Business Research Methodology

1. Business Research Methodology by Associate Prof. Dr. Kanlaya Vanichbuncha Faculty of Commerce & Accountancy Chulalongkorn University

2. Research • The systematic and objective process of gathering, recording, and analyzing data for aid in making business decision

3. Type of Research • Basic Research • Applied Research

4. Basic Research (Pure Research) • Research that is intended to expand the boundaries of knowledge itself; conducted to verify the acceptability of a given theory.

5. Applied Research • Answer questions about specific problems or to make decisions about a particular course of action or policy decision.

6. Type of Business Research • Exploratory Research • Descriptive Research • Casual Research

7. Exploratory Research Both quantitative and qualitative techniques are applied. Objectives: • Diagnostic a situation • Screening alternatives • Discovering new ideas

8. Exploratory Studies • Initial research conducted to clarify and define the nature of a problem. • Exploratory studies are conducted to clarify ambiguous problems. • “Would people be interested in our new product idea?”

9. Types of Exploratory Research • Experience Survey • Secondary Data Analysis • Case Study Method • Pilot Studies

10. Exploratory Research • Experience Survey An exploratory research technique in which individuals who are knowledgeable about a particular research problem are surveyed. • Interviews a small number of experienced people who have been carefully selected (not random).

11. Exploratory Research • Secondary Data Analysis Preliminary review of data collected for another purpose to clarify issues in the early stage of research effort • Save time and money • Important in applied research

12. Exploratory Research 3.Case Study Method An exploratory research technique that intensively investigates one or a few situations to the research’s problem situation.

13. Exploratory Research 4.Pilot Studies (For Qualitative Analysis) A collective term used to describe any small-scale exploratory research technique that uses sampling, but does not apply rigorous standards. • Collect primary data from general samples (employees, consumers, etc.)

14. Types of Pilot Studies • Focus Group • Depth Interview

15. I. Focus Group Interview An unstructured, free-flowing interview with a small groups of people. • New-product concept • Reaction toward a new-product concept Consist of moderator and 6-20 participants who discuss a single topics.

16. Advantages of Focus Group • Easy to execute • Quick • Snowballing • Stimulation • Security

17. Focus Group • Homogeneity Group • Telephone • Online • Videoconference

18. II. Depth Interview A relatively unstructured, extensive interview used in the primary stages of the research process.

19. Descriptive Research • Research designed to describe characteristics of a population or a phenomenon. • Describe characteristics of a population • Seek to determine the answers to who, what, when, where, and how questions. • “What kind of people favor…?” • “Why do you feel that way?”

20. Casual Research • Research conducted to identify cause-effect relationships among variables where the research problem has already been narrowly defined. • “Predicting the influence of price, packaging, advertising on sales”

21. Scientific Method • Techniques or procedures used to analyze empirical evidence in an attempt to confirm or disprove prior conceptions.

22. Stage in Research Process • Defining the Problem • Planning a Research Design • Planning a Sample • Gathering the Data • Processing and Analyzing the Data • Formulating Conclusions and Preparing the Report

23. Defining the Problem Planning a Research Design Planning a Sample Gathering the Data Processing and Analyzing the Data Formulating Conclusion and Preparing the Report

24. Flowchart of the Research Process

25. Flowchart of the Research Process Problem Discovery Selection of Exploratory Research Technique Secondary Data Pilot Survey Case Study Experience Survey A Problem Definition Research Objectives

26. Experiment Survey Lab Interview Field Questionnaire Flowchart of the Research Process A Selection of Basic Research Method Research Design Secondary Data Observation B

27. Flowchart of the Research Process B Selection of Sample Design Sampling Probability Non-Probability Collection Data C Data Gathering

28. Flowchart of the Research Process C Editing and Coding Data Data Processing and Analysis Data Processing Interpretation of Finding Report Continuous and Report

29. Research Objective • The purpose of the research in measurable terms; the definition of what the research should accomplish.

30. Example of Business Problem Translated into Research Objective

31. Example of Business Problem Translated into Research Objective

32. Scale

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