Introduction to Research
conjunction with selling activities and distribution
Definition of Research
 Research is concerned with finding answers. It is a
systematic, organized search for knowledge or
answers to questions (Mason & Bramble, 1989
cited in Garcia, 2017)
 Research is a process of obtaining knowledge
through techniques, where truth, accuracy, validity,
reliability, and other criteria can be
ascertained(Genato et al, 1989 cited in Garcia, 2017)
Definition of Business Research
 Business Research is the systematic gathering,
recording, and analyzing of data about problems
relating to the financial, production, and marketing
of goods and services (Salvador, et al., 2008).
 Business Research is a systematic inquiry that
provides information used as guide in managerial
decisions. It is a process of planning, acquiring,
analyzing, and disseminating relevant data,
information, and insights to decision makers in
ways that mobilize the organization to take
appropriate actions that, in turn, maximize
performance (Cooper & Schindler, 2012).
 Business Research normally deals with topics such
as human attitudes, behavior, and performance.
People think they already know a lot about these
and do not easily accept research findings that
differ from their opinions (Flores, 2016).
Nature and Relevance of Research
 It is systematic inquiry geared towards providing
information to solve problem (Emory, 1995 cited in
Garcia, 2017)
 It is the continuous discovery and exploration of the
unknown. It entails an investigation of new facts,
leading to the discovery of new ideas, new methods,
or improvements (Charles, 1998 cited in Garcia,
2017).
Importance of Business Research
 The fundamental purpose of Business Research is
to allow a firm to plan and execute its business
activities and ideas in order to create exchange
transactions that satisfy both the firm and its
stakeholders.
 When a company evaluates a new product idea,
develops a test market, or plans change for existing
products, a critical research is needed to estimate
how customers will respond to alternate prices or
non-price factors for its product such as quality,
brand name, delivery, service or changes in features
or styles due t recent innovation.
 Business research has an inherit value only to the
extent that it helps management make better
decision.
General applications of business research (Salvador,
et al., 2008)
1. Business and sales research
Identify target markets, determine behavioral patterns
and attitudes of buyers (brand preference, shifting
patterns to other brands) , market demands, analyze and
interpret sales data and market share, study problems in
channels
2. Business economics and financial research
Study business cycle and forecasting to determine short
and long range plan. It includes study of product lines,
product mix, product diversification, evaluation of
alternative financial investment opportunities, attitude of
customers toward a particular business establishment.
3. Marketing and product research
It includes study such product planning and
development, branding, and packaging. Specifically,
consumer purchase brand history, quality opinions of
competing brands, acceptability of package utility and
designs of product among consumers, testing the
salability and acceptability of the new product,
determining the durability of all competing brands of
products.
4. Media and advertising research
Research studies dealing with the proper selection of
advertising themes, copywriting, media selection and
analysis, account management, production props,
preparation of advertisements, and budgeting. Example:
most preferred TV advertising jingles of cola drinks,
attitudes and opinions of students about junk foods.
5. Corporate responsibility research
Studies which are outside the commercial dimensions of
selling of goods and services. It deals with the business
firm’s social responsibilities to the public. Examples:
study of underground economy, effects of value added
tax, consumer demand etc.
Kinds of Research
(Garcia, 2017)
1. Descriptive Research
This type of research seeks to describe systematically,
factually, accurately and objectively a situation, problem
or phenomenon.
It seeks to describe what is.
2. Correlational or Associational Research
In this type of research, the investigator tries to probe on
the significance of the relationship between two or more
factors or characteristics.
3. Experimental Research
This type of research probes into the cause of an effect
by exposing one or more experimental groups to one or
more treatments or conditions.
4. Historical Research
The researcher attempts to reconstruct the past
objectively and accurately or to explain an incident that
happened in the past with the use of data taken from the
past.
Characteristics of Research (Garcia, 2017)
 Systematic – these are interrelated steps or
procedures a researcher has to observe in solving
the problem.
 Objective – It is not based on guesswork. This is
because empirical data have to be gathered by the
researcher prior in making conclusion or proposing
new solution to an identified difficulty or problems.
 Comprehensive – If a researcher is serious about
understanding a phenomenon, he/she needs to
examine and analyze all aspects or angles before
making a generalization or conclusion.
 Critical – This means that procedures employed by
the researcher must be able to withstand critical
scrutiny by other researchers.
 Valid – Whenever a researcher formulates
conclusion, these have to be based on actual
findings.
 Verifiable – Research is said to be verifiable as
other researchers can check on the correctness of
the results by replicating the study, based on
methods and procedures employed by the
researcher.
 Empirical – The generalization drawn by the
researcher are rooted upon hard evidence gathered
from information collected from real-life
experiences or observations.
Share your experiences that you applied research in
your work-related activities.
What advantages does it provide you?
What can you conclude about the usefulness of research?
Qualities of a Good Research (Flores, 2016)
 Purpose clearly defined
 Research process detailed
 Research design thoroughly planned
 High ethical standards applied
 Limitations frankly revealed
 Adequate analysis for decision maker’s needs
 Findings presented unambiguously
 Conclusions justified
What are the characteristics of the
researcher?
 Intellectual curiosity
The researcher undertakes deep thinking and inquiry of
the things, problems and situations around him/her.
 Prudence
It refers to the characteristic of a researcher where
he/she is careful in conducting his study by starting in
the right time and in the right place wisely, efficiently
and economically.
 Healthy criticism
The researcher is always doubtful as to the truthfulness
of the results.
 Intellectual honesty
The researcher approach research work with objectivity
& honesty.
Overview of the Research Process
1. Identification of Research Topic and formulation of
the Research Problem
In the formulation of a good research problem, the
following characteristics should be considered:
1.The topic should be of a great interest to you;
2.The problem is useful for the concerned people in a
particular field of concentration;
3.The topic/problem possess novelty. As much as
possible, avoid formulating topics which are already
over-studied;
4.Problems/s to be identified should have more complex
design and allow the introduction of more variables; and
5.Topic or problem can be completed in the allotted time
desired by the researcher
Research Topic Ideas: Management Accounting
Topics
 Cost Accounting Practices in
 Management Accounting and Performance
Appraisal
 Risk Management
 Performance Management
 Strategic Management
 Decision Support System and Managerial
Effectiveness
 Budgeting as Employee Motivation
 Contingency-based management accounting system
in HEIs
 Application of Management Accounting Controls
in Family Business
 Organizational Financial Controls
 Management Accounting Processes in SMEs and
Sustainability
 Role and Importance of Managerial Accounting in
Decision Making in ______
 Loan Procurement Procedures in SMEs: Problems
and Prospects
 Internal Audit Efficiency on Financial Performance
of
2. Identification of the Research Methodology
This section is composed of four components. These
are:
1. The research design;
2. Sources of information;
3. Techniques of data collection; and
4. The scheme or tools for analyzing data.
3. Collecting of data
There are two sources of data available.
These can be categorized in the external and internal
sources, and the three types of sources are the primary,
secondary, and tertiary.
4. Processing of data
This phase of the research requires that you define what
type of approach you will apply to organize your data in
preparation for data analysis and interpretation.
5. Analyze Data
Different analysis procedures will allow the researcher
to:
1. Statistically test for significant difference between
two sample statistics and association among several
variables;
2. Test hypothesized interdependence between two or
more variables;
3. Evaluate data quality; and,
4. Build text complex models of cause and effect
relationships
6. Preparation and Presentation of the Final Report
 CHMSC Research Agenda for MBA Program
 Economics
 Entrepreneurship
 Product Standardization and Commercialization
 Financial Management Practices
 Socio-Economic and Policy Research
 Countryside Development
 Tourism Development and Promotion