Chapter 1
The role of business research
1. The scope of business research
- The emphasis of business research is to shift decision makers from risky intuitive decision to
decisions based on systematic and objective investigations.
- To facilitate all the managerial decision process for all aspects of business
For-profit organization: e.g. production , finance ,marketing or management.
Not-for-profit organization that require business skills to produce and distribute service that people
want
2. Business Research defined
- The systematic and objective process of gathering, recording, and analyzing data for aid in making
business decisions. The research information should be 1. Scientific 2. Objective 3. Impersonal ,
unbiased
3. Basic Research and Applied Research
1. Basic or Research
Research that is intended to expand the boundaries of knowledge itself or to verify the acceptability of
a given theory.
2. Applied Research
Research undertaken to answer questions about specific problems or to make decisions about a
particular course of action or policy decision.
4. When is Business Research is needed?
- Time constraints ; is sufficient time available before a managerial decision must be made?
- Availability of data ; is the information already on hand inadequate for making the decision?
- Nature of the decision ; is the decision of considerable strategic or tactical monument?
- Benefit versus cost ; does the value of the information exceed the cost?
5. Major topic for research in Business
- Cross-function teams; team of people from various departments within a company, who work
together to accomplish a common goal.
1
Chapter 3
Theory Building
1. Goals of Theory
- To understand and predict the behavior or characteristics of one phenomenon form the knowledge of
another phenomenon’s characteristics.
2. The meaning of Theory
- A coherent general propositions used to explain the apparent relationships among certain observed
phenomena. Theories allow generalizations beyond individual facts or situations.
3. Concept and nature of propositions
Abstract level; concepts and propositions
- The level of knowledge expressing a concept that exist only as an idea or quality apart from an abject.
Empirical level; variables and hypotheses
- The level of knowledge reflecting that which is verifiable by experience, experimentation or
observation.
3.1 concept are generalized ideas about a class of objects.
3.2 Variables concept are a reflection of concepts an measurable level
3.3 Proposition is an universal connection, relationship between event/things.
3.4 Hypothesis is a proposition empirically testable.
Ladder of abstraction
- Organization of concepts in sequence from the most concrete and individual to the most general.
4. Theory generation
- Combination of both deductive and inductive reasoning
- Deductive reasoning (abstract level);
the logical process of deriving a conclusion from a known premise or something known to be true
- Inductive reasoning (empirical level);
The logical process of establishing a general proposition on the basis of observation of particular facts
2
Chapter 4
The Business Research Process
1. Decision Making
- The process of developing and deciding among alternative ways of resolving a problem or choosing
from among alternative opportunities.
The key to decision making is to recognize the nature of the problem/opportunity
to identify how much information is available, and
to recognize that information is needed.
Certainty has all information so research may not be needed.
Uncertainty information about the alternatives are incomplete.
Ambiguity nature of the problem to be solved is unclear, so needed research.
2. Type of business research
2.1 Exploratory studies (unaware of problem)
o To clarify and define the nature of problem
o Not intended to provide conclusive evidence
o Merely crystallizes the problem and identifies information needed.
2.2 Descriptive research (aware of problem)
- to discover and determine the characteristics of the population
- to answer who, what, when, where, how not why
- to determine a course of action
2.3 causal research (problem clearly defined)
- to identify cause and effect relationship
- researchers are quite knowledgeable about the subject
3. Stages in the research process
There are 6 stages in the entire research process
- Defining the research objective
- Planning a sample
- Analyzing the data
- Planning a research design
- Collecting data
- Formulating the conclusions and preparing a report
Forward linkage
- Implies that the earlier stages of research will influence the design of the later stages
Backward linkage
3
- Implies that the later steps have an influence on the earlier stages in the research process
4. Decision alternatives in the research process
4.1 Problem discovery and definition
- The indication of a specific business decision area the will be clarified by answering some research
questionnaire, give the sense of direction to the investigation.
- Definition error is a costly mistake, it cannot be corrected at the later stage
- Possibly the most important part of BR
- Explanatory research is often used.
1.Secondary data
2.Pilot studies
3.Case studies
4.Experience surveys
1.2 Planning the research design
- A master plan specifying the methods and procedures for collecting and analyzing the needed
information
- The design technique
1.Survey
2.Experiment
3.Secondary data
4.Observation technique
1.3 Sampling
Who is to be sampled? , how large a sample? , how to selected?
- Uses a small number of items to make conclusion about the whole population.
1. Probability sample : every member of the population has a known.
2. Non-probability sample : the sample is selected on the basis of personal judgment
1.4 Data collection
- Depending on the design chosen, there are many methods of data collection.
- A pre-testing mat help minimize errors in the main study.
1.5 Data processing and data analysis
- Data must converted, through editing and coding, into a small format
1. Editing involves checking the data forms of omissions, legibility and consistency in classification.
2. Coding can be done manually or by computer
- Before editing data is tabulated in meaningful categories for groups of responses.
3. Analysis is the application of logic to the understanding of the data.
1.6 Conclusion and report preparation
- Should be effectively communicating the research findings. Otherwise, it is useless
4
Chapter 6
Problem Definition and the research proposal
1. Importance of starting with a good problem definition
- Decision Statement
A written expression of the key question that the research user wishes to answer.
- Problem definition
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 objectives.
- Indicates a specific business decision that are clarified by answering some research questions
- Extremely important because such definition will determine the purpose, the research design
- Formal qualitative research should not begin until the problem has been clearly defined
- If quantitative research is conducted before understand exactly what is important, then false
conditions may be drawn from the investigation
2. Problem complexity
Easier
Harder
- Situation is routine
- Situation appears new
- A dramatic change occurs
- Change is subtle
- Symptoms are isolated
- Symptoms are scattered
- Symptoms are consistent
- Symptoms are ambiguous
3. The Problem definition process
a. Understand the situation
b. Identify the problems
c. Write managerial decision statement and objectives
d. Determine the unit analysis
e. Determine relevant variables
f. Write research questions and research hypothesis
- Problem
When there is a difference between the current conditions and a more preferable set of conditions
- Problem mean gaps
Business Performance is worse than expected business performance
5
3.1 Understanding the situation
- Situation analysis
The gathering of background information to familiarize researchers and managers with the decisionmaking environment
- Interview process
Develop many alternative problem statements
- Identify Symptoms
By Interrogative techniques, probing
3.2 Identify the problems from symptoms
Organization
Symptoms
Problem definition
True problem
Cellular
phone Women
employees Salaries need to be Benefits program are
manufacturer
complain that salaries compared to industry not suited to women’s
are too low
averages
need
3.3 Writing Managerial decision statement into corresponding research objectives
- Decision statement must be translated into research objectives
- Research objectives are the deliverable of the research project
3.4 Determining the unit of analysis
- Indicates what or who should provide the data and at what level of aggregation
- Multi-level analysis studies variables measured at more than one unit analysis
3.5 Determining the relevant variables
- Variable
Anything that may assume different numerical values
- Statistical analysis
There are categorical and continuous variables
- Independent variable
They are one that influence the dependent in either positive or negative way, to establish relationship
- Dependent variable
The primary interest to the researcher, goal
- Moderating variable
Third variable, strong contingents’ effect on the dependent variable modified the original relationship
- Intervening variable
The one that surfaces between the time of dependent and independent variables
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- Extraneous variable
Affect the dependent variable, there be destroying the experiment
3.6 Writing the research question and hypothesis
- Research questions
- Hypothesis
Statement that can be empirically tested
4. The research proposal
- A written statement of the research design that includes statement explaining
a. The purpose of the study
b. Systematic outline of a particular research methodology
c. Details the procedures to be followed
d. States all costs and deadlines
- The proposal should be precise, specific, concrete, detailed enough that managers are clear about
exactly how the information will be obtained
- In the case of an outside consultant, the written proposal serves as a bid to offer a specific service, a
company can then judge the relative quality of alternative research suppliers
5. Anticipating outcomes
- By anticipating the outcomes of research study, possibly through the use of dummy table
(representation of an actual table that will be in the findings section of the final report; used to gain a
better understanding of what the actual outcome of the research will be)
- Help to clarify what the findings of the research will be, and if these findings will meet the needs of
the researcher.
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Chapter 7
Qualitative Research: Exploratory research
1. What is qualitative research
- Research that addresses business objectives through techniques that allow the researcher provide
elaborate interpretations of phenomena without depending on numerical measurement
- Its focus is on discovering true inner meanings and new insights
- Researcher must extract meaning from unstructured response such as text from a recorded interview
- It is difficult to develop a specific and actionable decision statement or research objective
- The research objective is to develop detailed and in-depth understanding of some phenomena
- The research objective is to learn how a phenomenon occurs in its natural setting or how to express
some concept in colloquial terms
- The behavior the researcher is studying is particularly context-dependent
- A fresh approach to studying the problem is needed
2. Qualitative Vs. Quantitative Research
Research Aspect
Qualitative research
Quantitative research
Common purpose
Discovery ideas
Test hypothesis
Approach
Observe and Interpret
Measure and test
Data collection
Unstructured free-form
Structured form provided
Researcher independence
Researcher is ultimately involved Researcher is uninvolved
Samples
Small samples
Large samples
Most often used
Exploratory research design
Descriptive research design
3. Qualitative research orientation
Major orientation
- Phenomenology
- Ethnography- originating in anthropology
- Grounded theory- originating in sociology
- Case studies- originating in psychology and in business research
4. Exploratory research
- Initial research conducted to clarify and define the nature of a problem
- Much, but certainly not all, exploratory research provides qualitative data
8
- May be a single research investigation or a series of informal studies to provide background of
information
- No determine the course of action
5. Why conduct exploratory research?
- Diagnosing a situation, want to know what happen and so successive research projects will be on
target
- Screening of alternative, budget restrict the use of all possible options
- Discovering new ideas, is often used to generate new product ideas
6. Categories of exploratory research
Choose from four general categories of exploratory research, purpose, rather than the techniques
6.1 Experience Survey
o May be discussed with top executives and knowledgeable manager
o Informal, small interviews with experienced people, selected from outside the organization
o To help formulate the problem and clarify concept rather than develop conclusive evident
6.2 Secondary Date or Literature review
o Preliminary review of data collected for another purpose to clarify issues
o Informal, experience survey and conduct by business manager
o Should the project need further clarification
6.3 Case study method
o Intensively investigates one or a few situation similar on the researcher’s problem situation
o Investigate in depth, careful study, may require cooperation
6.4 Pilot Study
o Uses sampling, a small scale, but does not apply rigorous standards
o There are four categories of pilot surveys
a. Focus group interview
b. In-depth interviews
c. Conversation
d. Projective techniques
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1. Focus group interviews
-an unstructured free flowing, interview with a specific issues, not constructed question about flexible
discussion
• Group composition
- 6-10 people
- relatively homogeneous
- similar lifestyle and experience
- relaxed and natural as possible
- more than 2 groups are used if heterogeneous data
• Moderator
- encourage people to speak-develops rapport, help people relax
- interacts listen to what people have to say
- prepare discuss guide to help cover all interest
• Advantage
1. Relatively fast
2.Easy to execute
3.Allow respondents to piggyback off each other's ideas 4.Provide multiple perspectives
5.Flexibility to allow more detailed descriptions
6.High degree of scrutiny
2. Depth interview
: one on one interview between a professional researcher and a research respondent conducted about some
relevant business or social topic.
3. Conversation
• Conversation
: an informal qualitative data gathering approach in which the researchers engager a respondent in a
discussion of the relevant subject matter.
• Semi structured interviews
: written form and ask respondents for short essay response to specific open-ended questions.
• Advantage
- an ability to address more specific issues
- Response are easier to interpret
- Without the presence of an interviewer, semi structure interview can be relatively cost effective
4. Projective Techniques
: an indirect means of questioning that enables a respondents to project their belief onto a third party.
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4.1 association
- the subject is presented with a list of words, one at a time, and asked to respond with the first word that
comes to mind
4.2 sentence completion method
- required to complete a number of partial sentence
4.3 third person technique and role playing
- asked why a third person does why he or she does or what a third person thinks of a product.
4.4 thematic appreciation test(TAT)
- series of pictures, asked to provide a description, what is happening, what might do next.
• Picture frustration is version of TAT
- use a cartoon drawing in which the respondents suggests dialogue that the cartoon characters might
make.
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Chapter9
survey research :an overview
1. The nature of surveys
Survey is defined as a method of primary data collection based on communication.
- ask respondents for information using verbal or written questioning
1. Respondent : The person answers an interview question either verbal or written question
2. Sample survey : Formal term for survey it indicate that the purpose of contacting respondents is
to obtain a representative sample of the target population
3. Survey objective: To identify characteristics of a particular group, measure attitudes and
describe behavioral patterns.
• Advantages of survey
Quick, inexpensive, efficient &accurate means of assessing information about the population
2. Error in survey research
2.1 random sampling error
- different between the result of sample and the result of a census conducted using identical procedures.
2.2 Systematic error
- imperfect aspect of the research design or from a mistake in the execution of the research
2.2.1 Respondent error
• 1. Non response error
1.1 Not at home : A potential respondent not at home on the first or second attempt of contact.
1.2 Refusal : Unwilling to participate in research
1.3 Self-select bias
: Over respondents extreme positions
: Under represents indifference
•2.Response bias
2.1 Deliberate Falsification : When people misrepresent in order to appear intelligent to conceal
personal information to avoid embarrassment.
2.2 Unconscious misrepresentation ; Even respondents try to be trustful and cooperative bias can
arise from question format, question content, or other stimulus
5 Type of response bias
1. Acquiescence Bias: Tendency to agree with all question or to indicate a positive connotation
2. Extremity Bias : When respondents trend to use extremes when responding to questions.
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3. Interviewer Bias
- influence respondents to give untrue modified answers.
- answering to please the interviewer, socially acceptable responses.
4. Auspices Bias : cause by their being influence by the organization conducting the study.
5. Social desirability biases: caused by their desire, either conscious or unconscious, to gain prestige or to
appear in a different social role.
2.2.2Administrative error
1. Data processing error : occur because of incorrect data entry, editing, coding, computer
programming or other process during analysis stage.
2. Sample selection error : Cause by improper selection of sample.
3. Interview error : Caused by improper selection of sample.
4. Interviewer cheating : Filling in fake answers or falsifying questionnaires while working as an
interviewer.
3. Classifying survey research methods
3.1 Method of communication
According to the method of communication ;telephone ,mail ,or personal interviews.
3.2Structured,disguised question
• structured question
A question that imposes a limit on the number of allowable respondent.
• Unstructured question
Tend to be open ended which allows the respondent considerable freedom in responding
• Undisguised question
Is assumed that the respondent is willing to reveal the information.
3.3 Classifying survey on a temporal basic
1. Cross sectional study : A study in which various segments of a population are sampled at a single point
in time.
2. Longitudinal study ; A survey of respondents at different point in time, allowing analysis of continuity
& changes over time.
2.1 Cohort study (Tracking studies) ; survey several different samples at difference time
2.2Panel study
- Collecting data from the same sample of individuals over times.
- To compare aggregate trends and identify change.
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Chapter 10
Survey research
1. Personal interview
Face to face contact, two way communication, and flexible method.
1.1 Door to door
- use when respondent to not have telephone or unlisted telephone number. Conducted at the respondent
home or business place. More representative than mall intercept.
1.2 Mall intercept interview
- Personal interview conducted in a shopping mall.
- Interviewers typically intercept shoppers at a central point within the shopping center or at the main
entrance.
Advantage
- opportunity for feedback
- probing complex answers
- length of interview
- completeness of questionnaire
- props and visual aids
- high participation
Disadvantage
- anonymity of respondent is low reluctant to provide confidential information.
- more expensive than mail & telephone interview.
- Interview influence.
2. Telephone interview
1. Central location interviewing
- Telephone interview conducted from a central location
- control the quality &more effectively
2. Computer-Assisted Telephone Interviewing
- interview reads questionnaire from computer screen & enter answers directly into a computer
3. Computerized Voice-Activated Telephone Interview
- interviewing by voice-synthesized module &record single-word response into computer
- labor saving
Advantages
- easier to get embarrassing or confidential question
- speed and low cost
- lower non response bias
- easier to call back
14
Disadvantages
- cannot gather gesture & ask additional question - difficult to obtain a representative sample based on listing
- no visual aids
- limited duration
- global consideration
3. Mail questionnaire : Self-administered questionnaire sent through the mail
Advantages
- geographic flexibility :dispersed sample simultaneously
- respondent convenience :more chance of accurate information
- no interview bias
Disadvantages
- Misunderstanding
- time is money
- no probe for additional questions
- length of mail questionnaire; should not exceed six pages.
- low response rate and very slow to collect back - wrong person's answering the question
Increasing response rate to email survey
 Cover letter
หี บห่อที่น่าสนใจ
 Monetary incentives
ใช้เงินหรื อรางวัล
 Interesting questions
คาถามน่าสนใจ
 Keying mail questionnaires
ใส่ เบอร์ ใน questionnaires
 Following-up
มีการติดตามผล
 Preliminary notification
มีการบอกก่อนว่าเคยมีการรู ้จกั กันมาก่อน
 Survey sponsorship
บอกว่าใครเป็ นคนทา Ex. สวนดุสิตโพล, ABAC poll
 Other techniques
Ex. ใส่ ซองติดแสตมป์ ไปด้วย
Number of response and complete
𝑅𝑒𝑠𝑝𝑜𝑛𝑠𝑒 𝑟𝑎𝑡𝑒 =
Number of totle sent
4. Self – Administered Questionnaires.
SelfAdministered
Questionaires
Printed
Questionnaires
Mail
In-Persin
Drop-Off
Electronic
Questionnaires
Inserts
Fax
15
E-mail
Interent
Web site
Interactive
kiosk
Chapter 16
Sample Designs and Sampling Procedures
1. Sampling Terminology
Sampling
Using a small number of items or parts of the population to make conclusion
regarding the whose population
a subset of some part of a larger population
(finite) complete group sharing some common set of characteristics
(infinite) complete group sharing some common set of characteristics
an individual member of the population
Sample
Population
Universe
Population element
2. Why Sample?
1. Pragmatic reasons (ทางปฏิบตั ิ)
- cut costs, reduce manpower, quickly gathers information.
2. Accurate and reliable result
- properly selected sample are sufficiently accurate.
- a small professional group may do a more accurate than a large non professional group.
3. Avoid destruction of test units
- in Quality control, firecrackers test to find out whether each unit met a specific standard.
3. Non probability Sampling ไม่ได้คิดจะเลือกจากประชากรทุกตัว, ไม่รู้จกั population ทุกตัว
- a sampling technique in which units of the sample are selected on the basis of personal or convenience.
- by this method, no appropriate statistical techniques for measuring random sampling error.
 Convenience sampling (haphazard or accidental sampling)
เลือกตามสะดวก มักใช้กบั ข้อมูลที่มีขนาดใหญ่ทาได้เร็ วและถูก
- to obtain a large sample quickly and economically
Ex. A college professor use his or her students as a sample, but perhaps unwilling and unrepresentative.
 Judgment ( purposive ) sampling
- An experiences individual selects the sample based upon some appropriate characteristic of sample members.
Ex. A fashion manager regularly selected a sample accounts that he believes are capable to predict what will
sell in fall.
 Quota sampling แบ่งกลุ่มย่อย แล้วเลือกตามโควต้า เพื่อให้ได้ตวั แทน จากกลุ่มทุกกลุ่ม
16
- ensures that certain characteristics of a population sample will be represented to the exact extent that the
investigating desires.
Ex. Assigned 100 interviews, 30 of which are with Panasonic owners, 28 with Sony, 27 with Toshiba, and the
rest with others.
 Snowball sampling เลือกโดยการแนะนา, บอกต่อ, มักใช้กบั ข้อมูลที่มีขนาดเล็ก และมีลกั ษณะเฉพาะตัวสู ง
Ex. To locate members of rare populations by referrals.
4. Probability Sampling รู ้จกั population ทุกตัว, ทาให้ทุกตัวมีโอกาสถูกเลือก
- every members of the population has a know, nonzero of the probability of selection.
- This is eliminate the bias inherent in non probability procedures
 Simple Random Sample เลือกแบบสุ่ ม, ทุกตัวมีโอกาสถูกเลือกเท่ากัน, เป็ นวิธีที่ง่ายที่สุด
- assures each element in the population an equal chance of being included in the sample.
 Systematic sampling เลื อ กเป็ นระบบ โดยการเรี ย งก่ อ นแล้ว ค่ อ ยเลื อ ก 1. ตัว แรก random เอา 2. ตัว ต่ อ ไป
บวกตามช่วง
- initial starting point is selected by a random process, and then every nth number on the list is selected
Sampling interval - the number of population elements between the units selected for the sample.
Periodicity
- a problem that occurs in systematic sampling when the original list has a systematic
pattern.
 Stratified Sampling
- choose strata that are more or less equal on some characteristic in each stratum and heterogeneity between
strata.
Proportional stratified sample
proportion to the population size of the stratum
Disproportional stratified sample allocated according to analytical considerations
 Cluster sampling
- economically efficient in which the primary sampling unit is not the individual element in the population but
a large cluster of elements
5. What is the appropriate sample design?
1. Degree of accuracy
Probability > Non probability
2. Resources
Cost of research VS. cost saving from a certain non probability rather than no research at all
3. Time
17
Complete a project quickly will be more likely to select sample, less time consuming sample
designs.
4. Advance knowledge of the population
A lack of adequate lists may automatically rule out systematic, stratified, cluster sampling
5. Nation versus local project
Unequally distributed geographically, a cluster may become much more attractive
6. Need for statistical analytical
Non probability do not allow the researcher to utilize statistical analysis
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Chapter 17
Determining of sample size
1. Reviewing some Basic Terminology
Descriptive Statistic - describe characteristics of the population or sample
Inferential statistic - generalize from the sample to the population
Sample statistic
- designate variables in the sample
𝑥̅ , Sd, n, 𝜌
Population Parameters - design variables in the population
𝜇, 𝜎, 𝑁, 𝜋
2. Making the data usable
2.1 Presentation
1. Frequency distribution: organizing the number of times a particular value of a variable occurs.
2. Percentage distribution : organized by summarize percentage value associated with particular values.
3. Probability distribution: organization of probability values associated with particular values.
2.2 Central Tendency
1. Mean : the arithmetic average Ex. 5,9,8,8,10,11
∑𝑥
𝑥̅ =
𝑛
2. Median (midpoint) : half of value in the sample fall
3. Mode : the value occurs most often.
2.3 Measure of dispersion
1. Range : the distance between the largest and smallest
Range = Max – Min
2. Standard deviation: distribution spread or variability, square root of variance
𝑆𝑑 = √
∑(𝑥−𝑥̅ )2
𝑛−1
3. Average deviation and mean deviation
∑(𝑥−𝑥̅ )
∑|𝑥−𝑥̅ |
𝐴𝑑 =
and
𝑀𝑑 =
𝑛
𝑛
4. Variance : variability or dispersion square root of standard deviation.
𝑆𝑑 =
3. Estimation of Parameters
Mean
∑(𝑥−𝑥̅ )2
𝑛−1
𝝁 = 𝑥̅ ± 𝑧 𝑠𝑥
, 𝑠𝑥 =
19
𝑠
√𝑛
Proportion
𝝅 = 𝜌 ± 𝑧 𝑠𝑝 by 𝑠𝑝 = √
The required Sample size
𝑃(1−𝑃)
𝑛
𝒁𝑺 𝟐
Mean 𝑛 = ( ) Proportion 𝒏 =
𝑬
Sample size with known number of population 𝒏 = 𝒏√
20
𝑵−𝒏
𝑵−𝟏
𝒁𝟐 𝑃(1−𝑃)
𝑬𝟐
Reference
Extra sheet from Renaissance
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