Chapter 1

Introduction to Research
Methodology

Kothari, C.R. (2004). Research Methodology: Methods and

Professor Dr. Afjal Hossain
Techniques, 2nd Revised Edition, New Age International
Chairman
Publishers, 4835/24, Ansari Road, Daryaganj, New Delhi-
Department of Marketing, PSTU
110002, available at www.newagepublishers.com 1
 What is Research?

“It ain’t the things we don’t know

that gets us in trouble. It’s the things
we know that ain’t so.”
Artemus Ward

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 Meaning of Research
• Literally, research (re-search) -“search again”
• The systematic method consisting of enunciating
the problem, formulating a hypothesis, collecting
the facts or data, analyzing the facts and reaching
certain conclusion either in the form of solutions
towards the concerned problem or in certain
generalizations for some theoretical formulation.
• Research information is neither intuitive nor
haphazardly gathered.
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 I don’t know
Information
if we
should
Reduces offer on-site
child care?
Uncertainty

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 Objectives of Research
• Find out truth which is hidden and which has not
been discovered yet
• Gain familiarity with a phenomenon or to achieve
new insights into it
• Portray accurately the characteristics of a
particular individual, situation or a group
• Determine the frequency with which something
occurs or with which it is associated with
something else
• Test a hypothesis of a casual relationship
between variables
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 Characteristics of Research
1. Empirical – research is based on direct experience or observation
by the researcher.
2. Logical – research is based on valid procedures and principles.
3. Cyclical – research starts with a problem and ends with a problem.
4. Analytical – research utilizes proven analytical procedures in
gathering data, whether historical, descriptive, experimental, and
case study.
5. Critical – research exhibits careful and precise judgment.
6. Methodical – research is conducted in a methodical manner
without bias using systematic method and procedures.
7. Replicability – research design and procedures are repeated to
enable the researcher to arrive at valid and conclusive results.

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 Role of Business Research
• Business research must be objective
• Detached and impersonal rather than biased
• It facilitates the managerial decision process
for all aspects of a business.

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 Scope of Business Research
• Business research is used to solve the various
operational and planning problems that arise in a
business organization.
• The three major forms of business research are-
1. Market research: Understanding marketing
environment.
2. Operations research: Use of mathematical, logical
and analytical methods to find optimal solutions.
3. Motivational research: Why employees, consumers
behave in a particular way?
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Ethical Issues in Business Research
• The goal of ethics in research is to ensure that no one in harmed or
suffers adverse consequences from research activities.
• Diener and Crandall (1978) into four main areas:
1. whether there is harm to participants (Breaking participants
confidentiality)
2. whether there is a lack of informed consent (Violating non-
disclosure agreement )
3. whether there is an invasion of privacy (Avoiding legal liability)
4. whether deception is involved (Exposing people or respondent
names and or whether there is plagiarism )
• Some other ethical considerations:
1. Data Management (Mis-representing results)
2. Copyright
3. Reciprocity and Trust
4. Affiliation and Conflicts of Interest

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Qualities of a Researcher
• Research Oriented
• Efficient
• Scientific
• Effective
• Active
• Resourceful
• Creative
• Honest
• Economical
• Religious

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 Types of Research
• Descriptive vs. Analytical
• Applied vs. Fundamental
• Quantitative vs. Qualitative
• Conceptual vs. Empirical
• One-time research / longitudinal
• Field-setting research/laboratory/simulation
• Clinical / Diagnostic
• Historical
• Conclusion oriented
• Decision oriented

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 Descriptive vs. Analytical
Descriptive Research Analytical Research

• Surveys & fact-finding • Has to use facts /

enquiries information already
• Description of state of available
affairs as it exists at present • Analyze these to make
• Ex post facto research – critical evaluation of
social science & business material
research
• Has no control over
variables
• Can only report what has
happened or what is
happening

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 Fundamental vs. Applied
Fundamental Research Applied Research

• Generalization • Finding a solution for an

• Formulation of a theory
• Gaining knowledge for
knowledge’s sake is
‘pure’ or ‘basic' research
• Finding information
• E.g. with view to make
generalization about
human behavior
immediate problem / for
pressing practical
problem
• Society / industrial /
business organization
• Aimed at certain
conclusions
• Marketing research /
evaluation research

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 Quantitative vs. Qualitative
Quantitative Research Qualitative Research

• Based on measurement • Concerned with qualitative

of quantity or amount phenomenon
• Motivation research – an
• Expressed in terms of important type
• E.g. how people feel or
quantity
what they think about a
particular subject or
• Inferential, experimental institution
or simulation are the • To discover underlying
examples of quantitative motives
approaches • Seek guidance

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 Conceptual vs. Empirical
Conceptual Research Empirical Research

• Related to abstract ideas • Data-based research

/ theory • Relies on experience /
• To develop new concepts observation alone
/ reinterpret existing • Verified by observation /
experiment
ones
• Works to get enough facts
• That is verified by
to prove / disprove
empirical research hypothesis
• Evidence gathered by this
is most powerful support
possible for a given
hypothesis

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 Some other types of Research
• Cross-sectional research/1 time
-Research is confined to a single time-period
• Longitudinal research/ 1 more times
-Carried over several-time periods
• Field-setting/laboratory/simulation
-Depends upon the environment

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Some other types of Research (cont’d)
• Clinical research
-case-study method
• Diagnostic research
-In depth approaches to reach basic casual relations
• Historical research
-Utilizes historical sources like documents, remains,
etc.

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 Motivation in Research
• Research degree along with its consequential
benefits
• Face the challenge in solving the unsolved
problem
• Get intellectual joy of doing some creative
work
• Service to society
• Get respectability
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 Managerial Value of Researches
• product-oriented:
A product-oriented firm prioritizes decision making in a
way that emphasizes technical superiority in the product
• production-oriented:
Production orientation means that the firm prioritizes
efficiency and effectiveness of the production processes
in making decisions
• marketing-oriented:
Marketing orientation focuses more on how the firm
provides value to customers than on the physical
product or production process

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 Social Research and Its Importance
• Social Research is a method used by social scientists and researchers to learn about people
and societies so that they can design products/services that cater to various needs of the
people.
• The importance of social research are-
– Source of Knowledge. It paves out the way of ignorance and gives new direction in a social life.
– Research in Informative. It provides updated, proved, authentic and very useful information to the
end users.
– Social Cohesion and Unity. Social unity in a problematic area b/w two groups or castes is only
possible due to social research.
– Social Planning and Solution of Social Problems. Social growth can possible only when problems are
solved.
– Structural Changes. Social research can bring social and cultural change in a social situation which is
the outcome of social research.
– Social Welfare. Social evils can be removed from society due to research.
– Social Prediction. Social research helps in making laws and the relation between social laws and their
factors.
– Social Control. For smooth running of society, social research may apply to a society for bringing
social order and control.
– New Techniques. Social Research introduces new techniques and improves the old ones. It also
modifies the existing tools of research. It gives us the methods of knowing new ways for using our
research procedure.
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Research Process

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Any Question?

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