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Business
Research Methods
William G. Zikmund
Chapter 4:
The Business Research Process
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Information
Reduces uncertainty
Helps focus decision making
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Types Of Research
1. Exploratory Initial research conducted to clarify and define the
nature of a problem
Does not provide conclusive evidence
Subsequent research expected
2. Descriptive
Describes characteristics of a population or
phenomenon
Some understanding of the nature of the problem
3. Causal
Conducted to identify cause and effect relationships
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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 buyerspurchase more of
we dont know why. our product? Who buys our our products in a new
package?
competitors product?
Would people be interested Which of two
advertisingin our new product idea? What features do buyers prefer campaigns is more
effective?
in our product?
Degree of Problem Definition
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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
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Descriptive Research Example Mens fragrance market
1/3 size of womens fragrance market
But growing at a faster pace
Women buy 80 % of mens fragrances
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Identifying Causality
Can NEVER prove causality.
Evidence of causality:
1. The appropriate causal order of events
2. Concomitant variation--two phenomena varytogether
3. An absence of alternative plausibleexplanations
Often Use Experiments in CausalResearch
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Stages of the Research Process
Problem Discovery
and Definition
ResearchDesign
Sampling
Data
Gathering
Data Processing
and Analysis
Conclusions and
Report
Discovery and
Definition
and so on
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Research Stages Cyclical process - conclusions generate new
ideas
Stages can overlap chronologically
Stages are functionally interrelated
Forward linkages
Backward linkages
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Problem
discovery
Problem definition
(statement of
research objectives)
Secondary
(historical)
data
Experience
survey
Pilot
study
Case
study
Selection ofexploratory research
technique
Selection of
basic research
method
Experiment Survey
ObservationSecondary
Data StudyLaboratory Field Interview Questionnaire
Selection ofSample Design
Sampling
Probability Nonprobability
Collection of
data
(fieldwork)
Editing andcoding
data
Data
processing
Interpretation
of
findings
Report
DataGathering
DataProcessing
andAnalysis
Conclusionsand Report
Research Design
Problem Discoveryand Definition
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StagesIn The Research Process
Problem Discovery and Problem Definition
Research Design
Sampling
Data Gathering
Data Processing and Analysis Conclusions And Report
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The formulation of the problem
is often more essential than its
solution
Albert Einstein
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Problem Discovery And
Definition First and probably most important step
Too often neglected leading to costly errors
Provides direction for the project
Problem, opportunity, or monitor operations
Discovery before definition Must not mistake symptoms for problem
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Exploratory Research Techniques
Three Examples
Secondary data (historical data)
Previously collected for another purpose
Literature survey Databases (e.g., www.census.gov)
Pilot study
A number of diverse techniques Focus Groups
6 to 10 people in group dynamics session
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State the research questions and
research objectives
Hypothesis:
A statement
that can be refuted
by empirical data
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Research Design Master plan
Specifies methods and procedures
Framework for action
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Basic Research Methods Surveys
Interview
Questionnaire
Experiments control conditions so that one ormore variables can be manipulated to test ahypothesis Field
Laboratory Secondary data
Observation
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POPULATIONPOPULATION
SAMPLESAMPLESample:Sample: subsetsubset
of a larger populationof a larger population..
Selecting a Sample
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Sampling Who is to be sampled?
How large a sample?
How will sample units be selected?
Probability Samples every member of the
population has a known, nonzero probability of
being selected Nonprobability Samples
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Data Gathering Stage
Focus on error minimization
Pretesting
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Data Processing and Analysis
EditingChecking the data collection
forms for omissions, legibilityand consistency
Coding
Rules for interpreting,
categorizing and recording
the data
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Conclusions And Report Writing Effective communication of the research
findings
Usually includes making recommendations
What does this mean to management?
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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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Research Program vs. Research Project
Research program firms overall strategy
for utilizing business research. Places each
research project into companys strategicplan.
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Assignment for Chapter 7:
Exploratory Research andQualitative Analysis
Using the Ingram Library Databases, Pull
and Read the Article, A Typology ofConsumer Responses to Cause-Related
Marketing: From Skeptics to Socially
Concerned, by Deborah J. Webb and Lois
A. Mohr in the Journal of Public Policy and
Marketing, Fall 1998, Volume 17, Issue 2.