1Introduction to Research1

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Introduction to Research

Prepared by: Ida Lopez First Prepared on: 12-03-07 Last Modified on: 22-05-07

Research Methodology



Module Code and Module Title Title of Slides

Topic & Structure of lesson

• What is Research?• Importance of Research in Degree studies

• Purposes of Research

• Types of Research Paper• Quantitative vs. Qualitative Research

• The Research Process

• Research and Business• Business Managers and Research




Learning Outcomes

Student will be able to:

• explain the meaning of “research”

• understand the importance of research in

degree study• know the types of research papers available

• identify purposes of research

• Distinguish between quantitative and qualitative

research• outline research processes

• Understand business research




Research Is Not …

• information gathering:

– Gathering information from resources such books or

magazines isn’t research.

• the transportation of facts:

– Merely transporting facts from one resource to

another doesn’t constitute research.

– No contribution to new knowledge although this mightmake existing knowledge more accessible.


http://slidepdf.com/reader/full/1introduction-to-research1 7/32Module Code and Module Title Title of Slides

Research is ..

• the way of thinking, examining critically the

various aspects of your profession,

understanding and formulating guiding principles

that govern a particular procedure anddeveloping and testing new theories for the

enhancement of your profession.

• It is a habit of questioning about what you do

and empirical examination to find answers, with

a view to instituting appropriate changes for a

more effective professional services.



What does Research in Degree

studies involve?

• Doing secondary research i.e. familiarising

yourself with the work of “experts” – this process

is known as a Literature Review.

• Doing a primary research – to build upon whatyou have already found out about a subject.

• Comparing the findings and drawing your own

conclusions.



Types/Classifications of Research

• The research can be classified from three perspectives:

– Application

• Basic and applied research

– Objectives• Exploratory, Descriptive, or explanatory (causal,

hypothesis testing)

– Type of information

• Qualitative and quantitative



Purposes of Research

Two purposes:

1. To generate more knowledge and

understanding of the phenomena of interest

and to build theories based on the researchresults.

- Basic Research

Example: The Malaysian public’s perceptionof the effectiveness of its Police Department in

tracking people released on bail.



Purposes of Research

2. To solve a current problem faced by the

manager in the work setting, demanding a

timely solution.- Applied Research

Example: The Police Department has asked a

research company to come up with a newsystem of tracking people released on bail.



Basic Research

– Generating scientific knowledge for future use

(Common use)

– Undertaken for the sake of knowledge without any

intention to apply it in practice – May lead to discovery of new theory or refinement of

an existing theory

– Attempts to expand the limits of knowledge

– Not directly involved in the solution to a practicalproblem

– Commonly conducted at a University



Basic Research Examples

• Is executive success correlated with high need

for achievement?

• Coupons versus rebates as demand stimulation

tactics

• Compensation Systems and Labour Productivity

• Factors determining share prices



Applied Research

– Carried on to find solution to a real life problem and

action oriented

– Seeks an immediate and practical results

– May indirectly contribute to the development oftheoretical knowledge by leading to a discovery of

new facts or testing of a theory or to conceptual clarity

– Conducted when a decision must be made about a

specific real-life problem



Applied Research Examples

• Should McDonalds add Italian pasta dinners to its

menu?

– Business research told McDonald’s it should not?

• Should Procter & Gamble add a high-pricedhome teeth bleaching kit to its product line?

– Research showed Crest White strips would sell well

at a retail price of RM44



Basic Differences Between Basic

and Applied Research

• Applied Research

– “what is the problem” is

an important step in

resolving that problem.

– What problems to

analysis may be outside

the individual researcher

domain

– Researcher role is

examine analytically anda course of action

recommended

• Basic Research

– Problem based on the

researcher interest to

explain and

understanding of thesubject

– Selection of the problem

is totally the choice of

the researcher

– Some value judgmentmay be made, action is

not recommended



Exploratory Studies

• To clarify ambiguous problems

• To get better understanding of an issue

• To provide information for further analysis• To identify information/data required

• As a preliminary research

• To exhaust inexpensive & time savingresources



Descriptive Studies

• To describe a characteristic of a

population or phenomenon

• Seeks answers to who, what, when, whereand how questions

• To gather accurate info

• It is based on previous understanding ofthe problem




Causal Studies

• To identify cause-and-effect relationship

among variables

• To explain a relationship betweenvariables/factors

• Specific problem based




Quantitative vs. Qualitative

research

Quantitative Qualitative

Objective Quantification In-depth under.

Approach Structured Unstructured

Sample size Large Small

Represent. Yes (if random) No

Interv. Skill Moderate to low High

Basis Numbers Words

Analysis Statistics Comparative




Data and Information

• Data

– Facts

– Recorded measures of certain phenomena• Information

– A body of facts that are in a format suitable for

decision making

– Defines relationship between pieces of data




Deductive and Inductive reasoning

• Deductive

– Deriving a conclusion about a specific

instances based on a known general premise

• Inductive

– A logical process of establishing a general

proposition on the basis of observation of

particular facts




“…is defined as the systematic and objective

process of generating information for solving

a problem or finding solution to a complex

issue (aid in making business decisions).”

Business Research Defined




Objectives of Business Research

• To extends knowledge

• To discovered new information

• To theory building

• To verify and test existing facts and theory

• To analyze inter-relationships between variables

• To find solution to current problem

• In total, to make more effective professional

services




Examples of Business Research

Outcomes

• Nestlé's Regional Revamp.

• Debt-restructuring exercise helps put water-

meter Manufacturer Back on its feet.

• Inproser Bhd claims its product can help poultry

farmers slash cost.

• “Celcom – TM Touch Merges”.




Internal Researcher

• Advantages:

– Better acceptance from the staff

– Knowledge about the organization

– Would be integral part of implementation andevaluation of the research recommendations

• Limitations:

– Less fresh ideas

– Power Politics

– May not be valued as experts by staff




External Researcher

• Advantages:

– Divergent and convergent thinking

– Experience from several situations

– Better technical training

Limitations:

Time to understand the organizational system

Cooperation from the staffs is not easy

Leakage of business secretes

Not available for evaluation after implementation

cost




Research Process

• Selection of research area (Defining a problem)

• Preliminary information gathering (Informal

Secondary Research)

• Literature Review (formal secondary research)

• Hypothesising

• Further data collection (Primary Research)

• Data analysis

• Deduction (conclusion)




Tutorial (Week 1)

• The tutors will provide article(s) and you

are require to identify• the need for the research

• Research objective

• Findings & conclusion• Recommended future research scopes

• Identify a research area (that you have an

interest on) and present the• Problem statement

• Objective of this research

• Target population




Quick Review Question

• What is Research?

• Name the TWO (2) purposes of research.

• What are the two main types of research

papers?• Outline in-detail the 7-steps involved in the

research process.

• Distinguish between qualitative and quantitative

research.

• Distinguish between exploratory, descriptive and

causal research approaches.




Independent Learning Activities

• Read Sekaran (2000), pp. 1-9 to enhance

knowledge and understanding.

• Make own notes.



Q & A

Question and Answer Session

1Introduction to Research1

Documents

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