Applied Research

Methods
Dr. Sahar Awan
SESSION 3: BUSINESS RESEARCH PROCESS & PROBLEM
DEFINITION
CH. 4 AND CH. 6
Types of Research
• Exploratory
• Descriptive
• Causal
Causality
3 requirements for establishing causality
• Temporal sequence
• Covariation (Concomitant variation)
• Non-spurious relationship
 Examples
Exploratory Research Descriptive Research Causal Research
(Unaware of Problem) (Aware of Problem) (Problem Clearly Defined)

“Our sales are declining and “What kind of people are buying “Will buyers purchase more of
we don’t know why.” our product? Who buys our our products in a new package?
competitor’s product?”

“Would people be interested “What features do buyers prefer “Which of two advertising
in our new product idea?” in our product?” campaigns is more effective?”
Class Exercise
1. Establishing the relationship between advertising and sales in the beer
industry
2. Ranking the key factors new college graduates are seeking in their first career
position
3. Estimating the 5-year sales potential for Cat-Scan machines in the Arkansas,
Louisiana, and Texas region of the United States
4. Testing the effect of “casual day” on employee job satisfaction
5. Discovering the ways that people who live in apartments actually use vacuum
cleaners, and identifying cleaning tasks for which they do not use a vacuum
Research Process
“the formulation of a problem is often more essential
than its solution.”

Albert Einstein
Problem definition – Research
Objectives
Symptom Detection

Analysis of
the Situation
Exploratory
Research
(Optional)
Problem Definition

Statement of
Research Objectives
Problem definition
Problem complexity
• Situation frequency
• Dramatic change
• Symptom frequency and ambiguity
Problem Definition Process
Understand the Business Decision
• Situation analysis - The informal gathering of background
information to familiarize researchers or managers with the
decision area.
• Interviews
• Exercising judgment

11
Determine the Unit of Analysis
Individuals, households, organizations, etc.
In many studies, the family rather than the individual is the
appropriate unit of analysis.

13
Determine the Relevant Variables

• Dependent
• Independent

14
RQ and RO
• State the research questions and research objectives
• Formulate the hypothesis
Research Proposal
• A written statement of the research design that includes a
statement explaining the purpose of the study

• Detailed outline of procedures associated with a particular

methodology