1.
BUSINESS
RESEARCH METHODS
MUHAMMAD SHAFIQ
Lecture four
The Business Research Process

2.
INFORMATION
• Reduces uncertainty
• Helps focus decision making

3.
TYPES OF RESEARCH
• Exploratory
• Descriptive
• Causal

4.
COMPLETELY
CERTAIN
ABSOLUTE
AMBIGUITY
CAUSAL OR
DESCRIPTIVE
EXPLORATORY
UNCERTAINTY INFLUENCES
THE TYPE OF RESEARCH

5.
Exploratory Research Descriptive Research Causal Research
(Unaware of Problem)(Aware of Problem) (Problem Clearly Defined)
“Our sales are declining and “What kind of people are buying “Will buyers purchase more of
we don’t know why.” our product? Who buys our our products in a new package?
competitor’s product?”
“Would people be interested “Which of two advertising
in our new product idea?” “What features do buyers prefer campaigns is more effective?”
in our product?”
possiblesituation
DEGREE OF PROBLEM DEFINITION

6.
6
Exploratory Research
Secondary data
Experience survey
Pilot studies

7.
EXPLORATORY RESEARCH
• Initial research conducted to clarify and define the
nature of a problem
• Does not provide conclusive evidence
• Subsequent research expected

8.
DESCRIPTIVE RESEARCH
• Describes characteristics of a population or
phenomenon
• Some understanding of the nature of the problem

9.
9
I keep six honest serving men, (they
taught me all I knew), their names are
--Rudyard Kipling
what, and why, and when, and how,
and where and who.”

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

12.
CAUSAL RESEARCH
• Conducted to identify cause and effect relationships

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
basic research
method
Experiment Survey
Observation
Secondary
Data StudyLaboratory Field Interview Questionnaire
Selection of
exploratory research
technique
Sampling
Probability Nonprobability
Collection of
data
(fieldwork)
Editing and
coding
data
Data
processing
Interpretation
of
findings
Report
Data
Gathering
Data
Processing
and
Analysis
Conclusions
and Report
Research Design
Problem Discovery
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

22.
STATE THE RESEARCH
QUESTIONS AND
RESEARCH
OBJECTIVES
22

23.
HYPOTHESIS
• A statement
• that can be refuted
• by empirical data

24.
IF YOU DO NOT KNOW WHERE YOU
ARE GOING,
ANY ROAD WILL TAKE YOU THERE.

25.
SecondarySecondary
((historicalhistorical))
DataData
PilotPilot
StudyStudy
ExperienceExperience
SurveySurvey
CaseCase
StudyStudy
ExploratoryExploratory
ResearchResearch

26.
EXPLORATORY RESEARCH
TECHNIQUES
TWO EXAMPLES
• Secondary data (historical data)
• Previously collected
• Census of population
• Literature survey
• Pilot study
• A number of diverse techniques

27.
FOCUS GROUP
INTERVIEW

28.
RESEARCH DESIGN
• Master plan
• Framework for action
• Specifies methods and procedures

29.
BASIC RESEARCH
METHODS
• Surveys
• Experiments
• Secondary data
• Observation

30.
POPULATIONPOPULATION
SAMPLESAMPLESample:Sample: subsetsubset
of a larger populationof a larger population..
SELECTING A SAMPLE

31.
SAMPLING
• Who is to be sampled?
• How large a sample?
• How will sample units be selected?

32.
DATA GATHERING STAGE

33.
DATA PROCESSING AND
ANALYSIS

34.
CONCLUSIONS AND
REPORT WRITING
• Effective communication of the research findings

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

36.
RESEARCH PROGRAM
STRATEGY

37.
Statement of
Research Objectives
Problem Definition
Defining Problem Results in
Clear Cut Research Objectives
Exploratory
Research
(Optional)
Analysis of
the Situation
Symptom Detection