overview of research final by prof. sameer phanse

7/29/2019 Overview of Research Final by Prof. Sameer Phanse

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05:04:18 AMSameer Phanse Marketing &Political Consultant

Sameer PhanseMarketing & Political Consultant

CIMR /CRKIMR

Summer

PlacementResearch

An Overview for Research

Guides

05:04:18 AM 11Sameer Phanse Marketing &Political Consultant


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This presentation is at the request of the CEO,Mrs. Madhumita Patil

The aim is

To provide the research guides with a quickoverview of Research from the point of view of

the Summer Research ProjectThe hope is that our students will

Learn better at the Summers

Add genuine value and stand out from othertrainees

Create a good impression of self and theInstitute with the Sponsor

The material for this presentation has been05:04:18 AM 22Sameer Phanse Marketing &Political Consultant

Genesis of Presentation


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Success at Summer Research

Some Success Factors


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Research: Relevance &Believability


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55

Research

Identify

Problem orOpportunity

AnalyzeProblem orOpportunity

EvaluateAlternative

Actions

ListAlternativeActions

Selectan

Action


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66

Problem to Research Design

ManagementProblem

orOpportunity

DecisionAlternatives

DecisionCriteria

ResearchPurposeResearch Objectives(Questions)& Hypotheses

ResearchDesign

ManagementAnalysesManagementResearch


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77

When to Research?Assessing Research Feasibility

YES

CRITICAL

DECISION?

DATAACCESSIBL

E?Internallyavailable?Externally

Accessible?

YES

TIMEAVAILABLE?

YES

MRECONOMOCAL

?For

Implement

ation?

YES

STA

RT

NO

R

NO

R

NO

R

NO

R

R


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Research Ethics

The Sponsors Ethics

Purpose of Research

Dishonesty in Supplier Dealings

Misuse of information

The Researchers / Suppliers Ethics(Student/Institute)

Violating Sponsors confidentiality

Improper research Execution


Ethics in Marketing Research


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The Respondents Ethics & Rights

Respondents Ethics

The abuse of respondents

Violation of their rights

Selling in the guise of research is a transgression ofresearch as well as selling ethics

Society is becoming more aware & empowered

Guides must make Chetana students aware of thesevalues and respondent s rights

These issues have been discussed in RM classes


Ethics in Marketing Research


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05:04:18 AMSameer Phanse Marketing &Political ConsultantSameer Phanse Marketing &

1010

ypo ogy o esearc

Research

TypesApplicati

onInquiryMode

Experimental

PureResearch

ExploratoryResearch

Qualitative

Objectives

Methods

HistoricalResearch

Analytical

Study

SurveyResearch

AppliedResearch

DescriptiveResearch

CorrelationalResearch

ExplanatoryResearch

Quantitative


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Basic Research Types

Descriptive ResearchTo describe what is prevalent regarding

A situation

A phenomenon

Examples & Exercises

Demographic Profile of the customers ofJet Lite

Attitudes of young mothers towards Baby Food

Advertisements

Consumers likes & dislikes about Dominos Homedelivery service

One of the easiest research types, where the

analysis may involve only averages and05:04:18 AM 1111Sameer Phanse Marketing & PoliticalConsultant



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Correlational Research

To establish whether there isA relationship

An Association

An interdependence


Impact on Sales of a new Advertising Program

Impact of blogging on the of word of mouth

endorsements for the latestApple iPodEstablishing a relation between Working from home

option and the productivity of IT personnel at TCS

Impact of declaration of certain Union Budget clauses

on the movement of the BSE index05:04:18 AM 1212Sameer Phanse Marketing & Political

Consultant


i h


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Explanatory or Causal Research

To establish Why

A relationship

To explain Why

A particular phenomenon occurs


Why the Sales forAxe has picked up after the launchof a new Commercial on Imagine channels Emotional

Atyachar?

Why only a certain segment of the MIG has acceptedbuying frozen fish at Star Market(A DepartmentalStore)?

Why do certain people have a negative attitude toward

Elections & Voting ?05:04:18 AM 1313Sameer Phanse Marketing & Political

Consultant



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05:04:18 AMSameer Phanse Marketing &Political Consultant05:04:18 AM

14Sameer Phanse Marketing &Political Consultant

The Research ProcessResearchProblem

Formulation

ResearchDesignBuilding

Construction of

DataCollectionInstrument

Selecting aSample

ResearchReporting

DataProcessing

DataCollection

Writing aResearchProposal

ResearchConceptualizati

on

Research

Plannin

g

Research

Deliver

y

Research

Executio

n

Research

Marketi

ng

What toResearch

Doing the Research

Planning of How to Research

Reporting theResearch

Communicating What &

How Research will bedone


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05:04:18 AMSameer Phanse Marketing &Political Consultant05:04:18 AM


Research Process

ResearchProblem

Formulation

ResearchDesignBuilding

Construction of

DataCollectionInstrument

Selecting aSample

ResearchReporting

DataProcessing

DataCollection

Writing aResearchProposal

ResearchConceptualizati

on

Research

Plannin

g

Research

Deliver

y

Research

Executio

n

Research

Marketi

ng

What toResearch

Doing the Research

Planning of How to Research

Reporting theResearch

Communicating What &

How Research will bedone


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Research Problem Formulation

This is the most critical step in the ResearchProcess on which depends every subsequentstep

Sufficient & concentrated attention & time must

be spared for this step

Factors to consider when finalizing a ResearchProblem will include

Sponsors Purpose (Ask What if questions)Resources at hand

Skill & Knowledge Availability

Subject

Research05:04:19 AM


esearc ro emFormulation


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Major components of the Sub-Process

Review of available LiteratureIdentification of variables (N, O, I, R )

Development Hypotheses

Do not reinvent the wheel, do extensive literary

search

Realize that the Hypotheses has seriousimplications for the research scope:

Decide your sample memberse.g. H: The youth of Mumbai visit malls more

frequently than those of New Delhi:You need youth samples from Mumbai as well as NewDelhi in your sample!

Types of questions in your Questionnaire05:04:19 AM


esearc ro emFormulation


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Research Design

A blueprint of research action that logicallyconnects the particular Research methods tothe

Research Purpose , Objectives

Desired outcomes

The specific Organizational / Community context ofthe research

A bridge between the conceptual level ofobjectives and the concrete dimension ofimplementation

Objectives / Sub-Objectives must be logically

connected with the Hypotheses05:04:19 AM


Research Design

D t C ll ti I t t


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Constructing the Data Collection Instrument

Any device or system used for collecting therequired data is called as a Data CollectionInstrument

Also called a Research Tool

Examples

Questionnaire

Interview Guide

Observation Form

Pre-Testing of the tool is usually advisable andmust be carried out in a real world environment

In the case of Secondary information, you would

have a specially designed form or framework to05:04:19 AM


Data Collection Instrument


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Selecting the Sample

The accuracy of the end result depends to agreat degree on the appropriate selection ofthe sample

Sample selection is guided by Sampling Theory

Sampling Theory involves two fundamental aspects

Selection of an unbiased Sample

Delivering maximum accuracy for a defined quantumof Resources

There are three basic Sampling Designs

Probability or Random Sampling Designs

Non-Probability or Non-Random Sampling Designs

In case you cannot, for some reason, go in for a05:04:19 AM


Sample Selection


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Significance of the Sampling Design

Decides your ability to project Sample data ontothe Population

Dictates the choice of Statistical tests that can beemployed

In real life, from my own experience, purerandom samples are extremely difficulteven ifyou have a big fat budget

To mitigate the effect of a non-probability

samples,Use Non-parametric tests such as Chi-square, but

Keep your questionnaire accordingly designed topick frequencies/percentages

For a summer project that should usually be good05:04:19 AM


Sample Selection


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Writing the Research Proposal

The Research Proposal is a document meant for

The Research Sponsor (Summer Corporate)

The Research Approving / Supervising authority(Research Guide)

The Research Evaluation entity (Viva Jury)

The aim of the Research Proposal is to formallycommunicate in a written form

The Research Plan and

The Research Design

Broadly the Research Proposal must spell out

Whatis proposed to be done05:04:19 AM


Marketing the Research


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Typical Contents of the Research Proposal

Objectives of the Research

Hypotheses if any

The Study Design

The Setting of your Study (Corporate /Community/ Mall etc.)

The Research Instrument(s) you propose todeploy

Sample Size & Sampling Design information

Data Analyses procedures anticipated

An overview of the planned Chapter Scheme

05:04:19 AM


Marketing the Research


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Data Collection

This is the commencement of the external, real-world Research activities

This is the stage you actually pick up the data

Examples

Interview a respondent

Go armed with Questionnaires onto the field

Make Observations

Run a Focus Group Discussion

Ethical aspects may especially be need to betackled during this stage of the ResearchProcess

Alwa s test the uestionnaire usin a ilot05:04:19 AM24Sameer Phanse Marketing &

Political Consultant

Data Collection


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Data Processing

The Analyses of data is the penultimate step inthe Research process

Its very important to visualize & planbeforehand the

Type &

Level of analyses that the collected data will besubjected to, since certain analyses and statisticalprocedures demand the input of certain specific

types of variables & data

The type of Analyses you will employ dependsupon

The rigor of analysis desired

The t e of data collected05:04:19 AM


Data Processing

Delivering the Research


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Research Reporting

Communicating & Delivering the ResearchThis is the last stage of the Research Process

The Goals of Research Reporting are to inform theinterested community

What was done

What has been learnt

What conclusions have been drawn from the findings

The clearer one is about the Research, the easier it isto write the Research Report

Oral reports are usually made along with thesubmission of the written report

Oral reports have their merits as well as demerits05:04:19 AM


Delivering the Research


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05:04:19 AMSameer Phanse Marketing &Political Consultant 05:04:19 AMSameer Phanse Marketing &Political Consultant 2727

Thank You!End of Session

overview of research final by prof. sameer phanse

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