Summary - \"Business Research Methods\" - chapters 1, 2, 3, 4, 5, 6 and 7 PDF

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BRMChapter 1Fundamental vs Applied researchA good academic should be able to do both: Advance marketing thought Translate and communicate the importance and value of marketing theory to the market place In other words, marketing is 1) rigor (scientific part) 2) relevance (managerial part)Where do ac...

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BRM Chapter 1 Fundamental vs Applied research A good academic should be able to do both: - Advance marketing thought - Translate and communicate the importance and value of marketing theory to the market place In other words, marketing is 1) rigor (scientific part) 2) relevance (managerial part) Where do academics have an advantage over practicioners (beoefenaar)?  Answer to the general “why” as to why certain phenomena or patterns are occuring - For a single company it would cost too many resources to find out - We make it our core business to know Fundamental: Researcher  knowledge  Researcher  practice  researcher  theory Theory as input and output Applied research: Practice  researcher  practice  researcher  knowledge  researcher  practice - It is conducted in order to reveal answers to specific questions related to action, performance or policy needs - More directed with immediate managerial decisions Pure research - = Trying to increase understanding of fundamental principles within a scientific field - It aims to solve perplexing questions that have little impact on action, performance or policy decisions

Types of research goals - Reporting o Provides account or summation of data - Descriptive o Tries to discover answers to questions who, what, when, where and sometimes how o Try to find answers by creating an profile or group of problems, people or events o Involve the collection of data and an examination of the distribution and number of times the researcher observes a single event or characteristic (research variable) - Explanatory o Theory based answering why and how questions o You use theories/hypothesis o You try to explain reasons for phenomenon that the descriptive study only has been observed - Predictive o Theory based attempting to predict future events o When may it reoccur? o Explain AND predict relationships (cause-effect) o Other methods: Scenario models and expert surveys  Scenario model = researcher works out different scenarios based on different assumptions

Expert survey = mostly based on qualitative interviews with experts and distilling the most likely from these expert opinions When you’re able to replicate a particular outcome  objective of control 

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What is good research? - When it follows the structure of a scientific method o Purpose clearly defined o Research process detailed o Research design thoroughly planned o High ethical standards applied  A research design includes safeguards against causing mental or physical harm to participants and that makes data integrity (eerlijkheid) a first priority o Limitations frankly (open) revealed o Adequate analysis for decision-maker’s needs  Analysis of data should be extensive enough to reveal its significance, and the methods of analysis used should be appropriate o Findings presented unambiguously o Conclusions justified  Conclusions should be limited to those for which the data provide an adequate basis  Specify under which conditions your conclusions are valid o Researcher’s experience reflected

Systematic, controlled, empirical (proefondervriendelijk), and critical investigation)  Systematic/controlled  The degree to which the observations are controlled and alternative explanations of the outcome are ruled out  Empirical/critical  requirement to test subjective beliefs against objective beliefs Always problem-solving based o

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Two different research approaches: - Deduction o A form of inference (gevolgtrekking) that purports (betekenen) to be conclusive (onweerlegbaar)  Premises (redenen) must reflect real world  true  Conclusion must follow from premises  valid - Induction o It draws conclusions form one or more particular facts  It draws its inference from observed facts Inductive research - Based on small number of observations in practice, generate possible explanations (hypothesis) - From specific observations in practice to theory - Theory building/generation: one explanation among many possible explanations - Whether explanations holds true on a larger scale is unclear, that would require a large-scale empirical test Deductive research - Based on theoretical explanations of how phenomena work, develop specific predictions (hypothesis) about what will be observed in (business) practice - Theory testing/verification: test whether an explanation holds true on a large scale, by collecting many observations - From theory to observations in practice

Language Before we move on, let’s talk about language. Marketing Research has its own terminology, and it is important to familiarize yourself with that terminology. It will make life a lot easier! What is theory NOT? References Data Lists of variables Diagrams Hypotheses or predictions Theory is: - About connections between phenomena A story about why events, structure and thoughts occur together A theory is a set of systematically interrelated concepts, definitions and propositions that are advanced to explain and predict phenomena (facts) In other words: It delves into underlying processes, so as to understand the systematic (planmatige ) reasons for a particular occurrence or nonoccurrence Construct: abstract/ theoretical description defined by the researchers - Is a combination of simpler concepts - They cannot be observed - They refer to phenomena that are real and exist independent of the researcher - Ex. IQ, Trust - Ex. An abstraction like personality is much more difficult to visualize - You can make an conceptual scheme Variable: exact description of the construct as we measure it in our study - Any observable entity (event, act, characteristic, trait or attribute) which is capable of assuming two or more values - You make from a construct  an observable variable - Is a construct on an empirical level - Dichotomous variables o Have ONLY 2 values o Ex. Employed/unemployed o Ex. Male/female - Continuous variables o These variables may take on values within a given range or in some cases an infinite set  Test score of 0 to 100 - Independent and dependent variables o Independent  = A predictor  Describes direct influencing factors o Dependent  = Outcome  Describes the phenomenon to be explained  There are predictions about this variable - Moderating

Concept A bundle of meanings of characteristics associated with certain events, objects, conditions, situations and behaviours (height, age, profit) May be directly observable

Construct  variable Performance  sales, profit Cohesion  Rate of interaction

= A second independent variable that is included because it is believed to have a significant contributory or contingent effect on the original IV-DV relationship Extraneous variable o = It might conceivably affect a given relationship  but often no real effect o Control variable, controleert de extraneous variable om zeker te zijn dat het geen effect heeftt  = Their effect is not the core o BUT EXTRANEOUS VARIABLES are called: Confounding variables (CFVs), when they affect the relationship Intervening variable (IVV) o = A conceptual mechanism through which the IV and MV might affect the DV o BUT cannot be observed or has not been measured o

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Hypothesis - = Are your expectations, formulated as propositions or statements, concerning the relationship of variables, on the basis of theory - Statements in which we assign variables to cases o = A sense as the entity, or thing, the hypothesis talks about Descriptive hypotheses - = These are propositions that typically state the existence, size, form or distribution of some variable - More often used than this one: Research question Relational hypothesis - = Statements that describe a relationship between two variables with respect to a particular case - Je bekijkt een relatie tussen en cases en de 2 variables - Correlational hypotheses: o The variables occur together in some specified manner without implying that one causes the other - Explanatory (causal) hypotheses o = Implication that the existence of, or a change in, one variable causes or leads to a change in the other Research variable - = Are factors that can be manipulated and measured Research philosophies (twee benaderingen van kennis) In brief: Positivism vs Interpretivism • Behavior of human beings in a society is sought to be explained on the basis of two very popular theories known as positivism and Interpretivism • While positivism looks at institutions in the society, Interpretivism looks at the individual in the society • Positivism is macro sociology while Interpretivism is micro sociology • While positivists try to treat sociology as a science dealing in numbers and experiments, interpretivists criticize this approach and say that sociology is not a science and human behavior cannot be explained through quantification. Positivism - Quantification - Looks at institutions in the society - Researcher is independent - Research is value-free - The world is external and objective - Gaat ervan uit dat de omgeving vrij stabiel is. Je krijgt dus precieze metingen, analysis en feiten waarop de theorie gebaseerd is

Interpretivism - No quantification, but meanings - Looks at the individual in the society - Researcher is part of what is observed and sometimes even actively collaborates - Research is driven by human interest - The world is socially constructed and subjective - Gaat vaak om meningen, want je gaat ervan uit dat X niet altijd Y veroorzaakt Scientific attitude - = Unleashed the creative drive that makes discovery possible o Curiosity o Self-doubt

Chapter 2 BRM: The research process and proposal Learning objectives L1 Research is decision and dilemma centred Research process = a whole process with different steps Issues in the research problem formulation => try not to wander off Politically motivated research - Research may be authorized as a measure of personal protection for a decision maker in the event that he or she is criticized later Ill-defined research questions/management problems - Are least susceptible (onderhevig) that to attack from quantitative research methods because such problems have too many interrelated facets for measurement to handle with accuracy (juistheid) - The problem is so complex Unresearchable questions - It is not possible for these questions to provide any observation or data to provide the answer. A researchable question must be one for which observation or other data collection can provide the answer - Even when it can be answered by facts alone, it might not be researchable because currently accepted and tested procedures or techniques are inadequate Steps of the research process Step 1: Discovering Research dilemma - Triggers the need for investigating how the dilemma can be solved - How does a dilemma appear? o All examples of outcomes which signal that all is not well in a business o Observations made in the real world may contradict common theoretical predictions - A thorough (nauwkeurig) understanding of the management question is fundamental to success in the research enterprise (onderneming) Step 2: Defining Management dilemma - The process begins at the most general level with a management/research dilemma, which is usually a symptom of an actual problem - Not difficult to identify management/research dilemma o The difficulty may lie in choosing one dilemma on which to focus Step 3: make the management question - The manager moves from management/research dilemma to the management question  in order to proceed with the research process

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This question restates the dilemma in question form BUT we can categorize the questions o Choice of purpose or objectives  What do we want to achieve? o Generation and evaluation of solutions  How can we achieve the ends we seek  Concrete problems  Ex. How can we achieve our 5 year goal?  Ex. How can we explain? o Troubleshooting, or control, situation  The problem usually involves monitoring or diagnosing various ways in which an organization is failing to achieve its established  “Why does our department incur the highest cost???” Make specific sub-questions, when there is a discussion between the researcher and the manager To move forward in the management research question, the client needs to collect some exploratory information Exploration may be needed in different steps, and this all starts with searching for data o An unstructured exploration allows the researcher to develop and revise (herzien) the management question and determine what is needed to secure answers to the proposed question

Step 4: Design a research question - = The hypothesis of choice that best states the objective of the research study. It is a more specific management question that must be answered - Consider the research question to be fact-oriented information-gathering question - The researcher may give some examples to the manager of which courses of action should and can be researched - Defining the research question incorrectly is a fundamental weakness in the research process - At defining the research question, the insight and expertise of the manager come into play - Fine tuning the question is precisely what a skilful practitioner must do once the initial exploration is complete - When the plausible causes of the problem have been defined accurately and the research question is clearly stated, it is possible to develop sub-questions - What plausible courses of action are available to management to correct the problem or take advantage of the opportunity? Step 5: Form investigative question - = It reveals the specific pieces of information that the manager feels he or she needs to know in order to answer the research question - Questions that the researcher must answer to arrive at a satisfactory conclusion about the research question - To formulate an investigative question, the researcher takes a general research question and breaks it into more specific question about which to gather data Step 6: measurement questions - = Should be outlined by completion of the project-planning activities - There are two types: o Pre-designed/pre-tested questions  Those have been formulated and tested by previous researchers  Enhanced validity  Can reduce cost of the project o Customer-designed questions - Questions we actually ask the respondents - This stage may involve several levels of questioning before it is possible to develop satisfactory measurement questions

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With these questions you gather the info you need

Step 7: research design - = The blueprint for fulfilling objectives and answering questions - Selecting a design may be complicated by the availability of a large variety of methods, techniques, procedures, protocols and sampling plans - By creating a design using diverse methodologies, researchers are able to achieve greater insight - First: Choose a technique - Second: Sampling design: Identify a target population - Third: pilot testing  the data-gathering phase of the research process begins with this o A way to detect weakness in design and instrumentation o To provide proxy data - Fourth: Data collection o The method selected will largely determine how the data are collected  What is data  Data present facts to the researcher  Are processed by our senses  Are elusive (ontastbaar), complicated  Reflect truthfulness  Two kinds of data o Secondary data  found by someone else o Primary data - BUT be aware that all the info from a database distract you Step 8: Data analysis - = Reducing accumulated data to a manageable amount, developing summaries, looking for patterns and applying statistical techniques Step 9: reporting the results - = You prepare a report and transmit the findings and recommendations to the manager for the intended purpose of decision-making - The research report should contain: o Executive summary o Overview of the research o Section on implementation (uitvoeren) strategies o Technical appendix, with all the materials needed to replicate the project Academic teamwork The first important issue in teamwork is the order of the authors is not the most effective criteria to assign the team coordinator function The second important issue in teamwork is the division in tasks. - Common: One writes the theory, while the other conducts the analysis - No one can completely specialize Academic teamwork knows some specialization, but their needs to be sufficient overlap between the knowledge of the team members Resource allocation and budgets Three types of budgets 1. Rule-of-thumb budgeting a. Taking a fixed percentage of some criterion b. Ex. % of the prior year’s sales revenues 2. Departmental or functional area budgeting a. A portion of total expenditures in the unit to research 3. Task budgeting a. On an ad hoc basis b. The least proactive but does permit definitive cost-benefit analysis

Research evaluation - An appropriate research study should help managers avoid losses and increase sales or profits - Even if the researcher can give good cost and information estimates, the managers still must judge whether the benefit outweigh the cost - The value of applied research is not difficult to determine - Two types of methods o Ex-post facto evaluation  After the research is done o Prior or interim evaluation  Before measurement of value L4 The purpose of the proposal The research proposal Proposal = an activity that incorporates decisions made during the early project planning phases of the study, including the management research question hierarchy and exploration - A written proposal is often required when a study is being suggested o This ensures that all the parties involved concur (overeenstemmen) on the project’s purpose and on the proposed methods of investigation - Substantial background and elaboration of proposed techniques may be included - Types of proposals: o Memo-type proposal, the research question may be incorporated  A statement of what will be done o Research proposals  More detailed  The formulation of the research question is more specific - Purpose? o Presenting the management or research question to be researched and relate its importance o Discuss the research efforts of others who have worked on related management questions o Suggest the data necessary for solving the question and how the data will be gathered, treated and interpreted - It allows the sponsor to assess the sincerity of the researcher’s purpose o The proposal brings the discipline to the sponsor - The proposal displays the researcher’s discipline, organization and logic o A poorly planned one damages the researcher’s reputation more than the decision not to submit a proposal - Proposal is often a response on a request  request for proposal (RFP) - A proposal is as beneficial for the researcher as for the sponsor - Developing the proposal offers the opportunity to spot flaws - The proposal provides an outline for the final research report Types of research proposal 1. Internal proposal a. Produced by staff specialists or by the research department within the firm b. More succinct (kort) c. Executive summaries are mandatory (only in real simple proposals NOT) d. Including jargon e. Including budget f. Doesn’t need to have measuring instrument 2. External proposal a. Sponsored by university grant committees, government agencies, government contractors, not-for profit organizations or corporations can be classified further as either solicited or unsolicited b. Solicited proposal i. Often in response to an RFP

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ii. The proposal is likely to be competing against several others for a contract or grant Unsolicited proposal i. Represents a suggestion by contract researcher for research that might be done ii. The unsolicited proposal has the advantage of not competing against others but the disadvantage of having to speculate on the ramification (Vertakking) of a management dilemma facing the firm’s management iii. The executive summary may be included iv. This proposal deals with the objectives, design, qualifications, schedule and budget

3 levels of complexity 1. Exploratory study  generates the most simple research proposal 2. Small-scale study  either an internal...