1. Copyright Reserved by Dr. Kanlaya Vanichbuncha1 Business Research Methodology by Associate Prof. Dr. Kanlaya Vanichbuncha Faculty of Commerce & Accountancy Chulalongkorn University

2. Copyright Reserved by Dr. Kanlaya Vanichbuncha2 Research The systematic and objective process of gathering, recording, and analyzing data for aid in making business decision

3. Copyright Reserved by Dr. Kanlaya Vanichbuncha3 Type of Research 1.Basic Research 2.Applied Research

4. Copyright Reserved by Dr. Kanlaya Vanichbuncha4 Basic Research (Pure Research) Research that is intended to expand the boundaries of knowledge itself; conducted to verify the acceptability of a given theory.

5. Copyright Reserved by Dr. Kanlaya Vanichbuncha5 Applied Research Answer questions about specific problems or to make decisions about a particular course of action or policy decision.

6. Copyright Reserved by Dr. Kanlaya Vanichbuncha6 Type of Business Research Exploratory Research Descriptive Research Casual Research

7. Copyright Reserved by Dr. Kanlaya Vanichbuncha7 Exploratory Research Both quantitative and qualitative techniques are applied. Objectives: Diagnostic a situation Screening alternatives Discovering new ideas

8. Copyright Reserved by Dr. Kanlaya Vanichbuncha8 Exploratory Studies Initial research conducted to clarify and define the nature of a problem. Exploratory studies are conducted to clarify ambiguous problems. “ Would people be interested in our new product idea? ”

9. Copyright Reserved by Dr. Kanlaya Vanichbuncha9 Types of Exploratory Research Experience Survey Secondary Data Analysis Case Study Method Pilot Studies

10. Copyright Reserved by Dr. Kanlaya Vanichbuncha10 Exploratory Research 1.Experience Survey An exploratory research technique in which individuals who are knowledgeable about a particular research problem are surveyed. Interviews a small number of experienced people who have been carefully selected (not random).

11. Copyright Reserved by Dr. Kanlaya Vanichbuncha11 2.Secondary Data Analysis Preliminary review of data collected for another purpose to clarify issues in the early stage of research effort Save time and money Important in applied research Exploratory Research

12. Copyright Reserved by Dr. Kanlaya Vanichbuncha12 3.Case Study Method An exploratory research technique that intensively investigates one or a few situations to the research ’ s problem situation. Exploratory Research

13. Copyright Reserved by Dr. Kanlaya Vanichbuncha13 4.Pilot Studies (For Qualitative Analysis) A collective term used to describe any small-scale exploratory research technique that uses sampling, but does not apply rigorous standards. Collect primary data from general samples (employees, consumers, etc.) Exploratory Research

14. Copyright Reserved by Dr. Kanlaya Vanichbuncha14 Types of Pilot Studies Focus Group Depth Interview

15. Copyright Reserved by Dr. Kanlaya Vanichbuncha15 I. Focus Group Interview An unstructured, free-flowing interview with a small groups of people. New-product concept Reaction toward a new-product concept Consist of moderator and 6-20 participants who discuss a single topics.

16. Copyright Reserved by Dr. Kanlaya Vanichbuncha16 Advantages of Focus Group Easy to execute Quick Snowballing Stimulation Security

17. Copyright Reserved by Dr. Kanlaya Vanichbuncha17 Focus Group Homogeneity Group Telephone Online Videoconference

18. Copyright Reserved by Dr. Kanlaya Vanichbuncha18 II. Depth Interview A relatively unstructured, extensive interview used in the primary stages of the research process.

19. Copyright Reserved by Dr. Kanlaya Vanichbuncha19 Descriptive Research Research designed to describe characteristics of a population or a phenomenon. Describe characteristics of a population Seek to determine the answers to who, what, when, where, and how questions. “ What kind of people favor … ? ” “ Why do you feel that way? ”

20. Copyright Reserved by Dr. Kanlaya Vanichbuncha20 Casual Research Research conducted to identify cause-effect relationships among variables where the research problem has already been narrowly defined. “ Predicting the influence of price, packaging, advertising on sales ”

21. Copyright Reserved by Dr. Kanlaya Vanichbuncha21 Scientific Method Techniques or procedures used to analyze empirical evidence in an attempt to confirm or disprove prior conceptions.

22. Copyright Reserved by Dr. Kanlaya Vanichbuncha22 Stage in Research Process 1.Defining the Problem 2.Planning a Research Design 3.Planning a Sample 4.Gathering the Data 5.Processing and Analyzing the Data 6.Formulating Conclusions and Preparing the Report

23. Copyright Reserved by Dr. Kanlaya Vanichbuncha23 Defining the Problem Planning a Research Design Planning a Sample Gathering the Data Processing and Analyzing the Data Formulating Conclusion and Preparing the Report

24. Copyright Reserved by Dr. Kanlaya Vanichbuncha24 Flowchart of the Research Process

25. Copyright Reserved by Dr. Kanlaya Vanichbuncha25 Problem Discovery Selection of Exploratory Research Technique Secondary Data Pilot Survey Experience Survey Case Study Problem Definition Research Objectives A Flowchart of the Research Process

26. Copyright Reserved by Dr. Kanlaya Vanichbuncha26 Flowchart of the Research Process A Selection of Basic Research Method Observation Secondary Data Experiment Lab Field Survey Interview Questionnaire B Research Design

27. Copyright Reserved by Dr. Kanlaya Vanichbuncha27 Flowchart of the Research Process B Selection of Sample Design Sampling ProbabilityNon-Probability Collection Data Data Gathering C

28. Copyright Reserved by Dr. Kanlaya Vanichbuncha28 Flowchart of the Research Process C Editing and Coding Data Data Processing Interpretation of Finding Report Data Processing and Analysis Continuous and Report

29. Copyright Reserved by Dr. Kanlaya Vanichbuncha29 Research Objective The purpose of the research in measurable terms; the definition of what the research should accomplish.

30. Copyright Reserved by Dr. Kanlaya Vanichbuncha30 Example of Business Problem Translated into Research Objective Problem / Questions Research Questions Research Objectives 1. Do employees with ≥ 10 years of services have different awareness levels, etc. than employees with < 10 years of services? Do the answers to the above questions differ by employee ’ s years of services? To compare levels of awareness, evaluation etc. managers with ≥ 10 years of service with managers with < 10 years of service,

31. Copyright Reserved by Dr. Kanlaya Vanichbuncha31 Example of Business Problem Translated into Research Objective Problem / Questions Research Questions Research Objectives 2. Should the services be provided by in-house personnel or outside consultants? - Would managers prefer in-house personnel or outside consultants? - How much would each alternative cost? - To measure managers’ perceived benefits and disadvantages of in-house versus outside consultants. - To measure managers’ preference of alternative if discharge occurred. - To identify costs associated with each alternative.

32. Copyright Reserved by Dr. Kanlaya Vanichbuncha32 Scale Type of ScaleNumerical OperationDescriptive Statistics NominalCounting Frequency in each category Percentage in each category Mode OrdinalRank ordering Median Range Percentile ranking Interval Arithmetic operation in intervals between numbers Mean Standard deviation Variance ScaleArithmetic operation in actual quantities Geometric mean Coefficient of variation

33. Copyright Reserved by Dr. Kanlaya Vanichbuncha33 บรรณานุกร ม กัลยา วานิชย์บัญชา การใช้ SPSS For Windows ในการวิเคราะห์ข้อมูล กัลยา วานิชย์บัญชา การวิเคราะห์สถิติ : สถิติ สำหรับการบริหารและวิจัย กัลยา วานิชย์บัญชา “ สถิติสำหรับงานวิจัย ” กัลยา วานิชย์บัญชา “ ระเบียบวิธีวิจัย ”