Business Research Methods

William G. Zikmund

Chapter 6: Problem Definition and theResearch Proposal

Problem Discovery and DefinitionFirst stepProblem, opportunity, or monitor operationsDiscovery before definitionProblem means management problem

Problem Definition

The indication of a specific business decision area that will be clarified by answering some research questions.

Defining Problem Results inClear Cut Research ObjectivesExploratoryResearch(Optional)Symptom Detection

The Process ofProblem Definition

*Ascertain the Decision Makers ObjectivesDecision makers objectivesManagerial goals expressed in measurable terms.

The Iceberg PrincipleThe principle indicating that the dangerous part of many business problems is neither visible to nor understood by managers.

*Understand the Background of the ProblemExercising judgmentSituation analysis - The informal gathering of background information to familiarize researchers or managers with the decision area.

*Isolate and Identify the Problems, Not the SymptomsSymptoms can be confusing

Symptoms Can Be ConfusingTwenty-year-old neighborhood swimming association:Membership has been declining for years. New water park -residents prefer the expensive water park????Demographic changes: Children have grown up

Problem DefinitionOrganizationSymptoms Based on Symptom True ProblemTwenty-year-old neighborhood swimming association in a major city.Membership has been declining for years. New water park with wave pool and water slides moved into town a few years ago.Neighborhood residents prefer the expensive water park and have negative image of swimming pool. Demographic changes: Children in this 20-year-old neighborhood have grown up. Older residents no longer swim anywhere.

*Determine the Unit of AnalysisIndividuals, households, organizations, etc.In many studies, the family rather than the individual is the appropriate unit of analysis.

*Determine the Relevant VariableTypes of variables:Categorical vs. ContinuousDependentIndependent

HypothesisA hypothesis is a proposition that is empirically testable. It is a statement /assumptionconcerned with the relationship among variables, at the empirical level.

*State the research questions and research objectives

Statement of business problem

The Process ofProblem Definition

Research ProposalA written statement of the research design that includes a statement explaining the purpose of the studyDetailed outline of procedures associated with a particular methodology

Basic Questions - Problem Definition

What is the purpose of the study?How much is already known?Is additional background information necessary?What is to be measured? How?Can the data be made available?Should research be conducted?Can a hypothesis be formulated?

Basic Questions - Basic Research DesignWhat types of questions need to be answered?Are descriptive or causal findings required? What is the source of the data?

Basic Questions - Basic Research DesignCan objective answers be obtained by asking people?How quickly is the information needed?How should survey questions be worded?How should experimental manipulations be made?

Basic Questions - Selection of SampleWho or what is the source of the data?Can the target population be identified?Is a sample necessary?How accurate must the sample be?Is a probability sample necessary?Is a national sample necessary?How large a sample is necessary?How will the sample be selected?

Basic Questions - Data GatheringWho will gather the data?How long will data gathering take?How much supervision is needed?What operational procedures need to be followed?

Basic Questions - Data AnalysisWill standardized editing and coding procedures be used?How will the data be categorized?What statistical software will be used?What is the nature of the data?What questions need to be answered?How many variables are to be investigated simultaneously?Performance criteria for evaluation?

Basic Questions - Type of ReportWho will read the report?Are managerial recommendations requested?How many presentations are required?What will be the format of the written report?

Basic Questions - Overall EvaluationHow much will the study cost?Is the time frame acceptable?Is outside help needed?Will this research design attain the stated research objectives?When should the research be scheduled to begin?

Anticipating OutcomesDummy tables:Representations of the actual tables that will be in the findings section of the final report; used to gain a better understanding of what the actual outcomes of the research will be.

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