CIPLA

1
(No Transcript)
2

• CIPLA
• RANBAXY
• DRL
• WHAT IS COMMON ?

3
UNCERTAINTY

• CAN IT BE ELIMINATED ?
• CAN IT BE REDUCED ?
• RESEARCH REDUCES UNCERTAINTY.

4
RESEARCH

• All of us have done research knowingly or
  unknowingly !!

5

• RESEARCH IS A SYSTEMATIC SEARCH FOR
  INFORMATION.
• RESEARCH IS A PURPOSEFUL INVESTIGATION.

6

• RESEARCH
• FOUNTAIN OF KNOWLEDGE
• TO FIND HIDDEN TRUTH
• TO DISCOVER ANSWERS TO QUESTIONS

7
SIGNIFICANCE OF RESEARCH

• Research leads to invention.
• Helps in solving operational problems.
• Provides the basis for govt. policies.
• Helps in solving social problems.
• Helps in taking decisions.

8
RESEARCH COMMON SENSE

• Systematic
• Objective
• Reproducible
• Relevant

Research is not a fishing expedition.
9
OBJECTIVES

• To gain familiarity with a phenomenon or to
  achieve new insights into it .
• (Exploratory or formulative research studies)
• To find out / portray accurately the
  characteristics of a particular individual,
  situation or a group.
• (Descriptive research studies)

10

• To determine the frequency with which something
  occurs or with which it is associated with
  something else.
• (Diagnostic research studies)
• To test a hypothesis of a causal relationship
  between variables.
• (Hypothesis testing research studies)

11
TYPES OF RESEARCH

• EXPLORATORY RESEARCH
• The literature survey
• The experience survey
• The analysis of case studies

• CONCLUSIVE RESEARCH
• Descriptive research
• Experimental research

12
CLASSIFICATION OF RESEARCH

• Applied Vs. Fundamental research
• Descriptive Vs. Analytical research
• Quantitative Vs. Qualitative research
• Conceptual Vs. Empirical research

13
ROLE OF RESEARCH IN IMPORTANT AREAS
14
MARKETING

• Consumer buying behavior
• Demand forecasting
• Measuring advertising effectiveness
• Media selection
• Product positioning
• New product potential

15
PRODUCTION

• What to produce?
• How much to produce?
• Plant location
• Production process
• Quality process
• Optimum inventory level

16
FINANCE

• Amount of working capital
• Amount of cash
• Investment decisions
• Financing decisions

17
H.R.D.

• Incentives
• Employees turnover
• Performance appraisal
• Recruitment training

18
RESEARCH METHOD

• Methods of data collection
• Statistical methods for study of relationship
• Methods used to evaluate accuracy of the results
  obtained

19
RESEARCH METHODOLOGY

• A way/process to systematically solve the
  research problem
• Cover various steps adopted by the researcher
• Methodology will be different from problem to
  problem

20
CRITERIA OF GOOD RESEARCH

• The purpose of the research should be clearly
  defined.
• The research procedure used should be described
  in sufficient detail.
• The design of research should be properly
  planned.
• Validity and reliability of data should be
  checked carefully.
• Cont..

21

• Method of analysis should be appropriate and
  analysis of data should be adequate.
• Conclusion should be confined to those justified
  to data.
• Researcher should have knowledge, experience and
  integrity.

22
PROCESS OF RESEARCH

• Problem definition
• Research design
• Data collection
• Data analysis
• Interpretation of results

23
R.L.ACKOFF Five Component of a Problem

• Research - Consumer
• Research - Consumers objectives
• Alternative means to meet the objectives
• Doubt in regard to select of objectives
• One or more environment to which the problem
  pertains

24
MERTON Three components in the promulgation of a
problem

• The originating question What
• Rationale of question Why
• The specifying question Possible answer

25
DEFINING A PROBLEM Steps

• Statement of the problem in a general way
• Understanding the nature of the problem
• Surveying the available literature
• Developing the ideas through discussion
• Rephrasing the research problem into working
  proposition

26
A COMPLETE PROBLEM DEFINITION Specify the
following

• Unit of analysis Source of information on
  what, on whom.
• Time and space co-ordinates.
• Characteristics of interest 2 x 2 matrix by
  Frank, Massy Wind.
• Environmental condition
• Beyond
  control
• Within
  control

27
CHARACTERISTICS OF INTEREST
Characteristics
General
Situation specific
Measures
Demographic Socio-economic Purchase behaviour Brand use
Personality Trait Intelligence Attitudes Perceptions
Objective
Inferred
28
RESEARCH PROBLEM AS HYPOTHESIS TESTING

• It is often convenient to structure a research
  problem in term hypothesis to be tested.
• Hypothesis is simply a statement about the
  Universe
• It may or may not be true.
• The research is designed to find out the
  truth.
• Hypothesis guides the researcher to select the
  relevant information

29
SOURCES OF HYPOTHESIS

• Personal experience and observations.
• Hypothesis may rest on the finding of other
  studies.
• Hypothesis may stem from a body of theory.

30
CHARACTERISTICS OF A USEABLE HYPOTHESIS

• It should be empirically tested.
• It should be closest to thing observable.
• It must be conceptually clear.
• It must be specific.

31
RESEARCH DESIGN

• A blue print for the research study .
• Covers various phases of research.
• A comprehensive master plan
• Guiding framework for the research study.

32
RESEARCH DESIGN DECISIONS ARE

• What is the study about ?
• Why is the study being made?
• Where will the study be carried out?
• What type of data required ?
• Where the required data is found?
• What periods of time will the study include?
• Cont..

33

• What will be the sample design?
• What techniques of data collection will be used?
• How will be the data analyzed?
• In what style will the report are prepared?

34
FOUR PHASES OF RESEARCH DESIGN

• Sampling design Methods of selecting items
• Observational design Conditions on which the
  observations are to be made.
• Statistical design How the data to be
  analyzed?
• Operational design procedures to be carried
  out.

35
IMPORTANT CONCEPTS

• Dependent Independent variable.
• Extraneous Variable independent variable not
  related to the purpose of the study.
• Control effect of extraneous variable is
  minimum .
• Research hypothesis.

36
CAUSALITY

• Action outcome
• Causal Variable - Effect Variable
• There is strong evidence to say that there exists
  a strong association.
• The action must precede outcome.
• There is strong evidence to say that there were
  no other possible factors, which could have
  resulted in the observed outcome.

37
RESEARCH DESIGN FOR EXPLORATORY RESEARCH STUDIES

• The survey of literature
• The experience survey
• The analysis of selected cases.
• Design is flexible.
• No structured questions
• Convenience sampling.

38
RESEARCH DESIGN FOR DESCRIPTIVE RESEARCH STUDIES

• Panel Research Design Periodic information
  collection from a sample of respondents.
• Cross Sectional Design Picture of a situation
  at a give point of time.
• Focus Groups for free flowing discussions.

39
RESEARCH DESIGN FOR EXPERIMENTAL RESEARCH STUDIES

• After-only with one Control Group
• Experimental Group RX O1
• Control Group R
  O2
• Before- After with one Control Group
• Experimental Group R O1 O2
• Control Group R O3
  O4
• Treatment Effect A - B(O2O1)-(O4 O3 )

40
THE SOLOMON FOUR GROUPS DESIGN

• Experimental Group1 R Q1 Q2
• Control Group1 R Q3 Q4
• Experimental Group2 R Q5
• Control Group2 R Q6
• Treatment effect Q5-Q6
• Sensitizing Effect (Q2-Q1) - (Q5- Q1Q3)
• 2

41
STRUCTURED QUESTIONNAIRE

• Questions answers are specified.
• Comments in the respondents own words are held
  to a minimum.
• Usually has fixed alternative answers to each
  question.
• Simple to administer to analyse.
• Considered inappropriate for study on attitude
  feelings.

42
UNSTRUCTURED QUESTIONAIRE

• Useful for in-depth interviewer
• More open-ended questions
• Employed in pre-testing and for constructing
  structured questionnaire.

43
DESIGNING A QUESTIONNAIRE

• Covering letter for mailing
• - should be short and simple
• The question sequence
• To be arranged logically
• Personal questions Ask towards the end
• Difficult questions Strain on memory and
  intellect ask towards the end.

44
QUESTIONNAIRE

• The question wording an art
• Should be simple and easy to understood
• Ambiguous questions should be avoided
• Type of questions
• multiple choice / Y/N / open -ended

45
MODEL BUILDING AND DECISION MAKING
46
MODEL

• The body of information about a system gathered
  for the purpose of studying the system
• A set of variables and their interrelationship

47
OBJECTIVES OF MODELLING

• Description of the system functioning
• Prediction of the future
• Helping the decision maker decide what
• to do

48
PRESENTATION OF MODELS

• Verbal or prose models
• Graphical model
• Mathematical model
• Logical flow model

49
TYPES OF MODEL

• Physical Vs. Mathematical
• Macro Vs. Micro
• Deterministic Vs. Stochastic

50
MODEL BUILDING

• Identifying and formulating the decision problem
• Identifying the objective(s) of the decision
  maker(s)
• Identifying the elements of the system
• Determining the relevance of different aspects of
  the system
• Model calibration
• Implementation

51
PROPOSAL FOR A RESEARCH PROJECT

• Descriptive title of the study
• Names of authors and their background
• Nature of the study
• Problem to be examined / objectives
• Significance and need for the study
• Background information available
• Scope of the study
• To whom it will be useful
• 
  
  
  Cont..

52
PROPOSAL Cont..

• Hypothesis, if any, to be tested
• Data sources, collection procedure,
  methodology
• Equipment and facilities required
• Schedule target dates for completing Library
  research, data collection, tabulation and
  analysis, first draft and final draft
• Cost estimates
• Bibliography

53
PARTS OF A REPORT

• Cover and the title page
• Introductory pages
• Forward
• Preface
• Acknowledgement
• Contents
• List of tables and charts
• Abstract
• 
  Cont..

54
REPORT Cont..

• Text
• Introduction- Concept- Analysis-conclusion-
  Quotations-footnotes/references- Tables
• Reference section
• Appendices
• Bibliography
• Glossary (if required)

55
PRESENTATION OF REPORTS

• Presentation skill is the ability to mix in the
  right proportion various elements of
• Communication dimension
• Presentation package
• Use of Audio-Visual aids

56
COMMUNICATION DIMENSION

• Purpose
• Audience
• Media
• Message
• Time
• place

57

• Presentation package
• Pre-presentation handout
• Post-presentation handout
• Use of audio-visual aids

58
(No Transcript)