Research

• Research
– is a process of inquiry & investigation
– It is systematic and methodical
– Research increases knowledge
• Purpose of research
– To review and synthesize existing knowledge
– To investigate some existing situation or problem
– To provide solutions to a problem
– To explore and analyze more general issues
– To construct or create a new procedure or system
– To explain new phenomenon
– To generate new knowledge
– A combination of any of them
 Business Research Methods
• Business Research
– Systematic and objective process of gathering,
recording, and analyzing data for aid in making
business decisions.
• This definition suggest
– Research info is neither intuitive nor haphazardly
collected
– If the info generated or data collected and analyzed are
to be accurate, the business researcher must be
objective.
– The objective of business research is to facilitate
managerial decision making process for all aspects of
business
 Basic Research
• Basic Research
– Attempts to expand the limits of knowledge
– It does not directly involved the solution to a
particular pragmatic problem.
– Basic research findings generally cannot be
immediately implemented
– To verify the acceptability of a given theory or
discover more about a certain concept
• Example: How does motivation affect employee
performance?
 Basic Research Example
• Is executive success correlated with high
need for achievement?
• Are members of highly cohesive work
groups more satisfied than members of less
cohesive work groups?
• Do consumers experience cognitive
dissonance in low-involvement situations?
 Applied Research
• Conducted when a decision must be made
about a specific real-life problem
• Applied Research Examples
– Should McDonalds add Italian pasta dinners to its
menu?
– Business research told McDonald’s it should not.
 Should Corporation X adopt a paperless office
environment?
 Managerial value of Business Research

• The Decision-making Process Associated

with the Development and Implementation
of a Strategy
– Identifying problems and opportunities
– Diagnosis and assessment
– Selecting and implementing a course of action
– Evaluating the course of action
 Evaluation Research
• Evaluation research is the formal, objective
measurement and appraisal of the extent to
which a given activity, project, or program
has achieved its objectives.
 Performance-monitoring
Research
• Research that regularly provides feedback
for evaluation and control
• Indicates things are or are not going as
planned
• Research may be required to explain why
something “went wrong”
 Total Quality Management
(TQM)
• A business philosophy that embodies the
belief that the management process must
focus on integrating customer-driven
quality throughout the organization.
 TQM
• Stresses continuous improvement of
product quality and service.
• Managers improve durability and enhance
features as the product ages.
• Managers strive to improve delivery and
other services to keep their companies
competitive
 Determining When to Conduct
Business Research
• Time constraints
• Availability of data
• Nature of the decision
• Benefits versus costs
 Determining When to Conduct
Business
Availability of Data
Research
Benefits vs.
Time Constraints Nature of the Decision Costs
Is the infor- Does the value
Is sufficient time Is the decision Conducting
Yes mation already Yes Yes of the research Yes
available before of considerable
a managerial
on hand
strategic
information Business
inadequate exceed the cost
decision
for making
or tactical
of conducting Research
must be made? importance?
the decision? research?

No No No No

Do Not Conduct Business Research

 Value versus Costs
• Potential Value of a Business Research
Effort Should Exceed Its Estimated Costs
 Value Should Exceed
Estimated Costs
Costs
Value •Research
expenditures
•Decreased •Delay of business
uncertainty
decision and
•Increased likelihood
possible disclosure
of a correct decision
of information to
•Improved business
rivals
performance and •Possible erroneous
resulting higher
research results
profits
 How to write research proposal
• Introduction
• Preliminary literature review
• Research objectives
• Hypotheses
• Research model
• Research methodoly
• Limitations of research
• References
• Description of the literature relevant to a particular field or
topic

• It gives overview of:

– What has been said
– Key writers
– Prevailing theories and hypotheses
– Questions being asked
– Appropriate and useful methods and methodologies
• According to Vinita (2015) , she found that

• Decision convenience was found to

influence Customer satisfaction more than
the other dimensions of service
convenience. Customer satisfaction furthers
• customer loyalty
• Data analysis
 Reference
• Jillian Farquhar (2005). Retaining customers in UK
financial services: The Retailers’ Tale. The Service
Industries Journal, Volume 25, No. 8, pp. 1029-1044.

• Jillian Farquhar (2003). Retaining customers in traditional

retail financial services: interviewing ‘les responsables’.
International Review of Retail, Distribution and Consumer
Research, Taylor and Francis Group, 13:4, pp. 393-404.
• Research methodology
– Research philosophy
• quantitative
– Research approach
• survey
– Sample
– Who is surveyed?
– What should be sample size
– How sample will be selected
• Instrument
• Walsh, Beatty and Shiu (2009) presented the customer-based
reputation scale having 15 items and five dimensions; customer
orientation, good employer, reliable and financially strong company,
product and service delivery and social and environmental
responsibility. Customers were requested to express their feelings of
reputation of the microfinance bank after experience of dealing with
it. Customer responses were evaluated on a five point Likert
scale from 1 being strongly disagree to 5 being
strongly agree for all 15 items of the scale.
• Eggert (1999), Giering (2000), Sharma and Patterson
(2000), Homburg and Giering (2001) and Homburg,
Fassnacht and Werner (2003) presented the customer
retention scales. 13 items were selected and customers
were requested to express their feelings to remain with
their current microfinance bank after experience of dealing
with it. Customer responses were evaluated on a five point
Likert scale from 1 being strongly disagree to 5 being
strongly agree for all 13 items of the scale.
• H1: Microfinance Banks with high customer
satisfaction will have higher customer retention.
• H2: Microfinance Banks with high customer
loyalty will have higher customer retention.
• H3: Microfinance Banks with high customer-
based reputation will have higher customer
retention.
•  
• Topic
• Abstract
• Key words
• Introduction
• Literature review
• Methodology
• Results
• Conclusion
• references
•
• Prior research has shown that mere satisfaction may not be enough.
• 33
• Xerox found that
• when customer satisfaction was ranked on a scale of 1 (completely
dissatisied) to 5 (com-
• pletely satisied), customers who rated Xerox products and services as
“4”—and thus were
• satisied—were six times more likely to defect to competitors than
those customers who pro-
• vided ratings of “5.”34
• loyalty guru Frederick Reichheld points out
that although more than 90 percent
• of car buyers are satisied or very satisied when
they drive away from the dealer’s showroom,
• fewer than half buy the same brand of
automobile the next time.
• 35