Title: What Did We Learn In Lecture 01?
1Lecture 02
2What Did We Learn In Lecture 01?
- What Is Research?
- What Is Business Research?
- What Isnt Research?
- Characteristics Of Research
- Kinds Of Research
- Basic Or Pure Research
- Applied Research
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4Exploratory Research
5- Exploratory research is most commonly
unstructured, informal research that is
undertaken to gain background information about
the general nature of the research problem. - Exploratory research is usually conducted when
the researcher does not know much about the
problem and needs additional information or
desires new or more recent information.
6Continued.
- Initial research conducted to clarify and define
the nature of a problem - Does not provide conclusive evidence
- Subsequent research expected
7Why Conduct Exploratory Research
- Diagnose a situation
- Screening of alternatives
- Discover new ideas
8Uses of Exploratory Research
- Formulate a problem or define a problem more
precisely - Identify alternative courses of action
- Develop hypotheses
- Isolate key variables and relationships for
further examination - Gain insights for developing an approach to the
problem - Establish priorities for further research
9Methods For Exploratory Research
- A variety of methods are available to conduct
exploratory research - Secondary Data Analysis
- Experience Surveys
- Case Analysis
- Focus Groups
- Projective Techniques
10Descriptive Research
11- Descriptive research is undertaken to provide
answers to questions of who, what, where, when,
and how but not why. - Describes characteristics of a population or
phenomenon - Some understanding of the nature of the problem
- Two basic classifications
- Cross-sectional studies
- Longitudinal studies
12Cross-sectional Studies
- Cross-sectional studies measure units from a
sample of the population at only one point in
time. - Sample surveys are cross-sectional studies whose
samples are drawn in such a way as to be
representative of a specific population. - On-line survey research is being used to collect
data for cross-sectional surveys at a faster rate
of speed.
13Longitudinal Studies
- Longitudinal studies repeatedly draw sample units
of a population over time. - One method is to draw different units from the
same sampling frame. - A second method is to use a panel where the
same people are asked to respond periodically. - On-line survey research firms recruit panel
members to respond to online queries.
14Use of Descriptive Research
- To describe the characteristics of relevant
groups, such as consumers, salespeople,
organizations, or market areas. - To estimate the percentage of units in a
specified population exhibiting a certain
behavior. - To determine the perceptions of product
characteristics. - To determine the degree to which marketing
variables are associated. - To make specific predictions
15Summarizing
16Exploratory Research Designed to generate basic
knowledge, clarify relevant issues uncover
variables associated with a problem, uncover
information needs, and/or define alternatives for
addressing research 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.
17Exploratory Descriptive
Objective Discovery of ideas and insights Describe characteristics or functions marked by the prior formulation of specific hypotheses
Characteristics Flexible, versatile Often the front end of total research design Preplanned and structured design
Methods Expert surveys Pilot surveys Secondary data Qualitative research Secondary data Surveys Panels Observation and other data
18Correlational Research
19- Definition
- Whether and to what degree variables are related
- Purpose
- Determine relationships
- Make predictions
- Limitation
- Cannot indicate cause and effect
20- Correlational research are studies that are often
conducted to test the reliability and predictive
validity of instruments used for division making
concerning selection of individuals for the
likely success in a course of study or a specific
job. - Some authors consider this research as a type of
descriptive research, since it describes the
current conditions in a situation. However, the
difference lies in the nature of conditions
studies. - A correlational study describes in quantitative
terms the degree to which the variables are
related.
21Why the Correlational Research?
- Determine the strength of the relationship
between two or more variables. - Determine the direction of the relationship.
- Positive.
- Negative.
22Purpose of Correlational Research
- Correlational studies are carried out to explain
important human behavior or to predict likely
outcomes (identify relationships among
variables). - If a relationship of sufficient magnitude exists
between two variables, it becomes possible to
predict a score on either variable if a score on
the other variable is known (Prediction Studies). - The variable that is used to make the prediction
is called the predictor variable.
23Continued.
- The variable about which the prediction is made
is called the criterion variable. - Both scatter plots and regression lines are used
in correlational studies to predict a score on a
criterion variable
24Correlation Coefficient
- Ranges from 1.00 to 1.00
- The number indicates the strength of the
relationship. - The sign indicates whether the relationship is
positive or negative. - Does NOT indicate causality.
25Examples
- What is the relationship between T.V. violence
and aggressive behavior ? - This study is to determine the predictive ability
of high school grade point average (GPA) to
forecast first to fourth year College GPA.
26Summary
- Correlational research is also known as
associational research. - Relationships among two or more variables are
studied without any attempt to influence them. - Investigates the possibility of relationships
between two variables. - There is no manipulation of variables in
correlational research.
27Explanatory Research
28- A research in which the principal objective is
to know and understand the trait and mechanisms
of the relationship and association between the
independent and dependent variable.
29Purpose of Explanatory Research
- Explain things not just reporting. Why? Elaborate
and enrich a theory's explanation. - Determine which of several explanations is best.
- Determine the accuracy of the theory test a
theory's predictions or principle. - Advance knowledge about underlying process.
30Continued.
- Build and elaborate a theory elaborate and
enrich a theory's predictions or principle. - Extend a theory or principle to new areas, new
issues, and new topics - Provide evidence to support or refute an
explanation or prediction. - Test a theory's predictions or principles.
31Lets Put It Together
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