Research Methods

PA 603

Public Administration Department

Yarmouk University

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 Research Methods

The Role of Business Research ( ch. 1 Zikmund)

Introduction to Research (Sekeran, ch. 1)

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 Definition of Research:

A systematic and organized effort to investigate a

specific problem that needs a solution (Sekaran).
Conduct search again

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 Definition of Scientific
Organized.
Based on intuition and experience.
Rigorous.
Logic.
Based on facts.
Purposive.
Objective not subjective.
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 Business Research Defined

Business research
is defined as the systematic and objective
process of generating information for aid in
making business decisions. (Zikmund)

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 Scientific Research
An organized, systematic, data based, critical,
scientific inquiry or investigation into a
specific problem, undertaken with the objective
of finding answers or solutions to it (Sekaran).

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 Hallmarks of Scientific Research
Purposiveness and rigor.
having an a definite aim or purpose.
Testability:
whether or not the data support research hypothesis.
Replicability: research hypothesis should be supported again
when research is repeated on other similar circumstances.
Accuracy and Precision
Objectivity
Generalizability: the scope of applicability of research
findings in organization setting to other settings.
Parsimony (simplicity, understanding, important factors are included) 7
 Business Research
Research information is neither intuitive nor
haphazardly gathered.
Literally, research (re-search) -search
again
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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 I dont know
if we
Information should
offer on-site
Reduces child care?

Uncertainty

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Business Research Types

Basic research

Applied research

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 Basic Research
Also called Fundamental or Pure research.
Attempts to expand the limits of knowledge.
Not directly involved in the solution to a
pragmatic problem.
Organization may later apply the knowledge
gained by the findings of the basic research.

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 Basic Research Example
Is executive success correlated with high
need for achievement?
Are members of highly cohesive work
groups more satisfied than members of less
cohesive work groups?

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 Applied Research
Conducted when a decision must be made
about a specific real-life problem.
Aims to apply the results of the findings to
solve a specific problems currently being
experienced in the organization.
Aims to enhance the understanding of the
problem.

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 Applied Research Examples
Should McDonalds add Italian pasta dinners
to its menu?
Business research told McDonalds it
should 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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 Scientific Method
The analysis and interpretation of empirical
evidence (facts from observation or
experimentation) to confirm or disprove
prior conceptions.

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 The Decision-making Process
Associated with the Development
and Implementation of a Strategy

Identifying problems and opportunities

Diagnosis and assessment
Selecting and implementing a course of
action
Evaluating the course of action

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 Evaluation Research
Evaluation research is the formal, objective
measurement and appraisal of the extent to
which a given activity, project, or program
has achieved its objectives.

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 Performance-monitoring
Research
Research that regularly provides feedback
for evaluation and control
Indicates things are or are not going as
planned
Research may be required to explain why
something went wrong

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 Deduction and Induction
Deduction: the process by which we arrive
at a reasoned conclusion by logical
generalization of a known fact.
Goes from large to small.

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 Induction
The process we observe certain phenomena
and on this basis arrive at a conclusions.
Goes from small to large.

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 The Building Blocks of Science
See figure 2.1 Sekaran p. 28.

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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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 Determining When to Conduct
Business Research
Availability of Data Benefits
Time Constraints Nature of the Decision vs. Costs
Is the infor- Does the value
Is sufficient time Is the decision Conducting
Yes mation already Yes Yes of the research Yes
available before of considerable
a managerial
on hand
strategic
information Business
inadequate exceed the cost
decision
for making
or tactical
of conducting Research
must be made? importance?
the decision? research?

No No No No

Do Not 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 Should Exceed
Estimated Costs
Costs
Value Research
expenditures
Decreased uncertainty
Delay of business
Increased likelihood of
decision and
a correct decision
possible disclosure
Improved business
of information to
performance and
rivals
resulting higher profits
Possible erroneous
research results

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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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 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 (the worlds largest business
research company) - more than 60% of its
business comes from outside US.

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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

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 Manager Researcher Relationship

The role of the manager in the research

process is as both a specifier and an
evaluator of research projects.
Should give attention to ethical issues.
Managers should look / include the
characteristics of a good research.

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 Internal Researcher External Researcher

Advantages Readily accepted by the Wealth of experience

employees from having worked with
Less time to understand the different types of
organization organizations
Availability for the Knowledge of current
implementation of the sophisticated problem-
recommendations solving models through
Cost is considerably less than their periodic training
an external team programs

Disadvantages Inhibition of any fresh ideas Cost is usually high

and perspectives Considerable time to
Internal team may conceal, understand the organization
distort or misrepresent certain Seldom a warm welcome
facts Extra cost for
Recommendations of the implementation and
internal team may not be highly evaluation phases
regarded
Findings might be less
objective and hence less
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scientific