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Information Reduces uncertainty
Helps focus decision making
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Types Of Research
Exploratory
Descriptive Causal
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COMPLETELY
CERTAIN
ABSOLUTE
AMBIGUITYCAUSAL OR
DESCRIPTIVE
EXPLORATORY
Uncertainty Influences
The Type Of Research
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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 buyerspurchase more of
we dont know why. our product? Who buys our our products in a new
package?
competitors product?
Would people be interested Which of two
advertisingin our new product idea? What features do buyers prefer campaigns is more
effective?
in our product?
Degree of Problem Definition
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Exploratory Research
Secondary data
Experience survey
Pilot studies
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Exploratory Research Initial research conducted to clarify and
define the nature of a problem
Does not provide conclusive evidence
Subsequent research expected
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Descriptive Research Describes characteristics of a population or
phenomenon
Some understanding of the nature of the
problem
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I keep six honest serving men, (theytaught me all I knew), their names are
--Rudyard Kipling
what, and why, and when, and how,
and where and who.
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Descriptive Research Example Weight Watchers average customer
Woman about 40 years old
Household income of about $50,000
At least some college education
T
rying to juggle children and a job
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Descriptive Research Example Mens fragrance market
1/3 size of womens fragrance market
But growing at a faster pace
Women buy 80 % of mens fragrances
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Causal Research Conducted to identify cause and effect
relationships
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Identifying Causality 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 plausibleexplanations
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Stages of the Research Process
Problem Discovery
and Definition
ResearchDesign
Sampling
Data
Gathering
Data Processing
and Analysis
Conclusions and
Report
Discovery and
Definition
and so on
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Research Stages Cyclical process - conclusions generate new
ideas
Stages can overlap chronologically
Stages are functionally interrelated
Forward linkages
Backward linkages
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Stages In
The Research Process
Problem Discovery and Problem Definition
Research Design
Sampling
Data Gathering
Data Processing and Analysis Conclusions And Report
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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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State the research
questions and researchobjectives
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Hypothesis A statement
that can be refuted
by empirical data
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If you do not know where you are going,
any road will take you there.
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SecondarySecondary
((historicalhistorical))
DataData
PilotPilot
StudyStudy
ExperienceExperience
SurveySurvey
CaseCaseStudyStudy
ExploratoryExploratory
ResearchResearch
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Exploratory Research Techniques
Two Examples
Secondary data (historical data)
Previously collected
Census of population
Literature survey
Pilot study
A number of diverse techniques
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Focus Group Interview
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Research Design Master plan
Framework for action
Specifies methods and procedures
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Basic Research Methods Surveys
Experiments
Secondary data
Observation
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POPULATIONPOPULATION
SAMPLESAMPLESample:Sample: subsetsubset
of a larger populationof a larger population..
Selecting a
Sample
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Sampling
Who is to be sampled?
How large a sample?
How will sample units be selected?
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Data GatheringS
tage
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Data Processing and Analysis
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Conclusions And Report Writing Effective communication of the research
findings
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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 ofSample 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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Research ProgramS
trategy
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Statement of
Research Objectives
Problem Definition
Defining Problem Results in
Clear Cut Research Objectives
Exploratory
Research
(Optional)
Analysis of
the Situation
Symptom Detection