1.2 research methods and research methodology

8/8/2019 1.2 Research Methods and Research Methodology

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Prof.Aradhya

Research methods are of the following groupsResearch methods are of the following groups

::

1) Methods for data collection1) Methods for data collection2) Methods for Statistical techniques2) Methods for Statistical techniques

3) Methods for evaluating accuracy of the results3) Methods for evaluating accuracy of the results



Prof.Aradhya

Research Methodology is a way toResearch Methodology is a way tosystematically solve the research problem.systematically solve the research problem.

It is a science of studying how research isIt is a science of studying how research isdone scientificallydone scientifically

Study of steps and logic behind themStudy of steps and logic behind them

Researcher should know both ResearchResearcher should know both Researchmethods and Research methodologymethods and Research methodology



Prof.AradhyaProf.Aradhya

Researcher should know how toResearcher should know how toapply testsapply tests

He should know application of mean,He should know application of mean,mode, standard deviation, chimode, standard deviation, chi--squaresquare

Methods and methodology differMethods and methodology differfrom problem to problemfrom problem to problem




Research methodology has manyResearch methodology has many

dimensions and research methodsdimensions and research methods

constitute a part of Research methodologyconstitute a part of Research methodology

Scope of Research methodology is wider Scope of Research methodology is wider

than that of research methodsthan that of research methods




Research and Scientific MethodResearch and Scientific Method

Scientific MethodScientific Method

Marketing is an interdependent discipline,Marketing is an interdependent discipline,depending upon Economics, Sociology ,depending upon Economics, Sociology ,Psychology, Statistics, etcPsychology, Statistics, etc

Marketing is a social science, which hasMarketing is a social science, which hasestablished principlesestablished principles

Social science research is more difficultSocial science research is more difficultthan natural science research as it isthan natural science research as it isrelated to social problemsrelated to social problems



Prof.Aradhya

Techniques of natural science are not adoptable inTechniques of natural science are not adoptable insocial sciencesocial science

In social science conclusions are tentative, basedIn social science conclusions are tentative, based

on less powerful measurementson less powerful measurements

Research in natural science is obscure and of lessResearch in natural science is obscure and of lessimmediate concern to the general publicimmediate concern to the general public

Research in social science and Marketing are of Research in social science and Marketing are of immediate concern for a common manimmediate concern for a common man



Prof.Aradhya

Research and Scientific method

Kerlinger : ³ Science is nothing but asystematic and controlled extension

of µcommon sense¶. Schwarts: ³ boy of knowledge about

the phenomena in a particular aspectof our environment and research tolls

available for obtaining accurate andreliable knowledge about thesephenomena´



Prof.Aradhya

Features of Science

1) Science establishes relationship betweencause and effect. Relationship between

reason and results helps in

understanding consequences of specificcauses

2) Facts are tested to reveal validity and

reliability

3) Explanation of facts creates new facts



Prof.Aradhya

It gives analytical explanation

It is systematic and methodological

Specialized analysis Clear and precise observation and

analysis

Verification




There are two functions of science:There are two functions of science:

1) to search and1) to search and

2)To discover new knowledge2)To discover new knowledge

The objective of science is to describe,The objective of science is to describe,explain and predict phenomenaexplain and predict phenomena

Science is defined as a process of Science is defined as a process of continuously accumulating and updatingcontinuously accumulating and updating

knowledge within a given area usingknowledge within a given area usingsystematic and controlled methods orsystematic and controlled methods ortechniquestechniques



Prof.Aradhya

There is no end to scientific investigation.There is no end to scientific investigation.When old theory breaks down, a new theoryWhen old theory breaks down, a new theoryemerges.emerges.

Bold ideas and advancement are responsibleBold ideas and advancement are responsiblefor progressfor progress

Scientific method minimizes uncertaintyScientific method minimizes uncertainty



Prof.Aradhya

Requisites of good Scientific analysisRequisites of good Scientific analysis

1)1) Careful logical analysis of problemCareful logical analysis of problem

2)2) Definition of terms and concepts, statisticalDefinition of terms and concepts, statistical

units so that others understand exactly andunits so that others understand exactly andable to repeat analysisable to repeat analysis

3)3) Collection of data pertinent to the problemCollection of data pertinent to the problem

4)4) Classification of dataClassification of data




5)Expression of variables in quantitative5)Expression of variables in quantitative

terms wherever possibleterms wherever possible6)Rigorous and exact experimental and6)Rigorous and exact experimental and

statistical procedure in summarizing datastatistical procedure in summarizing data

measuring relationshipmeasuring relationship

7) Logical reasoning for testing hypothesis7) Logical reasoning for testing hypothesis

and drawing generalizationsand drawing generalizations




8) Statement in unassailable terms of exact

conclusion arrived at from findings

9) Specific and clear statement of generalizations to facilitate checking and

testing by others

10) Complete elimination of personal

equation by others

11) Complete and careful reporting



Prof.Aradhya

Distinction between scientific and

Non ±scientific methodsScientific method

1) Objectivity of the

Investigator:

More objective as it attempts

to eliminates bias

Non-scientific method

More subjective as it bases

its judgment on perceived

notions, making results more

biased

2) Systematic Procedure

Systematic, with pre-designed steps

Haphazard manner




3)3) Accuracy of Accuracy of

Measurement:Measurement:Results in a scientific canResults in a scientific canbe measured morebe measured moreaccuratelyaccurately

Cannot be measuredCannot be measured

accurately as it is done inaccurately as it is done inunsystematic mannerunsystematic manner

4)4) Continuing andContinuing andExhaustive nature of Exhaustive nature of investigation:investigation:

Scientific methodScientific method

considers all the factsconsiders all the factsthat are pertinent to thethat are pertinent to theproblem at hand.problem at hand.

NonNon--scientific methodscientific methoddoes not consider all thedoes not consider all thefacts with regard tofacts with regard toproblems at hand. It isproblems at hand. It is

not continuous likenot continuous likescientific methodscientific method



Prof.Aradhya

SCIENTIFIC METHODSCIENTIFIC METHOD

5)5) Methods of analysis andMethods of analysis andInterpretationInterpretation

A number of statistical A number of statisticaltechniques are applied totechniques are applied toanalyze the dataanalyze the data

NONNON--SCI METHODSCI METHOD

Because of sporadic natureBecause of sporadic natureof data and its qualitativeof data and its qualitative

nature , the sophisticatednature , the sophisticatedstatistical tools may not bestatistical tools may not beapplicableapplicable



Prof.Aradhya

Difficulties in applying scientific methods inDifficulties in applying scientific methods in

MarketingMarketing

1)1) Subject matterSubject matter-- related to consumer behaviouralrelated to consumer behaviouralpattern and purchase decision is complexpattern and purchase decision is complex

2) Lack of precise measuring techniques / instruments2) Lack of precise measuring techniques / instruments

3)3) Consumer behaviour pattern changeConsumer behaviour pattern change ² ² when they when they realizerealize4) Difficult to use experimentation4) Difficult to use experimentation5) Marketing predictions are difficult due to changing 5) Marketing predictions are difficult due to changing

attitudesattitudes6) Lack of complete objectivity 6) Lack of complete objectivity

1.2 research methods and research methodology

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