Chapter 4

The Research Process: An Overview

McGraw-Hill/Irwin Copyright © 2014 by The McGraw-Hill Companies, Inc. All rights reserved.
Learning Objectives

Understand …
 That research is decision- and dilemma-centered.
 That the clarified research question is the result of
careful exploration and analysis and sets the
direction for the research project.

4-2
Learning Objectives

Understand . . .
 How value assessments and budgeting influence
the process for proposing research, and
ultimately, research design.
 What is included in research design, data
collection, and data analysis.
 Research process problems to avoid.

4-3
Research Thought Leaders

“Listening is the front end of decision

making. It’s the surest, most efficient
route to informing the judgments we
need to make.”
Bernard Ferrari, consultant,
Ferrari Consultancy, LLC,
and former director at McKinsey & Company

4-4
The Research Process

Stage 1: Clarifying the

Research question
Stage 2: Proposing Research
Stage 3: Designing the
Research
Stage 4: Data Collection &
Preparation
Stage 5: Data Analysis &
Interpretation
Stage 6: Reporting the
Results
4-5
Stage 1: Clarifying the Research Question

Management-research question hierarchy process

begins by identifying the management dilemma
4-6
Stage 1: Clarifying the Research Question

Step 1: Discover the Management Dilemma

4-7
Stage 1: Clarifying the Research Question

Step 2: Define the Management Question

4-8
Stage 1: Clarifying the Research Question

Step 3: Define the Research Question

4-9
Evaluating the Value of Research

Option Analysis

Decision Theory

Prior or Interim Evaluation

Ex Post Facto Evaluation

4-10
Stage 2:
Proposing
Research

 Budget Types
 Rule-of-thumb
 Departmental
 Task

4-11
The Research Proposal

Purpose Methods Extent

Legally-
binding Timing
contract Written
proposals
establish
Obligations Delivery

Budgets

4-12
Stage 3: Designing the Research

4-13
Stage 3: Designing the Research

Research
Design
The
Sampling
Research
Design
Project

Pilot Testing

4-14
Stage 4: Data Collection

4-15
Data Characteristics

Abstractness

Verifiability

Elusiveness

Closeness

4-16
Collecting Sensitive Data
Demands Safeguards

Scotts used a
healthcare
management
company to collect
sensitive wellness
data during annual
health assessments
to preserve
participant
confidentiality.

4-17
Data Types

Primary

Secondary

4-18
Stage 5: Data Analysis &Interpretation

4-19
Steps in Data Analysis and Interpretation

Reduce data to manageable size

Develop summaries

Look for patterns

Apply statistical techniques

4-20
Stage 6: Reporting the Results

4-21
Parts of the Research Report

Executive Research
Summary Overview

Research
Report

Technical Implementation
Appendix Strategies

4-22
The Research Report Overview

Problem’s background

Summary of exploratory findings

Research design and procedures

Conclusions

4-23
Research Process Problems to Avoid

Ill-defined management problem

Unresearchable questions

Politically-motivated research
4-24
Research Process Problems to Avoid

Company Database Favored Techniques

Strip-mining Syndrome
4-25
Key Terms

• Census • Management question

• Data • Management-research
Primarydata question hierarchy
Secondary data • Pilot test
• Data analysis • Research design
• Decision rule • Research process
• exploration • Research questions
• Investigative questions • Sample
• Management dilemma • Target population

4-26
 Chapter 4
ADDITIONAL DISCUSSION OPPORTUNITIES

McGraw-Hill/Irwin Copyright © 2014 by The McGraw-Hill Companies, Inc. All rights reserved.
Snapshot: The Container Store

4-28
PicProfile:
Emerging
Research

4-29
Snapshot: Moms Video Insights

4-30
Research Thought Leaders

“Learning to ask empowering questions—

especially in moments of crisis—is a
critical skill that will ultimately shape the
meanings you create.”

Anthony Robbins
founder
Robbins Research International, Inc.

4-31
PulsePoint: Research Revelations

49 The percent of hiring managers who

discovered a lie on a résumé .

4-32
 Chapter 4
The Research Process: An Overview

McGraw-Hill/Irwin Copyright © 2014 by The McGraw-Hill Companies, Inc. All rights reserved.
 Photo Attributions
Slide Source
18 James Woodson/Getty Images
20 ©Pamela S. Schindler
23 Desugb Oucs/Kristy -Anne Glubish
28 Courtesy of The Container Store
29 Courtesy of Greenbook, 2012 Greenbook Research Trends Report
30 Marcus Thomas LLC; A©Brand X Pictures/Jupiterimages

4-34