Chapter 4
The Research Process: An Overview
McGraw-Hill/Irwin
Copyright © 2014 by The McGraw-Hill Companies, Inc. All rights reserved.
Learning Objectives
Understand …
 That research is decision- and dilemma-centered.
 That the clarified research question is the result of
careful exploration and analysis and sets the
direction for the research project.
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Learning Objectives
Understand . . .
 How value assessments and budgeting influence
the process for proposing research, and
ultimately, research design.
 What is included in research design, data
collection, and data analysis.
 Research process problems to avoid.
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Research Thought Leaders
“Listening is the front end of decision
making. It’s the surest, most efficient
route to informing the judgments we
need to make.”
Bernard Ferrari, consultant,
Ferrari Consultancy, LLC,
and former director at McKinsey & Company
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The Research Process
Stage 1: Clarifying the
Research question
Stage 2: Proposing Research
Stage 3: Designing the
Research
Stage 4: Data Collection &
Preparation
Stage 5: Data Analysis &
Interpretation
Stage 6: Reporting the
Results
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Stage 1: Clarifying the Research Question
Management-research question hierarchy process
begins by identifying the management dilemma
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Stage 1: Clarifying the Research Question
Step 1: Discover the Management Dilemma
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Stage 1: Clarifying the Research Question
Step 2: Define the Management Question
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Stage 1: Clarifying the Research Question
Step 3: Define the Research Question
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Evaluating the Value of Research
Option Analysis
Decision Theory
Prior or Interim Evaluation
Ex Post Facto Evaluation
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Stage 2:
Proposing
Research
 Budget Types



Rule-of-thumb
Departmental
Task
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The Research Proposal
Purpose
Legallybinding
contract
Methods
Written
proposals
establish
Obligations
Extent
Timing
Delivery
Budgets
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Stage 3: Designing the Research
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Stage 3: Designing the Research
Research
Design
The
Research
Project
Sampling
Design
Pilot Testing
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Stage 4: Data Collection
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Data Characteristics
Abstractness
Verifiability
Elusiveness
Closeness
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Collecting Sensitive Data
Demands Safeguards
Scotts used a
healthcare
management
company to collect
sensitive wellness
data during annual
health assessments
to preserve
participant
confidentiality.
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Data Types
Primary
Secondary
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Stage 5: Data Analysis &Interpretation
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Steps in Data Analysis and Interpretation
Reduce data to manageable size
Develop summaries
Look for patterns
Apply statistical techniques
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Stage 6: Reporting the Results
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Parts of the Research Report
Executive
Summary
Research
Overview
Research
Report
Technical
Appendix
Implementation
Strategies
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The Research Report Overview
Problem’s background
Summary of exploratory findings
Research design and procedures
Conclusions
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Research Process Problems to Avoid
Ill-defined management problem
Unresearchable questions
Politically-motivated research
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Research Process Problems to Avoid
Company Database
Strip-mining
Favored Techniques
Syndrome
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Key Terms
• Census
• Management question
• Data
• Management-research
Primary
data
Secondary data
•
• Data analysis
•
• Decision rule
•
• exploration
•
• Investigative questions
•
• Management dilemma
•
question hierarchy
Pilot test
Research design
Research process
Research questions
Sample
Target population
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Chapter 4
ADDITIONAL DISCUSSION OPPORTUNITIES
McGraw-Hill/Irwin
Copyright © 2014 by The McGraw-Hill Companies, Inc. All rights reserved.
Snapshot: The Container Store
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PicProfile:
Emerging
Research
4-29
Snapshot: Moms Video Insights
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Research Thought Leaders
“Learning to ask empowering questions—
especially in moments of crisis—is a
critical skill that will ultimately shape the
meanings you create.”
Anthony Robbins
founder
Robbins Research International, Inc.
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PulsePoint: Research Revelations
49
The percent of hiring managers who
discovered a lie on a résumé .
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Chapter 4
The Research Process: An Overview
McGraw-Hill/Irwin
Copyright © 2014 by The McGraw-Hill Companies, Inc. All rights reserved.
Photo Attributions
Slide Source
18 James Woodson/Getty Images
20 ©Pamela S. Schindler
23 Desugb Oucs/Kristy -Anne Glubish
28 Courtesy of The Container Store
29 Courtesy of Greenbook, 2012 Greenbook Research Trends Report
30 Marcus Thomas LLC; A©Brand X Pictures/Jupiterimages
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