Bài giảng Business Research Methods - Chapter 4: The Research Process: An Overview

The Research Process: An OverviewChapter 4Learning ObjectivesUnderstand That research is decision- and dilemma-centered. That the clarified research question is the result of careful exploration and analysis and sets the direction for the research project.Learning ObjectivesUnderstand . . . How value assessments and budgeting influence the process for proposing research, and ultimately, research design. What is included in research design, data collection, and data analysis. Research process problems to avoid.Research Thought Leaders“Listening is the front end of decision making. It’s the surest, most efficient route to informing the judgments we need to make.”Bernard Ferrari, consultant, Ferrari Consultancy, LLC,and former director at McKinsey & CompanyThe Research ProcessStage 1: Clarifying the Research questionStage 2: Proposing ResearchStage 3: Designing the ResearchStage 4: Data Collection & PreparationStage 5: Data Analysis & InterpretationStage 6: Reporting the ResultsStage 1: Clarifying the Research QuestionManagement-research question hierarchy process begins by identifying the management dilemmaStage 1: Clarifying the Research QuestionStep 1: Discover the Management DilemmaStage 1: Clarifying the Research QuestionStep 2: Define the Management QuestionStage 1: Clarifying the Research QuestionStep 3: Define the Research QuestionEvaluating the Value of ResearchOption AnalysisDecision TheoryPrior or Interim EvaluationEx Post Facto EvaluationStage 2: Proposing ResearchBudget TypesRule-of-thumbDepartmentalTaskThe Research ProposalDeliveryWritten proposals establishTimingBudgetsExtentLegally-bindingcontractObligationsMethodsPurposeStage 3: Designing the Research Stage 3: Designing the ResearchThe Research ProjectResearch DesignSamplingDesignPilot TestingStage 4: Data CollectionData CharacteristicsAbstractnessVerifiabilityElusivenessClosenessCollecting Sensitive Data Demands SafeguardsScotts used a healthcare management company to collect sensitive wellness data during annual health assessments to preserve participant confidentiality.Data TypesPrimarySecondaryStage 5: Data Analysis &InterpretationSteps in Data Analysis and InterpretationReduce data to manageable sizeDevelop summariesLook for patternsApply statistical techniquesStage 6: Reporting the ResultsParts of the Research ReportResearch ReportExecutiveSummaryResearchOverviewTechnicalAppendixImplementationStrategiesThe Research Report OverviewProblem’s backgroundSummary of exploratory findingsResearch design and proceduresConclusionsResearch Process Problems to AvoidIll-defined management problemUnresearchable questionsPolitically-motivated researchResearch Process Problems to AvoidCompany Database Strip-miningFavored Techniques SyndromeKey TermsCensusDataPrimary dataSecondary dataData analysisDecision ruleexplorationInvestigative questionsManagement dilemmaManagement questionManagement-research question hierarchyPilot testResearch designResearch processResearch questionsSampleTarget populationAdditional Discussion opportunitiesChapter 4Snapshot: The Container StorePicProfile: Emerging ResearchSnapshot: Moms Video InsightsResearch Thought Leaders“Learning to ask empowering questions—especially in moments of crisis—is a critical skill that will ultimately shape the meanings you create.”Anthony Robbinsfounder Robbins Research International, Inc.PulsePoint: Research Revelations49The percent of hiring managers who discovered a lie on a résumé .The Research Process: An OverviewChapter 4Photo AttributionsSlideSource18James Woodson/Getty Images20©Pamela S. Schindler23Desugb Oucs/Kristy -Anne Glubish28Courtesy of The Container Store29Courtesy of Greenbook, 2012 Greenbook Research Trends Report30Marcus Thomas LLC; A©Brand X Pictures/Jupiterimages