RESEARCH PROCESS STAGES

Stages in Research process.

Stage 1: Formulating the Marketing Research Problem

Formulating a problem is the first step in the research process. In many ways, research starts with a problem that management is facing. This problem needs to be understood, the cause diagnosed, and solutions developed. However, most management problems are not always easy to research. A management problem must first be translated into a research problem. Once you approach the problem from a research angle, you can find a solution. For example, “sales are not growing” is a management problem.

Translated into a research problem, we may examine the expectations and experiences of several groups: potential customers, first-time buyers, and repeat purchasers. We will determine if the lack of sales is due to:

 Poor expectations that lead to a general lack of desire to buy, or

 Poor performance experience and a lack of desire to repurchase.

What then is the difference between a management problem and a research problem? Management problems focus on an action. Do we advertise more? Do we change our advertising message? Do we change an under-performing product configuration? If so, how? Research problems, on the other hand, focus on providing the information you need in orderto solve the management problem.

 

Stage 2: Method of Inquiry

The scientific method is the standard pattern for investigation. It provides an opportunity for you to use existing knowledge as a starting point and proceed impartially.

The scientific method includes the following steps:

1. Formulate a problem

2. Develop a hypothesis

3. Make predictions based on the hypothesis

4. Devise a test of the hypothesis

5. Conduct the test

6. Analyze the results

The terminology is similar to the stages in the research process. However, there are subtle differences in the way the steps are performed. For example, the scientific method is objective while the research process can be subjective.

Objective-based research (quantitative research) relies on impartial analysis.

The facts are the priority in objective research. On the other hand, subjective-based research (qualitative research) emphasizes personal judgment as one collect and analyze data.

Stage 3: Research Method

In addition to selecting a method of inquiry (objective or subjective), one must select a research method.

There are two primary methodologies that can be used to answer any research question:

 Experimental research and

 Non-experimental research.

Experimental research gives you the advantage of controlling extraneous variables and manipulating one or more variables that influences the process being implemented.

Non-experimental research allows observation but not intervention. One simply observes and reports on findings.

 

Stage 4: Research Design

The research design is a plan or framework for conducting the study and collecting data. It is defined as the specific methods and procedures one use to acquire the information needed.

 

Stage 5: Data Collection Techniques:

Research design will develop as researcher selects techniques to use. There are many ways to collect data. Two important methods to consider are interviews and observation.

Interviews require researcher to ask questions and receive responses.

Common modes of research communication include interviews conducted face-to-face, by mail, by telephone, by email, or over the Internet. This broad category of research techniques is known as survey research. These techniques are used in both non-experimental research and experimental research.

Another way to collect data is by observation. Observing a person’s or company’s past or present behavior can predict future purchasing decisions. Data collection techniques for past behavior can include analyzing company records and reviewing studies published by external sources. In order to analyze information from interview or observation techniques, researcher must record the results. Because the recorded results are vital, measurement and development are closely linked to which data collection techniques researcher decide on. The way researcher record the data changes depends on which method researcher uses.

 

Stage 6: Sample Design

Marketing research project rarely examine an entire population. It’s more practical to use a sample—a smaller but accurate representation of the greater population. In order to design sample, researcher must find answers to these questions:

1. From which base population is the sample to be selected?

2. What is the method (process) for sample selection?

3. What is the size of the sample?

Once researcher has established who the relevant population is (completed in the problem formulation stage), researcher have a base for sample. This will allow researcher to make inferences about a larger population. There are two methods of selecting a sample from a population:

 Probability or

 Non-probability sampling.

The probability method relies on a random sampling of everyone within the larger population.

Non- probability is based in part on the judgment of the investigator, and often employs convenience samples, or by other sampling methods that do not rely on probability. The final stage of the sample design involves determining the appropriate sample size. This important step involves cost and accuracy decisions. Larger samples generally reduce sampling error and increase accuracy, but also increase costs.

Stage 7: Data Collection

Once researcher established the first six stages, he can move on to data collection.

Depending on the mode of data collection, this part of the process can require large amounts of personnel and a significant portion of research budget. Personal (face-to-face) and telephone interviews may require researcher to use a data collection agency (field service). Internet surveys require fewer personnel, are lower cost, and can be completed in days rather than weeks or months. Regardless of the mode of data collection, the data collection process introduces another essential element to research project: the importance of clear and constant communication.

 

Stage 8: Analysis and Interpretation

In order for data to be useful, researcher must analyze it. Analysis techniques vary and their effectiveness depends on the types of information researcher is collecting, and the type of measurements been used. Because they are dependent on the data collection, analysis techniques should be decided before this step.

 

Stage 9: Research Report

The marketing research process culminates with the research report. This report will include all of information, including an accurate description of research process, the results, conclusions, and recommended courses of action. The report should provide all the information the decision maker needs to understand the project. It should also be written in language that is easy to understand. It’s important to find a balance between completeness and conciseness. Researcher don’t want to leave any information out; however, he can’t let the information get so technical that it overwhelms the reading audience.

One approach to resolving this conflict is to prepare two reports: the technical report and the summary report. The technical report discusses the methods and the underlying assumptions. In this document, researcher discusses the detailed findings of the research project. The summary report, as its name implies, summarizes the research process and presents the findings and conclusions as simply as possible. Another way to keep research findings clear is to prepare several different representations of findings. PowerPoint presentations, graphs, and face-to-face reports are all common methods for presenting research information. Along with the written report for reference, these alternative presentations will allow the decision maker to understand all aspects of the project.

Ref: Dr. H. Lakdawals's AMR notes