<ul><li>Complex </li></ul><ul><li>Situation frequency </li></ul><ul><ul><li>Pricing problems </li></ul></ul><ul><li>Dramat...
<ul><li>An automobile company may exhibit symptoms such as increasing complaints about car handling, increased warranty co...
Situation analysis Identify the symptoms Write managerial decision statements Determine the unit of analysis Determine rel...
Situation analysis Identify the symptoms Write managerial decision statements Determine the unit of analysis Determine rel...
<ul><li>Gathering of background information </li></ul><ul><li>Gaining awareness of the market place conditions </li></ul><...
Situation analysis Identify the symptoms Write managerial decision statements Determine the unit of analysis Determine rel...
<ul><li>Interviews with key decision makers </li></ul><ul><li>Once symptoms are identified, the researcher must probe to i...
<ul><li>Eg </li></ul><ul><li>A firm has a problem with advertising effectiveness, the possible causes may be </li></ul><ul...
Situation analysis Identify the symptoms Write managerial decision statements Determine the unit of analysis Determine rel...
<ul><li>Decision statements capture the objectives in a way that invites multiple solutions </li></ul><ul><li>Decision sta...
 
<ul><li>To determine how committed customers are to the restaurant </li></ul><ul><li>To determine how frequently the custo...
<ul><li>A research study will be conducted that  </li></ul><ul><ul><li>Shows how much each of several key variables relate...
Situation analysis Identify the symptoms Write managerial decision statements Determine the unit of analysis Determine rel...
<ul><li>The unit of analysis of a study indicates what or who should provide the data and at what levels of aggregation </...
<ul><li>In studies of home buying , husband wife is the unit of analysis rather than individual because most purchase deci...
Situation analysis Identify the symptoms Write managerial decision statements Determine the unit of analysis Determine rel...
<ul><li>What is a Variable? </li></ul><ul><li>A variable is anything that changes from one instance to another. </li></ul>...
<ul><li>What is a constant? </li></ul><ul><li>It is converse of variable </li></ul><ul><li>It is something that does not c...
<ul><li>Continuous </li></ul><ul><li>Categorical </li></ul><ul><li>Dependant </li></ul><ul><li>Independent </li></ul>
<ul><li>It can take on a range of values in numbers </li></ul><ul><li>Eg: Consumer attitude towards different Airlines is ...
<ul><li>It is one that indicates membership in some group </li></ul><ul><li>Eg:  People may be categorised as Male or Fema...
<ul><li>It is an outcome that is predicted or explained by other variables </li></ul>
<ul><li>It is expected to influence the dependant variable in some way. </li></ul><ul><li>Eg: </li></ul><ul><li>Average cu...
Situation analysis Identify the symptoms Write managerial decision statements Determine the unit of analysis Determine rel...
<ul><li>At the end of problem definition stage, the researcher should prepare a written statement that clarifies any ambig...
<ul><li>“ Are consumer perceptions of food quality, price and atmosphere related to customer loyalty?” </li></ul>
<ul><li>The idea that the dangerous part of many business problems is neither visible nor understood by managers </li></ul>
<ul><li>Situation analysis - The informal gathering of background information to familiarize researchers or managers with ...
<ul><li>Symptoms can be confusing </li></ul>
  Problem Definition Organization   Symptoms  Based on Symptom  True Problem Twenty-year-old neighborhood swimming associa...
TOTI EMUL ESTO
TOTI EMUL ESTO
<ul><li>Individuals, households, organizations, etc. </li></ul><ul><li>In many studies, the family rather than the individ...
<ul><li>Anything that may assume different numerical values </li></ul>
<ul><li>Categorical </li></ul><ul><li>Continuous </li></ul><ul><li>Dependent </li></ul><ul><li>Independent  </li></ul>
<ul><li>An unproven proposition </li></ul><ul><li>A possible solution to a problem </li></ul><ul><li>Guess </li></ul>
<ul><li>Small budget affects advertising effectivity. </li></ul><ul><li>Use of wrong media affects advertising effectivity...
 
Upcoming SlideShare
Loading in …5
×

Rm 2

482 views
363 views

Published on

0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
482
On SlideShare
0
From Embeds
0
Number of Embeds
6
Actions
Shares
0
Downloads
8
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Rm 2

  1. 4. <ul><li>Complex </li></ul><ul><li>Situation frequency </li></ul><ul><ul><li>Pricing problems </li></ul></ul><ul><li>Dramatic changes </li></ul><ul><ul><li>Sudden fall in the sales </li></ul></ul><ul><li>How widespread are the symptoms? </li></ul><ul><ul><li>Situations with multiple symptoms/widespread symptoms </li></ul></ul><ul><li>Symptom ambiguity </li></ul><ul><ul><li>Decreased turnover/lower job satisfaction </li></ul></ul>
  2. 5. <ul><li>An automobile company may exhibit symptoms such as increasing complaints about car handling, increased warranty costs, higher labor costs, lower performance rating, etc </li></ul><ul><ul><li>Production as problem area </li></ul></ul><ul><li>Mileage problems, unpleasant environment, car appearance, etc </li></ul><ul><ul><li>Widespread symptoms </li></ul></ul>
  3. 6. Situation analysis Identify the symptoms Write managerial decision statements Determine the unit of analysis Determine relevant variables Write research questions
  4. 7. Situation analysis Identify the symptoms Write managerial decision statements Determine the unit of analysis Determine relevant variables Write research questions
  5. 8. <ul><li>Gathering of background information </li></ul><ul><li>Gaining awareness of the market place conditions </li></ul><ul><li>Some exploratory research to be conducted </li></ul><ul><li>Interviews with key people </li></ul>
  6. 9. Situation analysis Identify the symptoms Write managerial decision statements Determine the unit of analysis Determine relevant variables Write research questions
  7. 10. <ul><li>Interviews with key decision makers </li></ul><ul><li>Once symptoms are identified, the researcher must probe to identify possible causes of these changes </li></ul><ul><li>Probing is a technique that draws deeper explanations from the discussion </li></ul><ul><li>To know, ‘What has changed?” </li></ul><ul><li>Identify potential causes of change </li></ul><ul><ul><li>Changes in documents, financial statements, etc </li></ul></ul><ul><ul><li>Changes can be identified by tracking news about competitors and customers </li></ul></ul>
  8. 11. <ul><li>Eg </li></ul><ul><li>A firm has a problem with advertising effectiveness, the possible causes may be </li></ul><ul><ul><li>low brand awareness </li></ul></ul><ul><ul><li>wrong brand image </li></ul></ul><ul><ul><li>use of wrong media </li></ul></ul><ul><ul><li>too small budget </li></ul></ul>
  9. 12. Situation analysis Identify the symptoms Write managerial decision statements Determine the unit of analysis Determine relevant variables Write research questions
  10. 13. <ul><li>Decision statements capture the objectives in a way that invites multiple solutions </li></ul><ul><li>Decision statements may be translated into research objectives </li></ul><ul><li>Researcher should visualise what will need to be measured and what type of study will be needed </li></ul><ul><li>Note: Each research objective states a potential result </li></ul>
  11. 15. <ul><li>To determine how committed customers are to the restaurant </li></ul><ul><li>To determine how frequently the customers visit one restaurant relative to the competition </li></ul><ul><li>To find out the profile of customers that spend significantly more than average each time they visit the restaurant </li></ul>
  12. 16. <ul><li>A research study will be conducted that </li></ul><ul><ul><li>Shows how much each of several key variables relates to customer commitment and patronage frequency </li></ul></ul><ul><ul><li>Provides a description of the type of customer that spends most of the money </li></ul></ul>
  13. 17. Situation analysis Identify the symptoms Write managerial decision statements Determine the unit of analysis Determine relevant variables Write research questions
  14. 18. <ul><li>The unit of analysis of a study indicates what or who should provide the data and at what levels of aggregation </li></ul><ul><li>Researchers specify whether an investigation will collect data about individuals, households, organizations, departments, geographical areas or objects </li></ul>
  15. 19. <ul><li>In studies of home buying , husband wife is the unit of analysis rather than individual because most purchase decisions are made jointly by them. </li></ul>
  16. 20. Situation analysis Identify the symptoms Write managerial decision statements Determine the unit of analysis Determine relevant variables Write research questions
  17. 21. <ul><li>What is a Variable? </li></ul><ul><li>A variable is anything that changes from one instance to another. </li></ul><ul><li>Variables exhibit differences in value, in magnitude, strength, direction, etc </li></ul><ul><li>In research, variable is either observed or manipulated. </li></ul>
  18. 22. <ul><li>What is a constant? </li></ul><ul><li>It is converse of variable </li></ul><ul><li>It is something that does not change </li></ul><ul><li>Constants are not useful in addressing research questions </li></ul><ul><li>Since constants don’t change, management is not very interested in them </li></ul><ul><li>It is important in Causal research </li></ul>
  19. 23. <ul><li>Continuous </li></ul><ul><li>Categorical </li></ul><ul><li>Dependant </li></ul><ul><li>Independent </li></ul>
  20. 24. <ul><li>It can take on a range of values in numbers </li></ul><ul><li>Eg: Consumer attitude towards different Airlines is a variable that would generally be captured by numbers, higher numbers indicating more positive attitude. Each attribute of services like seats, food, safety, etc can be scored in this way </li></ul>
  21. 25. <ul><li>It is one that indicates membership in some group </li></ul><ul><li>Eg: People may be categorised as Male or Female. </li></ul>
  22. 26. <ul><li>It is an outcome that is predicted or explained by other variables </li></ul>
  23. 27. <ul><li>It is expected to influence the dependant variable in some way. </li></ul><ul><li>Eg: </li></ul><ul><li>Average customer loyalty may be a dependant variable that is influenced by independent variables like food quality, service quality, ambience, etc </li></ul>
  24. 28. Situation analysis Identify the symptoms Write managerial decision statements Determine the unit of analysis Determine relevant variables Write research questions/ objectives
  25. 29. <ul><li>At the end of problem definition stage, the researcher should prepare a written statement that clarifies any ambiguity about what the research hopes to accomplish. </li></ul>
  26. 30. <ul><li>“ Are consumer perceptions of food quality, price and atmosphere related to customer loyalty?” </li></ul>
  27. 31. <ul><li>The idea that the dangerous part of many business problems is neither visible nor understood by managers </li></ul>
  28. 32. <ul><li>Situation analysis - The informal gathering of background information to familiarize researchers or managers with the decision area. </li></ul>
  29. 33. <ul><li>Symptoms can be confusing </li></ul>
  30. 34. Problem Definition Organization 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.
  31. 35. TOTI EMUL ESTO
  32. 36. TOTI EMUL ESTO
  33. 37. <ul><li>Individuals, households, organizations, etc. </li></ul><ul><li>In many studies, the family rather than the individual is the appropriate unit of analysis. </li></ul>
  34. 38. <ul><li>Anything that may assume different numerical values </li></ul>
  35. 39. <ul><li>Categorical </li></ul><ul><li>Continuous </li></ul><ul><li>Dependent </li></ul><ul><li>Independent </li></ul>
  36. 40. <ul><li>An unproven proposition </li></ul><ul><li>A possible solution to a problem </li></ul><ul><li>Guess </li></ul>
  37. 41. <ul><li>Small budget affects advertising effectivity. </li></ul><ul><li>Use of wrong media affects advertising effectivity. </li></ul>
  38. 42.

×