Notes TY BBA 501 Research Methodology

DNYANSAGAR ARTS AND COMMERCE COLLEGE, BALEWADI, PUNE – 45
Subject – Research Methodology (501) Class: TY BBA (2019 Pattern)
Unit 1 Introduction to Research Methodology & Research

Problem
Introduction
Research is defined as careful consideration of study regarding a particular concern or problem
using scientific methods. According to the American sociologist Earl Robert Babbie, “research is
a systematic inquiry to describe, explain, predict, and control the observed phenomenon.
Research: Definition, Characteristics, Goals, Approaches
Research is a process through which an individual or the researcher helps to search the definite
or useful information from the number of respondents to evaluate or solve the problem-related
questions. In fact, research is an art of scientific investigation or technique.
In other words, some people say that research is a systematized effort to gain knowledge and it is
a process of collecting, evaluating, and interpreting information to answer questions.
Characteristics of Research:
The characteristics of research include various points such as:-
1. Research should be controlled-
It should be controlled because of the relation between two or more variables are affected by
each other (whether it is internal or external). If the research is not controllable, then it will not
be able to design a particular research report.
2. Research should be rigorous-
It should be rigorous because it helps to follow the procedures to find out the answers related
questions which are relevant and appropriate in nature. The research information consists of two
types of sciences such as physical and social sciences. These two sciences are also varied from
each other.
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3. Research should be systematic-
Research should be systematic because if a researcher wants to do a perfect research design or

process then it will have to evaluate or obtained the necessary information from the market in a
systematic manner. It takes various steps to do a perfect or systematic research process and all
the steps of procedures are interlinked to each other.
4. Research should be valid-
It means the information which is collected by the researcher can be the correct and verifiable by
yourself (i.e, researcher himself). If our collected information is fair or valid, then our research
will also be ethical in nature.
5. Research should be empirical-
This means that any conclusion drawn is totally based upon ethical or hard evidence gathered
information collected from observations and real-life experiences.
6. The foundation of knowledge-
Research is the foundation of knowledge for the purpose of knowledge and an important source
for providing guidelines or norms for solving different social, business, or governmental
problems. It is a variety of formal training which enables us to understand the new developments
in one’s field in an efficient way.
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Importance or Objectives of the Research:
Research objectives help to identify the full purpose or attention of your research with the type of
basic questions that will be noted. Explaining your research objectives means explaining what do
I need to investigate and evaluate. The importance of research is also known as the objectives of
the research. It includes various points such as:-
1. To find out the real facts-
As we know, every type of research has its own object but the basic aim of the research is always
to find out or obtained the information from the markets and societies and their number of
respondents. A researcher evaluates or finds the real or exact information for our problem-related
questions.
2. To achieve the new thoughts-
In this objective of the research, anybody can find new thoughts from the research. Research is
the process of finding the exact information through proper observation, optimization, and
experiments.
These are the scientific methods to find out or evaluate the information which is very necessary
for evaluating the problem task.
3. To evaluate the information-
The first aim of the research is to find out the information and then evaluate them in an
appropriate or efficient manner so that they can easily design the research problem and solve
them also.
A researcher evaluates the information through various scientific approaches and methods,
statistical analysis and procedures, and another type of tables and graphs.
4. To test a hypothesis-
In this objective of the research, the researcher does the causal relationship between the variables
(it can also be said that the hypothesis testing research studies). The hypothesis testing study
represents the number of actions like these terms:
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(a) Making a formal statement,
(b) Selecting a significance level,
(c) Deciding the distribution use,
(d) Selecting a random sample and computing an appropriate value,
(e) Calculation of the probability,
(f) Comparing the probability.
5. To design or implement the research-
After the collection of all information, the researcher prepares the structure of a research design
for the company so that they can easily describe or identify the structure of a particular research
theme. The research designs can be broadcasted into two forms such as experimental designs and
non-experimental designs.
After the structure of the research design, the researcher implements them in a problem and find
out the optimum factor to solve them.
6. To improve the understanding-
In this objectives of the research, the researcher helps to improve the understanding of a
particular topic by asking what else needs to be evidenced before the research is purposeful, or
what knowledge could be assembled from a more focused investigation, or scrutiny of the
existing findings.
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THE RESEARCH PROCESS
Step 1: Identify the Problem
The first step in the process is to identify a problem or develop a research question. The research
problem may be something the agency identifies as a problem, some knowledge or information
that is needed by the agency, or the desire to identify a recreation trend nationally. In the
example in table 2.4, the problem that the agency has identified is childhood obesity, which is a
local problem and concern within the community. This serves as the focus of the study.
Step 2: Review the Literature
Now that the problem has been identified, the researcher must learn more about the topic under
investigation. To do this, the researcher must review the literature related to the research
problem. This step provides foundational knowledge about the problem area. The review of
literature also educates the researcher about what studies have been conducted in the past, how
these studies were conducted, and the conclusions in the problem area. In the obesity study, the
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review of literature enables the programmer to discover horrifying statistics related to the long-
term effects of childhood obesity in terms of health issues, death rates, and projected medical
costs. In addition, the programmer finds several articles and information from the Centers for
Disease Control and Prevention that describe the benefits of walking 10,000 steps a day. The
information discovered during this step helps the programmer fully understand the magnitude of
the problem, recognize the future consequences of obesity, and identify a strategy to combat
obesity (i.e., walking).
Step 3: Clarify the Problem
Many times the initial problem identified in the first step of the process is too large or broad in
scope. In step 3 of the process, the researcher clarifies the problem and narrows the scope of the
study. This can only be done after the literature has been reviewed. The knowledge gained
through the review of literature guides the researcher in clarifying and narrowing the research
project. In the example, the programmer has identified childhood obesity as the problem and the
purpose of the study. This topic is very broad and could be studied based on genetics, family
environment, diet, exercise, self-confidence, leisure activities, or health issues. All of these areas
cannot be investigated in a single study; therefore, the problem and purpose of the study must be
more clearly defined. The programmer has decided that the purpose of the study is to determine
if walking 10,000 steps a day for three days a week will improve the individual's health. This
purpose is more narrowly focused and researchable than the original problem.
Step 4: Clearly Define Terms and Concepts
Terms and concepts are words or phrases used in the purpose statement of the study or the
description of the study. These items need to be specifically defined as they apply to the study.
Terms or concepts often have different definitions depending on who is reading the study. To
minimize confusion about what the terms and phrases mean, the researcher must specifically
define them for the study. In the obesity study, the concept of “individual's health” can be
defined in hundreds of ways, such as physical, mental, emotional, or spiritual health. For this
study, the individual's health is defined as physical health.
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The concept of physical health may also be defined and measured in many ways. In this case,
the programmer decides to more narrowly define “individual health” to refer to the areas of
weight, percentage of body fat, and cholesterol. By defining the terms or concepts more
narrowly, the scope of the study is more manageable for the programmer, making it easier to
collect the necessary data for the study. This also makes the concepts more understandable to the
reader.
Step 5: Define the Population
Research projects can focus on a specific group of people, facilities, park development,
employee evaluations, programs, financial status, marketing efforts, or the integration of
technology into the operations. For example, if a researcher wants to examine a specific group of
people in the community, the study could examine a specific age group, males or females, people
living in a specific geographic area, or a specific ethnic group. Literally thousands of options are
available to the researcher to specifically identify the group to study. The research problem and
the purpose of the study assist the researcher in identifying the group to involve in the study. In
research terms, the group to involve in the study is always called the population. Defining the
population assists the researcher in several ways. First, it narrows the scope of the study from a
very large population to one that is manageable. Second, the population identifies the group that
the researcher's efforts will be focused on within the study. This helps ensure that the researcher
stays on the right path during the study. Finally, by defining the population, the researcher
identifies the group that the results will apply to at the conclusion of the study. In the example in
table 2.4, the programmer has identified the population of the study as children ages 10 to 12
years. This narrower population makes the study more manageable in terms of time and
resources.
Step 6: Develop the Instrumentation Plan
The plan for the study is referred to as the instrumentation plan. The instrumentation plan serves
as the road map for the entire study, specifying who will participate in the study; how, when, and
where data will be collected; and the content of the program.
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This plan is composed of numerous decisions and considerations that are addressed in chapter 8
of this text. In the obesity study, the researcher has decided to have the children participate in a
walking program for six months. The group of participants is called the sample, which is a
smaller group selected from the population specified for the study. The study cannot possibly
include every 10- to 12-year-old child in the community, so a smaller group is used to represent
the population. The researcher develops the plan for the walking program, indicating what data
will be collected, when and how the data will be collected, who will collect the data, and how the
data will be analyzed. The instrumentation plan specifies all the steps that must be completed for
the study. This ensures that the programmer has carefully thought through all these decisions and
that she provides a step-by-step plan to be followed in the study.
Step 7: Collect Data
Once the instrumentation plan is completed, the actual study begins with the collection of data.
The collection of data is a critical step in providing the information needed to answer the
research question. Every study includes the collection of some type of data—whether it is from
the literature or from subjects—to answer the research question. Data can be collected in the
form of words on a survey, with a questionnaire, through observations, or from the literature. In
the obesity study, the programmers will be collecting data on the defined variables: weight,
percentage of body fat, cholesterol levels, and the number of days the person walked a total of
10,000 steps during the class.
The researcher collects these data at the first session and at the last session of the program. These
two sets of data are necessary to determine the effect of the walking program on weight, body
fat, and cholesterol level. Once the data are collected on the variables, the researcher is ready to
move to the final step of the process, which is the data analysis.
Step 8: Analyze the Data
All the time, effort, and resources dedicated to steps 1 through 7 of the research process
culminate in this final step. The researcher finally has data to analyze so that the research
question can be answered. In the instrumentation plan, the researcher specified how the data will
be analyzed. The researcher now analyzes the data according to the plan.
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The results of this analysis are then reviewed and summarized in a manner directly related to the
research questions. In the obesity study, the researcher compares the measurements of weight,
percentage of body fat, and cholesterol that were taken at the first meeting of the subjects to the
measurements of the same variables at the final program session. These two sets of data will be
analyzed to determine if there was a difference between the first measurement and the second
measurement for each individual in the program. Then, the data will be analyzed to determine if
the differences are statistically significant. If the differences are statistically significant, the study
validates the theory that was the focus of the study. The results of the study also provide valuable
information about one strategy to combat childhood obesity in the community.
Elements of Research Design:

(a) Selection of Research Problem:
As regards the selection of topic for research, anything that is social and empirical is a relevant
problem for social research.
The factors which affect the decisions on selection of topic in social sciences are :
(i) The structure and state of a discipline
(ii) Social problems
(iii) Other determinants like the availability of grants for particular themes, the popularity and
prestige of the particular area ‘of research, public interest and motivation of the researcher etc.,
and
(iv) Practical considerations.
(b) Selection of Units of Analysis:
Determination of the units of analysis is a key factor in social research. In general, the purpose of
the study dictates the selection of the appropriate unit of analysis. The objects or events or
entities under investigation are referred to as units of analysis in social sciences.
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(c) Choice of Variable:
Since a social scientist is primarily interested in studying the relationship among some
characteristics or properties of the observed units which are subject to variation over cases, over
time or over both cases and time, it is necessary for a researcher to decide which variables should
be the focus of research. Explanatory variables are known as the variables under focus. They are
of two types dependent and independent. The former one is the variable the researcher is
interested in explaining and predicting. Dependent variable is the presumed effect. The
independent variable is the presumed cause.
The extraneous variables are those which are not the direct focus of research. Those are of two
types: controlled and uncontrolled. The controlled variables are held constant or prevented from
varying during the course of observation. Apart from the above classification of the variables, a
typology of quantitative and qualitative variables is also made. Whereas a quantitative variable
implies values or categories consisting of numbers, qualitative variables represent certain
qualities, attributes or discrete categories.
(d) Identification of Relationship:
In real terms, very many social researchers directly aim at developing and testing relationships,
apart from gaining familiarity of a phenomenon or description of communities or groups or
exploration of a situation or event. However, on the whole, research findings largely depend on
particular anticipated relationships. Therefore, identification of the anticipated relationship and
the guiding theoretical premises assume greater importance.
(e) The Nature of Causal Relationship:
Causal relationships constitute the heart of scientific understanding. These are very much
required for purposes of explanation and prediction. In order to establish causality, the social
scientists take help of three types of evidence: association, direction and non-spuriousness.
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Statistical association, such as a pattern of change in one variable is related to the other variable,
indicates that former is the cause. Causal relationships are determined in terms of strong and
weak associations. Another criterion required for establishing a causal connection between
events is that the direction of influence should be from cause to effect. In other words, cause
must precede its effect.
The third criterion needed to establish a causal relationship between events is non-spuriousness
which implies that in order to inter a causal relationship from an observed correlation there
should be sufficient reason to believe that no hidden factors have contributed to a spurious
relationship. Ideally, the researcher must show that the connection between the variables is held
constant.
(f) Operationalization of Concepts:
Since concepts serve a number of important functions, clarity and precision in the usage of
concepts are to be achieved by definitions which must contain the distinctive characteristics or
qualities of the phenomenon under investigation.
Concepts, in order to be operationally existent, should be established through operational

definitions which are instrumental in specifying the contextual meaning of concepts and
providing the framework of their application. Briefly stated, the operational definitions serve as a
link between the conceptual theoretical level and the observational empirical level.
(g) Formulation of Hypothesis:
In order to state the research questions in a precise manner so as to give clear indication of what
is to be observed and what kind of information will be gathered, the research questions must be
stated in the form of hypotheses. Hypotheses are tentative generalizations which are expected but
based on unconfirmed relationship between two or more variables.
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What is sampling?
Sampling definition: Sampling is a technique of selecting individual members or a subset of the

population to make statistical inferences from them and estimate characteristics of the whole
population. Different sampling methods are widely used by researchers in market research so
that they do not need to research the entire population to collect actionable insights. It is also a
time-convenient and a cost-effective method and hence forms the basis of any research design.
Sampling techniques can be used in a research survey software for optimum derivation.
Types of sampling: sampling methods
Sampling in market research is of two types – probability sampling and non-probability

sampling. Let’s take a closer look at these two methods of sampling.
Probability sampling: Probability sampling is a sampling technique where a researcher sets a

selection of a few criteria and chooses members of a population randomly. All the members have
an equal opportunity to be a part of the sample with this selection parameter.
Non-probability sampling: In non-probability sampling, the researcher chooses members for

research at random. This sampling method is not a fixed or predefined selection process. This
makes it difficult for all elements of a population to have equal opportunities to be included in a
sample.
In this blog, we discuss the various probability and non-probability sampling methods that you
can implement in any market research study.
Types of probability sampling with examples:
Probability sampling is a sampling technique in which researchers choose samples from a larger
population using a method based on the theory of probability. This sampling method considers
every member of the population and forms samples based on a fixed process.
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For example, in a population of 1000 members, every member will have a 1/1000 chance of
being selected to be a part of a sample. Probability sampling eliminates bias in the population
and gives all members a fair chance to be included in the sample.
There are four types of probability sampling techniques:
Simple random sampling: One of the best probability sampling techniques that helps in saving
time and resources, is the Simple Random Sampling method. It is a reliable method of obtaining
information where every single member of a population is chosen randomly, merely by chance.
Each individual has the same probability of being chosen to be a part of a sample.
For example, in an organization of 500 employees, if the HR team decides on conducting team
building activities, it is highly likely that they would prefer picking chits out of a bowl. In this
case, each of the 500 employees has an equal opportunity of being selected.
Cluster sampling: Cluster sampling is a method where the researchers divide the entire
population into sections or clusters that represent a population. Clusters are identified and
included in a sample based on demographic parameters like age, sex, location, etc. This makes it
very simple for a survey creator to derive effective inference from the feedback.
For example, if the United States government wishes to evaluate the number of immigrants
living in the Mainland US, they can divide it into clusters based on states such as California,
Texas, Florida, Massachusetts, Colorado, Hawaii, etc. This way of conducting a survey will be
more effective as the results will be organized into states and provide insightful immigration
data.
Systematic sampling: Researchers use the systematic sampling method to choose the sample
members of a population at regular intervals. It requires the selection of a starting point for the
sample and sample size that can be repeated at regular intervals. This type of sampling method
has a predefined range, and hence this sampling technique is the least time-consuming.
For example, a researcher intends to collect a systematic sample of 500 people in a population of
5000. He/she numbers each element of the population from 1-5000 and will choose every 10th
individual to be a part of the sample (Total population/ Sample Size = 5000/500 = 10).
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Stratified random sampling: Stratified random sampling is a method in which the researcher
divides the population into smaller groups that don’t overlap but represent the entire population.
While sampling, these groups can be organized and then draw a sample from each group
separately.
For example, a researcher looking to analyze the characteristics of people belonging to different
annual income divisions will create strata (groups) according to the annual family income. Eg –
less than $20,000, $21,000 – $30,000, $31,000 to $40,000, $41,000 to $50,000, etc. By doing
this, the researcher concludes the characteristics of people belonging to different income groups.
Marketers can analyze which income groups to target and which ones to eliminate to create a
roadmap that would bear fruitful results.
Uses of probability sampling
There are multiple uses of probability sampling:
Reduce Sample Bias: Using the probability sampling method, the bias in the sample derived
from a population is negligible to non-existent. The selection of the sample mainly depicts the
understanding and the inference of the researcher. Probability sampling leads to higher quality
data collection as the sample appropriately represents the population.
Diverse Population: When the population is vast and diverse, it is essential to have adequate
representation so that the data is not skewed towards one demographic. For example, if Square
would like to understand the people that could make their point-of-sale devices, a survey
conducted from a sample of people across the US from different industries and socio-economic
backgrounds helps.
Create an Accurate Sample: Probability sampling helps the researchers plan and create an
accurate sample. This helps to obtain well-defined data.
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Types of non-probability sampling with examples
The non-probability method is a sampling method that involves a collection of feedback based
on a researcher or statistician’s sample selection capabilities and not on a fixed selection process.
In most situations, the output of a survey conducted with a non-probable sample leads to skewed
results, which may not represent the desired target population. But, there are situations such as
the preliminary stages of research or cost constraints for conducting research, where non-
probability sampling will be much more useful than the other type.
Four types of non-probability sampling explain the purpose of this sampling method in a better
manner:
Convenience sampling: This method is dependent on the ease of access to subjects such as
surveying customers at a mall or passers-by on a busy street. It is usually termed as convenience
sampling, because of the researcher’s ease of carrying it out and getting in touch with the
subjects. Researchers have nearly no authority to select the sample elements, and it’s purely done
based on proximity and not representativeness. This non-probability sampling method is used
when there are time and cost limitations in collecting feedback. In situations where there are
resource limitations such as the initial stages of research, convenience sampling is used.
For example, startups and NGOs usually conduct convenience sampling at a mall to distribute
leaflets of upcoming events or promotion of a cause – they do that by standing at the mall
entrance and giving out pamphlets randomly.
Judgmental or purposive sampling: Judgemental or purposive samples are formed by the

discretion of the researcher. Researchers purely consider the purpose of the study, along with the
understanding of the target audience. For instance, when researchers want to understand the
thought process of people interested in studying for their master’s degree. The selection criteria
will be: “Are you interested in doing your masters in …?” and those who respond with a “No”
are excluded from the sample.
Snowball sampling: Snowball sampling is a sampling method that researchers apply when the
subjects are difficult to trace. For example, it will be extremely challenging to survey shelterless
people or illegal immigrants. In such cases, using the snowball theory, researchers can track a
few categories to interview and derive results.
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Researchers also implement this sampling method in situations where the topic is highly
sensitive and not openly discussed—for example, surveys to gather information about HIV Aids.
Not many victims will readily respond to the questions. Still, researchers can contact people they
might know or volunteers associated with the cause to get in touch with the victims and collect
information.
Quota sampling: In Quota sampling, the selection of members in this sampling technique
happens based on a pre-set standard. In this case, as a sample is formed based on specific
attributes, the created sample will have the same qualities found in the total population. It is a
rapid method of collecting samples.
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Unit 2 – Research Design & Research Sampling

Data is a set of values of subjects with respect to qualitative or quantitative variables.
Data is raw, unorganized facts that need to be processed. Data can be something simple and
seemingly random and useless until it is organized.
When data is processed, organized, structured or presented in a given context so as to make it

useful, it is called information.
Information, necessary for research activities are achieved in different forms.
Primary Data: Concept and Definitions
Primary Data:
These are the data which are collected from some primary sources i.e., a source of origin where
the data generate.
These are collected for the first time by an investigator or an agency for any statistical analysis.
“Data which are gathered originally for a certain purpose are known as primary data.” — Horace
Secrist
Merits:
1. It has high degree of accuracy.
2. For some enquiries, secondary data is not available.
3. These are more reliable.
4. It needs no extra precautions.
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Demerits:
1. It requires lot of time.
2. It needs much money.
3. These data can be obtained though skilled persons only.
4. Sometimes, these data are not available altogether.
2. Secondary data:
These are the data which are collected from some secondary source i.e. the source of reservation
storage where the data is collected by one person and used by other agency. These are collected
as primary data and used by other as secondary data.
“The data which are used in an investigation, but which have been gathered originally by
someone else for some other purpose are known as secondary data.” — Blair
Merits:
1. It is easy to collect.
2. Time and money is saved.
3. Sometimes primary data cannot be obtained.
4. Some data are more reliable than primary.
Demerits:
1. These are not reliable as primary data.
2. Extra caution is needed to use these data.
3. All types of data are not available.
4. Purpose of original collection may have been different.
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UNIT 3 – Methods of Data Collection & Processing &

Analysis of Data
Data is a collection of facts, figures, objects, symbols, and events gathered from different
sources. Organizations collect data to make better decisions. Without data, it would be difficult
for organizations to make appropriate decisions, and so data is collected at various points in time
from different audiences. For instance, before launching a new product, an organization needs to
collect data on product demand, customer preferences, competitors, etc. In case data is not
collected beforehand, the organization’s newly launched product may lead to failure for many
reasons, such as less demand and inability to meet customer needs.
Although data is a valuable asset for every organization, it does not serve any purpose until
analyzed or processed to get the desired results.
You can categorize Data collection methods into primary methods of data collection and
secondary methods of data collection.
Primary Data Collection Methods
Primary data is collected from the first-hand experience and is not used in the past. The data
gathered by primary data collection methods are specific to the research’s motive and highly
accurate.
Primary data collection methods can be divided into two categories: quantitative methods and
qualitative methods.
Quantitative Methods:
Quantitative techniques for market research and demand forecasting usually make use of
statistical tools. In these techniques, demand is forecast based on historical data. These methods
of primary data collection are generally used to make long-term forecasts. Statistical methods are
highly reliable as the element of subjectivity is minimum in these methods.
Time Series Analysis
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The term time series refers to a sequential order of values of a variable, known as a trend, at
equal time intervals. Using patterns, an organization can predict the demand for its products and
services for the projected time.
Smoothing Techniques
In cases where the time series lacks significant trends, smoothing techniques can be used. They
eliminate a random variation from the historical demand. It helps in identifying patterns and
demand levels to estimate future demand. The most common methods used in smoothing
demand forecasting techniques are the simple moving average method and the weighted moving
average method.
Barometric Method
Also known as the leading indicators approach, researchers use this method to speculate future
trends based on current developments. When the past events are considered to predict future
events, they act as leading indicators.
Qualitative Methods:
Qualitative methods are especially useful in situations when historical data is not available. Or
there is no need of numbers or mathematical calculations. Qualitative research is closely
associated with words, sounds, feeling, emotions, colors, and other elements that are non-
quantifiable. These techniques are based on experience, judgment, intuition, conjecture, emotion,
etc.
Quantitative methods do not provide the motive behind participants’ responses, often don’t reach
underrepresented populations, and span long periods to collect the data. Hence, it is best to
combine quantitative methods with qualitative methods.
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Surveys
Surveys are used to collect data from the target audience and gather insights into their
preferences, opinions, choices, and feedback related to their products and services. Most survey
maker software often a wide range of question types to select.
You can also use a ready-made survey template to save on time and effort. Online surveys can be
customized as per the business’s brand by changing the theme, logo, etc. They can be distributed
through several distribution channels such as email, website, offline app, QR code, social media,
etc. Depending on the type and source of your audience, you can select the channel.
Once the data is collected, survey software can generate various reports and run analytics
algorithms to discover hidden insights. A survey dashboard can give you the statistics related to
response rate, completion rate, filters based on demographics, export and sharing options, etc.
You can maximize the effort spent on online data collection by integrating survey builder with
third-party apps.
Polls
Polls comprise of one single or multiple choice question. When it is required to have a quick
pulse of the audience’s sentiments, you can go for polls. Because they are short in length, it is
easier to get responses from the people.
Similar to surveys, online polls, too, can be embedded into various platforms. Once the
respondents answer the question, they can also be shown how they stand compared to others’
responses.
Interviews
In this method, the interviewer asks questions either face-to-face or through telephone to the
respondents. In face-to-face interviews, the interviewer asks a series of questions to the
interviewee in person and notes down responses. In case it is not feasible to meet the person, the
interviewer can go for a telephonic interview. This form of data collection is suitable when there
are only a few respondents. It is too time-consuming and tedious to repeat the same process if
there are many participants.
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Delphi Technique
In this method, market experts are provided with the estimates and assumptions of forecasts
made by other experts in the industry. Experts may reconsider and revise their estimates and
assumptions based on the information provided by other experts. The consensus of all experts on
demand forecasts constitutes the final demand forecast.
Focus Groups
A small group of people, around 8-10 members, discuss the common areas of the problem. Each
individual provides his insights on the issue concerned. A moderator regulates the discussion
among the group members. At the end of the discussion, the group reaches a consensus.
Questionnaire
A questionnaire is a printed set of questions, either open-ended or closed-ended. The respondents

are required to answer based on their knowledge and experience with the issue concerned. The
questionnaire is a part of the survey, whereas the questionnaire’s end-goal may or may not be a
survey.
PROF. P. S. SHINDE
www.dacc.edu.in
UNIT 4 – Interpretation & Report Writing
Data processing: A series of actions or steps performed on data to verify, organize, transform,
integrate, and extract data in an appropriate output form for subsequent use. Methods of
processing must be rigorously documented to ensure the utility and integrity of the data.
Data Analysis involves actions and methods performed on data that help describe facts, detect
patterns, develop explanations and test hypotheses. This includes data quality assurance,
statistical data analysis, modeling, and interpretation of results.
Data Editing
The data obtained has to be complete in all respect.
The data obtained should be accurate.
The data should be in the format in which it was desired or instructed.
Data editing is the process of data screening and cleaning.
It has to be carried out at two levels-
Field editing
Centralized in-house editing.
Data Coding
The process of identifying and denoting a numeral to the responses given by a respondent is
called coding.
It is advisable to prepare a scheme in advance to simplify and effectively manage the data entry
process.
Designating numeral codes to the designed responses before administration is called pre-coding.
What is Hypothesis???
A hypothesis is an assumption or a statement that may or may not be true.
It has to be tested on the basis of information obtained from a sample.
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The role of Hypothesis is to guide the researcher by limiting the area of research and keep him
focused.
Researcher wants to test the assumption that Gold prices are related to Dollar exchange rate.
Researcher wants to test the assumption that consumers like to buy goods from malls rather than
Retail grocery shops.
Researcher wants to test the assumption that youngsters prefer to go Multiplexes than small
screens.
Researcher wants to test the assumption that average height of class is more than 5.5 ft.
TYPES OF HYPOTHESES
Null and alternative hypotheses
The null hypothesis states that there is no association between the predictor and outcome
variables in the population (There is no difference between tranquilizer habits of patients with
attempted suicides and those of age- and sex- matched “control” patients hospitalized for other
diagnoses). The null hypothesis is the formal basis for testing statistical significance. By starting
with the proposition that there is no association, statistical tests can estimate the probability that
an observed association could be due to chance.
The proposition that there is an association — that patients with attempted suicides will report
different tranquilizer habits from those of the controls — is called the alternative hypothesis. The
alternative hypothesis cannot be tested directly; it is accepted by exclusion if the test of statistical
significance rejects the null hypothesis.
One- and two-tailed alternative hypotheses
A one-tailed (or one-sided) hypothesis specifies the direction of the association between the
predictor and outcome variables. The prediction that patients of attempted suicides will have a
higher rate of use of tranquilizers than control patients is a one-tailed hypothesis. A two-tailed
hypothesis states only that an association exists; it does not specify the direction.
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The prediction that patients with attempted suicides will have a different rate of tranquilizer use
— either higher or lower than control patients — is a two-tailed hypothesis. (The word tails
refers to the tail ends of the statistical distribution such as the familiar bell-shaped normal curve
that is used to test a hypothesis. One tail represents a positive effect or association; the other, a
negative effect.) A one-tailed hypothesis has the statistical advantage of permitting a smaller
sample size as compared to that permissible by a two-tailed hypothesis. Unfortunately, one-tailed
hypotheses are not always appropriate; in fact, some investigators believe that they should never
be used. However, they are appropriate when only one direction for the association is important
or biologically meaningful. An example is the one-sided hypothesis that a drug has a greater
frequency of side effects than a placebo; the possibility that the drug has fewer side effects than
the placebo is not worth testing. Whatever strategy is used, it should be stated in advance;
otherwise, it would lack statistical rigor. Data dredging after it has been collected and post hoc
deciding to change over to one-tailed hypothesis testing to reduce the sample size and P value are
indicative of lack of scientific integrity.
Z-Test
A Z-test is a type of hypothesis test—a way for you to figure out if results from a test are valid or
repeatable.
For example, if someone said they had found a new drug that cures cancer, you would want to be
sure it was probably true. A hypothesis test will tell you if it’s probably true, or probably not
true. A Z test, is used when your data is approximately normally distributed (i.e. the data has the
shape of a bell curve when you graph it).
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In a z-test, the sample is assumed to be normally distributed. A z-score is calculated with

population parameters such as “population mean” and “population standard deviation” and is
used to validate a hypothesis that the sample drawn belongs to the same population.
Null: Sample mean is same as the population mean
Alternate: Sample mean is not same as the population mean
The statistics used for this hypothesis testing is called z-statistic, the score for which is calculated
as
z = (x — μ) / (σ / √n), where
x= sample mean
μ = population mean
σ / √n = population standard deviation
If the test statistic is lower than the critical value, accept the hypothesis or else reject the
hypothesis
When to Used Z- Test
Several different types of tests are used in statistics (i.e. f test, chi square test, t test). You would
use a Z test if:
Your sample size is greater than 30. Otherwise, use a t test.
Data points should be independent from each other. In other words, one data point isn’t related or
doesn’t affect another data point.
Your data should be normally distributed. However, for large sample sizes (over 30) this doesn’t
always matter.
Your data should be randomly selected from a population, where each item has an equal chance
of being selected.
Sample sizes should be equal if at all possible.
PROF. P. S. SHINDE
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Steps to be followed in Z Test
Running a Z test on your data requires five steps:
State the null hypothesis and alternate hypothesis.
Choose an alpha level (Level of Significance).
Find the critical value of z in a z table.
Calculate the z test statistic.
Compare the test statistic to the critical z value and decide if you should support or reject the null
hypothesis.
T-test
A t-test is used to compare the mean of two given samples. Like a z-test, a t-test also assumes a
normal distribution of the sample. A t-test is used when the population parameters (mean and
standard deviation) are not known.
There are three versions of t-test
1. Independent samples t-test which compares mean for two groups
2. Paired sample t-test which compares means from the same group at different times
3. One sample t-test which tests the mean of a single group against a known mean.
• The statistic for this hypothesis testing is called t-statistic, the score for which is
calculated as
• t = (x1 — x2) / (σ / √n1 + σ / √n2), where
• x1 = mean of sample 1
• x2 = mean of sample 2
• n1 = size of sample 1
• n2 = size of sample 2
PROF. P. S. SHINDE
www.dacc.edu.in
Chi-Square Test
• The Chi Square statistic is commonly used for testing relationships between categorical
variables.
• Chi-square test is used to compare categorical variables. There are two type of chi-square
test
• 1. Goodness of fit test, which determines if a sample matches the population.
• 2. A chi-square fit test for two independent variables is used to compare two variables in
a contingency table to check if the data fits.
• a. A small chi-square value means that data fits
• b. A high chi-square value means that data doesn’t fit.
Formula for Chi-Square
• The hypothesis being tested for chi-square is
• Null: Variable A and Variable B are independent
• Alternate: Variable A and Variable B are not independent.
• The statistic used to measure significance, in this case, is called chi-square statistic. The
formula used for calculating the statistic is
• Χ2 = Σ [ (Or,c — Er,c)2 / Er,c ] where
• Or,c = observed frequency count at level r of Variable A and level c of Variable B
• Er,c = expected frequency count at level r of Variable A and level c of Variable B
PROF. P. S. SHINDE
www.dacc.edu.in
UNIT 5. WRITING SKILLS FOR BUSINESS RESEARCH
“Research report is a research document that contains basic aspects of the research project”
Introduction:
Mostly, research work is presented in a written form. The practical utility of research study
depends heavily on the way it is presented to those who are expected to act on the basis of
research findings. Research report is a written document containing key aspects of research
project.
Research report is a medium to communicate research work with relevant people. It is also a
good source of preservation of research work for the future reference. Many times, research
findings are not followed because of improper presentation. Preparation of research report is not
an easy task. It is an art. It requires a good deal of knowledge, imagination, experience, and
expertise. It demands a considerable time and money.
Definitions:
1. In simple words:
Research report is the systematic, articulate, and orderly presentation of research work in a
written form.
2. We can also define the term as:
Research report is a research document that contains basic aspects of the research project.
3. In the same way, we can say:
PROF. P. S. SHINDE
www.dacc.edu.in
Research report involves relevant information on the research work carried out. It may be in
form of hand-written, typed, or computerized.
Report Format:
There is no one best format for all reports. Format depends on several relevant variables. One
must employ a suitable format to create desirable impression with clarity. Report must be
attractive. It should be written systematically and bound carefully. A report must use the format
(often called structure) that best fit the needs and wants of its readers. Normally, following
format is suggested as a basic outline, which has sufficient flexibly to meet the most situations.
Main Report (Central Part of Report)
(i) Statement of objectives
(ii) Methodology and research design
(iii) Types of data and its sources
(iv) Sampling decisions
(v) Data collection methods
(vi) Data collection tools
(vii) Fieldwork
(viii) Analysis and interpretation (including tables, charts, figures, etc.)
(ix) Findings
(x) Limitations
(xi) Conclusions and recommendations
(xii) Any other relevant detail
PROF. P. S. SHINDE
www.dacc.edu.in
Components of Research Reports
Research is imperative for launching a new product/service or a new feature. The markets today
are extremely volatile and competitive due to new entrants every day who may or may not
provide effective products. An organization needs to make the right decisions at the right time to
be relevant in such a market with updated products that suffice customer demands.
The details of a research report may change with the purpose of research but the main
components of a report will remain constant. The research approach of the market researcher
also influences the style of writing reports. Here are seven main components of a productive
research report:
Research Report Summary: The entire objective along with the overview of research are to be
included in a summary which is a couple of paragraphs in length. All the multiple components of
the research are explained in brief under the report summary. It should be interesting enough to
capture all the key elements of the report.
Research Introduction: There always is a primary goal that the researcher is trying to achieve
through a report. In the introduction section, he/she can cover answers related to this goal and
establish a thesis which will be included to strive and answer it in detail. This section should
answer an integral question: “What is the current situation of the goal?”. After the research was
conducted, did the organization conclude the goal successfully or they are still a work in progress
– provide such details in the introduction part of the research report.
Research Methodology: This is the most important section of the report where all the important
information lies. The readers can gain data for the topic along with analyzing the quality of
provided content and the research can also be approved by other market researchers. Thus, this
section needs to be highly informative with each aspect of research discussed in detail.
Information needs to be expressed in chronological order according to its priority and
importance. Researchers should include references in case they gained information from existing
techniques.
PROF. P. S. SHINDE
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Research Results: A short description of the results along with calculations conducted to achieve
the goal will form this section of results. Usually, the exposition after data analysis is carried out
in the discussion part of the report.
Research Discussion: The results are discussed in extreme detail in this section along with a
comparative analysis of reports that could probably exist in the same domain. Any abnormality
uncovered during research will be deliberated in the discussion section. While writing research
reports, the researcher will have to connect the dots on how the results will be applicable in the
real world.
Research References and Conclusion: Conclude all the research findings along with mentioning
each and every author, article or any content piece from where references were taken.
Formatting a Research Paper
In this chapter, you will learn how to use APA style, the documentation and formatting style
followed by the American Psychological Association, as well as MLA style, from the Modern
Language Association. There are a few major formatting styles used in academic texts, including
AMA, Chicago, and Turabian:
AMA (American Medical Association) for medicine, health, and biological sciences
APA (American Psychological Association) for education, psychology, and the social sciences
Chicago—a common style used in everyday publications like magazines, newspapers, and books
MLA (Modern Language Association) for English, literature, arts, and humanities
Turabian—another common style designed for its universal application across all subjects and
disciplines
While all the formatting and citation styles have their own use and applications, in this chapter
we focus our attention on the two styles you are most likely to use in your academic studies:
APA and MLA.
If you find that the rules of proper source documentation are difficult to keep straight, you are
not alone. Writing a good research paper is, in and of itself, a major intellectual challenge.
PROF. P. S. SHINDE
www.dacc.edu.in
Having to follow detailed citation and formatting guidelines as well may seem like just one more
task to add to an already-too-long list of requirements.
Following these guidelines, however, serves several important purposes. First, it signals to your
readers that your paper should be taken seriously as a student’s contribution to a given academic
or professional field; it is the literary equivalent of wearing a tailored suit to a job interview.
Second, it shows that you respect other people’s work enough to give them proper credit for it.
Finally, it helps your reader find additional materials if he or she wishes to learn more about your
topic.
Learning Resources:
1 Reference Books 1. Ghosh, B.N. Scientific Method and Social Research (Sterling:
New Delhi)
2. Kothari. C.R. Research Methodology – Methods and Techniques

(New Age: New
Delhi)
3. Sangale B. R. Research Methodology – (Success Publications,

Pune)
4. Donald. R. Cooper and Pamela S. Schindler, Business Research

Methods (Irwin
McGraw-Hill Publications, New Delhi).
5. Naresh K. Malhotra, Basic Marketing Research 4/E (Pearson

Education
Publications).
6. S. N. Murthy and U. Bhojanna, Business Research Methods.

(Excel Books, New
Delhi).
1.
2 Websites ▪ https://www.questionpro.com/blog/what-is-research/
PROF. P. S. SHINDE
www.dacc.edu.in

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DNYANSAGAR ARTS AND COMMERCE COLLEGE, BALEWADI, PUNE – 45

Subject – Research Methodology (501) Class: TY BBA (2019 Pattern)

Unit 1 Introduction to Research Methodology & Research

Research: Definition, Characteristics, Goals, Approaches

The characteristics of research include various points such as:-

1. Research should be controlled-

2. Research should be rigorous-

Subject – Research Methodology (501) Class: TY BBA (2019 Pattern)

3. Research should be systematic-

Research should be systematic because if a researcher wants to do a perfect research design or

4. Research should be valid-

5. Research should be empirical-

6. The foundation of knowledge-

Subject – Research Methodology (501) Class: TY BBA (2019 Pattern)

Importance or Objectives of the Research:

1. To find out the real facts-

2. To achieve the new thoughts-

3. To evaluate the information-

Subject – Research Methodology (501) Class: TY BBA (2019 Pattern)

(a) Making a formal statement,

(b) Selecting a significance level,

(c) Deciding the distribution use,

(d) Selecting a random sample and computing an appropriate value,

(e) Calculation of the probability,

(f) Comparing the probability.

5. To design or implement the research-

6. To improve the understanding-

Subject – Research Methodology (501) Class: TY BBA (2019 Pattern)

THE RESEARCH PROCESS

Step 1: Identify the Problem

Step 2: Review the Literature

Subject – Research Methodology (501) Class: TY BBA (2019 Pattern)

Step 3: Clarify the Problem

Step 4: Clearly Define Terms and Concepts

Subject – Research Methodology (501) Class: TY BBA (2019 Pattern)

Step 5: Define the Population

Step 6: Develop the Instrumentation Plan

Subject – Research Methodology (501) Class: TY BBA (2019 Pattern)

Step 7: Collect Data

Step 8: Analyze the Data

Subject – Research Methodology (501) Class: TY BBA (2019 Pattern)

Elements of Research Design:

(i) The structure and state of a discipline

(ii) Social problems

(iv) Practical considerations.

(b) Selection of Units of Analysis:

Subject – Research Methodology (501) Class: TY BBA (2019 Pattern)

(c) Choice of Variable:

(d) Identification of Relationship:

(e) The Nature of Causal Relationship:

Subject – Research Methodology (501) Class: TY BBA (2019 Pattern)

(f) Operationalization of Concepts:

Concepts, in order to be operationally existent, should be established through operational

(g) Formulation of Hypothesis:

Subject – Research Methodology (501) Class: TY BBA (2019 Pattern)

Sampling definition: Sampling is a technique of selecting individual members or a subset of the

Types of sampling: sampling methods

Sampling in market research is of two types – probability sampling and non-probability

Probability sampling: Probability sampling is a sampling technique where a researcher sets a

Non-probability sampling: In non-probability sampling, the researcher chooses members for