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Research Methods William G. Zikmund
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Business Research Methods
William G. Zikmund
Chapter 4:
The Business Research Process
Information
• Reduces uncertainty
• Helps focus decision making
Types Of Research
• Exploratory
• Descriptive
• Causal
COMPLETELYCERTAIN
ABSOLUTEAMBIGUITY
CAUSAL ORDESCRIPTIVE
EXPLORATORY
Uncertainty Influences The Type Of Research
Exploratory Research Descriptive Research Causal Research(Unaware of Problem)(Aware of Problem) (Problem Clearly Defined)
“Our sales are declining and “What kind of people are buying “Will buyers purchase more of we don’t know why.” our product? Who buys our our products in a new package?
competitor’s product?” “Would people be interested “Which of two advertising in our new product idea?” “What features do buyers prefer campaigns is more effective?”
in our product?”poss
ible
situ
atio
n
Degree of Problem Definition
6
Exploratory Research
Secondary data
Experience survey
Pilot studies
Exploratory Research
• Initial research conducted to clarify and define the nature of a problem
• Does not provide conclusive evidence
• Subsequent research expected
Descriptive Research
• Describes characteristics of a population or phenomenon
• Some understanding of the nature of the problem
9
I keep six honest serving men, (they taught me all I knew), their names are
--Rudyard Kipling
what, and why, and when,
and how,and where and
who.”
Descriptive Research Example
• Weight Watchers average customer
• Woman about 40 years old
• Household income of about $50,000
• At least some college education
• Trying to juggle children and a job
Descriptive Research Example
• Men’s fragrance market
• 1/3 size of women’s fragrance market
• But growing at a faster pace
• Women buy 80 % of men’s fragrances
Causal Research
• Conducted to identify cause and effect relationships
Identifying Causality
• A causal relationship is impossible to prove.
• Evidence of causality:– 1. The appropriate causal order of events– 2. Concomitant variation--two
phenomena vary together– 3. An absence of alternative plausible
explanations
Stages of the Research Process
Problem Discoveryand Definition
ResearchDesign
Sampling
DataGathering
Data Processingand Analysis
Conclusions andReport
Discovery andDefinition
and so on
Research Stages
• Cyclical process - conclusions generate new ideas
• Stages can overlap chronologically
• Stages are functionally interrelated– Forward linkages– Backward linkages
Problemdiscovery
Problem definition(statement of
research objectives)
Secondary(historical)
data
Experiencesurvey
Pilotstudy
Casestudy
Selection ofexploratory research
technique
Selection ofbasic research
method
Experiment SurveyObservation Secondary
Data StudyLaboratory Field Interview Questionnaire
Selection ofexploratory research
techniqueSampling
Probability Nonprobability
Collection ofdata
(fieldwork)
Editing andcodingdata
Dataprocessing
Interpretationof
findings
Report
DataGathering
DataProcessingandAnalysis
Conclusionsand Report
Research Design
Problem Discoveryand Definition
The Business Research Process
Problem Discovery
Exploratory Research
Selection of the Basic Research Method
Selection of Sample Design
Collection of the Data
The Research Process (cont.)
Editing and Coding
Data Processing
Interpretation of the Findings
Report
Stages In The Research Process
• Problem Discovery and Problem Definition
• Research Design
• Sampling
• Data Gathering
• Data Processing and Analysis
• Conclusions And Report
Problem Discovery And Definition
• First step
• Problem, opportunity, or monitor operations
• Discovery before definition
• Problem means management problem
“The formulation of the problem is often more essential than its
solution”
Albert Einstein
22
State the research questions and research
objectives
Hypothesis
• A statement
• that can be refuted
• by empirical data
If you do not know where you are going,any road will take you there.
SecondarySecondary((historicalhistorical))
DataData
PilotPilot
StudyStudy
ExperienceExperience
SurveySurvey
CaseCaseStudyStudy
ExploratoryExploratory
ResearchResearch
Exploratory Research Techniques Two Examples
• Secondary data (historical data)– Previously collected– Census of population– Literature survey
• Pilot study– A number of diverse techniques
Focus Group Interview
Research Design
• Master plan
• Framework for action
• Specifies methods and procedures
Basic Research Methods
• Surveys
• Experiments
• Secondary data
• Observation
POPULATIONPOPULATION
SAMPLESAMPLESample: Sample: subsetsubsetof a larger populationof a larger population..
Selecting a Sample
Sampling
• Who is to be sampled?
• How large a sample?
• How will sample units be selected?
Data Gathering Stage
Data Processing and Analysis
Conclusions And Report Writing
• Effective communication of the research findings
Research Proposal
• A written statement of the research design that includes a statement explaining the purpose of the study.
• Detailed outline of procedures associated with a particular methodology
Research Program Strategy
Statement of Research Objectives
Problem Definition
Defining Problem Results inClear Cut Research Objectives
ExploratoryResearch(Optional)
Analysis of the Situation
Symptom Detection