Page 34 - DMGT209_QUANTITATIVE_TECHNIQUES_II

Unit 2: Introduction to Research

Maintaining Continuity in Investigation Notes

Science is marked by continuity. This is because, every time there is an invention, the same is
carried forward for further improving the same.

Example: Basic telephony vs Latest mobile phones, early steam engines vs electrically
driven engines.

In marketing research, there is less continuity. The present researcher does not start from where
it was left off. Each project is independent. What is learnt in one assignment is not made use of
in subsequent projects.
Due to all the above three reasons, we can conclude that marketing research is not scientific.

2.7.4 Difficulties in Applying Scientific Methods to Marketing Research

 Role of investigators
 Inaccuracy of measuring instruments

 Influence of measurement
 Pressures of time-frame
 Testing of hypothesis
 Complexity of the subject.

Role of Investigators

Organisations are the clients of researchers. Sometimes, the investigator tries to fit in results
which are readily acceptable to clients. This is possible when the investigator manipulates the
data or does not conduct an exhaustive study. In either of these circumstances, the study becomes
unscientific.

Inaccuracy of Measuring Instruments

Accuracy of measurement separates scientific and unscientific methods. Since human beings are
the participants, subjectivity invariably creeps in. Most of the information obtained from the
respondent is qualitative in nature.

Example: Brand preference of a respondent. The respondent might say that "I immensely
like this brand." It is difficult, if not impossible, to quantify this reply. The questionnaire used to
measure attitudes is not precise.
Also, each of the interviewers will administer the questionnaire differently. Added to this, the
respondent's casual answer may be due to pre-occupation, fatigue etc.

Influence of Measurement

In physical sciences, the researcher can repeat an experiment any time to get the same results.
This is not the case with marketing research. When a respondent realises that he is being measured,
his response and behaviour undergoes a change. Because, human reaction changes quickly. The
reliability and validity of research will suffer a great deal.

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