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UNIT1 -MC4151- Research Methodology&IPR

Research methodology and ipr (Anna University)

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UNIT I RESEARCH DESIGN:

Overview of research process and design, Use of Secondary and exploratory data to answer
the research question, Qualitative research, Observation studies, Experiments and Surveys.

Overview of research process and design

-Research is to see what everybody else has seen and to think what nobody else has thought.
-To add a new data with already available data’s.
10 Steps in Research Process
Research process contains a series of closely related activities which has to carry out by a
researcher. There is no measure that shows your research is the best. It is an art rather than a
science.

Following are the main steps in social or business research process.

1. Selection of Research Problem

2. Extensive Literature Survey
3. Making Hypothesis
4. Preparing the Research Design
5. Sampling
6. Data collection
7. Data Analysis
8. Hypothesis Testing
9. Generalization and Interpretation
10. Preparation of Report

1.Selection of Research Problem

The selection of topic for research is a difficult job. When we select a title or research
statement, then other activities would be easy to perform. So, for the understanding
thoroughly the problem it must have to discuss with colleagues, friend, experts and teachers.
The research topic or problem should be practical, relatively important, feasible, ethically and
politically acceptable.

2.Literature Review or Extensive Literature Survey

After the selection of research problem, the second step is that of literature mostly connected
with the topics. The availability of the literature may bring ease in the research. For this
purpose academic journals, conference and govt. reports and library must be studied.

3.Making Hypothesis
The development of hypothesis is a technical work depends on the researcher experience. The
hypothesis is to draw the positive & negative cause and effect aspects of a problem.
Hypothesis narrows down the area of a research and keep a researcher on the right path.

4.Preparing the Research Design

After the formulation of the problem and creating hypothesis for it, research Design is to
prepare by the researcher. It may draw the conceptual structure of the problem. Any type of
research design may be made, depend on the nature and purpose of the study. During

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Research Design the information about sources, skill, time and finance is taken into
consideration.

5.Sampling
The researcher must design a sample. It is a plan for taking its respondents from a specific
areas or universe. The sample may be of two types:

1. Probability Sampling-Selection of subset from various sources.

Example: The process of picking the data in a random way. For example to pick the
population information of india from the entire world.
2. Non-probability Sampling-picking the population details of Tamilnadu from India.
Non-Probability sampling is very fast,easy and inexpensive.
6.Data collection
Data collection is the most important work for researcher. The collection of information must
be containing on facts which is from the following two types of researcher.

Primary Data Collection: Primary data may be from the following.

1. Experiment: Is a study that strictly adheres to a scientific research design. It
includes a hypothesis research design. It includes a hypothesis, a variable that can
be manipulated by the researcher and variables that can be measured, calculated
and compared. When you use your senses to observe the results like sight, smell,
touch, taste and hear.)
2. Questionnaire: Ask questions among a group of people
3. Observation: Collecting data without asking questions.
4. Interview: It uses the qualitative research techniques which involves asking open
ended questions either physically(in person) or virtually(using phone calls ,email,
application based calls like facebook, whatsapp etc

Secondary data collection: it has the following categories:

1. Review of literature
2. Official and non-official reports
3. Library approach

7.Data Analysis
When data is collected, it is forwarded for analysis which is the most technical job. Data
analysis may be divided into two main categories.

Data Processing: it is sub-divided into the following.

Data editing, Data coding, Data classification, Data tabulation, Data presentation, Data
measurement

Data Exposition: Date Exposition has the following sub-categories.

Description, Explanation, Narration, Conclusion/Findings, Recommendations/Suggestions

8.Hypothesis Testing
Research data is then forwarded to test the hypothesis. Do the hypothesis are related to the
facts or not? To find the answer the process of testing hypothesis is undertaken which may
result in accepting or rejecting the hypothesis.

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9.Generalization and Interpretation

The acceptable hypothesis is possible for researcher to arrival at the process of generalization
or to make & theory. Some types of research has no hypothesis for which researcher depends
upon on theory which is known as interpretation.

10.Preparation of Report
A researcher should prepare a report for which he/she has done for their works.

They must keep in their mind the following points:

1.Report Design in Primary Stages

The report should carry a title, brief introduction of the problem and background followed by
acknowledgement. There should be a table of contents, graphs and charts.

2.Main Text of the Report

It should contain objectives, hypothesis, explanations and methodology of the research. It
must be divided into chapters and every chapter explains separate title in which summary of
the findings should be enlisted. The last section would be clearly of conclusions to show the
main theme of the Research study.

3.Closing the Report

After the preparation of report, the last step in business research process contains of
bibliography, references, appendices, index and maps or charts for illustration. For this
purpose the information should more clearer.

RESEARCH DESIGN
Research design is a plan to answer for your research question. A research plan or approach
is a framework or blueprint for conducting a research project A research method is a strategy
used to implement that plan. Research design and methods are different but closely related,
because good research design ensures that the data you obtain will help you answer for your
research question more effectively.

Step 1 – Locating and Defining Issues or Problems

This step focuses on uncovering the nature and boundaries of a situation or question that
needs to be answered or studied. In defining the issues or problems, the researcher should
take into account the purpose of the study, the relevant background information, what
information is needed, and how it will be used in decision-making.

Step 2 – Designing the Research Project

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This step is focused on creating a research plan or overall approach to how you are going to
solve the issue or problem identified. A research plan or approach is a framework or
blueprint for conducting a research project. It details the procedures necessary for obtaining
the required information, and its purpose is to design a study that will test the hypotheses of
interest, determine possible answers to the research questions, and provide the information
needed for decision-making.

The research design involves the following steps:

 Step 1: Conduct secondary data analysis

 Step 2: Do qualitative research
 Step 3: Determine methods of collecting quantitative data (survey, observation, and
experimentation)
 Step 4: Determine the definition of the information needed
 Step 5: Determine measurement and scaling procedures
 Step 6: Design a questionnaire
 Step 7: Sampling process and sample size
 Step 8: Plan of data analysis

Step 3 – Collecting Data

This step revolved around obtaining the information that you will need to solve the issue or
problem identified. Data collection can involve experiments, observations, personal
interviewing (in-home, mall intercept, or computer-assisted personal interviewing), from an
office by telephone (telephone or computer-assisted telephone interviewing), or through the
mail (traditional mail and mail panel surveys with recruited households).

Data collection techniques can include:

 Interviews: Asking questions with people about their known /unknown information
 Observations: collecting data without asking questions.
 Questionnaires: Ask questions among a group of people
 Focus Groups: Interviewing and observing a group of people
 Documents and Records: old fashion research like gathering the information via
articles, journals, books, news papers, events etc.
Step 4 – Interpreting Research Data

This step is focused on interpreting and examining the research data and coming up with a
conclusion that solves the problem. Make sure the conclusion is easy to understand and well
thought out based on the data collected.

Analysis Steps

 Step A: Review your research plan

 Step B: Organize your finding and the information you have collected from Step 3.
 Step C: Create a rough draft of your finding, recommendations, and conclusion. The
rough draft will help you get your thoughts organized.
 Step D: Polish the rough draft into your final research finding. You will most likely

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 revise the draft many times before the final product is ready for Step 5.

Step 5 – Report Research Findings

The final step is to report the research findings to those who need the data to make decisions.
The findings should be presented in a comprehensible format so that they can be readily used
in the decision-making process. In addition, an oral presentation should be made to
management using tables, figures, and graphs to enhance clarity and impact.

Research Reporting Formats:

 Formal Paper
 Published Article
 PowerPoint Presentation
 Audio or Video
 Spreadsheet

What Are the Main Elements of Research Design?

Research is a systematic investigation of discovering new knowledge or contributing to

generalized knowledge. It follows a unique structure that is prescribed in the research design.
So, to yield success from research, it is imperative to include elements that help solve the
problem quickly. Here are some of the elements of good research design that incite great
results:

 Purpose statement
 Data collection methods
 Techniques of research data analysis
 Types of research methodologies
 Challenges of the research
 Prerequisites required for research study
 The right time for the research study
 Measurement of analysis

What Are the Characteristics of Research Design

1.Reliability
Different types of research are conducted regularly. In such research, the researcher expects
the research design to formulate questions that evoke similar results every time. And a good
research design is reliable to satiate the researcher’s needs to generate the same results every
time.

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2.Validity
There are many ways to measure the results of research. However, with the help of a good
research design, a researcher can select the right measuring tools that help in gauging the
research results and align them with the research objectives to measure its success or failure.
Therefore, the research design’s measuring tools must be valid and reliable enough to
generate favourable results.

3.Generalized
A good research design draws an outcome that can be applied to a large set of people and is
not limited to sample size or the research group. The more applicable the research results are,
the more the chances of it being accurate. Therefore, a good research design helps prove the
research’s relevance and accuracy.

4.Neutrality
At the start of every research, a researcher needs to make some assumptions that will be
tested throughout the research. A proper research design ensures that the assumptions are free
of bias and neutral. Furthermore, the data collected throughout the research is based on the
assumptions made at the beginning of the research.

5.What Are the Different Types of Research Design?

A researcher must be well-versed in different types of research design. Moreover, a clear

understanding of different research design types helps choose the right technique that incites
favourable outcomes. Research design is broadly divided into quantitative and qualitative
research design.

Quantitative research design

Quantitative research design aims at finding answers to who, what, where, how, and when
through the course of research. Moreover, the outcome of the quantitative research is easy to
represent in the form of statistics, graphs, charts, and numbers.

Qualitative research design

Qualitative research design aims at answering the how and why. It uses open-ended questions
and helps the subjects express their views clearly. Qualitative research is ideal for businesses
that aim to understand customers’ behaviour and requirements.

Sometimes qualitative research must be undertaken to gain a qualitative understanding of the

problem and its underlying factors. Qualitative research is unstructured, exploratory in nature,
based on small samples, and may utilize popular qualitative techniques such as focus groups
(group interviews), word association (asking respondents to indicate their first responses to
stimulus words), and depth interviews (one-on-one interviews which probe the respondents’
thoughts in detail).

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Five Common Types of Research Design

1.Experimental design
The experimental design aims to look at a problem scientifically; that’s why it tries to
establish a clear cause and effect of any event occurring in the research. Moreover, the
research design tries to understand the impact of the independent variable on the dependable
variable. As a result, this research is used to solve issues that try to analyze independent
variables and their effect on dependable variables or vice-versa.

2.Correlational design
Correlation research design establishes a relationship between two related variables. Over
time, the researcher observes the variables and then draws conclusions based on them. As a
result, this type of research design requires two types of variables to function to draw
favourable results.

3.Descriptive design
Descriptive research design is a hypothesis-based method that defines the primary subject
matter of the research and tries to analyze it using different assumptions and techniques. This
type of research design uses data collection techniques like natural observation, case studies,
and surveys to derive results.

4.Diagnostic design
Diagnostic research design examines the elements posing challenges to businesses and
customers. The methodology strives to explore the reason behind an issue and find solutions
to solve it. Furthermore, this research design tries to solve issues in a structured form that
follows three phases- inception, diagnostic, and solution.

5.Explanatory design
In this research design, the researcher explores innovative business concepts and ideas with
the help of different scientific tools and techniques. This research design is ideal for a
business’s research and development department because it offers innovative and creative -
ideas to solve a business problem.

II TOPIC USE OF SECONDARY AND EXPLORATORY DATA TO ANSWER THE

RESEARCH QUESTION,

Secondary research methods

Secondary research is gathering information from previously published in primary research.

In such a research you gather information from sources likes case studies, magazines,
newspapers, books, etc.

 Online research: In today’s world, this is one of the fastest way to gather information on
any topic. A lot of data is readily available on the internet and the researcher can download
it whenever they needs it. An important aspect to be noted for such a research is the
genuineness and authenticity of the source websites that the researcher is gathering the
information from.

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For example: A researcher needs to find out what is the percentage of people that prefer a
specific brand phone. The researcher just enters the information he needs in a search engine

 Literature research: Literature research is one of the most inexpensive method used
for discovering a hypothesis. There is tremendous amount of information available in
libraries, online sources, or even commercial databases. Sources can include
newspapers, magazines, books from library, documents from government agencies,
specific topic related articles, literature, Annual reports, published statistics from
research organizations and so on.

 Case study research: Case study research can help a researcher with finding more
information through carefully analyzing existing cases which have gone through a
similar problem. Such analysis are very important and critical especially in today’s
business world. The researcher just needs to make sure he analyses the case carefully
in regards to all the variables present in the previous case against his own case. It is
very commonly used by business organizations or social sciences sector or even in
the health sector.

For example: A particular orthopedic surgeon has the highest success rate for performing
knee surgeries. A lot of other hospitals or doctors have taken up this case to understand and
benchmark the method in which this surgeon does the procedure to increase their success
rate.

Exploratory research
Exploratory research is defined as a research used to investigate a problem which is not
clearly defined. It is conducted to have a better understanding of the existing problem, but
will not provide conclusive results. For such a research, a researcher starts with a general idea
and uses this research as a medium to identify issues, that can be the focus for future
research. An important aspect here is that the researcher should be willing to change his/her
direction subject to the revelation of new data or insight. Such a research is usually carried
out when the problem is at a preliminary stage. It is often referred to as grounded theory
approach or interpretive research as it used to answer questions like what, why and how.

For example: Consider a scenario where a juice bar owner feels that increasing the variety of
juices will enable increase in customers, however he is not sure and needs more information.
The owner intends to carry out an exploratory research to find out and hence decides to do an
exploratory research to find out if expanding their juices selection will enable him to get
more customers of if there is a better idea.

Types and methodologies of Exploratory research

While it may sound a little difficult to research something that has very little information
about it, there are several methods which can help a researcher figure out the best research
design, data collection methods and choice of subjects. There are two ways in which research
can be conducted namely primary and secondary.. Under these two types, there are multiple
methods which can used by a researcher. The data gathered from these research can

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be qualitative or quantitative. Some of the most widely used research designs include the
following:

Primary research methods

Primary research is information gathered directly from the subject. It can be through a group
of people or even an individual. Such a research can be carried out directly by the researcher
himself or can employ a third party to conduct it on their behalf. Primary research is
specifically carried out to explore a certain problem which requires an in-depth study.

 Surveys/polls: Surveys/polls are used to gather information from a predefined group of

respondents. It is one of the most important quantitative method. Various types of surveys
or polls can be used to explore opinions, trends, etc. With the advancement in technology,
surveys can now be sent online and can be very easy to access. For instance, use of
a survey app through tablets, laptops or even mobile phones. This information is also
available to the researcher in real time as well. Nowadays, most organizations offer short
length surveys and rewards to respondents, in order to achieve higher response rates.
For example: A survey is sent to a given set of audience to understand their opinions about
the size of mobile phones when they purchase one. Based on such information organization
can dig deeper into the topic and make business related decision.

 Interviews: While you may get a lot of information from public sources, but sometimes an
in person interview can give in-depth information on the subject being studied. Such a
research is a qualitative research method. An interview with a subject matter expert can
give you meaningful insights that a generalized public source won’t be able to provide.
Interviews are carried out in person or on telephone which have open-ended questions to
get meaningful information about the topic.
For example: An interview with an employee can give you more insights to find out the
degree of job satisfaction, or an interview with a subject matter expert of quantum theory can
give you in-depth information on that topic.

 Focus groups: Focus group is yet another widely used method in exploratory research. In
such a method a group of people is chosen and are allowed to express their insights on the
topic that is being studied. Although, it is important to make sure that while choosing the
individuals in a focus group they should have a common background and have comparable
experiences.
For example: A focus group helps a research identify the opinions of consumers if they were
to buy a phone. Such a research can help the researcher understand what the consumer value
while buying a phone. It may be screen size, brand value or even the dimensions. Based on
which the organization can understand what are consumer buying attitudes, consumer
opinions, etc.

 Observations: Observation research can be qualitative observation or quantitative

observation. Such a research is done to observe a person and draw the finding from their
reaction to certain parameters. In such a research, there is no direct interaction with the
subject.

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For example: An FMCG company wants to know how it’s consumer react to the new shape
of their product. The researcher observes the customers first reaction and collects the data,
which is then used to draw inferences from the collective information.

Exploratory research: Steps to conduct a research

 Identify the problem: A researcher identifies the subject of research and the problem is
addressed by carrying out multiple methods to answer the questions.
 Create the hypothesis: When the researcher has found out that there are no prior studies
and the problem is not precisely resolved, the researcher will create a hypothesis based on
the questions obtained while identifying the problem.
 Further research: Once the data has been obtained, the researcher will continue his study
through descriptive investigation. Qualitative methods are used to further study the subject
in detail and find out if the information is true or not.

Characteristics of Exploratory research

 They are not structured studies

 It is usually low cost, interactive and open ended.
 It will enable a researcher answer questions like what is the problem? What is the purpose
of the study? And what topics could be studied?
 To carry out exploratory research, generally there is no prior research done or the existing
ones do not answer the problem precisely enough.
 It is a time consuming research and it needs patience and has risks associated with it.
 The researcher will have to go through all the information available for the particular study
he is doing.
 There are no set of rules to carry out the research per se, as they are flexible, broad and
scattered.
 The research needs to have importance or value. If the problem is not important in the
industry the research carried out is ineffective.
 The research should also have a few theories which can support its findings as that will
make it easier for the researcher to assess it and move ahead in his study
 Such a research usually produces qualitative data, however in certain cases quantitative
data can be generalized for a larger sample through use of surveys and experiments.

Advantages of Exploratory research

 The researcher has a lot of flexibility and can adapt to changes as the research progresses.
 It is usually low cost.
 It helps lay the foundation of a research, which can lead to further research.
 It enables the researcher understand at an early stage, if the topic is worth investing the
time and resources and if it is worth pursuing.
 It can assist other researchers to find out possible causes for the problem, which can be
further studied in detail to find out, which of them is the most likely cause for the problem.

Disadvantages of Exploratory research

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 Even though it can point you in the right direction towards what is the answer, it is usually
inconclusive.
 The main disadvantage of exploratory research is that they provide qualitative data.
Interpretation of such information can be judgmental and biased.
 Most of the times, exploratory research involves a smaller sample, hence the results cannot
be accurately interpreted for a generalized population.
 Many a times, if the data is being collected through secondary research, then there is a
chance of that data being old and is not updated.

Importance of Exploratory research

Exploratory research is carried out when a topic needs to be understood in depth, especially if
it hasn’t been done before. The goal of such a research is to explore the problem and around
it and not actually derive a conclusion from it. Such kind of research will enable a researcher
to set a strong foundation for exploring his ideas, choosing the right research design and
finding variables that actually are important for the analysis. Most importantly, such a
research can help organizations or researchers save up a lot of time and resources, as it will
enable the researcher to know if it worth pursuing.

Qualitative Research :Methods – Objectives, Characteristics and Strategies

Qualitative Research Methods – Qualitative research is a research method to explore and
understand the meaning that some individuals or groups of people think come from social or
human problems (Creswell, 2013). The final report of a qualitative study has a flexible
structure or framework. The perspective used in this study is inductive style, focuses on
individual meanings, and translates the complexity of a problem.

Qualitative research begins in the field which is based on natural environments, not theory.
The data and information that have been obtained from the field are taken for the meaning
and concept, presented in descriptive analytic and generally without using numbers, because
they prioritize the processes that occur in the field.

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Qualitative research objectives

In general, this type of research includes information about the main phenomenon that is
being explored in a study, research participants, and the location of a study. Qualitative
research can also state the research design chosen.

In the world of education, qualitative research has the objective of describing the process of
educational activities based on what is in the field as study material to find shortcomings and
weaknesses so that efforts can be determined to improve them; analyzing a symptom, facts,
and educational events in the field; compile a hypothesis related to the concepts and
principles of education based on information and data that occur in the field.

Qualitative Research Characteristics

The following are some of the characteristics of qualitative research:

1. Natural environment (natural setting). Qualitative researchers collect field data at the
locations where participants experience the problem or issue to be studied. Qualitative
researchers do not change the environmental settings and activities of the participants.
Information is gathered by talking directly to people and seeing them act directly in a natural
context.

2. Researcher as a key instrument (researcher as key instrument). Qualitative researchers

generally collect their own research data through participant observation, documentation, or
direct interviews with participants. These researchers generally do not use instruments or
questionnaires made by other researchers, because they are the only key to the study.

3. Multiple sources of data. Qualitative researchers generally choose to collect the required
data from various sources such as interviews, documentation, and observations, rather than
relying only on one source data.

4. Inductive data analysis. Qualitative researchers build categories, patterns and themes from
the ground up (inductive) or from separate data into a complete conclusion.

5. The meaning of the participants (participant’s meaning). In the entire research process,
the researcher must focus on studying the meaning obtained from the participants about the
issue or research problem, not the meaning conveyed by other authors or researchers in
certain literatures.

6. Design that develops (emergent design). Qualitative researchers argue that qualitative
research is always evolving and dynamic. This can mean that the initial plan is not a standard
that must be adhered to, all stages of research may change after the researcher goes into the
field and collects data. Provided that these changes are still in line in achieving the research
objectives, namely obtaining information about the problem or research issue.

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7. Theoretical perspective (theoritical lens). Qualitative researchers often use certain

perspectives in conducting research such as ethnography, cultural concepts, gender
differences, race and others.

8. Interpretive. Qualitative researchers make an interpretation of what they see, hear and
what they understand. Usually there are differences in interpretation between researchers and
readers and participants, so it appears that qualitative research offers different views on a
content or problem.

9. A holistic account. Qualitative researchers usually try to make a complex picture of a

research issue or problem. Researchers describe the perspectives and factors associated with
the problem as a whole.

Qualitative research strategies

The following are the strategies in qualitative research:

1. Ethnography
• Ethnography is a branch of anthropology to analyze the culture of a nation or society in its
natural environment over a long period of time in collecting main data, observational data
and interviews.

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• The purpose of the analysis is to understand a view of life from the perspective of the
indigenous people.
• This research was conducted with observation, long enough observations of a group, tribe /
community, to find the meaning of each behavior, the language of interaction / something
related to the community itself.

2. Case studies
• Researchers carefully investigate a program, event, activity, process, or group of
individuals.
• Cases are limited by time and activity, and researchers collect complete information using
time-based procedures.

3. Phenomenology
• Researchers identify the nature of human experience about a particular phenomenon.
• Understanding the experience of human life makes phenomenological philosophy a research
method whose procedures require the researcher to study a number of subjects with a
relatively long and direct involvement in it to develop patterns and meaning relations.

4. Grounded Theory
• Researchers produce a general and abstract theory of a particular action, process, or
interaction that comes from the views of participants.
• Researchers must go through a number of stages of data collection and filtering categories
for the information that has been obtained.
• It has main characteristics, namely: (1) constant comparison between data and emerging
categories and (2) theoretical sampling of different groups to maximize information similarity
and difference.

5. Narrative
• Researchers investigate the lives of individuals and ask a person or group of individuals to
tell their life.
• This information is retold by the researcher in a narrative chronology.
• In the final stage of the research, the researcher must combine with a narrative style his
views on the participant’s life with the views held by the researcher himself.

Data collection strategy

The following are strategies that need to be carried out in qualitative research:

1. Qualitative observation
Qualitative observation is an observation in which the researcher goes directly to the field to
observe participant behavior and activities at the research location. In this observation, the
researcher can record and record both structured and unstructured notes. Usually researchers
are involved in a variety of roles, it can be as a complete participant or non-participant.

2. Qualitative interview
In qualitative interviews, qualitative researchers can interview face-to-face or face to face
with participants, by telephone, or can also be involved in focus group interviews or group

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interviews. The questions are unstructured and open questions for the purpose of capturing
the opinions and views of participants on a particular issue.

3. Quality documents
Qualitative documents can be public documents such as newspapers, magazines or papers or
in the form of personal documents such as diaries, diaries and e-mails.

4. Audio and visual material

This data can be in the form of recordings of both sound and images and printed results such
as pictures, photographs and paintings.

Qualitative Data
Qualitative data is a set of information which can not be measured using numbers. It
generally consist of words, subjective narratives. Result of an qualitative data analysis can
come in form of highlighting key words, extracting information and concepts elaboration. For
example, a study on parents perception about the current education system for their kids. The
resulted information collected from them might be in narrative form and you need to deduce
the analysis that they are satisfied, un-satisfied or need improvement in certain areas and so
on.
Strengh
 Better understanding - Qualitative data gives a better understanding of the
perspectives and needs of participants.
 Provides Explaination - Qualitative data along with quantitative data can explain the
result of the survey and can measure the correction of the quantitative data.
 Better Identification of behavior patterns - Qualitative data can provide detailed
information which can prove itself useful in identification of behaviorial patterns.
Weakness
 Lesser reachability - Being subjective in nature, small population is generally
covered to represent the large population.
 Time Consuming - Qualitative data is time consuming as large data is to be
understood.
 Possiblity of Bias - Being subjective analysis; evaluator bias is quite feasible.

Quantitative Data
Quantitative data is a set of numbers collected from a group of people and involves statistical
analysis.For example if you conduct a satisfaction survey from participants and ask them to
rate their experience on a scale of 1 to 5. You can collect the ratings and being numerical in
nature, you will use statistical techniques to draw conclusions about participants satisfaction.
Strengths:
 Specific Quantitative data is clear and specific to the survey conducted.
 High ReliabilityIf collected properly, quantitative data is normally accurate and
hence highly reliable.
 Easy communicationQuantitative data is easy to communicate and elaborate using
charts, graphs etc.
 Existing supportMany large datasets may be already present that can be analyzed to
check the relevance of the survey.
Weakness:

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 Limited Options - Respondents are required to choose from limited options.

 High Complexity - Qualitative data may need complex procedures to get correct
sample.
 Require Expertise - Analysis of qualitative data requires certain expertise in
statistical analysis.

Case study research is a qualitative research method that is used to examine contemporary
real-life situations and apply the findings of the case to the problem under study. Case studies
involve a detailed contextual analysis of a limited number of events or conditions and their
relationships. It provides the basis for the application of ideas and extension of methods. It
helps a researcher to understand a complex issue or object and add strength to what is already
known through previous research.
STEPS OF CASE STUDY METHOD
In order to ensure objectivity and clarity, a researcher should adopt a methodical approach to
case studies research. The following steps can be followed:
1. Identify and define the research questions - The researcher starts with establishing
the focus of the study by identifying the research object and the problem surrounding
it. The research object would be a person, a program, an event or an entity.
2. Select the cases - In this step the researcher decides on the number of cases to choose
(single or multiple), the type of cases to choose (unique or typical) and the approach
to collect, store and analyze the data. This is the design phase of the case study
method.
3. Collect the data - The researcher now collects the data with the objective of
gathering multiple sources of evidence with reference to the problem under study.
This evidence is stored comprehensively and systematically in a format that can be
referenced and sorted easily so that converging lines of inquiry and patterns can be
uncovered.
4. Evaluate and analyze the data - In this step the researcher makes use of varied
methods to analyze qualitative as well as quantitative data. The data is categorized,
tabulated and cross checked to address the initial propositions or purpose of the study.
Graphic techniques like placing information into arrays, creating matrices of
categories, creating flow charts etc. are used to help the investigators to approach the
data from different ways and thus avoid making premature conclusions. Multiple
investigators may also be used to examine the data so that a wide variety of insights to
the available data can be developed.
5. Presentation of Results - The results are presented in a manner that allows the reader
to evaluate the findings in the light of the evidence presented in the report. The results
are corroborated with sufficient evidence showing that all aspects of the problem have
been adequately explored. The newer insights gained and the conflicting propositions
that have emerged are suitably highlighted in the report.

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Experiments and surveys

Experimental research is a study that strictly adheres to a scientific

research design. It includes a hypothesis, a variable that can be
manipulated by the researcher, and variables that can be measured,
calculated and compared. Most importantly, experimental research is
completed in a controlled environment.
An experiment is a procedure carried out to support a hypothesis, or determine the efficacy
or likelihood of something previously untried. Experiments provide insight into cause-and-
effect by demonstrating what outcome occurs when a particular factor is manipulated.

Design of Experiments (DOEs) refers to a structured, planned method,

which is used to find the relationship between different factors (let's say, X
variables) that affect a project and the different outcomes of a project (let's
say, Y variables).
The method was coined by Sir Ronald A. Fisher in the 1920s and 1930s.
Ten to twenty experiments are designed where the applicable factors
varied methodically. The results of the experiments are then analyzed to
classify optimal conditions to find the factors that have the most influence
on the results as well as those that do not and to identify interfaces and
synergies among the factors.
DOEs are mainly used in the research and development department of an
organization where majority of resources goes towards optimization
problems.
In order to minimize optimization problems, it is important to keep costs low
by conducting few experiments. Design of Experiments is useful in this
case, as it only necessitates a small number of experiments, thereby
helping to reduce costs.

Fundamental Concepts of DoE

In order to use Design of Experiments successfully, it is important to
adhere to eight fundamental concepts.
Once the following eight steps are sequentially followed, you will be able to
receive a successful outcome from Design of Experiments.
What is an example of observational data?

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Observational data can vary quite a bit; it can be anything from responses to a survey to a
non-verbal reaction. Examples include behavioural response patterns, journal logs, or even a
record of bank transactions.
What does observational study mean?
An observational study is a statistical study that does not have any treatment or intervention
done by the researchers. Observational studies are in contrast to experimental studies, which
have researchers provide some intervention to study participants.
What is the purpose of an observational study?
Observational studies are usually meant to gather information about a specific event,
outcome, or population. These studies are often more exploratory and can lead researchers to
conduct a more robust experimental study.
What Is an Observational Study?
An observational study is used to answer a research question based purely on what the
researcher observes. There is no interference or manipulation of the research subjects

These studies are often qualitative in nature and can be used for
both exploratory and explanatory research purposes. Observational studies are generally used
in hard science, medical, and social science fields. This is often due to ethical or practical
concerns that prevent the researcher from conducting a traditional experiment.

Types of observation
There are many types of observation, and it can be challenging to tell the difference between
them. Here are some of the most common types to help you choose the best one for your
observational study.

Type Definition Example

Naturalistic The researcher observes how the participants Observing monkeys in a zoo
observation respond to their environment in “real-life” enclosure
settings but does not influence their behavior
in any way

Participant Also occurs in “real-life” settings, but here, Spending a few months in a
observation the researcher immerses themselves in the hospital with patients
participant group over a period of time suffering from a particular
illness

Systematic Utilizing coding and a strict observational Counting the number of times
observation schedule, researchers observe participants in children laugh in a classroom
order to count how often a particular

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phenomenon occurs

Covert Hinges on the fact that the participants do not Observing interactions in
observation know they are being observed public spaces, like bus rides
or parks

Quantitative Involves counting or numerical data Observations related to age,

observation weight, or height

Qualitative Involves “five senses”: sight, sound, smell, Observations related to

observation taste, or hearing colors, sounds, or music

Case study Investigates a person or group of people over Observing a child or group of
time, with the idea that close investigation can children over the course of
later be generalized to other people or groups their time in elementary
school

Archival Utilizes primary sources from libraries, Analyzing US Census data or

research archives, or other repositories to investigate a telephone records
research question

Types of observational studies

There are three main types of observational studies: cohort studies, case–control studies, and
cross-sectional studies.

Cohort studies

Cohort studies are more longitudinal in nature, as they follow a group of participants over a
period of time. Members of the cohort are selected because of a shared characteristic, such as
smoking, and they are often observed over a period of years.

Case–control studies

Case–control studies bring together two groups, a case study group and a control group. The
case study group has a particular attribute while the control group does not. The two groups
are then compared, to see if the case group exhibits a particular characteristic more than the
control group.

For example, if you compared smokers (the case study group) with non-smokers (the control
group), you could observe whether the smokers had more instances of lung disease than the
non-smokers.

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Note: In case–control studies, the case study group is chosen because they already
possess the attribute of interest—in this case, smoking.

Cross-sectional studies

Cross-sectional studies analyze a population of study at a specific point in time.

This often involves narrowing previously collected data to one point in time to test the
prevalence of a theory—for example, analyzing how many people were diagnosed with lung
disease in March of a given year. It can also be a one-time observation, such as spending one
day in the lung disease wing of a hospital.

Advantages and disadvantages of observational studies

Advantages

 Observational studies can provide information about difficult-to-analyze topics in a

low-cost, efficient manner.
 They allow you to study subjects that cannot be randomized safely, efficiently,
or ethically.
 They are often quite straightforward to conduct, since you just observe participant
behavior as it happens or utilize preexisting data.
 They’re often invaluable in informing later, larger-scale clinical trials or experiments.

Disadvantages

 Observational studies struggle to stand on their own as a reliable research method.

There is a high risk of observer bias and undetected confounding variables.
 They lack conclusive results, typically are not externally valid or generalizable, and
can usually only form a basis for further research.
 They cannot make statements about the safety or efficacy of the intervention or
treatment they study, only observe reactions to it. Therefore, they offer less satisfying
results than other methods.

Observational study vs. experiment

The key difference between observational studies and experiments is that a properly
conducted observational study will never attempt to influence responses, while experimental
designs by definition have some sort of treatment condition applied to a portion of
participants.

However, there may be times when it’s impossible, dangerous, or impractical to influence the
behavior of your participants. This can be the case in medical studies, where it is unethical or
cruel to withhold potentially life-saving intervention, or in longitudinal analyses where you
don’t have the ability to follow your group over the course of their lifetime.

An observational study may be the right fit for your research if random assignment of
participants to control and treatment groups is impossible or highly difficult. However, the
issues observational studies raise in terms of validity, confounding variables, and
conclusiveness can mean that an experiment is more reliable.

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If you’re able to randomize your participants safely and your research question is
definitely causal in nature, consider using an experiment.

An observational study is a great choice for you if your research question is based purely on
observations. If there are ethical, logistical, or practical concerns that prevent you from
conducting a traditional experiment, an observational study may be a good choice. In an
observational study, there is no interference or manipulation of the research subjects, as well
as no control or treatment groups.

What is the difference between an observational study and an experiment?

The key difference between observational studies and experimental designs is that a well-
done observational study does not influence the responses of participants, while experiments
do have some sort of treatment condition applied to at least some participants by random
assignment.

What’s the difference between exploratory and explanatory research?

Exploratory research aims to explore the main aspects of an under-researched problem,
while explanatory research aims to explain the causes and consequences of a well-defined
problem.

What is experimental design?

Experimental design means planning a set of procedures to investigate a relationship
between variables. To design a controlled experiment, you need:

 A testable hypothesis
 At least one independent variable that can be precisely manipulated
 At least one dependent variable that can be precisely measured

When designing the experiment, you decide:

 How you will manipulate the variable(s)

 How you will control for any potential confounding variables
 How many subjects or samples will be included in the study
 How subjects will be assigned to treatment levels

Experimental design is essential to the internal and external validity of your experiment.

Observational Study vs Experiment

Randomized experiments provide better results than observational studies. Consequently, you
should always use a randomized experiment whenever possible. However, if randomization is
not possible, science should not come to a halt. After all, we still want to learn things,
discover relationships, and make discoveries. For these cases, observational studies are a
good alternative to a true experiment. Let’s compare the differences between an observational
study vs. an experiment.

Random assignment in an experiment reduces systematic differences between experimental

groups at the beginning of the study, which increases your confidence that the treatments

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caused any differences between groups you observe at the end of the study. In contrast, an
observational study uses self-formed groups that can have pre-existing differences, which
introduces the problem of confounding variables.

In a randomized experiment, randomization tends to equalize confounders between groups

and, thereby, prevents problems. In my post about random assignment, I describe that process
as an elegant solution for confounding variables. You don’t need to measure or even know
which variables are confounders, and randomization will still mitigate their effects.
Additionally, you can use control variables in an experiment to keep the conditions as
consistent as possible.

Drawbacks of Observational Studies

While observational studies get around the inability to assign subjects randomly, this
approach opens the door to the problem of confounding variables. A confounding variable, or
confounder, correlates with both the experimental groups and the outcome variable. Because
there is no random process that equalizes the experimental groups in an observational study,
confounding variables can systematically differ between groups when the study begins.
Consequently, confounders can be the actual cause for differences in outcome at the end of
the study rather than the primary variable of interest. If an experiment does not account for
confounding variables, confounders can bias the results and create spurious correlations.

Performing an observational study can decrease the internal validity of your study but
increase the external validity.

Imagine an observational study that compares people who take vitamin supplements to those
who do not. People who use vitamin supplements voluntarily will tend to have other healthy
habits that exist at the beginning of the study. These healthy habits are confounding variables.
If there are differences in health outcomes at the end of the study, it’s possible that these
healthy habits actually caused them rather than the vitamin consumption itself. In short,
confounders confuse the results because they provide alternative explanations for the
differences.

Despite the limitations, an observational study can be a valid approach. However, you must
ensure that your research accounts for confounding variables. Fortunately, there are several
methods for doing just that!

Accounting for Confounding Variables in an Observational Study

Because observational studies don’t use random assignment, confounders can be distributed
disproportionately between conditions. Consequently, experimenters need to know which
variables are confounders, measure them, and then use a method to account for them. It
involves more work, and the additional measurements can increase the costs. And there’s
always a chance that researchers will fail to identify a confounder, not account for it, and
produce biased results. However, if randomization isn’t an option, then you probably need to
consider an observational study.

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Experiments and surveys

Experimental research is a study that strictly adheres to a scientific research design. It

includes a hypothesis, a variable that can be manipulated by the researcher, and variables that
can be measured, calculated and compared. Most importantly, experimental research is
completed in a controlled environment.

An experiment is a procedure carried out to support a hypothesis, or determine the

efficacy or likelihood of something previously untried. Experiments provide insight into
cause-and-effect by demonstrating what outcome occurs when a particular factor is
manipulated.

Design of Experiments (DOEs) refers to a structured, planned method, which is used to find
the relationship between different factors (let's say, X variables) that affect a project and the
different outcomes of a project (let's say, Y variables).
The method was coined by Sir Ronald A. Fisher in the 1920s and 1930s.
Ten to twenty experiments are designed where the applicable factors varied methodically.
The results of the experiments are then analyzed to classify optimal conditions to find the
factors that have the most influence on the results as well as those that do not and to identify
interfaces and synergies among the factors.
DOEs are mainly used in the research and development department of an organization where
majority of resources goes towards optimization problems.
In order to minimize optimization problems, it is important to keep costs low by conducting
few experiments. Design of Experiments is useful in this case, as it only necessitates a small
number of experiments, thereby helping to reduce costs.

Fundamental Concepts of DoE

In order to use Design of Experiments successfully, it is important to adhere to eight

fundamental concepts.
Once the following eight steps are sequentially followed, you will be able to receive a
successful outcome from Design of Experiments.
Step 1
Set Good Objectives: Before one begins to design an experiment, it is important to set out its
objective. With a defined objective, it is easy to screen out factors not relevant to the
experiment. This way one optimizes the key critical factors.
In the initial stages of project development, it is recommended to use a design of experiment,
choice of a fractional two-level factorial. This design of experiments screens a large number
of factors in minimal runs.
However, when one sets a set of good objectives, many irrelevant factors are eliminated.
With well-defined objectives, managers can use a response surface design of experiment
which explores few factors, albeit at many levels.

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Also drawing up good objectives at the beginning helps build a solid understanding of the
project as well as create realistic expectations of it's outcome.

Step 2
Measure Responses Quantitatively: Many Designs of Experiments end in failure because
their responses cannot be measured quantitatively.
For example, product inspectors use a qualitative method of determining if a product passes
quality assurance or not. This is not efficient in designs of experiments as a pass/fail is not
accurate enough.
Step 3
Replicate to Dampen Uncontrollable Variation: Replicating a given set of conditions many
times gives more opportunities for one to precisely estimate responses.
Replicating also gives one the opportunity to detect significant effects such as signals amid
the natural process uncontrollable variations, like noise.
For some projects, variations such as noise drown out the signal, so it is useful to find the
signal to noise ratio before doing a design of experiment.
Step 4
Randomize the Run Order: In order to evade uncontrollable influences such as changes in
raw material and tool wear, it is necessary to run experiments in a randomized order.
These variable influences can have a significant effect on the selected variable. If an
experiment is not run in a random order, the design of experiment will specify factor effects
that are in fact from these variable influences.
Step 5
Block out Known Sources of Variation: Through blocking, one can screen out the effects of
known variables such as shift changes or machine differences.
One can divide the experimental runs into homogenous blocks and then mathematically
remove the differences. This increases the sensitivity of the design of experiment. However,
it is important to not block out anything one wants to study.
Step 6
Know Which Effects (if any) Will be Aliased: An alias means that one has changed one or
more things in the same way at the same time.
Step 7
Do a Sequential Series of Experiments: When conducting a design of experiment it is
important to conduct it in a chronological manner, that is, information gleaned in one
experiment should be able to be applied to the next.
Step 8
Always Confirm Critical Findings: At the end of a design of experiment, it is easy to
assume that the results are accurate.
However, it is important to confirm one's findings and to verify the results. This validation
can be done using many other management tools available.

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Conclusion

Design of Experiments is an important tool that can be utilized in most manufacturing

industries. Managers, who use the method, will not only save on costs but also make
improvements in the quality of their product as well as ensure process efficiency.
Once Design of Experiments is completed, the managers should make an extra effort to
validate the outcome and carry out further analysis of the findings.

Experimental research

Definition:

Experimental research is research conducted with a scientific approach using two sets of
variables. The first set acts as a constant, which you use to measure the differences of the
second set. Quantitative research methods, for example, are experimental.

If you don’t have enough data to support your decisions, you must first determine the facts.
Experimental research gathers the data necessary to help you make better decisions.

Any research conducted under scientifically acceptable conditions uses experimental

methods. The success of experimental studies hinges on researchers confirming the change of
a variable is based solely on the manipulation of the constant variable. The research should
establish a notable cause and effect.

You can conduct experimental research in the following situations:

 Time is a vital factor in establishing a relationship between cause and effect.

 Invariable behavior between cause and effect.
 You wish to understand the importance of the cause and effect.

Types of experimental research design

The classic experimental design definition is, “The methods used to collect data in
experimental studies.”

There are three primary types of experimental design:

 Pre-experimental research design

 True experimental research design
 Quasi-experimental research design

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The way you classify research subjects, based on conditions or groups, determines the type
of research design you should use.

1. Pre-experimental research design: A group, or various groups, are kept under

observation after implementing factors of cause and effect. You’ll conduct this research to
understand whether further investigation is necessary for these particular groups.

You can break down pre-experimental research further in three types:

 One-shot Case Study Research Design

 One-group Pretest-posttest Research Design
 Static-group Comparison
2. True experimental research design: True experimental research relies on statistical
analysis to prove or disprove a hypothesis, making it the most accurate form of research. Of
the types of experimental design, only true design can establish a cause-effect relationship
within a group. In a true experiment, three factors need to be satisfied:

 There is a Control Group, which won’t be subject to changes, and an Experimental Group,
which will experience the changed variables.
 A variable which can be manipulated by the researcher
 Random distribution
This experimental research method commonly occurs in the physical sciences.

3. Quasi-experimental research design: The word “Quasi” indicates similarity. A quasi-

experimental design is similar to experimental, but it is not the same. The difference between
the two is the assignment of a control group. In this research, an independent variable is
manipulated, but the participants of a group are not randomly assigned. Quasi-research is
used in field settings where random assignment is either irrelevant or not required.

Advantages of experimental research

It’s vital to test new ideas or theories. Why put time, effort, and funding into something that
may not work?

Experimental research allows you to test your idea in a controlled environment before taking
it to market. It also provides the best method to test your theory, thanks to the following
advantages:

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 Researchers have a stronger hold over variables to obtain desired results.

 The subject or industry does not impact the effectiveness of experimental research. Any
industry can implement it for research purposes.
 The results are specific.
 After analyzing the results, you can apply your findings to similar ideas or situations.
 You can identify the cause and effect of a hypothesis. Researchers can further analyze this
relationship to determine more in-depth ideas.
 Experimental research makes an ideal starting point. The data you collect is a foundation
on which to build more ideas and conduct more action research.
Whether you want to know how the public will react to a new product or if a certain food
increases the chance of disease, experimental research is the best place to start. Begin your
research by finding subjects using QuestionPro Audience and other tools today.

Surveys

Survey refers to a technique of gathering information regarding a variable under study, from
the respondents of the population. Experiment implies a scientific procedure wherein the
factor under study is isolated to test hypothesis. Used in. Descriptive Research.

What are the difference between survey and experimental method?

Surveys are conducted in case of descriptive research. Experiments are conducted in
case of experimental research.
03. Surveys are carried out to see something.
1.Survey:
Survey refers to the way of gathering information regarding a variable under study from
all or a specified number of respondents of the universe. Surveys are carried out by
maintaining a structured form of data collection, through interview, questionnaire, case
study etc. In surveys prepared questions are asked from the prepared formal questionnaire
set and the output is collected in the same form.
For example – Survey among the students about the new education policy of India.
2.Experiment:
Experiments refers to the way of experimenting something practically with the help of
scientific procedure/approach and the outcome is observed. Experiments are carried out by
performing the experiments by following scientific procedure or scientific approach. In
experiments the investigator/examiner performs tests or experiments based on various
factors and observes the outcome of the experiment.
For example – Experiment in the chemistry laboratory by a group of students and faculties
specific to a topic.

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Difference between Survey and Experiment :

S.No. SURVEY EXPERIMENT

It refers to the way of

It refers to a way of experimenting something
gathering information practically with the help of
regarding a variable under scientific procedure/approach
01. study from people. and the outcome is observed.

Surveys are conducted in Experiments are conducted in

02. case of descriptive research. case of experimental research.

Surveys are carried out to see Experiments are carried out to

03. something. experience something.

These studies usually have These studies usually have

04. larger samples. smaller samples.

The surveyor does not The researcher may manipulate

manipulate the variable or the variable or arrange for events
05. arrange for events to happen. to happen.

It is appropriate in case of It is appropriate in case of

06. social or behavioral science. physical and natural science.

It comes under laboratory

07. It comes under field research. research.

Possible relationship
between the data and the
unknowns in the universe
can be studied through Experiments are meant to
08. surveys. determine such relationships.

Surveys can be performed in Experiments costs higher than

09. less cost than a experiments. the surveys.

Surveys often deals with Experiments deal with primary

10. secondary data. data.

In surveys there is no In experiments usually laboratory

11. requirement of laboratory equipment are used in various

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RM4151 RESEARCH METHODOLOGY&IPR

equipment or there is a very activities during the experiment

small requirement of process.
equipment just to collect any
sample of data.

It is vital in co-relational
12. analysis. It is vital in casual analysis.

No manipulation is involved Manipulation is involved in

13. in surveys. experiments.

In surveys data is collected In experiments data is collected

through interview, through several readings of
14. questionnaire, case study etc. experiment.

Surveys can focus on broad Experiments focuses on specific

15. topics. topic.

To understand cause and effect, we need to conduct experiments. Experiments may include
surveys as a data collection method, but surveys in themselves can’t provide the answer.

Cause-effect research requires special research designs. However, many assume that surveys
can uncover cause and effect links without much consideration.

Cause-Effect Research=Experiment

The main method for cause-effect research is experimentation. In experimental-based

research, we manipulate the causal or independent variables in a relatively controlled
environment. This means that we control and monitor other variables affecting the dependent
variable (e.g. sales) as much as possible.

In this case, the client had conducted the survey and analyzed the data without taking into
account the effectiveness of different marketing collaterals, market penetration, competitor
activity, and some characteristics of the purchase decision-makers.

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