W4 MODULE

Question 1

A _______________ is a written expression of the key question(s)
that a research user wishes to answer. It is the reason that research is being considered. It must be well stated and relevant.

Answer 1

decision statement

Question 2

_______________________
The process of defining and developing a decision statement and the steps involved in translating it into more precise research terminology, including
a set of research

Answer 2

Problem definition

Question 3

Ultimately, the quality of business research in improving business
decisions is limited by the quality of the problem definition stage. This is far from the easiest stage of the research process. Indeed, it can be the most complex.

Answer 3

Problem Complexity

Question 4

A problem occurs when there is a difference between the current
conditions and a more preferable set of conditions.

In other words, a gap exists between the way things are now and a way that things could be better.

1. Business performance is worse than expected business performance.
2. Actual business performance is less than possible business
   performance.
3. Expected business performance is greater than possible business
   performance.

Answer 4

The Problem-Definition Process

Question 5

The problem-definition process involves several interrelated steps.

Sometimes, the boundaries between each step aren’t exactly clear.

But generally, completing one step leads to the other and by the time the problem is defined, each of these steps has been addressed in some way.

The steps are
1. Understand the business situation—
identify key symptoms

2. Identify key problem(s) from symptoms
3. Write managerial decision statement and corresponding research objectives
4. Determine the unit of analysis
5. Determine the relevant variables
6. Write research questions and/or research hypotheses

Question 6

is an interview technique that tries to draw deeper and more elaborate explanations from the discussion.

This discussion may involve potential problem causes.

Answer 6

PROBING

Question 7

This probing process will likely be very helpful in
identifying key variables that are prime candidates for study.

Often, multiple interviews are necessary to identify all the key
symptoms and gain a better understanding of the actual business situation.

Answer 7

PROBING

Question 8

express the research objectives in terms of
questions that can be addressed by research.

Answer 8

RESEARCH QUESTIONS

Question 9

________________ make it easier to understand what is perplexing
managers and to indicate what issues have to be resolved.

Answer 9

Research questions

Question 10

A ______________________
is the researcher’s translation of the marketing problem into a specific inquiry.

Answer 10

research question

Question 11

is a written statement of the research design.

It always includes a statement explaining the purpose of the study (in the form of research objectives or deliverables) and a definition of the problem, often in the
form of a decision statement.

Answer 11

THE RESEARCH PROPOSAL

Question 12

A good proposal systematically outlines the particular research methodology and details procedures that will be used during each stage of the research process. Normally a schedule of costs and deadlines is included in the research proposal.

The research proposal becomes the primary communication document between the researcher and the research user.

Answer 12

THE RESEARCH PROPOSAL

Question 13

is research that addresses business
objectives through techniques that allow the researcher to provide elaborate interpretations of market phenomena without depending on numerical measurement.

Answer 13

Qualitative business research

Question 14

measurement. Its focus is on discovering true inner meanings and new insights. Qualitative research is very widely applied in practice. There are many research
firms that specialize in qualitative research.

Answer 14

Qualitative business research

Question 15

is less structured than most quantitative approaches. It does not rely on self-response
questionnaires containing structured response formats.

Instead, it is more
researcher-dependent in that the researcher must extract meaning from
unstructured responses, such as text from a recorded interview or a collage representing the meaning of some experience, such as skateboarding.

Answer 15

Qualitative business research

Question 16

can be defined as business research
that addresses research objectives through empirical assessments that involve numerical measurement and analysis approaches.

Answer 16

Quantitative business research

Question 17

—originating in philosophy and psychology

Answer 17

Phenomenology

Question 18

—originating in anthropology

Answer 18

Ethnography

Question 19

—originating in sociology

Answer 19

Grounded theory

Question 20

—originating in psychology and in business research

Answer 20

Case studies

Question 21

A philosophical approach to studying human experiences based on the idea that human experience itself is inherently subjective and determined by the context in which people live.

Answer 21

Phenomenology.

Question 22

represents ways of studying cultures through methods
that involve becoming highly active within that culture.

Answer 22

Ethnography

Question 23

Participant-observation
typifies an ethnographic research approach. Participant observation means the researcher becomes immersed within the culture that he or she is studying and
draws data from his or her observations.

Answer 23

Ethnography

Question 24

Represents an inductive investigation in which the
researcher poses questions about information provided by respondents or taken from historical records; the researcher asks the questions to him or herself and repeatedly questions the responses to derive deeper explanations.

Answer 24

Grounded theory

Question 25

simply refer to the documented history of a particular person, group, organization, or event. Typically, a case study may describe the
events of a specific company as it faces an important decision or situation, such as introducing a new product or dealing with some management crisis.

Textbook cases typify this kind of case study. Clinical interviews of managers, employees, or customers can represent a case study.

Answer 25

Case studies

Question 26

The _______________ can
then be analyzed for important themes. Themes are identified by the frequency with which the same term (or a synonym) arises in the narrative description.

The themes may be useful in discovering variables that are relevant to potential
explanations.

Answer 26

case studies

Question 27

Recognize technological advances in the application of __________________________ approaches.

Videoconferencing and online chat rooms are more economical ways of
trying to do much the same as traditional focus group interviews.

Some companies have even established a focus blog that is a source for continuous commentary on a company.

While they are certainly cost advantageous, there
is less control over who participates. Recognize common qualitative research

Answer 27

qualitative research approach

Question 28

Recognize common qualitative research tools and know the advantages and
limitations of their use.

• The most common qualitative research tools include the _______________________ and the ________________. The focus group has some cost advantage
  per respondent because it would take ten times as long to conduct the interview
  portion(s) of a series of depth interviews compared to one focus group. However, the depth interview is more appropriate for discussing sensitive topics.

Answer 28

focus group interview
depth interview