The document discusses different types of research: - Exploratory research is flexible and informal, used to gain background on a problem. It does not provide conclusive evidence but informs subsequent research. - Descriptive research describes characteristics but not causes. It can profile populations through cross-sectional or longitudinal studies. - Correlational research determines the relationship between variables but cannot prove causation. The correlation coefficient indicates the strength and direction of relationships. - Explanatory research aims to understand relationships between independent and dependent variables to explain phenomena rather than just report observations. It tests and advances theoretical explanations.

1. Lecture 02

2. What Did We Learn In Lecture
01?
 What Is Research?
 What Is Business Research?
 What Isn’t Research?
 Characteristics Of Research
 Kinds Of Research
 Basic Or Pure Research
 Applied Research

4. Explorator
y Research

5.  Exploratory research is most commonly unstructured,
“informal” research that is undertaken to gain
background information about the general nature of the
research problem.
 Exploratory research is usually conducted when the
researcher does not know much about the problem
and needs additional information or desires new or more
recent information.

6. Continued……….
 Initial research conducted to clarify and define the nature
of a problem
 Does not provide conclusive evidence
 Subsequent research expected

7. Why Conduct Exploratory
Research
 Diagnose a situation
 Screening of alternatives
 Discover new ideas

8. Uses of Exploratory Research
 Formulate a problem or define a problem more precisely
 Identify alternative courses of action
 Develop hypotheses
 Isolate key variables and relationships for further
examination
 Gain insights for developing an approach to the problem
 Establish priorities for further research

9. Methods For Exploratory
Research
A variety of methods are available
to conduct exploratory research:
Secondary Data Analysis
Experience Surveys
Case Analysis
Focus Groups
Projective Techniques

10. Descriptive Research

11.  Descriptive research is undertaken to provide answers to
questions of who, what, where, when, and how –
but not why.
 Describes characteristics of a population or phenomenon
 Some understanding of the nature of the problem
 Two basic classifications:
 Cross-sectional studies
 Longitudinal studies

12. Cross-sectional Studies
 Cross-sectional studies measure units from a sample of
the population at only one point in time.
 Sample surveys are cross-sectional studies whose
samples are drawn in such a way as to be representative
of a specific population.
 On-line survey research is being used to collect data for
cross-sectional surveys at a faster rate of speed.

13. Longitudinal Studies
 Longitudinal studies repeatedly draw sample units of a
population over time.
 One method is to draw different units from the same
sampling frame.
 A second method is to use a “panel” where the same
people are asked to respond periodically.
 On-line survey research firms recruit panel members to
respond to online queries.

14. Use of Descriptive Research
 To describe the characteristics of relevant groups, such as
consumers, salespeople, organizations, or market areas.
 To estimate the percentage of units in a specified
population exhibiting a certain behavior.
 To determine the perceptions of product characteristics.
 To determine the degree to which marketing variables are
associated.
 To make specific predictions

15. Summarizing

16. Exploratory Research
Designed to generate basic knowledge, clarify relevant issues
uncover variables associated with a problem, uncover
information needs, and/or define alternatives for addressing
research objectives.
A very flexible, open-ended process.
Descriptive Research (who, what, where, how)
Designed to provide further insight into the research problem
by describing the variables of interest.
Can be used for profiling, defining, segmentation, estimating,
predicting, and examining associative relationships.

17. Exploratory Descriptive
Discovery of ideas and Describe characteristics or
Objective insights functions marked by the prior
formulation of specific
hypotheses
Flexible, versatile Preplanned and structured
Characteristics Often the front end of total design
research design
 Expert surveys  Secondary data
Methods  Pilot surveys  Surveys
 Secondary data  Panels
 Qualitative research  Observation and other data

18. Correlationa
l Research

19.  Definition
Whether and to what degree variables are related
 Purpose
 Determine relationships
 Make predictions
 Limitation
Cannot indicate cause and effect

20.  Correlational research are studies that are often conducted to
test the reliability and predictive validity of instruments used for
division making concerning selection of individuals for the
likely success in a course of study or a specific job.
 Some authors consider this research as a type of descriptive
research, since it describes the current conditions in a
situation. However, the difference lies in the nature of
conditions studies.
 A correlational study describes in quantitative terms the
degree to which the variables are related.

21. Why the Correlational Research?
 Determine the strength of
the relationship between
two or more variables.
 Determine the direction of
the relationship.
Positive.
Negative.

22. Purpose of Correlational
Research
 Correlational studies are carried out to explain important
human behavior or to predict likely outcomes (identify
relationships among variables).
 If a relationship of sufficient magnitude exists between
two variables, it becomes possible to predict a score on
either variable if a score on the other variable is known
(Prediction Studies).
 The variable that is used to make the prediction is called
the predictor variable.

23. Continued……….
 The variable about which the prediction is made is called
the criterion variable.
 Both scatter plots and regression lines are used in
correlational studies to predict a score on a criterion
variable

24. Correlation Coefficient
 Ranges from –1.00 to +1.00
 The number indicates the strength of the relationship.
 The sign indicates whether the relationship is positive or
negative.
 Does NOT indicate causality.

25. Examples
 What is the relationship between T.V. violence and
aggressive behavior ?
 This study is to determine the predictive ability of high
school grade point average (GPA) to forecast first to
fourth year College GPA.

26. Summary
 Correlational research is also known as associational
research.
 Relationships among two or more variables are studied
without any attempt to influence them.
 Investigates the possibility of relationships between two
variables.
 There is no manipulation of variables in correlational
research.

27. Explanatory
Research

28. A research in which the principal objective is to
know and understand the trait and mechanisms of
the relationship and association between the
independent and dependent variable.

29. Purpose of Explanatory
Research
 Explain things not just reporting. Why? Elaborate and
enrich a theory's explanation.
 Determine which of several explanations is best.
 Determine the accuracy of the theory; test a theory's
predictions or principle.
 Advance knowledge about underlying process.

30. Continued…….
 Build and elaborate a theory; elaborate and enrich a
theory's predictions or principle.
 Extend a theory or principle to new areas, new issues,
and new topics:
 Provide evidence to support or refute an explanation or
prediction.
 Test a theory's predictions or principles.

31. Lets Put It Together