This document discusses the business research process and types of research. It describes three levels of certainty in decision making - certainty, uncertainty, and ambiguity - and how the level of certainty influences the type of research used. The three main types of research discussed are exploratory research, descriptive research, and causal research. The document also outlines the typical stages of the research process, including problem discovery and definition, research design, data gathering, data analysis, and reporting conclusions.

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Business
Research Methods
William G. Zikmund
Chapter 4:
The Business Research Process

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1.Information and Decision Making
2. Types of Research
2.1. Exploratory
2.2. Descriptive
2.3. Causal
3. Stages of the Research Process

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1.Information and Decision Making
The key to decision making is:
• to recognize the nature of the problem/opportunity,
• to identify what type of information is needed,
• and how much information is available.
Information reduces the level of certainty in decision making

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Levels of Certainty in Decision Making
1.Certainty:
Necessary information is perfectly available, which is something rare.
Under certainty, the exact nature of the problem/opportunity is clear,
Objectives to be achieved by an effective decision are set.

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Certainty:
Necessary information to develop alternatives and select the best
solution among them is already present
Therefore, there is no need to make research for understanding
the situation and making prediction.

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2. Uncertainty:
Necessary information is somewhat available, which is something
usual.
Under uncertainty, the exact nature of the problem/opportunity is
clear,
Objectives to be achieved by an effective decision are set.

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Uncertainty:
However, necessary information to develop alternatives and
select the best solution among them is incomplete.
Therefore, research is needed to enlarge our incomplete
understanding of the situation and to be able to make better
predictions than managerial guesses.

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3. Ambiguity:
Almost no information is available, which is something rare.
Under ambiguity, the exact nature of the problem/opportunity is not
clear,
Objectives to be achieved by an effective decision are not set yet.

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Ambiguity:
Necessary information to develop alternatives and select the best
solution among them is incomplete.
Therefore, research is extremely needed to enlarge our
understanding and to be able to make predictions.

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2. Types of Research
• Exploratory
• Descriptive
• Causal

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COMPLETE
CERTAINTY
ABSOLUTE
AMBIGUITY
CAUSAL
RESEARCH
EXPLORATORY
RESEARCH
Uncertainty Influences the Type of Research
UNCERTAINTY
DESCRIPTIVE
RESEARCH
NO RESEARCH
AT ALL

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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?”
Degree of Problem Definition

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2.1. Exploratory Research
Secondary data
Experience survey
Pilot studies

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Exploratory Research
• Initial research conducted to clarify and define the nature of a
problem
• Does not provide conclusive evidence
• Subsequent research expected

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2.2. Descriptive Research
• Describes characteristics of a population or phenomenon
• Some understanding of the nature of the problem

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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.”

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2.3. Causal Research
• Conducted to identify cause and effect relationships

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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

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3. 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

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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 Study
Laboratory 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

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The Business Research Process
Problem Discovery
Exploratory
Research
Selection of the
Basic Research
Method
Selection of
Sample Design
Collection of the
Data

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The Research Process (cont.)
Editing and Coding
Data Processing
Interpretation of the
Findings
Report

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“The formulation of the
problem is often more essential
than its solution”
Albert Einstein