View
230
Download
0
Category
Preview:
Citation preview
8/10/2019 Management Problem, Research Objective, Hypothesis
1/22
1
Session 2
Management problem,
Research objective,Hypothesis
8/10/2019 Management Problem, Research Objective, Hypothesis
2/22
2
8/10/2019 Management Problem, Research Objective, Hypothesis
3/22
Research process flow chart
3
Defineresearchproblem
Review concepts
and theories
Review previousresearch finding
Formulatehypotheses
Designresearch
Collectdata
Analyzedata
Interpretand report
Literature review
8/10/2019 Management Problem, Research Objective, Hypothesis
4/22
Management problem and Research problem
Importance of defining problem
Each step in a research project is important, but the
problem definition is the most important step.
Problem definition involves stating general problem and
identifying the specific components of the research
problem.
Only when the research problem has been clearly defined
can research be designed and conducted properly.
Of all the tasks in a research project, none is more vital tothe ultimate fulfillment of a clients needs than a proper
definition of a research problem.
All the effort, time, and money spent from this point on will
be wasted if the problem is misunderstoodor ill defined.
4
8/10/2019 Management Problem, Research Objective, Hypothesis
5/22
The process of defining Research problem
5
Tasks involved
Discussions
with Decision
Maker(s)
Interviews
with Experts
Secondary
Data
Analysis
Qualitative
Research
Step: 1
Management Decision Problem
Research Problem
Step: 2
Objective/Theoretical Foundations
Research Question
Hypotheses
Specification of Info. Needed
Verbal/Graphical Model
8/10/2019 Management Problem, Research Objective, Hypothesis
6/22
Management problem Vs. Research problem
6
Management Decision Problem Research Problem
Asks what the decision maker
needs to do
Asks what information is needed
and how to it should be obtained
Action oriented Information oriented
Focuses on symptoms Focuses on the underlying causes
8/10/2019 Management Problem, Research Objective, Hypothesis
7/22
Defining the problem
DM: We have seen a decline in the patronage of our store.
R: How do you know that?
DM: Well, it is reflected in our sales and market share.
R: Why do you think your patronage has declined?
DM: I wish I knew!
R: What about competition?
DM: I suspect we are better than competition on some
factors and worse than them on others. R: How do the customers view your store?
DM: I think most of them view it positively, although we mayhave a weak area or two.
7
8/10/2019 Management Problem, Research Objective, Hypothesis
8/22
Defining the problem
After a series of dialogues with the DM and other key
managers, analysis of secondary data, and qualitative
research, the problem was identified as follows:
Management Decision Problem: What should be doneto improve the patronage of Sears.
Research Problem: Determine the relative strengths
and weaknesses of Sears, vis--vis other major
competitors, with respect to factors that influence storepatronage.
8
8/10/2019 Management Problem, Research Objective, Hypothesis
9/22
Defining the problem
The following examples further distinguish between the
management decision problem and the research
problem.
9
Management Decision Problem Research Problem
Should this new product be
introduced?
To determine consumer preferences
and purchase intentions for the
proposed new product.
Should the advertisingcampaign be changed?
To determine the effectiveness of thecurrent advertising campaign.
Should the price of the brand
be increased?
To determine the price elasticity of
demand and the impact on sales and
profits of various levels of prices.
8/10/2019 Management Problem, Research Objective, Hypothesis
10/22
Defining the problem
Class exercise.
10
Management Decision Problem Research Problem
What changes incharacteristics of Lux be made
to increase its market share?
To determine the preference ofproduct characteristics of Safeguard,
Camay and Capri by their users.
Shall we shift to national
distribution channel from
satellite distributors?
To determine the relative reach of
national distributors vis-a-vis satellite
distributors in all major cities.Shall we have 1, 2 or 3 days
training programs for newly
inducted insurance agents?
To determine the relative effectiveness
of 1, 2 and 3 days training programs.
8/10/2019 Management Problem, Research Objective, Hypothesis
11/22
Components of an Approach
Objective/Theoretical Foundations
Analytical Model
Research Questions Hypotheses
Specification of the Information Needed
8/10/2019 Management Problem, Research Objective, Hypothesis
12/22
Verbal ModelStore Patronage
A consumer first becomes aware of department store.
That person then gains an understanding of the store in
terms of factors comprising choice criteria, i.e.,
evaluation.
Based on the evaluation, the consumer forms a degree
of preference for the store. If preference is strong
enough, the consumer will patronize the store
12
8/10/2019 Management Problem, Research Objective, Hypothesis
13/22
Graphical ModelStore Patronage
Graphical modelsare visual. They are used to
isolate variables and to suggest directions of
relationships but are not designed to provide
numerical results.Awareness
Understanding: Evaluation
Preference
Patronage
8/10/2019 Management Problem, Research Objective, Hypothesis
14/22
Mathematical modelsexplicitly specify therelationships among variables, usually in
equation form.
Where
y = degree of preference
= model parameters to be estimated
statistically
Mathematical Models
n
iiixaay
1
0
aa i,0
8/10/2019 Management Problem, Research Objective, Hypothesis
15/22
Graphical ModelHarley-Davidson brand loyalty
15
Beliefs Attitudes PurchaseExperience/Evaluation
LoyaltyRepeat
Purchase
8/10/2019 Management Problem, Research Objective, Hypothesis
16/22
Research Questions and Hypotheses
Research Questions
Hypotheses
Objective/Theoretical
Framework
AnalyticalModel
Research Problem/Objective
8/10/2019 Management Problem, Research Objective, Hypothesis
17/22
Research Questions and Hypotheses
Research questions(RQs) are refined statements ofthe specific components of the problem.
A hypothesis(H) is an unproven statement orproposition about a factor or phenomenon that is ofinterest to the researcher. Often, a hypothesis is apossible answer to the research question.
8/10/2019 Management Problem, Research Objective, Hypothesis
18/22
The airline's Marketrak survey told United Airlines that
"customers wanted more varied and up-to-date food.
The following research questions and hypotheses may be
posed.
RQ1 How important is food for airline customers?
H1: Food is an important factor for airline travelers.
H2: Travelers value branded food.
H3: Travelers prefer larger food portions, but with
consistent quality.
H4: Travelers prefer exotic food.
At United, Food is Uniting the Airline
with Travelers
8/10/2019 Management Problem, Research Objective, Hypothesis
19/22
Hypotheses
A hypothesis (H) is an unproven statement or proposition about afactor or phenomenon that is of interest to the researcher.
It may be a tentative statement about relationships between two ormore variables stipulated by the theoretical framework or the graphicalmodel.
Often a hypothesis is a possible answer to the research question.
Examples: RQ: Do Sears customers exhibit store loyalty?
H: Customers of sears are loyal.
RQ: Which characteristics of Safeguard, Camay and Capri are preferred bytheir users?
H1: Customers of Safeguard prefer the anti-septic characteristic.
H2: Customers of Camay prefer moisturizing quality.
H3: Customers of Capri prefer cleansing quality of the soap.
RQ: What are the reaches (penetration) of national and satellitedistributors?
H: National distributors have greater penetration level.19
8/10/2019 Management Problem, Research Objective, Hypothesis
20/22
8/10/2019 Management Problem, Research Objective, Hypothesis
21/22
Class exercise
Dr. Feroze Laboratory is established in a medium-sizedhospital in Karachi. Looking at the success of laboratorychains like Aga Khan, Dr. Essasand Dr. Ehasanullah, theytoo are mulling over the option of opening a lab-chain. Theyare not sure if there is any more opportunity left to openanother lab-chain in the city. To take decision, they need
further accurate information. So, they decided to undertake aresearch in this regard.
You are to formulate the following:
Management Decision problem
Research problem Research objective
A verbal/graphical model
Research question(s)
Hypotheses21
8/10/2019 Management Problem, Research Objective, Hypothesis
22/22
22
Next Assignment
Research design
Present summary of text material that you read and the
Research article. Only three slides. First slide should containCompanys name, topic of research and students name.
Bring a printout (Black & White) for approval
Recommended