Chapter 4Chapter 4

The Business The Business Research Process: Research Process:

An OverviewAn Overview

McGraw-Hill/Irwin Copyright © 2011 by The McGraw-Hill Companies, Inc. All Rights Reserved. 

4-2

Learning ObjectivesLearning 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 ObjectivesLearning 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

Curiosity Drives ResearchCuriosity Drives Research

“Learning to ask empowering questions—especially in moments of crisis—is a critical skill that will ultimately shape the meanings you create.”

Anthony Robbinsfounder

Robbins Research International, Inc.

4-5

PulsePoint: PulsePoint: Research RevelationsResearch Revelations

49 The percent of hiring managers who discovered a lie on a résumé .

4-6

Purpose of ResearchPurpose of Research

Reduce the level of

risk of a business decision.

4-7

Evaluating the Evaluating the Value of ResearchValue of Research

Option AnalysisOption Analysis

Decision TheoryDecision Theory

Prior or Interim EvaluationPrior or Interim Evaluation

Ex Post Facto EvaluationEx Post Facto Evaluation

4-8

Research ProcessResearch Process

4-9

Stage 1: Clarifying the Research Stage 1: Clarifying the Research QuestionQuestion

Management-research question hierarchy process begins by identifying the management dilemma

4-10

Stage 2: Proposing ResearchStage 2: Proposing Research

Budget Types

•Rule-of-thumb

•Departmental

•Task

4-11

The Research ProposalThe Research Proposal

Delivery

Legally-bindingcontract

Legally-bindingcontract

ObligationsObligations

Written proposals establish

Written proposals establish

Methods

TimingTiming

BudgetsBudgets

ExtentExtentPurposePurpose

4-12

Stage 3: Stage 3: Designing the Research Designing the Research

4-13

Stage 3: Designing the ResearchStage 3: Designing the Research

The Research

Project

The Research

Project

Research Design

Research Design

SamplingDesign

SamplingDesign

Pilot TestingPilot Testing

4-14

Stage 4: Data CollectionStage 4: Data Collection

4-15

Collecting Sensitive Data Collecting Sensitive Data Demands SafeguardsDemands Safeguards

Scotts used a healthcare management company to collect sensitive wellness data during annual health assessments to preserve participant confidentiality.

4-16

Data CharacteristicsData Characteristics

AbstractnessAbstractness

VerifiabilityVerifiability

ElusivenessElusiveness

ClosenessCloseness

4-17

Stage 5: Stage 5: Data Analysis &InterpretationData Analysis &Interpretation

4-18

Reduce data to manageable sizeReduce data to manageable size

Steps in Data Analysis and Steps in Data Analysis and InterpretationInterpretation

Develop summariesDevelop summaries

Look for patternsLook for patterns

Apply statistical techniquesApply statistical techniques

4-19

Stage 6: Stage 6: Reporting the ResultsReporting the Results

4-20

Parts of the Research ReportParts of the Research Report

Research Report

Research Report

ExecutiveSummaryExecutiveSummary

ResearchOverviewResearchOverview

TechnicalAppendixTechnicalAppendix

ImplementationStrategies

ImplementationStrategies

4-21

The Research Report OverviewThe 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 Research Process Problems to AvoidAvoid

4-23

Research Process Problems to Research Process Problems to AvoidAvoid

• Company Database Strip-Mining

• The Favored-Technique Syndrome

4-24

Key TermsKey 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