Research process, problem definition

1. The Research ProcessThe Research ProcessThe Research ProcessThe Research Process
MBA2216 BUSINESS RESEARCH PROJECTMBA2216 BUSINESS RESEARCH PROJECT
by
Stephen Ong
Visiting Fellow, Birmingham City
University, UK

2. Topics of DiscussionTopics of Discussion
1.1. Types of ResearchTypes of Research
2.2. The Research ProcessThe Research Process
3.3. Research ProblemResearch Problem
DefinitionDefinition

3. 4–3
LEARNING OUTCOMESLEARNING OUTCOMESLEARNING OUTCOMESLEARNING OUTCOMES
1.1. Classify business research as either exploratoryClassify business research as either exploratory
research, descriptive research, or causal researchresearch, descriptive research, or causal research
2.2. List the major phases of the research process and theList the major phases of the research process and the
steps within eachsteps within each
3.3. Explain why proper “problem definition” is essential toExplain why proper “problem definition” is essential to
useful business researchuseful business research
4.4. Know how to recognize problemsKnow how to recognize problems
5.5. Translate managerial decision statements into relevantTranslate managerial decision statements into relevant
research objectivesresearch objectives
6.6. Translate research objectives into research questionsTranslate research objectives into research questions
and/or research hypothesesand/or research hypotheses
After this lecture, you should

4. TYPES OF RESEARCHTYPES OF RESEARCH
11
1 - 4

5. 4–5
Types of Business ResearchTypes of Business Research
 Business research can be classified on the
basis of technique (e.g. experiments, surveys,
or observation studies) or purpose.
 Classifying research on the basis of its
purpose, it can be broken into three categories:
1. exploratory,
2. descriptive, and
3. causal.

6. 4–6
Exploratory ResearchExploratory Research
 It is conducted to clarify ambiguous situationsIt is conducted to clarify ambiguous situations
or discover ideas that may be potentialor discover ideas that may be potential
business opportunities.business opportunities.
 It is not intended to provide conclusiveIt is not intended to provide conclusive
evidence from which to determine a particularevidence from which to determine a particular
course of action.course of action.
 It is not an end unto itself – usually it isIt is not an end unto itself – usually it is
conducted with the expectation that moreconducted with the expectation that more
research will be needed to provide moreresearch will be needed to provide more
conclusive evidence.conclusive evidence.
 It is particularly useful inIt is particularly useful in new productnew product
development.development.

7. 4–7
Descriptive ResearchDescriptive Research
 It describes characteristics of objects, people,
groups, organizations or environments.
 It addresses who, what, when, where, and how
questions.
 It often helps describe market segments.
 It is conducted with a considerable
understanding of the situation being studied.
 Diagnostic analysis
 Seeks to diagnose reasons for market
outcomes and focuses specifically on
the beliefs and feelings consumers have
about and toward competing products.

8. 4–8
Descriptive Research …Descriptive Research …
 Examples
 The average Weight Watchers’ customer
 Is a female about 40 years old
 Has a household income of about $50,000
 Has at least some college education
 Is trying to juggle children and a job
 Characteristics of leaders
 Empathetic
 Resourceful
 Ability to delegate

9. 4–9
Causal ResearchCausal Research
 It allows causal inferences to be made.
 It seeks to identify cause-and-effect
relationships.
 When something causes an effect, it
means it brings it about or makes it
happen; the effect is the outcome.
 It usually follows exploratory and
descriptive research and, therefore, the
researchers are quite knowledgeable
about the subject.

10. Causal Research …Causal Research …
 Causal research attempts to establish that when
we do one thing, another thing will follow – a
causal inference is just such a conclusion.
 A causal inference can only be supported when
very specific causal evidence exists, and the
three critical pieces of causal evidence are:
 Temporal Sequence – deals with the time
order of events; having an appropriate
causal order of events means the cause
must occur before the effect.
 i.e. the cause must occur before the effect.i.e. the cause must occur before the effect.
 E.g. chef changed, sales dropped after that change.E.g. chef changed, sales dropped after that change.
4–10

11.  Concomitant Variation – occurs when two
events “co-vary,” meaning they vary
systematically and a when a change in the
cause occurs, a change in the outcome
also is observed.
 Changes in income level will lead to changes in
the spending.
 Non-spurious Association – any
covariation between a cause and an effect
is true and not simply due to some other
variable.
 E.g. introduction of compulsory attendance in
lecture leads to improved attendance in
lecture.
4–11
Causal Research …Causal Research …

12. The Spurious Effect of Ice CreamThe Spurious Effect of Ice Cream

13. 4–13
Causal Research - Degrees ofCausal Research - Degrees of
CausalityCausality Absolute Causality
 The cause is necessary and sufficient to
bring about the effect.
 E.g. rain - wet floor
 Conditional Causality
 A cause is necessary but not sufficient to
bring about an effect.
 Rain – wet floor – broken leg
 Contributory Causality
 A cause need be neither necessary nor
sufficient to bring about an effect.
 Weakest form of causality.
 Rain – wet floor – quarrel between couples

14. 4–14
Causal Research - ExperimentsCausal Research - Experiments
 Experiment
 A carefully controlled study in which the
researcher manipulates a proposed cause and
observes any corresponding change in the
proposed effect.
 Experimental variable
 Represents the proposed cause and is
controlled by the researcher by manipulating it.
 Manipulation
 The researcher alters the level of the variable in
specific increments.
 Test-market
 An experiment that is conducted within actual
market conditions.

15. © 2010 South-Western/Cengage
Learning. All rights reserved. May not
be scanned, copied or duplicated, or
posted to a publically accessible
website, in whole or in part.
4–15
Testing for Causes with an ExperimentTesting for Causes with an Experiment

16. 16
COMPLETELY
CERTAIN
ABSOLUTE
AMBIGUITY
CAUSAL OR
DESCRIPTIVE
EXPLORATORY
Uncertainty Influences
The Type Of Research

17. 17
Exploratory ResearchExploratory Research Descriptive ResearchDescriptive Research Causal ResearchCausal Research
(Unaware of Problem)(Unaware of Problem) (Aware of Problem)(Aware of Problem) (Problem Clearly Defined)(Problem Clearly Defined)
““Our sales are declining andOur sales are declining and “What kind of“What kind of peoplepeople are buying“ Will buyers purchase more of ourare buying“ Will buyers purchase more of our
we don’t know whywe don’t know why.”.” our product?our product? products in a new package?products in a new package?
WhoWho buys our competitor’sbuys our competitor’s
product?”product?”
““Would people be interestedWould people be interested “Which of two advertising“Which of two advertising
in our new product idea?”in our new product idea?” “What“What featuresfeatures do buyers preferdo buyers prefer campaigns is more effective?”campaigns is more effective?”
in our product?”in our product?”
possiblesituation
Degree of Problem DefinitionDegree of Problem Definition

18. 4–18
Characteristics of Different Types of Business ResearchCharacteristics of Different Types of Business Research
Uncertainty Influences the Type of Research ConductedUncertainty Influences the Type of Research Conducted

19. THE RESEARCH PROCESSTHE RESEARCH PROCESS
22
1 - 19

20. 4–20
Stages in the Research ProcessStages in the Research Process
 Process stages:
1. Defining the research objectives
2. Planning a research design
3. Planning a sample
4. Collecting the data
5. Analyzing the data
6. Formulating the conclusions and preparing
the report
 Forward linkage—earlier stages influence later stages.
 Backward linkage—later stages influence earlier stages.

21. 4–21
Stages of the Research ProcessStages of the Research Process

22. EXHIBIT 4.EXHIBIT 4.66
FlowchartFlowchart
of theof the
BusinessBusiness
ResearchResearch
ProcessProcess
Note: Diamond-shaped boxes indicate stages in the research process in which a choice of one or more techniques
must be made. The dotted line indicates an alternative path that skips exploratory research.

23. 4–23
Stages in the Research ProcessStages in the Research Process
1. Defining the Research Objectives1. Defining the Research Objectives
 It is the beginning of the research process.
 Research objectives are the goals to be achieved by
conducting research.
 In consulting, the term deliverables is often used to
describe the objectives to a research client.
 In applied business research, the objectives cannot be
listed until there is an understanding of the decision
situation, which must be shared between the actual
decision maker and the lead researcher.
 This understanding is often described as a problem
statement.
 A research proposal is a document in which the problem
is stated.
 This is a process of discovery rather than confirmation.

24. Stages in the Research ProcessStages in the Research Process
1. Defining the Research Objectives1. Defining the Research Objectives
Defining the research problem
An orderly definition of the research problem
lends a sense of direction to the investigation.
Properly defining a problem can be more
difficult than solving it.
Defining the decision situation must precede
the research objectives.
Best place to begin a research project is at the
end; that is, knowing what is to be
accomplished determines the research process.
4–24

25. Stages in the Research ProcessStages in the Research Process
1. Defining the Research Objectives1. Defining the Research Objectives
Exploratory ResearchExploratory Research
Exploratory Research can be used to help identify theExploratory Research can be used to help identify the
decisions that need to be made.decisions that need to be made.
Once done, the researcher should know exactly whichOnce done, the researcher should know exactly which
data to collect during formal phases of the project anddata to collect during formal phases of the project and
how to conduct the project.how to conduct the project.
Researchers can employ techniques from four basicResearchers can employ techniques from four basic
categories to obtain insights and gain a clearer idea ofcategories to obtain insights and gain a clearer idea of
the problem:the problem:
 previous research,previous research,
 pilot studies,pilot studies,
 case studies, andcase studies, and
 experience surveysexperience surveys
4–25

26. 4–26
Example : Exploratory ResearchExample : Exploratory Research
TechniquesTechniques
 Previous ResearchPrevious Research
 Literature reviewLiterature review
A directed search of publishedA directed search of published
works, including periodicals andworks, including periodicals and
books, that discusses theory andbooks, that discusses theory and
presents empirical results thatpresents empirical results that
are relevant to the topic at hand.are relevant to the topic at hand.
 Pilot StudiesPilot Studies

27. 4–27
Example : Exploratory ResearchExample : Exploratory Research
TechniquesTechniques
 A small-scale research project that collects dataA small-scale research project that collects data
from respondents similar to those to be used infrom respondents similar to those to be used in
the full study.the full study.
 PretestPretest
 A small-scale study in which the results areA small-scale study in which the results are
only preliminary and intended only to assistonly preliminary and intended only to assist
in design of a subsequent study.in design of a subsequent study.
 Focus GroupFocus Group
 A small group discussion about someA small group discussion about some
research topic led by a moderator whoresearch topic led by a moderator who
guides discussion among the participants.guides discussion among the participants.

28. Stages in the Research ProcessStages in the Research Process
1. Defining the Research Objectives1. Defining the Research Objectives
 Stating Research ObjectivesStating Research Objectives
 After identifying and clarifying the problem,After identifying and clarifying the problem,
the researcher must formally state thethe researcher must formally state the
research objectives.research objectives.
 This statement delineates the type ofThis statement delineates the type of
research that is needed and whatresearch that is needed and what
intelligence may result that would allow theintelligence may result that would allow the
decision maker to make informed choices.decision maker to make informed choices.
 Represents a contract of sorts that commitsRepresents a contract of sorts that commits
the researcher to producing the neededthe researcher to producing the needed
research.research.
4–28

29. ExampleExample
Research ideaResearch idea ResearchResearch
QuestionsQuestions
ResearchResearch
ObjectivesObjectives
Using teamUsing team
briefing inbriefing in
orientationorientation
programprogram
1. Why have1. Why have
organisationsorganisations
introduced teamintroduced team
briefing?briefing?
1. To identify1. To identify
organisations’organisations’
objectives forobjectives for
team briefing.team briefing.
2. Has team2. Has team
briefing beenbriefing been
effective?effective?
2. To describe2. To describe
the extent tothe extent to
which thewhich the
effectivenesseffectiveness
criteria for teamcriteria for team
briefing beingbriefing being
met.met.
1–29

30. Stages in the Research ProcessStages in the Research Process
1. Defining the Research Objectives1. Defining the Research Objectives
 Linking Decision Statements,Linking Decision Statements,
Objectives, and HypothesesObjectives, and Hypotheses
Hypotheses should beHypotheses should be
logically derived from andlogically derived from and
linked to the researchlinked to the research
objectives.objectives.

31. 4–31
Example : Decision/Problem Statements,Example : Decision/Problem Statements,
Research Objectives andResearch Objectives and
Research HypothesesResearch Hypotheses

32. 4–32
Stages in the Research ProcessStages in the Research Process
2. Planning the Research2. Planning the Research DesignDesign
 Research DesignResearch Design
 A master plan that specifies the methodsA master plan that specifies the methods
and procedures for collecting andand procedures for collecting and
analyzing the needed information.analyzing the needed information.
 Basic design techniques for descriptiveBasic design techniques for descriptive
and causal research:and causal research:
 SurveysSurveys
 ExperimentsExperiments
 Secondary dataSecondary data
 ObservationObservation

33. Stages in the Research ProcessStages in the Research Process
2. Planning the Research Design2. Planning the Research Design
 Determination of which method should
be chosen depends on:
objectives of the study
available data sources
urgency of the decision
cost of obtaining data
 Most common method is the survey.
4–33

34. 4–34
Selection of the Basic ResearchSelection of the Basic Research
MethodMethod
 SurveySurvey
 A research technique in which aA research technique in which a
sample is interviewed in some formsample is interviewed in some form
or the behavior of respondents isor the behavior of respondents is
observed and described.observed and described.
 TelephoneTelephone
 MailMail
 InternetInternet
 In personIn person

35. Selection of the Basic Research MethodSelection of the Basic Research Method
 Observations
 It can be mechanically recorded or observed by
humans.
 One advantage of the observation technique is that
it records behaviour without relying on reports from
respondents.
 Several things of interest (i.e., attitudes, opinions,
motivations) cannot be observed.
 The “Best” Research Design
 There is no single best research design.
 Several alternatives can accomplish the stated
research objectives.
 Ability to select the most appropriate design
develops with experience.
4–35

36. 4–36
Stages in the Research ProcessStages in the Research Process
3.3. Planning a sample
 SamplingSampling
 Involves any procedure that drawsInvolves any procedure that draws
conclusions based on measurements ofconclusions based on measurements of
a portion of the population.a portion of the population.
 Sampling decisionsSampling decisions
 Who to sample?Who to sample?—t—target populationarget population
 What size should the sample be?What size should the sample be?
 How to select the sampling units?How to select the sampling units?
 Random sampleRandom sample


37. Stages in the Research ProcessStages in the Research Process
4. Gathering Data4. Gathering Data
 This is the process of gathering or
collecting information.
 It may be gathered by human observers or
interviewers or may be recorded by
machines (e.g., scanner data).
 An unobtrusive method is one in which the
subjects do not have to be disturbed for
data to be collected.
 However the data are collected, it is
important to minimize errors in the process.
4–37

38. 4–38
Stages in the Research ProcessStages in the Research Process
5. Processing and Analyzing Data5. Processing and Analyzing Data
 Editing
 Involves checking the data collection forms for
omissions, legibility, and consistency in
classification.
 Codes
 Rules for interpreting, categorizing, recording,
and transferring the data to the data storage
media.
 Data analysis
 The application of reasoning to understand the
data that have been gathered.

39. 4–39
Stages in the Research ProcessStages in the Research Process
6. Drawing Conclusions and6. Drawing Conclusions and
Preparing a ReportPreparing a Report
 Steps in communicating the research findings:
 Interpreting the research results
 Describing the implications
 Drawing the appropriate conclusions for managerial
decisions
 Reporting requirements
 Conclusions fulfill the deliverables promised in the
research proposal
 Consider the varying abilities of people to
understand the research results
 A clearly-written, understandable summary of the
research findings

40. RESEARCH PROBLEMRESEARCH PROBLEM
DEFINITIONDEFINITION
33
1 - 40

41. 6–41
Good Decisions Start with aGood Decisions Start with a
Good Problem DefinitionGood Problem Definition
 Importance of Starting with a Good Problem DefinitionImportance of Starting with a Good Problem Definition
 The chances that a research project will proveThe chances that a research project will prove
useful are directly related to how well theuseful are directly related to how well the
research objectives correspond to the trueresearch objectives correspond to the true
business problem.business problem.
 When the client fails to understand theirWhen the client fails to understand their
situation, or when they insist on studying ansituation, or when they insist on studying an
irrelevant problem, the research is very likely toirrelevant problem, the research is very likely to
fail even if it is done properly.fail even if it is done properly.
 Translating a business situation into somethingTranslating a business situation into something
that can be researched begins by coming to athat can be researched begins by coming to a
consensus on a decision statement or question.consensus on a decision statement or question.

42. 6–42
Good Decisions Start with aGood Decisions Start with a
Good Problem DefinitionGood Problem Definition
 Decision Statement
 A written expression of the key question(s)
that the research user wishes to answer.
 Problem Definition
 The process of defining and developing a
decision statement and the steps involved in
translating it into more precise research
terminology, including a set of research
objectives.

43. Problem ComplexityProblem Complexity
 Problem definition - this stage of the research process can
be the most complex.
 Factors influencing problem complexity include:
 Situation Frequency – cyclical, routine
problems are easier to define.
 Dramatic changes – when sudden change in
the business situation takes place, it can be
easier to define the problem.
 How Widespread are the Symptoms? – the
more scattered any symptoms are, the more
difficult it is to put them together into some
coherent problem statement.
 Symptom Ambiguity – the greater the
ambiguity of the symptoms, the more difficult it
is to define the problem.
4–43

44. 6–44
Defining Problems Can Be DifficultDefining Problems Can Be Difficult

45. 6–45
The Problem-Definition ProcessThe Problem-Definition Process
 Problems Mean Gaps
 A problem occurs when there is a difference
between the current conditions and a more
preferable set of conditions (i.e., a gap exists
between the way things are now and the way that
things could be better).
 A gap can come about in a number of ways:
1. Business performance is worse than expected (e.g., sales,
profits, margins are below targets set by management).
2. Actual business performance is less than possible business
performance (note that realization of this gap first requires
that management have some idea of what is possible).
3. Expected business performance is greater than possible
business performance.

46. 6–46
The Problem-Definition ProcessThe Problem-Definition Process

47. 6–47
The Problem-Definition ProcessThe Problem-Definition Process
Step 1: Understand the Business DecisionStep 1: Understand the Business Decision
 Situation AnalysisSituation Analysis
 A situation analysis involves theA situation analysis involves the
gathering of background information togathering of background information to
familiarize researchers and managersfamiliarize researchers and managers
with the decision-making environment.with the decision-making environment.
 It often requires exploratory research.It often requires exploratory research.
 The situation analysis begins with anThe situation analysis begins with an
interview between the researcher andinterview between the researcher and
management.management.

48. 6–48
The Problem-Definition ProcessThe Problem-Definition Process
Step 1: Understand the Business Decision …Step 1: Understand the Business Decision …
 Interview Process
 Researcher should be granted access to all
individuals who have specific knowledge or insight
of the situation.
 It is important that the researcher not blindly accept
a convenient problem definition for expediency’s
sake.
 Helpful hints that can be useful in the interview
process include:
1. Develop many alternative problem statements.
2. Think about potential solutions to the problem.
3. Make lists – use free association and interrogative techniques
(i.e., asking multiple what, where, who, when, why, and how
questions).
4. Be open-minded.

49. 6–49
 Identifying Symptoms
 Probing is an interview technique that tries to
draw deeper and more elaborate explanations
from the discussion with key decision
makers.
 One of the most important questions to ask –
“What has changed?” (i.e., customers,
competitors, internal conditions of the
company and in the external environment).
 Then, the researcher should probe to identify
potential causes of the change.
The Problem-Definition ProcessThe Problem-Definition Process
Step 1: Understand the Business Decision …Step 1: Understand the Business Decision …

50. 6–50
What Has Changed?What Has Changed?

51. The Problem-Definition ProcessThe Problem-Definition Process
Step 2: Identify the relevantStep 2: Identify the relevant
issues from the symptomsissues from the symptoms
 The symptoms identified shouldThe symptoms identified should
be translated into a problem andbe translated into a problem and
then a decision statement.then a decision statement.
 Exhibit illustrates how symptomsExhibit illustrates how symptoms
can be translated into a problemcan be translated into a problem
and then a decision statement.and then a decision statement.
4–51

52. 6–52
EXHIBIT 6.EXHIBIT 6.44 Symptoms Can Be ConfusingSymptoms Can Be Confusing

53. 6–53
The Problem-Definition ProcessThe Problem-Definition Process
Step 3: Writing Managerial DecisionStep 3: Writing Managerial Decision
Statements into CorrespondingStatements into Corresponding
Research ObjectivesResearch Objectives
 Decision statements must be
translated into research objectives.
 Once the decision statement is written,
the research essentially answers the
question, “What information is needed to
address this situation?”
 Research objectives are the
deliverables of the research project.

54. 6–54
EXHIBIT 6.EXHIBIT 6.55 Translating Decision StatementsTranslating Decision Statements

55. 6–55
The Problem-Definition ProcessThe Problem-Definition Process
Step 4: Determine the Unit of AnalysisStep 4: Determine the Unit of Analysis
 Unit of Analysis
 Unit of analysis indicates what or who should
provide the data and at what level of aggregation.
 Individuals (such as customers, employees, and owners)
 Households (families, extended families, and so forth)
 Organizations (businesses and business units)
 Departments (sales, finance, and so forth)
 Geographical areas
 Objects (products, advertisements, and so forth).
 Multi-level analysis studies variables measured at
more than one unit of analysis.

56. The Problem-Definition ProcessThe Problem-Definition Process
Step 5: Determine the Relevant VariableStep 5: Determine the Relevant Variable
 What is a Variable?
 A variable is anything that varies or
changes from one instance to another.
 It can exhibit differences in value, usually
in magnitude or strength, or in direction.
 Converse of a variable is a constant (i.e.,
something that does not change).
 What is a Constant?
 Something that does not change;
 is not useful in addressing research
questions.

57. Types of VariablesTypes of Variables
 Continuous variable
 Can take on a range of
quantitative values.
 E.g. Sales, profit,
satisfaction
 Categorical variable
 Indicates membership
in some group.
 Also called
classificatory variable.
 E.g. gender, customer
 Dependent variable,Dependent variable,
DV or YDV or Y
 A process outcome or a
variable that is
predicted and/or
explained by other
variables.
 IndependentIndependent
variable, IV or Xvariable, IV or X
 A variable that is
expected to influence
the dependent variable
in some way.

58. 6–58
Business Decision Situations, Corresponding ResearchBusiness Decision Situations, Corresponding Research
Hypotheses, and Variable DescriptionsHypotheses, and Variable Descriptions

59. ExampleExample
 Why are Americans OBESE?Why are Americans OBESE?
4–59

60. ExampleExample
Hypothesis: There is a positive relationship
between treatment of employees and
employee loyalty
 Dependent variable
 Employee Loyalty
 Independent variable
 Treatment of employee
4–60

61. The Problem-Definition ProcessThe Problem-Definition Process
Step 6: Writing ResearchStep 6: Writing Research
Objectives and QuestionsObjectives and Questions
 Research Questions
 Express the research objectives in
terms of questions that can be
addressed by research.
 Help to develop well-formulated,
specific hypotheses that can be
empirically tested.
 Help the researcher design a study that
will produce useful results.

62. 6–62
Clarity in ResearchClarity in Research
Questions and HypothesesQuestions and Hypotheses
1.1. A research question is the researcher’s translation ofA research question is the researcher’s translation of
the problem into a specific inquiry.the problem into a specific inquiry.
2.2. Asking specific research questions helps the researcherAsking specific research questions helps the researcher
design a study that will produce useful results.design a study that will produce useful results.
3.3. A formal hypothesis has considerable practical value inA formal hypothesis has considerable practical value in
planning and designing research because it forcesplanning and designing research because it forces
researchers to be clear about what they expect to findresearchers to be clear about what they expect to find
through the study, and it raises crucial questions aboutthrough the study, and it raises crucial questions about
data required.data required.
4.4. In cases of a “go/no go” decision, the research involvesIn cases of a “go/no go” decision, the research involves
a managerial action standard that specifies a specifica managerial action standard that specifies a specific
performance criterion upon which a decision can beperformance criterion upon which a decision can be
based.based.
5.5. Objectives should be limited to a manageable number.Objectives should be limited to a manageable number.

63. 6–63
Influence of Decision Statement of MarketingInfluence of Decision Statement of Marketing
Problem on Research Objectives andProblem on Research Objectives and
Research DesignsResearch Designs

64. 6–64
How Much Time Should BeHow Much Time Should Be
Spent on Problem Definition?Spent on Problem Definition?
 Budget constraints usually influence
how much effort is spent on problem
definition.
 The more important the decision faced
by management, the more resources
should be allocated toward problem
definition.
 The time taken to identify the correct
problem is usually time well spent.

65. 1 - 65
Further ReadingFurther Reading
 ZIKMUND, W.G., BABIN, B.J., CARR, J.C.
AND GRIFFIN, M. (2010) BUSINESS
RESEARCH METHODS, 8TH
EDN, SOUTH-
WESTERN
 SAUNDERS, M., LEWIS, P. AND
THORNHILL, A. (2012) RESEARCH
METHODS FOR BUSINESS STUDENTS, 6TH
EDN, PRENTICE HALL.
 SAUNDERS, M. AND LEWIS, P. (2012)
DOING RESEARCH IN BUSINESS &
MANAGEMENT, FT PRENTICE HALL.