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Unit 2: Introduction to Research

empirical research as that type of research where we try to deduce some logic and principles Notes
based on our survey reports. In other words, when we want to analyze the survey report using
some mathematical and statistical tools and deduce logic to authenticate our findings, we follow
the empirical research method.

2.1 Meaning of Research

Research has been defined by various authors in different ways. It always begins with a question
or a problem. Its purpose is to find answers to questions through the application of systematic
and scientific methods. Thus, research is the systematic approach towards purposeful
investigation. This needs formulating a hypothesis, collection of data on relevant variables,
analyzing and interpreting the results and reaching conclusions either in the form of a solution
or certain generalizations.

Notes Research is an academic activity and a systematized effort to gain new knowledge.
Research in common man's language refers to "search for knowledge".
Research is an art of scientific investigation. It is also a systematic design, collection, analysis
and the reporting, the findings and solutions for the marketing problems of a company. Research
is required because of the following reasons:
 To identify and find solutions to the problems

 To help making decisions
 To develop new concepts
 To find alternate strategies
To identify and find solutions to the problem
To understand the problem in depth. For example, "Why is that, demand for a product falling"?
"Why business fluctuation takes place once in three years"? By identifying the problem precisely,
it is easy to collect the relevant data to solve the problem.
 To help making decisions

Example: Should we maintain the same advertising budget as last year? Research will
provide an answer to this question.

 To find alternative strategies

Example: Should we follow pull strategy or push strategy to promote the product?

 To develop new concepts

Example: CRM, Horizontal Marketing, MLM etc.

2.1.1 Definition of Research

Research may be defined as a documented prose work. Documented prose work means organized
analysis of the subject based on borrowed materials with suitable acknowledgement and
consultation in the main body of the paper. Research in management is particularly important
to find out different phenomena.

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