RESEARCH PURPOSE AND RESEARCH APPROACH

By: V S RANGARAJAN Posted on: 2008-02-27 ** Print Article ** ** Copy Article ** - Category Feed

Article Summary: New things are found out during the following occasions

RESEARCH PURPOSE AND RESEARCH APPROACH


I) Introduction

New things are found out during the following occasions

1) Start searching and keep searching for new things till you reach the end without knowing where the end is
2) New things are found out by accident
3) New things are found out by adopting systematic method of collection of data, compilation of data, analysis of data

Hence Research means ‘knowing the unknown’

The unknown need not be totally new. It may be a new knowledge within the known / routine practicing area

Research refers to knowing the unknown in any field irrespective of the field of study ( Business, Medical, Social science, etc )

If the research refers to business field ( viz ) Production, Marketing, Human Resource Development, Finance, etc ) the research is termed as Business Research

Research is knowing the unknown in a systematic way of Gathering, Processing, Analyzing and Finding solutions for the identified problems

Even though the word Research involves the collection of data, processing of data, analysis of data and arriving at conclusions the word Research is used only for collection of data in academic field

The Data collection approach is termed as the Research approach ( Historical, Exploratory, Descriptive and Experimental ) and the Data collection method is the method of collecting data either from Secondary source or from the Primary source

II ) Classification of Research

Basic Research

When research is conducted for the purpose of adding knowledge to the existing knowledge it is known as Basic research

example
The research conducted by the High Density Polyethylene industry to find out the Consumer’s perception on the advantages of using HDPE woven sacks over the Jute woven sacks used for packaging. The findings obtained in the research process may not be required for solving any problem on hand. The reason for conducting such research study may be for adding knowledge to the existing knowledge on the advantages of using HDPE sacks which may be stored in the MIS of the company for using it at later stages when required

Applied Research

Research when it is conducted for the purpose of solving a particular problem is known as Applied Research

Example
The research conducted by a company, Vinit polytex Ltd,a manufacturing company engaged in HDPE sacks, to find out the reasons for the declining trend in sales and to come out with suggestions for rectifying the problem

III) Purposes for conducting Market Research

Purpose of Research

Even though research activity is performed by the researchers with the objective of ‘Knowing the Unknown’ every research varies with the specific purpose on hand

1. Estimation purpose

Estimation only

example
Study to find out the per day consumption of Nescafe coffee among its customers
of Chennai city

2. Fact finding purpose

Finding the facts only

example
Factors which make the Nescafe coffee customers dissatisfied

3. Conclusion oriented purpose

Finding the facts
Arriving at conclusions

example

Study to conclude the Customers preference on Nescafe coffee compared to its competitors

4. Suggestion oriented purpose

Finding the facts
Arriving at conclusions
Coming out with suggestions

example
Study to come out with suggestions to increase the satisfaction level of the dissatisfied customers of the Nescafe coffee

5. Decision oriented purpose (Test of Significance )

Finding the facts
Arriving at conclusions
Taking decision

Example ( a )

Study to confirm that the customers of Chennai city consume at least two cups of Nescafe coffee every day

Example ( b )

Study to find out the effect of Paper packaging compared to Plastic packaging

6. Decision oriented purpose (Test of Relationship )

Finding the facts
Finding the facts on relationship between variables
Arriving at conclusions
Coming out with suggestions

example
Study to find out the relation between the brand preference towards Nescafe coffee and the occupation of the Chennai customers

7. Decision oriented purpose ( Test of Variance )

Finding the facts
Finding the facts on variance between samples
Finding the facts on variance within the samples

Example
Study to find out whether there is any difference between the Customers consumption pattern on Nescafe coffee of Chennai city and the Bangalore city and whether there is any difference within the customers of Chennai city itself

IV) Steps in Research Process

1) Defining the problem broadly
2) Literature survey
3) Exploratory research
4) Well defined problem
5) Assessment on resources availability
6) Deciding on the Population under study
7) Deciding on the approach on Data collection method
8) Research Design
a) Population design / Sampling Design
b) Data collection design
c) Statistical design
9) Data processing and Data Analysis
10) Findings
11) Conclusions and Suggestions

1)Defining the problem broadly

Understanding the problem
Estimating the Magnitude, Importance, Gene unity, etc
Cost Benefit Analysis in solving the problem identified

2) Literature survey

All the available data / information in the publication is scrutinized to get familiarized with the problem thoroughly
Desk Research is the search for information from the secondary data collecting the already published information in the magazines, news papers, journals, internet, etc

3)Exploratory research

To understand the problem more thoroughly and to arrive at meaningful hypothesis exploratory research.
Researchers use methods like small sample questioning survey with end users / experts / retailers and others, in depth surveys like projection techniques / indirect surveys, etc

4)Well defined Problem

Understanding the problem thoroughly to decide

1) What is the real problem ?
2) What exactly to find out ?
3) From whom to collect the data ?
4) The time duration to be considered for data ? etc

5)Assessment on resources availability and Research study management

Researcher needs to know the resources availability in terms of money, time, man power, infra structure, etc to know the strengths and also should arrive at the strategy to overcome the shortages
After assessing the availability of resources the researcher decides on the Planning, Organizing and Controlling strategies to implement the programmed research study

6)Defining the Population under consideration for study

Segmenting the population in convenient ways like ( consumption pattern, demography, etc )
Classifying the segments into very important , neither important nor unimportant, unimportant to decide on the course of action to collect data
Exactly arriving at the size of the population after taking all the segments into consideration

7) Deciding on the approach on Data collection method

Initial decision on data collection method
Whether to collect the data from the secondary source or from primary source
Which research approach to adopt ? Historical, Descriptive, Experimental or combination of one or more of these
If primary is selected whether to adopt Questioning research, Observation research or experiencing research
Depends on cost, time, accessibility, effort, quality of the required, etc

8)Research Design

a) Population / Sampling design ( whether to go for census survey or population survey, based on population, random / non random sampling methods, etc suitable sampling method is proposed )
b) Data collection design ( final decision on data collection method after knowing the sample size )
c) Statistical design ( Statistical analysis / Sampling inference )

9) Data Processing and analysis

The data thus collected will be a raw data and only after processing the raw data in the required format it becomes meaningful information
Processing involves Editing, Coding, Grouping and Tabulating of the raw data
Like the vegetable bought from the market needs elimination and preparation process before cooking the data collected also needs preparation before using for statistical analysis
Based on the purpose of research like studying the relationship between variables, variance factor within and between variables, etc suitable statistical tool ( viz ) chi square, ANOVA, etc will be used

10) Findings

Whether statistical analysis is used or not to arrive at findings in the research process, all the sub findings are consolidated into one major finding

11)Conclusions & Suggestions

The conclusions arrived will be based on the findings of the Analysis
The suggestions will be made on the conclusions arrived

V) Decision making stages of Research

The above mentioned steps of the Research process could be broadly split into the following stages according to the sequence of decision making activity

1) Deciding on the Research approaches
2) Deciding on the Research Plan / Research Design
3) Deciding on the Data collection activity
4) Deciding on the Data Analysis activity
5) Deciding on the presentation of the findings, conclusions and suggestions

The author wants to high light certain facts on the first activity Decision on the Research approach which is the starting point for the successful completion of the research with examples relating the Research purpose and the Research approach briefly explaining why a particular method is chosen in spite of existence of other available methods

After exploratory research the researcher decides on

Which Research approach to use?
Historical ( secondary source ),
Exploratory ( both secondary and primary sources on selective basis ),
Descriptive ( Primary source )
Experimental ( giving treatment to the experimental group and Primary source )
He decides Whom to ask? -
What to ask ?

The researcher decides the appropriate Route based on accuracy required, accessibility to data, resource availability to conduct the research, etc

VI) Research purpose and Research proposal

The researcher has to decide the Research Approach after deciding according to the purpose for which the research is conducted. This can be illustrated with the following examples. The for every study the researcher should not use questioning method. All the research studies are recommended first to conduct exploratory research then only experimental study

In the experimental study the researcher gives treatment on experimental group to measure the effect of treatment

1) Example

Study to find out the per day consumption of Nescafe coffee among its customers of Chennai city

To conduct this study the researcher can adopt any one of the following two routes

Route 1

1) Total population
2) Total coffee consumers
3) Total Nescafe brand coffee consumers
4) Per day consumption of coffee by the customers ( sample survey )
5) Multiply 3) & 4)

If the researcher uses Route 1 he will decide on the following
Exploratory research and Descriptive research

Route 2

1) Total sales of coffee in quantity last five years ( year wise )
2) Total sales of Nescafe brand coffee in quantity last five years ( year wise )
3) Total number of consumers consuming Nescafe coffee last five years ( year wise )
4) Divide Quantity of coffee consumed by number of consumers

If the researcher uses Route 2 he will decide on the following
Historical research

2) Example

Factors which make the Nescafe coffee customers dissatisfied

To conduct this study the researcher can adopt any one of the following two routes

Route 1

1) Contact the list of satisfied customers
2) Find out which are the attributes which make them satisfied
3) Checking whether the company provides those attributes

If the researcher uses Route 1 he will decide on the following Research approach
Exploratory research and Descriptive research


Route 2

1) Contact the dissatisfied customers
2) Find out which are the attributes which make them dissatisfied
3) Checking whether the company does not provide those attributes

If the researcher uses Route 2 he will decide on the following Research approach
Exploratory research and Descriptive research

Route 3

1) Checking the trend of the Customer complaints in the register over period of say three years

If the researcher uses Route 3 he will decide on the following Research approach
Historical Research

Route 4

1) Get the list of Distributors
2) Find out the feed back on the customer complaints

If the researcher uses Route 4 he will decide on the following Research approach
Historical Research, Exploratory research and Descriptive research

3) Example

Study to conclude the Customers preference on Nescafe coffee compared to its competitors

Example ( a )

Route 1

1) contacting customers of Nescafe coffee
2) Finding out their preference over other brands

If the researcher uses Route 1 he will decide on the following Research approach
Exploratory research and Descriptive research

Route 2

1) contacting the retailers of Nescafe coffee
2) Finding out the customer preference from them

If the researcher uses Route 2 he will decide on the following Research approach
Exploratory research and Descriptive research

Example ( b )

Study to find out the effect of Paper packaging compared to Plastic packaging

Route 1

1) contacting customers of Nescafe coffee
2) Finding out their preference of Paper packaging over Plastic packaging

If the researcher uses Route 1 he will decide on the following Research approach
Exploratory research and Descriptive research

Route 2

1) Displaying the product on the retailers show room with the Paper packaging
2) Getting information on sales figures from the retailers

If the researcher uses Route 2 he will decide on the following Research approach
Experimental Research

4) Example

Study to come out with suggestions to increase the satisfaction level of the dissatisfied customers of the Nescafe coffee

Route 1

1) contacting the customers
2) getting suggestions towards improvement

If the researcher uses Route 1 he will decide on the following Research approach
Exploratory research and Descriptive research

Route 2

1) contacting the experts in the field
2) getting opinion with structured / un structured questionnaire

If the researcher uses Route 2 he will decide on the following Research approach
Exploratory research

Route 3

1) contacting the Retailers
2) getting suggestions towards improvement

If the researcher uses Route 3 he will decide on the following Research approach
Exploratory research and Descriptive research

5) Example

Study to confirm that the customers of Chennai city consume at least two cups of Nescafe coffee every day

Route 1

1) contacting the customers
2) getting the information on Nescafe coffee consumption per day

If the researcher uses Route 1 he will decide on the following Research approach
Exploratory research and Descriptive research

If the researcher uses Route 1 he will decide on the following Research approach
Exploratory research and Descriptive research

6) Example

Route 1

Study to find out the relation between the brand preference towards Nescafe coffee and the occupation of the Chennai customers

1) contacting the customers
2) getting the information on their age and Nescafe coffee brand preference

If the researcher uses Route 1 he will decide on the following Research approach
Exploratory research and Descriptive research

7) Example

Study to find out whether there is any difference between the Customer’s consumption pattern on Nescafe coffee of Chennai city and the Bangalore city and whether there is any difference within the customers of Chennai city itself

Route 1

1) contacting the customers
2) getting the information on the consumption pattern of Nescafe coffee of Chennai customers and Bangalore customers

If the researcher uses Route 1 he will decide on the following Research approach
Exploratory research and Descriptive research

VII) Conclusion

Choosing the research approach is a very important decision research process since this is the foundation of the entire research exercise. Most of the examples quoted are relating to Marketing area and the same is applicable for other areas of business also.

Once the research process is finalized then the data collection method, processing of data, analysis of data and report preparation could be done based on the approach. To decide the research approach through exploratory research has to be conducted

Article Source: http://www.upublish.info

About the Author:
V S RANGARAJAN
EDUCATIONAL QUALIFICATION B TECH, MBA, M PHIL, ( PH D ) EXPERIENCE IDUSTRIAL CONSULTANCY 18 YEARS INDUSTRY 3 YEARS TEACHING 5 YEARS

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