Institute: University School of Business
Department: Bachelor of Business
Administration
Bachelor of Business Administration
Market Research 20BAT332
Dr. Amitabh Mishra
Market Research
DISCOVER . LEARN . EMPOWER
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Dr. Amitabh Mishra
Market Research
Learning Objectives
CO No.
Title
Level
CO1
To understand the Decision making in marketing and the role of MR to
provide relevant Information, Sources of data.
Understand
CO2
To understand the Design of questionnaires and Schedules, Sampling
Sample size determination, sampling plans and methods.
Understand
CO3
To understand the Data Editing, Coding and tabulation, Tests of
hypothesis- Uni, and multi variate tests, Chi Square tests and ANOVA.
Analysis of Experimental designs.
Apply
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Research Hypotheses
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Hypothesis Defined
•
An educated guess
•
A tentative point of view
•
A proposition not yet tested
•
A preliminary explanation
•
A preliminary Postulate
Dr. Amitabh Mishra
“Hypothesis is a formal statement that presents the expected
relationship between an independent and dependent
variable.”
(Creswell, 1994)
“A hypothesis is a logical supposition, a reasonable guess, an
educated conjecture. It provides a tentative explanation for a
phenomenon under investigation." (Leedy and Ormrod,
2001)
Dr. Amitabh Mishra
HYPOTHESIS: Example
•The mileage of the Maruti Wagon R is as good as Hyundai Santro.
•The customer loyalty of Parle is better than Britannia.
•These hypotheses are capable of being objectively verified and tested
Types of Hypotheses
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Categorizing Hypotheses
Can be categorized in different ways
Based on their formulation
1.
•
Null Hypotheses and Alternate Hypotheses
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Null Hypotheses and Alternate Hypotheses
•
Null hypothesis always predicts that
• No differences between the groups being studied (e.g., experimental vs. control group) or
• No relationship between the variables being studied
•
By contrast, the alternate hypothesis always predicts that there will be a
difference between the groups being studied (or a relationship between the
variables being studied)
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Hypotheses Testing
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Steps in Hypothesis Testing
Problem Definition
Clearly state the null and
alternate hypotheses.
Choose the relevant test
and the appropriate
probability distribution
Determine the
significance level
Choose the critical value
Determine the
degrees of
freedom
Compute relevant
test statistic
Compare test statistic and
critical value
Decide if one-or
two-tailed test
Does the test statistic fall
in the critical region?
No
Do not reject null
Yes
Reject null
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Errors in
Hypotheses Testing
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Errors in Hypothesis Testing
DATA ANALYSIS OUTCOME
In Population
Accept Null
Hypothesis
Reject Null
Hypothesis
Null Hypothesis
True
Correct Decision
Type I Error
Null Hypothesis
False
Type II Error
Correct
Decision
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Type I Error
•
Type I error occurs when the sample results lead to the rejection of the null hypothesis when
it is in fact true.
•
The probability of type I error (α) is also called the level of significance.
Type II Error
•
Type II error occurs when, based on the sample results, the null hypothesis is not rejected
when it is in fact false.
•
The probability of type II error is denoted by β.
•
Unlike α, which is specified by the researcher, the magnitude of β depends on the actual value
of the population parameter (proportion).
Dr. Amitabh Mishra
References
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Textbooks / Reference Books
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T1: Naresh Malhotra, Marketing Research: Applied Orientation, Pearson.
•
T2: Zikmund, Marketing Research, Cengage Learning, New Delhi.
•
T3: Tull, Donald S, Hawkins Del I, Marketing Research. Measurement and Methods PHI.
•
R1: Nargundkar, R. 2102. Marketing Research, 4th Ed., Tata McGraw Hill, India, ISBN:
9780070221874
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•
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https://www.questionpro.com/blog/business-research/
http://studylecturenotes.com/10-steps-in-research-process/
https://www.youtube.com/watch?v=rXBH3YcOI6k
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Thanking You!
For queries Email: amitabh.e12078@cumail.in
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