6. research methodology - i
TRANSCRIPT
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Business
Research Methods
William G. Zikmund
Chapter 6:
Problem Definition and the
Research Proposal
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A Sea Horses Tale
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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
ObservationSecondary
Data StudyLaboratory Field Interview Questionnaire
Selection ofexploratory research
techniqueSampling
Probability Nonprobability
Collection of
data
(fieldwork)
Editing and
codingdata
Data
processing
Interpretation
of
findings
Report
DataGathering
DataProcessing
andAnalysis
Conclusionsand Report
Research Design
Problem Discoveryand Definition
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COMPLETELY
CERTAIN
ABSOLUTE
AMBIGUITY
CAUSAL OR
DESCRIPTIVE
EXPLORATORY
Uncertainty Influences the Type
of Research
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Problem Discovery and Definition
First step
Problem, opportunity, or monitor operations
Discovery before definition
Problem means management problem
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The formulation of the problem
is often more essential than its
solution.
Albert Einstein
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Problem Definition
The indication of a specific business
decision area that will be clarified by
answering some research questions.
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Statement of
Research Objectives
Problem Definition
Defining Problem Results in
Clear Cut Research Objectives
Exploratory
Research
(Optional)
Analysis ofthe Situation
Symptom Detection
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The Process of
Problem DefinitionAscertain the
decision makers
objectives
Understand
background of
the problem
Isolate/identify
the problem, not
the symptoms
Determine unit of
analysis
Determine
relevant variables
State research
questions and
objectives
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10
Ascertain the Decision Makers
Objectives Decision makers objectives
Managerial goals expressed in measurable
terms.
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The Iceberg Principle
The principle indicating that the dangerouspart of many business problems is neither
visible to nor understood by managers.
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Understand the Background of
the Problem Exercising judgment
Situation analysis - The informal gathering
of background information to familiarize
researchers or managers with the decision
area.
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Isolate and Identify the Problems,
Not the Symptoms Symptoms can be confusing
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Symptoms Can Be ConfusingTwenty-year-old neighborhood swimming
association:
Membership has been declining for years.
New water park -residents prefer the
expensive water park????
Demographic changes: Children have
grown up
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Problem Definition
Organization Symptoms Based on Symptom True Problem
Twenty-year-old
neighborhood
swimming
association in a
major city.
Membership has been
declining for years.
New water park with
wave pool and water
slides moved into
town a few years ago.
Neighborhood
residents prefer the
expensive water
park and have
negative image of
swimming pool.
Demographic changes:
Children in this 20-
year-old neighborhood
have grown up. Older
residents no longer
swim anywhere.
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TOTIEMUL
ESTO
What Language Is Written on
This Stone Found byArchaeologists?
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TOTI
EMUL
ESTO
The Language Is English: To Tie
Mules To
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Determine theU
nit ofA
nalysis Individuals, households, organizations, etc.
In many studies, the family rather than the
individual is the appropriate unit of
analysis.
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Determine the Relevant Variable Anything that may assume different
numerical values
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Types of Variables Categorical
Continuous
Dependent
Independent
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Hypothesis An unproven proposition
A possible solution to a problem
Guess
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State the research questions andresearch objectives
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If you do not know where you are going,
any road will take you there.
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Statement of
businessproblem
Exploratory
research(optional)
Statement of
businessproblem
Broad
researchobjectives
Specific
Objective 1
Specific
Objective 2
Specific
Objective 3
Research
DesignResults
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The Process of
Problem DefinitionAscertain the
decision makers
objectives
Understand
background of
the problem
Isolate/identify
the problem, not
the symptoms
Determine unit of
analysis
Determine
relevant variables
State research
questions and
objectives
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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
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Basic Questions -
Basic Research Design What types of questions need to be
answered?
Are descriptive or causal findings required?
What is the source of the data?
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Basic Questions -
Basic Research Design Can objective answers be obtained by
asking people?
How quickly is the information needed?
How should survey questions be worded?
How should experimental manipulations be
made?
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Basic Questions -
Selection of Sample Who or what is the source of the data?
Can the target population be identified?
Is a sample necessary?
How accurate must the sample be?
Is a probability sample necessary?
Is a national sample necessary?
How large a sample is necessary?
How will the sample be selected?
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Basic Questions -
Data Gathering Who will gather the data?
How long will data gathering take?
How much supervision is needed?
What operational procedures need to be
followed?
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Basic Questions -
Data Analysis Will standardized editing and coding
procedures be used?
How will the data be categorized? What statistical software will be used?
What is the nature of the data?
What questions need to be answered? How many variables are to be investigated
simultaneously?
Performance criteria for evaluation?
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Basic Questions -
Type of Report Who will read the report?
Are managerial recommendations
requested?
How many presentations are required?
What will be the format of the written
report?
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Basic Questions -
Overall Evaluation How much will the study cost?
Is the time frame acceptable?
Is outside help needed?
Will this research design attain the stated
research objectives?
When should the research be scheduled to
begin?
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Anticipating Outcomes
Dummy tables
Representations of the actual tables that will
be in the findings section of the final report;
used to gain a better understanding of what
the actual outcomes of the research will be.
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