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Summary Research 1A - NHL Stenden, Marketing Management
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Summary of the 1st year course Research Part 1
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Research 1AChapter 1 Purpose of research
Steps of a research
the problem/issue (start)
Sample
Measure
Design
Analyze
Conclude / Conclusion
A real researcher can be distinguished by his or her:
– Attitude
Independence
Objective point of view
Open-mindedness
Acknowledgement of results important for argumenting your decision
– Knowledge
Methodological
Content-wise
– Skills
Experience
Structure (research plan, time scheme) Stick to the point
Tricks of the trade
Doing research means there is a lack of knowledge (so the research wants to close the gap)
Points of departure (I)
• Fundamental or applied
– Fundamental = testing a (scientific) theory
– Applied = solving a practical problem
Both points of departure are focused on solving knowledge problems
Points of departure (II):
Qualitative or quantitative research:
Quantitative
numerical information
statistical analyses
researcher takes a distance
focused on testing hypotheses
, Easier to take distance
example: survey (analyze the results and writing down the numbers)
Qualitative
not/hardly numerical
values the significance that the research subject assigns to the situation
research done ‘in the field’
example: interview, focus group
Points of departure (III):
- Combination of different forms of research: triangulation
(example: doing a survey and afterwards interviewing the people as well)
Increases the validity of your results
Increases the reliability of your results
Criteria for quality:
• Independent research(er) (Objective)
• Measurability of results: falsifiable, unambiguous and public
• Generalizability:
– Declare valid for a large group domain as large as possible
– High degree of information and specific topic
– Practical applicability:
– Efficiency
– Usability
1. Design (plan of action)
- issue
- goal of the company
- questions + sub questions
- choosing method
2. Collect informations
3. Analyze informations
4. Evaluate
- Giving the conclusion
- Answering questions + sub questions
- Refelxion of research (what went well or could be better
, Research Summary Chapter 2 + 3
Chapter 2
Six rules for searching for information:
1. Define the problem formulate a query
2. Find the right search strategy
3. Decide where you are going to search library, online, etc.
4. Analyze the information and select what you need
5. Organize the information
6. Evaluate the result sometimes you realise you don´r have enough informations so you just move back to the
beginning
Chapter 3 Reason
Orientation
Central question
and objective
Description
Design Model &
Expectations
Determinatio
Data collection
n
method
Writing the
Planning
research plan
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