management problem, research objective, hypothesis

8/10/2019 Management Problem, Research Objective, Hypothesis

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1

Session 2

Management problem,

Research objective,Hypothesis


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Research process flow chart

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Defineresearchproblem

Review concepts

and theories

Review previousresearch finding

Formulatehypotheses

Designresearch

Collectdata

Analyzedata

Interpretand report

Literature review


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Management problem and Research problem

Importance of defining problem

Each step in a research project is important, but the

problem definition is the most important step.

Problem definition involves stating general problem and

identifying the specific components of the research

problem.

Only when the research problem has been clearly defined

can research be designed and conducted properly.

Of all the tasks in a research project, none is more vital tothe ultimate fulfillment of a clients needs than a proper

definition of a research problem.

All the effort, time, and money spent from this point on will

be wasted if the problem is misunderstoodor ill defined.

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The process of defining Research problem

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Tasks involved

Discussions

with Decision

Maker(s)

Interviews

with Experts

Secondary

Data

Analysis

Qualitative

Research

Step: 1

Management Decision Problem

Research Problem

Step: 2

Objective/Theoretical Foundations

Research Question

Hypotheses

Specification of Info. Needed

Verbal/Graphical Model


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Management problem Vs. Research problem

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Management Decision Problem Research Problem

Asks what the decision maker

needs to do

Asks what information is needed

and how to it should be obtained

Action oriented Information oriented

Focuses on symptoms Focuses on the underlying causes


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Defining the problem

DM: We have seen a decline in the patronage of our store.

R: How do you know that?

DM: Well, it is reflected in our sales and market share.

R: Why do you think your patronage has declined?

DM: I wish I knew!

R: What about competition?

DM: I suspect we are better than competition on some

factors and worse than them on others. R: How do the customers view your store?

DM: I think most of them view it positively, although we mayhave a weak area or two.

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After a series of dialogues with the DM and other key

managers, analysis of secondary data, and qualitative

research, the problem was identified as follows:

Management Decision Problem: What should be doneto improve the patronage of Sears.

Research Problem: Determine the relative strengths

and weaknesses of Sears, vis--vis other major

competitors, with respect to factors that influence storepatronage.

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The following examples further distinguish between the

management decision problem and the research

problem.

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Should this new product be

introduced?

To determine consumer preferences

and purchase intentions for the

proposed new product.

Should the advertisingcampaign be changed?

To determine the effectiveness of thecurrent advertising campaign.

Should the price of the brand

be increased?

To determine the price elasticity of

demand and the impact on sales and

profits of various levels of prices.


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Class exercise.

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What changes incharacteristics of Lux be made

to increase its market share?

To determine the preference ofproduct characteristics of Safeguard,

Camay and Capri by their users.

Shall we shift to national

distribution channel from

satellite distributors?

To determine the relative reach of

national distributors vis-a-vis satellite

distributors in all major cities.Shall we have 1, 2 or 3 days

training programs for newly

inducted insurance agents?

To determine the relative effectiveness

of 1, 2 and 3 days training programs.


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Components of an Approach

Objective/Theoretical Foundations

Analytical Model

Research Questions Hypotheses

Specification of the Information Needed


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Verbal ModelStore Patronage

A consumer first becomes aware of department store.

That person then gains an understanding of the store in

terms of factors comprising choice criteria, i.e.,

evaluation.

Based on the evaluation, the consumer forms a degree

of preference for the store. If preference is strong

enough, the consumer will patronize the store

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Graphical ModelStore Patronage

Graphical modelsare visual. They are used to

isolate variables and to suggest directions of

relationships but are not designed to provide

numerical results.Awareness

Understanding: Evaluation

Preference

Patronage


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Mathematical modelsexplicitly specify therelationships among variables, usually in

equation form.

Where

y = degree of preference

= model parameters to be estimated

statistically

Mathematical Models

n

iiixaay

1

0

aa i,0


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Graphical ModelHarley-Davidson brand loyalty

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Beliefs Attitudes PurchaseExperience/Evaluation

LoyaltyRepeat

Purchase


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Research Questions and Hypotheses

Research Questions

Hypotheses

Objective/Theoretical

Framework

AnalyticalModel

Research Problem/Objective


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Research Questions and Hypotheses

Research questions(RQs) are refined statements ofthe specific components of the problem.

A hypothesis(H) is an unproven statement orproposition about a factor or phenomenon that is ofinterest to the researcher. Often, a hypothesis is apossible answer to the research question.


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The airline's Marketrak survey told United Airlines that

"customers wanted more varied and up-to-date food.

The following research questions and hypotheses may be

posed.

RQ1 How important is food for airline customers?

H1: Food is an important factor for airline travelers.

H2: Travelers value branded food.

H3: Travelers prefer larger food portions, but with

consistent quality.

H4: Travelers prefer exotic food.

At United, Food is Uniting the Airline

with Travelers


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Hypotheses

A hypothesis (H) is an unproven statement or proposition about afactor or phenomenon that is of interest to the researcher.

It may be a tentative statement about relationships between two ormore variables stipulated by the theoretical framework or the graphicalmodel.

Often a hypothesis is a possible answer to the research question.

Examples: RQ: Do Sears customers exhibit store loyalty?

H: Customers of sears are loyal.

RQ: Which characteristics of Safeguard, Camay and Capri are preferred bytheir users?

H1: Customers of Safeguard prefer the anti-septic characteristic.

H2: Customers of Camay prefer moisturizing quality.

H3: Customers of Capri prefer cleansing quality of the soap.

RQ: What are the reaches (penetration) of national and satellitedistributors?

H: National distributors have greater penetration level.19


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Class exercise

Dr. Feroze Laboratory is established in a medium-sizedhospital in Karachi. Looking at the success of laboratorychains like Aga Khan, Dr. Essasand Dr. Ehasanullah, theytoo are mulling over the option of opening a lab-chain. Theyare not sure if there is any more opportunity left to openanother lab-chain in the city. To take decision, they need

further accurate information. So, they decided to undertake aresearch in this regard.

You are to formulate the following:

Management Decision problem

Research problem Research objective

A verbal/graphical model

Research question(s)

Hypotheses21


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Next Assignment

Research design

Present summary of text material that you read and the

Research article. Only three slides. First slide should containCompanys name, topic of research and students name.

Bring a printout (Black & White) for approval

management problem, research objective, hypothesis

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