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BRM - CH4 - The Business Research Process, Uncertainty, Exploratory…

- - - - Uncertainty: The manager grasps the general nature of desired objectives, but the information about alternatives is incomplete. Predictions about forces that shape future events are educated guesses.
      - Ambiguity: The nature of the problem itself is unclear. Objectives are vague and decision alternatives are difficult to define.
- - - - seeks to diagnose reasons for a business outcomes and focuses specifically on the beliefs and feelings respondents have about and toward specific issues
  - - - Causality
        
        Causal Inference, A conclusion that when one thing happens, another specific thing will follow
        
        Temporal Sequence
        
        The cause must occur before the effect
        
        Concomitant Variation
        
        When a change in the cause occurs, a change in the outcome also is observed (two events, correlate or covary, they vary systematically)
        
        Non-spurious Association
        
        Any covariation between a cause and an effect is true, rather than to some other variable
        
        Degrees of causality
        
        Absolute Causality
        
        The cause is necessary and sufficient to bring about the effect
        
        strong causality
        
        Conditional Causality
        
        a cause is necessary but not sufficient to bring about an effect
        
        Weak causality
        
        Contributory Causality
        
        a cause need to be neither necessary nor sufficient to bring about an effect
        
        for any outcome, there may be multiple causes, as long as other possible causes does not eliminate the correlation between it and the effect.
    - - Experiments
        
        Carefully controlled studies in which a researcher manipulates a proposed cause and observes any corresponding change in the proposed effect
        
        Experimental Variable represents the proposed cause and is controlled by the researcher by manipulating it
        
        Manipulation: researcher alters the level of the variable in specific increments
        
        Test-market, an experiment that is conducted within actual market conditions
- - - - State the research objectives
        
        delineates the type of research that is needed and what intelligence may result that would allow the decision maker to make informed choices
      - Link decision statements, objectives, and hypothesis
    - - Can be used to identify and clarify the decisions that need to be made
        
        Previous Research
        
        Always check if there's previous internal research that can help frame the research
        
        Literature review, A directed search of published works, including periodicals and books, that discusses theory and presents empirical results that are relevant to the topic at hand
        
        Pilot Studies
        
        a small-scale research project that collects data from respondents similar to those to be used in the full study
        
        Pretest small-scale study in which the results are only preliminary and intended only to assist in design of a subsequent study
        
        Focus group, small discussion about some research topic led by a moderator who guides discussion among the participants
        
        Case Studies
        
        Experience Surveys
  - - - surveys (most common method)
      - Experiments
      - Secondary Data
      - Observation
      - THE OBJECTIVE IS TO MERELY RECORD WHAT CAN BE OBSERVED
  - - - Who to sample
      - What sample size
      - Which sampling units?
- - - - unstructured
        
        "Our sales are declining for no apparent reason"
        
        Discovery Oriented, productive, but still speculative.
        
        Often require additional research
- - - - What product features are most important for our customers
        
        Can be confirmatory although more research is sometimes needed, results can be managerially actionable
- - - - Highly Structured
        
        Which of two advertising campaigns will be more effective
        
        Confirmatory Oriented, Fairly Conclusive with managerially actionable results often obtained