INTRODUCTION TO BUSINESS

AND MANAGEMENT RESEARCH

Ibrahim Mohammed (PhD)
 Outline of Presentation
o Definition of Research
o Attributes of Research
o Types of Research
o Research Process
o Generating Research Ideas
o Evaluating Research Ideas
o Formulating Research Topic
 WHAT IS RESEARCH?
It is defined as something that people undertake in
order to find out things in a systematic way, thereby
increasing their knowledge (Saunders & Lewis, 2007)
• Thus, the main purpose of doing research is to
produce knowledge or insights.
• Knowledge implies that we know something and
what we know ”hold true” and the produced
knowledge is valid. Creating new insights is adding
to present knowledge
 WHAT RESEARCH IS NOT
• Not mere information gathering
• Not transportation of facts
• Not reassembling and recording facts or
information without interpretation
• Not a catchword to get attention
 ATTRIBUTES OF RESEARCH
• A structured processes and procedures - replicable
• Involves some degree of originality
• Involves careful collection, organization and articulation
of what is already known about the problems and
what is yet to be known
• Involves rigorous application of logic and objectivity
• Based on observable experience or empirical evidence
• Demands accurate observation and description
 PURPOSE OF RESEARCH
• Review or synthesize existing knowledge (i.e.
advancing knowledge)
• Provide solution to existing problems
• Provide explanation to new phenomenon
• Construct or create new procedures or
systems
• Generate new knowledge
 TYPES OF RESEARCH
• Basic/fundamental/pure research: the primary
purpose is to improve knowledge
• Applied research: is conducted to solve practical
problems. It is also called evaluation, utilization,
appraisal, assessment or policy research

• Action: usually conducted to bring about

improvement in an organization or its practices
OTHER CLASSIFICATIONS OF RESEARCH
• Quantitative/Qualitative/Mixed
• Descriptive/Exploratory/ Explanatory
• Deductive and inductive
• Cross-sectional and longitudinal
QUANTITATIVE, QUALITATIVE AND MIXED

• Quantitative • Qualitative • Mixed

• Numerical • Non-numerical
• Objective observation • Cultural meanings
• Focus on variables • Focus on events
• Reliability
• Authenticity
• Separation between
• Merging between theory
theory and data
and data
• Generalizable
• Situational
• Large N
• Small N
• Statistical analysis
• Thematic analysis
 DESCRIPTIVE AND EXPLORATORY
• Descriptive research seeks ‘to portray an
accurate profile of persons, events or
situations’ (Robson 2002:59)
• An exploratory study is a valuable means of
finding out ‘what is happening; to seek new
insights; to ask questions and to assess
phenomena in a new light’ (Robson 2002:59)
 EXPLANATORY RESEARCH
Studies based on establishing causal
relationships between variables
– Analytical: often extends the descriptive to
suggest or explain why or how something happens
– Predictive: aims at speculating intelligently on
future possibilities based on evidence of cause
and effect
 DEDUCTIVE VS. INDUCTIVE
– Deductive research moves from general ideas/theories
to particular and situation. In this type of research, the
researcher builds or deducts hypotheses/Hypothesis
from existing literature which can be subject to
empirical testing and thus can be accepted or rejected.
– Inductive research moves from particular situation to
make or infer broader general ideas/theories. In this
type of research, the process goes from
observation→findings→literature→theories, so,
theory is the outcome of inductive research.
CROSS-SECTIONAL RESEARCH
LONGITUDINAL RESEARCH
THEORY OR DATA, WHICH COMES FIRST?
STEPS IN QUANTITATIVE RESEARCH PROCESS
STEPS IN QUALITATIVE RESEARCH PROCESS
 TWO LEVELS OF RESEARCH
1. Conceptual (Theoretical) – relates to specific problems
without seeking empirical evidence
2. Measurement (empirical) – empirical data is used
 Empirical level is a kind of intersection area between
measurement and conceptual levels.
 CONCEPTUAL MODEL
CONCEPTUAL FRAMEWORK

4. After service 5. Consistency 6. Home delivery 7. Price

Figure Model for the determinant of brand loyalty in restaurants. Otengei, Changha,
Figure : Conceptual Model
Kasekende and Ntayi (2014)
 EMPIRICAL MODEL

BL= α + β1DE + β2RI + β3CS +

β4Promo+ ε
Where: BL= Brand Loyalty, DE= Dining Experience, RI= Restaurant Image,
CS= Customer Satisfaction, α = constant term, β 1, β2, and β3 are Predictors’
coefficients, and ε is error term.
Otengei, Changha, Kasekende and Ntayi (2014)

Confidence levels: 95%; 99%; 90%

ε = 5%; 1% & 10%

IDENTIFYING AN ISSUE FOR RESEARCH
1. Thinking up the issue by:
a. Observing a practical problem
b. Looking at how to improve a system
c. Examining a theory
2. Reviewing literature to identify gaps or void
3. Request for research proposal
TECHNICQUES FOR GENERATING AND REFINING
RESEARCH IDEAS
Rational thinking Creative thinking
Examining your own strengths and interests Keeping a notebook of your ideas

Examining staff research interests Exploring personal preferences using past

projects

Looking at past project titles Exploring relevance to business using the

literature

Discussion Relevance trees

Searching existing literature Brainstorming

Scanning the media

 EVALUATING RESEARCH IDEA
 Is the idea relevant?
 Is it related to your programme of study?
 Can the project be carried out satisfactorily within
the timescale and with available resources?
SMART
1. Develop concept: Customer Satisfaction ----- Brand loyalty
a. Create a question with the concept using any of these: What, how, when, is there,
are there, which
What level of customer service leads to brand loyalty?
b. Convert into a goal or action oriented statement. Examination, analysis,
investigate, ascertain etc
Ascertaining the level of customer service that lead to brand loyalty
An examination of level of customer service leading to brand loyalty
Employee’s satisfaction
 FORMULATING AND CLARIFYING
RESEARCH TOPIC
• Capability: is it feasible?
Is the topic something with which you are really
fascinated?
Do you have, or can you develop within the project time
frame, the necessary research skills to undertake the
topic?
Is the research topic achievable within the available time?
Will the topic still be current when you finish your project?
Is the topic achievable within the financial resources that
are likely to be available?
Are you reasonably certain of being able to gain access to
data you are likely to require for this topic?
 FORMULATING AND CLARIFYING
RESEARCH TOPIC
• Appropriateness: is it worthwhile?
Does the topic fit the specifications and meet the standards set
by the examining institution?
Does your topic contain issues that have a clear link to theory?
Are you able to state your research question(s), aim and
objectives clearly?
Will your proposed research be able to provide fresh insights
into this topic?
Does your topic relate clearly to the idea you have been given
(perhaps by an organisation)?
Are the findings for this topic likely to be symmetrical: that is, of
similar value whatever the outcome?
Does the topic match your career goals?
FACTORS INFLUENCING RESEARCH