business research methods william g zikmund
Download
Skip this Video
Download Presentation
Business Research Methods William G. Zikmund

Loading in 2 Seconds...

play fullscreen
1 / 38

Business Research Methods William G. Zikmund - PowerPoint PPT Presentation


  • 170 Views
  • Uploaded on

Business Research Methods William G. Zikmund. Chapter 4: The Business Research Process . Information. Reduces uncertainty Helps focus decision making. Types Of Research. Exploratory Descriptive Causal. Uncertainty Influences The Type Of Research. CAUSAL OR DESCRIPTIVE.

loader
I am the owner, or an agent authorized to act on behalf of the owner, of the copyrighted work described.
capcha
Download Presentation

PowerPoint Slideshow about 'Business Research Methods William G. Zikmund' - paul


An Image/Link below is provided (as is) to download presentation

Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author.While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server.


- - - - - - - - - - - - - - - - - - - - - - - - - - E N D - - - - - - - - - - - - - - - - - - - - - - - - - -
Presentation Transcript
business research methods william g zikmund

Business Research MethodsWilliam G. Zikmund

Chapter 4:

The Business Research Process

information
Information
  • Reduces uncertainty
  • Helps focus decision making
types of research
Types Of Research
  • Exploratory
  • Descriptive
  • Causal
uncertainty influences the type of research
Uncertainty Influences The Type Of Research

CAUSAL OR

DESCRIPTIVE

EXPLORATORY

COMPLETELY

CERTAIN

ABSOLUTE

AMBIGUITY

degree of problem definition
Degree of Problem Definition

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 buyers purchase more of

we don’t know why.” our product? Who buys our our products in a new package?

competitor’s product?”

“Would people be interested “Which of two advertising

in our new product idea?” “What features do buyers prefer campaigns is more effective?”

in our product?”

possible situation

slide6

Exploratory Research

Secondary data

Experience survey

Pilot studies

exploratory research
Exploratory Research
  • Initial research conducted to clarify and define the nature of a problem
  • Does not provide conclusive evidence
  • Subsequent research expected
descriptive research
Descriptive Research
  • Describes characteristics of a population or phenomenon
  • Some understanding of the nature of the problem
slide9

I keep six honest serving men, (they taught me all I knew), their names are

and when,

and how,

and why,

what,

and where

and who.”

--Rudyard Kipling

descriptive research example
Descriptive Research Example
  • Weight Watchers average customer
  • Woman about 40 years old
  • Household income of about $50,000
  • At least some college education
  • Trying to juggle children and a job
descriptive research example1
Descriptive Research Example
  • Men’s fragrance market
  • 1/3 size of women’s fragrance market
  • But growing at a faster pace
  • Women buy 80 % of men’s fragrances
causal research
Causal Research
  • Conducted to identify cause and effect relationships
identifying causality
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 plausible explanations
slide14

Stages of the Research Process

Problem Discovery

and Definition

Discovery and

Definition

and so on

Research

Design

Conclusions and

Report

Sampling

Data Processing

and Analysis

Data

Gathering

research stages
Research Stages
  • Cyclical process - conclusions generate new ideas
  • Stages can overlap chronologically
  • Stages are functionally interrelated
    • Forward linkages
    • Backward linkages
slide16

Selection of

exploratory research

technique

Problem

discovery

Problem Discovery

and Definition

Sampling

Selection of

exploratory research

technique

Probability

Nonprobability

Secondary

(historical)

data

Experience

survey

Pilot

study

Case

study

Collection of

data

(fieldwork)

Data

Gathering

Data

Processing

and

Analysis

Editing and

coding

data

Problem definition

(statement of

research objectives)

Data

processing

Selection of

basic research

method

Research Design

Conclusions

and Report

Interpretation

of

findings

Experiment

Survey

Observation

Secondary

Data Study

Report

Laboratory

Field

Interview

Questionnaire

slide17

Problem Discovery

Selection of Sample Design

Exploratory Research

Collection of the Data

Selection of the Basic Research Method

The Business Research Process

slide18

Editing and Coding

Report

Data Processing

Interpretation of the Findings

The Research Process (cont.)

stages in the research process
Stages In The Research Process
  • Problem Discovery and Problem Definition
  • Research Design
  • Sampling
  • Data Gathering
  • Data Processing and Analysis
  • Conclusions And Report
problem discovery and definition
Problem Discovery And Definition
  • First step
  • Problem, opportunity, or monitor operations
  • Discovery before definition
  • Problem means management problem
hypothesis
Hypothesis
  • A statement
  • that can be refuted
  • by empirical data
slide25

Experience

Survey

Case

Study

Pilot

Study

Secondary

(historical)

Data

Exploratory

Research

exploratory research techniques two examples
Exploratory Research Techniques Two Examples
  • Secondary data (historical data)
    • Previously collected
    • Census of population
    • Literature survey
  • Pilot study
    • A number of diverse techniques
research design
Research Design
  • Master plan
  • Framework for action
  • Specifies methods and procedures
basic research methods
Basic Research Methods
  • Surveys
  • Experiments
  • Secondary data
  • Observation
selecting a sample
Selecting a Sample

Sample: subset

of a larger population.

SAMPLE

POPULATION

sampling
Sampling
  • Who is to be sampled?
  • How large a sample?
  • How will sample units be selected?
conclusions and report writing
Conclusions And Report Writing
  • Effective communication of the research findings
research proposal
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
slide38

Analysis of

the Situation

Problem Definition

Statement of

Research Objectives

Defining Problem Results in

Clear Cut Research Objectives

Symptom Detection

Exploratory

Research

(Optional)

ad