Research Methodology an

Introduction
By
Dr. Hina Fatima
Research Philosophy
Introduction
• Research in common practice of parlance refers to a search of knowledge.
• Research (re-search) means “to search again”.
• We can also define research as a scientific and systematic search for
pertinent information on a specific topic.
• In fact, research is an art of scientific investigation.
• Dictionary definition of research is a careful investigation or inquiry
specially through search for new facts in any branch of knowledge (e.g.
Marketing, Finance, HR, Economics etc.).
• Some people consider research as a movement from known to unknow.
Continued…
• According to Clifford woody, research comprises, defining and redefining
problems, formulating problems, hypothesis or suggested solution; collecting,
organizing and evaluating data; making deduction and reaching the conclusion.
• And at last testing the conclusion to determine they fit the formulating
hypothesis.
• In short, the search for knowledge through objective and systematic method of
finding solution to a problem.
• The systematic approach concerning generalization and the formulation of a
theory is also a research.
• Research is pursuit of truth with the help of study, observation comparison
and experiment.
Objectives of Research
i. To gain familiarity with a phenomenon or to achieve new insights
into it (studies with this object in view are termed as exploratory or
formulative research studies);
ii. To portray accurately the characteristics of a particular individual,
situation or a group (descriptive research studies);
iii. To determine frequency with which something occurs or with
which it is associated with something else (diagnostic research
studies);
iv. To test a hypothesis of a casual r/s b/w variables (hypothesis-
testing research studies)
Types of Research
Descriptive Research:
• It includes surveys and fact finding enquires of different kinds.
• The basic purpose of descriptive research is to description of the situation as it exists at
present.
• In Social Sciences and Business research we often use the term Ex post facto research for
descriptive research studies.
• One of the components of research is getting enough information about the research problem.
• Descriptive research aims to accurately describe a research problem.
• The what, how, when and where answers, which is why descriptive research is an important
type of research.
• It is very useful when conducting research whose aim is to identify characteristics,
frequencies, trends, correlations, and categories.
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• Descriptive research is important to have a proper understanding of
what a research problem is about before investigating why it exists in
the first place.
• For example,
• An investor considering an investment in the ever-changing Karachi
housing market needs to understand what the current state of the
market is, how it changes (increasing or decreasing), and when it
changes (time of the year) before asking for the why. This is where
descriptive research comes in.
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What are the Characteristics of Descriptive Research?
• The characteristics of descriptive research can be highlighted from its definition,
applications, data collection methods, and examples. Some characteristics of
descriptive research are:
Quantitativeness
• Descriptive research uses a quantitative research methods by collecting quantifiable
information to be used for statistical analysis of the population sample. This is very
common when dealing with research in the physical sciences.
Qualitativeness
• It can also be carried out using the qualitative research method, to properly describe
the research problem. This is because descriptive research is more explanatory
than exploratory or experimental.
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Uncontrolled variables
• In descriptive research, researchers cannot control the variables like
they do in experimental research.
The basis for further research
• The results of descriptive research can be further analyzed and used
in other research methods. It can also inform the next line of
research, including the research method that should be used.
• This is because it provides basic information about the research
problem, which may give birth to other questions like why a particular
thing is the way it is.
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• Analytical Research:
• In this research, researcher has to use facts or information already
available, and analyze these to make a critical evaluation of the
material.
Descriptive VS. Analytical Research
• Descriptive Research
• Descriptive research attempts to
determine, describe, or
identify what is…
• The descriptive research uses
description, classification,
measurement, and comparison to
describe what phenomena are.
• Examining the fluctuations of U. S.
international trade balance during
1974-1995 is an example of
descriptive research;
• Analytical Research
• While analytical research attempts
to establish why it is that way or
how it came to be.
• The analytical research usually
concerns itself with cause-effect
relationships.
• While explaining why and how U.S.
trade balance move in a particular
way over time is an example of
analytical research.
Fundamental Research

Fundamental research, also known as basic research or pure research.

• It does not usually generate findings that have immediate applications in a practical level.
• Fundamental research is driven by curiosity and the desire to expand knowledge in
specific research area. Or, gathering knowledge for the knowledge’s sake.
• This type of research makes a specific contribution to the academic body of knowledge in
the research area.
• Fundamental studies tend to generalize about the phenomenon, and the philosophy of
this type of studies can be explained as ‘gathering knowledge for the sake of knowledge’.
• Fundamental researches mainly aim to answer the questions of why, what or how and
they tend to contribute the pool of fundamental knowledge in the research area.
Examples of Fundamental Research

The following are examples for fundamental researches in business:

• A critical analysis of product placement as an effective marketing

strategy
• An investigation into the main elements of brands and branding
• A study of factors impacting each stage of product life cycle
Applied Research

• Applied research “aims at finding a solution for an immediate

problem facing a society, or an industrial/business organization.
• Whereas fundamental research is mainly concerned with
generalizations and with the formulation of a theory”.
• Applied research is non-systematic inquiry, and it is usually launched
by a company, agency or an individual in order to address a specific
problem.
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 the ways of improving the levels of customer retention
for Imtiaz or Chase up or Metro Stores/Marts in Pakistan
• An investigation into the ways of improving employee motivation in
Marriot Hotel, Pear Continental in Pakistan
• Development of strategies to introduce change in Galoria Jeans
global supply-chain management with the view on cost reduction
Fundamental Vs. Applied Research
• Fundamental Research
• Expand knowledge of processes
of business and management
• Results in universal principles
relating to the process and its
relationship to outcomes
• Purpose: Findings of significance
and value to society in general
• Applied Research
• Improve understanding of
particular business or management
problem
• Results in solution to problem
• New knowledge limited to problem
• Purpose: Findings of practical
relevance and value to manager(s)
in organization(s)
Quantitative Research
• Quantitative Research is used to quantify the problem by way of
generating numerical data or data that can be transformed into
usable statistics.
• It is used to quantify attitudes, opinions, behaviors, and other defined
variables – and generalize results from a larger sample population.
• Quantitative data collection methods include various forms of surveys
– online surveys, paper survey, mobile surveys and face-to-face
interviews, telephone interviews, longitudinal studies, website
interceptors, online polls, and systematic observations.
Qualitative Research

• Qualitative Research is primarily exploratory research.

• It is used to gain an understanding of underlying reasons, opinions, and motivations.
• It provides insights into the problem or helps to develop ideas or hypotheses for potential
quantitative research.
• Qualitative Research is also used to uncover trends in thought and opinions, and dive deeper
into the problem.
• Qualitative data collection methods vary using unstructured or semi-structured techniques.
• Some common methods include focus groups (group discussions), individual interviews, and
participation/observations. The sample size is typically small, and respondents are selected to
fulfil a given quota.
Quantitative research Qualitative Research

Focuses on testing theories and hypotheses Focuses on exploring ideas and formulating a
theory or hypothesis

Analyzed through math and statistical analysis Analyzed by summarizing, categorizing and
interpreting

Mainly expressed in numbers, graphs and Mainly expressed in words

tables

Requires many respondents Requires few respondents

Closed (multiple choice) questions Open-ended questions

Key terms: testing, measurement, objectivity, Key terms: understanding, context, complexity,
replicability subjectivity
Exploratory Research

• Exploratory research is defined as the initial research into a

hypothetical or theoretical idea.
• This is where a researcher has an idea or has observed something and
seeks to understand more about it.
• An exploratory research project is an attempt to lay the groundwork
that will lead to future studies or to determine if what is being
observed might be explained by a currently existing theory.
• Most often, exploratory research lays the initial groundwork for future
research.
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• Example:
• Imagine you are blindfolded or placed into a room without light. You
are not told if something is in the room, but you have a suspicion
there is something in there. You shuffle out slowly into the room,
exploring with the tips of your fingers until you find something.
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• Exploratory research can come in two big forms:
• Either a new topic or a new angle.
• A new topic is often unexpected and startling in its findings.
• For example, American psychologist John Watson really began his
behaviorism research with a new topic on the study of human
behaviors and learning: rats! Because humans have brains and rats
have brains, it makes a certain kind of sense. There was an attempt to
find the universal laws of learning in all brains.
Continued…

• New angles can come from new ways of looking at things, either from
a theoretical perspective or a new way of measuring something.

• For instance, computers have allowed large populations to be looked

at. Old experiments can now involve thousands of people from
around the globe instead of a few people from the local train station.
Examples of Exploratory Research Design

• A study into the role of social networking sites as an effective

marketing communication channel.
• An investigation into the ways of improvement of quality of customer
services within hospitality sector in Karachi.
• An assessment of the role of corporate social responsibility on
consumer behavior in pharmaceutical industry in the Karachi.
EXPLANATORY RESEARCH
• Explanatory research or causal research is conducted to understand
the impact of certain changes in existing standard procedures.
• Conducting experiments is the most popular form of casual research.
• For example, research conducted to understand the effect of
rebranding on customer loyalty.
Explanatory Research
• Explanatory research is conducted in order to help us find the problem that was
not studied before in-depth.
• This research is not to used to give us some conclusive evidence but helps us in
understanding the problem more efficiently.
• When conducting the research, the researcher should be able to adapt
himself/herself to the new data and the new insights that discovers as he/she
studies the subject.
• Research that answers “why” questions is referred to as explanatory research.
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• In this case, the researcher is trying to identify the causes and effects
of whatever phenomenon she is studying.
• An explanatory study of college students’ addictions to their
electronic gadgets might aim to understand why students become
addicted.
• Does it have anything to do with their family histories?
• With their other extracurricular hobbies and activities? With whom
they spend their time?
• An explanatory study could answer these kinds of questions.
 Comparative
Analysis

Exploratory Explanatory
Descriptive Research
Research Research
Research
Unstructured Structured Highly structured
Approach used
Research
Asking research Asking research By using research
Conducted
questions questions hypotheses.
Through
When is it Early stages of Later stages of Later stages of
conducted? decision making decision making decision making
Choice of a Specific Research

Pragmatism Positivism Realism Interpretivism

Popular data Mixed or Highly Methods Small samples,

collection multiple structured, chosen must fit in-depth
method method large samples, the subject investigations,
designs, measurement, matter, qualitative
quantitative and quantitative, but quantitative or
qualitative can use qualitative
qualitative