Research Process Overview

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Research Process Overview

• Research is most needed when the decision
  involves
• Uncertainty lack of information about
  alternatives. Dont know what the future holds.
• Ambiguity The problem is unclear. Objectives
  are vague and alternatives difficult to define.

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• Research can be classified by function and
  technique

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Functions of the research

• Exploratory clarifies ambiguous problems. You
  dont want to study what you dont understand.
• Clarifies the problem and identify information
  for future study
• Not to provide conclusive evidence for a course
  of action
• The expectation is that other research will
  follow

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Functions of the research

• Descriptive research Describes characteristics
  of the phenomena or population of interest.
• Who, what, when, how?
• Looking at facts and concepts, not propositions
  (directional relationships)
• Often involves identifying differences groups
  and other phenomena

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Functions of the research

• Causal research Identify cause-effect
  relationships between variables
• Normally follows exploratory and descriptive
• Usually starts out with prediction of the
  relationship

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In science, you generally cant prove causality

• Causality demands
• A temporal sequence
• The variables must also show concomitant
  variation
• We can say the evidence suggests causality.

• Maybe the possibility that a third variable
  caused to vary the same.
• Reverse causality (buy property-value goes up)
• No actual relationship

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Causality

• Conclusion
• Temporal sequence
• Concomitant variation
• No other plausible alternative

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Causality

• Conclusion
• Temporal sequence
• Concomitant variation
• No other plausible alternative

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• Research process stages
• circular
• Overlap
• interrelated and dependent
• Forward and backward linkages

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Exhibit 4.3 4.4

• Problem discovery then definition opportunities
  too!
• Often the most critical and difficult step
• Why?

• Wrong direct
• Inaccurate results
• Not useful to intended audience
• Cost

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Exploratory research to refine the problem into
a testable one

• Secondary (historical) data
• Primary data generated for current study
• Case studies
• Pilot studies may be informal and small scale.
  focus group
• Experience survey

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• Then we must define our research objectives
  What about the problem is to be explored?
• Problems can be translated into testable
  hypothesis
• Statement that can be confirmed or refuted by
  empirical evidence

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Research designs

• Secondary data - historical
• Surveys Mail, telephone, in person
• Most common, most over-used
• Requires respondent participation

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Research designs

• Observation
• Dont depend on respondents
• Non-reactive respondent passive if done right
• Hard to administer
• Some things cant be observed

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Research designs

• Experiment Controls conditions so that one or
  more variables can be manipulated in order to
  test hypotheses
• Often needed for ascertaining cause-effect
• Modify environment for the research
• Laboratory experiments more often for basic
  research

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Evaluating designs

• No one best way
• Cost
• Time
• Effectiveness
• Control
• Meaningful results
• Obtrusiveness
• Statistical needs

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Sampling

• First identify target population
• Then determine how many subjects
• Probability sample (totally random)
• non-probability

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• Data collection
• Pre-testing
•  Conclusions
• Make it less technique oriented and more about
  relevance to audience
• Typically a continuous process research program
  vs. just project.
• Needs to be part of firms overall strategic
  planning

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Ethical Issues

• Subjects right
• Clients rights
• Researchers rights
• Publics rights

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Subjects rights

• Privacy
• Confidentiality
• Anonymity
• Obtrusiveness
• Informed consent?
• Know who is doing the research?
• Know the purpose?

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Clients rights and obligations

• Rights
• Confidentiality
• Receive full, objective and accurate results.
• No overstatements
• Obligations
• Dont use bidding process unethically
• Ask for preliminary study with no intention of
  follow up studies