webbBRch4 [EDocFind.com]

8/7/2019 webbBRch4 [EDocFind.com]

1/26

Business

Research Methods

William G. Zikmund

Chapter 4:

The Business Research Process


2/26

Information

Reduces uncertainty

Helps focus decision making


3/26

Types Of Research

1. Exploratory Initial research conducted to clarify and define the

nature of a problem

Does not provide conclusive evidence

Subsequent research expected

2. Descriptive

Describes characteristics of a population or

phenomenon

Some understanding of the nature of the problem

3. Causal

Conducted to identify cause and effect relationships


4/26


5/26

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 buyerspurchase 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

advertisingin our new product idea? What features do buyers prefer campaigns is more

effective?

in our product?

Degree of Problem Definition


6/26

Descriptive Research Example Weight Watchers average customer

Woman about 40 years old

Household income of about $50,000

At least some college education

Trying to juggle children and a job


7/26

Descriptive Research Example Mens fragrance market

1/3 size of womens fragrance market

But growing at a faster pace

Women buy 80 % of mens fragrances


8/26

Identifying Causality

Can NEVER prove causality.

Evidence of causality:

1. The appropriate causal order of events

2. Concomitant variation--two phenomena varytogether

3. An absence of alternative plausibleexplanations

Often Use Experiments in CausalResearch


9/26

Stages of the Research Process

Problem Discovery

and Definition

ResearchDesign

Sampling

Data

Gathering

Data Processing

and Analysis

Conclusions and

Report

Discovery and

Definition

and so on


10/26

Research Stages Cyclical process - conclusions generate new

ideas

Stages can overlap chronologically

Stages are functionally interrelated

Forward linkages

Backward linkages


11/26

Problem

discovery

Problem definition

(statement of

research objectives)

Secondary

(historical)

data

Experience

survey

Pilot

study

Case

study

Selection ofexploratory research

technique

Selection of

basic research

method

Experiment Survey

ObservationSecondary

Data StudyLaboratory Field Interview Questionnaire

Selection ofSample Design

Sampling

Probability Nonprobability

Collection of

data

(fieldwork)

Editing andcoding

data

Data

processing

Interpretation

of

findings

Report

DataGathering

DataProcessing

andAnalysis

Conclusionsand Report

Research Design

Problem Discoveryand Definition


12/26

StagesIn The Research Process

Problem Discovery and Problem Definition

Research Design

Sampling

Data Gathering

Data Processing and Analysis Conclusions And Report


13/26

The formulation of the problem

is often more essential than its

solution

Albert Einstein


14/26

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


15/26

Exploratory Research Techniques

Three Examples

Secondary data (historical data)

Previously collected for another purpose

Literature survey Databases (e.g., www.census.gov)

Pilot study

A number of diverse techniques Focus Groups

6 to 10 people in group dynamics session


16/26

State the research questions and

research objectives

Hypothesis:

A statement

that can be refuted

by empirical data


17/26

Research Design Master plan

Specifies methods and procedures

Framework for action


18/26

Basic Research Methods Surveys

Interview

Questionnaire

Experiments control conditions so that one ormore variables can be manipulated to test ahypothesis Field

Laboratory Secondary data

Observation


19/26

POPULATIONPOPULATION

SAMPLESAMPLESample:Sample: subsetsubset

of a larger populationof a larger population..

Selecting a Sample


20/26

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


21/26

Data Gathering Stage

Focus on error minimization

Pretesting


22/26

Data Processing and Analysis

EditingChecking the data collection

forms for omissions, legibilityand consistency

Coding

Rules for interpreting,

categorizing and recording

the data


23/26

Conclusions And Report Writing Effective communication of the research

findings

Usually includes making recommendations

What does this mean to management?


24/26

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


25/26

Research Program vs. Research Project

Research program firms overall strategy

for utilizing business research. Places each

research project into companys strategicplan.


26/26

Assignment for Chapter 7:

Exploratory Research andQualitative Analysis

Using the Ingram Library Databases, Pull

and Read the Article, A Typology ofConsumer Responses to Cause-Related

Marketing: From Skeptics to Socially

Concerned, by Deborah J. Webb and Lois

A. Mohr in the Journal of Public Policy and

Marketing, Fall 1998, Volume 17, Issue 2.

webbBRch4 [EDocFind.com]

Documents