Business

Research Methods
William G. Zikmund

Chapter 6:
Problem Definition and the
Research Proposal

A Sea Horses Tale

Problem
discovery

Problem Discovery
and Definition

Sampling

Selection of
exploratory research
technique

Secondary
(historical)
data

Experience
survey

Probability

Pilot
study

Case
study

Data
Gathering
Data
Processing
and
Analysis

Problem definition
(statement of
research objectives)

Experiment
Laboratory

Conclusions
and Report

Survey
Field

Interview

Nonprobability

Collection of
data
(fieldwork)
Editing and
coding
data
Data
processing

Selection of
basic research
method

Research Design

Selection of
exploratory research
technique

Questionnaire

Observation

Secondary
Data Study

Interpretation
of
findings

Report

Uncertainty Influences the Type

of Research
CAUSAL OR
DESCRIPTIVE

COMPLETELY
CERTAIN

ABSOLUTE
AMBIGUITY

EXPLORATORY

Problem Discovery and Definition

First step
Problem, opportunity, or monitor operations
Discovery before definition
Problem means management problem

The formulation of the problem

is often more essential than its
solution.
Albert Einstein

Problem Definition
The indication of a specific business
decision area that will be clarified by
answering some research questions.

Defining Problem Results in

Clear Cut Research Objectives
Symptom Detection
Analysis of
the Situation
Problem Definition
Statement of
Research Objectives

Exploratory
Research
(Optional)

The Process of
Problem Definition
Ascertain the
decision makers
objectives

Determine unit
of analysis

Understand
background of
the problem

Determine
relevant
variables

Isolate/identify
the problem, not
the symptoms

State research
questions and
objectives

Ascertain the Decision Makers

Objectives
Decision makers objectives
Managerial goals expressed in measurable
terms.

10

The Iceberg Principle

The principle indicating that the dangerous
part of many business problems is neither
visible to nor understood by managers.

Understand the Background of

the Problem
Exercising judgment
Situation analysis - The informal gathering
of background information to familiarize
researchers or managers with the decision
area.

12

Isolate and Identify the Problems,

Not the Symptoms
Symptoms can be confusing

13

Symptoms Can Be Confusing

Twenty-year-old neighborhood swimming
association:
Membership has been declining for years.
New water park -residents prefer the
expensive water park????
Demographic changes: Children have
grown up

Organization
Twenty-year-old
neighborhood
swimming
association in a
major city.

Symptoms
Membership has been
declining for years.
New water park with
wave pool and water
slides moved into
town a few years ago.

Problem Definition
Based on Symptom

True Problem

Neighborhood
residents prefer the
expensive water
park and have
negative image of
swimming pool.

Demographic changes:
Children in this 20year-old neighborhood
have grown up. Older
residents no longer
swim anywhere.

What Language Is Written on

This Stone Found by
Archaeologists?
TOTI
EMUL
ESTO

The Language Is English: To Tie

Mules To

TOTI
EMUL
ESTO

Determine the Unit of Analysis

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

18

Determine the Relevant Variable

Anything that may assume different
numerical values

19

Types of Variables

Categorical
Continuous
Dependent
Independent

Hypothesis
An unproven proposition
A possible solution to a problem
Guess

State the research questions and

research objectives

22

If you do not know where you are going,

any road will take you there.

Broad
research
objectives

Statement
of business
problem

Exploratory
research
(optional)

Specific
Objective 1

Specific
Objective 2

Specific
Objective 3

Research
Design

Results

The Process of
Problem Definition
Ascertain the
decision makers
objectives

Determine unit
of analysis

Understand
background of
the problem

Determine
relevant
variables

Isolate/identify
the problem, not
the symptoms

State research
questions and
objectives

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

Basic Questions Problem Definition

What is the purpose of the study?

How much is already known?
Is additional background information necessary?
What is to be measured? How?
Can the data be made available?
Should research be conducted?
Can a hypothesis be formulated?

Basic Questions Basic Research Design

What types of questions need to be
answered?
Are descriptive or causal findings required?
What is the source of the data?

Basic Questions Basic Research Design

Can objective answers be obtained by
asking people?
How quickly is the information needed?
How should survey questions be worded?
How should experimental manipulations be
made?

Basic Questions Selection of Sample

Who or what is the source of the data?

Can the target population be identified?
Is a sample necessary?
How accurate must the sample be?
Is a probability sample necessary?
Is a national sample necessary?
How large a sample is necessary?
How will the sample be selected?

Basic Questions Data Gathering

Who will gather the data?

How long will data gathering take?
How much supervision is needed?
What operational procedures need to be
followed?

Basic Questions Data Analysis

Will standardized editing and coding
procedures be used?
How will the data be categorized?
What statistical software will be used?
What is the nature of the data?
What questions need to be answered?
How many variables are to be investigated
simultaneously?
Performance criteria for evaluation?

Basic Questions Type of Report

Who will read the report?
Are managerial recommendations
requested?
How many presentations are required?
What will be the format of the written
report?

Basic Questions Overall Evaluation

How much will the study cost?

Is the time frame acceptable?
Is outside help needed?
Will this research design attain the stated
research objectives?
When should the research be scheduled to
begin?

Anticipating Outcomes
Dummy tables
Representations of the actual tables that will
be in the findings section of the final report;
used to gain a better understanding of what
the actual outcomes of the research will be.