Business
Research Methods
William G. Zikmund
Chapter 6:
Problem Definition and the
Research Proposal
A Sea Horses Tale
Problem Discovery Problem Selection of
and Definition discovery exploratory research
technique
Sampling
Selection of
exploratory research
technique Probability Nonprobability
Secondary
Experience Pilot Case Collection of
(historical) Data
survey study study data
data Gathering
(fieldwork)
Data
Editing and
Problem definition Processing
coding
(statement of and
Analysis data
research objectives)
Data
Selection of processing
Research Design basic research
method Conclusions
Interpretation
and Report
of
findings
Experiment Survey
Secondary
Laboratory Field Interview Questionnaire Observation
Data Study Report
Uncertainty Influences the Type
of Research
CAUSAL OR COMPLETELY ABSOLUTE EXPLORATORY
DESCRIPTIVE CERTAIN AMBIGUITY
Problem Discovery and Definition
First step
Problem, opportunity, or monitor operations
Discovery before definition
Problem means management problem
The formulation of the problem
is often more essential than its
solution.
Albert Einstein
Problem Definition
The indication of a specific business
decision area that will be clarified by
answering some research questions.
Defining Problem Results in
Clear Cut Research Objectives
Symptom Detection
Analysis of
the Situation
Exploratory
Research
(Optional)
Problem Definition
Statement of
Research Objectives
The Process of
Problem Definition
Ascertain the Determine unit of
decision makers analysis
objectives
Understand Determine
background of relevant variables
the problem
Isolate/identify State research
the problem, not questions and
the symptoms objectives
Ascertain the Decision Makers
Objectives
Decision makers objectives
Managerial goals expressed in measurable
terms.
10
The Iceberg Principle
The principle indicating that the dangerous
part of many business problems is neither
visible to nor understood by managers.
Understand the Background of
the Problem
Exercising judgment
Situation analysis - The informal gathering
of background information to familiarize
researchers or managers with the decision
area.
12
Isolate and Identify the Problems,
Not the Symptoms
Symptoms can be confusing
13
Symptoms Can Be Confusing
Twenty-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 Definition
Organization Symptoms Based on Symptom True Problem
Twenty-year-old Membership has been Neighborhood Demographic changes:
neighborhood declining for years. residents prefer the Children in this 20-
swimming New water park with expensive water year-old neighborhood
association in a wave pool and water park and have have grown up. Older
major city. slides moved into negative image of residents no longer
town a few years ago. swimming pool. swim anywhere.
What Language Is Written on
This Stone Found by
Archaeologists?
TOTI
EMUL
ESTO
The Language Is English: To Tie
Mules To
TOTI
EMUL
ESTO
Determine the Unit of Analysis
Individuals, households, organizations, etc.
In many studies, the family rather than the
individual is the appropriate unit of
analysis.
18
Determine the Relevant Variable
Anything that may assume different
numerical values
19
Types of Variables
Categorical
Continuous
Dependent
Independent
Hypothesis
An unproven proposition
A possible solution to a problem
Guess
State the research questions and
research objectives
22
If you do not know where you are going,
any road will take you there.
Broad Statement of Exploratory
research business research
objectives problem (optional)
Specific Specific Specific
Objective 1 Objective 2 Objective 3
Research
Results
Design
The Process of
Problem Definition
Ascertain the Determine unit of
decision makers analysis
objectives
Understand Determine
background of relevant variables
the problem
Isolate/identify State research
the problem, not questions and
the symptoms objectives
Research Proposal
A written statement of the research design
that includes a statement explaining the
purpose of the study
Detailed 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 Design
What types of questions need to be
answered?
Are descriptive or causal findings required?
What is the source of the data?
Basic Questions -
Basic Research Design
Can 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 Sample
Who 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 Gathering
Who 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 Analysis
Will 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 Report
Who 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 Evaluation
How 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 Outcomes
Dummy 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.
