Page 666 - Encyclopedia of Business and Finance

eobf_R 7/5/06 3:20 PM Page 643

Retailers

Conceptualization engages researchers in identifying a Sekaran, Uma (2003). Research methods for business: A skill-build-
problem or topic worth studying, reviewing relevant liter- ing approach (4th ed.). New York: Wiley.
ature to justify the need for the research, defining the pur- Zikmund, William G. (2003). Business research methods (7th
pose of the research, and phrasing the problem in writing ed.). Mason, OH: Thomson/South-Western.
as research questions or hypotheses, which set the scope of
the research.
Jensen J. Zhao
Research design requires that researchers transform the
research concepts into operational, or measurable, terms
by completing these activities: First, select an appropriate
research method as discussed in the previous section. Sec- RESPONSIBILITY
ond, determine the population of the study, its sample
size, and sampling method. Third, develop an instrument SEE Management: Authority and Responsibility
for measuring the existence, characteristics, size, quantity,
and quality of the research variables with proper scales.
Research procedures in most studies consist of two RESTRUCTURING
common activities: reaching subjects and collecting data.
For instance, an experiment reaches subjects by putting SEE Reengineering
them in either control or experiment groups for collecting
data, whereas a survey reaches subjects by mailing them
questionnaires or telephoning them for collecting data. In
addition, researchers need to indicate any limitations in RETAILERS
the research design or procedures. Retailing is the process of selling products and services to
Data analysis requires researchers to sort out nonus- consumers for their personal or family use. A retailer is the
able data such as incomplete questionnaires or dropouts in final business in a distribution channel that links manu-
an experiment, code and edit data to meet the computer facturers with consumers. Although a retailer can also be
requirements, and analyze data quantitatively or qualita- a manufacturer or a wholesaler in the distribution chain,
tively or in combination, thereby transforming data into most retailers direct their efforts to satisfying needs of ulti-
information, or findings, for interpretation. mate consumers.
Research conclusion includes discussing the signifi-
cance of the findings such as whether the hypotheses have HISTORY OF RETAILING
been accepted or rejected or the research questions have
Retailing had its raw beginnings in early America with
been answered; addressing the theoretical, practical, or
peddlers, a word that comes from the Old English ped,
pedagogical implications; and recommending future which was a pack in which articles to be traded in the
research directions.
streets were stored. One of the earliest records of peddlers
in the American colonies is of an itinerant hawker named
ETHICS IN BUSINESS RESEARCH Richard Graves, who in 1642 shouted his wares from
Business research demands ethical behavior. When house to house in an attempt to make a deal with whoever
research involves human subjects, researchers should first would listen to him.
successfully complete an ethics workshop from the U.S. Peddlers traveled throughout America selling their
Department of Health and Human Services and then sub- wares, and in the course of this adventure, American ped-
mit for approval a research proposal that ensures ethical dlers played a part in settling the South and Middle West
compliance with their organization’s institutional review because of their ability to carry materials to these sparsely
boards. When research involves corporate internal docu- populated areas. Although some peddlers had circular
ments, researchers should protect owners’ rights to privacy routes near home that they serviced each week, most were
and confidentiality. wanderers, and trips of 1,500 miles (2,414 km) were not

SEE ALSO Forecasting in Business; Marketing Research uncommon, often with 50-pound (23-kg) loads strapped
to their back.
Peddlers sold everything from specialized goods to
BIBLIOGRAPHY
Collis, Jill, and Hussey, Roger (2003). Business research (2nd ed.). specialized services. Native Americans in New York, for
New York: Palgrave Macmillan. example, hung carved souvenir plates from their horses
Cooper, Donald R., and Schindler, Pamela S. (2006). Business and traded them from settlement to settlement. Other
research methods (9th ed.). Boston: McGraw-Hill. specialist peddlers were carpenters, preachers, dentists,

ENCYCLOPEDIA OF BUSINESS AND FINANCE, SECOND EDITION 643