Page 20 - DMGT404 RESEARCH_METHODOLOGY

Research Methodology

Notes 1.4.11 Library Research

This is done to gather secondary data. This includes notes from the past data or review of the
reports already conducted. This is a convenient method whereby both manpower and time are
saved.

Self Assessment

Fill in the blanks:
13. ................... is conducted to solve a problem.
14. In ................... research, an examination of relationship that exists between independent
and dependent variable is studied.
15. ................... research is generally used by philosophers.
16. Descriptive research deals with ................... characteristics of the consumer

17. Evaluation research is an example of ................... research
18. ................... research is done to gather secondary data.
19. Gathering knowledge for knowledge's sake is known as ................... research.

20. In exploratory research, all possible reasons which are ................... are eliminated
1.5 Summary

 Research originates in a decision process.
 Usually a research is said to begin with a question or a problem.
 In research process, management problem is converted into a research problem which is
the major objective of the study.
 Research question is further subdivided, covering various facets of the problem that need
to be solved.
 The role and scope of research has greatly increased in the field of business and economy
as a whole.

 The study of research methods provides you with knowledge and skills you need to solve
the problems and meet the challenges of today is modern pace of development.

1.6 Keywords

Ad Tracking: It is periodic or continuous in-market research to monitor a brand's performance
using measures such as brand awareness, brand preference, and product usage.
Advertising Research: It is a specialized form of marketing research conducted to improve the
efficacy of advertising.

Concept Testing: To test the acceptance of a concept by target consumers.
Copy Testing: It predicts in-market performance of an ad before it airs by analyzing audience
levels of attention, brand linkage, motivation, entertainment, and communication, as well as
breaking down the ad's flow of attention and flow of emotion.

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