Business

Research Methods

William G. Zikmund

Chapter 4:
The Business Research Process
Information
Reduces uncertainty
Helps focus decision making
Types Of Research
Exploratory
Descriptive
Causal
COMPLETELY
CERTAIN
ABSOLUTE
AMBIGUITY
CAUSAL OR
DESCRIPTIVE
EXPLORATORY
Uncertainty Influences
The Type Of Research
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
6
Exploratory Research
Secondary data

Experience survey

Pilot studies
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
9
I keep six honest serving men, (they taught
me all I knew), their names are
--Rudyard Kipling
what, and why, and when, and how,
and where and who.
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
Stages of the Research Process
Problem Discovery
and Definition
Research
Design
Sampling
Data
Gathering
Data Processing
and Analysis
Conclusions and
Report
Discovery and
Definition
and so on
Research Stages
Cyclical process - conclusions generate new
ideas
Stages can overlap chronologically
Stages are functionally interrelated
Forward linkages
Backward linkages

Problem
discovery
Problem definition
(statement of
research objectives)
Secondary
(historical)
data
Experience
survey
Pilot
study
Case
study
Selection of
exploratory research
technique
Selection of
basic research
method
Experiment


Survey


Observation
Secondary
Data Study
Laboratory Field Interview Questionnaire
Selection of
exploratory research
technique
Sampling
Probability Nonprobability
Collection of
data
(fieldwork)
Editing and
coding
data
Data
processing
Interpretation
of
findings
Report
Data
Gathering
Data
Processing
and
Analysis
Conclusions
and Report
Research Design
Problem Discovery
and Definition
The Business Research Process

Problem Discovery
Exploratory
Research
Selection of the
Basic Research
Method
Selection of
Sample Design
Collection of the
Data
The Research Process (cont.)

Editing and Coding
Data Processing
Interpretation of the
Findings
Report
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
22
State the research
questions and research
objectives
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.
Secondary
(historical)
Data
Pilot
Study
Experience
Survey
Case
Study
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
POPULATION
SAMPLE
Sample: subset
of a larger population.
Selecting a Sample
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

Statement of
Research Objectives
Problem Definition
Defining Problem Results in
Clear Cut Research Objectives
Exploratory
Research
(Optional)
Analysis of
the Situation
Symptom Detection