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Planning The Research Process - Module 2

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0% found this document useful (0 votes)
31 views26 pages

Planning The Research Process - Module 2

Uploaded by

Mahi Gupta
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
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Planning

the
Research
Process
MODULE 2
Step 1 – Defining the Problem & Objective
 The most important step in the process and the most difficult stage to get it
right.

 Often people confuse the research problem with a symptom such as sales
decrease,
loss of market share, loss of key customers, high employee turnover, poor profits,
etc.
 A problem has a solution whereas a symptom helps you to identify a problem.
Step 1 – Defining the Problem & Objective
 Inadequate problem definition is the main cause of failure of a marketing
research project.
 A clear statement of objectives will help you develop effective research.

 It’s critical that you have manageable objectives.

 Two or three clear goals will help to keep your research project focused
and relevant.
Step 2 – Developing the Research plan
This step incorporates a number of parts:

1. Decide the research approach

2. Develop a Data Collection Instrument

3. Develop a sampling plan


Step 2 – Developing the Research plan
Decide the research approach

 A quantitative approach is used to quantify the problem by way of


generating numerical data of attitudes, opinions, and behaviours,
and to statistically generalize results to a larger population.
 A qualitative approach is primarily exploratory in nature and tends to
be used when you do not really understand the phenomenon that we are
investigating.
Step 2 – Developing the Research plan
Develop a Data collection Instrument

 Every research approach has different data collection instruments.

 A quantitative approach tends to use surveys (Mail, telephone, in person,


online, mobile) or observation (counting the number of times a
phenomenon happens).
 Common qualitative data collection instruments are interviews and
focus groups.
Step 2 – Developing the Research plan
Developing a sampling plan

 In your sample plan, you must detail who will be your research targets or
audience.
The sample size is based on level of accuracy required, cost of
acquiring additional sample units, and the level of variability in data.
Step 2 – Developing the Research plan
Developing a sampling plan

Selecting your sample can be based upon the following:

 Convenience – sampling what is convenient to you and what you can get

 Judgmental – where the research makes a judgement call

 Quota- the researcher deliberately sets the proportions of levels or strata


within the sample such as religion, sex etc
Step 2 – Developing the Research plan
Step 3 – Collecting all
information
 In this step, you execute your sampling plan and collect the
information from your target audience.

 Ensure that you record all the information and treat it as


precious.
Step 4 – Analysing all the
information
 It’s time to interpret the data.
 When analysing your data, what you are looking for are
patterns or common themes in the data.
 The key to successful data analysis is to immerse yourself in
the data.
 You will feel confused or overwhelmed with the volume of
data. That is natural.
Step 4 – Analyzing all the
information
 Just persevere – keep reading, analysing, building summary
tables, charts, flow diagram, mind maps etc.

 The trends in the data will start to emerge and you will have
that
Eureka-insight moment.
Step 5 – Present the findings
 It is time to compile the key take-away insights from the analysis.

 A great way to structure insights is to start with your research


problem and objectives and put the key insights under each one.
Research Paper & its components
 A research paper is a type of academic writing that provides an in-
depth analysis, evaluation, or interpretation of a single topic, based on
evidence.
 The goal of a research paper is to bring together different views,
evidence, and facts about a topic from books, articles, and
interviews, then interpret the information into your writing.
Research Paper & its components
There are five MAJOR parts of a Research Report:
• Introduction
• Review of Literature
• Methods
• Results
• Discussion

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