ResearchMethods研究方法-东海大学个人网站网路硬碟.pptVIP

Research Methods研究方法 What is research? Why research? Why learning research methods? What is research? Careful investigation, especially, of a scholarly or scientific nature The process of thoroughly studying and analysing the situational factors surrounding a problem in order to seek out solutions to it (一個仔細檢閱、分析問題的各種因素，以提出解決方案的過程) Re-search (search again!) Why Research? To make more accurate (正確) decisions To reduce personal bias when making decisions The ultimate goal of Research Explanation understanding Answer questions Solve problems How problems are solved through research? 資訊蒐集Information gathering 二手資料 secondary data 一手資料 preliminary data Data 本質須與問題相關 資訊分析 Information analysis Why learning Research? Manager須仰賴大量且正確的資訊，以為決策的依據 When buying research service, you need to judge the quality of the research Types of research 依目的區分 Basic R. vs. Applied R. 依領域區分 Nature Science R vs. Social Science R 依層級區分 Report, Description, Explanation, Prediction, Control Basic vs. Applied Basic research 基礎研究 較為理論 TO EXPAND THE LIMITS OF HUMAN KNOWLEDGE 與單一企業政策無直接關係(Not directly involved in the solution to a problem) Example: 旅館經理的成功秘訣是否與他們的EQ有關? Location 是否是一個餐廳的致勝因素? Basic vs. Applied Applied research 應用研究 針對某公司或某單位發生之問題而延生出來的研究 強調實務問題的解決 (real-life problem) 研究結果可直接影響決策 Answers relate to ACTIONS or POLICY Example: 麥當勞的McVeggie 是否能為消費者接受? Basic vs. Applied 同: problem solving 異: applied research is more directed to making managerial decisions(管理決策) Nature vs. Social Nature Longer history More support variables are more easy to measure More rigorous procedures (可於實驗室進行，過程可充分掌控) Social Shorter history Private sponsor Variables are very abstract (抽象) hard to measure Research subjects (human) are harder to control The Purpose of Research 報告 報告式研究Reporting study 描述 描述性研究Descriptive study 解說 解說性研究 Explanatory study 預測 預測性研究 Predictive study Report 報告 研究的最基本形式 蒐集次級資料(i.e., 年度報告 or 報章雜誌)，並加以彙整 資訊蒐集，無提供有力推論 Example 學生報告 描述性研究 Descriptive study 針對某依特定事件(