04 BRM PowerPoint 2002

8/7/2019 04 BRM PowerPoint 2002

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Information Reduces uncertainty

Helps focus decision making


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Types Of Research

Exploratory

Descriptive Causal


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COMPLETELY

CERTAIN

ABSOLUTE

AMBIGUITYCAUSAL OR

DESCRIPTIVE

EXPLORATORY

Uncertainty Influences

The Type Of Research


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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 buyerspurchase more of

we dont know why. our product? Who buys our our products in a new

package?

competitors product?

Would people be interested Which of two

advertisingin our new product idea? What features do buyers prefer campaigns is more

effective?

in our product?

Degree of Problem Definition


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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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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, (theytaught me all I knew), their names are

--Rudyard Kipling

what, and why, and when, and how,

and where and who.


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Descriptive Research Example Weight Watchers average customer

Woman about 40 years old

Household income of about $50,000

At least some college education

T

rying to juggle children and a job


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Descriptive Research Example Mens fragrance market

1/3 size of womens fragrance market

But growing at a faster pace

Women buy 80 % of mens fragrances


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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 plausibleexplanations


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Stages of the Research Process

Problem Discovery

and Definition

ResearchDesign

Sampling

Data

Gathering

Data Processing

and Analysis

Conclusions and

Report

Discovery and

Definition

and so on


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Research Stages Cyclical process - conclusions generate new

ideas

Stages can overlap chronologically

Stages are functionally interrelated

Forward linkages

Backward linkages


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Stages In

The Research Process

Problem Discovery and Problem Definition

Research Design

Sampling

Data Gathering

Data Processing and Analysis Conclusions And Report


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Problem Discovery And

Definition First step

Problem, opportunity, or monitor operations

Discovery before definition

Problem means management problem


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The formulation of the problem

is often more essential than its

solution

Albert Einstein


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State the research

questions and researchobjectives


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Hypothesis A statement

that can be refuted

by empirical data


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If you do not know where you are going,

any road will take you there.


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SecondarySecondary

((historicalhistorical))

DataData

PilotPilot

StudyStudy

ExperienceExperience

SurveySurvey

CaseCaseStudyStudy

ExploratoryExploratory

ResearchResearch


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Exploratory Research Techniques

Two Examples

Secondary data (historical data)

Previously collected

Census of population

Literature survey

Pilot study

A number of diverse techniques


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Focus Group Interview


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Research Design Master plan

Framework for action

Specifies methods and procedures


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Basic Research Methods Surveys

Experiments

Secondary data

Observation


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POPULATIONPOPULATION

SAMPLESAMPLESample:Sample: subsetsubset

of a larger populationof a larger population..

Selecting a

Sample


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Sampling

Who is to be sampled?

How large a sample?

How will sample units be selected?


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Data GatheringS

tage


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Data Processing and Analysis


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Conclusions And Report Writing Effective communication of the research

findings


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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


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Basic Questions -

Problem Definition What is the purpose of the study?

How much is already known?

Is additional background information necessary?

What is to be measured? How?

Can the data be made available?

Should research be conducted? Can a hypothesis be formulated?


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Basic Questions -

Basic Research Design What types of questions need to be

answered?

Are descriptive or causal findings required?

What is the source of the data?


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Basic Questions -

Basic Research Design Can objective answers be obtained by

asking people?

How quickly is the information needed?

How should survey questions be worded?

How should experimental manipulations be

made?


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Basic Questions -

Selection ofSample Who or what is the source of the data?

Can the target population be identified?

Is a sample necessary?

How accurate must the sample be?

Is a probability sample necessary?

Is a national sample necessary?

How large a sample is necessary?

How will the sample be selected?


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Basic Questions -

Data Gathering Who will gather the data?

How long will data gathering take?

How much supervision is needed?

What operational procedures need to be

followed?


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Basic Questions -

Data Analysis Will standardized editing and coding

procedures be used?

How will the data be categorized? What statistical software will be used?

What is the nature of the data?

What questions need to be answered? How many variables are to be investigated

simultaneously?

Performance criteria for evaluation?


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Basic Questions -

Type of Report Who will read the report?

Are managerial recommendations

requested?

How many presentations are required?

What will be the format of the written

report?


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Basic Questions -

Overall Evaluation How much will the study cost?

Is the time frame acceptable?

Is outside help needed?

Will this research design attain the stated

research objectives?

When should the research be scheduled to

begin?


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Research ProgramS

trategy


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Statement of

Research Objectives

Problem Definition

Defining Problem Results in

Clear Cut Research Objectives

Exploratory

Research

(Optional)

Analysis of

the Situation

Symptom Detection

Documents

04 BRM PowerPoint 2002