conclusions.
vi) It helps in testing theories.
vii) It works as a basis for future knowledge
Research design
Research design is also known by different names such as research outline,plan, blue print.
Definition:
A research design is the arrangement of condition for collection and analysis of data in a manner that
aims to accomplish the research objective with economy in procedure.
Overall research design can be split down into following parts.
a. Sampling design: deals with the methods of selecting items to be observed for the given study.
b. Observation design: relates to the condition under which the observation are to be made.

c. Statistical design: concern with the question of how many items are to be observed and how the data
gathered will be analysed.
d. Operational design: deals with the techniques by which the procedures specified in sampling,
statistical and observational design can be carried out.
Functions of Research Design
Regardless of the type of research design selected by the investigator, all plansperform one or more functions
outlined below.
i) It provides the researcher with a blue print for studying research questions.
ii) It dictates boundaries of research activity and enables the investigator tochannel his energies in a specific
direction.
iii) It enables the investigator to anticipate potential problems in the implementationof the study.
iv) The common function of designs is to assist the investigator in providinganswers to various kinds of
research questions.
STEPS IN PLANNING THE RESEARCH DESIGN:
There are four broad steps involved in planning the research design as explained below:
(1) Determining work involved in the project:
The first step in planning research design is determining the work involved in the project- and designing a
workable plan to carry out the research work within specific time limit.
The work involved includes the following:
(a) To formulate the problem
(b) To determine information requirement
(c) To identify information sources
(d) To prepare detailed plan for the execution of research project.
This preliminary step indicates the nature and volume of work involved in the researchwork.
(2) Estimating costs involved:
The second step in planning research design is estimating the costs involved in the research project. The
researcher has to estimate the expenditure required for the execution of the project.
(3) Preparing time schedule:
Time factor is important in the execution of the research project. Planning of time schedule is essential at the
initial stage. Time calculation relates to the preparation of questionnaire and its pre-testing, training of
interviewers, actual survey work, tabulation and analysis of data and finally reports writing.
(4) Verifying results:
Research findings need to be dependable to the sponsoring organisation.

TYPES OF RESEARCH DESIGNS

1. Exploratory Research:
A research study may be either exploratory or full scale. Exploratory research is conducted when the
researcher does not know how and why certain phenomenon occurs. Here, the hypothetical solutions or
actions are explored and evaluated by the decision-maker, e.g. evaluation of quality of service of a
bank/hotel/airline. Here, the quality cannot be accessed directly as tangible features are not available.
The purpose of exploratory research is to know the unknown. Exploratory research determines fruitful
alternatives that the executive would not have perceived. Exploratory Research is used:

To define the problem more precisely

To identify relevant courses of action i.e. find the most likely alternatives, which are
then turned into hypotheses.
Isolate key variables and relationships for further examinations.
Gain insights for developing an approach to a problem.
Establish priorities for further research.

2. Conclusive Research Design

Conclusive Research Design is typically more formal and structured than exploratory research. It is
based on large representative samples, and the data obtained are subjected to quantitative analysis.
Conclusive Research is designed to assist the decision maker in determining, evaluating and selecting the best
course of action to take in a given situation. Conclusive research designs may be either descriptive or causal
and descriptive designs may be either cross-sectional or longitudinal.
(A) Descriptive Research:
Descriptive research is undertaken when the researcher desires to know the characteristics of certain
groups such as age, sex, occupation, income or education. Descriptive studies are well structured. It tends to
be rigid and its approach cannot bechanged often and again. In descriptive studies, the researcher has to give
adequatethought to framing research questions and deciding the data to be collected and theprocedure to be
used for this purpose.
Uses of Descriptive Research:
Descriptive research is conducted for the following reasons

To describe the characteristics of relevant groups, such as consumers, salespeople, or organizations,

or market areas. For e.g. we could develop a profile of the "heavy users" (frequent shoppers) of
prestigious department stores such as Shoppers Stop.

To estimate the percentage of units in a specified population exhibiting a certain behavior e.g. the
percentage of heavy users of prestigious department stores who also patronize discount department
stores.

To determine the " perceptions of product characteristics. For e.g. how do households
perceive the various department stores in terms of salient factors of the choice criteria?

To determine the degree to which variables are associated. For e.g.: to what
extent is shopping at department stores related to eating out?

To make specific predictions. For e.g. what will be retail sales of Shoppers stop (specific store) for
fashion clothing (specific product category) in the Mumbai area (specific region)?

To collect demographic information of consumers/users of a product under study.

For finding out views and attitudes of customers, e.g. how many customers prefer branded goods or ISI
marked goods.

Make predictions about future trends, consumer needs or expectations or possible sales after n years.

Descriptive research can be divided into the following two categories:

(a) Cross-sectional studies
Cross-sectional study is a study involving a sample of elements from the population of interest at a single point
of time. It is a study concerned with a sample of elements from a given population. Cross sectional studies
include field studies and surveys.
(b) Longitudinal studies
Longitudinal studies are based on panel methods and panel data. A panel is a sample of respondents who are
interviewed not only once but thereafter from time to time. Here data to be collected relate to same variables
but the measurements are taken repeatedly
Panel data are suitable when the researcher undertake detailed analysis. Similarly, panel data are
more comprehensive as compared to data collected from individual families. Finally, panel data collected is
more accurate as compared to data collected through survey. These advantages of panel data improve the
quality of research findings and conclusions.
(B) Casual Research:
Casual research design is the third type of research design. As the name indicates, casual design
investigates the cause and effect relationship between two or more variables. This design measures the extent
of relationship between the variables. Casual research designs attempt to specify the nature of functional
relationship between two or more variables. Casual research is useful to show the impact of one variable on
the other. The casual research design is based on reasoning. The designs for casual research can be divided
into three categories:
(a) Historical
(b) Survey
(c) Experimental.
IMPORTANCE / UTILITY OF RESEARCH DESIGN
Research design is important as it prepares proper framework within which the research work/activity
will be actually carried out Research design acts as a blue print for the conduct of the whole research project. It
introduces efficiency in investigation and generates confidence in the final outcome of the study. Research
design gives proper direction and time-table to research activity. It keeps adequate check on the research work
and ensures its completion within certain time limit. It keeps the whole research project on the right track.
Research design avoids possible errors as regards research problem, informationrequirement and so
on. It gives practical orientation to the whole research work andmakes it relevant to the problems faced by the

sponsoring organisation.Finally, it makes the whole research process compact and result-oriented. A
researcher should not go ahead with his research project unless the research design is planned properly.