DEFINITIONS AND CONCEPTS Data Classification • Secondary Data – Using for our current purpose but the data were preexisting and gathered for another purpose • Primary Data – Gathering for the first time to address our particular problem • Internal Data – Collected within the company • External Data – Gathering information from outside the organizations METHODS OF DESCRIPTIVE RESEARCH Observational: The gathering of primary data by observing relevant people, actions, and situations Personal research Observation in “natural environment” Electronic (Mechanical) observation Survey: Approach best suited for gathering descriptive information Most widely used method for primary data collection (mail, Phone Interviews, Personal Interviews, Internet ) KEY FACTORS IN DESCRIPTIVE RESEARCH • Population: – Total group that we are trying to describe • Sample: – A subset of population that represents the view of population • Response Rate: – How many people actually respond to research • Representativeness: – Sample represents its population • Error (Bias): – created if we not have a representative sample TYPES OF SURVEY ERROR • SAMPLING - In a way that over represents one group and under represents another group • INTERVIEWER - Not expressed in body language, expressions not the meaning of the question • QUESTIONNAIRE DESIGN - Difficult to predict how people can be influenced by form of questions DEFINITIONS AND CONCEPTS • Independent variables – The researchers can control and hope to change it • Dependent variables – We have little or no direct control over, yet we have a strong interest it RESEARCH PROCESS • • • • • • • Problem Discovery Problem Definition Research Design Sampling Data Collection Data Analysis Report Findings PROBLEM DEFINITION: HYPOTHESIS • An unproven proposition or supposition that tentatively explains certain facts or phenomena - Null Hypothesis • Independent Variable has no effect on dependent Variables • Expressed as H0 - Alternative Hypothesis • Independent Variable have an effect on dependent Variables • Expressed as H1 PROBLEM DEFINITION: HYPOTHESIS • H0 hypothesis is used to test the differences of categorical variables For example: There is no difference in customer satisfaction between customer groups have different levels of education • H1 Hypothesis is used for testing relationships in regression analysis For example: Image of business affect customer satisfaction ... Classification • Secondary Data – Using for our current purpose but the data were preexisting and gathered for another purpose • Primary Data – Gathering for the first time to address our particular... Electronic (Mechanical) observation Survey: Approach best suited for gathering descriptive information Most widely used method for primary data collection (mail, Phone Interviews, Personal Interviews,... of categorical variables For example: There is no difference in customer satisfaction between customer groups have different levels of education • H1 Hypothesis is used for testing relationships