INTRODUCTION

TO RESEARCH
BY: MDM NURUL ASYIKIN MOHD NORDIN
DEFINITION OF RESEARCH

Systematic process that involves

planning the methodology of the
research, collecting data, and
subsequently describing the data
and reporting the information.
 RESEARCH APPROACH

RESEARCH APPROACH

DEDUCTION RESEARCH INDUCTION RESEARCH

Theory and hypothesis

Data collected
are developed
Theory developed
Research strategy
designed – to test
 RESEARCH APPROACH

Deduction Research Induction Research

Concern with testing theory / Not start with testable hypothesis
hypothesis
works from the more general to the moving from specific observations
more specific. to broader generalizations and
theories.
Sometimes called "top-down" begin with specific observations and
approach. measures,
We might begin with thinking up begin to detect patterns and
a theory about our topic of interest. regularities, formulate some
We then narrow that down into tentative hypotheses that we can
more specific hypotheses that we explore
can test. finally end up developing some
general conclusions or theories.
 RESEARCH APPROACH

Deduction Research Induction Research

Ex : number H1N1 death, number

tourist arrivals, etc
Researcher – control to explain Researcher - grounded theory –
effect on end results built new theory ( advanced the
Ex: Effect come late to class ????? existing theory )
 RESEARCH APPROACH
Deduction Research Induction Research
Replicated – adopt methodology / Grounded theory - build new theory
ways such as questionnaire, survey. – disregard existing theory
(assume previous researcher make
error , flawed)
Reductionism – not measure in all Ajzen and Fishbein formulated in
sides / particular 1980 the theory of reasoned action
Ex: Success of teaching Math = (TRA). This resulted from attitude
measure by students exam marks. research from the Expectancy Value
(exclude behavior, etc) Models.
Ajzen and Fishbein formulated the
TRA after trying to estimate the
difference between attitude and
behavior.
 RESEARCH APPROACH

Deduction Research Induction Research

Generalization – result that they get
– will use in all related situation –
generalize.
Ex: Success of teaching math = the
results may use to other subjects.
Let say – successful teaching of
Business subjects = successful
teaching Math subject

More
comparison
(refer module
page 4)
 PURPOSE OF RESEARCH

1. Provide answer to uncertainties

- On certain matters / phenomena – that has happened or
will happened

2. To ensure information collected is reliable and

valid
- Support by qualitative & quantitative data – from books,
journals, newspapers, etc

3. Researcher can gain knowledge

- By implementing / following research process
RESEARCH PROCESS
Management Problem

Determine Research Objective

Reference to Literature

Research Design

Instrumentation

Data Collection

Data Analysis

Report Findings
 GOALS OF RESEARCH

1) DESCRIPTIVE RESEARCH
 To portray accurate profile of person, events or
situations.
 To describe situations and events – describe reality
 The researcher observes and then describes what he
or she observed.
 Examples 1: crime rates for various cities = the
computation of age-gender profiles of populations
by demographers.
 Example 2: Product marketing survey = describe
who use, who uses, or would use a certain product.
 GOALS OF RESEARCH

2. PREDICTIVE RESEARCH
- Seek way to project future events
- Involved with the forecasting (predicting) of a
likelihood of something happening.
- This research usually begins with finding what will
happen.
- Example 1: What would the impact of increased
industrialization in city.
- Example 2: Effect of customer satisfaction to
organization.
 GOALS OF RESEARCH

3. EXPLANATORY RESEARCH
- To find causes ( or factor) that influence a
phenomenon. (between IV and DV)
- Answers the questions of "why" and "how"
something happened.
- It establishes a cause and effect relationship between
two variables. Hence, the research explains.
- Example 1 : To know the relationship between
increasing number police station and crimes rate in
the city.
- Example 2 : To know factor influence customer in
buying Malaysian product.
 GOALS OF RESEARCH

4. EXPLORATORY STUDY

- Clarify the researcher’s understanding of a problem

and act.
- Act as a prelude (introduction) for detailed study
- Researcher has an idea or has observed something
and seeks to understand more about it.
- Investigation into a problem or situation
which provides insights to the researcher.
- The research is meant to provide details where a
small amount of information exists.
 GOALS OF RESEARCH

- 3 ways conducting exploratory study :

i) A search of literature (find the sources )
ii) interview ‘experts’ in the subjects
iii) conducting a focus group discussions (discussion
with a group a people)
Example 1 : Interview doctors about increasing dengue
fever in city.
Example 2: Do discussion (focus group) on their taste
of new model of car )
 GOALS OF RESEARCH

4. EVALUATION RESEARCH
- Assess whether certain planned targets have been
achieved or intended consequence has been attained
after in intervention was introduced.
- Evaluation is a set of research methods and
associated methodologies with a unique purpose.
- They provide a means to judge actions and activities
in terms of values, criteria and standards.
 GOALS OF RESEARCH

- At the same time evaluation is also a practice that

seeks to enhance effectiveness in the public area and
policy making.
- need to explain what happens and would have to be
done differently for different outcomes to be
achieved.
- Example 1: What is the outcome of the recent pay
rise given to all employees?
- Example 2: What is consequences of changes of
company rules to employees.
 APPLICATIONS OF RESEARCH
Basic Research
Aim – to expand knowledge
-Results in universal principle
- value to society
- carried out in university
- Topic decide : by
universities itself
- Get grant from government
universities
Applied Research
- Aim – solving business/ management
problem include making improvement
in their business.
Results in solutions on particular
activities / problems.
Practical relevance
lecturers/ Carry out in organizations &
universities
/ Topic decide : by funder
 QUALITATIVE VS QUANTITATIVE
RESEARCH
Qualitative Research Quantitative Research

Objective To gain an understanding of To measure data and

basic reasons and motivations generalize results from a
To provide insights into the sample to the population of
setting of a problem, generating interest
ideas and/or hypotheses for later To measure the numbers of
quantitative research various views and opinions
To expose common trends in Sometimes followed by
thought and opinion qualitative research which is
 relate with words, pictures. used to explore some findings
further
 relate with numbers
Sample Unstructured or semi- Structured techniques such
structured techniques e.g. as online questionnaires, on-
individual depth interviews or street or telephone
group discussions. interviews.
 QUALITATIVE VS QUANTITATIVE
RESEARCH
Qualitative Research Quantitative Research

Data Non-statistical. Statistical data is usually in

analysis the form of tabulations
(tabs). Findings are
conclusive and usually
graphic in nature.
Outcome Exploratory and/or  Used to recommend a final
investigative. Findings are not course of action.
conclusive and cannot be used to
make generalizations about the
population of interest.
 Develop an initial
understanding and sound base
for further decision making
 SOURCE OF DATA

 Primary Data  Secondary

 Get direct from sources Data
of information (1st hand
 Get from existing data
data)
 When data exists and is
 When data is not
available through a
available, and must be
variety of sources
obtained through some
form of data collection.  Ex: internet,
publications,
 Ex: interviews,
government records,
observations,
books, journals
questionnaires, focus
group
 CREDIBILITY OF RESEARCH FINDINGS

1. VALIDITY
- Whether findings are really about what they appear
to be or not. (really as what as their want or not)
- Ex:
- Research: why Universities students come late to
class
Interview : universities students
Finding : VALID
 CREDIBILITY OF RESEARCH FINDINGS

2. RELIABILITY
- “degree of consistency with which instances are
assigned to different observers on different occasions.
(Silverman, 2005,p.227)
- Means – degree of dependency = whether you can use
the findings to other research/ situations

Ex: Customers satisfaction towards Mc Donald services.

Findings : Customers satisfied for
i) Menu ii) Staff iii) cleanliness
If can use for other similar research :
ex: Customers satisfaction towards fast food restaurants
= RELIABLE