Robert Farrell

• Research

• Good Research

• Sources of Information

• Research Process

Systematic & Objective Collection, Analysis, Evaluation & Presentation of Information on specific

issues to help management make Effective Decisions

• Companies:– Monitor Performance– Better Decisions– Remain Competitive

• Students:– Learn about a topic– Build a better argument– Develop a skill– Qualification

1. Internal Information

2. Secondary Information

3. Primary Information

1. Internal Information• Within the company• Staff knowledge & experience• Trend Analysis

• Examples:– Trading: Price promotions

– Marketing: Google Analytics

– Customers: Wal Mart & Pregnant Women

2. Secondary Information• Published & already exists• Be careful: opinion & referencing• Plagiarism (Name, Title, Year, Publication, Edition,Page)

• Sources:– Articles & Journals– Newspapers– Government Publications– ESRI Reports, CSO– Eurostat– AC Nielsen, Dun & Bradstreet, Bloomberg– Mintel, Data Monitor, Brand Week, Amarach

3. Primary Research• Generated first hand• Customised to meet the need• Can be costly• Avoid bias in design

• Example:– Surveys– Questionnaires– Focus Groups– Observation– Taste test– Price promotional test

1 Problem Definition1 Problem Definition

2 Research Design2 Research Design

3 Secondary Data Collection3 Secondary Data Collection

4 Sampling4 Sampling

5 Primary Data Collection5 Primary Data Collection

6 Data Analysis6 Data Analysis

8 Follow Up8 Follow Up

7 Writing & Presentation7 Writing & Presentation

1. Problem Definition• Researcher & manager• This guides the research process• Exploratory research (Scoping)• Define Research objectives• State Hypotheses

Sales Declining

Competitor

Perception

Quality

2. Research Design

• Blueprint for the design, execution, and monitoring of a study.• Trade-offs made between time and money and quality of

information• Outsource • Researcher must determine descriptive or causal research

– Descriptive• For known & understood problems

– Causal• Explores variables & relationship

Data Types• Quantitative

– Mathematical analyses– Data driven– SPSS / Excel

• Qualitative – Examine attitudes, motivations & feelings– Thinking & feeling questions– Difficult to draw definite conclusions– Used to elaborate upon quantitative findings

3. Secondary Data Collection

• Already mentioned• Research that exists & is published• Forms part of scoping and research gathering• Informs research design• Gives further insights• Use best sources• Example: Industry & State bodies

4. Sampling

• Subset of population• Target customer• Cheaper & quicker to examine• Must be representative

• Types:– Random Sampling– Systematic Sampling (nth number)– Stratified Sampling (Demographics, Psychographics)– Cluster Sampling– Convenience Sampling

• Example:– Dublin, Female, 25-30 yrs, cycling

5. Primary Data Collection• Detailed field instructions ensure consistency

• Survey– Structured questionnaire– Surface or in-depth

• Focus Group– Uncover issues– Group Think

• Observation– Example: Supermarket or Eye movement online

• Experimentation– Controlled setting, Relationship between variables

• Diaries– Written, Audio, Video

6. Data Analysis

• Interpret and draw conclusions• Depending on quantitative or qualitative• Peer review• Avoid interpreter bias

7. Report Writing & Presentation• Communicate to management/client • Written & oral reports• Present in management terms, not research terms

• Contents:– Research objectives & design– Summary of findings– Conclusions – Recommendations

8. Follow Up

• Management role:– Important to ensure that findings are utilised– Planning & Implementation– Plan, Do, Review

• Uncover or examine problem

• Best quality research

• Structured research process

• Time, Cost & Effectiveness