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Business

Research Methods

William G. Zikmund

Chapter 6:

Problem Definition and the

Research Proposal


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A Sea Horses Tale


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Problemdiscovery

Problem definition

(statement of

research objectives)

Secondary

(historical)

data

Experience

survey

Pilot

study

Case

study

Selection of

exploratory researchtechnique

Selection of

basic research

method

Experiment SurveyObservation

Secondary

Data StudyLaboratory Field Interview Questionnaire

Selection of

exploratory research

techniqueSampling

Probability Nonprobability

Collection of

data

(fieldwork)

Editing andcoding

data

Data

processing

Interpretation

of

findings

Report

Data

Gathering

Data

Processingand

Analysis

Conclusions

and Report

Research Design

Problem Discovery

and Definition


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COMPLETELY

CERTAIN

ABSOLUTE

AMBIGUITY

CAUSAL OR

DESCRIPTIVE

EXPLORATORY

Uncertainty Influences the Type

of Research


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Problem Discovery and Definition First step

Problem, opportunity, or monitor operations

Discovery before definition

Problem means management problem


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The formulation of the problem

is often more essential than its

solution.

Albert Einstein


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Problem Definition The indication of a specific business

decision area that will be clarified by

answering some research questions.


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Statement ofResearch Objectives

Problem Definition

Defining Problem Results in

Clear Cut Research Objectives

ExploratoryResearch(Optional)

Analysis ofthe Situation

Symptom Detection


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10

Ascertain the Decision Makers

Objectives Decision makers objectives

Managerial goals expressed in measurable

terms.


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The Iceberg Principle

The principle indicating that the dangerouspart of many business problems is neither

visible to nor understood by managers.


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12

Understand the Background of

the Problem Exercising judgment

Situation analysis - The informal gathering

of background information to familiarize

researchers or managers with the decision

area.


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13

Isolate and Identify the Problems,

Not the Symptoms Symptoms can be confusing


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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


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TOTIEMULESTO

What Language Is Written on

This Stone Found by

Archaeologists?


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TOTIEMULESTO

The Language Is English: To Tie

Mules To


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18

Determine the Unit of Analysis Individuals, households, organizations, etc.

In many studies, the family rather than the

individual is the appropriate unit ofanalysis.


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19

Determine the Relevant Variable

Anything that may assume different

numerical values


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Types of Variables

Categorical

Continuous

Dependent

Independent


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Hypothesis An unproven proposition

A possible solution to a problem

Guess


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22

State the research questions and

research objectives


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If you do not know where you are going,

any road will take you there.


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Statement ofbusinessproblem

Exploratoryresearch(optional)

Statement ofbusinessproblem

Broadresearch

objectives

SpecificObjective 1

SpecificObjective 2

SpecificObjective 3

ResearchDesign

Results


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The Process of

Problem DefinitionAscertain thedecision makers

objectives

Understandbackground of theproblem

Isolate/identify theproblem, not thesymptoms

Determine unit ofanalysis

Determine relevantvariables

State researchquestions andobjectives


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Research Proposal 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


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Basic Questions -

Problem Definition

What is the purpose of the study?

How much is already known?

Is additional background information necessary?

What is to be measured? How?

Can the data be made available?

Should research be conducted? Can a hypothesis be formulated?


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Basic Questions -

Basic Research Design

What types of questions need to be

answered?

Are descriptive or causal findings required?

What is the source of the data?


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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?


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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?


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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?


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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?


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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?


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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?


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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.


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