3-1

Chapter 3Chapter 3

The Business The Business Research Research Process: Process:

An OverviewAn Overview

3-2

Understand •that research is decision- anddilemma-centered•that the clarified research question is theresult of careful exploration and analysisand sets the direction for the research project

Learning Objectives

3-3

Learning Objectives

• 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

• which research process problems to avoid

3-4

The primary purpose of

research is to reduce the level of risk of a business

decision

3-5

Exhibit 3-1 The Business Research Process

3-6

Stage 1 Clarifying the Research Question

• Management-research question hierarchy

• Begins with management dilemma

3-7

Exhibit 3-2 Management-Research Question Hierarchy

3-8

Exhibit 3-5 SalePro’s Hierarchy

3-9

Exhibit 3-3 Formulating the Research Question

3-10

Types of Management Questions

3-11

The Research Question

Determine necessary evidence

Determine necessary evidence

Set scope of

study

Set scope of

study

Examine variables

Examine variables

Break questions

down

Break questions

down

Evaluate hypotheses

Evaluate hypotheses

Fine-TuningFine-Tuning

3-12

Performance ConsiderationsPerformance Considerations

© 2002 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Investigative Questions

Attitudinal IssuesAttitudinal Issues

Behavioral IssuesBehavioral Issues

3-13

• Harris Interactive answers “Why?” for its research clients

3-14

Stage 2 Proposing Research

• Exhibit 3-7 • Budget Types

– Rule-of-thumb– Departmental– Task

3-15

Exhibit 3-6 Gantt Chart

MindWriter Project Plan

3-16

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

3-17

The Research Proposal

Delivery

Legally-bindingcontract

Legally-bindingcontract

ObligationsObligations

Written proposals establish

Written proposals establish

Methods

TimingTiming

BudgetsBudgets

ExtentExtentPurposePurpose

3-18

Stage 3

Designing the

Research Project

Designing the

Research Project

Research Design

Research Design

SamplingDesign

SamplingDesign

Pilot TestingPilot Testing

3-19

Stage 4 Data Collection

Data Characteristics• Abstractness• Verifiability• Elusiveness• Closeness

3-20

Reducing data to manageable sizeReducing data to manageable size

© 2002 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin

Stage 5 Data Analysis and Interpretation

Developing summariesDeveloping summaries

Looking for patternsLooking for patterns

Applying statistical techniquesApplying statistical techniques

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Stage 6 Reporting the Results

Research Report

Research Report

ExecutiveSummaryExecutiveSummary

ResearchOverviewResearchOverview

TechnicalAppendixTechnicalAppendix

ImplementationStrategies

ImplementationStrategies

3-22

The Research Overview

Problem’s backgroundProblem’s background

Summary of exploratory findingsSummary of exploratory findings

Research design and proceduresResearch design and procedures

ConclusionsConclusions

3-23

Research Process Issues

• The Favored-Technique Syndrome

• Company Database Strip-Mining

• Unresearchable Questions

• Ill-Defined Management Problems

• Politically Motivated Research

3-24

Key Terms

• Census• Data

–Primary data–Secondary data

• Data analysis• Decision rule• exploration• Investigative

questions

• Management dilemma• Management question• Management-research

question hierarchy• Measurement questions• Pilot test• Research design• Research process• Research questions• Sample