MKT 300 Research Methods for Business Mishari Alnahedh

LECTURE 2: The Research Process

Uncertainty Influences the Type of Research Types of Research Mishari Alnahedh Exploratory Descriptive Causal Uncertainty Influences the Type of Research CAUSAL OR DESCRIPTIVE EXPLORATORY COMPLETELY CERTAIN ABSOLUTE AMBIGUITY

Degree of Problem Definition Types of Research Mishari Alnahedh Degree of Problem Definition 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?” possible situation

Exploratory Research Descriptive Research Types of Research Mishari Alnahedh Exploratory Research Initial research conducted to clarify and define the nature of a problem Does not provide conclusive evidence Subsequent research expected Descriptive Research Describes characteristics of a population or phenomenon Some understanding of the nature of the problem 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 Retirement benefits is a variable. Intention to leave the organization is another variable.

Causal Research Types of Research Mishari Alnahedh Causal Research Conducted to identify cause and effect relationships 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 In other words: NONSUPERIOUS ASSOCIATION In other words: Not due to a third factor Retirement benefits is a variable. Intention to leave the organization is another variable.

Causality Types of Research Mishari Alnahedh Retirement benefits is a variable. Intention to leave the organization is another variable.

Causality Types of Research Mishari Alnahedh Retirement benefits is a variable. Intention to leave the organization is another variable.

Causality Types of Research Mishari Alnahedh Retirement benefits is a variable. Intention to leave the organization is another variable.

The Business Research Process Mishari Alnahedh Selection of exploratory research technique Problem discovery Problem Discovery and Definition Sampling Selection of exploratory research technique Probability Nonprobability Secondary (historical) data Experience survey Pilot study Case study Collection of data (fieldwork) Data Gathering Data Processing and Analysis Editing and coding data Problem definition (statement of research objectives) Data processing Selection of basic research method Research Design Conclusions and Report Interpretation of findings Experiment Survey Observation Secondary Data Study Report Laboratory Field Interview Questionnaire

The Business Research Process Mishari Alnahedh Problem Discovery Selection of Sample Design Exploratory Research Collection of the Data Selection of the Basic Research Method

The Business Research Process Mishari Alnahedh Editing and Coding Report Data Processing Interpretation of the Findings

The Business Research Process Mishari Alnahedh

The Business Research Process Mishari Alnahedh “The formulation of the problem is often more essential than its solution.” - Albert Einstein

Determine the Unit of Analysis The Business Research Process Mishari Alnahedh Determine the Unit of Analysis Individuals, households, organizations, etc. In many studies, the family rather than the individual is the appropriate unit of analysis Determine the Dependent and Independent Variables Variable vs. Constant Dependent Variable: A process outcome of a variable that is predicted and/or explained by other variables. Independent Variable: A variable that is expected to influence the dependent variable in some way.

Determine the Types of Variables The Business Research Process Mishari Alnahedh Determine the Types of Variables Continuous variable: A variable that can take on a range of values that correspond to some quantitative amount. Ex: Age, number of years, return on investment Categorical variable: A variable that indicates membership in some group. Ex: Major, position in a company, type of interview … Dichotomous/dummy variable: A variable that can take one of two values. Ex: Gender, leader or follower?, member or not (0,1)?

The Business Research Process Mishari Alnahedh Research Method

Research Design The Business Research Process Master plan Mishari Alnahedh Research Design Master plan Framework for action Specifies methods and procedures

Basic Research Methods The Business Research Process Mishari Alnahedh Basic Research Methods Surveys Experiments Secondary data Observation

Selecting a Sample Sample: subset SAMPLE of a larger population. The Business Research Process Mishari Alnahedh Selecting a Sample Sample: subset of a larger population. SAMPLE POPULATION