BEHAVIORAL RESEARCH METHOD
Prof. Dr. Nguyen Thi Tuyet Mai
Institute for Sustainable Development (ISD)
Introduction
◼ Study
▪ BA: NEU
▪ MBA: Boise State University
▪ Ph.D. (in marketing): National University of Singapore
◼ Teaching & business experience
▪ National Economics University (NEU)
▪ National University of Laos
▪ Washington State University (USA)
▪ Chuo University; Doshisha University (Japan)
▪ PR Department, Ore-Ida Foods, Inc. (USA)
◼ Research interests
▪ Marketing (consumer behavior & macromarketing)
▪ Entrepreneurship
▪ Working: Institute for Sustainable Development (NEU)
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Why do (behavioral) research?
How to conduct a research project?
The Research Process
2
Steps in the Research Process
1 Identify research topic
Define research problem &
2 determine R objectives
Determine how to conduct
3 research
4 Collect data
Analyze and interpret
5 research data
Write and present research
6 findings
Establish the Need for the
1 Research
Define the R. Problem
2
Determine R. Objectives
3
Determine Research Design
4
5
Identify Information Types
and Sources
Research
Determine Methods of
6 Accessing Data
Design Data Collection
Process
7 Forms
Determine Sample Plan and
8 Size
Collect Data
9
Analyze Data
10
Prepare and Present the
11 Final Research Report
6
3
A business’ need for doing research?
Identifying a Research Topic/
Defining a Research Problem
◼ Topic (general area of interest) needs to be
narrowed down to a specific issue/problem
◼ Sources of research topics/problems:
◼ Personal work experience
◼ Information provided by practitioners
◼ Media
◼ Personal reading of the literature
◼ Views of previous researchers
◼ …
4
Issues Relevant to Determining a
Good Research Topic
◼ Researcher’s ability/interest
◼ Value/scope of the research
◼ Does it address a theoretical problem or a problem in
the realm of practice?
◼ Is it “re-inventing the wheel” (i.e., are you sure that it
requires primary research and not just good
information retrieval)
◼ Access to required data
◼ Time required
◼ Financial support
Define the problem
“ a problem well defined is half-solved”
If we try to find best solutions for a not
correct problem what happens???
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5
Establish Research Objectives
What information is needed to
solve the problem?
Problem
11
E.g., Identifying a research problem
◼ Stating the research problem:
My research project is about….
E.g., …about reviewing and diagnosing the
company’s brand health vs. its competitors’
and determining whether or not the
advertising activities are effective.
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6
E.g., Determining the objectives
of the research
What the objectives or aims of the research
will be?
E.g., This research project aims to achieve
the following objectives:
1. To investigate brand and logo awareness
2. To investigate brand knowledge and familiarity
3. To investigate advertising awareness
4. To identify sources of advertising awareness
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Determine Research Design
Research types by increasing level of sophistication
1. Exploratory Research
2. Descriptive Research
3. Analytical/explanatory Research
4. Predictive Research
(Causal Research)
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7
Classification of main types of research
Type of research Basis of classification
◼ Exploratory, descriptive,
◼ Purpose of the research
analytical, predictive
research
◼ Quantitative or ◼ Process of the research
qualitative research
◼ Deductive or inductive ◼ Logic of the research
research
◼ Applied or basic ◼ Outcome of the
research research
15
Identify Information types and Sources
Secondary Data Primary Data
16
8
Determine Methods of Accessing Data
◼ Accessing Secondary Data:
◼ Internal one: company records,...
◼ External one: library, CD- Rom,...
◼ Accessing Primary Data:
◼ Observation, focus group, in-depth
interview
◼ Surveys
17
Determine Sample Plan and Size
◼ Sample Selection Plan:
Who is to be sampled & how to select them?
◼ Sample Size
?
18
9
Collect Data
◼ Non-sampling Errors
◼ Intentional & unintentional errors
◼ Interviewers’ & respondents’ errors
◼ Non-response errors
19
Analyze the Data
◼ Coding
◼ Entering the Data in to the computer
◼ Analyzing Data
20
10
Write and Present the Research Result
◼ Prepare the final written Report
◼ Present the Research Report
21
Qualities of Good Research Proposals:
Template
◼ The topic/problem is clearly stated ([Link] importance)
◼ Objectives are clearly defined
◼ Relevant literature is cited
◼ Conceptual framework is clear
◼ Research design is stated and is clear and appropriate
◼ Researcher’s expertise and “track record” is
documented
◼ Timetable and budget (where relevant) are provided
◼ Sources are appropriately referenced
◼ Good overall presentation/layout
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11
Case study 1
Your recommendations on the following:
◼ Research problem?
◼ Research objectives (specific information needed
to solve the problem)?
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