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RESEARCH METHODS IN
MANAGEMENT
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Course Contents:
� SECTION -I
� INTRODUCTION TO RESEARCH
METHODS IN MANAGEMENT :� 1. Meaning, Nature, Scope, Significance,
� uses and limitations.
� 2. Interaction between Management and� Research.
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� 3. Scientific Method and Research
� Process.
� 4. Problem formulation and statement of � Research objectives.
� SECTION ± II
� RESEARCH DESIGN & METHODS OF
� DATA COLLECTION :
� 1. Research Designs ± Exploratory Res.
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� Descriptive Research, Experimental
� Research designs.
� 2. Basic Methods of Collection of Data;� Observation and Survey Method.
� 3. Search of Secondary Data.
� 4. Questionnaire Design.
� 5. Attitude Measurement Techniques.
� 6. Administration of Surveys.
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� SECTION - III : SAMPLE DESIGN.
� 1. Sampling Concepts- Sampling -
� Different Methods of sampling.� 2. Sample size decisions.
� SECTION - IV : DATA ANALYSIS.
� 1. Data processing- Editing, Coding,
� Classification, Tabulation, and Cross
� Tabulation.
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2. Techniques of Data Analysis
3. Hypothesis Testing.
4. Tests of significance and analysis of
associations.
5. Advanced Techniques for data analysis.
SECTION - V :INTERPRETATION AND
REPORT WRITING:1. Meaning of Interpretation.
2. Significance of Report Writing.
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� 3. Layout of the Research Report
(contents or chapters)
� 4. Precautions for Writing Research� Reports.
� 5. Research Applications
� In addition to above, there will beappropriate number of sessions for survey
purpose.
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REFERENCES:
� 1. Kothari C.R., Research Methodology,
New Age International Publishers, New
Delhi, 2009 edition.
� 2. Choudhary C.M., Research
Methodology, RBSA Publishers, Jaipur.
� 3. Rajendra Nargundkar, ³ Marketing
Research ± Texts and Cases´- Tata
McGraw Hill Publishing Co. Ltd. 2002.
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� 4. Aaker Kumar, Dey ³MarketingResearch´ , Seventh Edition, John Wileyand Sons Inc.
� 5. Cooper Schindler ± ³BusinessResearch Methods´, Sixth Edition, TataMcGraw Hill.
� 6. Boyd, Westfall, Stasch, ³MarketingResearch, Text and Cases´ SeventhEdition , AITBS, New Delhi, 1996.
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� 7. Luck-Rubin, ³Marketing Research´,
Sixth Edition, Prentice Hall of India, Tull &
Hawkins, Fifth edition, Maxwell
Machmillan International.
� 8. Richard I. Levin, David S. Rubin,
³Statistics for Management´, Prentice Hall,
India.
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� INTRODUCTION TO RESEARCHMETHODS IN MANAGEMENT.
� 1. MEANING & DEFINITION OF
� RESEARCH.
� 2. NATURE OF RESEARCH.
� 3. USE OF RESEARCH.
� 4. LIMITATIONS IN RESEARCH.
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MEANING OF RESEARCH:
� - Research in general refers to a search
for knowledge.� - Finding solution to a problem is a
research.
� - Research is an Art of scientificinvestigation.
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DEFINITIONS BY AUTHORS:
� 1. As per Webster¶s Dictionary:
� ³ A careful critical inquiry or
examination in seeking facts for
principles, careful investigation inorder to ascertain something´.
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� 2. As per Advanced Learner¶s Dictionary
of Current English:--
³ A careful investigation or inquiry
specially through search for new
facts in any branch of knowledge.´
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� 3. As per Redmon and Mory:
³Systematized effort to gain newknowledge is known as research.´
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� Research always starts with a question or
a problem.
� Its purpose is to find answers to questionsthrough the application of the scientific
method.
� It is a systematic and intensive study
directed towards a more complete
knowledge of the subject studied.
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� Research is based on some facts or on
problems.
� For doing research collection of data andprocessing of data is done to know the
results.
� The search for knowledge through
objective and systematic method of finding
solution to a problem is called Research.
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� Research can be classified into two broad
categories:
� (1) Basic Research, and� (2) Applied Research.
� Basic research is sometimes called
µfundamental¶ research or µtheoretical¶research, or µpure¶ research.
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� Applied Research, which is also called
µdecisional¶ research, on the other hand,
proceeds with a certain problem and it
specifies alternative solutions and the
possible outcomes of each alternative.
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SALIENT FEATURES OF
RESEARCH:
� (1) objective of Research:
� The objective or purpose of anyresearch is to find out facts. On thebasis of facts inferences (conclusions)are drawn. Ultimately the real situationis known through Research.
� (2) Reliability and Validity:� Truth is the foundation of
Research. This can be established on
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� the basis of facts and evidence. Evidence
is based on sufficient and reliable data.
The reliability and validity can be attained
when the error of sampling is minimized.
� (3) Verification of Data:-
� Any conclusion drawn by a Researcher
is subject to the quality of verification.
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� Verification pre-supposes thephenomenon of research being observedand measured.
� If a research is not based onobservation and measurement, theverification of data will not be possible andinferences (or conclusions) or findingsdrawn from such studies will not serve thepurpose.
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� (4). Accuracy:-
� In any type of research study, censusor sampling methods are used.Researcher or Investigator should be well-versed with the techniques/methods usedfor collecting information or data.
� Complete accuracy can be attainedwhen standard tools are used for collecting, recording and analyzing the
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� Information or data.
� (5) Impartiality:
� If the data are partial, it will lead to awrong information with wrong result.
� Thus, a research should be impartial
while collecting data. Partiality leads towrong information and it fails to give fruitful
results to the Investigator/Researcher.
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� (6) Scientific Approach:
� Traditional (old) culture of researchwas different as compared with today¶smodern or scientific research.
� Today, scientific methods are usedin research to attain reliable results or
findings.� (7) Recording and Reporting:
� Every term used in research should
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� Be well defined. Every procedure should
also be described in detail. Any limiting
factor should also be mentioned and taken
into account. Various references used
(i.e. Books, periodicals, journals, Articles,
web-site etc.) in research should be
carefully and systematicallydocumented/recorded. Results of
research should be properly recorded.
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� Conclusions and generalizations
should be drawn with due care with the
limitations of Methodology and data
available for research.
� All these data can be used as a source
of investigation for further research, in
future.
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TYPES OF RERSEARCH:
� 1. Descriptive and Analytical Research
� 2. Applied and Fundamental Research
� 3. Qualitative & Quantitative Research� 4. Conceptual and Empirical Research
� 5. Survey and Evaluation Research
� 6. Other types of Research.
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DESCRIPTIVE vs. ANALYTICAL
RESEARCH
� Descriptive Research includes Surveys
and Fact-finding enquiries of different
kinds.
� The purpose of DR is to know the present
state of affairs as it exists at present.
� The main characteristic of this method is
that the researcher has no control over the
variables.
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� Researcher can report- what has
happened or what is happening.
� Examples: (i) Frequency of shopping;� (ii) Preferences of people.
� Method of Descriptive Research is Survey
methods (all methods of surveys).� - Survey may be for comparison of two
items.
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� - Survey may be for finding correlation between
two items.
� Example:- Age group of MBA students of Two
Institutions.
� Age group of Male or Female students in one
Institution.
� In Analytical Research, the researcher has touse facts or information which is already
available with him and he has to analyze
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� those facts (or data) or information to
make a critical evaluation of the material.
� Example: There are 60 students inPGDBM. Facts available is about their
qualification i.e.
B.Com./B.Sc./B.V.Sc,/B.A./B.E./B.Pharm.
� Researcher can analyze these data as
under:-
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� Stream No. Ist IInd Percentage
� 1. B.Com. 30 25 5 50%
� 2. B,Sc. 23 20 3 39%� 3. B.V.Sc. 2 1 1 3%
� 4. B. Pharm. 1 1 - 2%
� 5. B.E. 2 2 - 3%
� 6. B.A. 2 2 - 3%
� ----------------------------------------------------
� 60 51 9 100
� ----------------------------------------------------
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2. APPLIED vs. FUNDAMENTAL
RESEARCH
� Applied Research means action research.Fundamental Research means basic or pure research.
� Applied research aims at finding a solutionfor an immediate problem facing a societyor an industries/business organization.
� Fundamental research is mainlyconcerned with generalizations or withformulation of a theory.
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� Collecting data for knowledge is pureresearch.
� Example: Going to Bharatpur at Ghana
Bird¶s Century. Observing and collectingdata on different types of Birds, their size,Shape, colour, habits, nest, taking photoetc. is known as fundamental research.Differentiating between Local & migratedBirds.
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� Research concerning some natural
phenomenon is known as fundamental
research.
� Other examples can be:
� - (i) Human Behaviour
� - (ii) Human Habits� - (iii) Human Psychology
� - (iv) Human Priorities.
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� Applied Research:
� Where research is connected withEconomic, Social, Political ,Business
problem and certain solution to theproblem is done, it is known as AppliedResearch.
� The aim of applied research is todiscover a solution for some pressingpractical problem.
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Examples:
� (i) Liking of people about a particular
Newspaper - Rajasthan Patrika
� - Dainik Bhasker - Times of India� - Dainik Nav Joyti - Hindustan Times
� - Nav Bharat Times - Economic Times
� (ii) Liking of Society about someconsumer products :
� (i) Buiscuits: Britania, Marie Gold etc.
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� (ii) Shoe Company: Bata, Reebok, CSC,
� (iii) Motor Cycle : Suzuki, Rajdoot,Honda,
� Splender, Bullet etc.� (iv) Ghee/Butter : Saras, Amul, Anik,
� Krishna, Milk-food, etc.
� (v) Political Party : Congress, BJP, DMK,� JD, Lok Dal, others.
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� Liking of consumer products may be :
� - About Quality,
� - Size/Colour � - Price/Cost
� - Taste/Flavour
� - Packaging� - Comfort etc.
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3. QUANTITATIVE vs.
QUALITATIVE RESEARCH
� Quantitative Research is based on thenumber or measurement of quantity or amount. It can be expressed in terms of
quantity say 10,20,50,100,1000 and so on.� Qualitative Research is concerned with
quality phenomenon. Research studyrelating to Quality or kind of Material isknown as Qualitative Research (based onits performance).
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� Quality may indicate --
� Desires, Motives, Opinion, or Attitude.
� QR also study the reasons for HumanBehaviour and liking and dis-likings havereasons for it. Example : Organic andInorganic Foods( Vegetables & Fruits),
Free from Chemicals.� Thus, QR is also known as Motivational
Research.
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� How people feel or what they think about a
particular subject matter or institution is also a
qualitative research.
� Example: There are many ManagementEducation Institutions in Jaipur and
� - What do you think about IRM, and other Instt.
� - What do you compare about IRM with others.� - How do you rate IRM with other Institutions.
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� People think about quality of the subjectmatter.(Faculty, Library, Teaching, etc.).
� It may be a product or may be an
Institution.(Popular for Placements).� Here, the Behaviour of Consumer(user) is
reflected. So the Human Behaviour is
directly connected with quality of things.� People have liking and disliking about a
particular thing based on their behaviour.
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� Due care is required to be taken in Qualitative
Research.
� 4. CONCEPTUAL vs. EMPIRICAL
RESEARCH:
� Conceptual research is based on some
theory which is existing and is in practice. So
whatever theory is existing ± further research is
done to know new concepts in it. Fresh opinion
may be taken on any past studies, will be CR.
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� Re-interpretation on existing theory is
made under Conceptual Research.
� Empirical Research( Data based) isbased on Experiments or observation or
experiencing something. It is data-based
research, with conclusions which are
capable of being verified by observation or by experiments.
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� For Example: Concept & Theory says
that Maruti 800 Car can run at a speed of
120 km/hour. (M/Cycle :90km in a litre).
� By using the Car on experimental basis or
test drive basis, the speed can be
observed and verified or further
improvement can be done by changing themechanism or change in fuel combination.
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5. OTHER TYPES OF
RESEARCH:
� (a) Laboratory Research (For testing
Chemical or other reactions on something.
� (b) Diagnostic Research (to know
causes/investigating the reasons). Blood Test toknow the sugar and other contents (clinical
Research).
� (c) Historical Research (Documents, structure
etc. or ideas of the past. Forts, Monuments,
Sculptures, Coins, manuscript etc.
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RESEARCH APPROACHES:
� There are different approaches or methods of doing research. There areTwo Basic Approaches in Research:
� (A) Quantitative Approach.� (B) Qualitative Approach
� (A) QUANTITATIVE APPROACH:
� (i) It involves generation of Data inquantitative form. Data can be analysed invarious forms and findings may arrive at.
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� (ii) Characteristics of data & their relationship of population is find out.
� (iii) Generally, in Quantitative Research
± Survey is done & sample of population isstudied. (Liking of Coca-Cola/ Pepsi).
� (iv) Literacy level, Average number of
persons in a family, are quantitative.� (iv) Survey can be done throughquestionnaire/Observation method.
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� (B) QUALITATIVE APPROACH:
� Qualitative approach of Research is
undertaken to know :-
� (a) Attitude of population (about use of someproduct Say : Colgate Toothpaste);
� (b) Opinion of population (about any political
party or group of people);� (c) Behaviour of population (about some
product e.g. T.V./Fridge/WM/Vehicle).
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� In all above approaches interview or depth
interview of a focus-group (identified
persons) is taken.
� SIGNIFICANCE OF RESEARCH:
� Significance means importance or
usefulness of research.
� Why Research ? Or
� What is the use of Research?
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� The Answer is ±
� Research is used to solve the problems in
the Society/Business/Govt. Organization.� By the use of Research, operational
problems of Business/Govt. is solved.
� Research helps in forming Economic
Policy for both ± Govt. and in Business.
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� Needs & Desires of the people are known
through Survey and Research. Then,
Govt. look at the availability of
Resources/Revenues to meet the needs of
the people.
� NEEDS MAY BE :
� -Need of Buses on a particular rout.
� -Availability of Food-grains for public.
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� - Need of Road, Water Supply by Govt.
� - Need of Market in the Colonies (HB).
� - Need of Dairy Booth for Milk Supply.
� - Need of School/College/ Tech.Edu.Ins.
� - Any other need of Public/Business.
� For all above needs, the Govt. sees the
availability of things and funds.� The cost of needs is assessed.
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� Probable income/revenue generation isalso looked into. (Charges/Taxes)
� Through Research, alternative policies can
be decided that which activity/need will befulfilled by whom i.e. by Govt. or by PrivatePeople or under Public-Private-Partnership (PPP).
� For Example: To run Roadways/Hospitals
� Or Collection of Electricity/Telephone Bills.
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� Economic Activities are undertaken by Govt. on
the basis of Surveys & decisions are taken by
Govt. for Public interest. (Collection of Bill
through e-Governance system)� Like wise for Business activities, Govt. allows to
business people to do an Economic Activity.
� For Example: (i) Procurement of Food-grain:
� -50% is done by Govt./Govt. Agencies &
� -50% is done by Private Business people
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� (ii) Construction of Houses:
� - 50% is done by Govt. Agencies;
� Housing Boards, HUDCO,UIT/JDA
� DRDA or Gram Panchayat etc.
� - 50% is done by Private Builders or
� .Cooperative Societies.
� (iii) Educational Institutions:
� - Govt. & Private both are doing.
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� (iv) Generation of Electricity & Distribution
� to public:
� -Both Govt. and Private Sector is doing.
� (v) For distribution of Cooking Gas the Govt.� have given this work to Private Agency.
� - For other activities also the Govt. andPrivate sector is engaged in all types of
Economic Activities for public. The needs areidentified through Research i.e. surveymethod.
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� Research has its special significance in
solving various operational and planning
problems of Business and Industry.
� MARKET RESEARCH is done :-
� - For Development of Market,
� - For Business Decisions,
� - For Policy Formulation for purchase,
� production and sales of some product.
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�
� SOCIAL RESEARCH
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� Social relationship and Problem include :-
� (a) Study of Child Care & Developmentespecially in Rural or Backward areas.
� (b) Study of Mother & Child Care(especially for pregnant lady and infant).
� (c) Health Care and Nutritional Diet in
Rural area.� (d) Primary Education in Rural Area.
� (e) Livelihood generation activities
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� IMPORTANCE OF RESEARCH:
� 1. Research is important in solvingoperational problems of Govt. as well as
that of Business Houses.� 2. Research plays an important role in
framing Economic Policy of the Country
which may be related to :-� - (a) Agricultural Production.
� - (b) Price Policy of Commodities.
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� -(c) Distribution of Essential Commodities
� -(d) Import-Export Policy.
� -(e) Industrial Policy.� -(f) Economic Reforms through
� Privatization.
� -(g) Public and Private Participation Policy� -(h) Employment Perspective (areas)
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� -(i) Poverty Reduction Programme.
� -(j) Taxation Policy.
� 3. Research gives basis to Govt. for takingdecision for development of Big and small
Industries, Farming Development, Size of
Defence Services (increasing number of
Soldiers etc.),or any important area of Development.
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� 4. Market Research gives information to
Business and Industry to take decisions
for production & Sales i.e. Market
Behaviour (about liking & disliking of Product by public).
� 5. Research provides information (various
factors) related to Future Demand of aproduct in Business.
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� 6. Business Research shows ± Need of changein Budgting, affecting Profit & Loss based onSales estimates.
� 7. Business Research gives informationregarding forecasting of Sales of a product or services (e.g. Sale of Maruti Car or Honda Motor Cycle.
� 8. Research is important for Social Scientists instudying relationships & seeking answers tovarious Social Problems.
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� 9. Research is important for Ph.D.students or Research Scholars or students
of Management.� 10. Research is important for
Philosophers, and thinkers for writing newideas & insights for public.
� 11. Scientific Research is important for development of Nation in all areas.
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� Thus, Research is the fountain of
knowledge for the sake of knowledge to
solve different business/Governmental and
Social Problems.
� =======
� DIFFERENCE BETWEEN Research
Methods (or techniques) and ResearchMethodology:
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RESEARCH METHODS
� Research Methods are all those
methods/Techniques which are used for
conduct of Research.
� The methods used in performing research
operations are known as Research
Methods.
� Research Methods can be divided in 3groups:
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� Group I : COLLECTION OF PRIMARYDATA
� Those methods which are connected with
the Collection of Data. (for collection of Primary Data).
� Primary data are collected wheresecondary data are not sufficient to arriveat the required solution of a problem.
� Group II: ANALYSIS OF DATA.
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� This group consists of those statisticalTechniques which are used for establishing relationships between the
data and the unknowns (Mean, Mode etc.)� Group III: TESTING OF ANALYSED
DATA:
� It consists of those methods which areused to evaluate the accuracy of theresults obtained( T-test, Z Test, Chi-Sq.).
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� Methods falling in Group II and III (above)are generally taken as Analytical Toolsof Research.
� RESEARCH METHODOLOGY:� It is a way to solve the research
problem systematically. RM includes theuse of various tests, calculation of Mean,Mode, the Median or the StandardDeviation, or Chi-Square Test.
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� Only relevant research method/s should
be used and applied in research.
Researcher should also know
assumptions, and their use.
� Research Methodology may differ from
one problem to other problem (Study).
� For selecting any Research Method, theresearcher has to give reasons for it.
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� Research Methodology has manydimensions and Research method/sis/are a part of Research Methodology.
� Research Methodology is a wider term ascompared with Research methods.
� In Research Methodology, we mention firstabout Research Methods, along with itslogic. We also explain that why we areusing a particular method/technique.
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� Certain Question and Answer will make
more clear about the Research
Methodology, as under :-
� Q. 1. Why a Research Study has been
undertaken ?
� Ans. The objective of study should be
highlighted. It may be a comparativestudy. (Any two or more products/Brands)
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� Q. 2. How the Research Problem has beendefined ?
� Ans. : What has been done in past and what
scope of study exists, is required to behighlighted.
� Q. 3.: In what way and why the Hypothesis hasbeen formulated ?
� Ans. : To study and compare two area may bethe hypothesis (Purpose of study/Basis of study).
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� Q. 4. Which data have been collected out of
many ?
� Ans. : We can say that 10% data have been
collected on sampling basis.� Q.5 : Which particular method has been
adopted/selected ?
� Ans.: We can say-Random sample/Cluster
sample/Systematic/Deliberate/Area sample
method has been selected (with reason).
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� Q.6. Why particular technique of Analyzing datahas been used ?
� Ans. :We can say about
Mean/mode/median/Standard Deviation /Z-Test/T-Test/Chi-square Test have been used(with reasons).
� SCIENTIFIC METHOD OF RESEARCH:� 1. It is based on Numerical data evidence.
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� 2. It is based on certain Objective only.
� 3. It aims at making adequate and correct
statements (information) about populationobjects (Targeted population-Rural/Urban) ).
� 4. It gives results on probable predictions.� 5. Its methodology used is known to all.
� 6. It can formulate Scientific Theories.
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RESEARCH PROCESS
� Research process is also known as Steps
in Research.
� Research process consists of series of
actions or steps necessary to carry out
research.
� Research process guides a researcher to
conduct research in sequence.
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Research Process in Flow Chart
� I Define Research Problem (object of study)
� 2. Review the Literature
(a) Review concepts & Theories
(b) Review previous research findings
� 3. Formulate Hypothesis (what you want
� to do- mention here).
� 4. Design Research (including sampledesign)
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� 5. Collect Data (execution of research)
� 6. Analyze Data (Test hypotheses,if any)
� 7. Interprete the Data and Prepare Report
�
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� USEFUL PROCEDURAL GUIDELINE
REGARDING RESEARCH PROCESS IS
AS FOLLOWS:
1. Formulating the Research Problem
2. Extensive Literature Survey
3. Developing the Hypothesis
4. Preparing the Research Design
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� 5. Determining sample Design
� 6. Collecting the data
� 7. Execution of the project work.� 8. Analysis of data
� 9. Hypothesis Testing
� 10.Generalizatin and Interpretation� 11.Preparation of the report or
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� - See that it is feasible to study the
problem or subject matter you have
selected for study.
� - Two steps are involved here (in
formulating the research problem:
� (a) Understand the problem thoroughly,
� (b) Rephrasing (or re-defining) the same
into meaningful terms.
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� Thus, discuss the issue with friends andyour Faculty Guide, and the AdministrativeHeads of Institution/Company/Corporate
House etc. where you will conductResearch Work.
� You are required to read two types of Literature : (a) Conceptual Literature
(theory based) and (b) Empirical Literature(Studies made earlier on the subject).
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� So, check-up Statement of Objective
(Title of your Research) because it will
determine the data which are to be
collected.
� 2. EXTENSIVE LITERATURE SURVEY:
� Collect the literature available from
Books, Reports, which is relevant to your study.
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� DESIGNING THE RESEARCH
METHODOLOGY:
� Research Methodology depends on TWO
FACTORS:
� (1) Target Population ( Urban, Semi-
urban or Rural).
� (2) Importance of decision which will be
taken based on the Research.
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� Major parts of Research Methodology are:
� 1. Research Method ±(method to be used
� for data collection).� (a) Secondary Data (available record),
� Research starts with secondary data.
� (b) Primary Data: (ending research with� Primary data.
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� Primary source (for data) may be :-
� (i) Customers
� (ii) Buyers
� (iii) Users/Consumers
� (iv) Dealers
� (v) Distributors
� (vi) Retailers
� (vii) Other Respondents
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� 2. Sampling Plan.
� 3. Questionnaire Design.
� 4. Field Work-Plan� 5. Analysis Plan.
� Data collection from Respondents can be
done by many different methods. The
major methods, commonly used are:-
� (1) Survey Method,
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� (2) Observation Method,
� (3) Experimentation method,
� (4) Qualitative &Quantitative Techniques.
� (5) Other Techniques or methods.
� 1. SURVERY METHOD:
± By Telephone (Advantage &
Disadvanatage ± Low cost but is fast) ± By Mail ± (It is a slow method & Time
consuming, non-respondents are more)
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� Personal Interviews are the preferredmethod for doing surveys in India.
� Other methods (i.e. mail & Telephone)
may be useful ± will depend on targetpopulation and the objectives of theResearch.
� 2. OBSERVATION METHOD:
� - In this method consumer¶s behaviour isrecorded.
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� - Recording can be done by noting on
papers by some other person, or
� - A video Camera can record a
customer¶s behaviour where he/she buys
a product ± say a Garment, then-
± PRICE, COLOUR, FABRIC may reveal his
facial expression i.e. Buying Behaviour.
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� On the basis of video tap- one can
interpret for the purchase factors,
purchase behaviour, brand preference,
price and colour preference ± age factor also reflect behaviour.
� It gives more accurate information. It is an
expensive method.
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� 3. EXPERIMENTATION METHOD:
� -It is a quantitative research method.
� - It involves more control over the cause
and effect when compared to surveymethod.
� -In experiments, we try to measure the
effect of one or more variables bychanging the level of some variables andmeasuring the effects.
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� For Example: If an advertisement is
released in Newspaper and we measure
the brand awareness of the advertised
brand (of a product say- Mobile set)among a sample of target respondents ±
say in any area/colony. This type of
knowing would be termed as experiment.� Other Example: A product test could be
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� designed as an experiment for any
product : For sale of different variety of
TEA or COFFEE, if consumers who are
coming for purchase of Grocery Items at aGrocery Shop, are served with free
sample of TEA or COFFEE. It will be an
experiment by the Company to know thetest of consumers for TEA or COFFEE.
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� QUALITATIVE TECHNIQUES:
� When quantitative surveys are
inadequate, Qualitative techniques are
used to know the minds of respondents
(Public).
� Interviews with open-ended questions
are asked. Unstructured Questionsmay be asked to know his/her views.
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� What do you expect from a Refrigerator ?
� What needs does it fulfill ?
� Here, the behavioural aspect of public is
known.
� Sample size in qualitative techniques is
usually small. It needs to be done by
experts only (Sociologist or Psychologist).
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� 1. A Consumer Panel
� 2. Retail Audit
� 3. TV Audience Measurements.
� 1. A CONSUMER PANEL (List is there):
� (a) A sample of consumers is chosenfor keeping a record of what they buy in a
given period of time.� (b) What TV shows they watch in a
given period of time. Say between 7-9 pm.
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� (c) They have to record this informationin a diary ( say on Daily/Weekly basis) andhand it over to the marketing research
agency for tabulation and analysis.� (d) The special feature of this is that the
sample remains the same for 1/3/6months or even sometime for one year.
� (e) Usually, there is a payment for beingpart of such a sample (for extra efforts ).
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� 2. RETAIL AUDIT: (At retail outlet):
� A retail audit measures what brands aresold and their quantity is sold in a
particular period. It could be done weekly.In India, ORG is a company whichroutinely performs retail audits. It is ameasurement done at the retail level.
Locality-wise information of sale of aproduct can also be done.
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� PLAN FOR SAMPLE, FIELD WORK AND
ANALYSIS:
� The next stage in Marketing research
study is the plan for :-
� 1. Sampling
� 2. Field work
� 3. Analysis.
� This work needs accuracy of the study.
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� 1. SAMPLING PLAN : What will be sample
composition and size.
� What is total population (say 10,000)
� Take few percentage point as sample.� What is target population ( say 10%=1000)
� Two precautions should be taken to ensure a
good sample:
(a) Use a probabilistic (sample to be proving as true)
sampling technique which is not biased.
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� (b) Try and divide the population to be
sampled into segments or strata :-
� (i) Users/non-users.
� (ii) Classes based on Age, income etc.
� (iii) Ensure that each segment gets
represented in the final sample
� Limitations, if any, should be taken care of.
1
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1.
� FIELD WORK PLAN:
� 1. Decide the sampling centers (Cities,towns, area, colony/localities etc. (Rural)
� 2. Decode sample size for each City,town, area, colony/localities.(A, B, C, D)
� 3. Decide that who will do the field workfor collecting data. (Self/Employedworker)
� 4. Decide field area i.e. Homes, Offices,
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� The Supervisor should brief the field workers
that how the data is to be collected.
� Briefing session is conducted where field
workers are required to be recruited (ontemporary basis) for field work. Mock
interviews are conducted as a part of practice
for collection of data in field. Questionnaires are
filled by the field workers.
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� ANALYSES PLAN AND EXPECTED
OUTCOME:
� Analysis is based on the answers given to
questions in Questionnaire. Analysis planshould be prepared well in advance.
� There are normally two very basic kinds
of analyses in a Marketing Researchstudy. These are :
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1. Simple Tabulation
2. Cross Tabulation.
1.SIMPLE TABULATION :
a) This involves counting the number of responses in each category for a question,and putting it in a frequency table form.
b) This can be used to compute percentages,
by dividing the number of responses by thesample size.
c) Simple tabulation is done for each question
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in the questionnaire.
� 2. CROSS TABULATION :
� Cross tabulation is done when counting
simultaneously, answers to two or moredifferent questions on a questionnaire.
� While doing cross tabulation, it is alsonecessary that the two questions(variables) that we are cross-tabulatingmust be related to or associated with each
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� Other. For instance, in the purchase of a
Bathing Soap- Question may be as under:
� How frequently respondents buy a Bathing Soap
? (once/twice/thrice in month)� Which fragrance of the soap is preferred?
(Reply may be :
Rose/Jasmine/Lavender/Sandle etc. etc.
� It is possible to compute cross tabulation datafor any two questions on a Questionnaire.
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� BUDGET & COST ESTIMATION:
� There are three basic parameters for
estimating cost:� 1. Sample size.( small/big sample)
� 2. Geographical area and location of each
� respondents.� 3. Who will do the field work.
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� If it is a industrial field work then Research
Executive from Industry will conduct field work
and it will be a costly affair.
� Whereas for consumer product or servicestudies, it is done by hiring temporary field
workers, which is a less expensive compared to
industrial field work.
� Travel cost, communication cost and dailywage is included in the cost of field work
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� Along with Stationery cost.
� PRESENTATION, REPORT AND
MARKETING ACTION:
� After the Tabulation and Analysis is
completed, the next step is a presentation
of the major findings to the sponsor of the
study. This includes a presentation of allthe major Tabulations
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� (frequency tables) and cross-tabulations inpercentage (%) terms.
� It may also include a summary of major
findings, and some recommendations.� A formal report usually follows the
presentation. This would normally containthe following:
� 1. Executive Summary
� 2. Table of contents
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� 3. Introduction
� 4. Research objectives
� 5. Research methodology,
� - Sample design,
� - Field work plan and dates
� - Analysis/expected outcome plan� - Questionnaire copy (as annexure)
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� 6. Analysis,
� - Simple Tabulation
� - Cross Tabulation
� - Any special analysis.
� 7. Findings
� 8. Limitations
� 9. Recommendations for action� 10. Bibliography/List of references. =====
DATA COLLECTION:
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DATA COLLECTION:
� SOURCES OF SECONDARY DATA:
� Two sources : (i) Internal & (ii) External
� Internal source: within Firm
� Three major sources of External data are :� 1. Census Data and other Govt. Publications
� 2. Non-Governmental Publications.
� 3. Commercial Information ± Syndicated
services, Data bases (Reports of Industries).�
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� (4). The best design which serves the
purpose/objective of research is selected.
� 1. Census Data & Govt. Publications:
� (a) Census data conducted every 10
years throughout the country (size of
population, Age, Sex, occupation, Income
etc. are given in it).� -Source: Registrar General of India.
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� (b) Statistical Abstract India - Annually.� Source: Central Statistical Organization
(CSO) ± Indian Economy.
� (c) Annual Survey of selected Industries-
� Source: CSO ± Number of Units.� (d) Monthly Survey of selected Industries.
� Source: CSO.
� (e) Foreign Trade of India ± Monthly Statistics.
� Source: Director General of Coml.Intelligence
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� (f) Wholesale Price Index- weekly All India
Consumer Price Index:
� Source: Ministry of Commerce and Industry
(Food Articles).� (g) Economic Survey ± Annual Publication
� Source: Deptt. Of Eco. Affairs, Mini. Of
Finance. (Growth in various sectors).
� (h) National Sample Survey (NSS) :
� Source: Min. of Planning (Social, Eco. Agr.etc).
Other Important Govt Publications:
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Other Important Govt. Publications:
� 1. Basic Statistics Relating to IndianEconomy (By Planning Commission).
� 2. India Pocketbook of Economic
Information (By Ministry of Finance).� 3. Agricultural Situation in India (By the
Ministry of Food & Agriculture).
� 4. Reserve Bank of India Bulletin (By RBI)
� 5. Reports by all the Ministries for their relevant Sector/Areas.
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� 5. Crop Survey ± Annual Reports.
� Source: ORG (Operations Research
Group).
� TWO BASIC METHODS OF
COLLECTION OF DATA:
� 1. Observation Method.
� 2. Questionnaire Method (or Survey
� method or Interview method).
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� In observation method, the Respondent issimply observed and his actions arerecorded either by physically watching him
or through certain mechanical or Electronic device (Video Camera).
� QUESTIONNAIRE METHOD:--
� In this method, Respondent is
questioned directly about his attitudes,opinions and demographics.
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� (iv) Less expensive than observation
� method.
� (v) It is very structured so chances of
� incorrect recording is less.
� (vi) A large number of respondents can be
� contacted from all over the country at
� the same time.
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� (B) Disadvantages:
� (i) Respondents have reached to a
� level of saturation.
� (ii) Respondents might not respond� with the actual feelings or facts.
� (iii) Respondents may refuse to answer
� to certain questions.� (iv) His responses may be biased.
Observation method: Advantages:
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g
� (i) The respondent is observed directly so
that no chances of bias.
� (ii) Willingness of the respondent is not a
problem because we can observe it.
� (iii) Social research studies are using
observation as the first step to understand
the behaviour of people (Rural, Urban etc.)� (iv) Studies involving plants, Animals, or
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� Small Babies would have to opt for theobservation method (more suitable).
� Disadvantages:-� (i) Action of the respondent do not provide
any reasons for his behaviour or hisattitudes and opinion.
� (ii) It is expensive and time consuming toset up and undertake observation studies.
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� (iii) The data collected is completely
dependent on skills of the observer and
the manner in which he records and
interprets them.� (iv) The studies are not very reliable or
valid since the same results might not hold
true for different observations or twosimilar respondents.
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� (v) Very few respondents can be
contacted owing to time constraints.
Model MCQs
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Q
1. The main purpose of research is :
(a) Expansion of Knowledge
(b) To solve any practical problem
(c) To suggest & provide alternative solutions(d) To provide final answers scientifically to
solve problem.
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� 3. Research is understood as :
(a) Collection of data
(b) Systematic Collection of information.
(c) Identifying a problem
(d) Gathering information
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� 4. As a researcher, identifying the
characteristic features of scientific method:
� (a) Direct observation of phenomena
� (b) Clearly define variables & method
� (c) Self-correction process
� ( d) All of the above
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� 5. In a research process, scientific inquiry
is based on :
� (a) Thinking
� ( b) Reasoning
� (c) Research
� (d) None of the above.
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� 7. Which research aims at enlarging the
boundaries of knowledge :
� (a) Applied Research
� (b) Basic Research.
� (c) Decisional Research
� (d) None of the above
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� 8. If a research is designed to obtained a
preliminary investigation, it is known as :
� (a) Applied Research
� (b) Exploratory Research.
� (c) Conclusive Research
� (d) None of the above
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� 11. If a researcher wants to conduct a
field survey, which approach should he
follow:
� .(a) Sample Survey� (b) Census Survey
� (c) Population
� (d) All the above
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� 12. The Survey Researcher is concerned
with :-
(a) Sampling
(b) Questionnaire Design
(c) Questionnaire Administration
(d) All the above.
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� 16. The first step in the Marketing
Research is :-
� (a) Research Objective
� .(b) Problem Definition
� (c) Collecting information
� (d) Exploratory Research
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� 17. The end product of an Exploratory
Research is :--
� (a) Research Objectives
� (b) More information
� . (c) A set of Hypothesis
� (d) More confusion
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� 19. If the value of information is found tobe positive:
� ( a) The Researcher should go ahead
� with the research
� (b) Stop the Research
� (c) Conduct an Exploratory Research
� (d) None of the above
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� 21. When a relatively small number of respondents is to be contacted in the
urban area in upper-income socio-
economic classes, the best mode for communication is :
� (a) Personal Survey (b) Mail Survey
� (c) Telephone Survey, (d) All the above
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� 22. When the questions require a prompt,spontaneous response from the respondent, the
best method available is :
� (a) Structured- non-disguised mail method
� (b) Structured- non-disguised Personal
� method
� (c) Structured- non-disguised Telephone
� method,
� (d) None of the above
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� 24. A sampling unit is necessarily a partof :-
� .(a) The sampling frame
� (b) The Population
� (c) The sample
� (d) The Target Market
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� 25. Simple Random Sampling shouldalways yield more precise estimates than
Cluster Sampling in Consumer Research
studies. This statement is :� (a) Always True
� .(b) False
� (c) Partly True� (d) Can¶t say
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