Page 17 - DMGT404 RESEARCH_METHODOLOGY

Unit 1: Introduction to Research

Sales decline in a company may be due to: Notes
1. Inefficient service
2. Improper price
3. Inefficient sales force

4. Ineffective promotion
5. Improper quality
The research executives must examine such questions to identify the most useful avenues for
further research. Preliminary investigation of this type is called exploratory research. Expert
surveys, focus groups, case studies and observation methods are used to conduct the exploratory
survey.
1.4.2 Descriptive Research

The main purpose of descriptive research is to describe the state of view as it exists at present.
Simply stated, it is a fact finding investigation. In descriptive research, definite conclusions can
be arrived at, but it does not establish a cause and effect relationship. This type of research tries
to describe the characteristics of the respondent in relation to a particular product.
1. Descriptive research deals with demographic characteristics of the consumer. For example,
trends in the consumption of soft drink with respect to socio-economic characteristics such
as age, family, income, education level etc. Another example can be the degree of viewing
TV channels, its variation with age, income level, profession of respondent as well as time
of viewing. Hence, the degree of use of TV to different types of respondents will be of
importance to the researcher. There are three types of players who will decide the usage of
TV: (i) Television manufacturers, (ii) Broadcasting agency of the programme, (iii) Viewers.
Therefore, research pertaining to any one of the following can be conducted:
(a) The manufacturer can come out with facilities which will make the television more
user-friendly. Some of the facilities are – (i) Remote control, (ii) Child lock,
(iii) Different models for different income groups, (iv) Internet compatibility etc.,
(v) Wall mounting etc.
(b) Similarly, broadcasting agencies can come out with programmes, which can suit
different age groups and income.
(c) Ultimately, the viewers who use the TV must be aware of the programmes appearing
in different channels and can plan their viewing schedule accordingly.

2. Descriptive research deals with specific predictions, for example, sales of a company's
product during the next three years, i.e., forecasting.
3. Descriptive research is also used to estimate the proportion of population who behave in
a certain way.

Example: "Why do middle income groups go to Food World to buy their products?"

A study can be commissioned by a manufacturing company to find out various facilities that can
be provided in television sets based on the above discussion.

Similarly, studies can be conducted by broadcasting stations to find out the degree of utility of
TV programmes.

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