What Did We Learn In Lecture 01?

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Lecture 02
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What Did We Learn In Lecture 01?

• What Is Research?
• What Is Business Research?
• What Isnt Research?
• Characteristics Of Research
• Kinds Of Research
• Basic Or Pure Research
• Applied Research

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Exploratory Research
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• Exploratory research is most commonly
  unstructured, informal research that is
  undertaken to gain background information about
  the general nature of the research problem.
• Exploratory research is usually conducted when
  the researcher does not know much about the
  problem and needs additional information or
  desires new or more recent information.

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Continued.

• Initial research conducted to clarify and define
  the nature of a problem
• Does not provide conclusive evidence
• Subsequent research expected

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Why Conduct Exploratory Research

• Diagnose a situation
• Screening of alternatives
• Discover new ideas

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Uses of Exploratory Research

• Formulate a problem or define a problem more
  precisely
• Identify alternative courses of action
• Develop hypotheses
• Isolate key variables and relationships for
  further examination
• Gain insights for developing an approach to the
  problem
• Establish priorities for further research

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Methods For Exploratory Research

• A variety of methods are available to conduct
  exploratory research
• Secondary Data Analysis
• Experience Surveys
• Case Analysis
• Focus Groups
• Projective Techniques

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Descriptive Research
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• Descriptive research is undertaken to provide
  answers to questions of who, what, where, when,
  and how but not why.
• Describes characteristics of a population or
  phenomenon
• Some understanding of the nature of the problem
• Two basic classifications
• Cross-sectional studies
• Longitudinal studies

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Cross-sectional Studies

• Cross-sectional studies measure units from a
  sample of the population at only one point in
  time.
• Sample surveys are cross-sectional studies whose
  samples are drawn in such a way as to be
  representative of a specific population.
• On-line survey research is being used to collect
  data for cross-sectional surveys at a faster rate
  of speed.

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Longitudinal Studies

• Longitudinal studies repeatedly draw sample units
  of a population over time.
• One method is to draw different units from the
  same sampling frame.
• A second method is to use a panel where the
  same people are asked to respond periodically.
• On-line survey research firms recruit panel
  members to respond to online queries.

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Use of Descriptive Research

• To describe the characteristics of relevant
  groups, such as consumers, salespeople,
  organizations, or market areas.
• To estimate the percentage of units in a
  specified population exhibiting a certain
  behavior.
• To determine the perceptions of product
  characteristics.
• To determine the degree to which marketing
  variables are associated.
• To make specific predictions

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Summarizing
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Exploratory Research Designed to generate basic
knowledge, clarify relevant issues uncover
variables associated with a problem, uncover
information needs, and/or define alternatives for
addressing research objectives. A very flexible,
open-ended process. Descriptive Research (who,
what, where, how) Designed to provide further
insight into the research problem by describing
the variables of interest. Can be used for
profiling, defining, segmentation, estimating,
predicting, and examining associative
relationships.
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Exploratory Descriptive
Objective Discovery of ideas and insights Describe characteristics or functions marked by the prior formulation of specific hypotheses
Characteristics Flexible, versatile Often the front end of total research design Preplanned and structured design
Methods Expert surveys Pilot surveys Secondary data Qualitative research Secondary data Surveys Panels Observation and other data
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Correlational Research
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• Definition
• Whether and to what degree variables are related
• Purpose
• Determine relationships
• Make predictions
• Limitation
• Cannot indicate cause and effect

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• Correlational research are studies that are often
  conducted to test the reliability and predictive
  validity of instruments used for division making
  concerning selection of individuals for the
  likely success in a course of study or a specific
  job.
• Some authors consider this research as a type of
  descriptive research, since it describes the
  current conditions in a situation. However, the
  difference lies in the nature of conditions
  studies.
• A correlational study describes in quantitative
  terms the degree to which the variables are
  related.

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Why the Correlational Research?

• Determine the strength of the relationship
  between two or more variables.
• Determine the direction of the relationship.
• Positive.
• Negative.

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Purpose of Correlational Research

• Correlational studies are carried out to explain
  important human behavior or to predict likely
  outcomes (identify relationships among
  variables).
• If a relationship of sufficient magnitude exists
  between two variables, it becomes possible to
  predict a score on either variable if a score on
  the other variable is known (Prediction Studies).
• The variable that is used to make the prediction
  is called the predictor variable.

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Continued.

• The variable about which the prediction is made
  is called the criterion variable.
• Both scatter plots and regression lines are used
  in correlational studies to predict a score on a
  criterion variable

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Correlation Coefficient

• Ranges from 1.00 to 1.00
• The number indicates the strength of the
  relationship.
• The sign indicates whether the relationship is
  positive or negative.
• Does NOT indicate causality.

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Examples

• What is the relationship between T.V. violence
  and aggressive behavior ?
• This study is to determine the predictive ability
  of high school grade point average (GPA) to
  forecast first to fourth year College GPA.

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Summary

• Correlational research is also known as
  associational research.
• Relationships among two or more variables are
  studied without any attempt to influence them.
• Investigates the possibility of relationships
  between two variables.
• There is no manipulation of variables in
  correlational research.

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Explanatory Research
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• A research in which the principal objective is
  to know and understand the trait and mechanisms
  of the relationship and association between the
  independent and dependent variable.

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Purpose of Explanatory Research

• Explain things not just reporting. Why? Elaborate
  and enrich a theory's explanation.
• Determine which of several explanations is best.
• Determine the accuracy of the theory test a
  theory's predictions or principle.
• Advance knowledge about underlying process.

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Continued.

• Build and elaborate a theory elaborate and
  enrich a theory's predictions or principle.
• Extend a theory or principle to new areas, new
  issues, and new topics
• Provide evidence to support or refute an
  explanation or prediction.
• Test a theory's predictions or principles.

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Lets Put It Together
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