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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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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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