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Business Research Methods
MGT 524
Abu Bashar
Types of Research
Causal
Research
(research that looks
for cause & effect)
Exploratory
Research
(research that
explores)
Descriptive
Research
(research that
describes)
Difference between Exploratory &
Conclusive Research
Exploratory Conclusive
Objective To provide insight &
understanding
To test specific hypothesis &
examine relationship
Characteristics Information needed is defined
loosely
Process is flexible & unstructured
Sample small/non representative
Qualitative data analysis
Information needed is clearly
defined
Process is formal & structured
Large & Representative
Quantitative data analysis
Findings Tentative Conclusive
Outcome Generally followed by further
exploratory or conclusive
research
Used as inputs into Decision
Making
COMPLETELY
CERTAIN
ABSOLUTE
AMBIGUITY
CAUSAL,
COMPARATIVE,
ASSOCIATIONAL,
OR DESCRIPTIVE
EXPLORATORY
Uncertainty Influences
The Type of Research
Degree of Problem Definition
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?”
Say it backwards: research that
explores
Initial research conducted to
explore (clarify and define) the
nature of a problem
Does not provide conclusive
evidence so subsequent research is
expected
Helps to diagnose a situation
Screen alternatives
Discover new ideas
Exploratory Research
Descriptive Research
Research that describes
Describes characteristics of a
population or phenomenon
Some understanding of the
nature of the problem
Deals with the who, what,
where, when, how…but not
the why?
Causal Research
Research that looks at cause &
effect
Conducted to identify cause
and effect relationships
Statistics: Correlations,
regression, t-test, ANOVA, etc.
Causal
Research
Comparative
Research
Looks for
differences
Associational
Research
Looks for
relationships
Designs:
Experimental
Quasi-experimental
Ex post facto
Time series
Predictive
Correlational
Comparative
Surveys
Multivariate
Longitudinal
Stats:
T-test
ANOVA
Correlation
Multiple regression
Chi Square
Spearman Rho
Phi – Cramers V
Etc, etc, etc
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
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
Sample Design
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
Problem Definition, Objectives,
and Research Questions
If you do not know
where you are
going,
any road will take
you there.
“The formulation of the problem
is often more essential than its
solution”
-Albert Einstein
Two Types of Problems
Management Decision Problem
What decision makers need to do
Sales are on the decline
Customer base is aging and younger consumers
prefer competitor’s brands
Research Problem
Specifies information needed to address
managerial problems & how it can be obtained
MDP
Action Oriented
Focus on symptoms
Should new product be
introduced
Should advertisement be
changed
Should price be
increased
Research Problem
Information oriented
Focus on underlying
causes
Determine consumer
preferences
Determine effectiveness
of current ad.
Price elasticity of
demand
Research Objectives
Research objectives address information
gaps that must be closed so the manager
solves the marketing management problem
Each research objective must be precise,
detailed, clear, and operational
Example: “Compare the demographic
profiles of AT&T buyers to nonbuyers using
age, sex, education, and annual family
income.”
Research Questions
A research question is the researchers’
paraphrase of the research objective(s) in the
form of a question.
Example:
“Are AT&T’s non-buyers different
demographically from AT&T’s buyers?
Or better yet:
“Are AT&T’s non-buyers younger than
AT&T’s buyers?”
Specific questions are better
Research Hypotheses
A hypothesis is an unproven proposition
or supposition that tentatively explains
certain facts or phenomena; a probable
answer to a research question.
Hypotheses are statements about the
nature of the world. They are guesses.
Example: “AT&T’s non-buyers are
younger than AT&T’s buyers”
Research Hypotheses
Null Hypothesis: Conservative statement
about the status quo. It is what our research
is set out to disprove.
H0: AT&T non-buyers do not differ in age
from AT&T buyers
Alternative Hypothesis: A statement that
states the opposite of the null hypothesis.
HA: AT&T non-buyers are younger than
AT&T buyers
THANK YOU

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Types of research Designs

  • 2. Types of Research Causal Research (research that looks for cause & effect) Exploratory Research (research that explores) Descriptive Research (research that describes)
  • 3. Difference between Exploratory & Conclusive Research Exploratory Conclusive Objective To provide insight & understanding To test specific hypothesis & examine relationship Characteristics Information needed is defined loosely Process is flexible & unstructured Sample small/non representative Qualitative data analysis Information needed is clearly defined Process is formal & structured Large & Representative Quantitative data analysis Findings Tentative Conclusive Outcome Generally followed by further exploratory or conclusive research Used as inputs into Decision Making
  • 5. Degree of Problem Definition 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?”
  • 6. Say it backwards: research that explores Initial research conducted to explore (clarify and define) the nature of a problem Does not provide conclusive evidence so subsequent research is expected Helps to diagnose a situation Screen alternatives Discover new ideas Exploratory Research
  • 7. Descriptive Research Research that describes Describes characteristics of a population or phenomenon Some understanding of the nature of the problem Deals with the who, what, where, when, how…but not the why?
  • 8. Causal Research Research that looks at cause & effect Conducted to identify cause and effect relationships Statistics: Correlations, regression, t-test, ANOVA, etc.
  • 9. Causal Research Comparative Research Looks for differences Associational Research Looks for relationships Designs: Experimental Quasi-experimental Ex post facto Time series Predictive Correlational Comparative Surveys Multivariate Longitudinal Stats: T-test ANOVA Correlation Multiple regression Chi Square Spearman Rho Phi – Cramers V Etc, etc, etc
  • 10. 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
  • 11. 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 Sample Design 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
  • 12. Problem Definition, Objectives, and Research Questions If you do not know where you are going, any road will take you there.
  • 13. “The formulation of the problem is often more essential than its solution” -Albert Einstein
  • 14. Two Types of Problems Management Decision Problem What decision makers need to do Sales are on the decline Customer base is aging and younger consumers prefer competitor’s brands Research Problem Specifies information needed to address managerial problems & how it can be obtained
  • 15. MDP Action Oriented Focus on symptoms Should new product be introduced Should advertisement be changed Should price be increased Research Problem Information oriented Focus on underlying causes Determine consumer preferences Determine effectiveness of current ad. Price elasticity of demand
  • 16. Research Objectives Research objectives address information gaps that must be closed so the manager solves the marketing management problem Each research objective must be precise, detailed, clear, and operational Example: “Compare the demographic profiles of AT&T buyers to nonbuyers using age, sex, education, and annual family income.”
  • 17. Research Questions A research question is the researchers’ paraphrase of the research objective(s) in the form of a question. Example: “Are AT&T’s non-buyers different demographically from AT&T’s buyers? Or better yet: “Are AT&T’s non-buyers younger than AT&T’s buyers?” Specific questions are better
  • 18. Research Hypotheses A hypothesis is an unproven proposition or supposition that tentatively explains certain facts or phenomena; a probable answer to a research question. Hypotheses are statements about the nature of the world. They are guesses. Example: “AT&T’s non-buyers are younger than AT&T’s buyers”
  • 19. Research Hypotheses Null Hypothesis: Conservative statement about the status quo. It is what our research is set out to disprove. H0: AT&T non-buyers do not differ in age from AT&T buyers Alternative Hypothesis: A statement that states the opposite of the null hypothesis. HA: AT&T non-buyers are younger than AT&T buyers