Page 310 - DMGT404 RESEARCH_METHODOLOGY

Research Methodology

Notes obligation to present the findings accurately and objectively. Less accurate report means, injustice
to the management.
Currency: Currency refers to the time span between completion of the research project and
presentation of the research report to management. If the management receives the research
report too late, the results are no longer valid due to environmental changes, and then the report
will have no or little value for decision making. Currency is one of the reasons for orally or
informally communicating preliminary research results to management to ensure timely decision
making.
Sufficiency: The research report must have sufficient details, so that important and valid decision
can be made. Sometimes the sample size, sample representativeness may act as a constraint for
sufficient details not being available.

Example: Data required by the management, say segment wise market, whereas overall
market data is available.

Notes A research report must document methodology and techniques used so that an
assessment can be made regarding validity, reliability and generalizability. Therefore,
sufficiency refers to whether enough information is present in the research report to
enable the manager to take valid decision.
It should be remembered that sufficiency characteristic does not mean that all possible research
project information must be incorporated in the research report. A researcher should include in
a report only that information, which is necessary to convey complete perspective of the research
project.
Availability: The fourth important characteristic of research report is that, it is available to the
appropriate decision maker when they need it. Availability refers to the communication process
between researcher and the decision maker. We use the word 'appropriate decision maker' to
emphasize the fact "who should or who should not have access to the report". This decision is
made by the management, and it is the duty of the researcher to carry out this decision. Most
reports carry confidential information. Therefore, it is necessary to restrict the report availability,
to individuals as well as outside of an organization to prevent the competitor from having
access to it.
Relevancy: The research report should be confined to the decision issue researched. Sometimes
the researcher might include some information, which he thinks is interesting, but may not
have any relevance. This type of information should be excluded from the report.

Example: A researcher may be preparing a report on the audience perception of RJs
(Radio Jockeys). This may be done with a view to recruit them based on the perception. In this
context, a lengthy commentary on relative audience appeal of each radio station is included.
This type of data may be readily available from some research agency, who is selling commercial
data. Therefore, including this type of aspect may not be necessary.

14.1.2 Semantic Characteristics

Semantic characteristics are equally important in report. The report should be grammatically
correct. It should be free from spelling and typing errors. This will ensure that there is no
ambiguity or misunderstanding. Assistance of a proof reader, other than the researcher would
be required to eliminate the above errors.

304 LOVELY PROFESSIONAL UNIVERSITY