Introduction to Research Methods in Commerce

Introduction to Research Methods in Commerce
Key concepts, steps, and tools for conducting reliable commercial research

1. Why Research Matters in Commerce

2. Types of Commercial Research

3. The Research Process – Step‑by‑Step

1. Define the Problem & Objectives

   • Write a clear research question (e.g., “What factors drive repeat purchases of brand X?”).
   • Set SMART objectives (Specific, Measurable, Achievable, Relevant, Time‑bound).

2. Review Existing Knowledge

   • Conduct a literature review (academic journals, industry reports, competitor analysis).
   • Identify gaps that your study will fill.

3. Develop a Conceptual Framework

   • Map variables and hypothesized relationships (e.g., Price → Perceived Value → Purchase Intent).
   • Choose a theoretical model (e.g., Theory of Planned Behavior, Diffusion of Innovations).

4. Select Research Design

   • Exploratory: focus groups, depth interviews.
   • Descriptive: cross‑sectional survey, observational study.
   • Causal: laboratory experiment, field A/B test, quasi‑experiment.

5. Choose Data Collection Methods

   Method	Strengths	Limitations
   Surveys (online, face‑to‑face, telephone)	Large samples, standardized data	Response bias, limited depth
   Interviews	Rich insights, flexibility	Time‑consuming, smaller samples
   Observation	Real‑world behavior	May miss internal motivations
   Secondary data (financial statements, market databases)	Cost‑effective, longitudinal	May be outdated or not perfectly aligned with research need

6. Determine Sampling Strategy

   • Probability sampling (simple random, stratified, cluster) → generalizable results.
   • Non‑probability sampling (convenience, purposive, snowball) → useful for exploratory work.
   • Calculate sample size using formulas (e.g., Cochran’s) or power analysis for experiments.

7. Design the Instrument

   • Draft questionnaire or interview guide.
   • Use validated scales where possible (e.g., Likert‑type items for attitude).
   • Pilot test → refine wording, order, and length.

8. Collect Data

   • Follow ethical guidelines (informed consent, confidentiality).
   • Monitor response