Business

Research Methods

William G. Zikmund

Chapter #09
Research Process and
Research Design
 Information
Reduces uncertainty
Helps focus decision making
 Types Of Research
Exploratory
Descriptive
Causal
 Uncertainty Influences
The Type Of Research
CAUSAL OR COMPLETELY ABSOLUTE EXPLORATORY
DESCRIPTIVE CERTAIN AMBIGUITY
 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 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?
Exploratory Research

Secondary data

Experience survey

Pilot studies

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 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
I keep six honest serving men, (they
taught me all I knew), their names are
what, and why, and when, and how,
and where and who.
--Rudyard Kipling

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 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
 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
 Causal Research
Conducted to identify cause and effect
relationships
 Identifying Causality
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
 Class Activity
Focus Group
 Stages of the Research Process
Problem Discovery Discovery and
and Definition Definition

Research and so on
Design Conclusions and
Report

Sampling
Data Processing
and Analysis
Data
Gathering
 Research Stages
Cyclical process - conclusions generate new
ideas
Stages can overlap chronologically
Stages are functionally interrelated
Forward linkages
Backward linkages
Problem Discovery Problem Selection of
and Definition discovery exploratory research
technique
Sampling

Selection of
exploratory research
technique Probability Nonprobability

Secondary
Experience Pilot Case Collection of
(historical) Data
survey study study data
data Gathering
(fieldwork)

Data
Editing and
Problem definition Processing
coding
(statement of and
Analysis data
research objectives)

Data
Selection of processing
Research Design basic research
method Conclusions
Interpretation
and Report
of
findings
Experiment Survey
Secondary
Laboratory Field Interview Questionnaire Observation
Data Study Report
The Business Research Process

Problem Selection of
Discovery Sample Design

Exploratory Collection of the

Research Data

Selection of the
Basic Research
Method
The Research Process (cont.)

Editing and Report

Coding

Data Processing

Interpretation of
the Findings
 Stages In The Research Process
Problem Discovery and Problem Definition
Research Design
Sampling
Data Gathering
Data Processing and Analysis
Conclusions And Report
 Problem Discovery And
Definition
First step
Problem, opportunity, or monitor operations
Discovery before definition
Problem means management problem
The formulation of the problem
is often more essential than its
solution

Albert Einstein
 State the research
questions and research
objectives

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 Hypothesis
A statement
that can be refuted
by empirical data
If you do not know where you are going,
any road will take you there.
 Experience Case
Secondary Pilot Study
Survey
(historical) Study
Data

Exploratory
Research
 Exploratory Research Techniques
Two Examples
Secondary data (historical data)
Previously collected
Census of population
Literature survey
Pilot study
A number of diverse techniques
Focus Group Interview
 Research Design
Master plan
Framework for action
Specifies methods and procedures
 Basic Research Methods
Surveys
Experiments
Secondary data
Observation
 Selecting a Sample

Sample: subset SAMPLE

of a larger population.

POPULATION
 Sampling
Who is to be sampled?
How large a sample?
How will sample units be selected?
Data Gathering Stage
Data Processing and Analysis
Conclusions And Report Writing
Effective communication of the research
findings
 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
Research Program Strategy
 Defining Problem Results in
Clear Cut Research Objectives
Symptom Detection

Analysis of
the Situation
Exploratory
Research
(Optional)
Problem Definition

Statement of
Research Objectives