Research Methods | GG | BM36, MDI Gurgaon | LinkedIn: gunjgupta

Session #1
Let's delve into Session #1: "The Role of Research in Business," based on Chapter 1 of Zikmund's "Business Research
Methods." This session covers the foundational aspects of how research integrates into the business environment.

The Role of Research in Business

1. Definition and Importance of Research in Business

• Research in Business Context: It's a systematic inquiry that provides information to guide managerial
decisions. More than just data collection, it's a process of problem-solving that involves data analysis and
interpretation.

• Importance: Research equips businesses with vital information to stay competitive, innovate, and address
customer needs effectively.

2. Types of Business Research

• Exploratory Research: Used for initial understanding; helps to identify problems or opportunities.

• Descriptive Research: Addresses the “who, what, when, where, and how” of a subject.

• Causal Research: Determines cause-and-effect relationships.

3. The Research Process

• Steps:

1. Identifying and defining the problem.

2. Planning the research design.

3. Collecting data.

4. Analyzing data.

5. Reporting and presenting findings.

4. Challenges in Business Research

• Complexity: Problems are often multi-faceted and require comprehensive approaches.

• Resource Constraints: Time, budget, and manpower limitations.

• Dynamic Business Environment: Rapid changes in markets and consumer behavior.

5. Research Ethics

• Importance: Ethical research builds trust and credibility.

• Concerns: Data privacy, consent, and honest reporting of findings.

6. Technology in Research

• Advanced tools and software have transformed data collection and analysis processes, making them more
efficient and accurate.

7. Application of Research in Decision-Making

• Research findings are integral to strategic planning, marketing strategies, financial planning, and human
resource management.

Memorization Tips
 Research Methods | GG | BM36, MDI Gurgaon | LinkedIn: gunjgupta
• Acronyms: Create acronyms for lists, like CRP for the steps of the Research Process (Collect, Report, Plan).

• Storytelling: Relate the concepts to a story or scenario in a business context.

• Association: Link new concepts with what you already know. For instance, associate 'Exploratory Research'
with exploring a new city.

• Repetition: Regularly revisit these notes.

• Discussion: Discuss these topics with peers to reinforce understanding.

For the Project: Business Problem Statements

• Focus: Identifying a business problem or opportunity to apply research methods.

• Approach: Start by observing a business process or a market trend. Ask questions: What is unknown? What
decisions need to be made?

• Statement Development: Be clear, concise, and specific in defining the problem or opportunity.

Session #2 & 3
1. The Role of Theory in Research

• Theory Definition: A systematic explanation of a phenomenon; it establishes a relationship between factors.

• Importance in Business Research: Guides the research process; helps in formulating hypotheses and
understanding relationships.

2. Developing Theoretical Framework

• Components: Concepts, constructs, and variables.

• Process: Identifying relevant theories, reviewing literature, and linking theories to your research problem.

3. Hypothesis Development

• Hypothesis: A testable statement predicting a relationship between variables.

• Types: Null (no effect) and alternative (expected effect).

• Importance: Serves as a focal point for research; directs data collection and analysis.

4. Variables in Research

• Types: Independent (cause), Dependent (effect), Moderating, and Mediating.

• Operationalization: Defining how variables will be measured and analyzed.

5. Research Design

• Definition: The blueprint for collecting, measuring, and analyzing data.

• Types: Exploratory, Descriptive, and Causal.

• Selection: Depends on the research question, hypothesis, and available resources.

6. Quantitative and Qualitative Research

• Quantitative Research: Focuses on numerical data, often using statistical analysis.

• Qualitative Research: Emphasizes non-numerical data like texts, interviews, or observations.

Memorization Tips for Sessions #2 and #3

 Research Methods | GG | BM36, MDI Gurgaon | LinkedIn: gunjgupta
• Mnemonics: Create mnemonics for remembering variable types (IDMM - Independent, Dependent,
Moderating, Mediating).

• Visualization: Visualize the flow from theory to hypothesis to research design.

• Associations: Link the concepts of theory and hypothesis with everyday decision-making processes.

• Real-world Examples: Apply these concepts to real business scenarios for better understanding.

Project: Concept Development & Group Formation

• Objective: Form groups and develop a concept for your research project.

• Approach: Identify a common area of interest, discuss various theories and hypotheses that could be explored.

• Group Dynamics: Focus on diverse skill sets and interests for a balanced team.

Session #4
Session #4 delves into "Research Problem Definition & Research Proposal," based on Chapter 6 of Zikmund's "Business
Research Methods." This session is pivotal as it lays the foundation for any research project.

Session #4: Research Problem Definition & Research Proposal

1. Defining the Research Problem

• Importance: The clarity and precision of the research problem determine the direction and scope of the study.

• Components: Clear, unambiguous statement of the problem or opportunity.

• Process: Involves understanding the context, consulting stakeholders, reviewing literature, and narrowing
down the focus.

2. Elements of a Good Research Problem

• Specificity: Clear and focused to guide research.

• Relevance: Importance to the field or stakeholders.

• Feasibility: Practically achievable within resource constraints.

3. Formulating Research Questions and Objectives

• Research Questions: Specific queries the research aims to answer.

• Objectives: Broad goals of the research.

4. Literature Review

• Purpose: To understand current knowledge on the topic, identify gaps, and establish a theoretical foundation.

• Sources: Academic journals, books, industry reports, etc.

5. Conceptual Framework

• Developing a model or conceptual map to link theory, variables, and hypotheses.

6. Research Proposal Components

• Introduction: Context and background of the problem.

• Statement of the Problem: Clear, concise description of the issue.

• Literature Review: Summary of existing research.

• Conceptual Framework: Theories and concepts underpinning the research.

 Research Methods | GG | BM36, MDI Gurgaon | LinkedIn: gunjgupta
• Methodology: Research design, data collection methods, and analysis plan.

• Expected Outcomes: Potential findings and their implications.

• Timeline and Budget: Detailed plan of execution and financial requirements.

Memorization Tips for Session #4

• Acronyms: For example, PRIME for the elements of a good research problem (Practical, Relevant, Informative,
Measurable, Ethical).

• Visualization: Draw a flowchart linking problem definition to research proposal components.

• Storytelling: Frame the development of a research problem and proposal as a narrative.

• Repetition and Review: Regularly revisit these concepts to reinforce memory.

Project: Project Proposal Presentation

• Goal: Present a well-structured research proposal based on a defined problem.

• Focus: Emphasize clarity in problem definition and robustness in proposed methodology.

• Presentation Skills: Clear communication, effective use of visuals, and engaging storytelling.

Session #5
Session #5 focuses on "Secondary Data Research and Critically Reviewing the Literature," referencing Chapters 2 and 8
of Zikmund's "Business Research Methods." This session is critical for understanding how to effectively use existing
information in research.

Session #5: Secondary Data Research and Critically Reviewing the Literature

1. Secondary Data Research

• Definition: The use of existing data that was collected for a purpose other than the current research.

• Sources: Government publications, industry reports, academic journals, books, online databases, etc.

• Advantages: Cost-effective, time-saving, provides a broad scope.

• Limitations: May not fit specific research needs, potential issues with data quality and relevance.

2. Evaluating Secondary Data

• Criteria: Relevance, accuracy, currency, and reliability.

• Process: Assess the source's credibility and the data's applicability to the research question.

3. Critically Reviewing the Literature

• Purpose: To build a foundation for the study by understanding existing research and identifying gaps.

• Approach: Systematic, thorough, and unbiased review of current and relevant literature.

4. Writing a Literature Review

• Structure: Introduction (context and importance), body (thematic or chronological analysis), conclusion
(summary and identification of gaps).

• Critical Analysis: Not just summarizing, but also evaluating the strengths, weaknesses, and contributions of
each piece of literature.

5. Synthesizing Literature
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• Goal: To integrate findings from various sources to form a cohesive understanding of the topic.

• Techniques: Comparing, contrasting, and relating studies to each other and to the research problem.

Memorization Tips for Session #5

• Acronym: CARE for evaluating secondary data (Currency, Accuracy, Relevance, Efficiency).

• Visualization: Create a diagram showing the flow from literature review to identifying research gaps.

• Examples: Relate the concepts to real-world scenarios or past academic experiences.

• Repetition: Regular review and discussion of these concepts.

Project: Writing Literature Review

• Objective: Develop a comprehensive and critical literature review for the research project.

• Focus: Ensure thoroughness in coverage, depth in analysis, and clarity in writing.

• Guidance: Utilize library resources effectively and seek feedback from peers and instructors.

Session #6
Session #6 of your MBA Research Methods course addresses "Research Ethics," drawing from Chapter 5 of Zikmund's
"Business Research Methods." This session is crucial for understanding the ethical considerations in business research.

Session #6: Research Ethics

1. Importance of Ethics in Research

• Definition: Ethics in research refers to the code of conduct that researchers must follow to respect the rights
and well-being of their subjects and maintain integrity in their work.

• Significance: Upholding ethics is essential to maintain trust, credibility, and legitimacy in research.

2. Ethical Issues in Business Research

• Informed Consent: Participants must be informed about the nature of the study and consent to participate.

• Confidentiality: Researchers must protect the identity and privacy of participants.

• Data Integrity: Ensuring accuracy and honesty in data collection, analysis, and reporting.

• Avoidance of Deception: Being transparent about the purpose and methods of the research.

• Fair Treatment: Ensuring no participant is unfairly advantaged or disadvantaged.

3. Institutional Review Boards (IRBs)

• Role: IRBs review research proposals to ensure ethical standards are met, particularly in studies involving
human subjects.

• Function: Evaluating risks to participants, consent processes, and the overall ethical considerations of the
study.

4. Ethical Dilemmas in Research

• Examples: Balancing confidentiality with the need for transparency, addressing conflicts of interest.

• Resolution: Requires careful consideration of ethical guidelines, stakeholder interests, and potential impacts.

5. Global Research Ethics

• Challenges: Different countries and cultures may have varying ethical standards and legal requirements.
 Research Methods | GG | BM36, MDI Gurgaon | LinkedIn: gunjgupta
• Approach: Be aware of and respectful toward international ethical norms and legal regulations.

Memorization Tips for Session #6

• Acronym: CREATE for key ethical issues (Consent, Respect, Equity, Accuracy, Transparency, Ethics).

• Real-life Examples: Relate each ethical principle to a real-world scenario or case study.

• Discussion and Debate: Engage in discussions or debates on ethical dilemmas to deepen understanding.

• Regular Review: Revisit the ethical principles periodically to reinforce memory.

Importance in Your MBA Journey

Understanding and adhering to research ethics is fundamental not just in academia but also in the corporate world.
Ethical research practices are critical to ensuring the validity and acceptability of your research findings and maintaining
your professional integrity.

Session #7
Session #7 focuses on "Research Philosophies and Approaches (Qualitative & Quantitative Designs)," incorporating
insights from the article "Exploring Diversity in Consumer Research." This session is essential for understanding
different methodologies in business research.

Session #7: Research Philosophies and Approaches

1. Research Philosophies

• Positivism: Assumes reality is stable and can be observed and described from an objective viewpoint without
interfering with the phenomena being studied.

• Interpretivism: Focuses on the subjective meaning and the complexity of human experience, believing that
reality is shaped by human experiences and social contexts.

2. Qualitative Research Design

• Nature: Subjective, exploratory, and interpretive.

• Methods: Interviews, focus groups, observation, content analysis.

• Data Analysis: Thematic analysis, narrative analysis, discourse analysis.

• Suitability: Best for understanding the depth of phenomena, exploring new ideas, or in situations where
numerical data is insufficient.

3. Quantitative Research Design

• Nature: Objective, conclusive, and deductive.

• Methods: Surveys, questionnaires, experiments, statistical analysis.

• Data Analysis: Statistical procedures, numerical comparison.

• Suitability: Best for testing hypotheses, measuring variables, and generalizing results to larger populations.

4. Mixed Methods

• Definition: Combines both qualitative and quantitative research methods.

• Advantage: Provides a more comprehensive understanding by capturing the richness of qualitative data and
the reliability of quantitative data.
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5. Choosing the Right Approach

• Based on: Research question, objectives, available resources, and the nature of the subject matter.

Memorization Tips for Session #7

• Mnemonics: Use PQM (Positivism, Qualitative, Quantitative, Mixed) to remember the research philosophies
and approaches.

• Associations: Link each method with a real-world research scenario or example.

• Repetition: Regularly revisit and discuss these concepts to enhance recall.

• Visualization: Create a simple chart or diagram to visualize the differences and applications of each research
approach.

Application in Consumer Research

• Qualitative Methods: Useful in understanding consumer motivations and experiences.

• Quantitative Methods: Effective in measuring consumer trends, behaviors, and preferences.

Session #8 & #9
Sessions #8 and #9 in your MBA Research Methods course are centered on "Exploratory Research: Qualitative Research
Tools," as outlined in Chapter 7 of Zikmund's "Business Research Methods." These sessions are pivotal for
understanding how to conduct qualitative research effectively.

Session #8 & #9: Exploratory Research: Qualitative Research Tools

1. Understanding Exploratory Research

• Definition: A type of research primarily focused on gaining insights and understanding of the underlying
reasons and motivations behind a particular phenomenon.

• Purpose: To explore a problem or situation more thoroughly, develop hypotheses, and establish a research
direction.

2. Qualitative Research Tools

• In-depth Interviews: Personal, one-on-one interviews that provide deep insights into individual perspectives.

• Focus Groups: Group discussions led by a moderator to explore perceptions and opinions on a specific topic.

• Observation: Direct or indirect monitoring of subjects in their natural environment.

• Case Studies: Comprehensive examination of specific instances or cases in a real-world context.

3. Conducting In-depth Interviews

• Preparation: Develop a semi-structured interview guide with open-ended questions.

• Execution: Build rapport, listen actively, and encourage detailed responses.

• Analysis: Look for themes, patterns, and insights in the responses.

4. Conducting Focus Groups

• Preparation: Carefully select participants and design discussion questions.

• Moderation: Facilitate open discussion, ensure equal participation, and manage group dynamics.

• Analysis: Identify common themes, group opinions, and divergent views.

5. Hypothesis Formulation in Qualitative Research

 Research Methods | GG | BM36, MDI Gurgaon | LinkedIn: gunjgupta
• Process: Based on insights and patterns identified in qualitative data.

• Characteristics: Hypotheses are tentative and exploratory, serving as a preliminary step for further quantitative
research.

Memorization Tips for Sessions #8 and #9

• Acronym: IF-OC (In-depth Interviews, Focus groups, Observation, Case studies) for remembering qualitative
tools.

• Real-world Examples: Relate each qualitative tool to a specific business research scenario.

• Repetition and Practice: Regularly review and apply these concepts in practical exercises or discussions.

• Storytelling: Frame each research tool within a narrative to make it more memorable.

Project: Conducting Focus Groups/In-depth Interviews & Hypothesis Formulation

• Objective: Apply qualitative research tools to gather data and formulate hypotheses.

• Approach: Conduct in-depth interviews or focus groups on a chosen topic, analyze the data, and develop
hypotheses based on the findings.

Session #10 & 11

Sessions #10 and #11 focus on "Survey Research," using Chapters 10 and 11 of Zikmund's "Business Research
Methods," and incorporate the case study "Juice Guys-A." These sessions are crucial for understanding how to
effectively design and conduct survey research.

Session #10 & #11: Survey Research

1. Introduction to Survey Research

• Definition: A research method involving the use of standardized questionnaires or interviews to collect data
from a specific population.

• Purpose: To gather quantitative data about people’s behaviors, attitudes, and opinions.

2. Designing a Survey

• Questionnaire Development: Crafting questions that are clear, unbiased, and relevant to the research
objectives.

• Types of Questions: Closed-ended (fixed responses) and open-ended.

• Layout and Ordering: Logical sequence, easy to navigate, and visually appealing.

3. Sampling in Survey Research

• Sampling Techniques: Probability (random) and non-probability (convenience, judgmental) sampling.

• Sample Size: Determined by the population size, margin of error, and confidence level.

4. Data Collection Methods

• Online Surveys: Via email or web platforms.

• Telephone Interviews: Real-time responses but can be time-consuming.

• Mail Questionnaires: Broad reach but lower response rates.

• In-person Interviews: High quality of data but costly and time-intensive.

 Research Methods | GG | BM36, MDI Gurgaon | LinkedIn: gunjgupta
5. Ensuring Validity and Reliability

• Validity: Ensuring the survey measures what it is intended to measure.

• Reliability: Consistency in the measurement process over time.

6. Analyzing and Interpreting Survey Data

• Data Analysis: Use statistical tools to analyze responses.

• Interpretation: Draw conclusions and make inferences based on the data collected.

Memorization Tips for Sessions #10 and #11

• Acronym: SDRS (Survey Design, Data collection, Reliability, Sampling) for key aspects of survey research.

• Analogies: Compare survey elements to everyday concepts (e.g., questionnaire design to crafting a story).

• Repetition: Regular review of the concepts to enhance recall.

• Practical Application: Relate the survey research process to a real-world scenario for better understanding.

Case Study: Juice Guys-A

• Focus: Apply survey research concepts to a practical business case.

• Objective: Understand the challenges and considerations in designing and conducting survey research in a real
business context.

PPT – Introduction
The PowerPoint presentation titled "Introduction" focuses on the body of knowledge related to decision making in
management, particularly emphasizing the role of Operations Research (OR), Management Science, and various
decision sciences. Key points include:

1. Operations Research: Defined as a scientific approach to decision making. It involves algorithms for effective
problem-solving and has extensive applications in engineering, business, and public systems.

2. Terminology: Different regions use various terms like Operational Research, Management Science, and
Decision Science interchangeably.

3. Problem Solving Steps: The process involves identifying and defining the problem, determining alternative
solutions, evaluating these alternatives, and making a decision. The implementation and evaluation of the
chosen alternative are also crucial.

4. Quantitative Analysis in Decision Making: It focuses on quantitative facts or data, using mathematical
expressions to describe objectives, constraints, and relationships in a problem.

5. Models: Different forms of models - iconic, analog, and mathematical - are used for representation and
analysis. The advantages of using models include time and cost efficiency, and reduced risk.

6. Mathematical Models: These involve objective functions, constraints, uncontrollable inputs, and decision
variables. They can be deterministic or stochastic.

7. Practical Applications: Examples like project scheduling and mathematical models for specific business
scenarios are given to illustrate the application of these concepts in real-world situations.

PPT – Session 1 Class

The "Introduction to Business Research" presentation covers essential aspects of business research:
 Research Methods | GG | BM36, MDI Gurgaon | LinkedIn: gunjgupta
1. Definition and Purpose: Business research involves systematic, methodical, and ethical inquiry to solve
problems and increase knowledge. It includes reviewing existing knowledge, investigating problems, providing
new solutions, exploring issues, creating procedures, explaining phenomena, or generating new knowledge.

2. Business Research Defined: This involves applying the scientific method to find the truth about business
phenomena, focusing on idea development, problem definition, information collection, data analysis, and
communicating findings.

3. Research Approaches: Quantitative (emphasizing numerical data collection and analysis) and qualitative
(focusing on subjective aspects like values and perceptions). Both applied (specific business decisions) and
basic (general knowledge expansion) research types are discussed, along with deductive (from general to
specific) and inductive (from specific to general) approaches.

4. The Scientific Method: This method is used for reaching objective conclusions, involving the analysis and
interpretation of empirical evidence.

5. Managerial Value of Business Research: The presentation discusses various business orientations (product,
production, marketing) and the decision-making process, including problem identification, diagnosis, action
implementation, and evaluation.

6. When Business Research is Needed: Factors like time constraints, data availability, decision nature, and cost-
benefit analysis determine the need for research.

7. What Business Research is Not: It's differentiated from mere information gathering or transportation of facts,
emphasizing its contribution to new knowledge.

PPT – Session 2 Class

The "Business Research Process" presentation outlines the systematic approach to business research, focusing on:

1. Research Contribution to Decision Making: Clarifying situations, defining firms, enhancing practices, strategic
direction, testing business strategies, and assessing theories.

2. Decision Making Terms: Differentiates between business opportunities, problems, and symptoms.

3. Decision Making Process: Developing and selecting alternatives to resolve problems or capitalize on
opportunities.

4. Conditions Affecting Decision Making: Certainty, uncertainty, and ambiguity in decision environments.

5. Types of Business Research: Exploratory (clarifying ambiguous situations), Descriptive (describing

characteristics and addressing who, what, when, where, why, and how questions), and Causal (identifying
cause and effect relationships).

6. Research Process Stages: Defining objectives, research design planning, sampling planning, data collection,
data analysis, conclusion formulation, and report preparation.

7. Exploratory Research Techniques: Literature reviews, pilot studies, pretests, and focus groups.

8. Research Design: Selecting the appropriate methodology based on objectives, data sources, urgency, and cost.

9. Data Collection and Analysis: Gathering data through various methods, editing, coding, and applying statistical
analysis.

10. Reporting: Interpreting results, drawing conclusions, and preparing a report that fulfills research objectives.

PPT – Survey Research Class

The presentation on "Survey Research" covers key aspects:
 Research Methods | GG | BM36, MDI Gurgaon | LinkedIn: gunjgupta
1. Survey Research Basics: Focuses on the use of surveys for data collection, defining respondents, and the
importance of representative sample surveys.

2. Objectives and Uses: Surveys aim to describe phenomena, attitudes, or behaviors, and can be both
quantitative and qualitative.

3. Effective Survey Properties: Emphasizes clarity, completability, processability, analyzability, and timeliness.

4. Advantages: Surveys are quick, inexpensive, efficient, and accurate for gathering information.

5. Common Errors: Discusses random sampling error, systematic error, sample bias, and respondent errors,
including nonresponse and response biases.

6. Classifying Survey Methods: Based on communication methods (personal, telephone, mail, internet surveys),
questionnaire structure (structured/unstructured, disguised/undisguised), and time frame (cross-sectional,
longitudinal studies).

7. Total Quality Management (TQM): TQM in surveys, stages of quality improvement, and key quality
dimensions.

PPT – Survey Research 1 Class

The presentation "Survey Research: Communicating with Respondents" focuses on various survey methods and their
characteristics:

1. Interactive and Non-Interactive Approaches: Interactive surveys like personal and electronic interviews allow
two-way communication, while non-interactive ones like self-administered mail and Internet surveys are more
static.

2. Personal Interviews: These provide opportunities for feedback, probing complex answers, and using visual aids
but can be costly and subject to interviewer bias.

3. Telephone Interviews: They are fast and cost-effective but have limitations in visual communication and
respondent engagement.

4. Mail and Internet Surveys: These methods offer advantages like cost-effectiveness and respondent
convenience but face challenges in response rates and potential biases.

5. Pretesting Survey Instruments: Essential for identifying design flaws before full implementation.

6. Ethical Considerations: Highlights the importance of respecting respondents' privacy, avoiding deception, and
ensuring data confidentiality.

Mid-Term Answers
NMP 35
1. What type of research design would you recommend in the situations below? For each applied business research
project, what might be an example of a "deliverable"? Which do you think would involve actually testing a research
hypothesis? (10 marks)

a. The manufacturer Of flight simulators and pilot training equipment wishes to forecast sales volume for the next
five years

b. A local chapter of the American Lung Association wishes to identify the demographic

characteristics of individuals who donate more than $500 per year.

c. A researcher wishes to identify who plays bingo.

d. A human rescurce manager wants to determine the most important benefits of an employee health plan.
 Research Methods | GG | BM36, MDI Gurgaon | LinkedIn: gunjgupta
e. A research for the purpose of evaluating potential names for a corporate spin-off.

Answer: a. Predictive research design. Deliverable: Five-year sales forecast report. Hypothesis testing on market
trends.

b. Descriptive research design. Deliverable: Report on demographic characteristics of high-value donors.

c. Exploratory research design. Deliverable: Demographic profile of bingo players.

d. Descriptive research design. Deliverable: Ranked list of valued employee health benefits.

e. Explorative research design. Deliverable: Market research report on potential corporate spin-off names.
Hypothesis testing on name preferences.

2. What potential sources of error might be associated with the following research situations? (10 marks)

a. In a survey of frequent fliers age 50 and older, researchers concluded that price does not play a significant role in
airline travel because only 25 percent of the respondents check off price as the most important consideration in
determining where and how they travel, while 35 percent rated price as unimportant.

The potential sources of error in the survey of frequent fliers age 50 and older could include:

• Sampling Bias: The sample may not represent all age groups or frequency of flying.

• Non-Response Bias: Those who feel strongly about prices may have been more likely to respond.

• Survey Design Bias: The way questions are worded or the options provided can influence responses.

• Social Desirability Bias: Respondents might not want to appear cheap or cost-focused to researchers.

b. A survey of voters finds that most respondents do not like negative political ads—that is, advertising by one
political candidate that criticizes or exposes secrets about the opponent’s “dirty laundry.”

Potential sources of error in this survey might include:

• Social Desirability Bias: Respondents might report disliking negative ads because they believe it's the socially
acceptable answer.

• Wording Bias: The question's phrasing might lead respondents to a particular type of response.

• Selection Bias: The sample might not be representative of all voters, especially if the survey was not
distributed widely.

• Response Bias: Some individuals may not be truthful if they think their true opinion might be judged
negatively.

c. Researchers who must conduct a 45-minute personal interview decide that they will offer Rs 1000 to each
respondent because they believe that people who will sell their opinions are more typical than someone who will
talk to a stranger for 45 minutes.

The potential sources of error could include:

• Motivation Bias: Monetary incentive might influence the type of individual who chooses to participate,
attracting those more interested in the reward than the interview topic.

• Non-Response Bias: Potential respondents not motivated by money may choose not to participate, skewing
the sample.
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• Behavioral Bias: Knowing they are being paid, respondents might give answers they believe the researchers
want to hear, rather than their true opinions.

d. A company’s sales representatives are asked what percentage of the time they spend making presentations to
prospects, traveling, talking on the telephone, participating in meetings, working on the computer, and engaging in
other on-the-job activities.

The potential sources of error could include:

• Recall Bias: Relying on memory for time allocation can lead to inaccurate estimates.

• Desirability Bias: Sales representatives might overreport activities they believe are valued more by the
company.

• Estimation Error: Difficulty in accurately estimating time percentages without concrete logging.

• Ambiguity in Activities: Overlapping activities (e.g., traveling while on the phone) could lead to double-
counting or underreporting time.

e. A survey comes with a water hardness packet to test the hardness of the water in a respondent’s home. The
packet includes a color chart and a plastic strip to dip into hot water. The respondent is given instructions in six steps
on how to compare the color of the plastic strip with the color chart that indicates water hardness.

Potential sources of error include:

• User Error: Mistakes in following the test steps could lead to incorrect results.

• Interpretation Error: Subjective interpretation of the color match could vary significantly between
individuals.

• Equipment Inaccuracy: The quality and calibration of the color chart and plastic strip could impact the
results.

• Test Condition Variability: Differences in water temperature or lighting when comparing the strip to the
chart could affect color perception.

3. Consider the following list, and indicate and explain whether each best fits the definition of a problem,
opportunity, or symptom: (10 marks)

• A 12.5% decrease in store traffic for a children's shoe store in a medium-sized city mall.
• Wal-Mart's stock price has decreased 25% between 2007 and 2009.
• A furniture manufacturer and retailer in North Carolina reads a research report indicating consumer
trends toward Australian Jara and Kari wood. The export of these products is very limited and very
expensive.
• Marlboro reads a research report written by the U.S. FDA. It indicates that the number of cigarette
smokers in sub-Saharan Africa is expected to increase dramatically over the next decade.

• A 12.5% decrease in store traffic for a children's shoe store is a symptom. It indicates an underlying problem
such as increased competition, poor marketing, or a shift in consumer preferences.

• Wal-Mart's stock price decrease of 25% between 2007 and 2009 is also a symptom. The stock price is often a
reflection of multiple factors including company performance, market conditions, and investor sentiment.
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• A furniture manufacturer discovering a trend toward Australian Jara and Kari wood represents an
opportunity. This trend could allow the company to differentiate its products and capture a new market
segment if it can navigate the challenges of limited and expensive supplies.

• Marlboro learning from an FDA report that the number of smokers in sub-Saharan Africa is expected to rise is
an opportunity. This demographic change could represent a new market for their products, assuming they
address any regulatory and ethical considerations.

NMP 34

1. What type of research design would you recommend in the situations below? For each applied business research
design project, what might be the ‘deliverables’ (results)? Which do you think would involve testing a research
hypothesis? (20)
• Ranking the key factors new college graduates are seeking in their first career position.
• Estimating the 5-year sales potential for CT scan machines in the Metropolitan cities in India.
• Testing the effect of “casual day” on employee job satisfaction
• A food company researcher wishes to know what types of food are carried out in packed lunches to learn if
the company can enter the market.

1. Research Design Recommendations and Deliverables:

• Ranking Key Factors for New Graduates: A descriptive research design is suitable. The deliverable
could be a ranked list of factors based on a survey of recent graduates. This study might not involve
testing a hypothesis but rather ranking based on preferences.
• Estimating Sales Potential for CT Scan Machines: This scenario requires a predictive research design,
using historical data and market analysis. Deliverables would include a forecast report with estimated
sales figures. This may involve hypothesis testing related to market trends and consumer behavior.
• Effect of "Casual Day" on Job Satisfaction: An experimental or quasi-experimental design is suitable,
comparing employee satisfaction on casual days versus regular days. Deliverables would be analysis
results showing satisfaction levels. This definitely involves testing a hypothesis about the causal
relationship between casual days and job satisfaction.
• Types of Food in Packed Lunches: An exploratory or descriptive research design is recommended. The
deliverable could be a report detailing the types of food commonly included in packed lunches, guiding
market entry decisions. This may not involve a hypothesis but rather an exploration of current trends.
Each scenario requires a tailored approach, focusing on the specific objectives and nature of the research
question.

2. Develop a scale (set of items) for measuring each of these concepts: (10 marks)

• A good bowler
• Purchasing intention of i-phone
• A workaholic
• A risk-averse investor

To develop scales for measuring the listed concepts, consider these approaches:

• A Good Bowler:

• Accuracy: Rate the ability to hit targets consistently.

• Speed: Evaluate the average bowling speed.

• Spin: Assess the skill in spinning the ball.

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• Consistency: Evaluate performance consistency over games.

• Adaptability: Measure ability to adapt to different lanes/bowling conditions.

• Purchasing Intention of iPhone:

• Brand Attraction: Level of attraction to the Apple brand.

• Feature Appeal: Rate appeal of specific iPhone features (camera, design, etc.).

• Price Willingness: Willingness to pay iPhone prices.

• Peer Influence: Influence of friends/family on decision.

• Upgrade Intention: Intention to upgrade from a current phone.

• A Workaholic:

• Hours Worked: Average hours worked per week.

• Work Engagement: Level of engagement in work-related activities.

• Leisure Sacrifice: Willingness to sacrifice leisure for work.

• Work Priority: Rating of work as a life priority.

• Stress Levels: Perceived stress related to work.

• A Risk-Averse Investor:

• Investment Safety: Preference for safe investments.

• Market Fluctuation Concern: Concern about market volatility.

• Long-Term Focus: Focus on long-term vs. short-term gains.

• Diversification: Tendency to diversify investments.

• Return Expectations: Expectations for investment returns.

Each scale should be tested for reliability and validity to ensure accurate measurement.

3. Comment of the sampling error for the following: (20 marks)

• A researcher investigating public health issues goes into a junior high school classroom and asks the students
if they have ever smoked a cigarette. The students are asked to respond orally in the presence of other
students. What types of errors might enter into this process? What might be a better approach?
• A survey comes with a water hardness packet to test the hardness of the water in a respondent’s home. The
packet includes a color chart and a plastic strip to dip into hot water. The respondent is given instruction in six
steps on how to compare the color of the plastic strip with the color chart that indicates water hardness

1. Public Health Research in a Classroom:

• Potential Errors:

• Social Desirability Bias: Students may answer untruthfully due to peer presence.

• Sampling Bias: Only junior high students are surveyed, limiting generalizability.

• Better Approach: Anonymous written surveys distributed across a wider age range and varied
educational settings for a more representative sample.

2. Water Hardness Survey:

• Potential Errors:
 Research Methods | GG | BM36, MDI Gurgaon | LinkedIn: gunjgupta
• User Error: Incorrect execution of test steps by respondents.

• Interpretation Bias: Variability in color perception among individuals.

• Better Approach: Use a simpler, more user-friendly test method or provide a digital tool for more
accurate measurement and interpretation.

NMP 33
Q1. What type of research design would you recommend in the situations below? For each applied business research
design project, what might be the ‘deliverables’ (results)? Which do you think would involve testing a research
hypothesis? (20 marks)

Ranking the key factors new college graduates are seeking in their first career position.

Estimating the 5 year sales potential for CT scan machines in the Metropolitan cities in India.

Testing the effect of “casual day” on employee job satisfaction

A food company researcher wishes to know what types of food are carried out in packed lunches to learn if the
company can enter the market.

Research Design Recommendations:

• Ranking Key Factors for New Graduates: Exploratory or descriptive design to survey graduates, identifying
their preferences. Deliverable: A report ranking these factors. Hypothesis Testing: Likely not, more explorative.

• Estimating Sales Potential for CT Scan Machines: Predictive model using market analysis and historical data.
Deliverable: A detailed forecast report. Hypothesis Testing: Yes, regarding market trends and consumer
behavior.

• Testing "Casual Day" Effect on Job Satisfaction: Experimental design to compare satisfaction on casual vs.
regular days. Deliverable: Analysis of the impact on job satisfaction. Hypothesis Testing: Yes, testing the causal
relationship.

• Types of Food in Packed Lunches: Exploratory or descriptive research to understand market trends.
Deliverable: A market analysis report. Hypothesis Testing: Not typically, as it's more about market exploration.

2. Develop a scale (set of items) for measuring each of these concepts: (20 marks)

A good bowler

Financial performance

Loyalty

A risk-averse investor

Also mention the type of scale (nominal, ordinal, interval & ratio)

1. A Good Bowler (Ordinal Scale): Rate skill levels (beginner, intermediate, advanced, expert) based on accuracy,
speed, spin, consistency, and adaptability.

2. Financial Performance (Ratio Scale): Measure using profitability ratios, return on investment, earnings per
share, and revenue growth.

3. Loyalty (Interval Scale): Evaluate on a scale (e.g., 1-5) based on frequency of repeat purchases, duration of
customer relationship, referral likelihood, and satisfaction ratings.
 Research Methods | GG | BM36, MDI Gurgaon | LinkedIn: gunjgupta
4. A Risk-Averse Investor (Ordinal Scale): Categorize based on preference for investment types (low, moderate,
high risk) and attitudes towards market volatility, diversification, and long-term goals.

3. Comment of the sampling error for the following: (10 marks)

A researcher investigating public health issues goes into a junior high school classroom and asks the students if they
have ever smoked a cigarette. The students are asked to respond orally in the presence of other students. What types
of error might enter into this process? What might be a better approach?

A survey comes with a water hardness packet to test the hardness of the water in a respondent’s home. The packet
includes a color chart and a plastic strip to dip into hot water. The respondent is given instruction in six steps on how
to compare the color of the plastic strip with the color chart that indicates water hardness

1. Public Health Research in Junior High School:

• Errors: Social desirability bias due to peer influence, response bias, and sampling error as only a
specific demographic is surveyed.

• Better Approach: Anonymous surveys distributed across a broader age range and settings.

2. Water Hardness Survey:

• Errors: Potential for user error in test execution, interpretation bias in color comparison.

• Better Approach: Simplify testing process or provide digital tools for accurate measurement.

NMP 32

a. This would be a causal study because the foreman seeks to establish a cause-effect relationship between the level
of fumes emitted and the efficiency of machine tool operators.

b. This would be a field experiment, as it involves manipulating one variable (fume levels) in a natural setting (the
workshop) to observe the effect on another variable (efficiency).

c. This would ideally be a longitudinal study to track changes in efficiency over time with varying levels of fume
emissions, establishing a temporal relationship between cause and effect.
 Research Methods | GG | BM36, MDI Gurgaon | LinkedIn: gunjgupta

a. Potential sources of error could include self-selection bias if flyers voluntarily participate, which may not represent
all frequent flyers age 50 and older. There may also be misinterpretation of the question or options provided, leading
to inaccurate responses.

b. Possible errors include response bias where individuals may not openly admit liking negative ads, or misreporting
due to social desirability bias, wanting to appear more ethical.

c. Offering money for participation might introduce bias as it could attract respondents more interested in
compensation than providing genuine responses, affecting the sample's representativeness.

d. Recall bias could occur if sales representatives are asked to estimate past behaviors, leading to inaccurate reporting
of time spent on various activities.

e. Errors might stem from incorrect execution of the testing steps by respondents or misinterpretation of the color
chart, leading to inaccurate results on water hardness.
 Research Methods | GG | BM36, MDI Gurgaon | LinkedIn: gunjgupta

a. Predictive research design to forecast future sales. Deliverable: Sales forecast report. Hypothesis testing on market
trends may be involved.

b. Descriptive research design to categorize players. Deliverable: Demographic profile of players. No hypothesis testing,
just descriptive analysis.

c. Exploratory research design to understand market potential. Deliverable: Market analysis report. Possibly testing
hypotheses regarding food preferences.

d. Evaluative research design to determine the feasibility of JIT system. Deliverable: Cost-benefit analysis report.
Hypothesis testing on cost savings might be involved.

NMP 30

For the television show's low ratings, the research proposal should include:

• Research Objectives: Identify factors contributing to low ratings and explore viewer preferences.

• Research Questions: What content do viewers prefer? Why are current ratings low? What changes could
improve viewership?

• Research Design: Mixed-methods design, combining quantitative (surveys, ratings analysis) with qualitative
(focus groups, interviews) research.

• Steps:

1. Define the problem - low ratings.

2. Develop research plan - methodologies, sample selection.

 Research Methods | GG | BM36, MDI Gurgaon | LinkedIn: gunjgupta
3. Collect data - conduct surveys and focus groups.

4. Analyze data - statistical analysis, thematic analysis for qualitative data.

5. Report - actionable insights and recommendations based on data.

The deliverables would be a comprehensive report with data-driven strategies to enhance the show's appeal and
ratings.

a. Objective: Determine the most effective advertising method for maximizing product line profits.

• Research: Comparative analysis of different advertising methods and their impact on sales.

b. Objective: Understand why employees join the credit union and their awareness and perceptions of its services.

• Research: Survey employees for insights into awareness, attitudes, and beliefs regarding the credit union.

c. Objective: Identify strategies to improve the television program's ratings.

• Research: Audience analysis to determine viewing preferences and potential areas for improvement.

d. Objective: Assess customer satisfaction with soft drink products compared to competitors.

• Research: Comparative customer satisfaction study involving surveys and taste tests.
 Research Methods | GG | BM36, MDI Gurgaon | LinkedIn: gunjgupta

a. Sampling Error: Self-selection bias due to voluntary participation, non-response bias, and potential
misrepresentation of the broader traveler demographic.

b. Response Bias: Social desirability bias leading to underreporting of true feelings towards negative political ads.

c. Non-Response Bias: Monetary incentive may influence the type of respondents, skewing the results to those more
motivated by the incentive than providing honest opinions.

d. Recall Bias: Sales representatives may inaccurately estimate or misremember the time allocation for various
activities.

e. Measurement Error: User error in following the testing instructions and subjectivity in interpreting the color chart
could lead to inaccurate reports on water hardness.