Upload
itishaagrawal41
View
259
Download
1
Tags:
Embed Size (px)
DESCRIPTION
4. Types of Research & Research Process
Citation preview
Business Research Methods
William G. Zikmund
Chapter 4: The Business Research Process
InformationReduces uncertaintyHelps focus decision making
Types Of ResearchExploratoryDescriptiveCausal
COMPLETELYCERTAINABSOLUTEAMBIGUITYCAUSAL ORDESCRIPTIVEEXPLORATORYUncertainty Influences The Type Of Research
Exploratory ResearchDescriptive ResearchCausal Research(Unaware of Problem)(Aware of Problem)(Problem Clearly Defined)
Our sales are declining and What kind of people are buyingWill buyers purchase more of we dont know why.our product? Who buys ourour products in a new package?competitors product? Would people be interested Which of two advertising in our new product idea?What features do buyers prefercampaigns is more effective?in our product?
possible situationDegree of Problem Definition
Defining Problem Results inClear Cut Research ObjectivesExploratoryResearch(Optional)Symptom Detection
Exploratory ResearchInitial research conducted to clarify and define the nature of a problemDoes not provide conclusive evidenceSubsequent research expected
*Exploratory ResearchSecondary data
Experience survey
Pilot studies
Exploratory Research Techniques Two ExamplesSecondary data (historical data)Previously collectedCensus of populationLiterature surveyPilot studyA number of diverse techniques
Focus Group Interview
Descriptive ResearchDescribes characteristics of a population or phenomenonSome understanding of the nature of the problem
Descriptive Research ExampleWeight Watchers average customerWoman about 40 years oldHousehold income of about $50,000At least some college educationTrying to juggle children and a job
Descriptive Research ExampleMens fragrance market1/3 size of womens fragrance marketBut growing at a faster paceWomen buy 80 % of mens fragrances
Causal ResearchConducted to identify cause and effect relationships
Identifying CausalityA causal relationship is impossible to prove. Evidence of causality:1. The appropriate causal order of events2. Concomitant variation--two phenomena vary together3. An absence of alternative plausible explanations
Stages of the Research ProcessProblem Discoveryand DefinitionResearchDesignSamplingDataGatheringData Processingand AnalysisConclusions andReportDiscovery andDefinitionand so on
Research StagesCyclical process - conclusions generate new ideasStages can overlap chronologicallyStages are functionally interrelatedForward linkagesBackward linkages
ProblemdiscoveryProblem definition(statement ofresearch objectives)Secondary(historical)dataExperiencesurveyPilotstudyCasestudySelection ofexploratory researchtechniqueSelection ofbasic researchmethodExperiment
Survey
ObservationSecondaryData StudyLaboratoryFieldInterviewQuestionnaireSelection ofexploratory researchtechniqueSamplingProbabilityNonprobabilityCollection ofdata(fieldwork)Editing andcodingdataDataprocessingInterpretationoffindingsReportDataGatheringDataProcessingandAnalysisConclusionsand ReportResearch DesignProblem Discoveryand Definition
The Business Research Process
The Research Process (cont.)
Stages In The Research ProcessProblem Discovery and Problem DefinitionResearch DesignSamplingData GatheringData Processing and AnalysisConclusions And Report
Problem Discovery And DefinitionFirst stepProblem, opportunity, or monitor operationsDiscovery before definitionProblem means management problem
*State the research questions and research objectives
HypothesisA hypothesis is a proposition that is empirically testable. It is a statement /assumption concerned with the relationship among variables, at the empirical level.
Research DesignMaster planFramework for actionSpecifies methods and procedures
Research ProposalA 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
Basic Research MethodsSurveysExperimentsSecondary dataObservation
POPULATIONSAMPLE
Sample: subsetof a larger population.Selecting a Sample
SamplingWho is to be sampled?How large a sample?How will sample units be selected?
Data Gathering Stage
Data Processing and Analysis
Conclusions And Report WritingEffective communication of the research findings
*******************************