This chapter provides an overview of the research process and sets the stage for coming chapters. After reading this chapter, you should understand: That research is decision- and dilemma- centered, that the clarified research question is the result of careful exploration and analysis and sets the direction for the research project,. | Chapter 4 The Business Research Process: An Overview McGraw-Hill/Irwin Copyright © 2011 by The McGraw-Hill Companies, Inc. All Rights Reserved. This chapter provides an overview of the research process and sets the stage for coming chapters. Learning Objectives Understand That research is decision- and dilemma- centered. That the clarified research question is the result of careful exploration and analysis and sets the direction for the research project. 4- Learning Objectives Understand . . . How value assessments and budgeting influence the process for proposing research, and ultimately, research design. What is included in research design, data collection, and data analysis. Research process problems to avoid. 4- Curiosity Drives Research “Learning to ask empowering questions—especially in moments of crisis—is a critical skill that will ultimately shape the meanings you create.” Anthony Robbins founder Robbins Research International, Inc. 4- PulsePoint: | Chapter 4 The Business Research Process: An Overview McGraw-Hill/Irwin Copyright © 2011 by The McGraw-Hill Companies, Inc. All Rights Reserved. This chapter provides an overview of the research process and sets the stage for coming chapters. Learning Objectives Understand That research is decision- and dilemma- centered. That the clarified research question is the result of careful exploration and analysis and sets the direction for the research project. 4- Learning Objectives Understand . . . How value assessments and budgeting influence the process for proposing research, and ultimately, research design. What is included in research design, data collection, and data analysis. Research process problems to avoid. 4- Curiosity Drives Research “Learning to ask empowering questions—especially in moments of crisis—is a critical skill that will ultimately shape the meanings you create.” Anthony Robbins founder Robbins Research International, Inc. 4- PulsePoint: Research Revelations 49 The percent of hiring managers who discovered a lie on a résumé . 4- See the Instructors Manual (downloadable from the text website) for ideas for using this research-generated statistic. Purpose of Research Reduce the level of risk of a business decision. 4- This ad from Greenfield Online suggests that well-executed research can save a company from making a costly mistake on new product introductions. Evaluating the Value of Research Option Analysis Decision Theory Prior or Interim Evaluation Ex Post Facto Evaluation 4- Managers are increasingly asked to prove that research meets ROI objectives. Conceptually, the value of research is not difficult to determine. It may be judged in terms of the difference between the result of decisions made with the information and the result that would be made without it. This application cannot be measured, though. Option analysis: Managers conduct formal analysis of each alternative research project
