Business Research Methods William G商业研究方法威廉. Zikmund

1、Business Research MethodsWilliam G. ZikmundChapter 6: Problem Definition and theResearch Proposal A Sea Horses TaleProblemdiscoveryProblem definition(statement ofresearch objectives)Secondary(historical)dataExperiencesurveyPilotstudyCasestudySelection ofexploratory researchtechniqueSelection ofbasic

2、 researchmethodExperimentSurveyObservationSecondaryData StudyLaboratoryFieldInterviewQuestionnaireSelection ofexploratory researchtechniqueSamplingProbabilityNonprobabilityCollection ofdata(fieldwork)Editing andcodingdataDataprocessingInterpretationoffindingsReportDataGatheringDataProcessingandAnaly

3、sisConclusionsand ReportResearch DesignProblem Discoveryand DefinitionCOMPLETELYCERTAINABSOLUTEAMBIGUITYCAUSAL ORDESCRIPTIVEEXPLORATORYUncertainty Influences the Type of ResearchProblem Discovery and DefinitionFirst stepProblem, opportunity, or monitor operationsDiscovery before definitionProblem me

4、ans management problem“The formulation of the problem is often more essential than its solution.”Albert EinsteinProblem DefinitionThe indication of a specific business decision area that will be clarified by answering some research questions.Statement of Research ObjectivesProblem DefinitionDefining

5、 Problem Results inClear Cut Research ObjectivesExploratoryResearch(Optional)Analysis of the SituationSymptom DetectionThe Process ofProblem DefinitionAscertain the decision makers objectivesUnderstand background of the problemIsolate/identify the problem, not the symptomsDetermine unit of analysisD

6、etermine relevant variablesState research questions and objectivesAscertain the Decision Makers ObjectivesDecision makers objectivesManagerial goals expressed in measurable terms.10The Iceberg PrincipleThe principle indicating that the dangerous part of many business problems is neither visible to n

7、or 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.12Isolate and Identify the Problems, Not the SymptomsSymptoms can be confusing13Sym

8、ptoms 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 n

9、eighborhood 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 t

10、his 20-year-old neighborhood have grown up. Older residents no longer swim anywhere.TOTIEMULESTOWhat Language Is Written on This Stone Found by Archaeologists?TOTIEMULESTOThe Language Is English: To Tie Mules ToDetermine the Unit of AnalysisIndividuals, households, organizations, etc.In many studies

11、, the family rather than the individual is the appropriate unit of analysis.18Determine the Relevant VariableAnything that may assume different numerical values19Types of VariablesCategoricalContinuousDependentIndependent HypothesisAn unproven propositionA possible solution to a problemGuessState th

12、e research questions and research objectives22If you do not know where you are going,any road will take you there.Statement of business problemExploratory research (optional)Statement of business problemBroad research objectivesSpecific Objective 1Specific Objective 2Specific Objective 3Research Des

13、ignResultsThe Process ofProblem DefinitionAscertain the decision makers objectivesUnderstand background of the problemIsolate/identify the problem, not the symptomsDetermine unit of analysisDetermine relevant variablesState research questions and objectivesResearch ProposalA written statement of the

14、 research design that includes a statement explaining the purpose of the studyDetailed outline of procedures associated with a particular methodologyBasic Questions - Problem DefinitionWhat is the purpose of the study?How much is already known?Is additional background information necessary?What is t

15、o 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 Researc

16、h 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

17、 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

18、?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