Research originates in the decision process. A manager needs specific information for setting objectives, defining tasks, finding the best strategy by which to carry out the tasks, or judging how well the strategy is being implemented. A dilemma-centered emphasis—the problem's origin, selection, statement, exploration, and refinement—dominates the sequence of the research process. A decision to do research can be inappropriately driven by the availability of coveted tools and databases. To be researchable, a problem must be subject to observation or other forms of empirical data collection.
How one structures the research question sets the direction for the project. A management problem or opportunity can be formulated as a hierarchical sequence of questions. At the most general level is the management dilemma. This is translated into a management question and then into a research question—the major objective of the study. In turn, the research question is further expanded into investigative questions. These questions represent the various facets of the problem to be solved, and they influence research design, including design strategy, data collection planning, and sampling. At the most specific level are measurement questions that are answered by respondents in a survey or answered about each subject in an observational study. Exploration of the problem is accomplished through familiarization with the available literature, interviews with experts, focus groups, or some combination. Revision of the management or research questions is a desirable outcome of exploration and enhances the researcher's understanding of the options available for developing a successful design.
Budgets and value assessments determine whether most projects receive necessary funding. Their thorough documentation is an integral part of the research proposal. Proposals are required for many research projects and should, at a minimum, describe the research question and the specific task the research will undertake.
Decisions concerning the type of study, the means of data collection, measurement, and sampling plans must be made when planning the design. Most researchers undertake sampling studies because of an interest in estimating population values or testing a statistical hypothesis. Carefully constructed delimitations are essential for specifying an appropriate probability sample. Nonprobability samples are also used. Pilot tests are conducted to detect weaknesses in the study's design, data collection instruments, and procedures. Once the researcher is satisfied that the plan is sound, data collection begins. Data are collected, edited, coded, and prepared for analysis. Data analysis involves reduction, summarization, pattern examination, and the statistical evaluation of hypotheses. A written report describing the study's findings is used to transmit the results and recommendations to the intended decision maker. By cycling the conclusions back into the original problem, a new research iteration may begin, and findings may be applied.
Several research process problems can diminish the value of research. Included in these are using a technique that is inappropriate for the information needed, just because it is familiar or the researcher has experience with it; attempting to substitute data mining for marketing research; focusing on an unresearchable question; failing to correctly define the management problem; and conducting politically motivated rather than management dilemma—motivated research. . .
