ABSTRACT
This chapter explores the complexity that researchers have to tackle when dealing with quality and ask why personal impressions and gut feelings cannot substitute practical research. Once the framework is defined, the research instruments are developed and tested and the sample is drawn, the fieldwork begins with the actual data collection. Depending on the research question as well as the level of measurement, appropriate statistical models will be chosen for the test of the hypotheses that were developed as further specifications of the research question. It is the objective of an elaborated research design to optimize the research approach with regard to its adequacy on one hand and limited resources on the other. An organization that is guided by an effective research management and inspired with a research culture is likely to develop the necessary intelligence that provides a market advantage.
