Introduction to

Research
Research
• Derived from Middle French “recherche” which means “ to go
about seeking”

• The earliest recorded use of the term was in 1577

Research
• An art of scientific investigation
• A voyage of discovery
• A systematized effort to gain new knowledge
(Redman and Mory)
• The manipulation of things, concepts or symbols for the purpose of
generalizing to extend, correct or verify knowledge, whether that
knowledge aids in construction of theory or in the practice of an art
(D.Slesinger and M. Stephenson in the Encyclopedia of Social Sciences)
Research Process
1. Define problem
2. Planning a research design
3. Planning a sample
4. Gather data
5. Processing and analysing data
6. Conclusions
7. Report
Variable
• Defined as anything that varies or changes in value
• Eg: attitude towards internet, satisfaction, intention to use
mobiles etc.
• Categorical variable - it has a limited number of distinct
values
• Eg: gender
• Continuous variable – an infinite number of possible values
• Eg: sales volume
 Variable

Dependent Independent
Variable Variable
Methods of data
collection
Data
• Primary data
• Those which are collected afresh and for the first time

• Secondary data
• Those which are already collected and recorded , may be for some
other purpose
Primary data collection
• Observation method
• Interview method
• Through questionnaires
• Other methods
Observation method

• The researcher should keep in mind

1. What should be observed?

2. How the observations should be recorded?

3. How the accuracy of the observation can be ensured?

• Structured observation
• Unstructured observation
Interview method

• Personal interview
• Structured

• Unstructured

• Focused
Questionnaire
1. General form

2. Question sequence

3. Question formulation & wording

Types of questions
• Two alternatives
• Did you purchase any shoe last week ?
Yes No

• Choose one among several possible alternatives

• In which section of aircraft did you sit?
First class Business class Economy class
Contd.
• Multiple answers to a single question
• Please check which of the following items you own
House
Two wheeler
Four wheeler
• Scales
• Strongly agree Agree Neutral Disagree Strongly Disagree