Chapter 4

The Business Research

Process
An Overview

Copyright © 2012 by The McGraw-Hill Companies, Inc. All Rights Reserved.

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.

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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.

4-3
Curiosity Drives Research

“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.

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PulsePoint:
Research Revelations

49 The percent of hiring managers who

discovered a lie on a résumé .

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Purpose of Research

Reduce
the level of
risk of a
business
decision.

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Evaluating the
Value of Research

Option Analysis

Decision Theory

Prior or Interim Evaluation

Ex Post Facto Evaluation

4-7
Research Process

4-8
Stage 1: Clarifying the Research
Question

Management-research question hierarchy process

begins by identifying the management dilemma

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Stage 2: Proposing Research

Budget Types
•Rule-of-thumb
•Departmental
•Task

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The Research Proposal

Purpose Methods Extent

Legally-
binding Timing
contract Written
proposals
establish
Obligations Delivery

Budgets
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Stage 3:
Designing the Research

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Stage 3: Designing the Research

Research
Design
The
Sampling
Research
Design
Project

Pilot Testing

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Stage 4: Data Collection

4-14
 Collecting Sensitive Data
Demands Safeguards

Scotts used a
healthcare
management
company to collect
sensitive wellness
data during annual
health assessments
to preserve
participant
confidentiality.

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Data Characteristics

Abstractness

Verifiability

Elusiveness

Closeness

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Stage 5:
Data Analysis &Interpretation

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Steps in Data Analysis and
Interpretation

Reduce data to manageable size

Develop summaries

Look for patterns

Apply statistical techniques

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Stage 6:
Reporting the Results

4-19
Parts of the Research Report

Executive Research
Summary Overview

Research
Report

Technical Implementation
Appendix Strategies

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The Research Report Overview

Problem’s background

Summary of exploratory findings

Research design and procedures

Conclusions

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Research Process Problems to
Avoid

• Ill-defined management
problem
• Unresearchable
questions
• Politically-motivated
research

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Research Process Problems to
Avoid

• Company Database
Strip-Mining
• The Favored-
Technique Syndrome

4-23
 Key Terms

• Census • Management question

• Data • Management-research
–Primary data question hierarchy
–Secondary data • Pilot test
• Data analysis • Research design
• Decision rule • Research process
• exploration • Research questions
• Investigative questions • Sample
• Management dilemma • Target population

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