The Research Process

Dr. Hemant Sharma

Professor, ABS
Amity University, Gurgaon
hsharma@ggn.amity.edu
 What Research Is Not
• Research isn’t information gathering:
– Gathering information from resources such books or
magazines isn’t research.
– No contribution to new knowledge.

• Research isn’t the transportation of facts:

– Merely transporting facts from one resource to another
doesn’t constitute research.
– No contribution to new knowledge although this might
make existing knowledge more accessible.
 What Research Is
• Research is:

“…the systematic process of collecting and

analyzing information (data) in order to increase
our understanding of the phenomenon about
which we are concerned or interested.”1
 Research Characteristics
1. Originates with a question or problem.
2. Requires clear articulation of a goal.
3. Follows a specific plan or procedure.
4. Often divides main problem into subproblems.
5. Guided by specific problem, question, or hypothesis.
6. Accepts certain critical assumptions.
7. Requires collection and interpretation of data.
8. Cyclical in nature.
 Research Projects
• Research begins with a problem.
– This problem need not be Earth-shaking.

• Identifying this problem can actually be the

hardest part of research.
• In general, good research projects should:
– Address an important question.
– Advance knowledge.
 High-Quality Research
(1 of 2)
• Good research requires:
– The scope and limitations of the work to be clearly
defined.
– The process to be clearly explained so that it can be
reproduced and verified by other researchers.
– A thoroughly planned design
 High-Quality Research
(2 of 2)
• Good research requires:
– Highly ethical standards be applied.
– All limitations be documented.
– Data be adequately analyzed and explained.
– All findings be presented unambiguously and all
conclusions be justified by sufficient evidence.
 Types Of Research
1. Exploratory
– Initial research conducted to clarify and define the
nature of a problem
– Does not provide conclusive evidence
– Subsequent research expected
2. Descriptive
– Describes characteristics of a population or
phenomenon
– Some understanding of the nature of the problem
3. Causal
– Conducted to identify cause and effect relationships
 Uncertainty Influences
The Type Of Research
CAUSAL OR COMPLETELY ABSOLUTE EXPLORATORY
DESCRIPTIVE CERTAIN AMBIGUITY
 Degree of Problem Definition
Exploratory Research Descriptive Research Causal Research
(Unaware of Problem)(Aware of Problem) (Problem Clearly Defined)

“Our sales are declining and “What kind of people are buying “Will buyers purchase more of
possible situation

we don’t know why.”
“Would people be interested
in our new product idea?”
our product? Who buys our our products in a new package?
competitor’s product?”
“Will price reduction increase
“What features do buyers prefer sales of our product?”
in our product?”
 Exploratory Research Techniques
Three Examples
• Secondary data (historical data)
– Previously collected for another purpose
– Literature survey
– Databases (e.g., www.census.gov)
• Pilot study
– A number of diverse techniques
• Focus Groups
– 6 to 10 people in group dynamics session
 Descriptive Research Example
Femina magazine average customer:
• Women
• About 35 years old
• Household income of about Rs 3.5 lakhs
• Graduates or above
• Trying to juggle children and a job
 Descriptive Research Example
Men’s fragrance market:

• 1/3 size of women’s fragrance market

• But growing at a faster pace
• Women buy 80 % of men’s fragrances
• Men select fragrance from choice of 4-5
while women choose from as many as 10.
 Causal Study
• In this study the effects of a training program
administered (IV) are evaluated using pre- and
post-observations of the participants'
managerial skills (DV).

• The control group received …no management

training. The experimental group received
feedback and management training…

• The results of the study indicated that training

enhanced the effectiveness of managerial
skills.
• A study of the impact of training in a management development program
based on 360 feedback, Robert T. Rosti Jr, Frank Shipper, Journal of
Managerial Psychology 1998.
 Identifying Causality
• Can NEVER prove causality.
• Evidence of causality:
1. The appropriate causal order of events
2. Interdependent variation--two phenomena
vary together
3. An absence of alternative plausible
explanations
• Often Use Experiments or Model building
in Causal Research
 Classify in terms of exploratory,
descriptive or causal research
• Predicting the stock prices of RIL in 2013;
• Which of the two training programs is more
effective?
• How does the culture effect leadership at our
branches globally?
• Investigating reactions to a new taxation policy
• Identifying target-market demographics of a new
shopping mall
• To understand the relationship between customer
satisfaction and brand loyalty
 Stages of the Research Process
Problem Discovery Discovery and
and Definition Definition

Research and so on
Design Conclusions and
Report

Sampling
Data Processing
and Analysis
Data
Gathering
 Research Stages
• Cyclical process - conclusions generate new
ideas
• Stages can overlap chronologically
• Stages are functionally interrelated
– Forward linkages
– Backward linkages
Problem Discovery Problem
Selection of
and Definition discovery Sample Design
Sampling

Selection of
exploratory research
technique Probability Nonprobability

Secondary
Experience Pilot Case Collection of
(historical) Data
survey study study data
data Gathering
(fieldwork)

Data
Editing and
Problem definition Processing
coding
(statement of and
Analysis data
research objectives)

Data
Selection of processing
Research Design basic research
method Conclusions
Interpretation
and Report
of
findings
Experiment Survey
Secondary
Laboratory Field Interview Questionnaire Observation
Data Study Report
 Stages In The Research Process
• Problem Discovery and Problem Definition
• Research Design
• Sampling
• Data Gathering
• Data Processing and Analysis
• Conclusions And Report
“The formulation of the problem
is often more essential than its
solution”

Albert Einstein
 Problem Discovery And
Definition
• First and probably most important step
• Too often neglected leading to costly errors
• Provides direction for the project
• Problem, opportunity, or monitor operations
• Discovery before definition
• Must not mistake symptoms for problem
(Consumers prefer taste of competing
restaurant)
 State the research questions and
research objectives
Hypothesis:
• A statement that can be refuted by empirical
data. It’s an intelligent assumption.
 Examples
• Employees who are better trained have
higher levels of job satisfaction
• Women make better HR managers
compared to men
• There is a relationship between technology
upgradation and transmission losses
 Research Design
• Master plan
• Specifies methods and procedures
• Framework for action
 Basic Research Methods
• Surveys
– Interview
– Questionnaire
• Experiments control conditions so that one or
more variables can be manipulated to test a
hypothesis
– Field
– Laboratory
• Secondary data
• Observation- visible or hidden
 Selecting a Sample

Sample: subset SAMPLE

of a larger population.

POPULATION
 Sampling
• Who is to be sampled?
• How large a sample?
• How will sample units be selected?
– Probability Samples – every member of the
population has a known, nonzero probability of
being selected
– Nonprobability Samples
 Types of Sample Designs
• Probability • Non Probability

• Simple random • Convenience

• Systematic • Judgmental
• Stratified • Snowball
• Cluster • Quota
• Opt-in
• Panel
 Data Gathering Stage
• Focus on error minimization
• Pretesting
Data Processing and Analysis
• Editing
Checking the data collection
forms for omissions, legibility
and consistency
• Coding
Rules for interpreting,
categorizing and recording
the data
Conclusions And Report Writing
• Effective communication of the research
findings
• Usually includes making recommendations
• “What does this mean to management?”-
Managerial Implications
• Provides direction
for future research.
 Exercise: Translate Problems into
objectives and hypothesis
• Food catering to employees is consuming a lot of
time and effort.
• Sales of our Irons and Kettles are 40% higher than
our Ovens (OTG & MWO) appliances range.
• We’ve got permission from the government and
we need to start our operations- A large grocery
retailer
• Few customers are using our on-line banking
products
 Research Proposal
• A written statement of the research design
that includes a statement explaining the
purpose of the study.
• Detailed outline of procedures associated
with a particular methodology
 Exercise for Session I & II
The income tax department would like to
increase its tax collection. At the same time
it would also like to improve its service
quality.
Prepare a Research Proposal in line the
Research Process described in this session.
Types of Analysis

IDV

M NM

Regression Hypothesis
M
DV analysis testing (t- test,
ANOVA)

NM Logistic Cross
regression tabulation/
Chi-square