MBA 615-CH01 For Student.ppt

BusinessResearch Methods

Arj. Dr. Watit IntuluckArj. Dr. Watit Intuluck

Chapter 1: The Role of Business Research

Course Title:

MBA 615: Business Research Methods in the Hospitality Industry

Text Book: Business Research Methods by William G. Zikmund 7. ed

Must Read Books: The Practice of Social Research by Babbie, E. 13th ed. Spss Survival Manual: A Step by Step Guide to Data

Analysis Using SPSS for Windows by Pallant, J. 5th ed.

MBA 615 Business Research Methods

Objectives: at the end of this class you will be able to

• Define meaning of research and its characteristics

• Explain Roles of business research and its importance

• The Sources of Research Problems

Page 3MBA 615 Business Research Methods

Scope

• The Process of Knowledge Seeking• Definitions of Research• Types of Research• What is Business Research• Roles of Business Research• The Importance of Business Research



ACQUIRING KNOWLEDGE

Humankind needs to KNOW:

How?

Why?

When?

What?

Where?

Who?



- โดยการสงัเกต- โดยการลองถกูลอง

ผิด- โดยบงัเอิญ- โดยขนบธรรมเนียม

- วธิอีนุมานหรอืนิรนัย Deductive

- วธิอุีปมานหรอือุปนัย Inductive

- วธิกีารทางวทิยาศาสตร ์Scientific Methods

- โดยผู้เชีย่วชาญ- โดยประสบการณ์สว่น

ตัว- โดยการหยัง่รูห้ยัง่เห็น

- ขอ้เท็จจรงิหลัก- ขอ้เท็จจรงิยอ่ย- สรุป

- ขอ้เท็จจรงิยอ่ย- ขอ้สรุป

- กำาหนดปัญหา- กำาหนดขอ้สมมติฐาน- เก็บรวบรวมขอ้มูล- วเิคราะห์ขอ้มูล- สรุปผล

ปรบัปรุงจาก: สนิธะวา คามดิษฐ ์และคณะ (2551)

DEDUCTION-INDUCTION

Deduction

Deduction is the using of general facts to rationally arrive at a more specific conclusion:

Contrast

All ravens are black, All ravens are black,

Molly is a raven, My laptop is black,

therefore therefore

Molly is black My laptop is a raven

I am a nobody, and nobody is perfect; therefore I am perfect.


DEDUCTION-INDUCTIONInduction:

Induction moves from the specific to the general.

Cat A has a tail,

Cat B has a tail,

Cat C has a tail,

Cat D has a tail,

::::::::::::::::::::::

therefore

All cats have tails.


Scientific Method of Inquiry


ปรบัปรุงจาก: Babbie (2013).

Page 11

What is Research?



04/28/23 Page 13MBA 615 Business Research Methods

ปรศินา “เจา้บุญครึง่”


Meanings of Research


• Business research is defined as the systematic and objective process of generating information for aid in making business decisions.

Business Research Defined


“The systematic investigation into and study of materials, sources, etc., in order to establish facts and reach new conclusions” Oxford English dictionary

“A process of finding out information and investigating the unknown to solve a problem” Maylor and Blackmon (2005)

“Something that people undertake in order to find out things in a systematic way, thereby increasing their knowledge” Saunders et al (2007, p.5)

Business Research

• Research information is neither intuitive nor haphazardly gathered.

• Literally, research (re-search) -“search again”

• Business research must be objective• Detached and impersonal rather than biased• It facilitates the managerial decision process

for all aspects of a business.


Why Do We Need Research?


Page 19

Information

Reduces

Uncertainty

I don’t knowif we

shouldoffer on-sitechild care?



“It ain’t the things we don’t know that gets us in trouble. It’s the things we

know that ain’t so.”

• Artemus Ward

So what's not Research?


Research isn’t information gathering: Gathering information from resources such as

books or magazines isn’t research. No contribution to new knowledge.

Research isn’t the transportation of facts: Merely transporting facts from one resource to

another doesn’t constitute research. No contribution to new knowledge although this

might make existing knowledge more accessible.


Research Characteristics Originates with a question or problem. Requires clear articulation of a goal. Follows a specific plan or procedure. Often divides main problem into sub problems. Guided by specific problem, question, or hypothesis. Accepts certain critical assumptions. Requires collection and interpretation of data.


The Objectives of Research



Basic research

Applied research

Business Research Types


Basic Research

• Attempts to expand the limits of knowledge.

• Not directly involved in the solution to a pragmatic problem.


Basic Research Example

• Is executive success correlated with high need for achievement?

• Are members of highly cohesive work groups more satisfied than members of less cohesive work groups?

• Do consumers experience cognitive dissonance in low-involvement situations?


"The secret of success is to know something nobody else knows. "

Aristotle Onassis


Applied Research

• Conducted when a decision must be made about a specific real-life problem


Applied Research Examples

• Should McDonalds add Italian pasta dinners to its menu?

• Business research told McDonald’s it should not?

• Should Procter & Gamble add a high-priced home teeth bleaching kit to its product line?

• Research showed Crest Whitestrips would sell well at a retail price of $44


Page 32

Summarizing Applied And Basic Research


Applied research is research undertaken to solve practical problems rather than to acquire knowledge for knowledge sake.

Basic research is experimental and theoretical work undertaken to acquire new knowledge without looking for long-term benefits other than the advancement of knowledge.



Determining When to Conduct Business Research

• Time constraints• Availability of data• Nature of the decision• Benefits versus costs


Is sufficient time available before

a managerial decision

must be made?

Is the infor-mation already

on handinadequate for making

the decision?

Is the decision of considerable

strategicor tactical

importance?

Does the value of the research

informationexceed the cost of conducting

research?

ConductingBusinessResearch

Do Not Conduct Business Research

Time ConstraintsAvailability of

Data Nature of the DecisionBenefits vs. Costs

Yes YesYesYes

No No No No

Determining When to Conduct Business Research


Value•Decreased certainty•Increased likelihood of a correct decision•Improved business performance and resulting higher profits

Costs•Research expenditures•Delay of business decision and possible disclosure of information to rivals•Possible erroneous research results

Value Should Exceed Estimated Costs


Major Topics for Research in Business

• General Business Conditions and Corporate Research

• Financial and Accounting Research• Management and Organizational Behavior

Research• Sales and Marketing Research• Information Systems Research• Corporate Responsibility Research


Business Research in the 21st Century

• Increased globalization• Growth of the Internet and other

information technologies


Global Research

• Business Research is increasingly global• Market knowledge is essential• A.C. Nielsen - more that 67% international

business


Global Business Research• General information about country -

economic conditions and political climate• Cultural and consumer factors• Market and competitive conditions -

demand estimation


The Internet Is Transforming Society

• Time is collapsing. • Distance is no longer an obstacle. • Crossing oceans is only a mouse click

away. • People are connected 24 hours a day,

seven days a week. • "Instantaneous" has a new meaning.


Internet Research

• Seeking facts and figures about an issue • Surveys on Web sites


Advantages of Research



What are the differences between Research and Poll?

• 1) A poll is usually much briefer and more focused than a Research. As mentioned above, polls can sometimes consist of a single question. Surveys are typically longer and can cover a broader range of material.

• 2) Like a survey, polling data can be collected via the same ways. But polling data collection normally takes place in a very brief window of time. Survey data collection is much more deliberate – taking weeks or sometimes even months.

• 3) Polls normally employ a simpler instrument design than surveys. Because of the quick nature of polling research, the questions tend to be very straightforward, “Yes/No”, “A or B” type choices. Surveys offer the research more flexibility to use techniques such as rating scales, rankings, open-ended questions, and so forth.

• 4) The analysis and reporting for a survey is usually more involved and nuanced than that for a poll. The relevant information from most polls can be summarized in a news release or a TV sound bite, whereas survey projects can and often do require reports of 100 pages or more to fully explore all the findings.


Sources of Research Problems

• มาจากทฤษฎีหรอืหลักการในเรื่องต่างๆ• มาจากการศึกษาทางด้านต่างๆ• มาจากการปฏิบติังาน หรอืได้รบัมอบหมาย• มาจากปรากฏการณ์ หรอื เหตกุารณ์ต่างๆ ที่เกิด

ขึ้น• มาจากการสงัเกต หรอื ความอยากรูอ้ยากเหน็


How Research is done?


Homework 1

• ใหน้ักศึกษาทำาการค้นควา้ งานวจิยัในหวัขอ้ที่ตน สนใจ จาก Web sites ท่ีแนะนำาใน Lesson Plan

หรอื จาก แหล่งอ่ืนๆ ทาง Internet และทำาการ สรุปรายละเอียดต่างๆของงานวจิยันัน้ ตามโครง

รา่งของใบงานท่ี 1


04/28/23IBA 2114 PRINCIPLES OF MARKETING Page 50

MBA 615-CH01 For Student.ppt

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