Business Research Methodology-Introduction to research and Research Process
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Transcript of Business Research Methodology-Introduction to research and Research Process
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Chapter 1&2
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Topics Covered
Introduction to Research:
Decision making process
Meaning & definition of Research
Relevance and significance of Research in
business
Types of ResearchResearch problems
Evolution of ResearchOverview of Researchmethodology
Research Process: IntroductionTheoretical
FrameworkResearch Hypotheses
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Decision Making Process
Problem/Opportunity Identification
Problem/Opportunity Selection
Problem/Opportunity Resolution Implement the course of action
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Role of BRM in decision making
process
Problem/Opportunity Identification
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Role of BRM in decision making
process
Problem/Opportunity Selection
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Role of BRM in decision making
process
Problem/Opportunity Resolution
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Role of BRM in decision making
process
Implement the course of action
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Research
Research is an ORGANIZED and
SYSTEMATIC way of FINDING
ANSWERS to QUESTIONS.
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Research
ORGANIZEDin that there is a structure or
method in going about doing research. It is
a planned procedure, not a spontaneous
one. It is focused and limited to a specificscope.
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Research
SYSTEMATICbecause there is a definite
set of procedures and steps which you will
follow. There are certain things in the
research process which are always done
in order to get the most accurate results.
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Research
FINDING ANSWERSis the end of all
research. Whether it is the answer to a
hypothesis or even a simple question,
research is successful when we findanswers. Sometimes the answer is no, but
it is still an answer.
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Research
QUESTIONSare central to research. If
there is no question, then the answer is of
no use. Research is focused on relevant,
useful, and important questions. Without aquestion, research has no focus, drive, or
purpose.
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Types of Research
Basic & Applied
Marketing Research,Operations,HR etc
Exploratory Research, DescriptiveResearch, Causal Research, Experimental
research
Qualitative Research and QuantitativeResearch
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Types of Research Exploratory Research (huh?)
Designed to generate basic knowledge, clarify relevantissues uncover variables associated with a problem, uncoverinformation needs, and/or define alternatives for addressingresearch 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.
Causal Research (If-then) Designed to provide information on potential cause-and-
effect relationships.
Most practical in marketing to talk about associations orimpact of one variable on another.
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Experimental Research
There are many different types of "experiments."
All experimental research, however, has several
elements in common.
One of the most obvious is the division of thesubjects into groups (control, experimental, etc.).
Another is the use of a "treatment" (usually the
independent variable) which is introduced into
the research context or manipulated by theresearcher.
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Experimental Research
In contrast to qualitative research, virtually
all experiments are designed to test
hypotheses.
Its highly analytical.
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Qualitative & Quantitative
Research
Qualitativeresearch allows to explore
perceptions, attitudes and motivations
and to understand how they are formed. It
provides depth of information which canbe used in its own right or to determine
what attributes will subsequently be
measured in quantitative studies
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Qualitative & Quantitative
Research
Quantitativeresearch is descriptiveand
provides hard data on the numbers of
people exhibiting certain behaviors,
attitudes, etc.
It provides information in breadth and
depthand allows sample large numbers
of the population.
Its highly data-intensive and mathematical
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A Cl ifi ti f M k ti
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A Classification of Marketing
Research
Marketing Research
ProblemIdentification Research
Problem Solving
Research
Market Potential Research
Market Share ResearchMarket Characteristics ResearchSales Analysis ResearchForecasting Research
Business Trends Research
Segmentation ResearchProduct Research
Promotion Research
Distribution Research
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Marketing Research Suppliers &
Services
LIMITED SERVICE
Branded
Products
and Services
Data
Analysis
ServicesAnalytical
Services
Coding and
Data Entry
Services
Field
Services
FULL SERVICE
Syndicate
Services
Standardized
Services
Customize
d
Services
Internet
Services
RESEARCH
SUPPLIERSEXTERNAL
INTERNAL
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Selected Marketing Research
Career DescriptionsVice-President of Marketing Research: The senior position in
marketing research. The vice president (VP) is responsible for the
entire marketing research operation of the company and serves
on the top management team. This person sets the objectives and
goals of the marketing research department.
Research Director: Also a senior position. The research director hasthe general responsibility for the development and execution of all
the marketing research projects.
Assistant Director of Research: Serves as an administrative assistant
to the director and supervises some of the other marketing
research staff members.(Senior) Project Manager: Has overall responsibility for design,
implementation, and management of research projects.
Statistician/Data Processing Specialist: Serves as an expert on
theory and application of statistical techniques. Responsibilities
include experimental design, data processing, and analysis.
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Analyst Handles details in execution of
project
Designs & pretests questionnaires
Conducts preliminary analysis ofdata
Junior Analyst Secondary data analysis
Edits and codes questionnaires
Conducts preliminary analysis of data
Fieldwork Director Handles selection, training,
supervision, and evaluation of
interviewers and field workers
Senior Analyst Participates in the development of projects
Carries out execution of assigned projects
Coordinates the efforts of analyst, junior analyst, & other personnel in the
development of research design and data collection
Prepares final report
Statistician/Data Processing Serves as expert on theory and
application on statistical techniques
Oversees experimental design, data
processing, and analysis
Selected Marketing Research Career Descriptions
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Careers in Marketing Research
Career opportunities are available with marketing researchfirms (e.g., AC Nielsen, Burke, Inc., M/A/R/C)
Careers in business and non-business firms and agencies
with in-house marketing research departments (e.g., Procter& Gamble, Coca-Cola, AT & T, the Federal TradeCommission, United States Census Bureau)
Advertising agencies (e.g., BBDO International, Ogilvy &
Mather, J. Walter Thompson, Young & Rubicam)
Positions: vice president of marketing research, researchdirector, assistant director of research, project manager, fieldwork director, statistician/data processing specialist, senior
analyst, analyst, junior analyst, and operational supervisor.
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Research Process
Step 1: Problem Definition
Step 2: Development of an Approach to the
Problem
Step 3: Research Design Formulation
Step 4: Fieldwork or Data Collection
Step 5: Data Preparation and AnalysisStep 6: Report Preparation and Presentation
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Overview of Research
Methodology
1) The Process of Defining the Problem and
Developing an Approach
2) Tasks involved in Problem Definition
i. Discussions with Decision Makers
ii. Interviews with Industry Experts
iii. Secondary Data Analysis
iv. Qualitative Research
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Overview of Research
Methodology
3) Environmental Context of the Problem
i. Past Information and Forecasts
ii. Resources and Constraints
iii. Objectives
iv. Buyer Behavior
v. Legal Environment
vi. Economic Environment
vii. Marketing and Technological Skills
4) Management Decision Problem and
Research Problem
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Overview of Research
Methodology5) Defining the Research Problem
6) Components of an Approach
i. Objective / Theoretical Foundations
ii. Analytical Modeliii. Research Questions
iv. Hypothesis
v. Specification of Information Needed
7) Fieldwork or Data collection, data preparation andAnalysis and solution
8) Report Preparation and Presentation
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The Problem Definition Process
DiscussionwithDecision Maker(s)
InterviewswithExperts
SecondaryDataAnalysis
QualitativeResearch
Management Decision Problem
Research Problem
Tasks Involved
Environmental Context of the Problem
Step I: Problem Definition
Step II: Approach to the Problem
Objective/TheoreticalFoundations
ResearchQuestions
Hypotheses
Step III: Research Design
Analytical
Model: Verbal,
Graphical,
Mathematical
Specification
of
Information
Needed
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Discussions with Decision Makers
Interviews with Industry Experts Secondary Data Analysis
Qualitative Research
Tasks Involved in Problem
Definition
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The Problem Audit
The problem audit is a comprehensive examination of a
business problem with the purpose of understanding its origin
and nature.
1. The events that led to the decision that action is
needed, or the history of the problem.
2. The alternative courses of action available to the DM.
3. The criteria that will be used to evaluate the alternative
courses of action.
4. The potential actions that are likely to be suggested
based on the research findings.5. The information that is needed to answer the DM's
questions.
6. The manner in which the DM will use each item of
information in making the decision.
7. The corporate culture as it relates to decision making.
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The Seven Cs of Interaction
The interaction between the DM and the
researcher should be characterized by
the seven Cs:
1. Communication
2. Cooperation
3. Confidence
4. Candor
5. Closeness
6. Continuity
7. Creativity
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Factors to be Considered in the
Environmental Context of the Problem
PAST INFORMATION AND FORECASTS
RESOURCES AND CONSTRAINTS
OBJECTIVES
BUYER BEHAVIOR
LEGAL ENVIROMENT
ECONOMIC ENVIROMENT
MARKETING AND TECHNOLOGICAL
SKILLS
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Management Decision Problem Vs.
Marketing Research ProblemManagement Decision Problem Research Problem
Should a new product be To determine consumer preferences
introduced? and purchase intentions for the
proposed new product.
Should the advertising To determine the effectiveness
campaign be changed? of the current advertising
campaign.
Should the price of the To determine the price elasticity
brand be increased? of demand and the impact on sales
and profits of various levels
of price changes.
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Proper Definition of the Research
Problem
Research Problem
Broad Statement
Specific Components
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Components of an Approach
Objective/Theoretical Foundations
Analytical Model Research Questions
Hypotheses
Specification of the Information Needed
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The Role of Theory in Applied
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The Role of Theory in Applied
Research
Research Task Role of Theory1. Conceptualizing
and identifying
key variables
Provides a conceptual foundation and understanding of the basic processes
underlying the problem situation. These processes will suggest key dependent
and independent variables.
2. Operationalizing
key variables
Theoretical constructs (variables) can suggest independent and dependent
variables naturally occurring in the real world.
3. Selecting a
research design
Causal or associative relationships suggested by the theory may indicate whether
a causal or descriptive design should be adopted.
4. Selecting a
sample
The theoretical framework may be useful in defining the population and
suggesting variables for qualifying respondents, imposing quotas, or stratifying
the population
5. Analyzing and
interpreting data
The theoretical framework (and the models, research questions and hypotheses
based on it) guide the selection of a data analysis strategy and the interpretation
6. Integrating
findings
The findings obtained in the research project can be interpreted in the light of
previous research and integrated with the existing body of knowledge.
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Models
An analytical modelis a set of variables
and their interrelationships designed to
represent, in whole or in part, some real
system or process.
In verbal models, the variables and their
relationships are stated in prose form.Such models may be mere restatements
of the main tenets of a theory.
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Graphical Models
Graphical modelsare visual. They are used to
isolate variables and to suggest directions of
relationships but are not designed to provide
numerical results. Awareness
Understanding: Evaluation
Preference
Patronage
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Mathematical modelsexplicitly specify the
relationships among variables, usually in
equation form.
Where
y = degree of preference
= model parameters to be estimated
statistically
Mathematical Models
n
iiixaay
1
0
aa i,0
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Development of Research
Questions and Hypotheses
Components of the
Research Questions
Hypotheses
Objective/TheoreticalFramework
AnalyticalModel
Marketing Research Problem
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R h Q ti d
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Research Questions and
Hypotheses Research questions(RQs) are refined
statements of the specific components of
the problem.
A hypothesis(H) is an unproven
statement or proposition about a factor or
phenomenon that is of interest to the
researcher. Often, a hypothesis is apossible answer to the research question.
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At United, Food is Uniting the Airline
with Travelers
United Airlines, as other major airlines, had to deal withpassenger loyalty(management decision problem: how
to attract more and more loyal passengers). The broadresearch problemwas to identify the factors that
influence loyalty of airline travelers.
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The basic answer is to improve service. Exploratoryresearch, theoretical framework, and empirical evidencerevealed that the consumers choice of an airline isinfluenced by: safety, price of the ticket, frequent-flyerprogram, convenience of scheduling, and brand name.
At United, Food is Uniting the Airline
with Travelers
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At United Food is Uniting the Airline
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A graphical model stipulated thatconsumers evaluate competing airlinesbased on factors of the choice criteria to
select a preferred airline. The problem wasthat major airlines were quite similar onthese factors. Indeed, "airlines offer thesame schedules, the same service, and thesame fares. Consequently, United Airlines
had to find a way to differentiate itself. Foodturned out to be the solution.
At United, Food is Uniting the Airline
with Travelers
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At U it d F d i U iti th Ai li
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Secondary data, like the J. D Power & Associates'
survey on "current and future trends in airline foodindustry," indicated that "food service is a majorcontributor to customers loyalty." This survey alsoemphasized the importance of food brands.
At United, Food is Uniting the Airline
with Travelers
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At U it d F d i U iti th Ai li
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The airline's Marketrak survey told United Airlines that"customers wanted more varied and up-to-date food.
The following research questions and hypotheses may beposed.
RQ1 How important is food for airline customers?
H1: Food is an important factor for airline travelers.
H2: Travelers value branded food.
H3: Travelers prefer larger food portions, but withconsistent quality.
H4: Travelers prefer exotic food.
At United, Food is Uniting the Airline
with Travelers
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At United Food is Uniting the Airline
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Characteristics which influence the research designincluded the identification of competing airlines (Delta,American, etc.), factors of the choice criteria (alreadyidentified), measurement of airline travel, and loyalty.
At United, Food is Uniting the Airline
with Travelers
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At United Food is Uniting the Airline
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This kind of research helped United Airlines to define their marketingresearch problem, and develop the approach. Focus groups and surveyswere conducted to check customers' perceptions of food in UnitedAirlines' aircraft. The results provided support for all the hypotheses (H1to H4). United Airlines then made a few changes: new "culinary menus,"
larger portions of food, new coffee, and branded products (e.g., Godivachocolates). This resulted in better service, increasing customersatisfaction and fostering loyalty.
At United, Food is Uniting the Airline
with Travelers
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Research Sucks !!!!!!!
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