CBME1: Business Organization and Management|| Module Content || Week 11||Lesson:

Module 11

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 CBME1: Business Organization and Management|| Module Content || Week 11||Lesson:
Module 11

Course Description This is an introductory course in management for business and accountancy
students who need to grasp the big picture of management concepts,
processes and techniques as practiced today in business, industry, and
government. The students gain a solid grasp of how effective managers
orchestrate human resources and their own energies to contribute an
organization’s successful achievement of its mission and bottom-line goals.
Course Learning At the end of the course, students are expected to:
Outcomes  Analyze the following:
 Focused Group Discussion
 In-depth Interviews
 Creative Techniques
 Discussion Guide development
 Observation
 Describe the types of Quantitative Research
 Differentiate Data Collection and Data Processing

Evidence of The teacher will facilitate the following assessment:

Learning/
Assessment Tools 1. Minute Paper / Muddiest Point (Activation of Prior Knowledge)
2. Socratic questioning
3. Illustration work
4. Learning by Doing
5. Discussion
6. Brain Writing
7. Quiz

Topics (Coverage) This module covers the following topics:

Target This course is offered to the first year students taking up Bachelor of Science in
Participants Entrepreneurship with Specialization in Microfinance.
Learning Time: Module 1
Means for Learner Students may contact teacher for assistance and guidance to the following links:
Support Email: gonobutchcarlo@gmail.com
Messenger: butchgono@yahoo.com
Mobile No.:09264282731

Summative For overall assessment of this module, the student will create Rubrics/
Assessment and discuss their own value chain and will take long quiz to Standards
validate their learning.
(See Module
Instructions)

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INTRODUCTION:

A new day has come with so many new opportunities for you. Grab them all and make the best
out of your day. Here’s me wishing you a blessed day everyone!

Welcome to your TRACK 1: Product Research and Development course, where you will

learn big picture of management concepts, processes and techniques as practiced today in
business, industry, and government.

Together, let’s discover the art of getting people together on a common platform to
make them work towards a common predefined goal.

Have bundle of patience and enjoy this brand new learning journey! 
Icon Used in this module

To guide you through your offline module, we include icons. Here’s what they mean:

Activation of prior knowledge icon.

These include introduction of the topic and preliminary activities and/or exercises (not graded)

Acquisition of new knowledge icon.

This is the learning part of the module where content about the topic/lesson is being discussed.

Acquisition of new knowledge icon (for online references transcription)

This is the learning part of the module where other learning tools such as video or e-books about
the topic/lesson is being discussed.

Application of acquired knowledge and/or competency icon.

This learning part of the module where the acquired competency and knowledge will be practiced
(not graded)

Application of acquired knowledge and/or competency icon.

This learning part of the module where the acquired competency and knowledge will be practice
(graded)
Assessment of acquired knowledge and/or competency icon.
This learning part of the module where the acquired competency and knowledge will be evaluated
through different assessment activities (graded)

Timeline icon.
This part of the module indicates the activity timeline as guide for the students (instructions,
submissions dates and other announcements).

Rubrics icon.
This part of the module indicates how the student activities will be graded.

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Activate your prior knowledge

*You can type this and send a soft copy to my email or write in yellow pad or bond paper.

Welcome to Module 1 of your course TRACK 1: Product Research and Development

Title: PRODUCT CONCEPT

Our objectives for this topic are the following:

• Discuss the importance of relationship building with consumers

• Discuss why research fits in the product life cycle
•Discuss the Research Proposal
• Explain and give examples of different types of research

Acquire new knowledge

What is qualitative research?

Qualitative research is defined as a market research method that focuses on obtaining data through
open-ended and conversational communication.

This method is not only about “what” people think but also “why” they think so. For example, consider a
convenience store looking to improve its patronage. A systematic observation concludes that the number
of men visiting this store are more. One good method to determine why women were not visiting the
store is to conduct an in-depth interview of potential customers in the category.

For example, on successfully interviewing female customers, visiting the nearby stores and malls, and
selecting them through random sampling, it was known that the store doesn’t have enough items for
women and so there were fewer women visiting the store, which was understood only by personally
interacting with them and understanding why they didn’t visit the store, because there were more male
products than female ones.

Qualitative research is based on the disciplines of social sciences like psychology, sociology, and
anthropology. Therefore, the qualitative research methods allow for in-depth and further probing and
questioning of respondents based on their responses, where the interviewer/researcher also tries to
understand their motivation and feelings. Understanding how your audience takes decisions can help
derive conclusions in market research.

Types of qualitative research methods with examples

Qualitative research methods are designed in a manner that help reveal the behavior and perception of a
target audience with reference to a particular topic. There are different types of qualitative research
methods like an in-depth interview, focus groups, ethnographic research, content analysis, case study
research that are usually used.

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The results of qualitative methods are more descriptive and the inferences can be drawn quite easily
from the data that is obtained.

Qualitative research methods originated in the social and behavioral sciences. Today our world is more
complicated and it is difficult to understand what people think and perceive. Online qualitative research
methods make it easier to understand that as it is more communicative and descriptive.

The following are the qualitative research methods that are frequently used. Also, read about qualitative
research examples:

1. One-on-one interview:

Conducting in-depth interviews is one of the most common qualitative research methods. It is a personal
interview that is carried out with one respondent at a time. This is purely a conversational method and
invites opportunities to get details in depth from the respondent.

One of the advantages of this method provides a great opportunity to gather precise data about what
people believe and what their motivations are. If the researcher is well experienced asking the right
questions can help him/her collect meaningful data. If they should need more information the
researchers should ask such follow up questions that will help them collect more information.

These interviews can be performed face-to-face or on phone and usually can last between half an hour to
two hours or even more. When the in-depth interview is conducted face to face it gives a better
opportunity to read the body language of the respondents and match the responses.

2. Focus groups:

A focus group is also one of the commonly used qualitative research methods, used in data collection. A
focus group usually includes a limited number of respondents (6-10) from within your target market.

The main aim of the focus group is to find answers to the “why” “what” and “how” questions. One
advantage of focus groups is, you don’t necessarily need to interact with the group in person. Nowadays
focus groups can be sent an online survey on various devices and responses can be collected at the click
of a button.

Focus groups are an expensive method as compared to the other online qualitative research methods.
Typically they are used to explain complex processes. This method is very useful when it comes to
market research on new products and testing new concepts.

3. Ethnographic research:

Ethnographic research is the most in-depth observational method that studies people in their naturally
occurring environment.

This method requires the researchers to adapt to the target audiences’ environments which could be
anywhere from an organization to a city or any remote location. Here geographical constraints can be an
issue while collecting data.

This research design aims to understand the cultures, challenges, motivations, and settings that occur.
Instead of relying on interviews and discussions, you experience the natural settings first hand.

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This type of research method can last from a few days to a few years, as it involves in-depth observation
and collecting data on those grounds. It’s a challenging and a time-consuming method and solely
depends on the expertise of the researcher to be able to analyze, observe and infer the data.

4. Case study research:

The case study method has evolved over the past few years and developed into a valuable qual research
method. As the name suggests it is used for explaining an organization or an entity.

This type of research method is used within a number of areas like education, social sciences and similar.
This method may look difficult to operate, however, it is one of the simplest ways of conducting research
as it involves a deep dive and thorough understanding of the data collection methods and inferring the
data.

5. Record keeping:

This method makes use of the already existing reliable documents and similar sources of information as
the data source. This data can be used in new research. This is similar to going to a library. There one
can go over books and other reference material to collect relevant data that can likely be used in the
research.

6. Process of observation:

Qualitative Observation is a process of research that uses subjective methodologies to gather systematic
information or data. Since, the focus on qualitative observation is the research process of using
subjective methodologies to gather information or data. Qualitative observation is primarily used to
equate quality differences.

Qualitative observation deals with the 5 major sensory organs and their functioning – sight, smell, touch,
taste, and hearing. This doesn’t involve measurements or numbers but instead characteristics.

Qualitative research: data collection and analysis

A. Qualitative data collection

Qualitative data collection allows collecting data that is non-numeric and helps us to explore how
decisions are made and provide us with detailed insight. For reaching such conclusions the data that is
collected should be holistic, rich, and nuanced and findings to emerge through careful analysis.

Whatever method a researcher chooses for collecting qualitative data, one aspect is very clear the
process will generate a large amount of data. In addition to the variety of methods available, there are
also different methods of collecting and recording the data.
For example, if the qualitative data is collected through a focus group or one-to-one discussion, there will
be handwritten notes or video recorded tapes. If there are recording they should be transcribed and
before the process of data analysis can begin.

As a rough guide, it can take a seasoned researcher 8-10 hours to transcribe the recordings of an
interview, which can generate roughly 20-30 pages of dialogues. Many researchers also like to maintain
separate folders to maintain the recording collected from the different focus group. This helps them
compartmentalize the data collected.
In case there are running notes taken, which are also known as field notes, they are helpful in
maintaining comments, environmental contexts, nonverbal cues etc. These filed notes are helpful and can

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be compared while transcribing audio recorded data. Such notes are usually informal but should be
secured in a similar manner as the video recordings or the audio tapes.

B. Qualitative data analysis

Qualitative data analysis such as notes, videos, audio recordings images, and text documents. One of the
most used methods for qualitative data analysis is text analysis.

Text analysis is a data analysis method that is distinctly different from all other qualitative research
methods, where researchers analyze the social life of the participants in the research study and decode
the words, actions, etc.

There are images also that are used in this research study and the researchers analyze the context in
which the images are used and draw inferences from them. In the last decade, text analysis through
what is shared on social media platforms has gained supreme popularity.

Characteristics of qualitative research methods

1. Qualitative research methods usually collect data at the sight, where the participants are
experiencing issues or problems. These are real-time data and rarely bring the participants out of
the geographic locations to collect information.
2. Qualitative researchers typically gather multiple forms of data, such as interviews, observations,
and documents, rather than rely on a single data source.
3. This type of research method works towards solving complex issues by breaking down into
meaningful inferences, that is easily readable and understood by all.
4. Since it’s a more communicative method, people can build their trust on the researcher and the
information thus obtained is raw and unadulterated.

Qualitative research methods vs quantitative research methods

The basic differences between qualitative research methods and quantitative research methods are
simple and straightforward. They differ in:

1. Their analytical objectives

2. Types of questions asked
3. Types of data collection instruments
4. Forms of data they produce
5. Degree of flexibility

Attributes Qualitative research methods Quantitative research methods

This research method focuses on
Analytical Quantitative research method focuses on
describing individual experiences and
objectives describing the characteristics of a population.
beliefs.
Types of
Open-ended questions Closed-ended questions
questions asked
Data collection Use semi-structured methods such as Use highly structured methods such as
Instrument in-depth interviews, focus groups, and structured observation using questionnaires

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participant observation and surveys

Form of data
Descriptive data Numerical data
produced
Participant responses do not influence or
Degree of Participant responses affect how and
determine how and which questions
flexibility which questions researchers ask next
researchers ask next

When to use qualitative research?

Researchers make use of qualitative research techniques when they need to capture accurate, in-depth
insights. It is very useful to capture “factual data”. Here are some examples of when to use qualitative
research.

 Developing a new product or generating an idea.

 Studying your product/brand or service to strengthen your marketing strategy.
 To understand your strengths and weaknesses.
 Understanding purchase behavior.
 To study the reactions of your audience to marketing campaigns and other communications.
 Exploring market demographics, segments, and customer groups.
 Gathering perception data of a brand, company, or product.

II. Research Proposal

What are the main types of quantitative approaches to research?

It is easier to understand the different types of quantitative research designs if you consider how the
researcher designs for control of the variables in the investigation.
If the researcher views quantitative design as a continuum, one end of the range represents a design
where the variables are not controlled at all and only observed. Connections amongst variable are only
described. At the other end of the spectrum, however, are designs which include a very close control of
variables, and relationships amongst those variables are clearly established. In the middle, with
experiment design moving from one type to the other, is a range which blends those two extremes
together.

There are four main types of Quantitative research: Descriptive, Correlational, Causal-Comparative/Quasi-
Experimental, and Experimental Research.

Types of Quantitative Design

1. Descriptive Research
seeks to describe the current status of an identified variable. These research projects are
designed to provide systematic information about a phenomenon. The researcher does not
usually begin with an hypothesis, but is likely to develop one after collecting data. The analysis
and synthesis of the data provide the test of the hypothesis. Systematic collection of information
requires careful selection of the units studied and careful measurement of each variable.

Examples of Descriptive Research:

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• A description of how second-grade students spend their time during summer vacation

• A description of the tobacco use habits of teenagers

• A description of how parents feel about the twelvemonth school year

• A description of the attitudes of scientists regarding global warming

• A description of the kinds of physical activities that typically occur in nursing homes, and how
frequently each occurs

• A description of the extent to which elementary teachers use math manipulatives

2. Correlational research
attempts to determine the extent of a relationship between two or more variables using statistical
data. In this type of design, relationships between and among a number of facts are sought and
interpreted. This type of research will recognize trends and patterns in data, but it does not go so
far in its analysis to prove causes for these observed patterns. Cause and effect is not the basis
of this type of observational research. The data, relationships, and distributions of variables are
studied only. Variables are not manipulated; they are only identified and are studied as the occur
in a natural setting.

*Sometimes correlational research is considered a type of descriptive research, and not as its
own type of research, as no variables are manipulated in the study.

Examples of Correlational Research:

 The relationship between intelligence and self-esteem
 The relationship between diet and anxiety
 The relationship between an aptitude test and success in an algebra course
 The relationship between ACT scores and the freshman grades
 The relationships between the types of activities used in math classrooms and student
achievement
 The covariance of smoking and lung disease

3. Causal-comparative/quasiexperimental research

attempts to establish causeeffect relationships among the variables. These types of design are
very similar to true experiments, but with some key differences. An independent variable is
identified but not manipulated by the experimenter, and effects of the independent variable on
the dependent variable are measured. The researcher does not randomly assign groups and must
use ones that are naturally formed or pre-existing groups. Identified control groups exposed to
the treatment variable are studied and compared to groups who are not.

When analyses and conclusions are made, determining causes must be done carefully, as other
variables, both known and unknown, could still affect the outcome. A causalcomparative
designed study, described in a New York Times article, "The Case for $320,00 Kindergarten
Teachers," illustrates how causation must be thoroughly assessed before firm relationships
amongst variables can be made.

Examples of Correlational Research:

 The effect of preschool attendance on social maturity at the end of the first grade
 The effect of taking multivitamins on a students’ school absenteeism
 The effect of gender on algebra achievement
 The effect of part-time employment on the achievement of high school students

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 The effect of magnet school participation on student attitude

 The effect of age on lung capacity
4. Experimental research
often
called true experimentation, uses the scientific method to establish the cause-effect relationship
among a group of variables that make up a study. The true experiment is often thought of as a
laboratory study, but this is not always the case; a laboratory setting has nothing to do with it. A
true experiment is any study where an effort is made to identify and impose control over all other
variables except one. An independent variable is manipulated to determine the effects on the
dependent variables. Subjects are randomly assigned to experimental treatments rather than
identified in naturally occurring groups

Examples of Experimental
Research:
 The effect of a new treatment plan on breast cancer
 The effect of positive reinforcement on attitude toward school
 The effect of teaching with a cooperative group strategy or a traditional lecture approach
on students’ achievement
 The effect of a systematic preparation and support system on children who were
scheduled for surgery on the amount of psychological upset and cooperation
 A comparison of the effect of personalized instruction vs. traditional instruction on
computational skill

Assessment #1: Identification

Instruction: Identify what type of Quantitative Designs shows below.

1. The effect of positive reinforcement on attitude toward school

2. The covariance of smoking and lung disease
3. A description of the extent to which elementary teachers use math manipulatives
4. A description of the kinds of physical activities that typically occur in nursing homes, and how
frequently each occurs
5. A description of the tobacco use habits of teenagers
6. A description of the kinds of physical activities that typically occur in nursing homes, and how
frequently each occurs
7. A description of the attitudes of scientists regarding global warming
8. The relationship between diet and anxiety
9. The relationship between ACT scores and the freshman grades
10. The covariance of smoking and lung disease

Assessment #2: Essay

1. Compare and Contrast the Qualitative research methods vs quantitative research methods by
choosing at least One (1) attributes and explain it in Two (2) Sentences each Attributes.

_______________________________________________________________________________
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References and Supplementary Materials

Books and Journals

1."Organizationalculture". BusinessDictionary.com. Retrieved 2019-08-11.
2.   ^ Ravasi, D.; Schultz, M. (2006). "Responding to organizational identity threats: Exploring the
role of organizational culture". Academy of Management Journal. 49(3): 433–
458. CiteSeerX 10.1.1.472.2754. doi:10.5465/amj.2006.21794663.
3.   ^ Schein, Edgar H. (2004). Organizational culture and leadership (3rd ed.). San Francisco:
Jossey-Bass. pp. 26–33. ISBN 0787968455. OCLC 54407721.
4.   ^ Schrodt, P (2002). "The relationship between organizational identification and organizational
culture: Employee perceptions of culture and identification in a retail sales
organization". Communication Studies. 53 (2): 189–202. doi:10.1080/10510970209388584.
5.   ^ Jump up to:a b c Schein, Edgar (1992). Organizational Culture and Leadership: A Dynamic
View. San Francisco, CA: Jossey-Bass. pp. 9.
6.   ^ Jump up to:a b c d Deal T. E. and Kennedy, A. A. (1982, 2000) Corporate Cultures: The Rites
and Rituals of Corporate Life, Harmondsworth, Penguin Books, 1982; reissue Perseus Books,
2000
7.   ^ Jump up to:a b c Kotter, J. P.; Heskett, James L. (1992). Corporate Culture and Performance.
New York: The Free Press. ISBN 978-0-02-918467-7.
 

Congratulations for completing this Module!! Now, give

yourself two big thumbs up for your effort.

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Let’s be mindful of your deadline

Activity Name of Activity Date of submission Remarks

Number

*You may send a soft copy of all of your required activities to my email
gordonascmdi@gmail.com or write on a bond paper or in a yellow pad paper.

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