openSUSE:Research process

Research Process

Steps of a Research Process

• Definition and clarification of the problem;
• Objectives and definition of the information needed;
• Identify the information sources;
• Identify the instruments and methods to collect data;
• Define the type of sample and sample design;
• Establish the time frame and costs involved;
• Data retrieval process;
• Data mining and data processing;
• Analysis of the data;
• Report and presentation of the results

Research Process: The Process

Defining the Problem

• One of the most important steps in any research;
• Only after identifying the problem is possible to design a research that produces relevant data;
• The definition of the problem includes the definition of the research goals;
• Any project requires well defined goals; it's not worth to advance on the process if the goals are not well defined.

What can go wrong

• Unusefull Solutions - based on badly defined problems, the result of the research will be at the best, ambiguous, it's contribution to the final decision will be minimal.
• Incorrect Research Design - without a clear defined problem, the research design will be the product of a set of factors that are not related with the resolution of the problem.
• Incorrect Samples - Focusing the research on the wrong target, the researcher walks away from the real problem.
• Unusefull Data (or even dangerous) - at the best of chances, might lead to the discussion of interesting subjects, at the worst might lead to wrong decisions.

Design methods and questionnaires to collect data

• Always when primary data is required:
  • Data should be retrieved by questionnaires or by observation?
  • Questionnaires designed with open or closed questions?
  • The objectives of the research should or not be disclosed?
  • Test the questionnaire.

Definition of sample and data retrieval

• Define the poll base;
• Define the process for the sample selection;
• Define the dimension of the sample;
• Field work, we need researchers!
• Selection, training e control of the field researchers.

Analysis and Data Interpretation

• It's required that the data is analysed considering the problem that leaded to this research;
• Edition, verify if the questionnaires are complete and are consistent;
• Coding, to every question there is a numeric code. Can be a long task if the questionnaire has too many open questions.
• Tabbing, build the data in tables.

Reports and Recommendations

• The report of the research will be submitted to the management reporting the results and conclusions of the research;
• It's the most important document to evaluate the executed project;
• It must be objective and insightful.

Desk Research

Desk Research aims for retrieval, sistemization, processing and analysis of a set of informations (quantitative or qualitative) which might lead to identify solution to the marketing problem previously identified.

Necessary Data Attributes

• Accessibility;
• Relevance;
• Reliability;
• Sufficiency;

Internal Sources

• Accounting Data;
• Sales Reports;
• Several Reports;
• Organization Experts.

External Sources

• Specialized Press;
• Bibliographic Data Bases;
• Numeric Data Bases;
• Sectorial Associations;
• Governmental Organisms (demographics, wealth, employment, inflation, etc);
• Market Research and Consulting Organizations;
• International Organizations;
• ESOMAR
• Another Experts