Types Of Research

Exploratory Descriptive Causal

COMPLETELYCERTAIN

ABSOLUTEAMBIGUITY

CAUSAL ORDESCRIPTIVE

EXPLORATORY

Uncertainty Influences The Type Of Research

Information

Reduces uncertainty Helps focus decision making

Exploratory Research Descriptive Research Causal Research(Unaware of Problem)(Aware of Problem) (Problem Clearly Defined)

“Our sales are declining and “What kind of people are buying “Will buyers purchase more of we don’t know why.” our product? Who buys our our products in a new package?

competitor’s product?” “Would people be interested “Which of two advertising in our new product idea?” “What features do buyers prefer campaigns is more effective?”

in our product?”poss

ible

situ

atio

n

Degree of Problem Definition

Exploratory Research

Secondary data

Experience survey

Pilot studies

Exploratory Research

Initial research conducted to clarify and define the nature of a problem

Does not provide conclusive evidence Subsequent research expected

Descriptive Research

Describes characteristics of a population or phenomenon

Some understanding of the nature of the problem

I keep six honest serving men, (they taught me all I knew), their names are

--Rudyard Kipling

what, and why, and when,

and how,and where and

who.”

Descriptive Research Example

Weight Watchers average customer Woman about 40 years old Household income of about $50,000 At least some college education Trying to juggle children and a job

Descriptive Research Example

Men’s fragrance market 1/3 size of women’s fragrance market But growing at a faster pace Women buy 80 % of men’s fragrances

Causal Research

Conducted to identify cause and effect relationships

Identifying Causality

A causal relationship is impossible to prove.

Evidence of causality: 1. The appropriate causal order of

events 2. Concomitant variation--two

phenomena vary together 3. An absence of alternative

plausible explanations

Stages of the Research Process

Problem Discoveryand Definition

ResearchDesign

Sampling

DataGathering

Data Processingand Analysis

Conclusions andReport

Discovery andDefinition

and so on

Research Stages

Cyclical process - conclusions generate new ideas

Stages can overlap chronologically Stages are functionally interrelated

Forward linkages Backward linkages

Problemdiscovery

Problem definition(statement of

research objectives)

Secondary(historical)

data

Experiencesurvey

Pilotstudy

Casestudy

Selection ofexploratory research

technique

Selection ofbasic research

method

Experiment SurveyObservation Secondary

Data StudyLaboratory Field Interview Questionnaire

Selection ofexploratory research

techniqueSampling

Probability Nonprobability

Collection ofdata

(fieldwork)

Editing andcodingdata

Dataprocessing

Interpretationof

findings

Report

DataGathering

DataProcessingandAnalysis

Conclusionsand Report

Research Design

Problem Discoveryand Definition

Stages In The Research Process

Problem Discovery and Problem Definition

Research Design Sampling Data Gathering Data Processing and Analysis Conclusions And Report

Problem Discovery And Definition

First step Problem, opportunity, or monitor

operations Discovery before definition Problem means management problem

“The formulation of the problem is often more essential than its solution”

Albert Einstein

State the research questions and research objectives

If you do not know where you are going,any road will take you there.

SecondarySecondary(historical)(historical)

DataData

PilotPilot

StudyStudy

ExperienceExperience

SurveySurvey

CaseCaseStudyStudy

ExploratoryExploratory

ResearchResearch

Exploratory Research Techniques Two Examples

Secondary data (historical data) Previously collected Census of population Literature survey

Pilot study A number of diverse techniques

Focus Group Interview

Research Design

Master plan Framework for action Specifies methods and procedures

Basic Research Methods

Surveys Experiments Secondary data Observation

POPULATIONPOPULATION

SAMPLESAMPLESample: Sample: subsetsubsetof a larger populationof a larger population..

Selecting a Sample

Sampling

Who is to be sampled? How large a sample? How will sample units be selected?

Data Gathering Stage

Data Processing and Analysis

Conclusions And Report Writing

Effective communication of the research findings

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

Statement of Research Objectives

Problem Definition

Defining Problem Results inClear Cut Research Objectives

ExploratoryResearch(Optional)

Analysis of the Situation

Symptom Detection