Understanding Research An Overview

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Defining Research
Research is the systematic and objective identification collection analysis dissemination and use of information

for the purpose of improving decision making related to the identification and solution of problems and opportunities in any field.

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The Role of Research

Customer Groups Controllable Variables Product Pricing Promotion Distribution Assessing Information Needs Consumers Employees Shareholders Suppliers

Information

Uncontrollable Environmental Factors Economy Technology Laws & Regulations Social & Cultural Factors Political Factors

Research

Providing Information

Decision Making

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Research Problem Identification Research

Problem Solving Research

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Research Process
Research Design formulation

Fieldwork or Data collection

Problem Definition Development of approach to problem

Problem Definition
Research Design formulation Data Analysis

Data Preparation and Analysis

Report and Presentation

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Research Process

Problem Definition

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Example Study
One day I received a phone call from a research analyst who introduced himself as one of our alumni.
He was working for XYZ company in town and wanted help analyzing the data he had collected while conducting a marketing research study.

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Example Study

When we met, he presented me with a copy of the questionnaire and asked how he should analyze the data. My first question to him was,

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Example Study
When he looked perplexed, I explained that data analysis is not an independent exercise.

Rather, the goal of data analysis is to PROVIDE INFORMATION RELATED TO THE PROBLEM COMPONENTS.

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Example Study
I was surprised to learn that he did not have a clear understanding of the research problem and that a written definition did not exist. So before going any further, I had to define the marketing research problem.

Once that was done, I found that much of the data collected was not relevant to the problem. In this sense, the whole study was a waste of resources. A new study had to be designed and implemented to address the problem defined.

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Problem Definition

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Research Process
Development of approach to problem

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Research Process
Research Design formulation

- A framework or blueprint for conducting the research project. It details the procedures necessary for obtaining the information needed to structure or solve research problems.

A Classification of Marketing Research Designs

Research Design

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Exploratory Research Design

Conclusive Research Design

Descriptive Research

Causal Research

Cross-Sectional Design

Longitudinal Design

Single CrossSectional Design

Multiple CrossSectional Design

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See your way through

Information Design

Sources of Information Data Collection Instruments Data Collection Methods Sample and Sample Size Data Analysis Tools and Techniques

Report

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Research Process

Fieldwork or Data collection

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Research Process

Data Preparation and Analysis

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Data Preparation Process

Prepare Preliminary Plan of Data Analysis Check Questionnaire Edit Code

Transcribe
Clean Data Statistically Adjust the Data Select Data Analysis Strategy

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Analyzing the Data

Know properties of Data Properties of Statistical techniques Analyze the data

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Research Process

Report and Presentation

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Reporting the Results

1. 2. 3. They are the tangible products of the research effort. Management decisions are guided by the report and the presentation. The involvement of many managers in the project is limited to the written report. Management's decision to undertake research in the future or to use the particular research supplier again will be influenced by the perceived usefulness of the report.

4.

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