Research Methods

Research Process
Problem Selection of
Problem Discovery discovery exploratory research
and Definition technique
Sampling

Selection of
exploratory research
technique Probability Nonprobability

Secondary
Experience Pilot Case Collection of
(historical) Data
survey study study data
data Gathering
(fieldwork)

Data
Editing and
Problem definition Processing
coding
(statement of and
Analysis data
research objectives)

Data
Selection of processing
Research Design basic research
method Conclusions
Interpretation
and Report
of
findings
Experiment Survey
Secondary
Laboratory Field Interview Questionnaire Observation
Data Study Report
 Problem Definition

“The formulation of the problem is often more essential than its solution.”
Albert Einstein

If you do not know where you are going, any road will take you there.
 Problem Discovery and Definition

•First step
•Problem, opportunity, or monitor operations
•Discovery before definition
•Problem means management problem

The indication of a specific business decision area that will

be clarified by answering some research questions.
Defining Problem Results in Clear Cut Research Objectives

Symptom Detection

Analysis of
the Situation
Exploratory
Research
(Optional)
Problem Definition

Statement of
Research Objectives
 The Process of Problem Definition

Ascertain the Determine unit of

decision maker’s analysis
objectives

Understand Determine relevant

background of the variables
problem

Isolate/identify the State research

problem, not the questions and
symptoms objectives
 1. Ascertain Decision Makers Objectives

Managerial goals are to be expressed in measurable terms

Iceberg Principle
• The principle indicating that the dangerous part of many business
problems is neither visible to nor understood by managers.
 2. Understanding the Background of the Problem

• Exercising judgment

• Situation analysis - The informal gathering of

background information to familiarize researchers or

managers with the decision area.

 3. Isolate & Identify the problems not the symptoms

• Symptoms can be confusing

Twenty-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

Problem Definition
Organization Symptoms Based on Symptom True Problem

Twenty-year-old Membership has been Neighborhood Demographic changes:

neighborhood declining for years. residents prefer the Children in this 20-
swimming New water park with expensive water year-old neighborhood
association in a wave pool and water park and have have grown up. Older
major city. slides moved into negative image of residents no longer
town a few years ago. swimming pool. swim anywhere.
4 & 5. Determine the Unit of Analysis & Determine relevant variables

• Individuals, households, organizations, etc.

• In many studies, the family rather than the individual is
the appropriate unit of analysis.

Types of Variables
• Categorical
• Continuous
• Dependent
• Independent
 6. State the research questions and objectives
If you do not know where you are going, any road will take you there.

Broad research Statement of Exploratory

objectives business research
problem (optional)

Specific Specific Specific

Objective 1 Objective 2 Objective 3

Research Design
Results
 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?
 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?
 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?
 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?
 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?
 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?
 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.
 Exploratory Research

• Initial research conducted to clarify and define the nature of

a problem
• Does not provide conclusive evidence
• Subsequent research expected

Why conduct Exploratory Research?

• Diagnose a situation
• Screening of alternatives
• Discover new ideas
 Types of Exploratory Research

Experience Surveys “If you wish to know the road up the mountain, you
must ask the man who goes back and forth on it.”
• Ask knowledgeable individuals about a particular research problem
– most are quite willing

Secondary Data Analysis

Case Study method
Pilot Study - Projective Techniques – “A man is least himself when he talks
in his own person; when given a mask he will tell the truth.” --Oscar Wilde
• Word Association Test – Subject is presented with. Respondent is asked to
respond with first word that comes to mind. E.g. Green – Lawn, Money.
Cheese – Kraft, Cheddar, Goat
 Sentence Completion

People who drink beer are ______________________

A man who drinks light beer is ___________________

Imported beer is most liked by ___________________

A woman will drink beer when____________________

Thematic Apperception Test
T.A.T.
 Focus Group Interviews

• Unstructured
• Free flowing
• Group interview of 8-10 people in a group
• Homogeneous on demographics, lifestyles, attitudes
• Start with broad topic and focus in on specific issues
• Moderator develops rapport, stimulates spontaneous response, interacts,
listens, controls, gives a chance for everyone to express their opinion

Outline for a Focus Group

• Establish a rapport
• Begin with broad topic
• Focus in on specific topic
• Generate discussion and interaction