Chapter 1-4 Flashcards
eddddddddddddCross-sectional research studies ________.
a.
A phenomenon at a particular point in time
b.
A phenomenon in different industries
c.
A phenomenon over a period of time
d.
A phenomenon in different countries
A census includes all the elements in a population.
a.True b.False
Which of these is a disadvantage of secondary data?
a.
It already exists
b.
Inexpensive
c.
Fast to obtain
d.
Addresses the topic differently
At what stage in the research process do ethics become unimportant?
a.
After access has been granted
b.
After data has been gathered
c.
After the data has been analyzed
d.
Never
4 ways that businesses collect data?
Transactional - Online and in-store
purchases
Online, phone, in-store
inquiries
Warehouse and shipping
manifests
Machine performance
Observational: Online Web visits and in-
store shopping trips
Competitor interactions
Click-through paths on Web
In-store customer service
interactions
Stock price valuations
Biometric measures (For
Example, neuromarketing,
FMRI, PET, eye tracking
Conversational: Surveys, online and in-
store intercepts
Call center interactions
In-store customer
service interactions
Web chat interactions
In-store checkout
Candidate interviews
Performance reviews
Exit interviews
Annual stockholder
meetings
Financial performance
presentations
Listening tours
Twitter posts
Facebook posts
(company site)
Blog activity
Other social media
posts or discussions
Internet Analytics: Keyword searches
Click analysis
Google+
Government/Regulatory Intelligence
Sources of government intelligence include speeches by elected officials, recordings of public proceedings, press releases, and agency websites.
Competitive Intelligence
the ability to gather, analyze, and use information collected on competitors, customers, and other market factors that contribute to a business’s competitive advantage.
Economic Intelligence
Sources of economic intelligence include literature searches and government reports.
Demographic Intelligence
Sources of demographic intelligence include syndicated studies, government reports, and business research.
Cultural/Social Intelligence
Sources of cultural and social intelligence include syndicated studies, public opinion organizations, business research, and government reports.
technological Intelligence
Sources of technological intelligence include patent filings, web sites, syndicated industry studies, presentations at conferences, literature searches, and clipping services.
The Research Process
- Clarify the research questions via exploration
- Design the research
- Collect and prepare data
- analyze and interpret data
- report insights and recommendations
Research vs Data Analytics
Research
Current-problem focused.
Collects new data.
Can infuse new with historical data.
Can answer “WHY.”
Data Analytics
Used to understand the past.
Looks for patterns in historical data.
Can’t answer “WHY.”
The Scientific Method
The scientific method is an empirical method for acquiring knowledge that has characterized the development of science since at least the 17th century. The scientific method involves careful observation coupled with rigorous scepticism, because cognitive assumptions can distort the interpretation of the observation
Types of Variables
Dependant: expected to be affected by the independent variable
Independent: expected to affect the dependent variable.
Moderating: Alternative I V; possible significant contributory effect on I V-D V
Control: Might influence the I V-D V, but effect is not at the core of the problem studied
Confounding: Alternative I V; unknown effect on I V-D V
Intervening: Theoretically might affect; effect can’t be determined
Language and Success of Research
We must attempt to measure concepts in a clear manner that others can understand. If concepts are not clearly conceptualized and measured, we will receive confusing answers.
The Role of Hypotheses
Guide the direction of the study
Identify relevant facts
Suggest the most appropriate research design
Provide framework for organizing resulting conclusions
Inductive Reasoning
Inductive reasoning is any of various methods of reasoning in which broad generalizations or principles are derived from a body of observations
Checklist for a Strong Hypothesis
Adequate
Testable
Better than rivals
Research design
the blueprint for fulfilling objectives and providing the insight to answer the management dilemma. There are many methods, techniques, procedures, and protocols possible
sampling design
to identify the target population and determine whether a sample or census is desired. A census is a count of all elements in a population. A sample is a group of cases, participants, events, or records that constitute a portion of the target population. The researcher must determine whether to choose a probability or nonprobability sample
pilot test
test weaknesses in the research design and the measurement instrument and protocols and to provide proxy data for selection of a probability sample
Secondary data
are originally collected to address a problem other than the one which require the manager’s attention at the moment
Primary data
are data the research collects to address the specific problem at hand
Factors that influence a research report
perspective
method
content
audience
Research Process Problems to Avoid
Over embracing Data Analytics
Favored-Technique Syndrome - means that managers may feel that they do not want to collect more data until they have thoroughly evaluated all existing data. While data mining can be a good starting point, it will rarely address all questions related to a specific management dilemma.
Researcher Inexperience
Research Process Pitfalls to Avoid
Ill-defined Management Problem
Unresearchable Questions
Manager’s Hidden Agendas
Researcher Inexperience
management-research question hierarchy
develop other questions by progressively breaking down the original question into more specific ones
Ethical Issues in Research Process
Deception, bias, security, respect, notice, etc.
management question
a restatement of the manager’s dilemma in question form.
investigative question
the question the researcher must answer to satisfactorily answer the research question
research question
the hypothesis that best states the objective of the research; the question that focuses the researcher’s attention
measurement question
the question asked of the participant or the observations that must be recorded
Exploration Strategy
What information sources should be used?
What methods will be used to extract information from these sources?
Tertiary Sources
are aids to discover primary or secondary sources or an interpretation of a secondary source.
Indexes
Bibliographies
Internet
search engines
Primary Internal Sources
Many company reward programs collect transaction data made via store-owned credit programs.
Data can reveal the likely success of a promotion or the sales lift effect of a price incentive.
literature search
is a review of books, journal articles, and professional literature that relate to the management dilemma. This may also include Web-published material. This slide details the five steps of a literature search.
Examples of secondary sources
An index is a secondary data source that helps to identify and locate a single book, journal article, author, etc. from a larger set.
A bibliography is an information source that helps locate a single book, article, photograph, etc.
Dictionaries are secondary sources that define words, terms, and jargon.
Encyclopedias are secondary sources that provide background or historical information about a topic.
A handbook is a secondary source used to identify key terms, people, or events relevant to the management dilemma or management question.
Directories are reference sources used to identify contact information.
Timelessness vs
Recentness
Timelessness (the more the data hasn’t been affected by time, the more valuable the data).
Recentness (the more current the data, the more valuable the data.)
Compatibility
Quality
Author’s Experience.
source evaluation process
Purpose is the explicit or hidden agenda of the information source
Scope is the breadth or depth of topic coverage, including time period, geographic limitations, and the criteria for information inclusion.
Authority is the level of the data (primary, secondary, tertiary) and the credentials of the source author.
Audience refers to the characteristics and background of the people or groups for whom the source was created.
Format refers to how the information is presented and the degree of ease in locating specific information within the source.
Task budget
Dollars are drawn from the discretionary reserves of an organization or the budget of an in-house research operation to fund a research project. A discretionary reserve might be based on a fixed percentage of projected or prior year’s sales.
Functional area budget
Dollars drawn from a portion of the manager’s business unit’s operational funds and allocated to research activities. The manager has the authority to spend budget dollars as he or she desires. This process is also competitive because, internally, the manager has numerous goals and priorities. Government agencies, not-for-profits, and businesses alike frequently manage research budgeting this way.
Advocate for Research
Every research project needs an advocate.
The process for obtaining funding is competitive among managers.
The best-crafted argument should, but doesn’t always, win approval.
Research design
the blueprint for fulfilling research objectives and answering investigative questions. Its essentials include 1) an activity and time-based plan, 2) a plan based on the research questions, 3) a guide for selecting sources and types of information, 4) a framework for specifying the relationships among the study’s variables, and 5) a procedural outline for every research activity.
Research Design Essentials
Exploratory studies
used when the research question is still fluid or undetermined. The goal of exploration is to develop hypotheses or questions for future research
Formal studies
used when the research question is fully developed and there are hypotheses to be examined
Some Exploratory Study Methods
Participant observation.
Film, photographs.
Projective techniques.
Case studies.
Ethnography.
Expert interviews.
Document analysis.
Proxemics and Kinesics.
census
requires that you take information from all elements of the target population (e.g., drain the blood from a body).
sample
requires that you take only some elements from the target population (e.g., use a drop of blood from a body).
Monitoring
collectS information by observation from a unit of the target population, either electronic or in person
Communication
collects information by talking with a member of the target population.
Cross-sectional
one measurement at one point in time
Longitudinal
many measurements in specified period of time
Field conditions
the research occurs in the actual environmental conditions where the dependent variable occurs
Experiments
are studies involving the manipulation of one or more variables
