research process overview
stage1 clarifyng problem/research question
stage2 proposing research (development of an approach to the problem)
stage3 designing research project (research design, sampling, pilot testing)
stage4 data collection
stage5 data analysis and interpretation
stage6 reporting the results
clarify research question
look at the theater survey
If someone asks you to analyze the data, the first question you have should be, "what is the problem being addressd?"
data analysis is not an independent exercise
Rather, the goal of data analysis is to PROVIDE INFORMATION RELEATED TO THE PROBLEM COMPONENTS.
process begins with management dilemma
Problems or opportunities
e.g.
rising costs
declining sales
increasing numbers of customer complaints
increasing employees turnover
decreasing employee productivity
statement of the problem:
management question-restatement of manager's dilemma in question form
research question
approach to the question/problem e.g. measurement question
criteria for evaluating research problem:
significance of the problem
researchability of the problem
feasibility of the problem
-time and timing
-availability of subjects
-cooperation of others
-money
-experience of researcher
-ethical consideration
factors to be considered in the environmental context of the problem
-Past information and forecasts
-Resources and constraints
-objectives
-buyer behavior
-legal enviroment
-economic enviroment
marketing and technological skills