Research Tools and Techniques

Assignment
Farah Ashraf
SP17-BBA-051
Q1.
A. Scenario 1. It is a Basic Research, however the example mentioned (Coca-Cola) is an Applied
Research.
It is classified as a basic research, because the research done chiefly to enhance the
understanding of such phenomenon (To acquire or not to acquire other firms that are operating
in un-related realms of business)) that is facing several organizations whether it is risky or not.
However, the example is classified as an applied research, because it has selected a certain
organization, a certain industry, a certain micro-element, and a certain macro-economical
element.
Scenario 2: The first statement can fall into a Basic Research; however the second statement
can fall into an Applied Research. The first statement is classified as a basic research, because
the research done chiefly to enhance the understanding of the root causes for absenteeism of
employees that commonly occur in organizations, and how to solve it.
The second statement is classified as an applied research, because the research done with the
intention of applying results of the findings to solve specific problem (absenteeism of
employees) currently being experienced in a specific organization.

Scenario 3. This will be a case of basic research, the purpose of which was to study the
usefulness or worth of different service recovery strategies and add to the body of
existing marketing knowledge.
Q4.
The hypothetico-deductive method involves the seven steps listed and discussed next.
1. Identify a broad problem area
2. Define the problem statement
3. Develop hypotheses
4. Determine measures
5. Data collection
6. Data analysis
7. Interpretation of data
8. Identify a broad problem area
  Define the problem statement
Scientific research starts with a definite aim or purpose. To find solutions for identified
problems, a problem statement that states the general objective of the research should be
developed. Gathering initial information about the factors that are possibly related to the
problem will help us to narrow the broad problem area and to define the problem statement.
Preliminary information gathering, involves the seeking of information in depth, of what is
observed (for instance the observation that our company is losing customers). This could be
done by a literature review (literature on customer switching) or by talking to several people in
the work setting, to clients (why do they switch?), or to other relevant sources, thereby
gathering information on what is happening and why. Through any of these methods, we get an
idea or a “feel” for what is transpiring in the situation. This allows us to develop a specific
problem statement.

 Develop hypotheses
In this step variables are examined as to their contribution or influence in explaining why the
problem occurs and how it can be solved. The network of associations identified among the
variables is then theoretically woven, together with justification as to why they might influence
the problem. From a theorized network of associations among the variables, certain hypotheses
or educated conjectures can be generated. For instance, at this point, we might hypothesize
that specific factors such as overpricing, competition, inconvenience, and unresponsive
employees affect customer switching.
A scientific hypothesis must meet two requirements. The first criterion is that the hypothesis
must be testable. A famous example of a hypothesis that is not testable is the hypothesis that
God created the earth. The second criterion, and one of the central tenets of the hypothetico-
deductive method, is that a hypothesis must also be falsifiable. That is, it must be possible to
disprove the hypothesis. This is important because a hypothesis cannot be confirmed there is
always a possibility that future research will show that it is false. Hence, failing to falsify, a
hypothesis does not prove that hypothesis it remains provisional until it is disproved. Hence,
the requirement of falsifiability emphasizes the tentative nature of research findings we can
only “prove” our hypotheses until they are disproved.

 Determine measures
Unless the variables in the theoretical framework are measured in some way, we will not be
able to test our hypotheses. To test the hypothesis that unresponsive employees affect
customer switching, we need to operationalize unresponsiveness and customer switching.

 Data Collection
After we have determined how to measure our variables, data with respect to each variable in
the hypothesis need to be obtained. These data then form the bias for data analysis

 Data analysis
In the data analysis step, the data gathered are statistically analysed to see if the hypotheses
that were generated have been supported. For instance, to see if unresponsiveness of
employees affects customer switching, we might want to do a correlational analysis to
determine the relationship between these variables.
Hypotheses are tested through appropriate statistical analysis. Analyses of both quantitative
and qualitative data can be done to determine if certain conjectures are substantiated.
Qualitative data refer to information gathered in a narrative form through interviews and
observations. For example, to test the theory that budgetary constraints adversely impact on
managers’ responses to their work, several interviews might be conducted with managers after
budget restrictions are imposed. The responses from the managers, who verbalize their
reactions in different ways, might then be organized to see the different categories under which
they fall and the extent to which the same kinds of responses are articulated by the managers.

 Interpretation of data
Now we must decide whether our hypotheses are supported or not by interpreting the
meaning of the results of the data analysis. For instance, if it was found from the data analysis
that increased responsiveness of employees was negatively related to customer switching (say,
0. 3), then we can deduce that if customer retention is to be increased, our employees have to
be trained to be more responsive. Another inference from this data analysis is that
responsiveness of our employees accounts for 9% of the variance in customer switching (0. 32).
Based on these deductions, we are able to make recommendations on how the “customer
switching” problem may be solved (at least to some extent) we have to train our employees to
be more flexible and communicative.

Q5.
When there is little to no existing literature on a topic, it is common to perform inductive
research because there is no theory to test. The inductive approach consists of three stages:

1. Observation

o A low-cost airline flight is delayed

2. Observe a pattern

o Another 20 flights from low-cost airlines are delayed

3. Develop a theory
 o Low cost airlines always have delays

 Limitations of an inductive approach

A conclusion drawn on the basis of an inductive method can never be proven, but it
can be invalidated.

Example

You observe 1000 flights from low-cost airlines. All of them experience a delay, which is in line
with your theory. However, you can never prove that flight 1001 will also be delayed. Still, the
larger your dataset, the more reliable the conclusion.

Deductive research approach

When conducting deductive research, you always start with a theory (the result of inductive
research). Reasoning deductively means testing these theories. If there is no theory yet, you
cannot conduct deductive research.

The deductive research approach consists of four stages:

1. Start with an existing theory

o All dogs have fleas

2. Formulate a hypothesis based on existing theory

o All pet dogs in my apartment building have fleas

3. Collect data to test the hypothesis

o Test all dogs in the building for fleas

4. Analyse the results: does the data reject or support the hypothesis?

o 10 out of 20 dogs didn’t have fleas = reject hypothesis

 Limitations of a deductive approach

The conclusions of deductive reasoning can only be true if all the premises set in the
inductive study are true and the terms are clear.

Example

 All dogs have fleas (premise)

  Benno is a dog (premise)
 Benno has fleas (conclusion)

Based on the premises we have, the conclusion must be true. However, if the first premise
turns out to be false, the conclusion that Benno has fleas cannot be relied upon.

Q6.