What is Research: Definition, Methods, Types & Examples

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What is Research?

Definition: Research is defined as careful consideration of study regarding a particular concern

or problem using scientific methods. According to the American sociologist Earl Robert Babbie,
“research is a systematic inquiry to describe, explain, predict, and control the observed
phenomenon. It involves inductive and deductive methods.” (Yin, 2009).

Inductive research methods analyze an observed event, while deductive methods verify the
observed event. Inductive approaches are associated with qualitative research, and deductive
methods are more commonly associated with quantitative analysis.
 Research is conducted with a purpose to:

 Identify potential and new customers

 Understand existing customers

 Set pragmatic goals

 Develop productive market strategies

 Address business challenges

 Put together a business expansion plan

 Identify new business opportunities

What are the characteristics of research?

1. Good research follows a systematic approach to capture accurate data. Researchers need to
practice ethics and a code of conduct while making observations or drawing conclusions.
2. The analysis is based on logical reasoning and involves both inductive and deductive methods.

3. Real-time data and knowledge is derived from actual observations in natural settings.

4. There is an in-depth analysis of all data collected so that there are no anomalies associated
with it.
5. It creates a path for generating new questions. Existing data helps create more research
opportunities.
6. It is analytical and uses all the available data so that there is no ambiguity in inference.

7. Accuracy is one of the most critical aspects of research. The information must be accurate and
correct. For example, laboratories provide a controlled environment to collect data. Accuracy
is measured in the instruments used, the calibrations of instruments or tools, and the
experiment’s final result.
 What is the purpose of research?

There are three main purposes:

1. Exploratory: As the name suggests, researchers conduct exploratory studies to explore a

group of questions. The answers and analytics may not offer a conclusion to the perceived
problem. It is undertaken to handle new problem areas that haven’t been explored before. This
exploratory process lays the foundation for more conclusive data collection and analysis.
2. Descriptive: It focuses on expanding knowledge on current issues through a process of data
collection. Descriptive research describe the behavior of a sample population. Only one
variable is required to conduct the study. The three primary purposes of descriptive studies are
describing, explaining, and validating the findings. For example, a study conducted to know if
top-level management leaders in the 21st century possess the moral right to receive a
considerable sum of money from the company profit.
3. Explanatory: Causal or explanatory research is conducted to understand the impact of
specific changes in existing standard procedures. Running experiments is the most popular
form. For example, a study that is conducted to understand the effect of rebranding on
customer loyalty (Ellis et al, 2010)
Here is a comparative analysis for better understanding:

Exploratory Research Descriptive Research Explanatory Research

Approach used Unstructured Structured Highly structured

Conducted
Asking questions Asking questions By using hypotheses.
through

Early stages of decision Later stages of decision Later stages of decision

Time
making making making
Research begins by asking the right questions and choosing an appropriate method to investigate
the problem. After collecting answers to your questions, you can analyze the findings or
observations to draw reasonable conclusions.

When it comes to customers and market studies, the more thorough your questions, the better the
analysis. You get essential insights into brand perception and product needs by thoroughly
collecting customer data through surveys and questionnaires. You can use this data to make
smart decisions about your marketing strategies to position your business effectively.

To be able to make sense of your research and get insights faster, it helps to use a research
repository as a single source of truth in your organization and to manage your research data in
one centralized repository.
Types of research methods and example

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Research methods are broadly classified as Qualitative and Quantitative.

Both methods have distinctive properties and data collection methods.

Qualitative methods

Qualitative research is a method that collects data using conversational methods, usually open-
ended questions. The responses collected are essentially non-numerical. This method helps a
researcher understand what participants think and why they think in a particular way.
 Types of qualitative methods include:

1. One-to-one Interview

2. Focus Groups

3. Ethnographic studies

4. Text Analysis

5. Case Study

A good example of a qualitative research method would be unstructured interviews which

generate qualitative data through the use of open questions. This allows the respondent to
talk in some depth, choosing their own words. This helps the researcher develop a real sense
of a person’s understanding of a situation.
1. Notice that qualitative data could be much more than just words or text. Photographs, videos,
sound recordings and so on, can be considered qualitative data (Elli et als, 2010)

Data Analysis

Qualitative research is endlessly creative and interpretive. The researcher does not just leave
thefield with mountains of empirical data and then easily write up his or her findings.

Qualitative interpretations are constructed, and various techniques can be used to make
sense of the data, such as content analysis, grounded theory (Ellis et al, 2010)), thematic
analysis (Yin, 2009) or discourse analysis.

Key Features

Events can be understood adequately only if they are seen in context. Therefore, a
qualitative researcher immerses her/himself in the field, in natural surroundings. The
contexts of inquiry are not contrived; they are natural. Nothing is predefined or taken for
granted.
Qualitative researchers want those who are studied to speak for themselves, to provide
their perspectives in words and other actions. Therefore, qualitative research is an
interactive processin which the persons studied teach the researcher about their lives.

The qualitative researcher is an integral part of the data, without the active participation of
theresearcher, no data exists.
The design of the study evolves during the research, and can be adjusted or changed
as itprogresses.
For the qualitative researcher, there is no single reality, it is subjective and exist only in
referenceto the observer.
Theory is data driven, and emerges as part of the research process, evolving from the data as
theyare collected.

Limitations

Because of the time and costs involved, qualitative designs do not generally draw samples
fromlarge-scale data sets.

The problem of adequate validity or reliability is a major criticism. Because of the

subjective nature of qualitative data and its origin in single contexts, it is difficult to
apply conventionalstandards of reliability and validity.

For example, because of the central role played by the researcher in the generation of data, it
is not possible to replicate qualitative studies. Also, contexts, situations, events, conditions,
and interactions cannot be replicated to any extent nor can generalizations be made to a wider
contextthan the one studied with any confidence

The time required for data collection, analysis and interpretation are lengthy.
Analysis of qualitative data is difficult and expert knowledge of an area is necessary
to try to interpret qualitative data, and great care must be taken when doing so, for
example, if looking for symptoms of mental illness ( Gorman et al, 2005)

Strengths

Because of close researcher involvement, the researcher gains an insider's view of the field.
This allows the researcher to find issues that are often missed (such as subtleties and
complexities) by the scientific, more positivistic inquiries.
 Qualitative descriptions can play the important role of suggesting possible relationships,
causes, effects and dynamic processes.

Qualitative analysis allows for ambiguities/contradictions in the data, which are a reflection
of social reality (Gorman et al, 2005).

Qualitative research uses a descriptive, narrative style; this research might be of particular
benefit to the practitioner as she or he could turn to qualitative reports in order to examine
forms of knowledge that might otherwise be unavailable, thereby gaining new insight.
Quantitative methods

Quantitative methods deal with numbers and measurable forms. It uses a systematic way of
investigating events or data. It answers questions to justify relationships with measurable
variablesto either explain, predict, or control a phenomenon.

Types of quantitative methods include:

1. Survey research

2. Descriptive research

3. Correlational research
Experiments typically yield quantitative data, as they are concerned with measuring
things. However, other research methods, such as controlled observations and questionnaires
canproduce both quantitative information.
For example, a rating scale or closed questions on a questionnaire would generate quantitative
data as these produce either numerical data or data that can be put into categories (e.g., “yes,”
“no” answers).

Experimental methods limit the possible ways in which a research participant can react to
and express appropriate social behavior.
Findings are therefore likely to be context-bound and simply a reflection of the assumptions
whichthe researcher brings to the
investigation.

Data Analysis

Statistics help us turn quantitative data into useful information to help with decision making.
We can use statistics to summarise our data, describing patterns, relationships, and
connections. Statistics can be descriptive or inferential.
Descriptive statistics help us to summarise our data whereas inferential statistics are used to
identify statistically significant differences between groups of data, such as intervention and
control groups in a randomised control study (Gorman et al, 2005).

Key Features

 Quantitative researchers try to control extraneous variables by conducting their

studies inthe lab.
 The research aims for objectivity (i.e., without bias), and is separated from the data.

 The design of the study is determined before it begins.

 For the quantitative researcher reality is objective and exist separately to the
researcher,and is capable of being seen by anyone.
 Research is used to test a theory and ultimately support or reject it.
Limitations

Context: Quantitative experiments do not take place in natural settings. In addition, they do
not allow participants to explain their choices or the meaning of the questions may have for
those participants (Williamson, 2002).
Researcher expertise: Poor knowledge of the application of statistical analysis may
negatively affect analysis and subsequent interpretation (Richey et al, 2014).
Variability of data quantity: Large sample sizes are needed for more accurate analysis. Small
scale quantitative studies may be less reliable because of the low quantity of data (Strauss et
al, 1998). This also affects the ability to generalize study findings to wider populations.
Confirmation bias: The researcher might miss observing phenomena because of focus on
theory or hypothesis testing rather than on the theory of hypothesis generation.

Strengths

Scientific objectivity: Quantitative data can be interpreted with statistical analysis, and since
statistics are based on the principles of mathematics, the quantitative approach is viewed as
scientifically objective, and rational (Yin, 2009).

Useful for testing and validating already constructed theories.

Rapid analysis: Sophisticated software removes much of the need for prolonged data
analysis, especially with large volumes of data involved (Gorman et al, 2005).

Replication: Quantitative data is based on measured values and can be checked by

othersbecausenumerical data is less open to ambiguities of interpretation.
 Remember, research is only valuable and useful when it is valid, accurate, and reliable.
Incorrect results can lead to customer churn and a decrease in sales.

It is essential to ensure that your data is:

 Valid – founded, logical, rigorous, and impartial.

 Accurate – free of errors and including required details.

 Reliable – other people who investigate in the same way can produce similar results.

 Timely – current and collected within an appropriate time frame.

 Complete – includes all the data you need to support your business decisions
 8 tips for conducting accurate research

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1. Identify the main trends and issues, opportunities, and problems you observe. Write a sentence
describing each one.
2. Keep track of the frequency with which each of the main findings appears.

3. Make a list of your findings from the most common to the least common.

4. Evaluate a list of the strengths, weaknesses, opportunities, and threats that have been identified
in a SWOT analysis.
5. Prepare conclusions and recommendations about your study.

6. Act on your strategies

7. Look for gaps in the information, and consider doing additional inquiry if necessary

8. Plan to review the results and consider efficient methods to analyze and dissect results for
interpretation.

Review your goals before making any conclusions about your research. Keep in mind how the
process you have completed and the data you have gathered help answer your questions. Ask
yourself if what your analysis revealed facilitates the identification of your conclusions and
recommendations.
 References

Ellis, T. J., & Levy, Y. (2010, June). A guide for novice researchers: Design and development
research methods. In Proceedings of Informing Science & IT Education Conference
(InSITE) (Vol. 10, pp. 107-118).

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Gorman, G. E., Clayton, P. R., Shep, S. J., & Clayton, A. (2005). Qualitative research for the
information professional: A practical handbook. Facet Publishing.

Richey, R. C., & Klein, J. D. (2014). Design and development research: Methods, strategies, and
issues. Routledge.

Strauss, A., & Corbin, J. (1998). Basics of qualitative research techniques (pp. 1-312).
Thousand oaks, CA: Sage publications.

Williamson, K. (2002). Research methods for students, academics and professionals:

Information management and systems. Elsevier.

Yin, R. K. (2009). Case study research: Design and methods (Vol. 5). sage.