Session 7, 8

Jan 29, 2015

The Research Proposal : A Planning Tool

Problem Definition

Purpose, variables of interest, hypothesis, data availability, research feasibility

Basic Research

Design

What type of research design exploratory, descriptive, experimental, mixed? Sample, Data gathering, Analytical strategy

Reporting & Overall

Evaluation

Dummy Tables, Format, Presentations, Draft report, Reporting Schedule, Executive Summary, Managerial insights and implications

Cost, outsourcing decisions, time frame - deadlines

Research Design: Definition

A research design is a framework or

blueprint for conducting the research project.

It details the procedures necessary for

obtaining the information needed to structure

or solve business research problems.

Components of a Research Design

Define the information needed

Design the exploratory, descriptive, and/or causal

phases of the research.

Specify the measurement and scaling procedures

Construct and pretest a questionnaire

(interviewing form) or an appropriate form for data

collection

Specify the sampling process and sample size

Develop a plan of data analysis

Research Design-Cause Related Marketing

Stage 1: Exploratory research was conducted to identify social causes

(Secondary data analysis and focus groups)

The following issues were identified : Child care, drug abuse, public education,

hunger, crime, environment, medical research, poverty.

Stage 2 : A random sample of 2000 Americans were surveyed ( Descriptive

cross sectional survey)

61% respondents said that if the price and quality are same, they would switch

to a brand that support good causes.

68% were likely to pay more for brands linked to a social cause

The relative salience of social causes that business should address was

Computed

A Classification of Business Research Designs

Single Cross-

Sectional Design

Multiple Cross-

Sectional Design

Research Design

Conclusive

Research Design Exploratory Research

Design

Descriptive

Research

Causal Research

Cross-Sectional

Design

Longitudinal

Design

Exploratory & Conclusive Research Differences

Objective:

Character-

istics:

Findings/

Results:

Outcome:

To provide insights and

understanding

Information needed is defined

only loosely. Research process is

flexible and unstructured.

Sample is small and non-

representative. Analysis of

primary data is qualitative

Tentative

Generally followed by further

exploratory or conclusive

research

To test specific hypotheses and

examine relationships

Information needed is clearly

defined. Research process is formal

and structured. Sample is large and

representative. Data analysis is

quantitative

Conclusive

Findings used as input into decision

making

Exploratory Conclusive Table 3.1

A Comparison of Basic Research Designs

Objective:

Characteristics:

Methods:

Discovery of ideas

and insights

Flexible, versatile

Often the front end

of total research

design

Expert surveys

Pilot surveys

Case studies

Secondary data:

qualitative analysis

qualitative research

Describe market

characteristics or

functions

Marked by the prior

formulation of specific

hypotheses

Preplanned and

structured design

Secondary data:

quantitative analysis

Surveys

Panels

Observation and other

data

Determine cause

and effect

relationships

Manipulation of

independent

variables, effect

on dependent

variables

Control mediating

variables

Experiments

Exploratory Descriptive Causal Table 3.2

What is Qualitative Research?

Qualitative business research

Research that addresses business objectives through

techniques that allow the researcher to provide

elaborate interpretations of phenomena without

depending on numerical measurement

Its focus is on discovering true inner meanings and new

insights.

Researcher-dependent

Researcher must extract meaning from unstructured

responses such as text from a recorded interview or a

collage representing the meaning of some

experience.

Uses of Qualitative Research

Qualitative research is useful when:

It is difficult to develop specific and actionable

decision statements or research objectives.

The research objective is to develop a detailed and

in-depth understanding of some phenomena.

The research objective is to learn how a phenomenon

occurs in its natural setting or to learn how to express

some concept in colloquial terms.

The behavior the researcher is studying is particularly

context-dependent.

A fresh approach to studying the problem is needed.

Quantitative business research

Descriptive and conclusive

Addresses research objectives through empirical

assessments that involve numerical measurement and

statistical analysis.

Qualitative business research

Exploratory

Uses small versus large samples

Asks a broad range of questions versus structured questions

Subjective interpretation versus statistical analysis

Comparing Qualitative and Quantitative Research

Contrasting Exploratory and Confirmatory Research

Qualitative data

Data that are not characterized by numbers but rather

are textual, visual, or oral.

Focus is on stories, visual portrayals, meaningful

characterizations, interpretations, and other expressive

descriptions.

Quantitative data

Represent phenomena by assigning numbers in an

ordered and meaningful way.

Qualitative Research Orientations

Major Orientations of Qualitative Research

1. Phenomenology originating in philosophy and

psychology

2. Ethnography originating in anthropology

3. Grounded theory originating in sociology

4. Case studies originating in psychology and in

business research

What Is a Phenomenological Approach to Research?

Phenomenology

A philosophical approach to studying human

experiences based on the idea that human

experience itself is inherently subjective and

determined by the context in which people live.

Seeks to describe, reflect upon, and interpret

experiences.

Relies on conversational interview tools and

respondents are asked to tell a story about some

experience.

What Is Hermeneutics?

Hermeneutics

An approach to understanding phenomenology that

relies on analysis of texts through which a person tells

a story about him- or herself.

Hermeneutic Unit

story or provided by the researcher.

What Is Ethnography?

Ethnography

Represents ways of studying cultures through

methods that involve becoming highly active within

that culture.

Participant-observation

An ethnographic research approach where the

researcher becomes immersed within the culture that

he or she is studying and draws data from his or her

observations.

What Is Grounded Theory?

Grounded Theory

Represents an inductive investigation in which the

researcher poses questions about information

provided by respondents or taken from historical

records.

The researcher asks the questions to him or herself and

repeatedly questions the responses to derive deeper

explanations.

Key questions:

What is happening here?

How is it different?

What Are Case Studies?

Case Studies

The documented history of a particular person, group,

organization, or event.

Themes

Are identified by the frequency with which the same

term (or a synonym) arises in the narrative

description.

Common Qualitative Research Tools

Focus Groups

https://www.youtube.com/watch?v=0gR1zu7i0-E

https://www.youtube.com/watch?v=0gR1zu7i0-Ehttps://www.youtube.com/watch?v=0gR1zu7i0-Ehttps://www.youtube.com/watch?v=0gR1zu7i0-E

A Focus Group Is . . .

What

A carefully planned

discussion

To obtain

perceptions of a

defined interest

area

A Focus Group Is . . .

Where

In a permissive,

non-threatening

environment

A Focus Group Is . . .

Who

Approximately seven

to ten people

With common

characteristics

relating to discussion

topic

A Focus Group Is . . .

How

Conducted by a

trained interviewer

(moderator,

facilitator).

Three focus groups

are the minimum for

a study

Why Do Focus Groups?

To collect qualitative data To determine feelings, perceptions and manner of thinking of participants regarding products, services, programs or opportunities

Attitudes and perceptions are developed in part by interaction with other people

To promote self-disclosure among participants

It's dangerous to take "customers" for granted

When to Conduct Focus Groups

Focus groups are effective when o People have something to share (motivations)

o The goal is to understand human behavior

Focus groups are not effective when o People are divided or angry

o The goal is to gather factual information

Selecting Participants

Participants are similar

General selection rules: Set exact specification

Maintain control of the selection process

Use the resources of the sponsoring organization in recruiting

Beware of bias

Develop a pool of eligible participants and then randomly select

Selection Strategies

List

Piggyback

On location

Nominations

Random phone screening

Ads in newspapers and bulletin boards

Incentives for Participants

Money

Food

Gifts

Positive, upbeat

invitation

Systematic Notification Procedures

1. Set meeting times for interviews

2. Contact potential participants by phone

or in person (2 weeks before meeting

time)

3. Send a personalized invitation

4. Phone (or contact) each person the day

before the focus group