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8/13/2019 1Introduction to Research1
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Introduction to Research
Prepared by: Ida Lopez First Prepared on: 12-03-07 Last Modified on: 22-05-07
Research Methodology
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Module Code and Module Title Title of Slides
Topic & Structure of lesson
• What is Research?• Importance of Research in Degree studies
• Purposes of Research
• Types of Research Paper• Quantitative vs. Qualitative Research
• The Research Process
• Research and Business• Business Managers and Research
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Module Code and Module Title Title of Slides
Learning Outcomes
Student will be able to:
• explain the meaning of “research”
• understand the importance of research in
degree study• know the types of research papers available
• identify purposes of research
• Distinguish between quantitative and qualitative
research• outline research processes
• Understand business research
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Research Is Not …
• information gathering:
– Gathering information from resources such books or
magazines isn’t research.
• the transportation of facts:
– Merely transporting facts from one resource to
another doesn’t constitute research.
– No contribution to new knowledge although this mightmake existing knowledge more accessible.
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Research is ..
• the way of thinking, examining critically the
various aspects of your profession,
understanding and formulating guiding principles
that govern a particular procedure anddeveloping and testing new theories for the
enhancement of your profession.
• It is a habit of questioning about what you do
and empirical examination to find answers, with
a view to instituting appropriate changes for a
more effective professional services.
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What does Research in Degree
studies involve?
• Doing secondary research i.e. familiarising
yourself with the work of “experts” – this process
is known as a Literature Review.
• Doing a primary research – to build upon whatyou have already found out about a subject.
• Comparing the findings and drawing your own
conclusions.
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Types/Classifications of Research
• The research can be classified from three perspectives:
– Application
• Basic and applied research
– Objectives• Exploratory, Descriptive, or explanatory (causal,
hypothesis testing)
– Type of information
• Qualitative and quantitative
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Purposes of Research
Two purposes:
1. To generate more knowledge and
understanding of the phenomena of interest
and to build theories based on the researchresults.
- Basic Research
Example: The Malaysian public’s perceptionof the effectiveness of its Police Department in
tracking people released on bail.
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Purposes of Research
2. To solve a current problem faced by the
manager in the work setting, demanding a
timely solution.- Applied Research
Example: The Police Department has asked a
research company to come up with a newsystem of tracking people released on bail.
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Basic Research
– Generating scientific knowledge for future use
(Common use)
– Undertaken for the sake of knowledge without any
intention to apply it in practice – May lead to discovery of new theory or refinement of
an existing theory
– Attempts to expand the limits of knowledge
– Not directly involved in the solution to a practicalproblem
– Commonly conducted at a University
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Basic Research Examples
• Is executive success correlated with high need
for achievement?
• Coupons versus rebates as demand stimulation
tactics
• Compensation Systems and Labour Productivity
• Factors determining share prices
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Applied Research
– Carried on to find solution to a real life problem and
action oriented
– Seeks an immediate and practical results
– May indirectly contribute to the development oftheoretical knowledge by leading to a discovery of
new facts or testing of a theory or to conceptual clarity
– Conducted when a decision must be made about a
specific real-life problem
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Applied Research Examples
• Should McDonalds add Italian pasta dinners to its
menu?
– Business research told McDonald’s it should not?
• Should Procter & Gamble add a high-pricedhome teeth bleaching kit to its product line?
– Research showed Crest White strips would sell well
at a retail price of RM44
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Basic Differences Between Basic
and Applied Research
• Applied Research
– “what is the problem” is
an important step in
resolving that problem.
– What problems to
analysis may be outside
the individual researcher
domain
– Researcher role is
examine analytically anda course of action
recommended
• Basic Research
– Problem based on the
researcher interest to
explain and
understanding of thesubject
– Selection of the problem
is totally the choice of
the researcher
– Some value judgmentmay be made, action is
not recommended
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Exploratory Studies
• To clarify ambiguous problems
• To get better understanding of an issue
• To provide information for further analysis• To identify information/data required
• As a preliminary research
• To exhaust inexpensive & time savingresources
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Descriptive Studies
• To describe a characteristic of a
population or phenomenon
• Seeks answers to who, what, when, whereand how questions
• To gather accurate info
• It is based on previous understanding ofthe problem
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Module Code and Module Title Title of Slides
Causal Studies
• To identify cause-and-effect relationship
among variables
• To explain a relationship betweenvariables/factors
• Specific problem based
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Module Code and Module Title Title of Slides
Quantitative vs. Qualitative
research
Quantitative Qualitative
Objective Quantification In-depth under.
Approach Structured Unstructured
Sample size Large Small
Represent. Yes (if random) No
Interv. Skill Moderate to low High
Basis Numbers Words
Analysis Statistics Comparative
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Module Code and Module Title Title of Slides
Data and Information
• Data
– Facts
– Recorded measures of certain phenomena• Information
– A body of facts that are in a format suitable for
decision making
– Defines relationship between pieces of data
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Deductive and Inductive reasoning
• Deductive
– Deriving a conclusion about a specific
instances based on a known general premise
• Inductive
– A logical process of establishing a general
proposition on the basis of observation of
particular facts
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“…is defined as the systematic and objective
process of generating information for solving
a problem or finding solution to a complex
issue (aid in making business decisions).”
Business Research Defined
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Objectives of Business Research
• To extends knowledge
• To discovered new information
• To theory building
• To verify and test existing facts and theory
• To analyze inter-relationships between variables
• To find solution to current problem
• In total, to make more effective professional
services
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Module Code and Module Title Title of Slides
Examples of Business Research
Outcomes
• Nestlé's Regional Revamp.
• Debt-restructuring exercise helps put water-
meter Manufacturer Back on its feet.
• Inproser Bhd claims its product can help poultry
farmers slash cost.
• “Celcom – TM Touch Merges”.
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Module Code and Module Title Title of Slides
Internal Researcher
• Advantages:
– Better acceptance from the staff
– Knowledge about the organization
– Would be integral part of implementation andevaluation of the research recommendations
• Limitations:
– Less fresh ideas
– Power Politics
– May not be valued as experts by staff
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Module Code and Module Title Title of Slides
External Researcher
• Advantages:
– Divergent and convergent thinking
– Experience from several situations
– Better technical training
Limitations:
Time to understand the organizational system
Cooperation from the staffs is not easy
Leakage of business secretes
Not available for evaluation after implementation
cost
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Module Code and Module Title Title of Slides
Research Process
• Selection of research area (Defining a problem)
• Preliminary information gathering (Informal
Secondary Research)
• Literature Review (formal secondary research)
• Hypothesising
• Further data collection (Primary Research)
• Data analysis
• Deduction (conclusion)
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Module Code and Module Title Title of Slides
Tutorial (Week 1)
• The tutors will provide article(s) and you
are require to identify• the need for the research
• Research objective
• Findings & conclusion• Recommended future research scopes
• Identify a research area (that you have an
interest on) and present the• Problem statement
• Objective of this research
• Target population
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Module Code and Module Title Title of Slides
Quick Review Question
• What is Research?
• Name the TWO (2) purposes of research.
• What are the two main types of research
papers?• Outline in-detail the 7-steps involved in the
research process.
• Distinguish between qualitative and quantitative
research.
• Distinguish between exploratory, descriptive and
causal research approaches.
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Module Code and Module Title Title of Slides
Independent Learning Activities
• Read Sekaran (2000), pp. 1-9 to enhance
knowledge and understanding.
• Make own notes.
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Q & A
Question and Answer Session
Recommended