Research Methods What is research Why learning research

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Research Methods 研究方法

Research Methods 研究方法

• What is research? • Why learning research methods?

• What is research? • Why learning research methods?

What is research? • Careful investigation, especially, of a scholarly or scientific nature •

What is research? • Careful investigation, especially, of a scholarly or scientific nature • The process of thoroughly studying and analysing the situational factors surrounding a problem in order to seek out solutions to it (一個仔細檢閱、 分析問題的各種因素，以提出解決方案的過程) • Re-search (search again!)

Why Research? • To make more accurate (正確) decisions • To reduce personal bias

Why Research? • To make more accurate (正確) decisions • To reduce personal bias when making decisions

INFORMATION REDUCES UNCERTAINTY 我們是否該提 供員 Child-care Service?

INFORMATION REDUCES UNCERTAINTY 我們是否該提 供員 Child-care Service?

The ultimate goal of Research • Explanation & understanding • Answer questions • Solve

The ultimate goal of Research • Explanation & understanding • Answer questions • Solve problems

How problems are solved through research? • 資訊蒐集Information gathering • 二手資料 secondary data •

How problems are solved through research? • 資訊蒐集Information gathering • 二手資料 secondary data • 一手資料 preliminary data • Data 本質須與問題相關 • 資訊分析 Information analysis

Why learning Research? • Manager須仰賴大量且正確的資訊，以 為決策的依據 • When buying research service, you need to

Why learning Research? • Manager須仰賴大量且正確的資訊，以 為決策的依據 • When buying research service, you need to judge the quality of the research

Types of research • 依目的區分 • Basic R. vs. Applied R. • 依領域區分 •

Types of research • 依目的區分 • Basic R. vs. Applied R. • 依領域區分 • Nature Science R vs. Social Science R • 依層級區分 • Report, Description, Explanation, Prediction, & Control

Basic vs. Applied • Basic research 基礎研究 • 較為理論 • TO EXPAND THE LIMITS

Basic vs. Applied • Basic research 基礎研究 • 較為理論 • TO EXPAND THE LIMITS OF HUMAN KNOWLEDGE • 與單一企業政策無直接關係(Not directly involved in the solution to a problem) • Example: • 旅館經理的成功秘訣是否與他們的EQ有關? • Location 是否是一個餐廳的致勝因素?

Basic vs. Applied • 同: problem solving • 異: applied research is more directed

Basic vs. Applied • 同: problem solving • 異: applied research is more directed to making managerial decisions(管理決策)

Nature vs. Social • Nature • Social • Longer history • More support •

Nature vs. Social • Nature • Social • Longer history • More support • variables are more easy to measure • More rigorous procedures (可於實驗 室進行，過程可充分掌控) • Shorter history • Private sponsor • Variables are very abstract (抽象) & hard to measure • Research subjects (human) are harder to control

The Purpose of Research • 報告式研究Reporting study • 描述性研究Descriptive study • 解說性研究 Explanatory study

The Purpose of Research • 報告式研究Reporting study • 描述性研究Descriptive study • 解說性研究 Explanatory study • 預測性研究 Predictive study

Business Research

Business Research

Business Research • 企業研究的目的在提供相關資訊，以有 系統的調查方法，解決企業問題 (古永嘉 ) • The systematic and objective process of

Business Research • 企業研究的目的在提供相關資訊，以有 系統的調查方法，解決企業問題 (古永嘉 ) • The systematic and objective process of gathering, recording, and analyzing information to make business decisions (Zikmund).

When do we need to do business research? • Factors to consider: • Time

When do we need to do business research? • Factors to consider: • Time constraints時間限制 • Availability of data 資料的即時性 • Nature of the decision決策的本質 • Benefits vs. costs成本與利益

時間限制 Do we have enough time? No Yes Availability of Data 手中現有的data是否 能answering question?

時間限制 Do we have enough time? No Yes Availability of Data 手中現有的data是否 能answering question? Don’t Yes Business No Nature of the decision Is the business decision important? Research! No Yes Benefits vs. Costs Is it worthy? Yes Do Business Research Do No

Major topics for business research • General Business, Economic, and Corporate Research • •

Major topics for business research • General Business, Economic, and Corporate Research • • • Location 評估 企業道德 需求預測 企業併購 滿意度研究 • Financial and Accounting Research • 成本分析 • 投資風險預測 • Management and Organizational Behavior Research • Leadership style • 組織文化研究 • 員 生產力研究 • Sales and Marketing Research • Market-share analysis • 消費者行為研究

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