Business Research Methods William G. Zikmund

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Business Research MethodsWilliam G. Zikmund

• Chapter 4
• The Business Research Process

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Information

• Reduces uncertainty
• Helps focus decision making

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Types Of Research

• Exploratory
• Initial research conducted to clarify and define
  the nature of a problem
• Does not provide conclusive evidence
• Subsequent research expected
• Descriptive
• Describes characteristics of a population or
  phenomenon
• Some understanding of the nature of the problem
• Causal
• Conducted to identify cause and effect
  relationships

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Uncertainty Influences The Type Of Research
CAUSAL OR DESCRIPTIVE
EXPLORATORY
COMPLETELY CERTAIN
ABSOLUTE AMBIGUITY
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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 dont know why. our product? Who
buys our our products in a new package? competi
tors 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
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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
• Trying 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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Identifying Causality

• Can NEVER prove causality.
• Evidence of causality
• 1. The appropriate causal order of events
• 2. Concomitant variation--two phenomena vary
  together
• An absence of alternative plausible explanations
• Often Use Experiments in Causal Research

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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
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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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Selection of Sample Design
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
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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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The formulation of the problem is often more
essential than its solution

• Albert Einstein

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Problem Discovery And Definition

• First and probably most important step
• Too often neglected leading to costly errors
• Provides direction for the project
• Problem, opportunity, or monitor operations
• Discovery before definition
• Must not mistake symptoms for problem

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Exploratory Research Techniques Three Examples

• Secondary data (historical data)
• Previously collected for another purpose
• Literature survey
• Databases (e.g., www.census.gov)
• Pilot study
• A number of diverse techniques
• Focus Groups
• 6 to 10 people in group dynamics session

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State the research questions and research
objectives

• Hypothesis
• A statement
• that can be refuted
• by empirical data

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Research Design

• Master plan
• Specifies methods and procedures
• Framework for action

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Basic Research Methods

• Surveys
• Interview
• Questionnaire
• Experiments control conditions so that one or
  more variables can be manipulated to test a
  hypothesis
• Field
• Laboratory
• Secondary data
• Observation

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Selecting a Sample
Sample subset of a larger population.
SAMPLE
POPULATION
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Sampling

• Who is to be sampled?
• How large a sample?
• How will sample units be selected?
• Probability Samples every member of the
  population has a known, nonzero probability of
  being selected
• Nonprobability Samples

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Data Gathering Stage

• Focus on error minimization
• Pretesting

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Data Processing and Analysis

• Editing
• Checking the data collection
• forms for omissions, legibility
• and consistency
• Coding
• Rules for interpreting,
• categorizing and recording
• the data

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Conclusions And Report Writing

• Effective communication of the research findings
• Usually includes making recommendations
• What does this mean to management?

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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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Research Program vs. Research Project

• Research program firms overall strategy for
  utilizing business research. Places each
  research project into companys strategic plan.

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Assignment for Chapter 7 Exploratory Research
and Qualitative Analysis

• Using the Ingram Library Databases, Pull and
  Read the Article, A Typology of Consumer
  Responses to Cause-Related Marketing From
  Skeptics to Socially Concerned, by Deborah J.
  Webb and Lois A. Mohr in the Journal of Public
  Policy and Marketing, Fall 1998, Volume 17, Issue
  2.