ch06 zikmund.ppt

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Business

Research Methods

William G. Zikmund

Chapter 6:

Problem Definition and the

Research Proposal



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



uncertaintyCOMPLETELY

CERTAIN

ABSOLUTE

AMBIGUITY

CAUSAL OR

DESCRIPTIVE

EXPLORATORY

Uncertainty Influences the Type

of Research



Problem Discovery and Definition

• First step

• Problem, opportunity, or monitor operations

• Discovery before definition

• Problem means management problem



“The formulation of the problem

is often more essential than its

solution.”

Albert Einstein



Problem Definition

• The indication of a specific business

decision area that will be clarified by

answering some research questions.



Statement of

Research Objectives

Problem Definition

Defining Problem Results in

Clear Cut Research Objectives

Exploratory

Research

(Optional)

Analysis of

the Situation

Symptom Detection



The Process of

Problem Definition Ascertain the

decision maker’s

objectives

Understand

background of the

problem

Isolate/identify the

problem, not the

symptoms

Determine unit of

analysis

Determine relevant

variables

State research

questions and

objectives



9

Ascertain the Decision Maker’s

Objectives

• Decision makers’ objectives

• Managerial goals expressed in measurable

terms.



The Iceberg Principle

• The principle indicating that the dangerous part of many business problems is neither

visible to nor understood by managers.



11

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.



12

Isolate and Identify the Problems,

Not the Symptoms

• Symptoms can be confusing



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-oldneighborhood

swimming

association in a

major city.

Membership has beendeclining for years.

New water park with

wave pool and water

slides moved into

town a few years ago.

Neighborhoodresidents prefer the

expensive water

park and have

negative image of

swimming pool.

Demographic changes:Children in this 20-

year-old neighborhood

have grown up. Older

residents no longer

swim anywhere.



15

Determine the Unit of Analysis

• Individuals, households, organizations, etc.

• In many studies, the family rather than the

individual is the appropriate unit ofanalysis.



16

Determine the Relevant Variable

• Anything that may assume different

numerical values



Types of Variables

• Categorical

• Continuous

• Dependent

• Independent



Hypothesis

• An unproven proposition

• A possible solution to a problem

• Guess



19

State the research questions and

research objectives



If you do not know where you are going,

any road will take you there.



Statement of

business

problem

Exploratory

research

(optional)

Statement of

business

problem

Broad

research

objectives

SpecificObjective 1

SpecificObjective 2

SpecificObjective 3

Research

DesignResults



The Process of

Problem Definition Ascertain the

decision maker’s

objectives

Understand

background of the

problem

Isolate/identify the

problem, not the

symptoms

Determine unit of

analysis

Determine relevant

variables

State research

questions and

objectives



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



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?



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?



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 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.

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