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Introduction to research

FLS 1.1

Introduction to research

• Business Research – Definition• Objective, Nature, Importance, Criteria for a

good research. • Types of Research.

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Why must we understand research?

• help make informed decisions• need to produce research in career• evaluating research in the media• assist in classes


Objectives• Define research and understand its

importance.• Describe the basic steps in conducting

research.• Explore the fundamental methods of

gathering data for research.• Describe how tools such as databases,

decision support systems, and the Internet facilitate information systems and research.

• Identify key ethical and international considerations in research.


Meaning and Importance


Meaning of Research

• Research in common parlance refers to a search for knowledge. also

• research as a scientific and systematic search for pertinent information on a specific topic. In fact, research is an art of scientific investigation.


Definition

• According to “Clifford Woody” research comprises defining and redefining problems, formulating hypothesis or suggested solutions; collecting, organizing and evaluating data; making deductions and reaching conclusions; and at last carefully testing the conclusions to determine whether they fit the formulating hypothesis.


The Benefits of Research

• Facilitates strategic planning• Assess opportunities/threats• Ascertain potential for success• Determine feasibility• Improves marketer’s ability to make decisions


Basic

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Basic vs. Applied Research

• Basic research – type of research that may have limited direct application but in which the researcher has careful control of the conditions

• Applied research – type of research that has direct value to practitioners but in which the researcher has limited control over the research setting

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Continuum of Basic vs. Applied Research

• Level I—Basic research– Goal: Theory-driven– Approach: Laboratory

• Level II—Moderate relevance– Goal: Theory-based using relevant movements– Approach: Similar to real-world task or setting

• Level III—Applied research– Goal: Immediate solutions– Approach: Real-world settings


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Nature of Research

• Systematic – plan, identify, design, collect data, evaluate

• Logical – examine procedures to evaluate conclusions

• Empirical – decisions are based on data (observation)

• Reductive – general relationships are established from data

• Replicable – actions are recorded


Characteristics of Research

• objective• precise• verifiable• parsimonious• empirical• logical• probabilistic


Key Concepts and Issues

• time in research• variables• types of relationships• hypotheses• types of data• fallacies• structure or research• deduction and induction• ethics• validity


Time in Research

repeated measures time series

cross-sectional vs. longitudinal


Variables

• variable…– any observation that can take on different values

• attribute…– a specific value on a variable


Examples

Variable Attributesatisfaction 1 = very satisfied

2 = satisfied

3= somewhat satisfied

4 = not satisfied

5 = not satisfied at all


Examples

IV DV

exercise participation


Types of Variables

• independent variable (IV)…– what you (or nature) manipulates in some way

• dependent variable (DV)…– what you presume to be influenced by the IV


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Unscientific Methods of Problem Solving

• Tenacity• Intuition• Authority• The rationalistic method• The empirical method


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Quantitative vs. Qualitative Research

• Quantitative – data are gathered such that they can be quantified and subjected to statistical analyses

• Qualitative – data are gathered such that they can be analyzed through informed judgment


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