lec 2 types of research
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Lecture 02
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What Did We Learn In Lecture 01? What Is Research?
What Is Business Research?
What Isn’t Research?
Characteristics Of Research
Kinds Of Research
Basic Or Pure Research
Applied Research
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Explorator
y
Research
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Exploratory research is most commonly
unstructured, “informal” research that is
undertaken to gain background information about
the general nature of the research problem.
Exploratory research is usually conducted when
the researcher does not know much about the
problem and needs additional information or
desires new or more recent information.
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Continued……….
Initial research conducted to clarify and define
the nature of a problem
Does not provide conclusive evidence
Subsequent research expected
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Why Conduct Exploratory Research
Diagnose a situation
Screening of
alternatives
Discover new ideas
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Uses of Exploratory Research
Formulate a problem or define a problem more precisely
Identify alternative courses of action
Develop hypotheses
Isolate key variables and relationships for further
examination
Gain insights for developing an approach to the problem
Establish priorities for further research
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Methods For Exploratory Research
A variety of methods are
available to conduct
exploratory research:
Secondary Data Analysis
Experience Surveys
Case Analysis
Focus Groups
Projective Techniques
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Descriptive Research
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Descriptive research is undertaken to provide
answers to questions of who, what, where,
when, and how – but not why.
Describes characteristics of a population or
phenomenon
Some understanding of the nature of the problem
Two basic classifications:
Cross-sectional studies
Longitudinal studies
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Cross-sectional Studies
Cross-sectional studies measure units from a sample
of the population at only one point in time.
Sample surveys are cross-sectional studies whose
samples are drawn in such a way as to be
representative of a specific population.
On-line survey research is being used to collect data
for cross-sectional surveys at a faster rate of speed.
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Longitudinal Studies
Longitudinal studies repeatedly draw sample
units of a population over time.
One method is to draw different units from the
same sampling frame.
A second method is to use a “panel” where the
same people are asked to respond periodically.
On-line survey research firms recruit panel
members to respond to online queries.
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Use of Descriptive Research
To describe the characteristics of relevant groups,
such as consumers, salespeople, organizations, or
market areas.
To estimate the percentage of units in a specified
population exhibiting a certain behavior.
To determine the perceptions of product
characteristics.
To determine the degree to which marketing
variables are associated.
To make specific predictions
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Summarizing
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Exploratory Research
Designed to generate basic knowledge, clarify relevant
issues uncover variables associated with a problem,
uncover information needs, and/or define alternatives
for addressing research objectives.
A very flexible, open-ended process.
Descriptive Research (who, what, where, how)
Designed to provide further insight into the research
problem by describing the variables of interest.
Can be used for profiling, defining, segmentation,
estimating, predicting, and examining associative
relationships.
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Exploratory Descriptive
ObjectiveDiscovery of ideas and
insights
Describe characteristics or
functions marked by the
prior formulation of
specific hypotheses
CharacteristicsFlexible, versatile
Often the front end of
total research design
Preplanned and structured
design
Methods Expert surveys
Pilot surveys
Secondary data
Qualitative research
Secondary data
Surveys
Panels
Observation and other
data
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Correlation
al
Research
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Definition
Whether and to what degree variables are related
Purpose
Determine relationships
Make predictions
Limitation
Cannot indicate cause and effect
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Correlational research are studies that are often
conducted to test the reliability and predictive validity
of instruments used for division making concerning
selection of individuals for the likely success in a
course of study or a specific job.
Some authors consider this research as a type of
descriptive research, since it describes the current
conditions in a situation. However, the difference lies
in the nature of conditions studies.
A correlational study describes in quantitative terms
the degree to which the variables are related.
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Why the Correlational Research?
Determine the strength
of the relationship
between two or more
variables.
Determine the direction
of the relationship.
Positive.
Negative.
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Purpose of Correlational Research
Correlational studies are carried out to explain important human behavior or to predict likely outcomes (identify relationships among variables).
If a relationship of sufficient magnitude exists between two variables, it becomes possible to predict a score on either variable if a score on the other variable is known (Prediction Studies).
The variable that is used to make the prediction is called the predictor variable..
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Continued……….
The variable about which the prediction is made
is called the criterion variable.
Both scatter plots and regression lines are used in
correlational studies to predict a score on a
criterion variable
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Correlation Coefficient
Ranges from –1.00 to +1.00
The number indicates the strength of the
relationship.
The sign indicates whether the relationship is
positive or negative.
Does NOT indicate causality.
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Examples
What is the relationship between T.V. violence
and aggressive behavior ?
This study is to determine the predictive abilitypredictive ability of
high school grade point average (GPA) to forecast
first to fourth year College GPA.
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Summary
Correlational research is also known as associational research.
Relationships among two or more variables are studied without any attempt to influence them.
Investigates the possibility of relationships between two variables.
There is no manipulation of variables in correlational research.
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Explanatory
Research
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A research in which the principal objective is
to know and understand the trait and
mechanisms of the relationship and
association between the independent and
dependent variable.
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Purpose of Explanatory Research
Explain things not just reporting. Why? Elaborate
and enrich a theory's explanation.
Determine which of several explanations is best.
Determine the accuracy of the theory; test a
theory's predictions or principle.
Advance knowledge about underlying process.
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Continued…….
Build and elaborate a theory; elaborate and
enrich a theory's predictions or principle.
Extend a theory or principle to new areas, new
issues, and new topics:
Provide evidence to support or refute an
explanation or prediction.
Test a theory's predictions or principles.
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Lets Put It Together
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