Seminar - RUI-LMS
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Transcript Seminar - RUI-LMS
Seminar: Research Project
Problem Definition
Deland Trucking Has a “Recruitment” Problem
“Why are our recruiting costs so high?”
Costs for driver selection and recruitment have not gone up.
The company has to do so many orientation and hiring
sessions.
www.truckshopper.com
6-2
Decision Statement
A written expression of the key question(s) that the
research user wishes to answer.
Good Decisions Start with a
Good Problem Definition
Problem Definition
Process involved in translating decision statement into
more precise research terminology, including a set of
research objectives.
6–3
The Problem-Definition Process
current
conditions
DIFFERENCE
preferable
set of
conditions
Business performance is worse than expected business
performance.
Actual business performance is less than possible business
performance.
Expected business performance is greater than possible
business performance.
6–4
A French yogurt manufacturer noted that the Japanese were
becoming more Westernized.
A survey supported this and appeared to offer a strong
market potential for yogurt.
Poor Questions Result in Poor Research!
6-5
The Problem-Definition Process
6–6
Determine the Unit of Analysis
Indicates what or who should provide the data and at
what level of aggregation.
• Individuals (such as customers, employees, and owners)
• Households (families, extended families, and so forth)
• Organizations (businesses and business units)
• Departments (sales, finance, and so forth)
• Geographical areas
• Objects (products, advertisements, and so forth).
6–7
Types of Variables
• Continuous variable
• Dependent variable
– Can take on a range
of quantitative
values.
– A process outcome or a
variable that is predicted
and/or explained by
other variables.
• Categorical variable
• Independent variable
– Indicates membership
in some group.
– A variable that is
expected to influence the
dependent variable in
some way.
– Also called
classificatory
variable.
6–8
Writing Research Objectives and
Questions
6–9
Pricing Turbulence
Source: Smith, Sinha & Forman (1999); Peters (2005).
www.donbur.co.uk
6-10
Clarity in Research Questions and Hypotheses
Research Questions
The researcher’s translation of the problem into a specific inquiry.
Hypotheses
Statements that can be empirically tested.
Managerial Action Standard
A specific performance criterion upon which a decision can be
based.
6–11
Influence of Decision Statement of Marketing Problem on Research Objectives and
Research Designs
6–12
The Research Proposal
A written statement of the research design.
As a planning tool & a contract
The best researchers are prepared to rethink
and rewrite their proposals
6–13
R & R: LOs
1. Explain why proper “problem definition” is
essential to useful business research
2. Translate managerial decision statements into
relevant research objectives
3. Translate research objectives into research
questions and/or research hypotheses
4. Outline the components of a research
proposal
6-14