Page 53 - DMGT404 RESEARCH_METHODOLOGY

Unit 3: Research Design

4. Methodology: It is intended to draw out the sequences followed in research and ways and Notes
manners of carrying out the survey and compilation of data.
5. Hypothesis: It is a formal statement relating to the research problem and it need to be
tested based on the researchers' findings.
6. Model: It underlies the nature and structure of the model that the researcher is going to
build in the light of survey findings.

Self Assessment

Fill in the blanks:
15. …………. research is a way of seeing how actions now will affect a business in the future.
16. Synopsis is an abstract form of research which underlines the research procedure followed
and is presented before the guide for evaluating its ……………….

3.6 Experimentation

Experimentation Research is also known as causal research. Descriptive research, will suggest
the relationship if any between the variable, but it will not establish cause and effect relationship
between the variable. Example: The data collected may show that the no. of people who own a
car and their income has risen over a period of time. Despite this, we cannot say "No. of car
increase is due to rise in the income". May be, improved road conditions or increase in number
of banks offering car loans have caused in increase in the ownership of cars.
To find the causal relationship between the variables, the researcher has to do an experiment.

Example:
1. Which print advertisement is more effective? Is it front page, middle page or the last page?
2. Among several promotional measure, such as Advertisement, personal selling, "which
one is more effective"? Can we increase sales of our product by obtaining additional shelf
space? What is experimentation? It is research process in which one or more variables are
manipulated, which shows the cause and effect relationship. Experimentation is done to
find out the effect of one factor on the other. The different elements of experiment are
explained below.

Input Output
Test units
Explanatory variable Dependent variable
(Independent variable)

Test Units
These are units, on which the experiment is carried out. It is done, with one or more independent
variables controlled by a person to find out its effect, on a dependent variable.

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