Ch04 business research process
-
Upload
syed-osama-rizvi -
Category
Documents
-
view
113 -
download
3
Transcript of Ch04 business research process
![Page 1: Ch04 business research process](https://reader033.fdocuments.net/reader033/viewer/2022052602/55a3d0a91a28ab76598b45c2/html5/thumbnails/1.jpg)
Business Research Methods
William G. Zikmund
Chapter 4:
The Business Research Process
![Page 2: Ch04 business research process](https://reader033.fdocuments.net/reader033/viewer/2022052602/55a3d0a91a28ab76598b45c2/html5/thumbnails/2.jpg)
Information
• Reduces uncertainty• Helps focus decision making
![Page 3: Ch04 business research process](https://reader033.fdocuments.net/reader033/viewer/2022052602/55a3d0a91a28ab76598b45c2/html5/thumbnails/3.jpg)
Types Of Research
• Exploratory• Descriptive• Causal
![Page 4: Ch04 business research process](https://reader033.fdocuments.net/reader033/viewer/2022052602/55a3d0a91a28ab76598b45c2/html5/thumbnails/4.jpg)
COMPLETELYCERTAIN
ABSOLUTEAMBIGUITY
CAUSAL ORDESCRIPTIVE
EXPLORATORY
Uncertainty Influences The Type Of Research
![Page 5: Ch04 business research process](https://reader033.fdocuments.net/reader033/viewer/2022052602/55a3d0a91a28ab76598b45c2/html5/thumbnails/5.jpg)
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
si tu
ati o
n
Degree of Problem Definition
![Page 6: Ch04 business research process](https://reader033.fdocuments.net/reader033/viewer/2022052602/55a3d0a91a28ab76598b45c2/html5/thumbnails/6.jpg)
6
Exploratory Research
Secondary data
Experience survey
Pilot studies
![Page 7: Ch04 business research process](https://reader033.fdocuments.net/reader033/viewer/2022052602/55a3d0a91a28ab76598b45c2/html5/thumbnails/7.jpg)
Exploratory Research
• Initial research conducted to clarify and define the nature of a problem
• Does not provide conclusive evidence• Subsequent research expected
![Page 8: Ch04 business research process](https://reader033.fdocuments.net/reader033/viewer/2022052602/55a3d0a91a28ab76598b45c2/html5/thumbnails/8.jpg)
Descriptive Research
• Describes characteristics of a population or phenomenon
• Some understanding of the nature of the problem
![Page 9: Ch04 business research process](https://reader033.fdocuments.net/reader033/viewer/2022052602/55a3d0a91a28ab76598b45c2/html5/thumbnails/9.jpg)
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.”
![Page 10: Ch04 business research process](https://reader033.fdocuments.net/reader033/viewer/2022052602/55a3d0a91a28ab76598b45c2/html5/thumbnails/10.jpg)
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
![Page 11: Ch04 business research process](https://reader033.fdocuments.net/reader033/viewer/2022052602/55a3d0a91a28ab76598b45c2/html5/thumbnails/11.jpg)
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
![Page 12: Ch04 business research process](https://reader033.fdocuments.net/reader033/viewer/2022052602/55a3d0a91a28ab76598b45c2/html5/thumbnails/12.jpg)
Causal Research
• Conducted to identify cause and effect relationships
![Page 13: Ch04 business research process](https://reader033.fdocuments.net/reader033/viewer/2022052602/55a3d0a91a28ab76598b45c2/html5/thumbnails/13.jpg)
Identifying Causality
• 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
![Page 14: Ch04 business research process](https://reader033.fdocuments.net/reader033/viewer/2022052602/55a3d0a91a28ab76598b45c2/html5/thumbnails/14.jpg)
Stages of the Research Process
Problem Discoveryand Definition
ResearchDesign
Sampling
DataGathering
Data Processingand Analysis
Conclusions andReport
Discovery andDefinition
and so on
![Page 15: Ch04 business research process](https://reader033.fdocuments.net/reader033/viewer/2022052602/55a3d0a91a28ab76598b45c2/html5/thumbnails/15.jpg)
Research Stages• Cyclical process - conclusions generate new
ideas• Stages can overlap chronologically• Stages are functionally interrelated– Forward linkages– Backward linkages
![Page 16: Ch04 business research process](https://reader033.fdocuments.net/reader033/viewer/2022052602/55a3d0a91a28ab76598b45c2/html5/thumbnails/16.jpg)
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 ofexploratory research
techniqueSampling
Probability Nonprobability
Collection ofdata
(fieldwork)
Editing andcodingdata
Dataprocessing
Interpretationof
findings
Report
DataGathering
DataProcessingandAnalysis
Conclusionsand Report
Research Design
Problem Discoveryand Definition
![Page 17: Ch04 business research process](https://reader033.fdocuments.net/reader033/viewer/2022052602/55a3d0a91a28ab76598b45c2/html5/thumbnails/17.jpg)
The Business Research Process
Problem Discovery
Exploratory Research
Selection of the Basic Research Method
Selection of Sample Design
Collection of the Data
![Page 18: Ch04 business research process](https://reader033.fdocuments.net/reader033/viewer/2022052602/55a3d0a91a28ab76598b45c2/html5/thumbnails/18.jpg)
The Research Process (cont.)
Editing and Coding
Data Processing
Interpretation of the Findings
Report
![Page 19: Ch04 business research process](https://reader033.fdocuments.net/reader033/viewer/2022052602/55a3d0a91a28ab76598b45c2/html5/thumbnails/19.jpg)
Stages In The Research Process
• Problem Discovery and Problem Definition• Research Design• Sampling• Data Gathering• Data Processing and Analysis• Conclusions And Report
![Page 20: Ch04 business research process](https://reader033.fdocuments.net/reader033/viewer/2022052602/55a3d0a91a28ab76598b45c2/html5/thumbnails/20.jpg)
Problem Discovery And Definition
• First step• Problem, opportunity, or monitor operations• Discovery before definition• Problem means management problem
![Page 21: Ch04 business research process](https://reader033.fdocuments.net/reader033/viewer/2022052602/55a3d0a91a28ab76598b45c2/html5/thumbnails/21.jpg)
“The formulation of the problem is often more essential than its
solution”
Albert Einstein
![Page 22: Ch04 business research process](https://reader033.fdocuments.net/reader033/viewer/2022052602/55a3d0a91a28ab76598b45c2/html5/thumbnails/22.jpg)
State the research questions and research objectives
22
![Page 23: Ch04 business research process](https://reader033.fdocuments.net/reader033/viewer/2022052602/55a3d0a91a28ab76598b45c2/html5/thumbnails/23.jpg)
Hypothesis
• A statement• that can be refuted• by empirical data
![Page 24: Ch04 business research process](https://reader033.fdocuments.net/reader033/viewer/2022052602/55a3d0a91a28ab76598b45c2/html5/thumbnails/24.jpg)
If you do not know where you are going,any road will take you there.
![Page 25: Ch04 business research process](https://reader033.fdocuments.net/reader033/viewer/2022052602/55a3d0a91a28ab76598b45c2/html5/thumbnails/25.jpg)
SecondarySecondary((historicalhistorical))
DataData
PilotPilot
StudyStudy
ExperienceExperience
SurveySurvey
CaseCaseStudyStudy
ExploratoryExploratory
ResearchResearch
![Page 26: Ch04 business research process](https://reader033.fdocuments.net/reader033/viewer/2022052602/55a3d0a91a28ab76598b45c2/html5/thumbnails/26.jpg)
Exploratory Research Techniques Two Examples
• Secondary data (historical data)– Previously collected– Census of population– Literature survey
• Pilot study– A number of diverse techniques
![Page 27: Ch04 business research process](https://reader033.fdocuments.net/reader033/viewer/2022052602/55a3d0a91a28ab76598b45c2/html5/thumbnails/27.jpg)
Focus Group Interview
![Page 28: Ch04 business research process](https://reader033.fdocuments.net/reader033/viewer/2022052602/55a3d0a91a28ab76598b45c2/html5/thumbnails/28.jpg)
Research Design
• Master plan• Framework for action• Specifies methods and procedures
![Page 29: Ch04 business research process](https://reader033.fdocuments.net/reader033/viewer/2022052602/55a3d0a91a28ab76598b45c2/html5/thumbnails/29.jpg)
Basic Research Methods
• Surveys• Experiments• Secondary data• Observation
![Page 30: Ch04 business research process](https://reader033.fdocuments.net/reader033/viewer/2022052602/55a3d0a91a28ab76598b45c2/html5/thumbnails/30.jpg)
POPULATIONPOPULATION
SAMPLESAMPLESample: Sample: subsetsubsetof a larger populationof a larger population..
Selecting a Sample
![Page 31: Ch04 business research process](https://reader033.fdocuments.net/reader033/viewer/2022052602/55a3d0a91a28ab76598b45c2/html5/thumbnails/31.jpg)
Sampling
• Who is to be sampled?• How large a sample?• How will sample units be selected?
![Page 32: Ch04 business research process](https://reader033.fdocuments.net/reader033/viewer/2022052602/55a3d0a91a28ab76598b45c2/html5/thumbnails/32.jpg)
Data Gathering Stage
![Page 33: Ch04 business research process](https://reader033.fdocuments.net/reader033/viewer/2022052602/55a3d0a91a28ab76598b45c2/html5/thumbnails/33.jpg)
Data Processing and Analysis
![Page 34: Ch04 business research process](https://reader033.fdocuments.net/reader033/viewer/2022052602/55a3d0a91a28ab76598b45c2/html5/thumbnails/34.jpg)
Conclusions And Report Writing
• Effective communication of the research findings
![Page 35: Ch04 business research process](https://reader033.fdocuments.net/reader033/viewer/2022052602/55a3d0a91a28ab76598b45c2/html5/thumbnails/35.jpg)
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
![Page 36: Ch04 business research process](https://reader033.fdocuments.net/reader033/viewer/2022052602/55a3d0a91a28ab76598b45c2/html5/thumbnails/36.jpg)
Research Program Strategy
![Page 37: Ch04 business research process](https://reader033.fdocuments.net/reader033/viewer/2022052602/55a3d0a91a28ab76598b45c2/html5/thumbnails/37.jpg)
![Page 38: Ch04 business research process](https://reader033.fdocuments.net/reader033/viewer/2022052602/55a3d0a91a28ab76598b45c2/html5/thumbnails/38.jpg)
Statement of Research Objectives
Problem Definition
Defining Problem Results inClear Cut Research Objectives
ExploratoryResearch(Optional)
Analysis of the Situation
Symptom Detection