SIA 2101 - Lecture 2 - Preliminary Information Gathering and Problem Definition
SIA 2101 - Lecture 2 - Preliminary Information Gathering and Problem Definition
SIA 2101 - Lecture 2 - Preliminary Information Gathering and Problem Definition
RESEARCH METHODS
Topic
Research
Problem
Research
Statement
Research
Questions
Specific
Steps in research plan
1. Identify a broad topic/problem area
2. Identify a narrow topic within the broad
topic
3. Raise questions
4. Formulate objectives
5
Broad Topic
• Broad problem area refers to the entire situation
where one sees a possible need for research and
problem solving.
• First step in the research process is the
identification of a broad topic.
• Such issues might pertain to:
– Problems currently existing in an organizational setting
that need to be solved
– Areas that a manager believes need to be improved in
the organization
– Some research questions that a basic researcher wants
to answer empirically
Problem identification and explanation
10
Defining the Problem
• Problem: many situations where a gap exists
between the actual and the desired ideal states.
14
From an academic perspective,
research is relevant if:
1. Nothing is known about the topic.
2. Much is known about the topic, but the
knowledge is scattered.
3. Much research on the topic is available, but the
results are contradictory.
4. Established relationships do not hold in certain
situations.
15
A problem statement is feasible
• If you are able to answer the problem statement within
the restrictions of the research project.
• These restrictions are possibly related to time and
money and the expertise of the researcher (a problem
statement may be too difficult to answer).
16
The problem statement is interesting
• Because research is a time-consuming
process and you will go through many ups and
downs before you present a final version of your
research report. It is therefore vital that you are
interested in the problem statement that you
are trying to answer, so you can stay
motivated throughout the entire process.
17
Planning your research:
Key questions
23
Objectives
Case Study - New Coke
New Coke product failure
• New Coke was a new formula for the soft drink Coca-Cola,
introduced by the Coca-Cola Company in 1985.
• Blind taste tests suggested that consumers preferred the
sweeter taste of the competing product Pepsi, and so the
Coca-Cola recipe was reformulated.
Case Study - New Coke
New Coke product Due largely to research
failure failure
• Poor sales • Tested on taste only – not
• Over 1,500 phone calls intangibles
a day from angry • Decisions based on 60%
customers ratings
• Old coke returns in only • All for $4 million!
3 months
Preliminary Information Gathering
• Gathering phase is an early stage of soliciting
information regarding the problem of interest to
enable a researcher to gain a wider
understanding and perspective of the problem.
• Includes:
– Secondary data: Information collected for another
purpose which already exists
– Primary data: Information collected for the specific
purpose at hand
Developing the Research Plan:
Data Sources
28
Secondary Data
• Secondary data sources:
– Government information
– Internal, commercial, and online databases
– Publications
• Advantages:
– Obtained quickly
– Less expensive than primary data
• Disadvantages:
– Information may not exist or may not be usable
29
Planning your research:
Getting the answer