4. Uncertainty Influences
The Type Of Research
CAUSAL OR COMPLETELY ABSOLUTE EXPLORATORY
DESCRIPTIVE CERTAIN AMBIGUITY
5. Degree of Problem Definition
Exploratory Research Descriptive Research Causal Research
(Unaware of Problem) (Aware of Problem) (Problem Clearly Defined)
³Our sales are declining and ³What kind of people are buying ³Will buyers purchase more of
we don¶t know why.´ our product? Who buys our our products in a new package?
competitor¶s product?´
³Would people be interested ³Which of two advertising
in our new product idea?´ ³What features do buyers prefer campaigns is more effective?´
in our product?´
7. Exploratory Research
‡ Initial research conducted to clarify and
define the nature of a problem
‡ Does not provide conclusive evidence
‡ Subsequent research expected
9. I keep six honest serving men, (they
taught me all I knew), their names are
what, and why, and when, and how,
and where and who.µ
--Rudyard Kipling
9
10. 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
11. Descriptive Research Example
‡ Men¶s fragrance market
‡ 1/3 size of women¶s fragrance market
‡ But growing at a faster pace
‡ Women buy 80 % of men¶s fragrances
13. Identifying Causality
‡ A causal relationship is impossible to prove.
‡ Evidence of causality:
± 1. The appropriate causal order of events
± 2. Concomitant variation--two phenomena
vary together
± 3. An absence of alternative plausible
explanations
14. Stages of the Research Process
Problem Discovery Discovery and
and Definition Definition
Research and so on
Design Conclusions and
Report
Sampling
Data Processing
and Analysis
Data
Gathering
15. Research Stages
‡ Cyclical process - conclusions generate new
ideas
‡ Stages can overlap chronologically
‡ Stages are functionally interrelated
± Forward linkages
± Backward linkages
16. Problem Discovery Problem Selection of
and Definition discovery exploratory research
technique
Sampling
Selection of
exploratory research
technique Probability No probability
Secondary
Experience Pilot Case Collection of
(historical) Data
survey study study data
data Gathering
(fieldwork)
Data Editing and
Problem definition Processing
coding
(statement of and
Analysis data
research objectives)
Data
Selection of processing
Research Design basic research
method Conclusions
Interpretation
and Report
of
findings
Experiment Survey
Secondary
Laboratory Field Interview Questionnaire Observation
Data Study
Report
17. Problem Discovery And
Definition
‡ First step
‡ Problem, opportunity, or monitor operations
‡ Discovery before definition
‡ Problem means management problem
18. Defining Problem Results in
Clear Cut Research Objectives
Symptom Detection
Analysis of
the Situation
Exploratory
Research
(Optional)
Problem Definition
Statement of
Research Objectives
19. ³The formulation of the problem
is often more essential than its
solution´
Albert Einstein
22. If you do not know where you are going,
any road will take you there.
23. Experience Case
Secondary Pilot Study
Survey
(historical)
historical) Study
Data
Exploratory
Research
24. Exploratory Research Techniques
Two Examples
‡ Secondary data (historical data)
± Previously collected
± Census of population
± Literature survey
‡ Pilot study
± A number of diverse techniques
32. Conclusions and Report
‡ Report must contain executive summary,
introduction, review of past research,
methodology, results, conclusions, and
recommendations.
‡ Report must contain enough information for
the study to be replicated
