Research methodology:

An introduction
In this chapter you will learn about

´ What is scientific research?

´ Types of research from the perspective of applications, objectives
and enquiry modes
´ Steps in the research process
´ Research ethics
Reading

´Kumar (2019), chapter 1 & 2

What is research?

´ Research is one of the ways to find answers to your questions.

Student activity

´ You work in the area of marketing

´ You can be a: a salesperson, sales manager or sales promotion
executive…
´ Choose one.
´ List out a question that you need to find answer.
What is research?

´ Research is one of the ways to find answers to your questions.

´ Research is a process for collecting, analyzing and interpreting
information to answer questions.
What is research?

´ Research
´ is being undertaken within a framework of a set of philosophies
´ uses procedures, methods and techniques that have been tested for
their validity and reliability
´ is designed to be unbiased and objective
What is research?

´ Research
´ is being undertaken within a framework of a set of philosophies
´ uses procedures, methods and techniques that have been tested for
their validity and reliability
´ is designed to be unbiased and objective
Characteristics and requirements of research

´ Controlled
´ Rigorous
´ Systematic
´ Valid and verifiable
´ Empirical
´ Critical
Types of research
Types of research

´ Application perspective
´Pure research
´Pure research involves developing and testing theories and
hypotheses that are intellectually challenging to the researcher but
may or may not have practical application at the present time or in
the future (Bailey, 1978).
´Pure research is also concerned with the development,
examination, verification and refinement of research methods,
procedures, techniques and tools that form the body of research
methodology
Types of research

´ Application perspective
´Applied research: used in various ways – such as for policy
formulation, administration and the enhancement of
understanding of a phenomenon.
´Most of the research in the social sciences is applied.
Types of research

´ Objectives perspective
´Descriptive research
´Correlational research
´Exploratory research
´Explanatory research
Types of research

´ Objectives perspective
´Descriptive research attempts to describe systematically a
situation, problem, phenomenon, service or programme, or
provides information about, say, the living conditions of a
community, or describes attitudes towards an issue.
´The main purpose of such studies is to describe what is
prevalent with respect to the issue/ problem under study.
Types of research

´ Objectives perspective
´Correlational research
´to discover or establish the existence of a relationship/
association/ interdependence between two or more aspects
of a situation
Descriptive or Correlational research?

´A research to describe the non-performing loan of

Vietnamese commercial banks.
´A research on the impact of non-performing loan on
profitability of commercial banks.
´A research on the determinants of non-performing loan
of commercial banks.
Types of research

´Objectives perspective
´Explanatory research
´The primary purpose of explanatory research is to explain
why and how there is a relationship between two aspects of
a situation or phenomenon.
´How the home environment affects children’s level of
academic achievement?
Types of research

´Objectives perspective
´An exploratory research is undertaken with the
objective either to explore an area where little is
known or to investigate the possibilities of undertaking
a particular research study.
´When a study is carried out to determine its feasibility it is also called a
feasibility study or a pilot study.
´Exploratory studies are also conducted to develop, refine and/or test
measurement tools and procedures.
 Aim Main theme Type of research
To describe what is prevalent regarding: To describe what Descriptive
a group of people is prevalent research
a community
a phenomenon
a situation
a programme
an outcome

To establish or explore To ascertain if Correlational

a relationship there is a research
an association relationship
an interdependence
To explain: To explain why the Explanatory
why a relationship, association or interdependence exist relationship is research
why a particular even occurs formed
What type of research?

´ Why do some people use a product while others do not?

´ Attitude of students towards quality of teaching
´ Impact of technology on employment
´ Impact of an advertising campaign on sale of a product
´ How does technology create unemployment?
´ Sale of a product
Types of research
´ Mode of enquiry perspective
´ Quantitative research
´focus on quantitative (quantify) the variation of phenomena, things,
problems to determine the extent of changes
´use statistical procedures to analyze quantitative (numbered) data
´aim at The final written report has a set structure consisting of introduction,
literature and theory, methods, results, and discussion
´ Qualitative research
´focus on describing phenomena, things and problems to verify them without
quantifying them
´involves emerging questions and procedures, data typically collected in the
participant’s setting, data analysis inductively building from particulars to
general themes, and the researcher making interpretations of the meaning of
the data.
´use mainly variables measured on nominal or ordinal scales (qualitative
measurement scales).
´The final written report has a flexible structure
Example

´ The impact of non-performing loan on profitability of commercial

banks
´ The determinants of non-performing loan off commercial banks
´ Constructing a financial consulting model for individuals in rural
areas of Vietnam.
The research process
The research process

´ Phase I: deciding what to research

´Step I: formulating a research problem
´What you intend to research
´Most important step in the research process
´You must evaluate the research problem in the light of your
resources (knowledge, finance, time)
The research process

´ Phase II: planning a research study

´Step II: reviewing the literature
´Review available body of knowledge in your area of study
´An integral part of entire research process and make valuable
contribution to every operational step
The research process

´ Phase II: planning a research study

´Step III: the formulation of objectives
´Objectives are the goal you set out to attain in your study
´Its extremely important to word them clearly and specifically
The research process

´ Phase II: planning a research study

´Step IV: conceptualising a research design
´The main function of a research design is to explain how you will
find answers to your research questions.
´A research design should include the following: the study design
per se and the logistical arrangements that you propose to
undertake, the measurement procedures, the sampling strategy,
the frame of analysis and the time-frame.
´When selecting a research design it is important to ensure that it is
valid, workable and manageable
The research process

´ Phase II: planning a research study

´Step V: writing a research proposal
´A research proposal’s main function is to detail the operational
plan for obtaining answers to your research question.
´What you are proposing to do;
´How you plan to proceed;
´Why you selected the proposed strategy.
´It ensures – and reassures the readers of – the validity of the
methodology to obtain answers accurately and objectively.
The research process

´ Phase III: undertaking a research study

´Step VI: collecting data
´ Step VII: processing and displaying data
´ Step VIII: writing a research report
´The last and, for many, the most difficult step of the research
process
Ethical issues

´ Ethics: the concepts

´Ethics are norms or standards of behavior that guide moral
choices about our behavior and our relationships with others.
´The goal is to ensure that no one is harmed or suffers adverse
consequences from research activities.
´For researcher: it helps to protect you from legal consequences and
gives you peace of mind.
Ethical issues

´ Stakeholders
´The research participants or subjects
´The researcher
´The funding body
Ethical issues

´ Ethical issues to consider concerning research participants

´Collecting information
´Incentivize relevant participants
´Are the participants (providing information) hurt while
participating in the study?
´Be careful with sensitive information
´(in some cases) Confidentiality regarding the informant
Ethical issues

´ Ethical issues
´Researchers
´Collecting data
´Respect the site, and disrupt as little as possible
´Make sure that all participants receive the benefits
´Avoid deceiving participants
´Respect potential power imbalances
´Avoid exploitation of participants
´Avoid collecting harmful information
Ethical issues

´ Ethical issues
´Researchers
´Analyzing data
´Avoid going native
´Avoid disclosing only positive results
´Respect the privacy of participants
Ethical issues

´ Ethical issues
´ Researchers
´Reporting, sharing and storing data
´Falsifying authorship, evidence, data, findings, or conclusions.
´Do not plagiarize
´Avoid disclosing information that would harm participants
´Communicate in clear straightforward, appropriate language
´Share data with others
´Keep raw data and other materials (e.g., details of procedures,
instruments)
´Do not duplicate or piecemeal publications
´Complete proof of compliance with ethical issues and a lack of conflict of
interest
´Understand who owns the data
Ethical issues

´ Ethical issues regarding the sponsoring organization

´Restrictions imposed by the sponsoring organization
´The misuse of information