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Research Methods
Research Process
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Information
Reduces uncertainty
Helps focus decision making
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Types Of Research
Exploratory
Descriptive
Causal
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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 dont know why. our product? Who buys our our products in a new package?
competitors 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?
Degree of Problem Definition
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5
Exploratory Research
Secondary data
Experience survey
Pilot studies
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Exploratory Research
Initial research conducted to clarifyand define the nature of a problem
Does not provide conclusive evidence
Subsequent research expected
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Descriptive Research
Describes characteristics of apopulation or phenomenon
Some understanding of the nature ofthe problem
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Causal Research
Conducted to identify cause andeffect relationships
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Identifying Causality
A causal relationship is impossible toprove unless there is:
Evidence of causality:
1. The appropriate causal order ofevents
2. Concomitant variation--two
phenomena vary together 3. An absence of alternative plausible
explanations
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Research Stages
Cyclical process - conclusions generatenew ideas
Stages can overlap chronologically
Stages are functionally interrelated
Forward linkages
Backward linkages
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Stages In The Research
Process Problem Discovery and Problem Definition
Research Design
Sampling Data Gathering
Data Processing and Analysis
Conclusions And Report
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Stages of the Research Process
Problem Discovery
and Definition
ResearchDesign
Sampling
Data
Gathering
Data Processingand Analysis
Conclusions and
Report
Discovery and
Definition
and so on
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Problem Discovery And
Definition First step
Problem,opportunity, or monitoroperations
Discovery before definition
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State the researchquestions and research
objectives
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Hypothesis
A statement
that can be tested
by empirical data
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Research Design
Master plan
Framework for action
Specifies methods and procedures
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POPULATION
SAMPLESample: subset
of a larger population.
Selecting a Sample
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Sampling
Who is to be sampled?
How large a sample?
How will sample units be selected?
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