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Unit 1

Business research refers to any type of researching done when starting or running any kind of
business.
Ex : starting any type of business requires research into the target customer and competition to
create business plan.
1.Types of research:
I. APPLIED RESEARCH: Applied research refers to scientific study and research that
seeks to solve practical problems.
For example, applied researchers may investigate ways to:
Improve agricultural crop production.
Treat or cure a specific disease
Improve the energy efficiency of homes, offices, or modes of transportation

II. BASIC RESEARCH: or fundamental or pure research: The main motivation is to
expand mans knowledge.
Ex: the development of o model of a coaching behavior. ( how did the universe begin? )
III. CORRELATIONAL RESEARCH : or causal or experimental research: To obtain
evidence of cause & effect relationships.
For example, To test the hypothesis Listening to music lowers blood pressure levels there
are 2 ways of conducting research
Experimental group samples & make one group listen to music & then compare the bp levels ?
Survey ask people how they feel ? How often they listen?and then compare.
IV. Descriptive research : also known as statistical research : Example, finding the most
frequent disease that affects the children of a town. The reader of the research will know
what to do to prevent that disease thus, more people will live a healthy life.
2. Research problems
1. Two ways of stating the problem
Examples:
a. General research problem- The purpose of this study is to investigate the attitudes of high
school students to mandated drug testing programs
b. Statements and questions- This study examines the differences between males' and
females' attitudes toward mandated high school drug testing programs.
2. Researchable and non-researchable problems
Example:
a. Researchable problems imply the possibility of empirical investigation
1. What are the achievement and social skill differences between children attending an
academically or socially oriented pre-school program?
2. What is the relationship between teachers' knowledge of assessment methods and their use of
them
b. Non-researchable problems include explanations of how to do something, vague
propositions, and value-based concerns
1. Is democracy a good form of government?
2. Should values clarification be taught in public schools?
3. Can crime be prevented?
4. Should physical education classes be dropped from the high school curriculum?
3. Types of research questions:
Observational/Relational Questions :Designed to look at the relationships
between two or more variables.
Which stage of mitosis is longest?
Which is more common, right-eye or left-eye dominance?
If two sounds have the same pitch, do they have the same frequency?
What complimentary colors do color blind individuals see?
Is there any pattern to occurrence of earthquakes?
How can one determine the center of gravity?
Are all printed materials composed of the same colors?
Causal: Cause and Effect Questions: Designed to determine whether one or
more variables causes or affects one or more outcome variables.
What is affect of exercise on heart rate?
What is the effect hand fatigue on reaction time?
What are the most potent vectors for disease transmission?
How does exercise affect the rate of carbon dioxide production?
How is the diffusion of air freshener influenced by temperature?
How does concentration of silver nitrate affect the formation of silver crystals?

UNIT 2
1.Types of Research Design:
a) Exploratory Research
Researchers employ exploratory research when little is known about the topic and previous
theories or ideas do not apply.
For example, if you wanted to study how to get students to use the computer lab in a college
environment, you might first have to do exploratory research to figure out which students might
need the lab and what appeals to this demographic.
Exploratory research clarifies problems, gathers data and creates initial hypothesis and
theories about subjects.
b) Conclusive research
o Descriptive research
Descriptive research is done with a specific research question in mind. It gives a set view of the
subject, population, market segment or problem.
An example of descriptive research would be a report that provides an age and gender
breakdown of the users of a particular online service. Descriptive research provides research
questions, populations or methods of analysis before the research is started.
Six Ws -who, what, when, where, why, and way of the research is used in this research method.
o Causal Research or Experimental Designs
Causal Research is used to gage what effect a specific change will have on existing customs
and accepts market researchers to predict hypothetical scenarios upon which a establishment
can base its business plan.
An example for would a clothing company currently sells blue denim jeans, causal research
can measure the impact of the company changing the product design to the color white.

2. variable
A variable is a label or name that represents a concept or characteristic that varies (e.g., gender,
weight, achievement, attitudes toward inclusion, etc.)
Types of variables
a. Discrete and Continuous Variables
Variables such as number of children in a household are called discrete variables since the
possible scores are discrete points on the scale. For example, a household could have three
children or six children, but not 4.53 children.
Other variables such as "time to respond to a question" are continuous variables since the
scale is continuous and not made up of discrete steps. The response time could be 1.64 seconds,
or it could be 1.64237123922121 seconds. Of course, the practicalities of measurement preclude
most measured variables from being truly continuous.
b. Independent and dependent (i.e., cause and effect)
Independent variables act as the "cause" in that they precede, influence, and predict the
dependent variable
o Dependent variables act as the effect in that they change as a result of being
influenced by an independent variable
o Examples
1. The effect of two instructional approaches (independent variable) on student achievement
(dependent variable)
2. The use of SAT scores (independent variable) to predict freshman grade point averages
(dependent variable)
o Some situations do not lend themselves to the use of the terms independent or dependent
because it is difficult to discuss them in causal terms
3. The relationship between attitude and achievement, that is, do positive attitudes cause high
achievement or does high achievement cause positive attitudes?
4. The relationship between creativity and critical thinking, that is, do high levels of creativity
cause higher levels of critical thinking or do higher levels of critical thinking cause greater
creativity?
c. Continuous and categorical
o Continuous variables are measured on a scale that theoretically can take on an infinite
number of values
1. Test scores range from a low of 0 to a high of 100
2. Attitude scales that range from very negative at 0 to very positive at 5
3. Students' ages
o Categorical variables are measured and assigned to groups on the basis of specific
characteristics
4. Examples
1. Gender: male and female
2. Grade level: K-12
3. Socio-economic status: low, middle, and high
5. The term level is used to discuss the groups or categories
1. Gender has two levels - male and female
2. Socio-economic status has three levels - low, middle, and high
o Continuous variables can be converted to categorical variables, but categorical variables
cannot be converted to continuous variables
IQ is a continuous variable, but the researcher can choose to group students into
three levels based on IQ scores - low is below a score of 84, middle is between 85
and 115, and high is above 116
Test scores are continuous, but teachers typically assign letter grades on a ten point
scale (i.e., at or below 59 is an F, 60 to 69 is a D, 70 to 79 is a C, 80-89 is a B, and
90 to 100 is an A
d. Qualitative and Quantitative variables

Qualitative variables are those that express a qualitative attribute such as hair color,
eye color, religion, favorite movie, gender, and so on. The values of a qualitative
variable do not imply a numerical ordering.
Quantitative variables are those variables that are measured in terms of numbers.
Some examples of quantitative variables are height, weight, and shoe size.





Unit 3
1. Data types
a. Primary data
Primary research consists of a collection of original primary data collected by the
researcher.
Surveys
Focus groups
Questionnaires
Personal interviews
Experiments and observational stud
.
Method of primary data collection
i) Observation: Observation is the collection of Primary Data through observing people,
their actions and the situations they are in. Observation may be the easiest research to do.
Ex: How does observation work? It's extremely simple. Take a restaurant franchise owner. He
may be planning on opening another location. He may also have little or no money to pay for
marketing research. However a lot of the data he needs he can collect himself. He can get into
his car and drive around town, observing the traffic patterns.
ii) Surveys: Surveys are the most common method of collecting Primary Data. Surveys are
the best way to get the descriptive information that you need for your marketing intelligence.
surveys collect data by asking other people a series of questions about their personal knowledge,
emotions, attitudes, preferences, and buying behaviors. Surveys can provide you a wealth of
data.
iii) Experimentation: Experimentation is the practice of gathering data by selecting matched
groups of people, giving them different treatments or scenarios, controlling related factors in
their environments, and checking for differences in their responses.
A common example of experimentation is price testing. To the buyer, price will be the final
emotional factor that determines whether or not they will give us their hard earned money.
Depending on the product and market segment, price may be the most important factor. How do
you know what price is the right price? You have to test it.
How do you think McDonalds knows how much to charge for a Big Mac? They tested how
much they can charge for that Big Mac, looking for that magic number that will provide the most
sales and the most profit.
b. Secondary data: Secondary data is data that has been collected by someone other
than the user.
Examples of secondary data include censuses,
1.organizational records 2. research reports
3. reference books 4. the Internet,
5. government reports 6.government statistics
7. company reports such as annual reports and accounting documents
8. weather reports (in newspapers, on television, and on the Internet), social security
records
9.focus group transcripts, housing records, interviews, field notes, literature reviews, and
case studies.
The benefit of using secondary data is that much of the research work has already been
completed.

Method of secondary data collection
Internal Secondary Data & External Secondary Data
Internal Secondary Data has been compiled inside the organization for many purposes, which
includes financial statements, research reports, customer letters, etc.
External Secondary Data has been compiled outside the organization for many purposes, which
includes government reports, newspaper articles and on-line databases, etc.



Unit 4
1. Univariate means "one variable" (one type of data) Example: Travel Time (minutes): 15, 29,
8, 42, 35, 21, 18, 42, 26 The variable is Travel Time.
2. Bivariate means "two variables", in other words there are two types of data. With bivariate
data you have two sets of related data that you want to compare: Example: An ice cream
shop keeps track of how much ice cream they sell versus the temperature on that day.
The two variables are Ice Cream Sales and Temperature.
Here are their figures for the last 12 days:-----------------------------
So with bivariate data we are interested in comparing the two sets .
of data and finding anyrelationships.
3. Multivariate Analysis Methods
Two general types of MVA technique
Analysis of dependence
Where one (or more) variables are dependent
variables, to be explained or predicted by others
E.g. Multiple regression, PLS, MDA
Analysis of interdependence
No variables thought of as dependent
Look at the relationships among variables, objects or
cases
E.g. cluster analysis, factor analysis






I ce Cream Sales vs
Temperature
Temperature
C
Ice Cream
Sales
14.2 $215
16.4 $325
11.9 $185
15.2 $332
18.5 $406
22.1 $522
19.4 $412
Unit 5
1. Ethics in research:
'Ethics' focuses on the disciplines that study standards of conduct, such as philosophy,
theology, law, psychology, or sociology. For example, a "medical ethicist" is someone who
studies ethical standards in medicine. One may also define ethics as a method, procedure, or
perspectivefor deciding how to act and for analyzing complex problems and issues.
2. Research report format:
A. Preliminary Section
1. Title Page
2. Acknowledgments (if any)
3. Table of Contents
4. List of Tables (if any)
5. List of Figures (if any)
6. Abstract
B. Main Body
1. Introduction
a. Statement of the Problem
b. Significance of the Problem (and historical background)
c. Purpose
d. Statement of Hypothesis
e. Assumptions
f. Limitations
g. Definition of Terms
2. Review of Related Literature (and analysis of previous research)
3. Design of the Study
a. Description of Research Design and Procedures Used
b. Sources of Data
c. Sampling Procedures
d. Methods and Instruments of Data Gathering
e. Statistical Treatment
4. Analysis of Data
contains:
a. text with appropriate
b. tables and
c. figures
5. Summary and Conclusions
a. Restatement of the Problem
b. Description of Procedures
c. Major Findings (reject or fail to reject H
o
)
d. Conclusions
e. Recommendations for Further Investigation
C. Reference Section
1. End Notes (if in that format of citation)
2. Bibliography or Literature Cited
3. Appendix

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