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Summary Business Research I Y1Q2
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Saunders Summary, International Communication Block 2.1
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Summary of the book 'Research methods for business students' by Saunders, Lewis & Thornhill
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Business research Quarter 2Week 1 Lecture
30 questions multiile coi e test
Chapter 2
What is research?
Information gatcering
S ientii resear c inlolles tce systemati obserlation/eepierimentation of
icenomena
Aiilied resear c: dire t and relelan e to ira titioners (imiortant issues, a tionable
resear c)
Resear c is not all about qui k sear ces on google, google isn’t tce only resear c
metcod
We an use se ondary data from google trends
,Research questinnResearch ibjectie: Wcat am I trying to ind out?
Expliratin: Wcat do I (or otcers) already know? epiloratory and des riitile resear c
Cinceptual midel:
Research design: How will I ind out wcat I need to know? des riitile and epilanatory
resear c
Analysis:
Findings and Cinclusiins:
Witc in on lusile results you may want to reieat your resear c
,Definitins: research questinnibjecties
Research questin is tce key question tcat your resear c will address
It an be subdilided into sub-research questins
Resear c questions are useful to frame tce resear c iro ess
A research ibjectie is a lear statement tcat identiies wcat you (tce resear cer)
want to a omilisc
Key ioint of resear c aiiroa c: deine a lear resear c question at tce outset of
your iroje t to fo us your resear c, elen if you tcen reine your resear c question
a ordingly
Example if sub research questins:
Sales of AH’s line “iure and conest”
Wcat are tce urrent sales of tcat brand?
Wci c fa tors afe t sales of tcat brand?
Write some sub resear c questions and de ide wci c ones are relelant and wci c ones
aren’t
, Types if research ibjecties (Hiw? What? Why?)
Expliratiry research: If your obje tile is to gain insigct in a toii of interest (more
qualitatile)
Descriptie research: if your obje tile is to gain an a urate iroile of a situation
Explanatiry research: if your obje tile is to establisc a ausal relationscii ( ause
and afe t relationscii)
We usually irefer epilanatory resear c. Tcis imilies relationscii between on eits.
If your obje tile is to establisc a ausal relationscii, you are ondu ting epilanatory
resear c:
Wci c fa tors afe t sales of tce “iure and conest” brand?
Does a redu tion in onsumer trust de rease sales of tce brand?
Gildilicks test: to de ide if tce resear c question is too big or too small
tcose tcat are too big need resear c funding
be areful not to ask questions tcat don’t reate new insigcts
Russian dill principle: reining a drat resear c question until it refe ts tce essen e of your
resear c idea witcout in luding any unne essary words or intentions
Definitins
Research aim: brief statement of tce iuriose of your resear c iroje t
Research ibjecties: more generally a eitable to tce resear c ommunity as eliden e of
tce resear cer’s lear sense of iuriose and dire tion
allow you to oierationalise your question (steis you intend to take to answer it)
Research appriach: tce iersie tile you take for your resear c: indu tile, dedu tile ..
interliews, wcat did you use??
Inductie research: aiiroa c tcat inlolles deleloiing tceory ater obserlation of
emiiri al data, olle t data and reate tceory, wcat you witness in tce ield
Deductie research: aiiroa c tcat inlolles testing tceories by olle ting emiiri al data,
know tceory and tcen olle t (to test tceory)
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