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Research Methodology Intro PDF
Research Methodology Intro PDF
MANAGEMENT RESEARCH
Dr. Eti Khatri
INTRODUCTION
Systematic, controlled, empirical and critical
investigation of hypothetical propositions about
the presumed relations among natural
phenomena.
Kerlinger
Pervasiveness of services
emphasis on quality
Advances in technology
Worker participation
TYPES OF RESEARCH
BASED ON PURPOSE
Descriptive research
Exploratory research
Analytical research
Predictive research
BASED ON PROCESS
Quantitative Research
Qualitative Research
BASED ON OUTCOME
Basic/ pure research
Applied research
BASED ON ACTION
BASED ON LOGIC
Deductive research
Inductive research
RESEARCH AND SCIENTIFIC APPROACH
The research and scientific method are closely
related.
Research is “ an enquiry into the nature of, the
reasons for and consequences of any particular set of
circumstances whether these circumstances are
experimentally controlled or recorded just as they
occur.
Karl Pearson writes “the scientific method is one and
same in the branches and the method is the method of
all logically trained minds…. The unity of all sciences
consists alone in its method not its material; the man
who classify facts of any kind whatever, who sees
their mutual relation and describes theirs sequences,
is applying the scientific method and is a man of
science.”
The ideal of science is to achieve a systematic
interrelation of facts.
Scientific method attempts to achieve “this ideal
by experimentation, observation, logical
arguments from accepted postulates and a
combination of these three in varying
proportions.”
A SCIENTIFIC METHOD IS BASED ON
FOLLOWING POSTULATES:
Research
Reporting
1.DEFINING THE RESEARCH OBJECTIVES
Research process begins with research
objectives .
Research objectives are the goals to be achieved
by conducting research.
Example:
What should be the retail price Forecast sales for product X at Sales will be higher at $5.00
for product X? three different prices. than at $4.00 or at $6.99.
In what ways can we improve Identify the top factors that Cleanliness is related positively
our service quality? contribute to customers’ to customers’ service quality
perceptions. service perceptions.
Crowding is related negatively
to customers’ service quality
perceptions.
Should we invest in a training Determine how much role Role conflict is related positively
program to reduce role conflict conflict influences employee job to job satisfaction.
among our employees? satisfaction.
2. PLANNING THE RESEARCH DESIGN
A research design is a master plan that
specifies the methods and procedures for
collecting and analyzing the needed information.
A research design provides a framework or plan
of action for the research.
Objectives of the study determined during the
early stages of research are included in the
design to ensure that the information collected is
appropriate for solving the problem.
The researcher also must determine the sources
of information, the design technique (survey or
experiment, for example), the sampling
methodology, and the schedule and cost of the
research.
3.SAMPLING
Although the sampling plan is outlined in the
research design, the sampling stage is a distinct
phase of the research process.
Sampling involves any procedure that draws
conclusions based on measurements of a portion
of the population.
In other words, a sample is a subset from a larger
population.
The first sampling question to ask is “Who is to
be sampled?” The answer to this primary
question requires the identification of a target
population. Who do we want the sample to
reflect?
The next sampling issue concerns sample size.
How big should the sample be?
Although management may wish to examine
every potential buyer of a product or service,
doing so may be unnecessary as well as
unrealistic.
The final sampling decision is how to select
the sampling units.
4. GATHERING DATA
The data gathering stage begins once the
sampling plan has been formalized.
Data gathering is the process of gathering or
collecting information.
Data may be gathered by human observers or
interviewers, or they may be recorded by
machines as in the case of scanner data and Web-
based surveys.
5. PROCESSING AND ANALYZING DATA
A. Editing and Coding
B. Data Analysis
A. EDITING AND CODING
After the fieldwork has been completed, the data
must be converted into a format that will answer
the manager's questions.
This is part of the data processing and analysis
stage.
Here, the information content will be mined from
the raw data. Data processing generally begins
with editing and coding the data.
The editing process corrects problems such as
interviewer errors (an answer recorded on the
wrong portion of a questionnaire, for example)
before the data are transferred to the computer.
Before data can be tabulated, meaningful
categories and character symbols must be
established for groups of responses.
The rules for interpreting, categorizing,
recording, and transferring the data to the data
storage media are called codes.
This coding process facilitates computer or hand
tabulation.
If computer analysis is to be used, the data are
entered into the computer and verified.
B. DATA ANALYSIS
Data analysis is the application of reasoning to
understand the data that have been gathered.
In its simplest form, analysis may involve
determining consistent patterns and
summarizing the relevant details revealed in the
investigation.
6. DRAWING CONCLUSIONS AND PREPARING
A REPORT
Ethical issues
Deception
Informed consent
Rights to privacy
Casual Research
EXPLORATORY RESEARCH
Exploratory research is conducted to clarify
ambiguous situations or discover potential
business opportunities.
As the name implies, exploratory research
is not intended to provide conclusive evidence
from which to determine a particular course of
action.
Usually exploratory research is a first step,
conducted with the expectation that additional
research will be needed to provide more
conclusive evidence.
EXAMPLE- SONY AND HONDA
Sony and Honda have each been instrumental in
developing robot technology.
Making a functional robot that can move around, perform
basic functions, carry out instructions, and even carry on a
conversation isn't really a problem.
Exploratory research allowing consumers to interact with
robots suggests that consumers are more engaged when the
robot has human qualities, such as the ability to walk on
two legs.
Researchers noticed that people will actually talk to the
robot (which can understand basic oral commands) more
when it has human qualities.
In addition, consumers do seem entertained by a walking,
talking, dancing robot. These initial insights have allowed
each company to form more specific research questions
focusing on the relative value of a robot as an
entertainment device or as a security guard,and identifying
characteristics that may be important to consumers.
CONCLUSIVE RESEARCH DESIGN
Conclusive research design, as the name implies,
is applied to generate findings that are
practically useful in reaching conclusions or
decision-making.