Академический Документы
Профессиональный Документы
Культура Документы
RESEARCH
R RECOGNITION OF INFORMATION NEEDS
E EFFECTIVE DECISION MAKING
S SYSTEMATIC AND OBJECTIVE
E EXCEED OR DISEMENATE INFORMATION
A ANALYSIS OF INFORMATION
R RECOMMENDATION OF ACTION
C COLLECTION OF INFORMATION
H HELPFUL TO MANAGERS
Types of research
Application
1. Pure Research it involves developing and testing
theories and hypotheses that are intellectually challenging
to the researcher but may or may not have practical
application at the present time or in future. Usually
involve very abstract and specialized concepts. They add
to the existing body of knowledge.
Its Different
Umbrella-multi disciplinary
Has many levels PLC, Industry, customers, competitors,
markets
Modes of knowledge
The researcher affects the research
Qualitative and quantitative research
Types of logic
Deductive Vs inductive
Positivist Vs Interpretivist
Objectivist Vs Constructivist
Qualitative Vs Quantitative
Deductive Vs. Inductive
A deductive approach looks into theory then
generated hypothesis from the theory then
proceeds to test that theory.
An inductive approach starts by looking at the
area of focus be in organization, business
problem etc and through investigation by
various research methods aim to generate
theory from research.
Positivist Vs Interpretivist
A positivist approach states that only
phenomena which we can know through our
senses can really produce knowledge.
Documents 1) Observation
Participant / Non-Participant
2) Interview
Structured / Unstructured
Questionnaire
Mailed / collective
Problems of the various techniques
Hawthorne effect
Observer bias
Varied observations
Incomplete observations
Situations for observation
Natural
Eg: Actor
Controlled
Eg: scientist
Types of interviews
Unstructured
1) In-depth interviews
2) Focus group interviews
3) Narrative
Interview or Questionnaire
The nature of investigation
Eg: Annonimity, freedom
Application is limited
Response rate is low
Self selecting bias
Clarification not possible
Spontaneous response not captured
May be influenced by other questions
May consult others
? Principles
Use simple language
Reduce ambiguity
No double barreled questions
No leading questions
No questions based on presumptions
Qualitative Research Tools
Depth Interviews
Projective Techniques ( Personal values etc.)
1) Association Techniques
2) Completion Techniques ( word/ picture)
3) Construction Techniques
4) Expression Techniques
Focus Group Interviews
Case Analysis
Depth interviews
Elicit information that is difficult to obtain in
interviews
Researcher only approaches with outline
No formal questionnaire.
Eg. P&G Clean- what it denotes.
No two researcher data can be compared.
Projective Technique
Association Technique
1) Free work association technique
2) Successive word association technique
Used for testing potential brand names and
measuring customer attitude about products
or attributes.
Eg: Education
Completion technique
In this technique the respondent is required to
complete an incomplete stimulus.
1) Sentence completion eg: It was raining that
day, I was bored and hungry so I ate
2) Rohan and Pooja decide to go shopping, they
were just getting out of the car, when Pooja
remembered while they got out the car keys
were still inside the car.
Construction techniques
Pictures ( abstract), cartoons etc. with blank
dialogue boxes.
Expression technique
( eg: role playing)
Focus group, Case studies
The case method involves examining a single or
multiple situation when an organization is
addressing a problem.
Nature of secondary data
Many Sources easily available
Inexpensive
Saves time
Disadvantages
Relevance fit of data to information needs
Accuracy Data not collected for the said study
Sufficiency Data not sufficient for all aspects of
study.
Availability- Data not available in usable format.