Transcript Chapter 4
1 Business Research Process 2 4-1 Exploratory Phase Search Strategy Discovery/ Analysis Secondary Sources Expert Interview Search Strategy Group Discussions Individual Depth Interviews 4-2 Integration of Secondary Data into the Research Process 4-3 Objectives of Secondary Searches • Expand understanding of management • • • • dilemma Gather background information Identify information to gather Identify sources for and actual questions Identify sources for and actual sample frames 4-4 Conducting a Literature Search Define management dilemma Consult books for relevant terms Use terms to search Locate/review secondary sources Evaluate value of each source and content 4-5 Whiteboard technology makes an easier discussion of symptoms relevant to the management-research question hierarchy 4-6 Levels of Information Primary Sources: Memos Letters Interviews Speeches Laws Internal records Secondary Sources: Encyclopedias Textbooks Handbooks Magazines Newspapers Newscasts Tertiary Sources: Indexes Bibliographies Internet search engines 4-7 Integrating Secondary Data 4-8 Types of Information Sources Indexes/ Bibliographies Directories Dictionaries Types Handbooks Encyclopedias 4-9 Evaluating Information Sources Purpose Scope Format Evaluation Factors Audience Authority 4-10 The Evolution of Data Mining Evolutionary Step Investigative Question Enabling Technologies Characteristics Data collection (1960s) “What was my average total revenue over the last five years?” Computers, tapes, disks Retrospective, static data delivery Data access (1980s) “What were unit sales in California last December?” Relational databases (RDBMS), structured query language (SQL), ODBC Retrospective, dynamic data delivery at record level Data navigation (1990s) “What were unit sales in California last December? Drill down to Sacramento.” Online analytic processing (OLAP), multidimensional databases, data warehouses Retrospective, dynamic data delivery at multiple levels “What’s likely to happen to Sacramento unit sales next month? Why?” Advanced algorithms, multiprocessor computers, massive databases Prospective, proactive information delivery Data mining (2000) 4-11 Data-Mining Process 4-12 Business Research Process 4-13 Stage 1: Clarifying the Research Question Management-research question hierarchy begins by identifying the management dilemma 4-14 Management-Research Question Hierarchy 4-15 SalePro’s Hierarchy 4-16 Formulating the Research Question 4-17 Types of Management Questions 4-18 The Research Question Break questions down Examine variables Determine necessary evidence Fine-Tuning Set scope of study Evaluate hypotheses 4-19 Investigative Questions Performance Considerations Attitudinal Issues Behavioral Issues 4-20 Gantt Chart MindWriter Project Plan 4-21 What Is Research Design? Blueprint Plan Guide Framework 4-22 Design in the Research Process 4-23 What Tools Are Used in Designing Research? 4-24 What Tools Are Used in Designing Research? MindWriter Project Plan in Gantt chart format 4-25 Research Design Descriptors Perceptual Awareness Purpose of Study Question Crystallization Descriptors Data Collection Method Experimental Effects Time Dimension Research Environment Topical Scope 4-26 Degree of Question Crystallization Exploratory Study Formal Study Loose structure Precise procedures Expand understanding Provide insight Develop hypotheses Begins with hypotheses Answers research questions 4-27 Approaches for Exploratory Investigations Participant observation Film, photographs Projective techniques Psychological testing Case studies Ethnography Expert interviews Document analysis Proxemics and Kinesics 4-28 Desired Outcomes of Exploratory Studies Established range and scope of possible management decisions Established major dimensions of research task Defined a set of subsidiary questions that can guide research design 4-29 Desired Outcomes of Exploratory Studies (cont.) Develop hypotheses about possible causes of management dilemma Learn which hypotheses can be safely ignored Conclude additional research is not needed or not feasible 4-30 Commonly Used Exploratory Techniques Secondary Data Analysis Experience Surveys Focus Groups 4-31 Face-to-face interaction— one of the best ways to learn from participants. 4-32 Experience Surveys What is being done? What has been tried in the past with or without success? How have things changed? Who is involved in the decisions? What problem areas can be seen? Whom can we count on to assist or participate in the research? 4-33 Focus Groups Group discussion 6-10 participants Moderator-led 90 minutes-2 hours 4-34