Anda di halaman 1dari 8

1/14/2017

Business Research Method

Prof. Ravi Shekhar Kumar


XLRI- Xavier School of Management, Jamshedpur
ravishekhar@xlri.ac.in
Session-2

Developing an Approach to the Problem


Focus:
Developing more specific devices to address the
components of the research problems defined at
previous step

Includes:
Theory / Objective evidence
Analytical model (verbal/graphical/mathematical)
Research question (define it)
Hypotheses (End product in this step)

1
1/14/2017

Theory/Objective evidence
Theory
Example for choice making related theories:
Theory of rationality,
Bounded rationality Theory

Objective Evidence
Empirical observation (available in literature)

Model: Technology Acceptance Model

(Davis 1989)

2
1/14/2017

Research Question
Research questions(RQ):
Refined statements of the specific components of
the problem.

MDP, RP & RQ: Illustration


Management Decision Problem(MDP):
Should Amul launch packaged sweets products

Research Problem(RP):
To determine the customer preference for Amul
packaged Sweets

Research Question(RQ):
Are milk based sweets popular among target audience
What is the perceived quality of packaged sweets

3
1/14/2017

Research Hypothesis
Hypothesis(H):
An unproven statement or proposition about a factor or
phenomenon that is of interest to the researcher.
Often, a hypothesis is a possible answer to the research
question.
It is mostly about the relationship between two
variables/ two phenomena.
A testable statement

Research Questions & Hypotheses: Illustration


RQ: What is the lifestyle of consumers who purchase athletic footwear
based on image?
Hypotheses:
H1: Consumers who purchase athletic footwear based on image are
young and active.
H2: Consumers who purchase athletic footwear based on image are
not price sensitive.

RQ: What is the lifestyle of the typical Nike consumer?


Hypotheses:
H1: The typical Nike consumer is young and independent.
H2: The typical Nike consumer watches sports on television.

4
1/14/2017

Illustration
Situation:
Harley- Davidson made such an important comeback in
early 2000s that there was a long waiting list to get
Harley-Davidson bike.
In 2007 market share was about 50% in heavyweight
bike category.
Distributors urging for expansion.

Exercise before Problem Definition


Discussion with Decision maker:
Years of declining sales has taught management to be more risk
averse than risk prone.
Discussion with Industry expert:
Brand Loyalty was a major factor influencing sale and repeat sales of
bike.
Secondary Data:
A vast majority of bike owners also owned automobiles such as cars,
SUVs and trucks.
Qualitative Research:
Focus groups with bike owner indicated bikes were not used as
primary means of transportation but as a means of recreation. Also
highlighted the importance of brand.

5
1/14/2017

Environmental context of Problem


Forecast called for an increase in consumer spending on
recreation & entertainment in 2015
Harley has necessary resources to achieve its objective of
being the dominant motorcycle brand on global basis
Brand image & brand loyalty played a significant role in
buyer behavior with well-known brands continuing to
command a premium.
Harley has necessary marketing & technological skills to
achieve its objective.

Problem Definition
MDP:
Should Harley-Davidson invest to produce more
bike?

RP:
To determine if customer would be loyal buyers
of Harley-Davidson

6
1/14/2017

Approach to Research
RQ:
Who are customers? What are their demographic &
psychographic characteristics?
Can different types of customers be segmented? Is it
possible to segment market in a meaningful way?
How do customers feel regarding their Harleys? Are all
customers motivated by the same appeal?
Are the customers loyal to Harley-Davidson? What is the
extent of brand loyalty?

Approach to Research
RQ:
Can different types of customers be segmented based on
psychographic characteristics?

Hypothesis:
H1: There are distinct segments of bike buyers
H2: Each segment is motivated to own a Harley-Davidson
for a different reason.
H3: Brand loyalty is high among Harley-Davidson
customers in all segment

7
1/14/2017

Anda mungkin juga menyukai