GEN4153 The Research Process

Lecture Objectives
• Introducing the research practice

• Discussing the nature of research

• Analyzing the types of research

• Analyzing the research process

• Evaluating “Good” research

 Introduction: Research
As a BBA6 student, you will be required to conduct 2 research projects.

As an industry professional, you may also be required to engage or manage a range of research
activities within your role.

¨The problems and questions facing current service industry managers, are becoming more unique
and complex in nature and cannot be answered or solved just by using experience or common
sense¨ (Brotherton, 2015).
 Introduction: Research
• What is research?
• Why is it important to conduct research?
• Who benefits from research?
• What can we research?
• What are the key benefits of research?
• What problems or limitations might impact research?

[Research Questions] [Online Image] (n.d.). Freeimages.com.

 Module Journey

• Topic Choice & Rationale • Methodology

Reading Design
• Aim & Objectives • Methods
Reading Reading Secondary
• Literature Review Structure & Analysis
Theme Identification Primary
Analysis Interviews
Surveys
Observations
• DATA ANALYSIS
• SYNTHESIS OF IDEAS & DATA
Case Studies
 Topic Choice
What makes for a good topic ?

• Focused

• Feasible – you must be able to critically review / analyse / assess / evaluate so

need secondary research (and maybe primary).

• Concise – can you address it within the chapter breakdown.

[Idea] [Online Image] (n.d.). myspeechclass.com.

 If you are not clear about what you are going to research, it will be
difficult to plan how you are going to research it……..

“Would you tell me, please, which way I ought to go

from here?”

“That depends a good deal on where you want to get

to,” said the Cat.

I don’t much care where,” said Alice.

“Then it doesn’t matter which way you go,” said the

Cat.

Carroll, L. (2015). Alice’s adventures in wonderland (M. Burstein, Ed) (pp.71 – 72). Retrieved from http://www.open-bks.com/alice-71-72.html.
[Research Questions] [Online Image] (n.d.). Freeimages.com.
“Good” Research
Class activity

• Let´s choose the research area.

• Define the topic of research!

[Person writing] [Online Image] (n.d.). Freeimages.com.

The Nature of Research
 The Nature of Research
Data is collected systematically:
– Research is based on logical relationships and not just beliefs (Ghauri and Gronhaug, 2010).

Data is interpreted systematically:

– Explain the method/s used to collect data, argue meaningful results and limitations.

There is a clear purpose: to find things out

– research is represented as a multi-stage process;
– however, this process is rarely straightforward
• It will involve reflection and revision, as well as forward planning.
 Table 1.1
A taxonomy for considering the ‘relevance gap’ in
relation to managerial knowledge

Source: Developed fromHodgkinson et al. (2001)

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Types of Research
Figure 1.1 Basic and applied research

Copyright © 2019, 2016, 2012 Pearson Education, Inc. All Rights Reserved
The Research Process
The research
process
 Research
Reading Focus – Methodology
Aim, – justifies
(Secondary
Objectives
Research) choices and
& Rationale
plans analysis
( e.g. if you asked for
gender, you must have
thought that might be a
significant factor)

Steps in
research
Secondary

Abstract
process Research &
Literature
Review

References
Analysis –
Gathering Primary
extract as much
information as possible Data OR Additional
Conclusions & from the data
Secondary Data
Recommendations –
based on findings must show how
aim and objectives are met

Copyright © 2019, 2016, 2012 Pearson Education, Inc. All Rights Reserved
Figure 1.2 The research process (1 of 2)

Copyright © 2019, 2016, 2012 Pearson Education, Inc. All Rights Reserved
Figure 1.2 The research process (2 of 2)

Copyright © 2019, 2016, 2012 Pearson Education, Inc. All Rights Reserved
“Good” Research
 What do we mean by good research?
Systematic
• Rejects the use of guessing & intuition as support, but does not rule out creative thinking
Controlled
• Variables are identified & controlled, wherever possible
Logical
• Guided by the rules of logical reasoning and the logical processes of induction & deduction
Empirical
• Provides a basis for external validity to results (validation)
Replicable
• Verified by replicatingthe study
Self-correcting
• Open to public scrutiny by fellow professionals.

Adapted from Dr. Sridhar M S. (2010). Research Methodology, Head of Library & Documentation ISRO Satellite Centre
 Research video links
• TCC Elibrarian. (2013, Dec 13). Six Step Research Process. [Video]. Youtube.
https://youtu.be/6X5LKOAIHbE?t=404

• Ashton, A. (2013, Oct 26). What is Research. [Video]. Youtube.

https://www.youtube.com/watch?v=Og4BGyZr_Nk

• Meyer, R. (2015, Aug 26). What is Research. [Video]. Youtube.

https://www.youtube.com/watch?v=EEuul8hBip8

• Hope, O.B. (2015, Oct 21). What is Research. [Video]. Youtube.

https://www.youtube.com/watch?v=v50ct9xJVKE
 Other Key authors / sources
• Bell, J. (2014). Doing Your Research Project: A guide for first-time researchers. London: McGraw-Hill
Education.
• Brotherton, B. (2015). Researching hospitality and tourism. 2nd ed. London: Sage.
• Bryman, A. (2016). Social Research Methods. 5th ed. Oxford: Oxford University Press.
• Bryman, A. and Bell, E. (2015). Business Research Methods. 4th ed. New York: Oxford University Press.
• Cohen, L., Manion, L. and Morrison, K. (2011). Research methods in education. 7th edn. Oxon: Routledge.
• Punch, K.F. (2005). Introduction to Social Research: Quantitative and Qualitative Approaches. 2nd ed.
London: Sage.
• Saunders, M., Lewis, P. and Thornhill, A. (2007). Research methods for business students. 6th ed. New Jersey:
Prentice Hall.
• Saunders, M., Lewis, P. and Thornhill, A. (2016). Research methods for business students. 7th ed. New Jersey:
Prentice Hall.