4-1

Business Research Process 2

1

4-2

Exploratory Phase Search Strategy

Search Strategy

Discovery/ AnalysisSecondary Sources

Individual Depth Interviews

Expert Interview

GroupDiscussions

4-3

Integration of Secondary Data into the Research Process

4-4

Objectives of Secondary Searches

• Expand understanding of management dilemma

• Gather background information• Identify information to gather• Identify sources for and actual

questions• Identify sources for and actual

sample frames

4-5

Conducting a Literature Search

Define management dilemmaDefine management dilemma

Consult books for relevant termsConsult books for relevant terms

Use terms to searchUse terms to search

Locate/review secondary sourcesLocate/review secondary sources

Evaluate value of each source and contentEvaluate value of each source and content

4-6

Whiteboard technology makes an easier discussion of symptoms relevant to the management-research question hierarchy

4-7

Levels of Information

Primary Sources:MemosLetters

InterviewsSpeeches

LawsInternal records

Secondary Sources:

EncyclopediasTextbooksHandbooksMagazines

NewspapersNewscasts

Tertiary Sources:Indexes

BibliographiesInternet

search engines

4-8

Integrating Secondary Data

4-9

Types of Information Sources

Encyclopedias

DirectoriesDirectories

HandbooksHandbooks

TypesTypes

Indexes/Bibliographies

DictionariesDictionaries

4-10

Evaluating Information Sources

Authority

Format

Audience

EvaluationFactors

EvaluationFactors

Purpose

Scope

4-11

The Evolution of Data MiningEvolutionary Step Investigative Question Enabling Technologies Characteristics

Data collection (1960s)

“What was my average total revenue

over the last five years?”

Computers, tapes, disks

Retrospective, static data delivery

Data access (1980s) “What were unit sales in California last

December?”

Relational databases (RDBMS), structured

query language (SQL), ODBC

Retrospective, dynamic data delivery

at record level

Data navigation (1990s)

“What were unit sales in California last December? Drill

down to Sacramento.”

Online analytic processing (OLAP),

multidimensional databases, data

warehouses

Retrospective, dynamic data delivery

at multiple levels

Data mining (2000) “What’s likely to happen to

Sacramento unit sales next month?

Why?”

Advanced algorithms, multiprocessor

computers, massive databases

Prospective, proactive information

delivery

4-12

Data-Mining Process

4-13

Business Research Process

4-14

Stage 1: Clarifying the Research Question

Management-research question hierarchy begins by identifying the management

dilemma

4-15

Management-Research Question Hierarchy

4-16

SalePro’s Hierarchy

4-17

Formulating the Research Question

4-18

Types of Management Questions

4-19

The Research Question

Examine variables

Examine variables

Break questions

down

Break questions

down

Fine-TuningFine-Tuning

Evaluate hypotheses

Evaluate hypotheses

Determine necessary evidence

Determine necessary evidence

Set scope of

study

Set scope of

study

4-20

Investigative Questions

Performance ConsiderationsPerformance Considerations

Attitudinal IssuesAttitudinal Issues

Behavioral IssuesBehavioral Issues

4-21

Gantt Chart MindWriter Project Plan

4-22

What Is Research Design?

BlueprintBlueprint

PlanPlan

GuideGuide

FrameworkFramework

4-23

Design in the Research Process

4-24

What Tools Are Used in Designing Research?

4-25

What Tools Are Used in Designing Research?

MindWriter Project Plan in Gantt chart

format

4-26

Research Design Descriptors

Experimental Effects

Perceptual AwarenessPerceptual Awareness

Research EnvironmentResearch

Environment

DescriptorsDescriptors

Question Crystallization Data Collection

MethodData Collection

Method

Time Dimension

Time Dimension

Topical Scope

Purpose of Study

4-27

Degree of Question Crystallization

Exploratory Study Loose structure Expand understanding

Provide insight Develop hypotheses

Formal Study Precise procedures Begins with hypotheses

Answers research questions

4-28

Approaches for Exploratory Investigations

Participant observation Film, photographs Projective techniques Psychological testing Case studies Ethnography Expert interviews Document analysis Proxemics and Kinesics

4-29

Desired Outcomes of Exploratory Studies

Established range and scope of possible management decisions

Established range and scope of possible management decisions

Established major dimensions of research task

Established major dimensions of research task

Defined a set of subsidiary questions that can guide research design

Defined a set of subsidiary questions that can guide research design

4-30

Desired Outcomes of Exploratory Studies (cont.)

Develop hypotheses about possible causes of management dilemma

Develop hypotheses about possible causes of management dilemma

Learn which hypotheses can be safely ignored

Learn which hypotheses can be safely ignored

Conclude additional research is not needed or not feasible

Conclude additional research is not needed or not feasible

4-31

Commonly Used Exploratory Techniques

Secondary Data AnalysisSecondary

Data Analysis

Focus GroupsFocus

Groups

Experience Surveys

Experience Surveys

4-32

Face-to-face interaction—one of the best ways to learn from participants.

4-33

Experience Surveys

What is being done?What has been tried in the past with

or without success?How have things changed?Who is involved in the decisions?What problem areas can be seen?Whom can we count on to assist or

participate in the research?

4-34

Focus Groups

Group discussion

6-10 participants

Moderator-led 90 minutes-2

hours