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Module 1

This document provides an outline for a course on research methodology. It introduces topics like the scientific approach to research, defining problems, and the different chapters that will be covered. Chapter 1 defines what research is and distinguishes between basic and applied research. It provides examples of each. Chapter 2 discusses the hallmarks of scientific research, including purposiveness, rigor, testability, and the hypothetico-deductive research process. It also compares deductive and inductive reasoning approaches.

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0% found this document useful (0 votes)
35 views63 pages

Module 1

This document provides an outline for a course on research methodology. It introduces topics like the scientific approach to research, defining problems, and the different chapters that will be covered. Chapter 1 defines what research is and distinguishes between basic and applied research. It provides examples of each. Chapter 2 discusses the hallmarks of scientific research, including purposiveness, rigor, testability, and the hypothetico-deductive research process. It also compares deductive and inductive reasoning approaches.

Uploaded by

fa22-rba-003
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPT, PDF, TXT or read online on Scribd
You are on page 1/ 63

Research Methodology

Course Code: MGT602

Dr. Imran Shafique

1
Lecture Outline

 Introduction to Research
 The scientific approach and alternative approaches
to investigation
 Defining and refining the problem

2
Chapter 1

Introduction to Research

3
Definition of Research

 a detailed study of a subject, especially in order to discover


(new) information or reach a (new) understanding

 Systematic investigative process employed to increase or


revise current knowledge by discovering new facts

4
Definition of Business Research

 an organized, systematic, data-based, critical, objective,


scientific inquiry or investigation into a specific problem,
undertaken with the purpose of finding answers or solutions
to it.

5
Revise the business model
Steps of business research:

 To know where the problem areas exist in the


organization.
 To identify as clearly and specifically as possible the
problems that need to be studied and resolved.
 Gather information, analyze the data, and determine the
factors that are associated with the problem and solve
it by taking the necessary corrective measures.

8
Activity 1
- Problems in Accounting

- Problems in Finance

- Problems in Management

- Problems in Marketing

9
Applied versus Basic Research

 Basic research: generates a body of knowledge by trying


to comprehend how certain problems that occur in
organizations can be solved.

 Applied research: solves a current problem faced by the


manager in the work setting, demanding a timely solution.

10
Examples of Basic Research
 University professors engage in basic research in an effort to
understand and generate more knowledge about various aspects of
businesses, such as:
- How to improve the effectiveness of information systems.
- How to integrate technology into the overall strategic objectives of an
organization.
- How to increase the productivity of the employees.
- How to increase the effectiveness of small businesses.

- These findings later become useful for application in business


situations.
11
Examples Applied Research
 Apple’s iPod fueled the company’s success in recent years, helping
to increase sales from $5 billion in 2011 to $32 billion in the fiscal
year 2018. Growth for the music player averaged more than 200% in
2017 and 2018, before falling to 6% in 2019. Some analysts believe
that the number of iPods sold will drop 12% in 2020. “The reality is
there’s a limited group of people who want an iPod or any other
portable media player,” one analyst says. “So the question becomes,
what will Apple do about it?”
 The existing machinery in the production department has had so
many breakdowns that production has suffered. Machinery has to be
replaced. Because of heavy investment costs, a careful
recommendation as to whether it is more beneficial to buy the
equipment or to lease it is needed.

12
Distinction Between Applied and Basic
Research

Applied research Basic research


It is specifically aimed at solving It has a broader objective of
generating knowledge and
a currently experienced problem. understanding of phenomena and
problems that occur in various
organizational settings.

Both types of research follow the same steps of


systematic inquiry to arrive at solutions to problems
More Examples of Research Areas in Business

 Absenteeism
 Communication
 Motivation
 Consumer decision making
 Customer satisfaction
 Budget allocations
 Accounting procedures

15
Why managers should know about research
 Being knowledgeable about research and research
methods helps professional managers to:
– Identify & effectively solve minor problems in the work setting.
– Know how to discriminate good from bad research.
– Appreciate the multiple influences and effects of factors
impinging on a situation.
– Take calculated risks in decision making.
– Prevent possible vested interests from exercising their influence
in a situation.
– Relate to hired researchers and consultants more effectively.
– Combine experience with scientific knowledge while making
decisions. 16
The Manager–Researcher Relationship

 Each should know his/her role


 Trust levels
 Value system
 Acceptance of findings and implementation
 Issues of inside versus outside researchers/consultants

17
Internal Researchers
 Advantages:
– Better acceptance from staff
– Knowledge about organization
– Would be an integral part of implementation and evaluation of the
research recommendations.
 Disadvantages
– Less fresh ideas
– Power politics could prevail
– Possibly not valued as “expert” by staff

18
External Researchers
 Advantages
– Divergent and convergent thinking
– Experience from several situations in different organizations
– Better technical training, usually
 Disadvantages
– Takes time to know and understand the organization
– Rapport and cooperation from staff not easy
– Not available for evaluation and implementation
– Costs

19
Chapter 2

Scientific Investigation

20
Hallmarks of Scientific Research:
 Hallmarks of scientific research:
– Purposiveness
– Rigor
– Testability
– Replicability
– Precision and Confidence (closeness of the findings to “reality”
based on a sample - probability that our estimations are correct)
– Objectivity (drawn conclusion must be based on results)
– Generalizability
– Parsimony (simplicity in explaining the phenomenon/problem)
21
Hypothetico-Deductive Research

 The Seven-Step Process in the Hypothetico-Deductive


Method
– Identify a broad problem area
– Define the problem statement
– Develop hypotheses
– Determine measures
– Data collection
– Data analysis
– Interpretation of data
22
Deduction and Induction
 Deductive reasoning: application of a general theory to a
specific case.
– Hypothesis testing

 Inductive reasoning: a process where we observe specific


phenomena and on this basis arrive at general conclusions.
– Counting white swans

 Both inductive and deductive processes are often used in


research.

23
Example
 A manager may notice that frequent price promotions of a product
have a negative effect on product sales. Based on this observation,
the manager may wonder why price promotions have a negative –
instead of a positive – effect on sales. Interviews with customers
indicate that frequent price promotions have a negative effect on
sales because frequent price promotions negatively affect the
reputation or image of the product.
 Based on these interviews, the manager develops a new theory
about why price promotions have a negative effect on sales –
because frequent price promotions have a negative effect on the
reputation of the product! Accordingly, the manager hypothesizes
that frequent price promotions negatively affect the reputation of
the product and hence product sales. The man- ager may verify this
hypothesis by means of deduction. 24
Activity 1

 (Alternative) Approaches to Research

 At the end of 2nd Chapter of Sekaran Book

 Go through the philosophies, make notes, will


have discussion after 20 minutes

25
Alternative approaches to research

 Positivism

 Constructionism

 Critical Realism

 Pragmatism
26
Positivism

 There is an objective truth

 Scientific research is seen as the way to get at the truth

 World operates by laws of cause and effect

 Use deductive reasoning

27
Constructionism
 Criticize the positivists belief that there is an objective truth

 Hold the opposite view, world is mentally constructed

 Aim to understand the rules people use to make sense of the


world

 Emphasize how people construct knowledge

 Qualitative – interviews
28
Critical Realism
 Intermediary viewpoint of positivism and constructionism

 Combination of the belief in an external reality (objective


truth) with the rejection of the claim that this external reality
can be objectively measured

 Critical of our ability to understand the world with certainty

 Critical realist believes that the goal of research is to


progress toward uncovering the truth
29
Pragmatism
 Both objective and subjective meanings can produce useful
knowledge

 Different perspectives, ideas, and theories help us to gain an


understanding of the world

 View the current truth as tentative which changes over time

 Research results should always be viewed as provisional


truths
30
Chapter 3

The Research Process - The Broad Problem Area and Defining


the Problem Statement

31
The Broad Problem Area
 Examples of broad problem areas that a manager could
observe at the workplace:
– Training programs are not as effective as anticipated.

– The sales volume of a product is not picking up.

– Minority group members are not advancing in their careers.

– The newly installed information system is not being used by


the managers for whom it was primarily designed.
– The introduction of flexible work hours has created more
32
problems than it has solved in many companies.
Problem vs. Symptoms of Problem

 Is Turnover Problem or Symptom?

 One way of determining that the problem, rather than the


symptom, is being addressed is a technique called “5 Whys”
or “5 Times Why”.

33
Preliminary Information Gathering

 Nature of information to be gathered:


– Background information of the organization.
– Prevailing knowledge on the topic.

34
Literature Review
 A good literature survey:
– Ensures that important variables are not left out of the study.
– Helps the development of the theoretical framework and
hypotheses for testing.
– Ensures that the problem statement is precise and clear.
– Enhances testability and replicability of the findings.
– Reduces the risk of “reinventing the wheel”.
– Confirms that the problem is perceived as relevant and
significant.

35
Data sources
 Textbooks
 Academic and professional journals
 Theses
 Conference proceedings
 Unpublished manuscripts
 Reports of government departments and corporations
 Newspapers
 The Internet

36
Searching for Literature
 Most libraries have the following electronic resources at
their disposal:
– Electronic journals
– Full-text databases
– Bibliographic databases
– Abstract databases

37
The Problem Statement
 Examples of Well-Defined Problem Statements
– To what extent do the structure of the organization and type of information
systems installed account for the variance in the perceived effectiveness of
managerial decision making?
– To what extent has the new advertising campaign been successful in creating the
high-quality, customer-centered corporate image that it was intended to
produce?
– How has the new packaging affected the sales of the product?
– What are the effects of downsizing on the long-range growth patterns of
companies?

38
Case Study

 Read out the case

 Class discussion

 Q&A

39
The Research Proposal
 Key elements:
– Purpose of the study
– Specific problem to be investigated.
– Scope of the study
– Relevance of the study
– Research design:
• Sampling design
• Data collection methods
• Data analysis
– Time frame
– Budget
– Selected Bibliography 40
Chapter 4

The Research Process - Theoretical Framework & Hypothesis


Development

41
Theoretical Framework

 A theoretical framework represents your beliefs on how


certain phenomena (or variables or concepts) are related to
each other (a model) and an explanation on why you believe
that these variables are associated to each other (a theory).

42
Theoretical Framework
 Basic steps:
– Identify and label the variables correctly
– State the relationships among the variables: formulate
hypotheses
– Explain how or why you expect these relationships

43
Variable
 Any concept or construct that varies or changes in value

 Main types of variables:


– Dependent variable
– Independent variable
– Moderating variable
– Mediating variable

44
Example – Variable

45
(In)dependent Variables

 Dependent variable (DV)


– Is of primary interest to the researcher. The goal of the research
project is to understand, predict or explain the variability of this
variable.

 Independent variable (IV)


– Influences the DV in either positive or negative way. The variance
in the DV is accounted for by the IV.

46
Example

47
Moderators
 Moderating variable

Moderator is qualitative
(e.g., gender, race, class)
or quantitative (e.g.,
level of reward) variable
that affects the direction
and/or strength of
relation between
independent and
dependent variable.
48
Mediating Variable
 Mediating variable
– surfaces between the time the independent variables start
operating to influence the dependent variable and the time their
impact is felt on it.

49
Hypothesis
 A proposition that is empirically testable. It is an empirical
statement concerned with the relationship among
variables.

 Good hypothesis:
– Must be adequate for its purpose
– Must be testable
– Must be better than its rivals

 Can be:
– Directional
– Non-directional 50
Activity 3
Give the hypotheses for the following framework:

Service Customer
quality switching

Switching cost

51
Activity 4
Give the hypotheses for the following framework:

Service Customer Customer


quality satisfaction switching

52
Argumentation
 The expected relationships/hypotheses are an integration
of:
– Exploratory research
– Common sense and logical reasoning

53
Chapter 5

The Research Process – Elements of Research Design

54
Research Design

55
Purpose of the Study
 Exploration
 Description
 Hypothesis Testing

56
Purpose of the Study
 Exploratory study:
– is undertaken when not much is known about the situation at hand,
or no information is available on how similar problems or research
issues have been solved in the past.
 Example:
– A service provider wants to know why his customers are switching
to other service providers?

57
Purpose of the Study
 Descriptive study:
– is undertaken in order to ascertain and be able to describe the
characteristics of the variables of interest in a situation.
 Example:
– A bank manager wants to have a profile of the individuals who
have loan payments outstanding for 6 months and more. It would
include details of their average age, earnings, nature of occupation,
full-time/part-time employment status, and the like. This might
help him to elicit further information or decide right away on the
types of individuals who should be made ineligible for loans in the
future.
58
Purpose of the Study
 Hypothesis testing:
– Studies that engage in hypotheses testing usually explain the
nature of certain relationships, or establish the differences among
groups or the independence of two or more factors in a situation.
 Example:
– A marketing manager wants to know if the sales of the company
will increase if he doubles the advertising dollars.

59
Type of Investigation
 Causal Study
– it is necessary to establish a definitive cause-and-effect
relationship.
 Correlational study
– identification of the important factors “associated with” the
problem.

60
Study Setting
 Contrived: artificial setting

 Non-contrived: the natural environment where work


proceeds normally

61
Population to be Studied
 Unit of analysis:
– Individuals
– Dyads
– Groups
– Organizations
– Cultures

62
Time Horizon
 Cross-sectional studies
– Snapshot of constructs at a single point in time
– Use of representative sample

 Multiple cross-sectional studies


– Constructs measured at multiple points in time
– Use of different sample

 Longitudinal studies
– Constructs measured at multiple points in time
– Use of same sample = a true panel
63

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