BusinessResearchProcess.pptVIP

The Research Process: An Overview Chapter 4 Uncertainty Influences the Type of Research Information Reduces uncertainty Helps focus decision making Types of Research Exploratory Descriptive Causal Degree of Problem Definition Exploratory Techniques Secondary data Experience survey Pilot studies Initial research conducted to clarify and define the nature of a problem. Does not provide conclusive evidence. Subsequent research usually needed. Descriptive Research Describes characteristics of a population or phenomenon of interest. Provides some preliminary understanding of the nature of the problem. Examples Weight Watchers average customer Woman about 40 years old Household income of $50,000 and college education Woman who is trying to balance family and job commitments Other Descriptive Examples Harley Davidson average customer Male about 45 to 50 years old Household income of $75,000 and college educated Male who associates Harley with fun and the outdoors – “cool” Men’s fragrance market 1/3 size of women’s fragrance market Growing at a faster pace Women buy 80 % of men’s fragrances for the men Causal Research Conducted to identify cause and effect relationships A causal relationship is impossible to “prove.” Evidence of causality: The appropriate causal order of events. Concomitant variation – two phenomena vary together. An absence of alternative plausible explanations. Research Stages Cyclical process - conclusions generate new ideas “The formulation of a problem is often more essential than its solution.” ~ Albert Einstein Stages can overlap chronologically Stages are functionally interrelated Forward linkages Backward linkages Reminders If you do not know where you are going, any road will take you there. Problem Discovery and Problem Definition Planning the Research Design Master plan Framework for action Specifies methods and procedures Selection of the basic research method Survey Experiment Secondary data study Observation Selecting a Sample Who i