The Research Process - Summary
The Research Process - Summary
The research process consists of a series of stages or steps that serve to guide the research project from its conception through to the final recommendations. An overview of the process and a detailed discussion of the research purpose and research objective were presented in this chapter. The following chapter will provide a discussion of the research design and implementation stages. Together, the two chapters will provide a structure for the rest of the book.
The specification of the research purpose involves first the identification of the decision involved! its alternatives, and the timing and importance of it. Sometimes the decision is as general as "should our marketing program be changed?" In such cases it is also useful to specify the problem or opportunity that is motivating the research or the environmental surveillance objective. The purpose statement also should consider who the research users are. There are times in which the identification of the research users and the subsequent understanding of their decisions and motives can improve significantly the effectiveness of the research.
The research objective involves the identification of the research questions. The answer to an appropriate research question should be relevant to the research purpose. The research question should be as specific as possible. In particular, hypotheses should be developed whenever possible. The research boundaries specification is also part of the research objective statement.
Even at the early stages of research conceptualization it is useful to consider what value the resulting information is likely to have. This exercise can lead to a decision to forego the research or at least make a judgment about the scale of research project that would be appropriate to consider.
The research process consists of a series of stages or steps that serve to guide the research project from its conception through to the final recommendations. An overview of the process and a detailed discussion of the research purpose and research objective were presented in this chapter. The following chapter will provide a discussion of the research design and implementation stages. Together, the two chapters will provide a structure for the rest of the book.
The specification of the research purpose involves first the identification of the decision involved! its alternatives, and the timing and importance of it. Sometimes the decision is as general as "should our marketing program be changed?" In such cases it is also useful to specify the problem or opportunity that is motivating the research or the environmental surveillance objective. The purpose statement also should consider who the research users are. There are times in which the identification of the research users and the subsequent understanding of their decisions and motives can improve significantly the effectiveness of the research.
The research objective involves the identification of the research questions. The answer to an appropriate research question should be relevant to the research purpose. The research question should be as specific as possible. In particular, hypotheses should be developed whenever possible. The research boundaries specification is also part of the research objective statement.
Even at the early stages of research conceptualization it is useful to consider what value the resulting information is likely to have. This exercise can lead to a decision to forego the research or at least make a judgment about the scale of research project that would be appropriate to consider.
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