3-1

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 m
  
      

 3-2

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
 3-3

Learning Objectives

‡ 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
‡ which research process problems to avoid
 3-4

The primary
purpose of
research is to
reduce the level of
risk of a business
decision
 3-5

0 
 
 
 
 3-6

Stage 1 Clarifying the

Research Question

‡ Management-research question
hierarchy
‡ Begins with management
dilemma
 3-7

Exhibit 3-2 Management-

Research Question Hierarchy
 3-8

Exhibit 3-5 SalePro¶s

Hierarchy
 3-9

0 

 
 
 

 3-10

Types of Management
Questions
 3-11

The Research Question

Break
Examine
questions
variables
down

 
 
Determine Set
necessary scope of
evidence study

Evaluate
hypotheses
 3-12

Investigative Questions

Performance Considerations

Attitudinal Issues

Behavioral Issues

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 3-13

‡ Harris Interactive
answers ³Why?´
for its research
clients
 3-14

Stage 2 Proposing
Research
‡ Exhibit 3-7
‡ Budget Types
± Rule-of-thumb
± Departmental
± Task
 3-15

Exhibit 3-6 Gantt Chart

MindWriter
Project Plan
 3-16

Evaluating the Value of

Research

Option Analysis

Decision Theory

Prior or Interim Evaluation

Ex Post Facto Evaluation

 3-17

The Research Proposal

Purpose Methods Extent

Legally-
binding Timing
contract - 




Obligations Delivery

Budgets
 3-18

Stage 3


 

Designing
the
 
Research 
Project
 
 3-19

Stage 4 Data Collection

Data Characteristics
‡ Abstractness
‡ Verifiability
‡ Elusiveness
‡ Closeness
 3-20

Stage 5 Data Analysis and

Interpretation

Reducing data to manageable size

Developing summaries

Looking for patterns

Applying statistical techniques

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 3-21

Stage 6 Reporting the

Results

Executive Research
Summary Overview

Research
Report

Technical Implementation
Appendix Strategies
 3-22

The Research Overview

Problem¶s background

Summary of exploratory findings

Research design and procedures

Conclusions
 3-23

Research Process Issues

‡ The Favored-Technique
Syndrome
‡ Company Database Strip-
Mining
‡ Unresearchable
Questions
‡ Ill-Defined Management
Problems
‡ Politically Motivated
Research
 3-24

Key Terms
‡ Census ‡ Management dilemma
‡ Data ‡ Management question
±Primary data ‡ Management-research
±Secondary data question hierarchy
‡ Data analysis ‡ Measurement questions
‡ Decision rule ‡ Pilot test
‡ exploration ‡ Research design
‡ Investigative ‡ Research process
questions ‡ Research questions
‡ Sample