business research methods william g zikmundcyclass…

1、Research Problem DefinitionAssistant Professor Dr. Chanin YoopetchProblemdiscoveryProblem definition(statement ofresearch objectives)Secondary(historical)dataExperiencesurveyPilotstudyCasestudySelection ofexploratory researchtechniqueSelection ofbasic researchmethodExperimentSurveyObservationSeconda

2、ryData StudyLaboratoryFieldInterviewQuestionnaireSelection ofexploratory researchtechniqueSamplingProbabilityNonprobabilityCollection ofdata(fieldwork)Editing andcodingdataDataprocessingInterpretationoffindingsReportDataGatheringDataProcessingandAnalysisConclusionsand ReportResearch DesignProblem Di

3、scoveryand DefinitionCOMPLETELYCERTAINABSOLUTEAMBIGUITYCAUSAL ORDESCRIPTIVEEXPLORATORYUncertainty Influences the Type of ResearchProblem Discovery and DefinitionFirst stepProblem, opportunity, or monitor operationsDiscovery before definitionProblem means management problem“The formulation of the pro

4、blem is often more essential than its solution.”Albert EinsteinProblem DefinitionThe indication of a specific business decision area that will be clarified by answering some research questions.Statement of Research ObjectivesProblem DefinitionDefining Problem Results inClear Cut Research ObjectivesE

5、xploratoryResearch(Optional)Analysis of the SituationSymptom DetectionThe Process ofProblem DefinitionAscertain the decision makers objectivesUnderstand background of the problemIsolate/identify the problem, not the symptomsDetermine unit of analysisDetermine relevant variablesState research questio

6、ns and objectives9Ascertain the Decision Makers ObjectivesDecision makers objectivesManagerial goals expressed in measurable terms.The Iceberg PrincipleThe principle indicating that the dangerous part of many business problems is neither visible to nor understood by managers.11Understand the Backgro

7、und of the ProblemExercising judgmentSituation analysis - The informal gathering of background information to familiarize researchers or managers with the decision area.12Isolate and Identify the Problems, Not the SymptomsSymptoms can be confusingSymptoms Can Be ConfusingTwenty-year-old neighborhood

8、 swimming association:Membership has been declining for years. New water park -residents prefer the expensive water park?Demographic changes: Children have grown up Problem DefinitionOrganizationSymptoms Based on Symptom True ProblemTwenty-year-old neighborhood swimming association in a major city.M

9、embership 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

10、residents no longer swim anywhere.15Determine the Unit of AnalysisIndividuals, households, organizations, etc.In many studies, the family rather than the individual is the appropriate unit of analysis.16Determine the Relevant VariableAnything that may assume different numerical valuesTypes of Variab

11、lesCategoricalContinuousDependentIndependent HypothesisAn unproven propositionA possible solution to a problemGuess19State the research questions and research objectivesIf you do not know where you are going,any road will take you there.Statement of business problemExploratory research (optional)Sta

12、tement of business problemBroad research objectivesSpecific Objective 1Specific Objective 2Specific Objective 3Research DesignResultsThe Process ofProblem DefinitionAscertain the decision makers objectivesUnderstand background of the problemIsolate/identify the problem, not the symptomsDetermine uni

13、t of analysisDetermine relevant variablesState research questions and objectivesTheory Building and Observation MethodsTheories Theories are nets cast to catch what we call “the world”: to rationalize, to explain, and to master it. We endeavor to make the mesh ever finer and finer. Karl R. PopperTwo

14、 Purposes Of TheoryPredictionUnderstandingTheoryA coherent set of general propositions used as principles of explanation of the apparent relationships of certain observed phenomena.Concept (or Construct)A generalized idea about a class of objects, attributes, occurrences, or processes that has been

15、given a nameBuilding blocks that abstract reality “l(fā)eadership,” “productivity,” and “morale”“gross national product,” “asset,” and “inflation” Vegetation Fruit Banana Reality Increasingly more abstractA Ladder Of Abstraction For ConceptsScientific Business Researchers Operate at Two LevelsAbstract l

16、evel concepts propositionsEmpirical levelvariableshypothesesDefinitionsAbstract level -In theory development, the level of knowledge expressing a concept that exists only as an idea or a quality apart from an object.Empirical level -Level of knowledge reflecting that which is verifiable by experienc

17、e or observation.Theory Building A Process Of Increasing AbstractionTheories Propositions Concepts Observation of objectsand events (reality ) Increasingly more abstractCONCEPTSOBSERVATION OF OBJECTS AND EVENTS (REALITY)EmpiricalLevelAbstractLevelConcepts are Abstractions of RealityScientific Method

18、 The use of a set of prescribed procedures for establishing and connecting theoretical statements about events and for predicting events yet unknown.Abstract LevelConcepts abstract reality.Propositions are statements concerned with the relationships among concepts.Always makes four sales calls a day

19、Dollar bonus for sales volume over quotaConcept B(Habits)Hypothesis at Empirical LevelConcept A(Reinforcement)Proposition at Abstract LevelA hypothesis is a proposition that is empirically testable. It is an empirical statement concerned with the relationship among variables.A variable is anything t

20、hat may assume different numerical values.Deductive ReasoningThe logical process of deriving a conclusion from a known premise or something known to be true. We know that all managers are human beings. If we also know that John Smith is a manager, then we can deduce that John Smith is a human being.

21、Inductive ReasoningThe logical process of establishing a general proposition on the basis of observation of particular facts. All managers that have ever been seen are human beings; therefore all managers are human beings.FalsificationistYou cannot prove the theory that it is correct, but you can di

22、sprove it. Assessrelevant existingknowledgeFormulateconcepts &PropositionsStatementof HypothesesDesign researchAcquire empiricaldataAnalyze &evaluate dataProvide explanation-state newproblemThe Scientific Method: An Overview “YOU SEE, BUT YOU DO NOT OBSERVE.” Sherlock HolmesScientific Observation Is

23、 SystematicWhat Can Be Observed?Physical actionsVerbal behaviorExpressive behaviorSpatial relations and locationsTemporal patternsVerbal and pictorial recordsPhenomena ExampleHuman behavior or physical Shoppers movementactionpattern in a storeVerbal behaviorStatements made byairline travelers who wa

24、itin lineExpressive behaviorFacial expressions, tone of voice, and other form of body languageWhat Can Be ObservedPhenomenaExampleSpatial relationsHow close visitors at anand locationsart museum stand to paintingsTemporal patternsHow long fast-food customerswait for their order to be servedPhysical

25、objectsWhat brand name items are stored in consumers pantriesVerbal and Pictorial Bar codes on product packagesRecordsWhat Can Be ObservedCategories of ObservationHuman versus mechanicalVisible versus hiddenDirectContrived (artificial environment)Observation of Human BehaviorBenefitsCommunication with respondent is not necessaryData without distortions due to self-report (e.g.: without social desirability) BiasNo need to rely on respondents memoryNonverbal