BRM 1 Final Nadeem

8/12/2019 BRM 1 Final Nadeem

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Introduction to


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Course Objective

Enhance your

Understanding,

knowledge andskills enough to

Teach

Conduct a research project and

Publish


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Session objective

After attending this session the Scholars will be

able to understand and define

Context of research

What is researchWhy research

When research

How to research


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RESEARCH

WHAT IS


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Research is systematic and objectiveprocess of gathering, recording and

analyzing data in a scientific way for

making good decisions


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Value

Decreased certainty

Increased likelihoodof a correct decision

Improved business

performance and

resulting higher

profits

Costs

Research

expenditures

Delay of businessdecision and

possible disclosure

of information to

rivals

Possible erroneous

research results

Potential Value of Research Should

Exceed Estimated Costs


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Stages of the Research Process

Problem Discovery

and Definition

ResearchDesign

Sampling

Data

Gathering

Data Processingand Analysis

Conclusions and

Report

Discovery and

Definition

and so on


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Research Process

1. Identify Problem/Topic

2. Literature Review

3. Research Design

4. Data Collection

5. DataAnalysis/Interpretation

6. Report writing


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Develop the Research Plan

Data SourcesSecondary/Primary

Contact MethodsMail, Telephone,Online, In-Person

Research InstrumentsQuestionnaires,

Technological Devices

SamplingPlan

ResearchApproach


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Research Approaches

Observation

Focus Group

Survey

Experimentation (Cause

and effect)


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Focus group
http://localhost/var/www/apps/conversion/tmp/scratch_1/04_Wild_Planet.mov


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Research Instruments

Questionnaires

Technological Devices.


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Questionnaires

Closed-end Questions.

Open-end Questions.


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Questionnaire Dos and Donts

Ensure questions are freeof bias

Make questions simple

Make questions specific Avoid jargon

Avoid sophisticated words

Avoid ambiguous words

Avoid negatives

Avoid hypothetical

Avoid words that could be

misheard Use response bands

Use mutually exclusivecategories.


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Question TypesDichotomous

TypesDichotomous

In arranging this trip, did you contact

American Airlines?

Yes No


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Copyright 2009 Dorling

Kindersley (India) Pvt. Ltd.

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Question TypesMultiple Choice

TypesMultiple ChoiceWith whom are you traveling on this trip?

No one

SpouseSpouse and children

Children only

Business associates/friends/relatives

An organized tour group


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Question TypesLikert Scale e

Indicate your level of agreement with the

following statement: Small airlines generally give

better service than large ones.

Strongly disagree

Disagree

Neither agree nor disagree

Agree

Strongly agree


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Question TypesSemantic Differential

American Airlines

Large ....Small

Experienced..Inexperienced

Modern...Old-fashioned


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Importance ScalesImportance Scale

Airline food service is _____ to me.

Extremely important

Very important

Somewhat important

Not very important

Not at all important


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Question TypesRating Scale

American Airlines food service is _____.

Excellent

Very good

Good

Fair

Poor


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Question Types

Intention to Buy Scale

How likely are you to purchase tickets on

American Airlines if in-flight Internet access

were available?

Definitely buy

Probably buy

Not sure

Probably not buy

Definitely not buy


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Question TypesCompletely Unstructured

What is your opinion of American Airlines?


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Question Types

Sentence Completion

When I choose an airline, the most important

consideration in my decision is:

_____________________________________

__________________________________________________________________________

_____________________________________

_____________________________________

_______________________________________________________.


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Question TypesStory Completion

I flew American a few days ago. I noticed that

the exterior and interior of the plane had very

bright colors. This aroused in me the following

thoughts and feelings. Now complete the story._______________________________________

_______________________________________

_______________________________________

______________________________________________________________________________

_______________________________________


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Copyright 2009 Dorling Kindersley

(India) Pvt. Ltd.

-

Question TypesPicture

(Empty Balloons)


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Sampling Plan

Sampling unit: Who is to be surveyed?

Sample size: How many people should be surveyed?

Sampling procedure: How should the respondentsbe chosen?


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Types of Samples

Probability Samples

Simple random

Systematic

Stratified random

Cluster

Non-probabilitySamples

Convenience

Judgment Quota


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Contact Methods

Mail Questionnaire

TelephoneInterview

Personal

Interview

OnlineInterview


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Step#3: Collect the Information

Problems:

Availability of respondents.

Cooperation of respondents.

Biased Opinions by respondents.Researcher Can be biased.


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Step#4: Analyze the Information

Apply statistical tools to analyze the

information.


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Step#5: Present the Findings

Charts


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Characteristics of Good Marketing Research

Scientific Method (Careful observation, Hypothesis,Prediction and Testing)

Multiple Methods(More methods to be confident)

Research Creativity (Innovative ways to solveproblem)


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Overcoming Barriers to Use of MarketinResearch

A narrow conception of the research.Expectation to do research by researcher without providing

proper definition of problem.

Uneven caliber of researcher.

Less competent marketing researcher.

Poor framing of the problem.Research problem identification.

Late and occasionally erroneous findings.

Proper time and money is needed to conduct research to haveaccurate results.


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Any Threat or opportunity that needs to be addressed through

research process of data collection and analysis is called

Research Problem

Examples

1. Human Resource manager wants to develop HR policies

regarding employees turnover in order to reduce it.

2. Marketing manager wants to launch a new product

successfully using advertisement as promotional tool3. Finance manager needs to invest excessive money

profitably


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The formulation of the problem

is often more essential than itssolution

Albert Einstein


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Research Hypotheses

Research hypotheses arepredictive statementsabout the relationship between two variables

Types of Hypothesis

There are two types of hypothesis

1. Null HypothesisHo = There is no relationship between Advertising and Sales

2. Alternative HypothesisH1 = There is relationship between advertising and sales


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What is the best strategy topromote a particular product?

Marketing

What is the main reasons foremployee turnover?

HRM

What is the rate of return onparticular investment?

Finance


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Why We Do Business Research

We do business to earn profits

Business is a dynamic field

We have competitors

We need to sustain

We need to grow

We need customers

We encounter problems and issues

We need to look into opportunities


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Documents

BRM 1 Final Nadeem