MGNM832-Business Research Methods

Dr. Rahul Sharma

Lecture 0

MGNM832
Business Research Methods
What it’s all about?
 MGNM832-Business Research Methods
Dr. Rahul Sharma

Lecture Plan
§ Course Details
§ Course Assessment Model
§ Expectations from students
§ Business research in Action
§ Getting into the course
§ Course Learning Outcomes
§ What business research really is?
 MGNM832-Business Research Methods
Dr. Rahul Sharma

Course Details
Course Code : MGN832

Course Title : BUSINESS RESEARCH METHODS

L T P Cr. : Lectures: 2, Tutorials: 1,

Practical: 0, Credit: 2

Text Book : Naval Bajpai

Publisher - Pearson Education
 MGNM832-Business Research Methods
Dr. Rahul Sharma

Course Assessment Model

Exam Category : X3 (No MTE only ETE)
Exam Pattern : Practical
Marks Break Up :

§ Attendance : 05 Marks

§ CA : 45 (All CA’s are compulsory (2 out of 2)

§ MTE : No MTE

§ ETE : 50

Total : 100 Marks

 MGNM832-Business Research Methods
Dr. Rahul Sharma

Expectations
from students
 MGNM832-Business Research Methods
Dr. Rahul Sharma

• Download syllabus & Instruction Plan from UMS.

• Come well prepared to the class.

• Prepare the case studies well.

• Read ‘The Economic Times’ or ‘Business Standard’ daily.

• Participates in discussions & debates in class.

• Asks questions in case of doubt.

• Attempt all the academic tasks with intention to learn.

• Be on time to class.

• Contribute to healthy academic environment in class.

 MGNM832-Business Research Methods
Dr. Rahul Sharma

RESEARCH
IN ACTION
 MGNM832-Business Research Methods
Dr. Rahul Sharma

Why PM Modi loves a white lotus

more than a saffron one?
Source:

https://www.sify.com/news/why-pm-modi-loves-a-white-lotus-more-than-a-saffron-one- https://www.firstpost.com/politics/the-mystery-of-narendra-modis-white-lotus-
news-columns-te0mzfbigacgb.html explained-1504169.html
 MGNM832-Business Research Methods
Dr. Rahul Sharma

How many
of you
know
about..
MGNM832-Business Research Methods
Dr. Rahul Sharma
 MGNM832-Business Research Methods
Dr. Rahul Sharma

Discover consumers’ views and

their need for deodorants
§ A consumer Usage and Attitude study conducted across

various markets (UK, France and USA).

§ An external study by Fragrance Houses covering the

importance of scent and fragrance to people’s well-being

and mood.
 MGNM832-Business Research Methods
Dr. Rahul Sharma

Big Question still prevailed

Is this information sufficient to

launch a product meant for
the underarms?
 MGNM832-Business Research Methods
Dr. Rahul Sharma

Need

To learn about the beliefs

and motivations of
customers
 MGNM832-Business Research Methods
Dr. Rahul Sharma

Primary Research undertaken in

UK, USA, Germany and France.
 MGNM832-Business Research Methods
Dr. Rahul Sharma

Wanted to look after Women desired

Women cared
their underarms attractive, neat
increasingly about the
throughout all underarms. This
condition of their
seasons (not just in symbolized sensuality
underarms.
summer). and femininity.

The deodorant
segment remained
focused on functional
rather than
beautifying products.
 MGNM832-Business Research Methods
Dr. Rahul Sharma

1 2 3
Not having a specific A clear opportunity as Would fit with the
product that addressed no direct competitor current NIVEA range
‘underarm beauty’ for was also offering too.
the female consumer. anything like this.

Insights
 MGNM832-Business Research Methods
Dr. Rahul Sharma
Deodorant category performance measures

WETNESS DRYNESS FRAGRANCE

Skin feeling silky and beautiful

underarms
 MGNM832-Business Research Methods
Dr. Rahul Sharma

What should
be the name
& Color?
Needed to communicate femininity
and sophistication.
 MGNM832-Business Research Methods
Dr. Rahul Sharma

Pearl and Beauty

Pink was a natural color

choice for the packaging

Brand
Color Soft pearlescent container to
emphasize the ‘pearl
Packaging extracts’ in the product
 MGNM832-Business Research Methods
Dr. Rahul Sharma

Course Learning Outcomes

• CO1 :: apply critical thinking and scientific approaches to formulate
research problems
• CO2 :: describe and identify research design approaches, methods to
address specific research question
• CO3 :: generalize familiarity with qualitative research and developing skill
to make data fit for applying qualitative analysis
• CO4 :: use relevant statistical software in order to apply parametric and
non-parametric test to analyse data and draw inferences
 MGNM832-Business Research Methods
Dr. Rahul Sharma

Getting into
the Course
MGNM832-Business Research Methods
Dr. Rahul Sharma

Course
Content
 MGNM832-Business Research Methods
Dr. Rahul Sharma

What is
Business Research
really?
 MGNM832-Business Research Methods
Dr. Rahul Sharma

A systematic process of collection, analyzing and

interpreting data for problem solving and making

rationale decision in the organizations.

 MGNM832-Business Research Methods
Dr. Rahul Sharma

Qualitative & Quantitative Research

 MGNM832-Business Research Methods
Dr. Rahul Sharma

Qualitative Research
Collecting and analyzing non-numerical data (e.g., text, video, or audio) to
understand concepts, opinions, or experiences.
It can be used to gather in-depth insights into a problem or generate new ideas for research.

President’s language, choice of words, tone of voice and verbal

habits
 MGNM832-Business Research Methods
Dr. Rahul Sharma

How do children and adults interpret healthy eating?

 MGNM832-Business Research Methods
Dr. Rahul Sharma

How illustrations affects purchase of OTC

medicines?

Interviews Observation
 MGNM832-Business Research Methods
Dr. Rahul Sharma

How is anxiety
experienced
around the world?
 MGNM832-Business Research Methods
Dr. Rahul Sharma

Atlas.ti
Popular Nvivo
Software Dedoose
used in
Qualitative Quirkos
Research Quqqa
 MGNM832-Business Research Methods
Dr. Rahul Sharma

Quantitative Research
Collecting and analyzing numerical data

It can be used to find patterns and averages, make predictions, test causal relationships, and

generalize results to wider populations

 MGNM832-Business Research Methods
Dr. Rahul Sharma

Perceived
brand
personality
top social
networking
sites
 MGNM832-Business Research Methods
Dr. Rahul Sharma

What type of Coffee

machine should I
launch in the
Market?
 MGNM832-Business Research Methods
Dr. Rahul Sharma

Options
• 2 Cup in Black/Red/Green/White color under

• 4 Cup in Black/Red/Green/White color under Pricing too

• 8 Cup in Black/Red/Green/White color under

 MGNM832-Business Research Methods
Dr. Rahul Sharma

SAS
SPSS

Popular Tableau
Software
used in MS Excel
Quantitative
Research Minitab
 MGNM832-Business Research Methods
Dr. Rahul Sharma

Careers
In Research
 MGNM832-Business Research Methods
Dr. Rahul Sharma

Business Research Offers Great

Career Opportunities

Research Research Analyst Fieldwork Manager Statistician/ Data

Director/Manager Processing Professional
 MGNM832-Business Research Methods
Dr. Rahul Sharma

BETTER CAREER BETTER BETTER DECISION- BASE TO DATA

OPPORTUNITY ANALYTICAL SKILLS MAKING SKILLS SCIENCE
 MGNM832-Business Research Methods
Dr. Rahul Sharma

Capstone Project
 MKT503- MARKETING MANAGEMENT
Dr. Rahul Sharma

Dr. Rahul Sharma

[email protected]
www.therahul.in
www.linkedin.com/in/therahuldms
The Rahul Academy
Thank You