5. Exploratory Research Descriptive Research Causal Research
(Unaware of Problem)(Aware of Problem) (Problem Clearly Defined)
“Our sales are declining and “What kind of people are buying “Will buyers purchase more of
we don’t know why.” our product? Who buys our our products in a new package?
competitor’s product?”
“Would people be interested “Which of two advertising
in our new product idea?” “What features do buyers prefer campaigns is more effective?”
in our product?”
possiblesituation
9. 9
I keep six honest serving men, (they
taught me all I knew), their names are
--Rudyard Kipling
what, and why, and when, and how,
and where and who.”
10. Weight Watchers average customer
Woman about 40 years old
Household income of about $50,000
At least some college education
Trying to juggle children and a job
11. Men’s fragrance market
1/3 size of women’s fragrance market
But growing at a faster pace
Women buy 80 % of men’s fragrances
13. A causal relationship is impossible to prove.
Evidence of causality:
◦ 1. The appropriate causal order of events
◦ 2. Concomitant variation--two phenomena vary
together
◦ 3. An absence of alternative plausible explanations
14. Stages of the Research Process
Problem Discovery
and Definition
Research
Design
Sampling
Data
Gathering
Data Processing
and Analysis
Conclusions and
Report
Discovery and
Definition
and so on
15. Cyclical process - conclusions generate new ideas
Stages can overlap chronologically
Stages are functionally interrelated
◦ Forward linkages
◦ Backward linkages
16. 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
Observation
Secondary
Data StudyLaboratory Field Interview Questionnaire
Selection of
exploratory research
technique
Sampling
Probability Nonprobability
Collection of
data
(fieldwork)
Editing and
coding
data
Data
processing
Interpretation
of
findings
Report
Data
Gathering
Data
Processing
and
Analysis
Conclusions
and Report
Research Design
Problem Discovery
and Definition
17. The Business Research Process
Problem
Discovery
Exploratory
Research
Selection of the
Basic Research
Method
Selection of
Sample Design
Collection of the
Data
18. The Research Process (cont.)
Editing and
Coding
Data Processing
Interpretation of
the Findings
Report
19. Problem Discovery and Problem Definition
Research Design
Sampling
Data Gathering
Data Processing and Analysis
Conclusions And Report
20. First step
Problem, opportunity, or monitor operations
Discovery before definition
Problem means management problem
26. Secondary data (historical data)
◦ Previously collected
◦ Census of population
◦ Literature survey
Pilot study
◦ A number of diverse techniques
27.
28. Master plan
Framework for action
Specifies methods and procedures
35. 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
36.
37.
38. Statement of
Research Objectives
Problem Definition
Defining Problem Results in
Clear Cut Research Objectives
Exploratory
Research
(Optional)
Analysis of
the Situation
Symptom Detection
