Research Methods ????

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Research Methods????
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• What is research?
• Why research?
• Why learning research methods?

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What is research?

• Careful investigation, especially, of a scholarly
  or scientific nature
• The process of thoroughly studying and analysing
  the situational factors surrounding a problem in
  order to seek out solutions to it
  (????????????????,??????????)
• Re-search (search again!)

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Why Research?

• To make more accurate (??) decisions
• To reduce personal bias when making decisions

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INFORMATIONREDUCESUNCERTAINTY
?????? ??? Child-care Service?
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The ultimate goal of Research

• Explanation understanding
• Answer questions
• Solve problems

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How problems are solved through research?

• ????Information gathering
• ???? secondary data
• ???? preliminary data
• Data ????????
• ???? Information analysis

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Why learning Research?

• Manager???????????,???????
• When buying research service, you need to judge
  the quality of the research

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Types of research

• ?????
• Basic R. vs. Applied R.
• ?????
• Nature Science R vs. Social Science R
• ?????
• Report, Description, Explanation, Prediction,
  Control

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Basic vs. Applied

• Basic research ????
• ????
• TO EXPAND THE LIMITS OF HUMAN KNOWLEDGE
• ????????????(Not directly involved in the
  solution to a problem)
• Example
• ???????????????EQ???
• Location ?????????????

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Basic vs. Applied

• Applied research ????
• ??????????????????????
• ????????? (real-life problem)
• ???????????
• Answers relate to ACTIONS or POLICY
• Example
• ????McVeggie ??????????

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Basic vs. Applied

• ? problem solving
• ? applied research is more directed to making
  managerial decisions(????)

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Nature vs. Social

• Nature
• Longer history
• More support
• variables are more easy to measure
• More rigorous procedures (???????,???????)

• Social
• Shorter history
• Private sponsor
• Variables are very abstract (??) hard to
  measure
• Research subjects (human) are harder to control

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The Purpose of Research

• ??
• ?????Reporting study
• ??
• ?????Descriptive study
• ??
• ????? Explanatory study
• ??
• ????? Predictive study

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Report ??

• ????????
• ??????(i.e., ???? or ????),?????
• ????,???????
• Example
• ????

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?????

• Descriptive study
• ????????(??)???????
• ????????????
• Answer questions WHO, WHAT, WHEN, WHERE, HOW
  (sometimes)
• Dont answer WHY!
• ?????????
• Example
• ??????
• ??????
• ???????
• ??????

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Explanation ?????

• Answer WHY HOW
• ?????????,?????????
• ?? v.s. ??
• ?? v.s. ??
• ????? VS. ????
• ?????????(???/???)???
• ??????

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Prediction ?????

• ?????? (cause effect)
• ???????,????????????

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Control ??

• ???????
• ????????,?????????????
• Hard to achieve in social science

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????

• ?????????????,???????,????????,??????,????????????
  ????(p.10)

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Business Research
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Business Research

• ??????????????,?????????,?????? (???)
• The systematic and objective process of
  gathering, recording, and analyzing information
  to make business decisions (Zikmund).

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• Business research ?????????
• Identifying SWOT
• ??,??,?????????
• ??????
• ?????????????????????

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• Business research must be objective(??)
• ??business research ???????????????????????????

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When do we need to do business research?

• Factors to consider
• Time constraints????
• Availability of data ??????
• Nature of the decision?????
• Benefits vs. costs?????

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Do we have enough time?
????
No
Dont Do Business Research!
Yes
Availability of Data
?????data???answering question?
Yes
No
Is the business decision important?
Nature of the decision
No
Yes
No
Benefits vs. Costs
Is it worthy?
Yes
Do Business Research
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Vale ????Cost ????research!
Costs
Value

• ??????
• ????Delay
• ???????
• ???????

• ??????
• ??????
• Improved ??????
• ? Higher Profits

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Major topics for business research

• General Business, Economic, and Corporate
  Research
• Location ??
• ????
• ????
• ????
• ?????
• Financial and Accounting Research
• ????
• ??????
• Management and Organizational Behavior Research
• Leadership style
• ??????
• ???????
• Sales and Marketing Research
• Market-share analysis
• ???????