Professional Documents
Culture Documents
Research
When some one talks about
research it comes in mind as:
Laboratory
Aprons
Chemicals etc
It is not all that but it is more than
that
Solvable Problem
Unsolvable Problem
Ordinary Researchable
Problem/Q
Problem
Non Factual
Problem
1. Empirical
2. Verifiable
3. Cumulative
4. Deterministic
5. Neutrality
6. Statistical
Generalization
1. Empirical
Information based on:
. Sound and reliable observations,
. sound and reliable experiments and
. Sound and reliable surveys.
Some realities can be determined by observation, e.g
violation of traffic rules.
Some realities can be determined by experiments: e.g
fixing and no fixing price tag on products.
2. Verifiable
Information made are to be verifiable
again to confirm/prove or reject the
previous findings.
Employees of IoBM are motivated.
Such confirmation can be made by
same or other researchers.
3. Cumulative
4. Neutrality
In research, findings should not be
influenced by personal affiliations if
any.
[Human beings are not neutral. They are affiliated with some
Culture, Religion, and Politics Ideologies].
5. Deterministic
6. Statistical Generalization
Research is:
Systematic and Objective
process
of
generating
information
for
making
decisions.
[William G. Zikmund
]
Research
16
Product
Pricing
Promotion
Distribution
etc
Business
Research
Factors
Economy
Technology
Laws & Regulations
Social & Culture
Political Factors
Business Research
Research information is neither intuitive nor
haphazardly gathered.
Literally, research (re-search) -search
again
Business research must be objective
Detached and impersonal rather than biased
It facilitates the managerial decision process
for all aspects of a business.
1.4.
Solve problems
Decision making tool
Competition
Risk
Investment
Hire researchers and consultants
more effectively
Research
expenditures
Delay of
marketing
decision and
possible
disclosure of
information to
rivals
Possible
erroneous
research results
27
Time constraints
Availability of data
Nature of the decision
Benefits versus costs
Data
Is sufficient time
available before
a managerial
decision
must be made?
No
Yes
No
Is the decision
Yes
of considerable
strategic
or tactical
importance?
No
No
Conducting
Business
Research
Research
expenditures
Delay of business
decision and
possible disclosure
of information to
rivals
Possible erroneous
research results
Slide
5-18a
Table
5.5
Example
Ethical Standards
Preserving
participants
anonymity
Exposing
participants to
mental stress
Asking
participants
questions
against their
self-interest
Slide
5-18b
Table
5.5
Example
Involving
participants in
research
without their
knowledge
Using
deception
Using
coercion
Harassing by repeatedly
requesting telephone interviews
Changing participants in ways
they could not expect, such as a
taste test in which they cannot
identify their preferred brand and
unexpectedly lose confidence in
their ability to judge
Depriving
participants of
their right to
selfdetermination
Ethical Standards
Informed consent is a basic
ethical standard unless
minimal risk to subjects is
involved and the research
could not be practically carried
out with consent.
Incompletely informed consent
is considered ethical only if
there is minimal risk to
subjects and research cannot
be practically carried out
another way.
Coercion is unethical and
tends to bias results.
Researchers should try to
restore participants to their
original condition when this
occurs.
Source: Adapted from Gilbert A. Churchill, Jr. Basic Marketing Research, 3rd ed. (Fort Worth: The Dryden Press, 1996), pp.67-71.
1992 by the Dryden Press, reprinted by permission of the publisher.