Professional Documents
Culture Documents
The steps
y y y
Formulating the problem Determining the research design Preparation for the field work
y y y y
Implementing the field work Process the data Tabulation and analysis Prepare the report
Types of MR
Quantitative y Qualitative
y
Uses of MR
y y
y y
Filling in the gaps in knowledge Concept identification and exploration Identify relevant behaviour patterns Identify attitudes, beliefs, opinions
To shortlist options where a large no. of options exist Assessing comprehension, likeability, memory of business communication
Limitations of MR
It is not an exact science y Appreciation of the fact that there would be a difference from test conditions to actual practice y MR depends on responses. This can change depending on test conditions.
y
Validation is a problem. Element of subjectivity. y Biases can creep in owing to lesser skill of the MR team y Inadequate preparation and analysis can lead to erroneous conclusions y Lack of motivation due to MR not being appreciated by many companies
y
Exploratory Research
Literature surveys y Experience surveys y Analysis of selected cases
y
Descriptive Research
Case research y Statistical
y
Experimental Research
y
Manipulating one variable in a controlled environment, while holding all other variables constant
Simulation
y
Types of data
Primary observation, experimentation, survey y Secondary published information, guides, syndicated studies, technical manuals
y
Research Instruments
Cameras y VCRS y Tally sheets y Questionnaires y Tape recorders
y
Sampling
What sampling unit to be studied? y What should be the sample size? y What sampling procedure to be used? y What sampling method to be used?
y
Types of errors
Type I when a true hypothesis is rejected y Type II when a false hypothesis is accepted
y
Sampling techniques
Probability sampling y Non-probability sampling
y
Probability sampling
Simple random sampling y Systematic sampling y Stratified sampling y Cluster sampling
y
Qualitative Research
Open ended questionnaires y In depth interviews y Focus group discussions y Word association y Projective techniques y TAT tests y Ink blot tests
y
y y y
Scaling Techniques
Nominal y Ordinal y Interval y Ratio
y
Data analysis
y y y y y
y y y y y y
Regression Correlation Factor analysis Cluster analysis Multivariate analysis Discriminant analysis
Report Writing
y y y y y y
y y y y y y