1. The Research Process: An Overview
Chapter 4
The Research Process: An Overview

2. Learning Objectives Understand …
That research is decision- and dilemma-centered.
That the clarified research question is the result of careful exploration and analysis and sets the direction for the research project.

3. Learning Objectives Understand . . .
How value assessments and budgeting influence the process for proposing research, and ultimately, research design.
What is included in research design, data collection, and data analysis.
Research process problems to avoid.

4. Research Thought Leaders
“Listening is the front end of decision making. It’s the surest, most efficient route to informing the judgments we need to make.”
Bernard Ferrari, consultant,
Ferrari Consultancy, LLC,
and former director at McKinsey & Company

5. The Research Process Stage 1: Clarifying the Research question
Stage 2: Proposing Research
Stage 3: Designing the Research
Stage 4: Data Collection & Preparation
Stage 5: Data Analysis & Interpretation
Stage 6: Reporting the Results

6. Stage 1: Clarifying the Research Question
Management-research question hierarchy process begins by identifying the management dilemma

7. Stage 1: Clarifying the Research Question
Step 1: Discover the Management Dilemma

8. Stage 1: Clarifying the Research Question
Step 2: Define the Management Question

9. Stage 1: Clarifying the Research Question
Step 3: Define the Research Question

10. Evaluating the Value of Research
Option Analysis
Decision Theory
Prior or Interim Evaluation
Ex Post Facto Evaluation

11. Stage 2: Proposing Research
Budget Types
Rule-of-thumb
Departmental
Task

12. The Research Proposal Written proposals establish Purpose Methods
Extent
Legally-binding
contract
Timing
Written
proposals
establish
Obligations
Delivery
Budgets

13. Stage 3: Designing the Research

14. Stage 3: Designing the Research
Project
Sampling
Design
Pilot Testing

15. Stage 4: Data Collection

16. Data Characteristics
Abstractness
Verifiability
Elusiveness
Closeness

17. Collecting Sensitive Data Demands Safeguards
Scotts used a healthcare management company to collect sensitive wellness data during annual health assessments to preserve participant confidentiality.

18. Data Types
Primary
Secondary

19. Stage 5: Data Analysis &Interpretation

20. Steps in Data Analysis and Interpretation
Reduce data to manageable size
Develop summaries
Look for patterns
Data analysis usually involves these four actions. Researchers then interpret their findings in light of the research questions and hypotheses. The raw data alone cannot provide the insights necessary to improve decision-making.
Motorola and Rock the Vote teamed up during the 2004 presidential election to use cell phone surveys to track young voters’ changing perceptions during the campaign. The PicProfile on this research is on p. 88.  
Apply statistical techniques

21. Stage 6: Reporting the Results

22. Parts of the Research Report
Executive
Summary
Research
Overview
Research
Report
Technical
Appendix
Implementation
Strategies

23. The Research Report Overview
Problem’s background
Summary of exploratory findings
Research design and procedures
Conclusions

24. Research Process Problems to Avoid
Ill-defined management problem
Unresearchable questions
Politically-motivated research

25. Research Process Problems to Avoid
Company Database Strip-mining
Favored Techniques Syndrome

26. Key Terms Census Management question Data
Primary data
Secondary data
Data analysis
Decision rule
exploration
Investigative questions
Management dilemma
Management question
Management-research question hierarchy
Pilot test
Research design
Research process
Research questions
Sample
Target population

27. Additional Discussion opportunities
Chapter 4
Additional Discussion opportunities

28. Snapshot: The Container Store

29. PicProfile: Emerging Research

30. Snapshot: Moms Video Insights

31. Research Thought Leaders
“Learning to ask empowering questions—especially in moments of crisis—is a critical skill that will ultimately shape the meanings you create.”
Anthony Robbins
founder
Robbins Research International, Inc.

32. PulsePoint: Research Revelations49
The percent of hiring managers who discovered a lie on a résumé .

33. The Research Process: An Overview
Chapter 4
The Research Process: An Overview

34. Photo Attributions Slide Source 18 James Woodson/Getty Images 20
©Pamela S. Schindler 23
Desugb Oucs/Kristy -Anne Glubish 28
Courtesy of The Container Store 29
Courtesy of Greenbook, 2012 Greenbook Research Trends Report 30
Marcus Thomas LLC; A©Brand X Pictures/Jupiterimages