This is the revised PPT with some slides added to help you in writing your assignment.

1. Rubric for Assignment 1
By Rama Krishna Kompella

2. Instructions
• The objective of the assignment (in-class
exam) is to make sure you recollect what is
asked, rather than just write the answers
without thinking
• Instead of coming up with rote / by-hearted
lines, try to come up with explanations in your
own words

3. Instructions
• The aim of the test is to know
– How well you understood the concepts discussed
in the class
– How well you can integrate them
– How you can use the concepts in some real life
situations

4. Question 1
• You have been hired by a company which is
planning to enter the textile market offering
uncrushable/wrinkle free shirts for the
working executives. How would you define
the marketing research problem in this case.

5. Question 1
• In order to answer this question, you need to
know the steps the company should follow in
order to define its research problem
• Explain each step within the context of the
company’s situation

7. Question 2
• Explain ‘Validity’ & ‘Reliability’. What
difficulties can a manager face while applying
scientific methods to marketing research?
• You need to first explain the terms, and their
relevance when used in research
• Have to provide at least one example for each
and contrast both of them
• Give real life issues which a manager might
face while applying scientific methods

8. Question 3
• Write short notes on:
– Methods of data collection in survey research.
– Secondary data analysis
• Provide a list of various data collection
methods used in survey research
• Explain each method along with the
prerequisites to use the method
• Limitations of each method

9. QUANTITATIVE RESEARCH - SURVEY
Survey
Methods
Telephone Personal Mail Electronic
In-Home By Random Personal Internet
E-mail
appointment Interviewing
Traditional Computer-Assisted
Mail Mail
Telephone Telephone
Interview Panel
Interviewing

11. What is Secondary Data?
• Data gathered and recorded
previously for purposes other than
the current project.
– Usually historical and already
assembled
– Require no access to respondents or
subjects

12. A Comparison of Primary and Secondary Data
__________________________________________________________________________
PRIMARY DATA SECONDARY DATA
________________________________________________________________
Collection purpose For the problem at hand For other problems
Collection process Very involved Rapid and easy
Collection cost High Relatively low
Collection time Long Short
______________________________________________________________________

13. Advantages
• Time savings
• Relevance
• Availability
• Obtainable in a short period of time
• Low cost
• Accessibility
• Complements primary data

14. Disadvantages
• May be inaccurate
• May be inconsistent
• Inconvenient to compare
• May be inaccessible
• Outdated information
• Collected for a purpose other than the
purpose at hand
• Variations in definitions of terms
• Different units of measurement

15. Is the Secondary Data appropriate for your
study?
• Is the subject matter consistent with your problem
definition?
• Do the data apply to the population of interest?
• Do the data apply to the time period of interest?
• Do the data appear in the correct units of
measurement?
• Do the data cover the subject of interest in
adequate detail?

16. Question 4
• Distinguish between exploratory, descriptive
and cross-sectional designs. Give suitable
examples for each. Do not copy paste the
examples already provided in your textbook
• Need to explain each design of research
• Explain the differences among the methods,
and the circumstances in which each design is
used
• An example for each design

17. Case Study – Konika case
• You need to do some background research
regarding the industry in order to come up
with proper research questions and
hypotheses
• The list of problems as well as research
proposal needs to be as comprehensive as
possible
• If required you can write some stuff in
advance while writing your proposal

18. Case Study – Konika case
• In order to gain some understanding about
the components of a research proposal, a
guideline is provided, for your reference and
will be posted on Facebook also
• The document will be just a guideline, and you
need to use it as a framework for your report

19. The Components of a Research Proposal
1. Title page of the research proposal
• A research proposal should be submitted with a title
page on which full particulars pertaining to the
following appear: the name of the researcher; student
number; course; and the following wording:
• Research proposal in preparation of a research project
with the following proposed detail:"..... “
• For example: "Consumer profiling and segmentation in
the area of used cars in the city of Hyderabad"
• Adapted from Brynard & Hanekom (1997): Introduction to research in Public Administration and related academic
disciplines; J L van Schaik Academic Publishers, Pretoria, pages 24- 26

20. The Components of a Research Proposal
1. Introduction
• Emphasise the importance of the proposed research
and describe the research topic or theme. This is
usually done in one or two paragraphs.
• In all cases it should be stated whether a relationship
exists between the proposed research and research
undertaken before. If no such research has been
undertaken previously, this should be pointed out.
• Adapted from Brynard & Hanekom (1997): Introduction to research in Public Administration and related academic
disciplines; J L van Schaik Academic Publishers, Pretoria, pages 24- 26

21. The Components of a Research Proposal
1. Motivation
• Present, as clearly as possible, the source of interest in
the topic or theme. Also motivate why the topic
justifies the research.
• Indicate what is proposed with the research. For
example, the topic was selected because of practical
problems experienced in the particular field.
• Adapted from Brynard & Hanekom (1997): Introduction to research in Public Administration and related academic
disciplines; J L van Schaik Academic Publishers, Pretoria, pages 24- 26

22. The Components of a Research Proposal
4. Preliminary survey/scrutiny of relevant literature
• Indicate that a literature survey was undertaken and that it
enabled the researcher to demarcate the research problem
clearly.
• Explain that relevant publications (books, legislation,
documents, files, etc.) have been consulted to determine
whether the envisaged research is not a duplication of
previous research.
• However, bear in mind that the actual research will often
require more than a survey of relevant literature. Therefore,
it is necessary also to indicate the other sources from which
data will be obtained
• Adapted from Brynard & Hanekom (1997): Introduction to research in Public Administration and related academic
disciplines; J L van Schaik Academic Publishers, Pretoria, pages 24- 26

23. Factors affecting Konica
• Quality of the product
• Price
• Promotions
• Image of the product
• Communication
• Availability

24. The Components of a Research Proposal
5. Problem description/statement
• Give a clear and concise description of the research
problem or question.
• The researcher should denote exactly what he or she
intends to do and what he or she wants to achieve with
the research. This description will later serve as the point
of departure for the wording of the title of the research
paper, dissertation or thesis.
• Adapted from Brynard & Hanekom (1997): Introduction to research in Public Administration and related academic
disciplines; J L van Schaik Academic Publishers, Pretoria, pages 24- 26

25. The Components of a Research Proposal
6. Formulation of a hypothesis
• Formulate a hypothesis which will form part of the
research proposal. Indicate whether the hypothesis is
inductive or deductive. Also indicate which variables
apply.
• Adapted from Brynard & Hanekom (1997): Introduction to research in Public Administration and related academic
disciplines; J L van Schaik Academic Publishers, Pretoria, pages 24- 26

26. The Components of a Research Proposal
7. Research methodology (This is also referred to as the
strategy for research)
• Clearly indicate
– the methods of data collection either within a quantitative or
qualitative methodology
– as well as the techniques for data collection, e.g. questionnaires, and
measurement (the validation of the techniques).
• Indicate whether field workers will be used to collect data
and whether computer programmes will be employed to
analyse the data.
• Adapted from Brynard & Hanekom (1997): Introduction to research in Public Administration and related academic
disciplines; J L van Schaik Academic Publishers, Pretoria, pages 24- 26

27. The Components of a Research Proposal
• The researcher should also indicate in this section of
the proposal which strategies will be followed during
the research (i.e. the actions and their sequence)
• For example, a questionnaire will be constructed
first, then the data will be analysed, followed by the
writing of the relevant chapter. Motivate the
particular actions and their sequence, and give target
dates for their completion.
• Identify the target population (universe), i.e. the
respondents and the sample sizes.
• Adapted from Brynard & Hanekom (1997): Introduction to research in Public Administration and related academic
disciplines; J L van Schaik Academic Publishers, Pretoria, pages 24- 26

28. Questions?