Podcast
Questions and Answers
What percentage of respondents in the 1950 Nescafe study identified as 'thrifty'?
What percentage of respondents in the 1950 Nescafe study identified as 'thrifty'?
- 18%
- 4% (correct)
- 36%
- 12%
Which step is NOT part of the research process detailed in the content?
Which step is NOT part of the research process detailed in the content?
- Doing Field Work or Collecting Data
- Formulating a Hypothesis (correct)
- Preparing and Presenting the Report
- Preparing and Analyzing Data
How did the perception of the 'lazy wife' change from 1950 to 1970 in the Nescafe study?
How did the perception of the 'lazy wife' change from 1950 to 1970 in the Nescafe study?
- It increased slightly.
- It decreased significantly. (correct)
- It remained unchanged.
- It was eliminated from the study.
Burke emphasizes the importance of which aspect in the marketing research process?
Burke emphasizes the importance of which aspect in the marketing research process?
In 1970, what was the percentage of 'thrifty' respondents in the Maxwell study?
In 1970, what was the percentage of 'thrifty' respondents in the Maxwell study?
What is an attribute of a good research topic that ensures it is relevant and impactful?
What is an attribute of a good research topic that ensures it is relevant and impactful?
Which factor contributed to a higher percentage of 'thrifty' respondents in the 1970 Nescafe study compared to 1950?
Which factor contributed to a higher percentage of 'thrifty' respondents in the 1970 Nescafe study compared to 1950?
What was the percentage of respondents in the 1950 Maxwell study who identified as 'spendthrift'?
What was the percentage of respondents in the 1950 Maxwell study who identified as 'spendthrift'?
What is a key characteristic of true research?
What is a key characteristic of true research?
What does management research uniquely emphasize?
What does management research uniquely emphasize?
Which of the following is NOT considered research?
Which of the following is NOT considered research?
What problem does evidence-based management address?
What problem does evidence-based management address?
What was a significant reason for women's initial dissatisfaction with Nescafe instant coffee?
What was a significant reason for women's initial dissatisfaction with Nescafe instant coffee?
What is the primary function of marketing research?
What is the primary function of marketing research?
Which of the following represents a challenge in management research?
Which of the following represents a challenge in management research?
Which method is suggested to overcome management research challenges?
Which method is suggested to overcome management research challenges?
What is one primary concern when considering the completion of a research project?
What is one primary concern when considering the completion of a research project?
Which technique is not typically associated with idea generation?
Which technique is not typically associated with idea generation?
How does the adoption of data-driven decision-making influence financial outcomes?
How does the adoption of data-driven decision-making influence financial outcomes?
What is a crucial factor to consider when refining a research topic?
What is a crucial factor to consider when refining a research topic?
What is the purpose of using the Delphi Technique in research?
What is the purpose of using the Delphi Technique in research?
Which factor does not contribute to the effectiveness of big data analytics in customer segmentation?
Which factor does not contribute to the effectiveness of big data analytics in customer segmentation?
What is considered a key aspect of conducting a successful preliminary study?
What is considered a key aspect of conducting a successful preliminary study?
Which of the following is not a strategy for searching literature in research?
Which of the following is not a strategy for searching literature in research?
What does the 'M' in SMART objectives stand for?
What does the 'M' in SMART objectives stand for?
Which characteristic is true of exploratory research?
Which characteristic is true of exploratory research?
What is a key difference between descriptive and exploratory research?
What is a key difference between descriptive and exploratory research?
Which type of research design involves the manipulation of independent variables?
Which type of research design involves the manipulation of independent variables?
Which of the following research designs is best for estimating the percentage of a population exhibiting specific behaviors?
Which of the following research designs is best for estimating the percentage of a population exhibiting specific behaviors?
In a longitudinal design, the primary goal is to understand:
In a longitudinal design, the primary goal is to understand:
What is one of the main outcomes of exploratory research?
What is one of the main outcomes of exploratory research?
Which method is typically used in descriptive research design?
Which method is typically used in descriptive research design?
When creating a research proposal, which of the following sections would typically come after the background?
When creating a research proposal, which of the following sections would typically come after the background?
Which cohort was born between 1940 and 1949 based on the age cohort definitions provided?
Which cohort was born between 1940 and 1949 based on the age cohort definitions provided?
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Study Notes
Session Overview
- Introduction to Business Research Methods led by Dr. Gopinath Krishnan at IIM Tiruchirappalli.
- Evaluation scheme includes group project (40%), individual quiz (10%), and final exam (50%).
Understanding Research
- True research involves systematic collection and interpretation of information with clear purpose.
- Common misconceptions about research include mere fact collection, reordering information with no analysis, and using 'research' for marketing.
Management Research
- Unique aspects include being transdisciplinary with personal or commercial benefits, and a dynamic, contextual nature.
- Challenges include theory-practice gaps, knowledge transfer issues, and problems in knowledge production.
- Solutions involve collaboration, co-creation, action research, and applied research.
Marketing Research
- Acts as a link between consumers, customers, and marketers via information exchange.
- Nescafe's introduction of instant coffee (1938) faced initial resistance based on consumer's flavor dissatisfaction.
Nescafe Case Studies
- Research in 1950 surveyed customer perceptions, showing high association with labels like 'lazy wife' or 'poor planner'.
- Results evolved from 1950 to 1970, indicating shifting perceptions of personal responsibility and thriftiness.
Research Process Steps
- Step 1: Define the Problem
- Step 2: Develop an Approach
- Step 3: Formulate a Research Design
- Step 4: Collect Data
- Step 5: Analyze Data
- Step 6: Present the Report
Formulating Research Topics
- Crucial for targeting research efforts with clarity on specific questions or problems.
- Attributes of a good research topic include feasibility, appropriateness, personal interest, relevance to theory, and resource accessibility.
Idea Generation Techniques
- Methods include brainstorming, media scanning, literature review, and discussions.
- Refinement processes like the Delphi Technique ensure thoughtful consideration of research ideas.
Research Design Framework
- A structured blueprint that outlines procedures for obtaining necessary information.
- Types of research include exploratory (insight discovery), descriptive (characteristics description), and causal (cause-and-effect relationships).
Descriptive Research Designs
- Used to describe groups, estimate behavioral percentages, and predict outcomes.
- Variants include single cross-section and longitudinal designs for tracking changes over time and understanding relationships between variables.
Research Proposal Content
- Should include a working title, background literature, research questions, method approaches, and required resources.
- Timescale and key references enhance the proposal’s comprehensiveness and credibility.
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