1. MKT 300 Research Methods for Business Mishari Alnahedh

2. LECTURE 2: The Research Process

3. Uncertainty Influences the Type of Research
Types of Research
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Exploratory
Descriptive
Causal
Uncertainty Influences the Type of Research
CAUSAL OR
DESCRIPTIVE
EXPLORATORY
COMPLETELY
CERTAIN
ABSOLUTE
AMBIGUITY

4. Degree of Problem Definition
Types of Research
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Degree of Problem Definition
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?”
possible situation

5. Exploratory Research Descriptive Research Types of Research
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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
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
Retirement benefits is a variable. Intention to leave the organization is another variable.

6. Causal Research Types of Research
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Causal Research
Conducted to identify cause and effect relationships
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 In other words: NONSUPERIOUS ASSOCIATION In other words: Not due to a third factor
Retirement benefits is a variable. Intention to leave the organization is another variable.

7. Causality Types of Research Mishari Alnahedh
Retirement benefits is a variable. Intention to leave the organization is another variable.

8. Causality Types of Research Mishari Alnahedh
Retirement benefits is a variable. Intention to leave the organization is another variable.

9. Causality Types of Research Mishari Alnahedh
Retirement benefits is a variable. Intention to leave the organization is another variable.

10. The Business Research Process
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Selection of
exploratory research
technique
Problem
discovery
Problem Discovery
and Definition
Sampling
Selection of
exploratory research
technique
Probability
Nonprobability
Secondary
(historical)
data
Experience
survey
Pilot
study
Case
study
Collection of
data
(fieldwork)
Data
Gathering
Data
Processing
and
Analysis
Editing and
coding
data
Problem definition
(statement of
research objectives)
Data
processing
Selection of
basic research
method
Research Design
Conclusions
and Report
Interpretation of
findings
Experiment
Survey
Observation
Secondary
Data Study
Report
Laboratory
Field
Interview
Questionnaire

11. The Business Research Process
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Problem Discovery
Selection of Sample Design
Exploratory Research
Collection of the Data
Selection of the Basic Research Method

12. The Business Research Process
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Editing and Coding
Report
Data Processing
Interpretation of the Findings

13. The Business Research Process
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14. The Business Research Process
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“The formulation of the problem is often more essential than its solution.”
- Albert Einstein

15. Determine the Unit of Analysis
The Business Research Process
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Determine the Unit of Analysis
Individuals, households, organizations, etc.
In many studies, the family rather than the individual is the appropriate unit of analysis
Determine the Dependent and Independent Variables
Variable vs. Constant
Dependent Variable: A process outcome of a variable that is predicted and/or explained by other variables.
Independent Variable: A variable that is expected to influence the dependent variable in some way.

16. Determine the Types of Variables
The Business Research Process
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Determine the Types of Variables
Continuous variable: A variable that can take on a range of values that correspond to some quantitative amount. Ex: Age, number of years, return on investment
Categorical variable: A variable that indicates membership in some group. Ex: Major, position in a company, type of interview …
Dichotomous/dummy variable: A variable that can take one of two values. Ex: Gender, leader or follower?, member or not (0,1)?

17. The Business Research Process
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Research Method

18. Research Design The Business Research Process Master plan
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Research Design
Master plan
Framework for action
Specifies methods and procedures

19. Basic Research Methods
The Business Research Process
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Basic Research Methods
Surveys
Experiments
Secondary data
Observation

20. Selecting a Sample Sample: subset SAMPLE of a larger population.
The Business Research Process
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Selecting a Sample
Sample: subset
of a larger population.
SAMPLE
POPULATION