How I learned to do research by shopping online Marion Fass Beloit College

It was time for a new pair of shoes to start the school year The research questions- The research questions- What kind of shoes should I buy? (THE RESEARCH QUESTION) What kind of shoes should I buy? (THE RESEARCH QUESTION) Athletic shoes Athletic shoes Flat shoes Flat shoes Boots Boots Where can I get the best deal? Where can I get the best deal? What are the qualities of the shoes? What are the qualities of the shoes? How reputable is the site? How reputable is the site?

Refine the question What is the purpose of my shoe purchase? What needs does it fill? What is the purpose of my shoe purchase? What needs does it fill? (The research question- what am I trying to really find out) (The research question- what am I trying to really find out)

First the online data source: TOO MANY OPTIONS-

I think I’ll look at athletic shoes Choose “athletic shoes” Choose “athletic shoes” Choose size Choose size Oh no, now choose brand (I like New Balance) Oh no, now choose brand (I like New Balance) There are 94 options There are 94 options I like this one, but is it too expensive? Do others rate it as well? I like this one, but is it too expensive? Do others rate it as well?

Try another site for more info ON SALE at Onlineshoes.com Testing hypotheses with more information I can save $18.00!! But are there more colors? The grey isn’t in my size. FREE shipping, just like Zappos, but reduced price.

$10 off $50 or more And free shipping But they don’t have the right style KEEP LOOKING... Try a Google search Zappos has the best color, but not the best price. No coupons

Try Joe’s New Balance Outlet Keep trying for more information Each site helps me refine my purchase In research, we continue to look for more data to expand our understanding of our hypothesis. Joe’s has the shoes I want, at the right price, but no free shipping... $59.95 plus $4.95 Let’s keep refining the search.

What I learned from my shopping First you define and refine the research question What kind of shoes do I want? What kind of athletic shoes are best? Of all the athletic shoes in my brand, how do I choose the one to buy? How much am I willing to spend? Then you collect more data One set of data may not help you refine your question. Look for alternative data Similar shoes Different stores with better prices Cost of shipping

Developing my report- I had a big question I had a big question Narrowed it to one that I could find an answer for Narrowed it to one that I could find an answer for Searched for alternative data to test my hypotheses Searched for alternative data to test my hypotheses Supported my decision Supported my decision Pushed BUY. Pushed BUY. One set of information alone isn’t enough. I saved $18 by gathering more information. Research is an iterative process- so is shopping wisely. One set of information alone isn’t enough. I saved $18 by gathering more information. Research is an iterative process- so is shopping wisely.