1. Business Research Methods
The Business Research Process

2. Information
Reduces uncertainty
Helps focus decision making

3. Types Of Research Exploratory Descriptive Causal
Initial research conducted to clarify and define the nature of a problem
Does not provide conclusive evidence
Subsequent research expected
Descriptive
Describes characteristics of a population or phenomenon
Some understanding of the nature of the problem
Causal
Conducted to identify cause and effect relationships

4. Uncertainty Influences The Type Of Research
CAUSAL OR
DESCRIPTIVE
COMPLETELY
CERTAIN
ABSOLUTE
AMBIGUITY
EXPLORATORY

5. 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

6. Descriptive Research Example
Woman about 40 years old
Household income of about $50,000
At least some college education
Trying to juggle children and a job

7. 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

8. Identifying Causality
Can NEVER prove causality.
Evidence of causality:
1. The appropriate causal order of events
2. Concomitant variation--two phenomena vary together
An absence of alternative plausible explanations
Often Use Experiments in Causal Research

9. Stages of the Research Process
Problem Discovery
and Definition
Discovery and
Definition
and so on
Research
Design
Conclusions and
Report
Sampling
Data Processing
and Analysis
Data
Gathering

10. Research Stages Cyclical process - conclusions generate new ideas
Stages can overlap chronologically
Stages are functionally interrelated
Forward linkages
Backward linkages

11. Problem discovery Selection of exploratory research technique
Sample Design
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

12. Stages In The Research Process
Problem Discovery and Problem Definition
Research Design
Sampling
Data Gathering
Data Processing and Analysis
Conclusions And Report

13. “The formulation of the problem is often more essential than its solution”
Albert Einstein

14. Problem Discovery And Definition
First and probably most important step
Too often neglected leading to costly errors
Provides direction for the project
Problem, opportunity, or monitor operations
Discovery before definition
Must not mistake symptoms for problem

15. Exploratory Research Techniques Three Examples
Secondary data (historical data)
Previously collected for another purpose
Literature survey
Databases (e.g.,
Pilot study
A number of diverse techniques
Focus Groups
6 to 10 people in group dynamics session

16. State the research questions and research objectives
Hypothesis:
A statement
that can be refuted
by empirical data

17. Research Design Master plan Specifies methods and procedures
Framework for action

18. Basic Research Methods
Surveys
Interview
Questionnaire
Experiments control conditions so that one or more variables can be manipulated to test a hypothesis
Field
Laboratory
Secondary data
Observation

19. Selecting a Sample Sample: subset SAMPLE of a larger population.

20. Sampling Who is to be sampled? How large a sample?
How will sample units be selected?
Probability Samples – every member of the population has a known, nonzero probability of being selected
Nonprobability Samples

21. Data Gathering Stage
Focus on error minimization
Pretesting

22. Data Processing and Analysis
Editing
Checking the data collection
forms for omissions, legibility
and consistency
Coding
Rules for interpreting,
categorizing and recording
the data

23. Conclusions And Report Writing
Effective communication of the research findings
Usually includes making recommendations
“What does this mean to management?”

24. 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

25. Research Program vs. Research Project
Research program – firm’s overall strategy for utilizing business research. Places each research project into company’s strategic plan.