APPLIED RESEARCH

APPLIED RESEARCH
✖ Applied research refers to scientific study and research that seeks to
solve practical problem
✖ Where is it used?
✖ Applied research can be divided into the following three categories:
✖ 1. Evaluation research. This type of research focuses on analyzing existing
information about the phenomenon in order to generate objective research
outcomes.
✖ A study into the ways of reducing supply-chain costs can be mentioned as
an example for an evaluation research.

✖ 2. Research and Development. It is a type of applied research that focuses

on the development of new products and services to satisfy needs and wants
of target customer segment. This type of applied research is the least
relevant to a business dissertation.
✖ Action research. This type of study aims to tackle specific business
problems. For example, a research into the ways of restoring Starbucks
brand image in UK after the tax scandal can be classified as an action
research.
DIFFERENCES BETWEEN
APPLIED AND BASIC
RESEARCH
✖ Differences between applied and basic research can be summarized into
three points:

✖ 1. Differences in purpose. Purpose of applied studies is closely associated

with the solution of specific problems, while the purpose of fundamental
studies relate to creation of new knowledge or expansion of the current
knowledge without any concerns to applicability.

✖ 2. Differences in context. In applied studies, research objectives are set by

clients or sponsors as a solution to specific problems they are facing.
✖ Fundamental studies, on the other hand, are usually self-initiated in order to
expand the levels of knowledge in certain areas.
✖ Differences in methods. Research validity is an important point to be
addressed in all types of studies.
✖ Nevertheless, applied studies are usually more concerned with external
validity, whereas internal validity can be specified as the main point of
concern for fundamental researchers.
EXAMPLES OF APPLIED
RESEARCH
✖ The following are examples for applied research. You can notice that each
of these studies aim to resolve a specific and an immediate problem.

✖ A study into marketing strategies to appeal to the aspirations of millennials

in China
✖ An investigation into the ways of improving employee motivation in
Marriot Hotel, Hyde Park
✖ Development of strategies to introduce change in Starbucks global supply-
chain management with the view on cost reduction
✖ A study into the ways of fostering creative deviance amongst employees
without compromising respect for authority.
CHOOSING CASES
✖  Case studies often involve cases that are somehow unique or incomparable
to others.
✖ Identify case – type of study to be implemented
✖ Single case or multiple case study
FORMAT OF A CASE STUDY
✖ Problem-solving case studies
✖ ask you to critically examine an issue related to a specific individual or
group, and then recommend and justify solutions to the issue, integrating
theory and practice.
✖ For example:
✖ In Business and Economics, you could be asked to describe a critical
incident in the workplace.
✖ Your role as the manager is to apply your knowledge and skills of key
intercultural communication concepts and theories in management to
determine the causes of the conflict and propose relevant communication
strategies to avoid and/or resolve it.
ADVANTAGES &
DISADVANTAGES
✖ On the positive side, applied research can be helpful in solving specific
problems in business and other settings.

✖ On the negative side, findings of applied research cannot be usually

generalized.
✖ In other words, applicability of the new knowledge generated as a result of
this type of research is limited to the research problem.
✖ Moreover, applied studies usually have tight deadlines which are not
flexible.
WHY AND HOW TO WRITE A
CASE STUDY
✖ Test theory
✖ Render description
✖ Develop theory about several topics
✖ Eg: the work of Sigmund Freud in psychology
ANALYSIS
✖ The case study method is not completely understood though it is widely
used.