business research methods william g. zikmund chapter 6: problem definition and the research proposal
TRANSCRIPT
Business Research Methods
William G. Zikmund
Chapter 6:
Problem Definition and the
Research Proposal
A Sea Horse’s Tale
Problemdiscovery
Problem definition(statement of
research objectives)
Secondary(historical)
data
Experiencesurvey
Pilotstudy
Casestudy
Selection ofexploratory research
technique
Selection ofbasic research
method
Experiment SurveyObservation Secondary
Data StudyLaboratory Field Interview Questionnaire
Selection ofexploratory research
techniqueSampling
Probability Nonprobability
Collection ofdata
(fieldwork)
Editing andcodingdata
Dataprocessing
Interpretationof
findings
Report
DataGathering
DataProcessingandAnalysis
Conclusionsand Report
Research Design
Problem Discoveryand Definition
COMPLETELYCERTAIN
ABSOLUTEAMBIGUITY
CAUSAL ORDESCRIPTIVE
EXPLORATORY
Uncertainty Influences the Type of Research
Problem Discovery and Definition
• First step
• Problem, opportunity, or monitor operations
• Discovery before definition
• Problem means management problem
“The formulation of the problem is often more essential than its
solution.”
Albert Einstein
Problem Definition
• The indication of a specific business decision area that will be clarified by answering some research questions.
Statement of Research Objectives
Problem Definition
Defining Problem Results inClear Cut Research Objectives
ExploratoryResearch(Optional)
Analysis of the Situation
Symptom Detection
The Process ofProblem Definition
Ascertain the decision maker’s objectives
Understand background of the problem
Isolate/identify the problem, not the symptoms
Determine unit of analysis
Determine relevant variables
State research questions and objectives
10
Ascertain the Decision Maker’s Objectives
• Decision makers’ objectives
• Managerial goals expressed in measurable terms.
The Iceberg Principle
• The principle indicating that the dangerous part of many business problems is neither visible to nor understood by managers.
12
Understand the Background of the Problem
• Exercising judgment
• Situation analysis - The informal gathering of background information to familiarize researchers or managers with the decision area.
13
Isolate and Identify the Problems, Not the Symptoms
• Symptoms can be confusing
Symptoms Can Be Confusing
Twenty-year-old neighborhood swimming association:
• Membership has been declining for years.
• New water park -residents prefer the expensive water park????
• Demographic changes: Children have grown up
Problem DefinitionOrganization Symptoms Based on Symptom True Problem
Twenty-year-old neighborhood swimming association in a major city.
Membership has been declining for years. New water park with wave pool and water slides moved into town a few years ago.
Neighborhood residents prefer the expensive water park and have negative image of swimming pool.
Demographic changes: Children in this 20-year-old neighborhood have grown up. Older residents no longer swim anywhere.
TOTIEMULESTO
What Language Is Written on This Stone Found by
Archaeologists?
TOTIEMULESTO
The Language Is English: To Tie Mules To
18
Determine the Unit of Analysis
• Individuals, households, organizations, etc.
• In many studies, the family rather than the individual is the appropriate unit of analysis.
19
Determine the Relevant Variable
• Anything that may assume different numerical values
Types of Variables
• Categorical
• Continuous
• Dependent
• Independent
Hypothesis
• An unproven proposition
• A possible solution to a problem
• Guess
22
State the research questions and research objectives
If you do not know where you are going,any road will take you there.
Statement of business
problem
Exploratory research (optional)
Statement of business
problem
Broad research
objectives
Specific Objective 1
Specific Objective 2
Specific Objective 3
Research Design
Results
The Process ofProblem Definition
Ascertain the decision maker’s objectives
Understand background of the problem
Isolate/identify the problem, not the symptoms
Determine unit of analysis
Determine relevant variables
State research questions and objectives
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
Basic Questions - Problem Definition
• What is the purpose of the study?• How much is already known?• Is additional background information necessary?• What is to be measured? How?• Can the data be made available?• Should research be conducted?• Can a hypothesis be formulated?
Basic Questions - Basic Research Design
• What types of questions need to be answered?
• Are descriptive or causal findings required?
• What is the source of the data?
Basic Questions - Basic Research Design
• Can objective answers be obtained by asking people?
• How quickly is the information needed?
• How should survey questions be worded?
• How should experimental manipulations be made?
Basic Questions - Selection of Sample
• Who or what is the source of the data?
• Can the target population be identified?
• Is a sample necessary?
• How accurate must the sample be?
• Is a probability sample necessary?
• Is a national sample necessary?
• How large a sample is necessary?
• How will the sample be selected?
Basic Questions - Data Gathering
• Who will gather the data?
• How long will data gathering take?
• How much supervision is needed?
• What operational procedures need to be followed?
Basic Questions - Data Analysis
• Will standardized editing and coding procedures be used?
• How will the data be categorized?
• What statistical software will be used?
• What is the nature of the data?
• What questions need to be answered?
• How many variables are to be investigated simultaneously?
• Performance criteria for evaluation?
Basic Questions - Type of Report
• Who will read the report?
• Are managerial recommendations requested?
• How many presentations are required?
• What will be the format of the written report?
Basic Questions - Overall Evaluation
• How much will the study cost?
• Is the time frame acceptable?
• Is outside help needed?
• Will this research design attain the stated research objectives?
• When should the research be scheduled to begin?
Anticipating Outcomes
• Dummy tables
• Representations of the actual tables that will be in the findings section of the final report; used to gain a better understanding of what the actual outcomes of the research will be.