AC420 RESEARCH METHODS

MR. B. MUTEMBWA
 Introduction
Business researchers systematically collect,
compile, analyze, and interpret data to provide
quality information for decision makers.
Conducting research to deal with any problem is
a scientific, systematic, and interlinked exercise,
which requires sound experience and knowledge.
 Introduction
Defining Research

Research is the systematic process of collecting and analyzing

data in order to increase our understanding of the phenomenon
about which we are concerned or interested.
Research has also been described as a process involving
discovery, interpretation and communication
The ultimate goal of research itself: to derive conclusions from a
body of data and discover what was hitherto unknown
Defining Research
Cooper and Schindler (2013) define business
research as a systematic enquiry that provides
information to guide managerial decisions.
It facilitates the managerial decision process
for all aspects of a business; finance,
marketing, human resources, and so on.
Business Research
Business research is defined as the systematic
and objective process of generating information
for aid in making business decisions.
“Business research is the application of the
scientific method in searching for the truth about
business phenomena”(Zikmund &Griffin, n.d).
Meaning and nature of Research

Research involves looking for information for

decision making.
 Literally, research (re-search) means “to search
again.”
The term connotes patient study and scientific
investigation- the researcher takes another, more
careful look at the data to discover all that is
known about the subject.
Research and preconception
Research is not done to support
preconceived ideas but to test them.
The researcher must be personally detached
and free of bias in attempting to find truth.
Bias compromises the reliability of the
findings.
Attributes of Research

it starts with a problem;

there is a clear articulation of a goal;
it is carried out according to a plan or procedure;
it involves the collection and interpretation of data in an
attempt to resolve the problem; and
it requires the communication of our findings in an
appropriate manner to a wider audience
Attributes of Research

Is it based on the work of others?

Can be replicated
it is generalisable to other settings
it is based on some logical rationale and tied to theory
Is it an apolitical activity undertaken for the betterment of society
Attributes of Research: Achievability
Aspects which relate to the achievability
the time needed to complete and write up the research
the funds needed to collect the data
logistical problems involved e.g travelling to distant field
sites to carry out the research, accommodation at these
sites, internet access, etc.;
the accessibility of data – consider rare documents in
archives or private collections may not be available,
data in the possession of authorities may be withheld,
participants may refuse to be interviewed,
access to field sites may not be granted, etc.;
Why Research?
A Tool for Building Knowledge and Efficient Learning
An Aid to Business Success
Means to Understand Various Issues
A Way to Prove Lies and to Support Truths
A Seed to Love Reading, Writing, Analyzing, and Sharing
Valuable Information
Nourishment and Exercise for the Mind
The Research Process
The stages followed when carrying out research.
Usually include formulating and clarifying a
topic, literature reviewing , research design,
collecting data, data analysis and write-up
Research Process
However, the research process is not
rational and straightforward.
It is iterative in nature (process moves back
and forth).
Involves revisiting stages (including your
research question(s) and
objectives) and working through them again.
In reality, critical thinking is not linear in
nature.
 Selection of
Problem Discovery Problem sampling
and Definition discovery technique
Sampling
Selection of
exploratory research
technique Probability Nonprobability

Secondary Collection of
Experience Pilot Case
(historical) Data data
survey study study
data Gathering (fieldwork)
Data Editing and
Problem definition Processing coding
(statement of and data
research objectives) Analysis
Data
Selection of processing
Research Design basic research
method Conclusions Interpretation
and Report of
findings
Experiment Survey
Secondary
Laboratory Field Interview Questionnaire Observation
Data Study
Report
 Steps of Scientific Research
Selection of area no need for study

Selection of topic answers found

Crude research question
Literature review
no answer

Refined research question

Research hypothesis, goals and objectives

Study design
Ethical issues
Population & sampling

Variables confounding bias

Research tools

Pilot study

Work plan

Collection of data

Data management

Interpretation

Reporting
The Research Topic
IDENTIFYING A TOPIC FOR RESEARCH
you may identify a practical problem in the workplace
you may have a specific area of research that you are
interested in
by reading research carried out by others
In some instances (and this is common in the natural
sciences) supervisors will provide candidates with
topics, but this is seldom the case.
The Research Topic
IDENTIFYING A TOPIC FOR RESEARCH
The world around us is full of ideas – just look around!
Research problems may relate to:
people – educational and social issues – learning or motivation;
things – natural sciences research;
records – documents of various kinds – for example, financial
statements, minutes of meetings, etc.;
thoughts and ideas – opinions, viewpoints, perceptions, beliefs; or
dynamics and energy – human energy and activity, metabolism,
quantum mechanics, etc.
The Research Topic
Narrowing down the research topic to a specific research problem
You need to narrow the broad research topic down to a more
focused research problem.
The way that this is done is by means of reading research literature.
This is referred to as a literature survey.
By reading journal articles, books, theses, you identify the gap in
existing knowledge or the niche into which you can position your
research.
The Research Topic
The process of narrowing the topic down to a specific problem can
be illustrated by the image of a funnel:
The Research Topic
Narrowing down the research topic to a specific research problem
Every article, paper or thesis must be positioned within the body of
knowledge relating to the research topic.
 In order to do this, the existing literature must be reviewed.
The extent of the literature review depends on whether you are
writing an article for a refereed journal, a paper to be presented at a
conference, a research proposal, a masters dissertation or a master’s
or doctoral thesis.
In order to put your research topic in context, you now need to
review some of the sources related to your research topic.
It is imperative that you are aware of the fundamental theories and
The Research Topic
Narrowing down the research topic to a specific research problem
The main sources used to obtained information on the topic you are:
The GZU library
 You can make use of the subject librarian to help you find sources on the
topic you want to research.
The subject websites and journals will generally give you a good indication
of which topics are relevant and give you ideas of what aspect of the topic
you can do further studies on.
Once you have identified a theme you want to do your research in you can
then use the general search engines to find the latest developments
nationally and internationally.
Subject academic journals as they will be useful in identifying the relevant
The Research Topic
Narrowing down the research topic to a specific research problem
The functions of a literature survey are as follows:
to identify a research topic;
to find out what other research has been done in the field;
to refine our research topic into a specific problem that can be
expressed in the form of a working hypothesis or question;
to identify a possible theoretical framework or model on which
to base our research; and
to justify the importance of our research in the research
proposal.
The Research Topic
Choosing a topic could be exciting
but for some , it could be frustrating.
It is the first and very important stage
of the research journey.
The Research Area
1.Identify your area of research
interest
2. Choose a research idea,
3. Refine the idea into one that is
feasible.
4. Turn the idea into research
questions and objectives
5. NB-you need to read around the
Attributes of a good research topic

Capability: is it feasible?
✔ Is the topic something with which you are really
fascinated? “Interest,interest,interest…”

✔ Do you have, or can you develop within the project time

frame, the necessary research skills to undertake the
topic?

✔ Is the research topic achievable within the available time?

Attributes of a good research topic
✔ Will the project still be current when you finish it?

✔ Is the research topic achievable within the financial

resources that are likely to be available?

✔ Are you reasonably certain of being able to gain access to

data you are likely to require for this topic?
Research Topic
Appropriateness: is it worthwhile?
✔ Does the topic fit the specifications and meet the
standards set by the examining institution?

✔ Does your research topic contain issues that have a clear

link to theory?

✔ Are you able to state your research question(s) and

objectives clearly?
Research Topic
✔ Will your proposed research be able to provide
fresh insights into this topic?
✔ Does your research topic relate clearly to the
idea you have been given (perhaps by an
organisation)?
✔ Are the findings for this research topic likely to
be symmetrical: that is, of similar value whatever
the outcome? [Whatever the outcome, you must
be able to write a worthwhile report]
✔ Does the research topic match your career goals?
Generating and refining research ideas
Need to refine this to a clear and feasible
More frequently used techniques for
generating and refining research ideas
Use Rational or Creative Thinking
Rational Thinking
Examining your own strengths and interests [check
your good assignments]
• Looking at past project titles[Scan for interesting
topics]
• Discussion [with friends, tutors &lecturers]
• Searching the literature[Journals, books, reports]
• Scanning the media[news-rich source of ideas]
Creative Thinking
• Keeping a notebook of ideas[carry a notebook with
you-keep it by the side of your bed at night to record
ideas that flash during the night=not to forget them]
• Exploring personal preferences using past projects
• Relevance trees
• Brainstorming
Raimond (1993) suggests that
students should use both rational
and creative techniques.
Refining research ideas
A. The Delphi technique-
group of people who are either involved or interested in the research idea
to generate and choose a more specific research idea.
1.Brief the group;
2. ask them to seek clarification;
3.They give independent research ideas;
4.The ideas are distributed among group
members;
5. They comment on the research ideas
and then revise their own;
6. The cycle is repeated until consensus
is reached.
B. The preliminary study
A brief scan of literature to check if the idea is researchable.
Helps to check for the availability of literature.

C. Integrating ideas
-Helps to establish a clear direction
-Involves ‘working up and narrowing down’.
PROPOSAL TITLE
Many candidates struggle to find a topic. It becomes ‘Topical’ when
students are on ‘the hunt’ for topics.
Advice: “Do not hunt for a topic”. It is not about a “Topic” per se. It is
about your “research interest”.
A topic ‘emerges’ when you read around your area of interest-the thing
that is driving or motivating your research. Make that ‘thought’ your
tie post/lynchpin[linchpin].
Avoid having too many ideas-try to stick to one.
Its like a marriage-stick to one or else you will make blunders in life.
The same with the research journey.
...Proposal Title
A title is not simply a designation.
It contains an idea and reflects the author’s intention.
It contains the subject matter/research area.
 It is self-contained and self-explanatory
Idea(s) is(are) congealed in the title.
Represented in form of ‘variables’- Independent and Dependent. For
example Y=a +bX
X is independent[influences Y] and Y is dependent[depends on X or
is influenced by X].
Examples of Good Topics
Globalisation and Business Development in Zimbabwe
Consumer Behaviour in a Volatile Economy: A Case of Zimbabwe[2000 to
2010]

Bad Ones:
“An investigation into the impact of globalisation on business development
in Zimbabwe”
“An evaluation of the effects of Information and communication
Technologies(ICTs) in the Development of Small Businesses in Sub-Saharan
Africa: A Case of Two Sub-Saharan African Coutries-Zambia and Namibia.”
Types of Business Research:
Basic and Applied Research
o Basic research is generally not related to a specific
problem and its findings cannot be immediately
applied.
o Attempts to expand the limits of knowledge.
o Not directly involved in the solution to a pragmatic
problem.
…Basic Research
Is to generate a body of knowledge by trying
to comprehend how certain problems that
occur in organizations can be solved.
The findings of such research contribute to
the building of knowledge in the various
functional areas of business.
Applied Research

Applied research is the use of scientific

methods to search for data that can be
analysed for use in different areas of life.
The information helps to establish
realities(commercial/business, social,
scientific, environmental etc).
…Applied Research
Applied business research is
conducted to address a specific
business problem for a specific
firm or organization.
It directly addresses the problem
at hand. It is launched by the
firm, agency, or individual facing
a specific problem.