Y521 Alexx Dungy - REFLECTIVE ESSAY

Prior to beginning our in-depth exploration of various methodologies, take time to reflect
on how you make sense of the concept of research or inquiry. Please write a 500 to
1,000-word essay defining, from your perspective, the meaning of research or social
inquiry. Some questions to consider as you develop your essay include:
1.

How do you define research?

2.

When you hear the word inquiry or research what comes to mind?

3.

4.

What experiences or aspects of your background do you think have shaped your
views about research?
Why do you feel these experiences were important in shaping your ideas?

Please submit your response as a word document. Use APA formatting.

Similar to marketing, I view research as a series of steps and processes resulting in an

answer to a question, problem or validation of a hypothesis/theory. With that said, my
first reaction to defining research is that it refers to the act of finding information that
addresses, explains or answers a particular question, hypothesis and/or inquiry.
Although I tend to associate research as a marketing activity, it has a number of
applications outside the world of marketing. One can seek to research topical areas for
the simple purpose of FYI; gather understanding of simple historical information and
backgrounds, i.e., for vacation spots. It could be used for subject matter knowledge
google search to satisfy understanding of a particular topic or course requirement. The
word research can imply basic day-to-day needs, i.e., conducting a google search for
information related to the purchase, product comparison, i.e., camera, smartphone, etc.
Another example closely linked to my industry focus, health consumers can conduct
searches on google, WebMD on various symptoms, diagnosis and treatment for
disease types.
Personally, the word inquiry suggests the need to seek information related to a specific
and outstanding question (need). Moreover, Similar to the above-referenced question, is
that inquiry refers to a specific question or set of questions to be explored, researched
and/or answered. The nature of inquiries has been more affiliated with scientific
applications; however, inquiries can take on medical, business, educational and
personal applications. With that said, the primary intent is to gain understanding; in
which one seeks information to address a question, a problem or solution.

My first exposure to research came in B-School in which I took Intro to Market

Research, quantitative methods, and qualitative research. During my summer internship
(during B-school), I had the opportunity to conduct both primary and secondary
research on public REITs (Real Estate Investment Trusts). I enjoyed this experience
because I was able to experience the development of a qualitative research plan from
scratch and see it through a finished product.
It wasnt until work @ Eli Lilly as a Pharma Marketer where I was actively engaged in
(market) research: collaborating with market research professionals in designing and
executing research initiatives, conducting my own search and research activities; and/or
outsourcing research activities. From a business development perspective, I was
charged with the task of investigating new pharmaceutical compounds as well as
researching potential strategic partners; each requiring a research methodology.
In my current role as an entrepreneur/consultant, most of my research entails
conducting secondary research due to limited resources. My research consists of
scanning and searching for information from select databases, syndicated reports and
google search/alerts. Periodically, I will survey our companys advisory board, pulse
former Pharma colleagues and interview healthcare professionals as well as technology
subject matter experts to gain a quick perspective toward emerging questions and
trends. With that said, my research was typically utilized for decision-making; whether
corporate-wide, branding, strategic planning and directional purpose.
The above-referenced experiences have shaped my ideas toward research as being
essential, relevant and value-driven to my business as well as clients. Due to my
comfort level with ambiguity and need for information; I can evaluate the need, the
process, execution, and evaluation of research data. It has also impacted my attention
to effectiveness and efficiency in research activities. Also, I am more comfortable
working with minimal resources, while having need for crucial information. Lastly, I have
accumulated many contacts/SMEs in research for direction, assistance and
interpretation of results.
Our early course readings has brought to my attention that there exist some subtle
differences between marketing and educational research. First, the use of research in
brand marketing often did not go through a review board for validation. Second, internal
brand market research was intended for internal publication versus external-facing
publication; although, clinical research was intended for review process and external
publication. Third, many of my research initiatives were intended more for a quick (and
dirty) gauge of market trends that resulted in time-sensitive decisions. Lastly, there
appears more available published information and articles at the academic level.

In closing, I believe that my experience assists in being able to adapt new learnings,
new experiences, and new academic insights that will augment my marketing research
experience.
J. Alexx Dungey