research methodology by william g. zikmund

8/6/2019 Research Methodology by William G. Zikmund

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Business

Research Methods

William G. Zikmund

Chapter 6:

Problem Definition and the

Research Proposal


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A Sea Horses Tale


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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

ObservationSecondary

Data StudyLaboratory Field Interview Questionnaire

Selection ofexploratory research

techniqueSampling

Probability Nonprobability

Collection of

data

(fieldwork)

Editing and

coding

data

Data

processing

Interpretation

of

findings

Report

DataGathering

DataProcessing

andAnalysis

Conclusionsand Report

Research Design

Problem Discoveryand Definition


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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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Problem Definition

The indication of a specific business

decision area that will be clarified by

answering some research questions.


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Statement of

Research Objectives

Problem Definition

Defining Problem Results in

Clear Cut Research Objectives

Exploratory

Research

(Optional)

Analysis ofthe Situation

Symptom Detection


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The Process of

Problem DefinitionAscertain the

decision makers

objectives

Understand

background of

the problem

Isolate/identify

the problem, not

the symptoms

Determine unit of

analysis

Determine

relevant variables

State research

questions and

objectives


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10

Ascertain the Decision Makers

Objectives Decision makers objectives

Managerial goals expressed in measurable

terms.


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The Iceberg Principle

The principle indicating that the dangerouspart of many business problems is neither

visible to nor understood by managers.


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12

Understand the Background of

the Problem Exercising judgment

Situation analysis - The informal gathering

of background information to familiarize

researchers or managers with the decision

area.


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13

Isolate and Identify the Problems,

Not the Symptoms Symptoms can be confusing


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Symptoms Can Be ConfusingTwenty-year-old neighborhood swimming

association:

Membership has been declining for years.

New water park -residents prefer the

expensive water park????

Demographic changes: Children have

grown up


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Problem Definition

Organization Symptoms Based on Symptom True Problem

Twenty-year-old

neighborhood

swimming

association in a

major city.

Membership has been

declining for years.

New water park with

wave pool and water

slides moved into

town a few years ago.

Neighborhood

residents prefer the

expensive water

park and have

negative image of

swimming pool.

Demographic changes:

Children in this 20-

year-old neighborhood

have grown up. Older

residents no longer

swim anywhere.


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TOTIEMUL

ESTO

What Language Is Written on

This Stone Found byArchaeologists?


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TOTI

EMUL

ESTO

The Language Is English: To Tie

Mules To


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18

Determine theU

nit ofA

nalysis Individuals, households, organizations, etc.

In many studies, the family rather than the

individual is the appropriate unit of

analysis.


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Determine the Relevant Variable Anything that may assume different

numerical values


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Types of Variables Categorical

Continuous

Dependent

Independent


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Hypothesis An unproven proposition

A possible solution to a problem

Guess


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22

State the research questions andresearch objectives


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If you do not know where you are going,

any road will take you there.


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Statement of

businessproblem

Exploratory

research(optional)

Statement of

businessproblem

Broad

researchobjectives

Specific

Objective 1

Specific

Objective 2

Specific

Objective 3

Research

DesignResults


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The Process of

Problem DefinitionAscertain the

decision makers

objectives

Understand

background of

the problem

Isolate/identify

the problem, not

the symptoms

Determine unit of

analysis

Determine

relevant variables

State research

questions and

objectives


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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 of Sample 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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Anticipating Outcomes

Dummy tables

Representations of the actual tables that will

be in the findings section of the final report;

used to gain a better understanding of what

the actual outcomes of the research will be.


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research methodology by william g. zikmund

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