Step 1
Discovery is in understanding the symptoms and Definition is finding the actual issue. Exploratory research, which is optional, is used to convert problem discovery into definition.
Exploratory Research
1. Initial research conducted to clarify and define the nature of the problem
2. Does not provide conclusive evidence
3. Subsequent research is expected
4. Why Exploratory Research
a. Diagnose a situation
b. Screening of alternatives
c. Discover new ideas
Types of Exploratory Research
1. Experience surveys: Ask knowledgeable persons about a particular research problem, most are quite willing to answer.
2. Secondary Data Analysis: Preliminary review of the data collected for another purpose to clarify issues in the early stages of research effort.
3. Case study method: An exploratory research technique that intensively investigates one or few situations similar to the researcher’s problem situation.
4. Pilot Study: A small scale exploratory research project that uses sampling but does not apply rigorous standards (Quantitative estimates from large, representative samples are relaxed)
1. Projective techniques: It is an indirect means of questioning a respondent to “project” beliefs and feelings onto a third party, an inanimate object, or a task situation.
2. Word association test: Respondent is asked to respond with the 1st word that comes to mind. Example: Red – Rose, Blood, Heart
3. Sentence completion test: It is a projective technique in which respondents are required to complete a number of partial sentences with the first or phrase that comes to their mind. Example -
a. People who drink bear are _____________
b. A man who drinks light bear is __________
c. Imported bear is most liked by __________
d. A woman will drink beer when __________
4. Thematic Apperception Test: A test consisting of a series of pictures shown to research subjects who are then asked to provide a description of the pictures. The researcher analyses the content of these descriptions in an effort to clarify a research problem.
Disadvantages of exploratory research: Exploratory research can’t take place of quantitative, conclusive research.
· Most of them provide qualitative information and interpretation of the findings is typically judgmental.
· Most exploratory research utilizes small sample sizes which may not be representative because they do not have been selected on probability basis.
Exploratory research generates insights and clarifies the business problems for hypothesis testing in future research. One can’t determine the most important attributes of a new program or policy until those attributes have been identified, which illustrates the importance of exploratory research.
Step 2 in Research
Research Design
Effective design of research to be able to achieve the objective of research
Data Source is divided into 2 main categories – Primary and Secondary. Primary Data is available off the shelf in western countries and needs to be collected for the purpose of research in general. Secondary data on the other hand is collected for some other purpose but can be used for current research.
A research project may need one or both of these. Example: In Dubai, the EIU (Economic Intelligence unit), Ministry of planning and Department of Economic Development gives different inflation rate (various sources of secondary data), but finally, the data of EIU is considered finally for the determining the rate of inflation.
EIU – 8%-9%; Ministry of Planning – 5%; Department of Economic development – 11%
Secondary Data Source:
Internal Source of Data – It is within the reach of the organization. Most of the time, the data is freely accessible (fees is not applicable or is taken upfront). Example: Library of my college for me.
External Source of Data – It is available outside the premises of the organization. It is chargeable. The charge can either be borne by the consultant, but mostly it is passed on to the client. Example: Going to public library for information.
Primary Data Source:
1. Descriptive Research: It is used to describe characteristics of a population or phenomenon (questions related to who, what, when, where, how). It is describing the behavior of persons / respondents towards something. Unlike exploratory research, descriptive studies are based on some previous understanding of the nature of the research problem. Descriptive research often helps segment and target markets.
2. Diagnostic Research: It aims to answer the question ‘why’ to drill down to the root cause of the problem. Example: Why you buy this shampoo.
3. Experimental Research: It is carried out prior to the launch of concept / product / advertisement to understand the effectiveness of the same and to take a decision whether to go ahead with the launch or not. Example: Emaar properties ‘Rent to own’ initiative where a person living on rent can actually own the property by paying the balance amount (Principle – Rent paid till date).
4. Causal Research: It is used to identify the cause and effect relationship among variables. Exploratory and descriptive research normally precedes cause-and-effect relationship studies.
Example: 20 years ago, Lifeboy brand was mostly used by people in lower income class. Hence, to increase the market capitalization, HLL came up with Lifeboy Gold (Lifeboy green was another name in pipeline for the same) & Lifeboy Plus to shift the target market from low income group to high income teenagers. Similar was the case when Surf changed its name to Surf excel. The exercise was carried out to study the impact of Brand awareness on usage due to name change. (If I did promotion, did I build awareness).
a. Causal research attempts to establish that when we do one thing, another thing will follow. A typical causal study has management change one variable (e.g., training) and then observe the effect on another variable (e.g., productivity)
b. If an organization behavior theorist wishes to show attitude change causes behavior change, one criterion that must be established is that attitude change precedes behavior change.
5. Exploratory Research (Described above)
When are above research conducted:
Exploratory research is conducted during the early stages of decision making when the decision is ambiguous and management is uncertain about the nature of the problem.
When management is aware of the problem, but not completely knowledgeable about the situation, descriptive research is usually conducted.
Causal studies can only be conducted when a problem is sharply defined.
Examples of Business Problems:
| Exploratory Research (Ambiguous Problem) | Descriptive Research (Aware of partially defined problem) | Causal Research (Clearly defined problem) |
| Absenteeism is increasing and we do not know why | What kind of people favor trade protectionism | Which of the two training programs is more effective |
| Would people be interested in our new product idea | Did last year’s product recall have an impact on our company’s stock price | Can I predict the value of energy stocks if I know the current dividends and growth rates and dividends |
| What task conditions influence the leadership process in our organization | Has the average merger rate for savings and loans increased in the past decade | Will buyers purchase more of our product in a new package |
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