McGraw-Hill/IrwinBusiness Research Methods, 10e
Copyright © 2008 by The McGraw-Hill Companies, Inc. All Rights Reserved.
Chapter 4Chapter 4
The Business The Business Research Research Process: Process:
An OverviewAn Overview
4-2
Learning Objectives
Understand …• That research is decision- and dilemma- centered.• That the clarified research question is the result of careful exploration and analysis and sets the direction for the research project.
4-3
Learning Objectives
Understand . . .• How value assessments and budgeting
influence the process for proposing research, and ultimately, research design.
• What is included in research design, data collection, and data analysis.
• Research process problems to avoid.
4-4
PulsePoint: Research Revelations
69 The percent of U.S. households paying at least one bill online.
4-5
Curiosity Drives Research
“We keep moving forward, opening newdoors, and doing new things, because we’recurious and curiosity keeps leading us downnew paths.”
Walt Disney
4-6
Purpose of Research
Reduce the level of risk
of a business decision.
4-7
Evaluating the Value of Research
Option AnalysisOption Analysis
Decision TheoryDecision Theory
Prior or Interim EvaluationPrior or Interim Evaluation
Ex Post Facto EvaluationEx Post Facto Evaluation
4-8
The Business Research Process
4-9
Stage 1: Clarifying the Research Question
Management-research question hierarchy process begins by identifying the management dilemma
4-10
Stage 2: Proposing Research
Budget Types
• Rule-of-thumb
• Departmental
• Task
4-11
The Research Proposal
Delivery
Legally-bindingcontract
Legally-bindingcontract
ObligationsObligations
Written proposals establish
Written proposals establish
Methods
TimingTiming
BudgetsBudgets
ExtentExtentPurposePurpose
4-12
Stage 3: Research Design
4-13
Stage 3: Designing the Research
The Research
Project
The Research
Project
Research Design
Research Design
SamplingDesign
SamplingDesign
Pilot TestingPilot Testing
4-14
Stage 4: Data Collection
4-15
Collecting Sensitive Data Demands Safeguards
Scotts used a healthcare management company to collect sensitive wellness data during annual health assessments to preserve participant confidentiality.
4-16
Data Characteristics
• Abstractness
• Verifiability
• Elusiveness
• Closeness
4-17
Stage 5: Data Analysis and Interpretation
4-18
Reducing data to manageable sizeReducing data to manageable size
© 2002 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Steps in Data Analysis and Interpretation
Developing summariesDeveloping summaries
Looking for patternsLooking for patterns
Applying statistical techniquesApplying statistical techniques
4-19
Stage 6: Reporting the Results
4-20
Parts of the Research Report
Research Report
Research Report
ExecutiveSummaryExecutiveSummary
ResearchOverviewResearchOverview
TechnicalAppendixTechnicalAppendix
ImplementationStrategies
ImplementationStrategies
4-21
The Research Report Overview
Problem’s backgroundProblem’s background
Summary of exploratory findingsSummary of exploratory findings
Research design and proceduresResearch design and procedures
ConclusionsConclusions
4-22
Research Process Problems to Avoid
•Ill-defined management problem
•Unresearchable questions
•Politically-motivated research
4-23
Research Process Problems to Avoid
•Company Database Strip-Mining•The Favored-Technique Syndrome
4-24
Key Terms
• Census• Data
–Primary data–Secondary data
• Data analysis• Decision rule• exploration• Investigative questions• Management dilemma
• Management question• Management-research
question hierarchy• Pilot test• Research design• Research process• Research questions• Sample• Target population
