Post on 22-Jan-2018
transcript
Business Research Methods
William G. Zikmund
Chapter 4:
The Business Research Process
Information
• Reduces uncertainty
• Helps focus decision making
Types Of Research1. 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
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
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
Identifying Causality
• Can NEVER prove causality.• Evidence of causality:
1. The appropriate causal order of events2. Concomitant variation--two phenomena vary
together3. An absence of alternative plausible
explanations
• Often Use Experiments in Causal Research
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
SecondaryData StudyLaboratory Field Interview Questionnaire
Selection ofSample Design
Sampling
Probability Nonprobability
Collection ofdata
(fieldwork)
Editing andcodingdata
Dataprocessing
Interpretationof
findings
Report
DataGathering
DataProcessingandAnalysis
Conclusionsand Report
Research Design
Problem Discoveryand Definition
Stages In The Research Process
• Problem Discovery and Problem Definition
• Research Design
• Sampling
• Data Gathering
• Data Processing and Analysis
• Conclusions And Report
“The formulation of the problem is often more essential than its
solution”
Albert Einstein
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
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
State the research questions and research objectives
Hypothesis:
• A statement
• that can be refuted
• by empirical data
Research Design
• Master plan
• Specifies methods and procedures
• Framework for action
Basic Research Methods
• Surveys – Interview– Questionnaire
• Experiments control conditions so that one or more variables can be manipulated to test a hypothesis– Field– Laboratory
• 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?– Probability Samples – every member of the
population has a known, nonzero probability of being selected
– Nonprobability Samples
Data Gathering Stage
• Focus on error minimization• Pretesting
Data Processing and Analysis
• Editing Checking the data collection
forms for omissions, legibilityand consistency
• Coding Rules for interpreting, categorizing and recording the data
Conclusions And Report Writing
• Effective communication of the research findings
• Usually includes making recommendations
• “What does this mean to management?”
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 vs. Research Project
• Research program – firm’s overall strategy for utilizing business research. Places each research project into company’s strategic plan.
Assignment for Chapter 7: Exploratory Research and
Qualitative Analysis
Using the Ingram Library Databases, Pull and Read the Article, “A Typology of Consumer 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.