Chapter 1

Relevance & Scope of Research in Management and steps

involved in the Research Process
 Contents

Meaning of research;
Types of research-Exploratory research,
Conclusive research;
The process of research;
Research applications in social and business
sciences;
Features of a Good research study.
 Research methodology
Definition-
● The process used to collect information and
data for the purpose of making business
decisions.
● The methodology may include publication
research, interviews, surveys and other
research techniques, and could include both
present and historical information.
 Research methodology
Research in common refers to a search for knowledge.
● It is a careful investigation or inquiry specially through search
for new facts in any branch of knowledge.
Research refers to the systematic method consisting of-
enunciating the problem
● formulating a hypothesis
● collecting the facts or data
● analysing the facts
● reaching certain conclusions either in the form of
solutions(s) towards the concerned problem
● or in certain generalisations for some theoretical
formulation.
● In the mid-1980s, the Coca-Cola Company made a
decision to introduce a new beverage product.
● A new product dubbed “New Coke” was
developed that was sweeter than the original-
formula Coke.
● Almost 200,000 blind product taste tests were
conducted in the United States, and more than
one-half of the participants favored New Coke over
both the original formula and Pepsi.
● The new product was introduced and the original
formula was withdrawn from the market. This
turned out to be a big mistake! Eventually, the
company reintroduced the original formula as Coke
Classic and tried to market the two products
simultaneously.
● Ultimately, New Coke was withdrawn from the
market.
● What went wrong?
● Two things stand out.
● First, there was a flaw in the market research taste tests that
were conducted: They assumed that taste was the deciding
factor in consumer purchase behavior.
● Consumers were not told that only one product would be
marketed. Thus, they were not asked whether they would give
up the original formula for New Coke.
● Second, no one realized the symbolic value and emotional
involvement people had with the original Coke.
● The bottom line on this is that relevant variables that would
affect the problem solution were not included in the research.
● So what’s the lesson?
● Market research matters.When done correctly you gain
decision making power. If done incorrectly, it could end up
costing your company millions.
 Objectives
● To determine the frequency with which something occurs
or with which it is associated with something else (studies
with this object in view are known as diagnostic research
studies)
● To test a hypothesis of a causal relationship between
variables (such studies are known as hypothesis-testing
research studies).
 Types of Research
● 1 Quantitative vs qualitative
● 2 Descriptive vs analytical
● 3 Applied vs fundamental
● 4 Conceptual vs emprical
● 5 Field vs lab
● 6 One time vs longitudinal
● 7 Exploratory or conclusive
 1. Qualitative research

● Qualitative research is research dealing with

phenomena that are difficult or impossible to quantify
mathematically, such as beliefs, meanings, attributes,
and symbols
● Qualitative researchers aim to gather an in-depth
understanding of human behaviour and the reasons
that govern such behaviour.
● The qualitative method investigates the why and how
of decision making, not just what, where, when.
● eg- If you want to get inside your customers' minds
you need to do qualitative research. Face-to-face
interviews/ observations
 Qualitative research :
Advantages
● It enables more complex aspects of a persons experience to be
studied
● Fewer restriction or assumptions are placed on the data to be
collected.
● Not everything can be quantified, or quantified easily, Individuals can
be studied in more depth
● Good for exploratory research and hypothesis generation
● The participants are able to provide data in their own words and in
their own way
● Disadvantages
● It is more difficult to determine the validity and reliability of linguistic
data
● There is more subjectivity involved in analysing the data.
● “Data overload” – open-ended questions can sometimes create lots of
data, which can take along time to analyse!
● Time consuming
 2. Quantitative research
 
● It refers to the systematic empirical investigation of any
phenomena via statistical, mathematical or computational
techniques.
● The objective of quantitative research is to develop and
employ  mathematical
theories and/or hypotheses pertaining to phenomena
● Quantitative research is generally made
using scientific methods, which can include:
● The generation of models, theories and hypotheses
● The development of instruments and methods for
measurement
● Experimental control and manipulation of variables
● eg-: census-takers survey households
 Quantitative research
●
Advantages
● Quantitative research allows the researcher to measure and analyse
data.
● The researcher is more objective about the findings of the research.
● Quantitative research can be used to test hypotheses in experiments
because of its ability to measure data using statistics.
● Disadvantages
● The main disadvantage of quantitative research is the context of the
study or experiment is ignored.
● Quantitative research does not study things in a natural setting or
discuss the meaning things have for different people.
● A large sample of the population must be studied for more accurate
results
 3 Descriptive
● Descriptive research is a study designed to depict the
participants in an accurate way. More simply put,
descriptive research is all about describing people who
take part in the study.
● There are three ways a researcher can go about doing
a descriptive research project and they are:
● Observational, defined as a method of viewing and
recording the participants
● Case study, defined as an in-depth study of an
individual or group of individuals
● Survey, defined as a brief interview or discussion with
an individual about a specific topic
 4 Analytical
● Analytical research is a specific type of research that
involves critical thinking skills and the evaluation of facts
and information relative to the research being conducted.
● A variety of people including students, doctors and
psychologists use analytical research during studies to find
the most relevant information.
● From analytical research, a person finds out critical details
to add new ideas to the material being produced.
●
eg- cause-effect relationship
5 Applied vs Fundamental research
● Applied aims at finding a solution for an
immediate problem facing a society or business
● eg- Finding cure for diseases
Fundamental is concerned with formulation of
theories.
● eg- A study looking at how caffeine
consumption impacts the brain.
● The goal of the research is to simply increase
the amount of knowledge on a topic, not to
actually come up with a practical solution to a
problem.
 6 Conceptual vs emprical
● Conceptual related to abstract ideas
● eg-The conceptual researcher sits at his desk with pen in
hand and tries to solve these problems by thinking about
them. He does no experiments but may make use of
observations by others.
● Emprical relates to experience or observation alone
● eg- Examples of empirical research include measuring the
levels of noise pollution found in an urban area to
determine the average levels of sound exposure
experienced by its inhabitants.
 7 Field vs lab Research
● Field research includes surveys
● Lab research includes clinical or diagnostic
research.
 8 One time vs Longitudinal
● Single time period
● Longitudinal involes multiple time periods
 9 Exploratory vs conclusive research
● Exploratory Research is research conducted for a problem that has
not been clearly defined. It often occurs before we know enough to
make conceptual distinctions or to posit an explanatory relationship.
● The objective of exploratory research is to gather preliminary
information that will help define problems and suggest hypotheses.
● Researchers may use primary or secondary research, or a
combination of both types of research.
● Advantages of Exploratory Research
● Flexibility and adaptability to change Exploratory research is effective
in laying the groundwork that will lead to future studies.
● determins the types of research that is are worth pursuing at the
earlier stages
●
Disadvantages of Exploratory Research
● Exploratory studies generate qualitative information and interpretation
of such type of information is subject to bias
● These types of studies usually make use of a modest number of
 Conclusive research
● Conclusive research is meant to provide
information that is useful in reaching conclusions
or decision-making.
● It tends to be quantitative in nature, that is to say
in the form of numbers that can be quantified
and summarized.
● To test hypothesis and relationships
● Information needs a clearly defined Research
process is formal and structured
● Large representative sample
● Data analysis is quantitative
● Findings used as input to decision making
Research Process
Research Process
 Research process
● The research process:
● (1) formulating the research problem;
● (2) extensive literature survey;
● (3) developing the hypothesis;
● (4) preparing the research design;
● (5) determining sample design;
● (6) collecting the data;
 Research process
● (7) execution of the project;
● (8) analysis of data;
● (9) hypothesis testing;
● (10)generalisations and interpretation, and
● (11) preparation of the report or presentation of
the results
 Steps in Research Process
1. Formulating the research problem:
● There are two types of research problems, viz., those
● which relate to nature of problem
● those which relate to relationships between variables.
● At the very outset the researcher must single out the problem he
wants to study, i.e., he must decide the general area of interest or
aspect of a subject-matter that he would like to inquire into.
● Initially the problem may be stated in a broad general way and then
the ambiguities, if any, relating to the problem be resolved
● Then, the feasibility of a particular solution has to be considered
before a working formulation of the problem can be set up.
● The formulation of a general topic into a specific research problem,
thus, constitutes the first step in a scientific enquiry.
●
eg- Impact of advertisments on sales for children
 Steps in Research Process
● Essentially two steps are involved in formulating the research
problem, viz., understanding the problem thoroughly, and
rephrasing the same into meaningful terms from an analytical
point of view.
● In private business units or in governmental organisations, the
problem is usually earmarked by the agencies with whom the
researcher can discuss as to how the problem originally came about
and what considerations are involved in its possible solutions.
 Steps in Research Process
2. Extensive literature survey:
● Once the problem is formulated, a brief summary of it should be
written down.
● At this juncture the researcher should undertake extensive literature
survey connected with the problem.
● For this purpose, the abstracting and indexing journals and published
or unpublished bibliographies are the first place to go to.
● Academic journals, conference proceedings, government reports,
books etc., must be tapped depending on the nature of the problem.
● In this process, it should be remembered that one source will lead to
another.
● The earlier studies, if any, which are similar to the study in hand
should be carefully studied.
● A good library will be a great help to the researcher at this stage.
 Steps in Research Process
● 3. Development of working hypotheses:
● After extensive literature survey, researcher should state in clear
terms the working hypothesis or hypotheses.
● Working hypothesis is tentative assumption made in order to draw out
and test its logical or empirical consequences.
● As such the manner in which research hypotheses are developed is
particularly important since they provide the focal point for research.
● They also affect the manner in which tests must be conducted in the
analysis of data and indirectly the quality of data which is required for
the analysis.
● In most types of research, the development of working hypothesis
plays an important role.
● Hypothesis should be very specific and limited to the piece of
research in hand because it has to be tested.
● The role of the hypothesis is to guide the researcher by delimiting the
area of research and to keep him on the right track.
 Steps in Research Process
● How does one go about developing working hypotheses? The answer
is by using the following approach:
● (a) Discussions with colleagues and experts about the problem, its
origin and the objectives in seeking a solution;
● (b) Examination of data and records, if available, concerning the
problem for possible trends,peculiarities and other clues;
● (c) Review of similar studies in the area or of the studies on similar
problems; and
● (d) Exploratory personal investigation which involves original field
interviews on a limited scale with interested parties and individuals
with a view to secure greater insight into the practical aspects of the
problem.
 Steps in Research Process
● 4. Preparing the research design:
● The research problem having been formulated in clear cut
terms, the researcher will be required to prepare a research
design, i.e., he will have to state conceptual structure within
which research would be conducted.
● The function of research design is to provide for the collection
of relevant evidence with minimal expenditure of effort, time and
money.
● But how all these can be achieved depends mainly on the
research purpose.
 Steps in Research Process
Research purposes may be grouped into four categories,
viz.
● (i) Exploration
● (ii) Description
● (iii) Diagnosis
● (iv) Experimentation
 Steps in Research Process
● 5. Determining sample design:
● All the items under consideration in any field of
inquiry constitute a ‘universe’ or ‘population’. A
complete enumeration of all the items in the
‘population’ is known as a census inquiry.
● Deliberate sampling
● Simple random sampling
● Systematic sampling
● Cluster sampling and area sampling
 Steps in Research Process
● 6. Collecting the data:
● Primary data can be collected either through experiment or
through survey.
● If the researcher conducts an experiment, he observes some
quantitative measurements, or the data, with the help of which
he examines the truth contained in his hypothesis.
● But in the case of a survey, data can be collected by any one or
more of the following ways:
● By observation
● Through personal interview
● Through telephone interviews
● By mailing of questionnaires
●
 Steps in Research Process

7. Execution of the project:

● Execution of the project is a very important step in the research
process. If the execution of the project proceeds on correct lines, the
data to be collected would be adequate and dependable.
● The researcher should see that the project is executed in a
systematic manner and in time.
● If the data are to be collected through interviewers, arrangements
should be made for proper selection and training of the interviewers.
The training may be given with the help of instruction manuals which
explain clearly the job of the interviewers at each step.
● Steps should be taken to ensure that the survey is under statistical
control so that the collected information is in accordance with the pre-
defined standard of accuracy.
 Steps in Research Process
● 8. Analysis of data:
● After the data have been collected, the researcher turns to the task
of analysing them.
● The analysis of data requires a number of closely related operations
such as establishment of categories, the application of these
categories to raw data through coding, tabulation and then drawing
statistical inferences.
● Researcher should classify the raw data into some purposeful and
usable categories.
● Coding operation is usually done at this stage through which the
categories of data are transformed into symbols that may be
tabulated and counted.
● Editing is the procedure that improves the quality of the data for
coding. With coding the stage is ready for tabulation.Tabulation is a
part of the technical procedure wherein the classified data are put in
the form of tables.
 Steps in Research Process
● 9. Hypothesis-testing:
● After analysing the data as stated above, the researcher is in a
position to test the hypotheses.
● Various tests, such as Chi square test, t-test, F-test, have been
developed by statisticians for the purpose.
● The hypotheses may be tested through the use of one or more
of such tests, depending upon the nature and object of research
inquiry.
● Hypothesis-testing will result in either accepting the hypothesis
or in rejecting it.
 Steps in Research Process

10. Generalisations and interpretation:

● If a hypothesis is tested and upheld several
times, it maybe possible for the researcher to
arrive at generalisation, i.e., to build a theory.
● If the researcher had no hypothesis to start
with, he might seek to explain his findings on
the basis of some theory.
● It is known as interpretation.
● The process of interpretation may quite often
trigger off new questions which in turn may lead
to further researches.
 Steps in Research Process
11. Preparation of the report or the thesis:
● The layout of the report should be as follows:
● (i) the preliminary pages;
● (ii) the main text
● (iii) the end matter.
● In its preliminary pages the report should carry title and date
followed by acknowledgements and foreword.
● Then there should be a table of contents followed by a list of
tables and list of graphs and charts, if any, given in the report.
 Research applications in social and business
sciences;

Business Social Sciences

● Competitive advantage ● Testing of new products
● Evaluate market trends ● Guarentee adequate distribution
● Help decesion making ● In house research
● New discoveries ● Avoid future failure
● Study competition
● Recruit employees
 Features of a Good research study.

● A research study with clearly defined purpose finds a

wider acceptance and acknowledgement within the
research community.
● The research method should be defined in a clear
manner with sufficient detail. This will allow the
repetition of the study in future for further
advancement, while maintaining the continuity of what
has been done in the past.
● Any limitations and assumptions made by the
researcher during the course of the study should be
clearly highlighted in the research. This will support
the findings of the research study, in case someone
tries to validate the study findings.
 Features of a Good research study.

● As far as possible, the research design should be

planned in a way that the results generated are as
objective as possible. This will provide an easier
understanding about the findings of the research.
● There should be sufficient data to investigate the
research topic. And the researcher should carefully
check the reliability and validity of the data.
● in order to deliver a good research, a researcher
should confine the conclusions to those justified by the
data.
● Lastly, a good research depends a great deal on the
integrity and commitment of the researcher.