营销调研经典讲义 精美打印版(1).ppt

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1、,McGraw-Hill/Irwin,2003 The McGraw-Hill Companies,Inc.,All Rights Reserved.,Part OneINTRODUCTION TO BUSINESS RESEARCH,Chapter OneRESEARCH IN BUSINESS,What is Business Research?,A systematic Inquiry whose objective is to provide information to solve managerial problems.,Why Study Research?,Research p

2、rovides you with the knowledge and skills needed for the fast-paced decision-making environment,Why Managers need Better Information,Global and domestic competition is more vigorous Organizations are increasingly practicing data mining and data warehousing,The Value of Acquiring Research Skills,To g

3、ather more information before selecting a course of action To do a high-level research study To understand research designTo evaluate and resolve a current management dilemma To establish a career as a research specialist,Types of Studies Used to do Research,ReportingDescriptiveExplanatoryPredictive

4、,Different Styles of Research,Applied ResearchPure Research/Basic Research,What is Good Research?,Following the standards of the scientific methodPurpose clearly definedResearch process detailedResearch design thoroughly plannedLimitations frankly revealedHigh ethical standards applied,What is Good

5、Research?(cont.),Following the standards of the scientific method(cont.)Adequate analysis for decision-makers needsFindings presented unambiguouslyConclusions justifiedResearchers experience reflected,The Manager-Researcher Relationship,Managers obligationsSpecify problemsProvide adequate background

6、 informationAccess to company information gatekeepersResearchers obligationsDevelop a creative research designProvide answers to important business questions,Manager-Researcher Conflicts,Managements limited exposure to researchManager sees researcher as threat to personal statusResearcher has to con

7、sider corporate culture and political situationsResearchers isolation from managers,When Research Should be Avoided,When information cannot be applied to a critical managerial decisionWhen managerial decision involves little riskWhen management has insufficient resources to conduct a studyWhen the c

8、ost of the study outweighs the level of risk of the decision,McGraw-Hill/Irwin,2003 The McGraw-Hill Companies,Inc.,All Rights Reserved.,Part OneINTRODUCTION TO BUSINESS RESEARCH,Chapter TwoAPPLYING SCIENTIFIC THINKING TO MANAGEMENT PROBLEMS,Sources of Knowledge,Empiricists attempt to describe,explai

9、n,and make predictions through observationRationalists believe all knowledge can be deduced from known laws or basic truths of natureAuthorities serve as important sources of knowledge,but should be judged on integrity and willingness to present a balanced case,The Essential Tenets of Science,Direct

10、 observation of phenomenaClearly defined variables,methods,and proceduresEmpirically testable hypothesesAbility to rule out rival hypothesesStatistical justification of conclusionsSelf-correcting process,Ways to Communicate,Exposition descriptive statements that merely state and do not give reasonAr

11、gumentallows us to explain,interpret,defend,challenge,and explore meaning,Important Arguments in Research,Deduction is a form of inference that purports to be conclusiveInduction draws conclusions from one or more particular facts,The Building Blocks of Theory,ConceptsConstructsDefinitionsVariablesP

12、ropositions and HypothesesTheoriesModels,Understanding Concepts,A concept is a bundle of meanings or characteristics associated with certain events,objects,conditions,situations,and behaviorsConcepts have been developed over time through shared usage,Understanding Concepts,The success of research hi

13、nges on:how clearly we conceptualizehow well others understand the concepts we use,What is a Construct?,A construct is an image or idea specifically invented for a given research and/or theory-building purpose.,Types of Variables,Independent DependentModeratingExtraneousIntervening,The Role of the H

14、ypothesis,Guides the direction of the studyIdentifies facts that are relevantSuggests which form of research design is appropriateProvides a framework for organizing the conclusions that result,What is a Good Hypothesis?,A good hypothesis should fulfill three conditions:Must be adequate for its purp

15、oseMust be testableMust be better than its rivals,The Value of a Theory,Narrows the range of facts we need to studySuggests which research approaches will yield the greatest meaningSuggests a data classification systemSummarizes what is known about an object of studyPredicts further facts that shoul

16、d be found,McGraw-Hill/Irwin,2003 The McGraw-Hill Companies,Inc.,All Rights Reserved.,Part OneINTRODUCTION TO BUSINESS RESEARCH,Chapter ThreeTHE RESEARCH PROCESS,The Management-ResearchQuestion Hierarchy,Working with the Hierarchy,Management DilemmaThe symptom of an actual problemNot difficult to id

17、entify a dilemma,however choosing one to focus on may be difficult,Working with the Hierarchy,Management Question CategoriesChoice of purposes or objectiveGeneration and evaluation of solutionsTroubleshooting or control situation,Working with the Hierarchy,Fine tune the research questionExamine conc

18、epts and constructs Break research questions into specific second-and-third-level questionsVerify hypotheses with quality testsDetermine what evidence answers the various questions and hypothesisSet the scope of your study,Working with the Hierarchy,Investigative QuestionsQuestions the researcher mu

19、st answer to satisfactorily arrive at a conclusion about the research question,Working with the Hierarchy,Measurement QuestionsThe questions we actually ask or extract from respondents,Other Processes in the Hierarchy,ExplorationRecent developmentsPredictions by informed figures about the prospects

20、of the technologyIdentification of those involved in the areaAccounts of successful ventures and failures by others in the field,Research Process Problems,The Favored Technique SyndromeCompany Database Strip-MiningUnresearchable QuestionsIll-Defined Management ProblemsPolitically Motivated Research,

21、Designing the Study,Select a research design from the large variety of methods,techniques,procedures,protocols,and sampling plans,Resource Allocation&Budgets,Guides to plan a budgetProject planningData gatheringAnalysis,interpretation,and reportingTypes of budgetingRule-of-thumbDepartmental or funct

22、ional areaTask,Evaluation Methods,Ex Post Facto Evaluation Prior EvaluationOption AnalysisDecision Theory,Contents of a Research Proposal,Statement of the research questionBrief description of research methodologyPilot TestingData collectionData preparationData analysis and interpretationResearch re

23、porting,Data Collection,Characterized byabstractnessverifiabilityelusivenesscloseness to the phenomenonTypesSecondary dataPrimary data,Final Steps in Research,Data analysisReporting the resultsExecutive summaryOverview of the researchImplementation strategies for the recommendationsTechnical appendi

24、x,McGraw-Hill/Irwin,2003 The McGraw-Hill Companies,Inc.,All Rights Reserved.,Part OneINTRODUCTION TO BUSINESS RESEARCH,Chapter FourTHE RESEARCH PROPOSAL,Purpose of the Research Proposal,To present the question to be researched and its importanceTo discuss the research efforts of others who have work

25、ed on related questionsTo suggest the data necessary for solving the question,The Research Sponsor,All research has a sponsor in one form or another:In a corporate setting,management sponsors researchIn an academic environment,the student is responsible to the class instructor,What are the Benefits

26、of the Proposal to a Researcher?,Allows the researcher to plan and review the projects stepsServes as a guide throughout the investigationForces time and budget estimates,Types of Research Proposals,InternalExternal,Proposal Complexity,3 levels of complexity:The exploratory study is used for the mos

27、t simple proposalsThe small-scale study is more complex and common in businessThe large-scale professional study is the most complex,costing millions of dollars,How to Structure the Research Proposal?,Create proposal modulesPut together various modules to tailor your proposal to the intended audienc

28、e,Modules in a Research Proposal,Executive SummaryProblem StatementResearch ObjectivesLiterature ReviewImportance of the StudyResearch DesignData AnalysisNature and Form of Results,Qualifications of ResearcherBudgetScheduleFacilities and Special ResourcesProject ManagementBibliographyAppendices,What

29、 to include in the Appendices?,A glossary of concepts,constructs,and definitionsSamples of the measurement instrumentOther materials that reinforce the body of the proposal,Evaluating the Research Proposal,Proposal must be neatly written in appropriate writing styleMajor topics should be easily foun

30、d and logically organizedProposal must meet specific guidelines set by the sponsorTechnical writing style must be clearly understood and explained,McGraw-Hill/Irwin,2003 The McGraw-Hill Companies,Inc.,All Rights Reserved.,Part OneINTRODUCTION TO BUSINESS RESEARCH,Chapter FiveETHICS IN BUSINESS RESEA

31、RCH,What are Research Ethics?,Ethics are norms or standards of behavior that guide moral choices about our behavior and our relationships with othersThe goal is to ensure that no one is harmed or suffers adverse consequences from research activities,Ethical Treatment of Participants,Begin data colle

32、ction by explaining to the participant the benefits expected from the researchExplain to the participants that their rights and well-being will be adequately protected,and say how this will be doneBe certain that interviewers obtain the informed consent of the participant,Deception,The participant i

33、s told only part of the truth or when the truth is fully compromisedTo prevent biasing the participants before the survey or experimentTo protect the confidentiality of a third party,Issues Related to Protecting Participants,Informed consentDebriefingRight to Privacy/ConfidentialityData Collection i

34、n Cyberspace,Ethical Issues related to the Client,Sponsor non-disclosurePurpose non-disclosureFindings non-disclosureRight to quality research,Ethics Related to Sponsor,Sometimes researchers will be asked by sponsors to participate in unethical behavior.To avoid coercion by sponsor the researcher sh

35、ould:Educate sponsor to the purpose of researchExplain researchers roleExplain how distortion of the truth leads to future problemsIf necessary,terminate relationship with sponsor,Ethical Issues related to Researchers and Team Members,SafetyEthical behavior of assistantsProtection of anonymity,The D

36、esign of Research,Part 2,Donald CooperPamela Schindler,Chapter 6,Business ResearchMethods,Chapter 6,Design Strategies,What is Research Design?,A plan for selecting the sources and types of information used to answer research questionsA framework for specifying the relationships among the study varia

37、blesA blueprint that outlines each procedure from the hypothesis to the analysis,Slide 6-1,Classifications of Designs,Exploratory study is usually to develop hypotheses or questions for further research Formal study is to test the hypotheses or answer the research questions posed,Slide 6-2,Methods o

38、f Data Collection,Monitoring,which includes observational studiesInterrogation/communication study,Slide 6-3,Power to Produce Effects,Slide 6-4,In an experiment,the researcher attempts to control and/or manipulate the variables in the studyIn an ex post facto design,the researcher has no control ove

39、r the variables;they can only report what has happened,Purpose of the Study,Descriptive tries to explain relationships among variables Causal study is how one variable produces changes in another,Slide 6-5,The Time Dimension,Cross-sectional studies are carried out once and represent a snapshot of on

40、e point in timeLongitudinal studies are repeated over an extended period,Slide 6-6,The Topical Scope,Statistical studies attempt to capture a populations characteristics by making inferences from a samples characteristicsCase studies place more emphasis on a full contextual analysis of fewer events

41、or conditions and their interrelations,Slide 6-7,The Research Environment,Field conditionsLaboratory conditionsSimulations,Slide 6-8,A Subjects Perceptions,Usefulness of a design may be reduced when people in the study perceive that research is being conductedSubjects perceptions influence the outco

42、mes of the research,Slide 6-9,Why do Exploratory Studies?,Exploration is particularly useful when researchers lack a clear idea of the problems,Slide 6-10,Data Collection Techniques,Qualitative techniques Secondary data Focus groups Two-stage design,Slide 6-11,Causation,The essential element of caus

43、ation is A“produces”B or A“forces”B to occur,Slide 6-12,Causal Study Relationships,SymmetricalReciprocalAsymmetrical,Slide 6-13,Asymmetrical Relationships,Stimulus-ResponseProperty-DispositionDisposition-BehaviorProperty-Behavior,Slide 6-14,Achieving the Ideal Experimental Design,Control Random Assi

44、gnmentMatchingRandomizationManipulation and control of variables,Slide 6-15,Donald CooperPamela Schindler,Chapter 7,Business ResearchMethods,Chapter 7,Sampling Design,Selection of Elements,PopulationPopulation Element Sampling Census,Slide 7-1,What is a Good Sample?,Accurate:absence of biasPrecise e

45、stimate:sampling error,Slide 7-2,Types of Sampling Designs,Probability Nonprobability,Slide 7-3,Steps in Sampling Design,What is the relevant population?What are the parameters of interest?What is the sampling frame?What is the type of sample?What size sample is needed?How much will it cost?,Slide 7

46、-4,Concepts to help understand Probability Sampling,Standard error Confidence interval Central limit theorem,Slide 7-5,Probability Sampling Designs,Simple random Systematic StratifiedProportionateDisproportionate Cluster Double,Slide 7-6,Designing Cluster Samples,How homogeneous are the clusters?Sha

47、ll we seek equal or unequal clusters?How large a cluster shall we take?Shall we use a single-stage or multistage cluster?How large a sample is needed?,Slide 7-7,Slide 7-8,Nonprobability Sampling,Reasons to use Procedure satisfactorily meets the sampling objectivesLower CostLimited TimeNot as much hu

48、man error as selecting a completely random sampleTotal list population not available,Nonprobability Sampling,Convenience Sampling Purposive SamplingJudgment SamplingQuota Sampling Snowball Sampling,Slide 7-9,Donald CooperPamela Schindler,Chapter 8,Business ResearchMethods,Chapter 8,Measurement,Measu

49、rement,Selecting observable empirical eventsUsing numbers or symbols to represent aspects of the events Applying a mapping rule to connect the observation to the symbol,Slide 8-1,What is Measured?,Objects:Things of ordinary experience Some things not concreteProperties:characteristics of objects,Sli

50、de 8-2,Characteristics of Data,ClassificationOrderDistance(interval between numbers)Origin of number series,7-4,Slide 8-3,Data Types,OrderIntervalOriginNominalnonenonenoneOrdinalyesunequalnoneIntervalyesequal ornoneunequalRatioyesequalzero,Slide 8-4,Sources of Measurement Differences,RespondentSitua