lec-1 intro to research
TRANSCRIPT
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Research
When some one talks about research it comes inmind as:
Laboratory
ApronsChemicals etc
It is not all that but it is more than that
http://images.google.com.pk/imgres?imgurl=http://www.ardf-online.org/new_images/home_pic.jpg&imgrefurl=http://www.ardf-online.org/&usg=__rCSq_lxHjOIaFmAIaAtYaUYkZFA=&h=479&w=372&sz=126&hl=en&start=17&tbnid=cEfzzYi-Q5ZJoM:&tbnh=129&tbnw=100&prev=/images?q=Research&gbv=2&hl=en&sa=G -
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Types ofProblem/s Questions/ ..
Solvable Problem Unsolvable Problem
OrdinaryProblem
Researchable
Problem/Q Non Factual
Problem
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Candidates applied for admission in IoBM during thecurrent year?
Girls appeared for admission test in BBA program inIoBM during the current year?
Candidates applied from diff provinces in admission?
Cause of unrest among the students of Karachiuniversity?
Which one from the following is a researchable Question?
Causes of unrest among the students of PublicSector Universities?
Avoiding/control over natural calamities?
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Consider the following Research Problems:
1. How many students are there in MBA Day?
2. How many students are there in IoBM?
3. How many Universities are there in Pak?
4. How to define the term Research?
5. Cause of 90% failure result in Karachi Board?
6. What is the ultimate destiny of a man?
7. Influence over Natural disasters?
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Q- 5: qualifies for research question.
We can say that the cause may be:a. Lack of facilities
b. Mismanagement
c. Communication Gap
d. Lack of Faculty Interest
e. Lack of Teaching Faculty
f. Outdated Curricula in Classes etc
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Research is:Systematic and Objective process of
generating information for making
decisions.
Research is a hard nut to crack.
It is not some thing mysterious/puzzling and even not a piece ofcake either.
It is not entirely an academic; rather it is an Art as well.
[William G. Zikmund ]
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Research
Problem Identification Research(when we do not know about any issue)
Problem Solving Research
(when we need to find the solution
of known issue)
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9
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10
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11
Research by
Type ofMarketing Mix
Decision
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The Role of Business Research
Controllable
Product
Pricing
Promotion
Distributionetc
VariablesBusiness
Research
Uncontrollable
Factors
Economy
Technology
Laws & Regulations
Social & Culture
Political Factors
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Business research is defined as thesystematic and objective process of
generating information for aid in
making business decisions.
Business Research Defined
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Business Research
Research information is neither intuitive nor
haphazardly gathered.
Literally, research (re-search) -searchagain
Business research must be objective
Detached and impersonal rather than biased
It facilitates the managerial decision process
for all aspects of a business.
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Information
Reduces
Uncertainty
I dont know
if weshould
offer on-site
child care?
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It aint the things we dont know
that gets us in trouble. Its the
things we know that aint so.Artemus Ward
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"The secret of success is to know something
nobody else knows. "
Aristotle Onassis
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1.4. Why is it important for managers to know about
research? Solve problems
Decision making tool
Competition Risk
Investment
Hire researchers and consultants moreeffectively
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Major points of the definition:
Research consists of:
- Objective,
- Systematic and
- Scientific process
- toIdentity the problem or
- tosolve PROBLEM
- which helps in decision making.
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A professor of sociology, while assigning researchtopics to his students at a university in India,proposed one group to conduct its study exploringthe future of 60 students who were studying at asuburban school. These children belonged tostruggling segments of society and that school was
being run under problems. The studentsconcluded their research with their findings thatthese kids have no future and they will not beable to bring any change in their lives or their
families.
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Twenty years later another professor at the same
university while finalizing topics for the students
research projects had a look at the previous
reports in the library, he came across this report
on the school and asked his students to conduct a
follow up study to see if the results drawn by the
first report were valid. The students carried out
the research and managed to locate 56 of those
students to learn they were all well placed and
managed to bring a change in their lives and wereleading a successful life.
Do you understand what research is ?
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1.3.Types of Business research. 1.Applied research
Is to solve a current problem faced by the manager in
the work setting,demanding a timely solution.
2.Basic research (fundamental, pure) Is to generate a body of knowledge by trying to
comprehend how certain problems that occur inorganizations can be solved.
The findings of such research contribute to the building ofknowledge in the various functional areas of business.
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Basic research
Applied research
Business Research Types
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Basic Research Example
Is executive success correlated with high
need for achievement?
Are members of highly cohesive workgroups more satisfied than members of less
cohesive work groups?
Do consumers experience cognitivedissonance in low-involvement situations?
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Applied Research Examples
Should McDonalds add Italian pasta dinners
to its menu?
Business research told McDonalds itshould not?
Should Procter & Gamble add a high-priced
home teeth bleaching kit to its product line?
Research showed Crest Whitestrips would
sell well at a retail price of $44
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Figure 1.1 Basic and applied researchSource: Authors experience, Easterby-Smith et al., 2002, Hedrick et al., 1993
The BasicApplied Continuum
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1.5 Ethics and business research Ethics in business research refers to a code of
conduct or expected societal norm of behavior
while conducting research.
Ethical conduct applies to the organization
and the members that sponsor the research,
the researchers who undertake the research,
and the respondents who provide them withthe necessary data.
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Value
Decreased uncertainty
Increased likelihood of
a correct decision
Improved marketing
performance and resulting
higher profits
Costs
Research expenditures
Delay of marketing
decision and possible
disclosure of
information to rivals
Possible erroneous
research results
Value Should Exceed
Estimated Costs
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Determining When to Conduct
Business Research Time constraints
Availability of data
Nature of the decision
Benefits versus costs
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Is sufficient time
available before
a managerial
decision
must be made?
Is the infor-
mation already
on hand
inadequate
for makingthe decision?
Is the decision
of considerable
strategic
or tactical
importance?
Does the value
of the research
information
exceed the cost
of conductingresearch?
Conducting
Business
Research
Do Not Conduct Business Research
Time ConstraintsAvailability of Data
Nature of the DecisionBenefitsvs. Costs
Yes YesYesYes
No No No No
Determining When to Conduct
Business Research
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Value versus Costs
Potential Value of a Business Research
Effort Should Exceed Its Estimated Costs
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Value
Decreased certaintyIncreased likelihood
of a correct decisionImproved businessperformance andresulting higherprofits
Costs
ResearchexpendituresDelay of business
decision andpossible disclosureof information torivalsPossible erroneousresearch results
Value Should Exceed
Estimated Costs
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Major Topics for Research in
Business General Business Conditions and Corporate
Research
Financial and Accounting Research Management and Organizational Behavior
Research
Sales and Marketing Research
Information Systems Research
Corporate Responsibility Research
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Cross-functional Teams Cross-functional teams are composed of
individuals from various organizational
departments such as engineering,production, finance, and marketing who
share a common purpose.
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Business Research in the 21st
Century Increased globalization
Growth of the Internet and other
information technologies
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Global Research
Business Research is increasingly global
Market knowledge is essential
A.C. Nielsen - more that 67% international
business
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Global Business Research General information about country -
economic conditions and political climate
Cultural and consumer factors
Market and competitive conditions -
demand estimation
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The Internet
Is Transforming Society Time is collapsing.
Distance is no longer an obstacle.
Crossing oceans is only a mouse click
away.
People are connected 24 hours a day, seven
days a week.
"Instantaneous" has a new meaning.
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Internet Research
Seeking facts and figures about an issue
Surveys on Web sites
A f Ethi l C i M k tiSlide
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Areas of Ethical Concern in MarketingResearch
5-18a
Table5.5
Area of ConcernPreservingparticipantsanonymity
Keeping the names of surveyrespondents anonymous, eventhough the client would like to usethem to create a mailing list
This is a basic standard ofethical research/
Exposing
participants tomental stress
Askingparticipants
questionsagainst theirself-interest
Example Ethical Standards
When stress is unavoidable,
researcher should debriefsubjects afterward.
Arriving late for a scheduled
interview; conductingexperiments in which subjectsare embarrassed at their lackof knowledge about products
Asking about the acceptabilityof various prices in order to
plan a price increase
Such issues tend to placeethical standards in conflict
with technical standards foraccurate research.
Using specialequipment andtechniques
Using equipment to measurephysiological responses to aproduct or promotionalmessage
These must be properlymaintained to avoid injury.
Slide
Areas of Ethical Concern in Marketing
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5-18b
Table5.5
Area of ConcernInvolvingparticipants inresearchwithout theirknowledge
Secretly observing the behavior ofshoppers
Informed consent is a basicethical standard unlessminimal risk to subjects isinvolved and the researchcould not be practically carriedout with consent.
Usingdeception
Using
coercion
Example Ethical Standards
Incompletely informed consentis considered ethical only ifthere is minimal risk tosubjects and research cannotbe practically carried outanother way.
Showing subjects sampleadvertisements without tellingthem that they will have to takea recall test afterward
Harassing by repeatedly
requesting telephone interviews
Coercion is unethical and
tends to bias results.Deprivingparticipants oftheir right toself-determination
Changing participants in waysthey could not expect, such as ataste test in which they cannotidentify their preferred brand andunexpectedly lose confidence intheir ability to judge
Researchers should try torestore participants to theiroriginal condition when thisoccurs.
S Ad t d f Gilb t A Ch hill J B i M k i R h 3 d d (F t W th Th D d P 1996) 67 71
Areas of Ethical Concern in MarketingResearch