Unit 16

RESEARCH METHODS FOR

STRATEGIC MANAGERS
Prepared by: Dr. R. K. Jaiswal
Asso. Professor

RESEARCH
Research means a detailed study of a
subject, especially in order to
discover (new) information or reach a
(new) understanding.

RESEARCH
Research can be defined as the
search for knowledge, or as any
systematic investigation, with an
open mind, to establish novel facts,
usually using a scientific method.

RESEARCH
Research is an original contribution
to the existing stock of knowledge
making for its advancement. It is the
search of truth with the help of study,
observation,
comparison
and
experiment.

DEFINITIONS OF RESEARCH
1) By Martyn Shuttleworth - "In the broadest
sense of the word, the definition of
research includes any gathering of data,
information and facts for the advancement
of knowledge."
2) By Creswell - "Research is a process of
steps used to collect and analyze
information to increase our understanding
of a topic or issue".

TYPES OF RESEARCH
1. DESCRIPTIVE VS. ANALYTICAL
Descriptive Research

Also known as statistical research.

Describes data and characteristics about the population or
phenomenon being studied.
Does not answer questions about e.g.: How/when/why the
characteristics occurred.
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.
Although, the data description is factual, accurate and
systematic, the research cannot describe what caused a
situation.
For example, frequency of shopping, preferences of people.

TYPES OF RESEARCH
1. DESCRIPTIVE VS. ANALYTICAL
Analytical Research

The researcher has to use facts or information already available,

and analyze these to make a critical evaluation of the material so
as to find the answers of questions, such as how/when/why.

The aim of this research is to improve practice in the future.

TYPES OF RESEARCH
2. APPLIED VS. FUNDAMENTAL
Applied Research

Research can either be applied (or action) research or

fundamental (basic or pure) research.
Applied research aims at finding a solution for an immediate
problem facing a society or an industrial/business organization.
The central aim of applied research is to discover a solution for
some pressing practical problems.

Fundamental Research
Mainly concerned with generalisations and with the formulation
of a theory.
Gathering knowledge for knowledges sake is termed pure or
basic research.
Basic research is directed towards finding information that has
a broad base of applications and thus, adds to the already
existing organized body of scientific knowledge.

TYPES OF RESEARCH
3. QUANTITATIVE VS. QUALITATIVE
Quantitative Research

Tends to focus on measurement and proof.

Based on the premise that something is meaningful only if it can
be observed and counted.
Key characteristics are numerical data that permits a range of
statistical analysis.
May be experimental, descriptive, correlation and causal
comparison.

Qualitative Research

Aims to gather an in-depth understanding of human behavior

and the reasons that govern such behavior.
The method investigates the why and how of decision
making, not just what, where, when.

TYPES OF RESEARCH
4. CONCEPTUAL VS. EMPIRICAL
Conceptual Research
Related to an idea or theory.
Generally used by philosophers and thinkers to develop new
concepts or to reinterpret existing ones.
Focuses on developing a theory to explain specific
phenomena or behaviours.
Empirical Research

Tests the predictions of conceptual research by focusing on

real people and real situations. Then concepts or theories
may need to be adjusted to explain empirical findings.
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.

TYPES OF RESEARCH
5. Some Other Types of Research
All other types of research are variations of one or more of
the above stated approaches, based on either the
purpose of research, or the time required to accomplish
research, on the environment in which research is done,
or on the basis of some other similar factor.
We have different types of research they are:
1. Exploratory or Formulative research studies
2. Experimental research studies
3. Diagnostic research studies
4. Hypothesis testing research studies
5. Correlational research studies
6. Comparative research studies
7. Longitudinal research study
8. Simulation research study

TYPES OF RESEARCH
5. Some Other Types of Research

1. Exploratory or Formulative research studies:

To gain familiarity with a phenomenon or to achieve new insights
into.
2. Experimental research studies:
To carry out the study under controlled conditions.
3. Diagnostic research studies:
To determine the frequency with which something occurs or with
which it is associated with something else.
4. Hypothesis testing research studies:
To test a hypothesis of a casual relationship between variables.

TYPES OF RESEARCH
5. Some Other Types of Research

5. Correlational research studies:

To discover relationships between two variables, e.g. relation
between size of pack and consumption rate.
6. Comparative research studies:
Researcher attempts to study the comparison of institutions,
organization and practices.
7. Longitudinal research study:
To study the problem over a long period of time.
8. Simulation research study:
To conduct study in an artificial environment which is very
similar to real environment.

RESEARCH PROCESS
Step -1 Formulating/Identifying the Research Problem
Step -2 Extensive Literature Survey
Step -3 Specifying the Purpose of Research
Step -4 Developing the Hypothesis
Step -5 preparing the Research Design
Step -6 Data Collection
Step -7 Data Analysis
Step -8 Hypothesis Testing
Step -9 Generalisation and Interpretation
Step -10 Preparation of the Report or Presentation of
Results

STEP - 1 FORMULATING/IDENTIFYING
THE RESEARCH PROBLEM

First and most crucial step in the research process.

Main function is to decide what you want to find out
about.

Sources of research problems:

People-

a group of individuals.

Problems-

examine the existence of certain issues or

problems relating to their lives; to ascertain attitude of a

group of people towards an issue.
Programmes-

to evaluate the effectiveness of an intervention.

Phenomena- to establish the existence of regularity.

Considerations in selecting a
research problem
1. Interest
2. Magnitude
3. Level of expertise
4. Relevance
5. Availability of data
6. Ethical issues

STEPS IN FORMULATION OF A RESEARCH

PROBLEM
Step-1 Identify a broad field or subject area of
interest to you.
Step-2 Dissect/ Divide the broad area into sub
areas.
Step-3 Select what is of most interest to you.
Step-4 Raise research questions.
Step-5 Formulate objectives.
Step-6 Assess your objectives.
Step-7 Double check.

STEP - 2 EXTENSIVE LITERATURE REVIEW

a. Bring clarity and focus to your research problem;
b. Improve your methodology;
c. Broaden your knowledge;
d. Contextualise your findings.

STEP - 3 SPECIFYING THE RESEARCH

OBJECTIVES

Objectives are the goals you set out to attain in

study.
They inform a reader what the researcher want
to attain through the study.
Objectives should be listed under two headings:
a) Main objectives (aims)
b) Sub-objectives

STEP - 4 DEVELOPING THE HYPOTHESIS

a hypotheses is a hunch, assumption,

suspicion, assertion or an idea about a
phenomenon, relationship or situation, the
reality or truth of which you do not know.
The functions of hypotheses:
Provides a study with focus.
Tells you what data to collect and what
not to collect.
Enhances objectivity in a study.

STEP - 5 PREPARING THE RESEARCH DESIGN

The conceptual structure within which research would be

conducted.
The function of research design is to provide for the collection
of relevant information with minimal expenditure of effort, time
and money.

The preparation of research design involves the consideration of

the following:
1. Objectives of the research study.
2. Nature of Study
3. Source of Data
4. Sample Design
5. Tool and Technique of Data collection
6. Data Analysis Tools

STEP - 6 DATA COLLECTION

It is to collect the data from which you will draw
inferences and conclusions for your study.
Data can be collected by any one or more of the
following ways:
I.

By observation

II. Through personal interview

III. Through telephone interviews
IV. By mailing of questionnaires
V. Through schedules

STEP - 7 DATA ANALYSIS

Requires a number of closely related operations such as
establishment of categories, the application of these categories
to raw data through edidtng, coding, tabulation and then
drawing statistical inferences.

Editing:

Improves the quality of the data for coding.

Researcher classify the raw data into some purposeful and
usable categories.
Coding: Categories of data are transformed into symbols that
may be tabulated and counted.
Tabulation: The classified data are put in the form of tables.
The mechanical devices such as computer can be used.

After tabulation, analysis work is done that is generally based on

the computation of various percentages, coefficients, etc., by
applying various well defined statistical formulae.
In the process of analysis, inferences related to study are drawn.

STEP - 8 HYPOTHESIS TESTING

To test the hypotheses, if any.
Do the facts support the hypotheses or they happen
to be contrary? Various tests, such as Chi square
test,

t-test,

F-test,

have

been

developed

by

statisticians for the purpose.

The hypotheses may be tested through the use of

one or more of such tests, depending upon the
nature and object of research inquiry. Hypothesistesting will result in either accepting the hypothesis
or in rejecting it.

STEP - 9 GENERALISATION AND INTERPRETATION

If a hypothesis is tested and upheld several times, it may

be 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 no hypothesis to start with, he might

seek to explain his findings on the basis of some theory. It
is known as interpretation.

The process of interpretation may quite often trigger-off

new questions which in turn may lead to further
researches.

STEP - 10 PREPARATION OF THE REPORT OR

PRESENTATION OF RESULTS
Finally, the researcher has to prepare the report of
what has been done by him. The layout of the report
should be as follows:
(i) Preliminary pages
(ii) Main text
(iii) End matter
.

 PRELIMINARY PAGES : In it, report should carry title,

date, acknowledgements and foreword. Then there
should be a table of contents followed by a list of
tables, graphs and charts, if any, given in the report.
MAIN TEXT : IN THIS PART, the report should have the
following parts:
(a) Introduction
(b) Summary of findings
(c) Main report
(d) Conclusion
END MATTER : As the word suggests itself, is written at
the end of the report. It should contain bibliography,
i.e., list of books, journals, reports consulted, and
appendices etc.

SAMPLE AND SAMPLING

A Sample is a part of the total population.
It can be an individual element or a group of elements
selected from the population.
It is a subset and representative of the population.
Sampling is the act, process, or technique of selecting a
representative part of a population for the purpose of
determining the characteristics of the whole population.
In other words, the process of selecting a sample
population using special sampling techniques called
sampling.

DATA COLLECTION
The task of data collection begins after a research
problem has been defined and research design
chalked out.
There are two types of data1) Primary Data, and
2) Secondary Data

DATA COLLECTION
(1) SECONDARY DATA
Secondary data are those data which have already been
collected by someone else for some other purpose. These
have already been gone through the statistical process.
ADVANTAGE
Less costly as data is already available.
Faster to collect and process.
Provides valuable insights and contextual familiarity
with the subject matter.
Provides a base on which further information can be
collected.

DATA COLLECTION
Sources and Types of Secondary Data

(1) SECONDARY DATA

The secondary data is of two types:
1. Internal Data: Internal data is the data which is
available internally within the organization
conducting the research. The main advantage of
this data is that it is easily available and high
degree of accuracy and relevance is there. E.g.
Sales data - preferably by type of customer,
payment method, product line, time period,
geographic location;
Customer Feedback Forms;

(1) SECONDARY DATA

2. External Data: External data is the secondary
data that is available from outside the
organization for which the research is being
conducted. It can be classified as:
(a) Published Data: These are the most popular
of all the sources of external data. Different
sources of published data are:
Numeric Databases, including census data,
values databases consumer data;
Bibliographic Databases, Abstracts, Directories
and Indexes, including Standard Industrial
Classifications;
Government,
local,
state,
federal
and
international;
Academic research;

(1) SECONDARY DATA

(b) Computerised database: All the above types
of data are available in computerized database.
Computerised database may be available in
following ways:

(c) Syndicated Services: Syndicated data are

secondary data that is collect and sold by
research firms such as Centre for Monitoring
Indian Economy (CMIE)

(2) PRIMARY DATA

Primary data are those data which are collected
afresh and for the first time, and thus happen to be
original in character.
IMPORTANCE OF PRIMARY DATA:
Validity:Validity is the quality of a research that
makes it trustworthy and scientific. Validity is the
use of scientific methods in research to make it
logical and acceptable.
Authenticity:Authenticity is the genuineness of
the research. Primary data are more authentic as
give the facts to conduct research.
Reliability:Reliability is the certainty that the
research is enough true to be trusted on.

SOURCES OF PRIMARY DATA

Observations
Interview
Experiments
Survey

INTERVIEW METHOD
It involves presentation of oral-verbal stimuli and
reply in terms of oral-verbal responses.
This method can be used through personal
interviews and, if possible, through telephone
interviews.
Characteristics of Interview Method
a) Close contact or interaction including dialogue
between two or more persons.
b) Face to face contact or primary relationship
between the individuals.
d) Most suitable method of data collection for
business and economic problems.

INTERVIEW METHOD
(1) Personal interviews: Personal interview
method requires a person known as the
interviewer asking questions generally in a faceto-face contact to the other person or persons.
Merits
More information and in greater depth.
Interviewer by his own skill can overcome the
resistance.
Greater flexibility.
Observation method can as well be applied.
Personal information can as well be obtained
easily.

INTERVIEW METHOD
(1) Personal interviews
Merits
Samples can be controlled more effectively as
there arises no difficulty of the missing returns;
non-response generally remains very low.
The interviewer can usually control which person
will answer the questions.
The interviewer may catch the informant
unprepared and thus, may secure the most
spontaneous and true reactions.
The language of the interview can be adopted to
the ability of the person interviewed and thus
there is no chance of misinterpretations
concerning questions.

INTERVIEW METHOD
(2) Telephone interviews: This method of
collecting information consists in contacting
respondents on telephone itself. It is not a very
widely used method, but plays important part in
industrial surveys, particularly in developed
regions. The chief merits of such a system are:
Merits
More flexible in comparison to mailing method.
Faster than other methods.
Cheaper than personal interviewing method
Recall is easy; callbacks are simple and
economical.
There is a higher rate of response.

INTERVIEW METHOD
(2) Telephone interviews
Merits
Replies can be recorded without causing
embarrassment to respondents.
Interviewer can explain requirements more
easily.
At times, access can be gained to respondents
who otherwise cannot be contacted for one
reason or the other.
No field staff is required.
Representative and wider distribution of sample
is possible.

QUESTIONNAIRE
The most commonly used method in survey.
Questionnaire is a list of questions for which the
respondents give answers.
We can administer questionnaires by mail,
telephone, using face-to-face interviews, as
handouts, or electronically (i.e., by e-mail or
through Web-based questionnaires).

Characteristics of a Good Questionnaire

Right length.
Neatly typed and presented on a good quality paper.
Questions as simple as possible.
Clear worded questions. Unambiguous worded
questions should be avoided.
The sequence of questions logical.
Objective questions. Leading questions should be
avoided.
The questions generally move from simple to
difficult level or general to specific.

Characteristics of a Good Questionnaire

Attract the attention and generate interest
The reliability of the questionnaire and validity of the
questions asked should be maintained.
Sufficient scope should be given for the informant to
express all the relevant facts, thoughts and
information.
It should avoid asking double meaning worded
questions or two questions in one item: Keep
questions short and concise.
Annoying and embarrassing questions should be
avoided.

TYPES OF QUESTIONS IN QUESTIONNAIRE DESIGN

There are two types of questions in questionnaire.
(1) Open-ended, and
(2) Closed-ended

(1) OPEN-ENDED QUESTIONS

These questions give the respondents freedom to express
their opinions in their own manner.
These questions dont have predetermined set of
responses and the respondent is free to answer whatever
he/she feels right. By including open format questions in
questionnaire, researcher can get true, insightful and
even unexpected suggestions.
An ideal questionnaire would include an open-ended
question at the end of the questionnaire that seeks
feedback and suggestions for improvements from
respondents.
E.g. Give your opinion about the quality of Hindustan

TYPES OF QUESTIONS IN QUESTIONNAIRE DESIGN

(2) CLOSED-ENDED QUESTIONS
Multiple choice questions, where respondents are
restricted to choose among any of the given
multiple choice answers.
No fixed limit as to how many multiple choices
should be given.
One of the main advantages of including closedended questions in questionnaire design is the ease
at performing preliminary analysis.

TYPES OF CLOSED-ENDED QUESTIONS FOR

QUESTIONNAIRE DESIGN
i. Leading Questions: Questions that force the respondent
for a particular type of answer are known as leading
questions. In a leading question, all the answers would be
equally likely. An example of a leading question would be a
question with choices such as, fair, good, great, poor, superb,
excellent etc.
E.g. How would you rate the product of Hindustan Unilever?
(1) Fair
(2) Good
(3) Excellent
(4) Superb
ii. Likert Questions: Likert questions can help you ascertain
how strongly your respondents agree to a particular
statement. Such type of questions also help you assess
how your customers feel towards a certain issue, product
or service.
E.g. Hindustan Unilevers Product Have to improve on quality?
(1) Strongly Agree (2) Agree (3) Neither Agree nor Disagree
(4) Disagree (5) Strongly Disagree

TYPES OF CLOSED-ENDED QUESTIONS FOR

QUESTIONNAIRE DESIGN
iii. Dichotomous Questions: These are simple questions
that ask respondents to answer in a yes or no. One major
drawback with dichotomous questions is that it cannot
analyze the answers between yes and no, there is no scope
for a middle perspective.
E.g. Do you like the products of Hindustan Unilever?
(1) Yes
(2) No
iv. Bipolar Questions: Bipolar questions are the ones having
two extreme answers written at the opposite ends of the
scale. The respondents are asked to mark their responses
between those two.
E.g. How would you describe the Products of Hindustan
Unilever?
Efficient .. .. .. .. .. .. .. .. .. .. .. Inefficient
Fast .. .. .. .. .. .. .. .. .. .. .. .. Slow
Reliable .. .. .. .. .. .. .. .. .. .. .. Unreliable

TYPES OF CLOSED-ENDED QUESTIONS FOR

QUESTIONNAIRE DESIGN
v. Rating Scale Questions: In rating scale questions, the
respondents are asked to rate a particular issue on a scale
that ranges between poor to good. Rating scale questions
usually have an even number of choices, so that respondents
are not given the choice of selecting a middle option.
E.g. How would you rate the products of Hindustan Unilever?
(1) Good (2)Fair
(3) Poor
(4) Very Poor
vi. Buying Propensity Questions: Buying propensity
questions try to assess the future intentions of customers
and determine respondents buying intention. These
questions ask respondents if they want to buy a particular
product, whether they would buy such a product in future.
E.g. If mobile phones had in-build auto voice recorder, would
you prefer to buy it?
(1) Definitely
(2) Probably (3) Probably Not (4) Not
Sure
(5) Definitely Not

TYPES OF CLOSED-ENDED QUESTIONS FOR

QUESTIONNAIRE DESIGN
vii. Checklist Questions: Checklist questions try to assess
responses of the respondents if they have more than one
choice. Respondents have to select all the alternatives that he
wants.
E.g. What features would you like to have in a mobile phone?
Big screen
Camera
Touch screen
Bluetooth
GPRS
Video Calling

QUESTIONS TO BE AVOIDED IN A QUESTIONNAIRE

1. Embarrassing Questions
Respondents might feel uncomfortable to answer such
questions and might refuse to answer your
questionnaire altogether.
2. Positive/ Negative Connotation Questions
While defining a question, strong negative or positive
overtones must be avoided. Ideal questions should
have neutral or soft overtones.
3. Hypothetical Questions
Hypothetical questions are based on assumption and
fantasy. These types of questions should be avoided in
questionnaires. Generally the data collected through
such questions are inconsistent and unclear. An
example of a hypothetical question would be "If you
were the CEO of an ABC organization what would be
the changes that you would bring?"

PRECAUTIONS IN THE CONSTRUCTION OF A

QUESTIONNAIRE
1. Simple, unambiguous and clear
2. Stimulating for the informants
3. Limited number of questions
4. Technical and special words
5. Hypothetical questions should not be asked

Difference Between Questionnaires and Schedules

SOME OTHER METHODS OF DATA COLLECTION

1. Warranty cards
2. Distributor or store audits
3. Pantry audits
4. Consumer panels
5. Use of mechanical devices
6. Projective techniques
7. Depth interviews
8. Content-analysis

THANK YOU.

54