Business Research Methods

This exclusively based on this textbook : "Business Research Methods 12th Edition" - Donald r Cooper, S Schinder, JK Sharmar. ( ISBN 10: 9353161193, ISBN 13: 9789353161194) Study Chapters 19 and 20 of the text.

Lesson 8 - Analysis and Research Reporting

Introduction

In recent years, multivariate statistical tools have been applied with increasing frequency to research problems. Classifications of multivariate techniques may be classified as dependency and interdependency techniques. Dependency techniques are techniques where criterion or dependent variables and predictor or independent variables are present. Examples include multiple regression, multivariate analysis of variance MANOVA, and discriminant analysis. Interdependency techniques are techniques where criterion or dependent variables and predictor or independent variables are not present. Examples include factor analysis, cluster analysis, and multidimensional scaling.

Factor analysis is a technique for discovering patterns among the variables to determine if an underlying combination of the original variables (a factor) can summarize the original test. Factor analysis begins with the construction of a new set of variables based on the relationships in the correlation matrix. The most frequently used approach is the principle components analysis (one of the methods of factor analysis that transforms a set of variables into a new set of composite variables). These linear combinations of variables, called factors (the result of transforming a set of variables into a new set of composite variables through factor analysis), account for the variance in the data as a whole.

As part of the research proposal, the sponsor and the marketing researcher agree on what types of reporting will occur both during and at the end of the research project. Depending on the budget for the project, a formal oral presentation may not be part of the reporting. A research sponsor, however, is sure to require a written report.

Research reports, long and short, have a set of identifiable components (see Exhibit 20-2).

Judging a report as competently written is often the key first step to a manager's decision to use the findings in decision making and also to consider implementation of the researcher's recommendations.

Before writing, one should ask again, "What is the purpose of this report?" Another prewriting question is, "Who will read the report?" The technical backgroundthe gap in subject knowledge between the reader and the writershould be considered. Next, ask, "What are the circumstances and limitations under which I am writing?" Lastly, "How will the report be used?" is a useful piece of information for the writer to possess.

BUS602 - Business Research

Course Syllabus

Lesson Learning Objectives

By the conclusion of this Lesson you should be able to:

Classify and select multivariate techniques.

Demonstrate how structural equation modeling explains causality among constructs that cannot be directly measured.

Explain how principal components analysis extracts uncorrelated factors from an initial set of variables and (exploratory) factor analysis reduces the number of variables to discover the underlying constructs.

Use cluster analysis techniques for grouping similar objects or people.

Explain that while some statistical data may be incorporated in text, most statistics should be placed in tables, charts, or graphs.

Demonstrate how oral presentation of research findings should be developed with concern for organization, visual aids, and delivery in unique communication settings. Presentation quality can enhance or detract from what might otherwise be excellent research.

Assignments

Assignment Questions

1. Describe the differences among logos, ethos, and pathosand their uses for the research presentation.

2. Describe the differences between dependency techniques and interdependency techniques. When would you choose a dependency technique?

3. Distinguish between the following:

a) Speaker-centered presentation and extemporaneous presentation.

b) Technical report and management report.

c) Topic outline and sentence outline.

4. What should you carry out about each of these?

a) Putting information in a research report concerning the study's limitations.

b) The size and complexity of tables in a research report.

c) The physical presentation of a report.

d) Pace in your writing.

5. What type of report would you suggest be written in each of the following cases?

a) The president of the company has asked for a study of the company's pension plan and its comparisons to the plans of other firms in the industry.

b) You have been asked to write up a marketing experiment, which you recently completed, for submission to the Journal of Marketing Research.

c) Your division manager has asked you to draw up a forecast of promotional budget needs for the division for the next 12 months.

d) The National Institutes of Health has given you a grant to study the relationship between advertising of prescription drugs and subsequent sales of those drugs.