5. Exploratory Research Descriptive Research Causal Research
(Unaware of Problem)(Aware of Problem) (Problem Clearly Defined)
possib
le
situat
ion
“Our sales are declining and
we don’t know why.”
“Would people be interested
in our new product idea?”
“What kind of people are buying
our product? Who buys our
competitor’s product?”
“What features do buyers prefer
in our product?”
“Will buyers purchase more of
our products in a new package?
“Which of two advertising
campaigns is more effective?”
Degree of Problem Definition
7. Exploratory Research
• Initial research conducted to clarify and define
the nature of a problem
• Does not provide conclusive evidence
• Subsequent research expected
9. 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.”
--Rudyard Kipling
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
and Definition
Research
Design
Sampling
Data
Gathering
Data Processing
and Analysis
Conclusions and
Report
Discovery and
Definition
and so on
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 definition
(statement of
research objectives)
Secondary
(historical)
data
Experience
survey
Pilot
study
Case
study
Selection of
exploratory research
technique
Selection of
basicresearch
method
Experiment Survey
Observation
Secondary
DataStudy
Laboratory Field Interview Questionnaire
Selection of
exploratoryresearch
technique
Sampling
Probability Nonprobability
Collectionof
data
(fieldwork)
Editingand
coding
data
Data
processing
Interpretation
of
findings
Report
Data
Gathering
Data
Processing
and
Analysis
Conclusions
and Report
ResearchDesign
ProblemDiscovery
and Definition
17. The Business Research Process
Problem
Discovery
Exploratory
Research
Selection of the
Basic Research
Method
Selection of
Sample Design
Collection of the
Data
18. The Research Process (cont.)
Editing and
Coding
Data Processing
Interpretation of
the Findings
Report
19. Stages In The Research Process
• Problem Discovery and Problem Definition
• Research Design
• Sampling
• Data Gathering
• Data Processing and Analysis
• Conclusions And Report
20. Problem Discovery And Definition
• First step
• Problem, opportunity, or monitor operations
• Discovery before definition
• Problem means management problem
21. “The formulation of the problem
is often more essential than its
solution”
Albert Einstein
26. Exploratory Research Techniques
Two Examples
• Secondary data (historical data)
– Previously collected
– Census of population
– Literature survey
• Pilot study
– A number of diverse techniques
35. 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
38. Statement of
Research Objectives
Problem Definition
Defining Problem Results in
Clear Cut Research Objectives
Exploratory
Research
(Optional)
Analysis of
the Situation
Symptom Detection
