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Transcript of Ch04
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Chapter 4: The Business Research Process
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Reduces uncertainty Helps focus decision making
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Exploratory Descriptive Causal
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COMPLETELYCERTAIN
ABSOLUTEAMBIGUITY
CAUSAL ORDESCRIPTIVE
EXPLORATORY
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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
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6
Exploratory Research
Secondary data
Experience survey
Pilot studies
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Initial research conducted to clarify and define the nature of a problem
Does not provide conclusive evidence Subsequent research expected
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Describes characteristics of a population or phenomenon
Some understanding of the nature of the problem
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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.”
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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
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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
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Conducted to identify cause and effect relationships
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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
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Stages of the Research Process
Problem Discoveryand Definition
ResearchDesign
Sampling
DataGathering
Data Processingand Analysis
Conclusions andReport
Discovery andDefinition
and so on
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Cyclical process - conclusions generate new ideas
Stages can overlap chronologically Stages are functionally interrelated
◦ Forward linkages◦ Backward linkages
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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
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The Business Research Process
Problem Discovery
Exploratory Research
Selection of the Basic Research Method
Selection of Sample Design
Collection of the Data
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The Research Process (cont.)
Editing and Coding
Data Processing
Interpretation of the Findings
Report
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Problem Discovery and Problem Definition Research Design Sampling Data Gathering Data Processing and Analysis Conclusions And Report
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First step Problem, opportunity, or monitor operations Discovery before definition Problem means management problem
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Albert Einstein
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22
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A statement that can be refuted by empirical data
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SecondarySecondary((historicalhistorical))
DataData
PilotPilot
StudyStudy
ExperienceExperience
SurveySurvey
CaseCaseStudyStudy
ExploratoryExploratory
ResearchResearch
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Secondary data (historical data)◦ Previously collected◦ Census of population◦ Literature survey
Pilot study◦ A number of diverse techniques
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Master plan Framework for action Specifies methods and procedures
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Surveys Experiments Secondary data Observation
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POPULATIONPOPULATION
SAMPLESAMPLESample: Sample: subsetsubsetof a larger populationof a larger population..
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Who is to be sampled? How large a sample? How will sample units be selected?
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Effective communication of the research findings
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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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Statement of Research Objectives
Problem Definition
Defining Problem Results inClear Cut Research Objectives
ExploratoryResearch(Optional)
Analysis of the Situation
Symptom Detection