REPORT PREPARATION

 Report preparation and presentation constitutes the final step in marketing research preceded by defining the problem, approach development, formulation of the research design, fieldwork and data preparation and analysis. 

MULTIVARIATE ANALYSIS

Multivariate analysis refers to those statistical techniques employed to analyze data consisting of observations relating to a reality involving two or more variables. It is a usual form used to categorize a group of analytic methods whose major characteristic is the simultaneous analysis of independent variable and dependent variables. Thus, if an analysis considers, for instance, four independent variables and two dependent variables treated simultaneously, it is known as a multivariate analysis. Of all methods of analysis, multivariate techniques are the most powerful and appropriate for behavioral and educational research. Multivariate methods are largely logical extensions of uni-variate techniques.

Multivariate analysis is mostly applied for:

• Marketing research
• Consumer  Research
• Process control
• Research and development
• Quality control
• Quality assurance across  different industries
• Process optimization and

Multivariate Analysis can assist in:

• In Identifying relationships between a metric-scaled dependent variable and one or more categorical (nominal or ordinal) independent variables (ANOVA) The basic principle underlying the technique is that the total variation in the dependent variable is divided into two parts- one, variation attributed to some specific causes (known as variation between samples) and the other attributed to chance called as (variation within samples
• Factor analysis is a multivariate statistical technique which makes no distinction between dependent and independent variables. The factor analysis analyses all variables under investigation in order to extract the underlined factors explaining most part of the variations of the original set of data.
• Multivariate analysis is used to predict group membership and classify objects into one of the alternative groups on the basis of a set of predictor variables. The dependent variable in discriminant analysis is categorical and on a nominal scale, whereas the predictor variables are either internal or ratio scale in nature. When we have two categories of dependent variable, we have two group discriminant analyses and when there are more than two groups, it involves multiple discriminant analysis. 

 Techniques of Multivariate Analysis:

Among different, multivariate tools available, SPSS is a comprehensive and flexible statistical analysis and data management solution. It can take data from almost any type of file and use them to generate tabulated reports, charts, and plots of distributions and trends, descriptive statistics, and conduct complex statistical analyses.

UNIVARIATE ANALYSIS

Uni variate analysis is a single-variable analysis.  In a questionnaire-based marketing research project, each question often represents a variable under study.    Simple tabulation involving single variable constitutes uni variate analysis. In most marketing research applications, a survey of some sort is the method used, whether it is conducted through mail, a personal interview, over the phone or more recently, on the Internet.  There are however, other classes of study available, one of which is observation.  The other widely used class of study is known as experimentations.  Just like in a laboratory, we manipulate certain variables (usually marketing related ones in marketing research), and observe changes in other variables (for example: sales, or consumer behavior, or attitude) 

NON-PARAMETRIC TESTS

 Non-parametric tests are used when the independent variables are non-metric.  Like parametric tests, nonparametric tests are available for testing variables from one sample, two independent samples or two related samples.

PARAMETRIC TESTS

Parametric test provide inferences for making statements about the means of parent populations.  A t test is often used for this purpose.  This test is based on the Student’s t statistic. 

 The t statistic assumes that the variable is normally distributed and the mean is known (or assume to be known) and the population variance is estimated from the sample.  An assumption about the normal distribution of the random variable is made with mean m and unknown population variance s2, which is estimated by the sample variance s2.

HYPOTHESIS TESTING

Generally, all research projects are started with in-depth interviews of the business heads generating hypotheses about the topic being researched.  At the end of this meeting, it’s usually important to stress with the business heads that these are just hypotheses that need to be validated with research.  The reason is that often these hypotheses are viewed to be facts without any evidence to support them – corporate assumptions.  The fact the business leaders articulated them can further engrain their beliefs. It may seem obvious, but other benefits of involving the business leaders in the early hypothesis generation phase are to:

DATA ANALYSIS

Analysis of data refers to seeing the data in the light of hypotheses or research problems and the prevailing theories and inferring conclusions amenable to theory as possible. In data analysis, we combine together number of questions thereby creating in new variable and analyze the interdependence between questions, variable and goals e.g. How new students select universities for new admissions?  

IMPACT OF PERSUASION AND TECHNOLOGY

Customers select banks on the basis of internal persuasion, external persuasion and technology. In order to attract and retain customers for a longer time, the banks pay attention on their priorities of customers. Purpose of the study was to examine the impact of persuasion and technology on the selection and usage of banks by the customers. The study concluded that banks significantly differ in persuasion and technology. Some banks emphasize more on external persuasion while others stress more on internal persuasion. others emphasize more on external persuasion and technology. The study revealed that technology and external persuasion have a significant impact on the customers’ selection of banks and the usage of banking products and services by the customers.

 Keywords: Bank customers, internal persuasion, external persuasion, technology, selection, bank usage.
Full text of the paper can be visited at 

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MULTISTAGE & CLUSTER SAMPLING

Multi-stage Sampling:  
This  sampling procedure is carried out in several stages. The population is first divided into large groups known as first stage units.  Every first stage unit is divided into smaller groups, known as second stage units.

SYSTEMATIC RANDOM SAMPLING

Systematic Random Sampling:

This method is usually used in those cases where a complete list of the population from which the sample has to be drawn is available. 
Under this method the K^th item is picked up from the sample frame and k is the sampling interval defined as: K=N/n   Where, N is the size of the population and n is the size of the sample.

STRATIFIED RANDOM SAMPLING

 The population is divided into several groups known as strata. If a given population has distinct characters, it is represented as a heterogeneous population. In such instances adequate care shall be taken to ensure proper representation to all the distinct characters of the universe. In order to ensure proportionate representation of all the characters, the technique of simple random sampling is not considered suitable.

TECHNIQUES OF PROBABILITY SAMPLING

The simple random simple is the simplest form of probability sampling technique. It requires that all probability sample necessary should provide a known nonzero chance of selection for each population element. Simple random sample is thought as a particular case where each population element has a known and equal chance of selection.

ERRORS IN SAMPLING

Answer: SAMPLING AND NON-SAMPLING ERRORS

Errors in statistics are classified in two categories:

1.    Sampling Errors or Random Error        
2.    Non-Sampling Errors or Human Error 

Sampling Errors: 

Sample always gives approximation to the parameter of universe. So, the differences between the actual figure and the estimated figure are always there. These differences are sampling errors. So, the sampling errors always have their origin in sampling. Such errors are not found in census or complete enumeration.

LAW OF STATISTICAL REGULARITY

This principle signifies the representative character of the sample. The law of statistical regularity indicates that a moderately large number of items chosen at random from a large group are almost sure to possess, on an average, the characteristics of the large group.

CONVENIENCE SAMPLING

Convenience Sampling: A sample obtained from readily available lists such as telephone directories or other prepared population statements is called convenience sample.

QUOTA SAMPLING

Quota Sampling is one kind of purposive or judgment sampling.  A quota sample is one in which the investigator is directed to collect information from an assigned number or quota of individuals, in each of the several groups characterized in the universe. 

NON-PROBABILITY SAMPLING

Non-probability sampling does not use random sampling. However, they are often necessary and unavoidable. Their weaknesses to some degree can be removed by using knowledge, expertise and care in choosing samples.

ETHICAL CONSIDERATIONS IN BUSINESS RESEARCH - TREATMENT OF TEAM MEMBERS

Another important ethical consideration for the researcher is the safety of research team and their own safety. The responsibility for observance of ethical behaviour lies with the research who along with research assistants, is charged with the responsibility of maintaining the anonymity of both the sponsor and the respondent. 

ETHICAL CONSIDERATIONS IN BUSINESS RESEARCH

While dealing with the research client, there are several considerations which must be kept in mind at the time of undertaking research of any sort either market, product, financial or human resource or any other type.

ETHICAL CONSIDERATIONS IN BUSINESS RESEARCH

Ethics consists of norms or standards of behavior that guide ethical alternative about our behavior and our relationships with others. The aim of ethics in research is to make sure that nobody is harmed or suffers adverse consequences from research activities. This objective is sometimes achieved. However, unethical activities are pervasive and embody violating nondisclosure agreements, breaking respondent confidentiality, misrepresenting results, deceiving individuals, invoicing irregularities, avoiding legal liability and more so.