M.COM SEM-1,2 Research Methodologypdf

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2 RESEARCH METHODOLOGY www.cuidol.in Unit-1(MAP-607) All right are reserved with CU-IDOL

3 TOPICS FOR THE DISCUSSION ARE BUSINESS RESEARCH PROCESS DESIGN www.cuidol.in Unit-1(MAP-607) All right are reserved with CU-IDOL

4 BUSINESS RESEARCH PROCESS DESIGN A research design is the detailed blueprint used to guide a research study towards its objective www.cuidol.in Unit-1(MAP-607) All right are reserved with CU-IDOL

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7 Step 1: Problem or Opportunity Identification www.cuidol.in Unit-1(MAP-607) All right are reserved with CU-IDOL

8 Step 2: Decision Maker and Business Researcher Meeting to Discuss the Problem or Opportunity Dimensions The researcher can only suggest solution to a problem, but the actual decision is taken by the decision maker. The decision maker should understand the dimensions of the research and the researcher should also understand the scope of decision making by the decision maker. www.cuidol.in Unit-1(MAP-607) All right are reserved with CU-IDOL

9 Step 3: Defining the Management Problem and Subsequently the Research Problem Problem audit is also a systematic exploration of the nature of the problem and the identification of its roots. Meaningful insight of the problem is also obtained through a systematic pilot study. The pilot study is an unstructured interview with the persons related to the problem. It helps a researcher to understand the problem clearly and also to introduce various dimensions in it www.cuidol.in Unit-1(MAP-607) All right are reserved with CU-IDOL

Contd… 10 The management problem is concerned with the decision maker and is action oriented in nature. Decision : Discounts offered. Research problem is somewhat information oriented and focuses mainly on the causes and not on the symptoms. Information: Consumer response to the discounts offered Consider the impact on important factors involved in research process. Background knowledge of changing consumer aspirations in the post-liberalization era, different status of rural and urban consumers, increasing disposable income, increasing literacy rate, impact of heavy advertisement campaigns,etc. www.cuidol.in Unit-1(MAP-607) All right are reserved with CU-IDOL

11 Step 4: Formal Research Proposal and Introducing the Dimensions to the Problem The first part is to develop a theoretical model to quantify an attitude. For example, to estimate the “buying intentions” for a particular product, first, the researcher has to prepare a theoretical model to measure an attitude like buying intentions. For example: Researcher is interested in following factors are brand image, brand awareness, price, availability, and after-sales services and are treated as the main variables. The researcher explores every factor from the literature in a systematic manner. www.cuidol.in Unit-1(MAP-607) All right are reserved with CU-IDOL

12 a For example, he has explored the first factor—brand image—and collected seven statements from the literature to characterize it. These seven statements are converted into seven questions and are placed as the first seven questions of the questionnaire. A set of 35 questions can be designed with rating scale of 1 to 7 A respondent can score a minimum of 35 and a maximum of 245 to exhibit his buying intention. www.cuidol.in Unit-1(MAP-607) All right are reserved with CU-IDOL

Moderating variables are the second set of independent variables, which a researcher believes to have 13 a significant contributory or contingent impact on the originally assumed cause–effect relationship between the dependent and independent variables. www.cuidol.in Unit-1(MAP-607) All right are reserved with CU-IDOL

The main research question can be formulated simply as determining the buying intention 14 for a particular product. Five hypotheses can be constructed as follows: Hypothesis 1: “Brand image” has a significant liner impact on the buying intention. Hypothesis 2: “Brand awareness” has a significant liner impact on the buying intention. Hypothesis 3: “Price” has a significant liner impact on the buying intention. Hypothesis 4: “Availability” has a significant liner impact on the buying intention. Hypothesis 5: “After-sales services” has a significant liner impact on the buying intention. www.cuidol.in Unit-1(MAP-607) All right are reserved with CU-IDOL

15 The proposed multiple regression model will be Hypothesis 6: All the five factors in combination have a significant linear impact on the buying intention. three other hypotheses can be constituted to measure the significant impact of the moderating variables www.cuidol.in Unit-1(MAP-607) All right are reserved with CU-IDOL

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