6. Research Methodology - I

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    Business

    Research Methods

    William G. Zikmund

    Chapter 6:

    Problem Definition and the

    Research Proposal

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    A Sea Horses Tale

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    Problem

    discovery

    Problem definition

    (statement of

    research objectives)

    Secondary

    (historical)

    data

    Experience

    survey

    Pilot

    study

    Case

    study

    Selection of

    exploratory research

    technique

    Selection of

    basic research

    method

    Experiment Survey

    ObservationSecondary

    Data StudyLaboratory Field Interview Questionnaire

    Selection ofexploratory research

    techniqueSampling

    Probability Nonprobability

    Collection of

    data

    (fieldwork)

    Editing and

    codingdata

    Data

    processing

    Interpretation

    of

    findings

    Report

    DataGathering

    DataProcessing

    andAnalysis

    Conclusionsand Report

    Research Design

    Problem Discoveryand Definition

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    COMPLETELY

    CERTAIN

    ABSOLUTE

    AMBIGUITY

    CAUSAL OR

    DESCRIPTIVE

    EXPLORATORY

    Uncertainty Influences the Type

    of Research

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    Problem Discovery and Definition

    First step

    Problem, opportunity, or monitor operations

    Discovery before definition

    Problem means management problem

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    The formulation of the problem

    is often more essential than its

    solution.

    Albert Einstein

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    Problem Definition

    The indication of a specific business

    decision area that will be clarified by

    answering some research questions.

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    Statement of

    Research Objectives

    Problem Definition

    Defining Problem Results in

    Clear Cut Research Objectives

    Exploratory

    Research

    (Optional)

    Analysis ofthe Situation

    Symptom Detection

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    The Process of

    Problem DefinitionAscertain the

    decision makers

    objectives

    Understand

    background of

    the problem

    Isolate/identify

    the problem, not

    the symptoms

    Determine unit of

    analysis

    Determine

    relevant variables

    State research

    questions and

    objectives

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    Ascertain the Decision Makers

    Objectives Decision makers objectives

    Managerial goals expressed in measurable

    terms.

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    The Iceberg Principle

    The principle indicating that the dangerouspart of many business problems is neither

    visible to nor understood by managers.

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    Understand the Background of

    the Problem Exercising judgment

    Situation analysis - The informal gathering

    of background information to familiarize

    researchers or managers with the decision

    area.

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    Isolate and Identify the Problems,

    Not the Symptoms Symptoms can be confusing

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    Symptoms Can Be ConfusingTwenty-year-old neighborhood swimming

    association:

    Membership has been declining for years.

    New water park -residents prefer the

    expensive water park????

    Demographic changes: Children have

    grown up

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    Problem Definition

    Organization Symptoms Based on Symptom True Problem

    Twenty-year-old

    neighborhood

    swimming

    association in a

    major city.

    Membership has been

    declining for years.

    New water park with

    wave pool and water

    slides moved into

    town a few years ago.

    Neighborhood

    residents prefer the

    expensive water

    park and have

    negative image of

    swimming pool.

    Demographic changes:

    Children in this 20-

    year-old neighborhood

    have grown up. Older

    residents no longer

    swim anywhere.

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    TOTIEMUL

    ESTO

    What Language Is Written on

    This Stone Found byArchaeologists?

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    TOTI

    EMUL

    ESTO

    The Language Is English: To Tie

    Mules To

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    Determine theU

    nit ofA

    nalysis Individuals, households, organizations, etc.

    In many studies, the family rather than the

    individual is the appropriate unit of

    analysis.

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    Determine the Relevant Variable Anything that may assume different

    numerical values

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    Types of Variables Categorical

    Continuous

    Dependent

    Independent

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    Hypothesis An unproven proposition

    A possible solution to a problem

    Guess

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    State the research questions andresearch objectives

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    If you do not know where you are going,

    any road will take you there.

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    Statement of

    businessproblem

    Exploratory

    research(optional)

    Statement of

    businessproblem

    Broad

    researchobjectives

    Specific

    Objective 1

    Specific

    Objective 2

    Specific

    Objective 3

    Research

    DesignResults

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    The Process of

    Problem DefinitionAscertain the

    decision makers

    objectives

    Understand

    background of

    the problem

    Isolate/identify

    the problem, not

    the symptoms

    Determine unit of

    analysis

    Determine

    relevant variables

    State research

    questions and

    objectives

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    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

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    Basic Questions -

    Basic Research Design What types of questions need to be

    answered?

    Are descriptive or causal findings required?

    What is the source of the data?

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    Basic Questions -

    Basic Research Design Can objective answers be obtained by

    asking people?

    How quickly is the information needed?

    How should survey questions be worded?

    How should experimental manipulations be

    made?

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    Basic Questions -

    Selection of Sample Who or what is the source of the data?

    Can the target population be identified?

    Is a sample necessary?

    How accurate must the sample be?

    Is a probability sample necessary?

    Is a national sample necessary?

    How large a sample is necessary?

    How will the sample be selected?

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    Basic Questions -

    Data Gathering Who will gather the data?

    How long will data gathering take?

    How much supervision is needed?

    What operational procedures need to be

    followed?

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    Basic Questions -

    Data Analysis Will standardized editing and coding

    procedures be used?

    How will the data be categorized? What statistical software will be used?

    What is the nature of the data?

    What questions need to be answered? How many variables are to be investigated

    simultaneously?

    Performance criteria for evaluation?

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    Basic Questions -

    Type of Report Who will read the report?

    Are managerial recommendations

    requested?

    How many presentations are required?

    What will be the format of the written

    report?

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    Basic Questions -

    Overall Evaluation How much will the study cost?

    Is the time frame acceptable?

    Is outside help needed?

    Will this research design attain the stated

    research objectives?

    When should the research be scheduled to

    begin?

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    Anticipating Outcomes

    Dummy tables

    Representations of the actual tables that will

    be in the findings section of the final report;

    used to gain a better understanding of what

    the actual outcomes of the research will be.

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