Introduction to Research Methods

Cumbria University

Dr Colin Fu

Aims

• Provides an understanding of the methods and techniques used and required when carrying out formal research.

• Addresses a variety of research methodologies

• Offers the learner the opportunity to develop research skills.

Reading List(1)Research Methods for Business Students [Paperback] By Mark N.K. Saunders Adrian Thornhill , Philip Lewis

• Paperback: 656 pages

• Publisher: Financial Times/ Prentice Hall; 5 edition (2 April 2009)

• Language English

• ISBN-10: 0273716867

• ISBN-13: 978-0273716860

(2)Research Methods for Managers [Paperback] By Dr John Gill, Dr Phil Johnson

• Paperback: 288 pages

• Publisher: Sage Publications Ltd; Fourth Edition edition (21 Jan 2010)

• Language English

• ISBN-10: 1847870945

• ISBN-13: 978-1847870940

Reading List

(3)Business Research: A Practical Guide for Undergraduate and Postgraduate Students [Paperback]

By Jill Collis and Roger Hussey (Paperback - 9 Feb 2009)

• Paperback: 420 pages

• Publisher: Palgrave Macmillan; 3rd edition edition (9 Feb 2009)

• Language English

• ISBN-10: 1403992479

• ISBN-13: 978-1403992475

(4)Research Methods for Business (Hair et al) chapters 1, 2 and 3

(5)Business Research Methods (Bryman and Bell) chapters 1 and 25

Learning Outcomes

• Explain how research contributes to good decision making

• Analyse the elements and scope of management research

• Describe processes used in management research

• Explain the role of ethics in management research

How research contributes to good decision making

• Information is collected and stored by organisations

• Needs to be decoded in order to aid decision making.

• Managers need to know how to process and analyse it, using techniques that range from the simple to virtual rocket science!

What does managementresearch cover?

Management research is broad. It involves study of phenomena related to:

• Studying people (customers, employees)

• Understanding groups of people (labour in factories, market segments)

• Examining the interaction of people with systems (audits, management practices)

Questions

Can you think of any examples of the sorts of questions to which managers might seek answers through research?

In small groups, consider the case of Samouel’s Greek Cuisine on pages 23-24 of Hair et al and answer the questions.

The elements and scope of management research

Three phases:

1. Formulation

2. Execution

3. Analysis

Stage 1: Formulation

The formulation phase involves defining the substance and process of the research. It is much like writing a recipe. It provides the ingredients required for the desired result with instructions for how to do it. Stages are:

• Confirm need• Define the problem• Review literature and examine theory• Develop questions and objectives• Specify hypotheses• Formulate research design

Stage 2: Execution

After formulating the research, the execution phase begins. The researcher actively gathers information, which is checked for errors, coded and stored in a way that allows it to be analysed easily. Stages are:

• Select sampling method• Design data collection forms• Collect data• Check for errors• Store data

Stage 3: Analysis

In this phase the data is analysed. Hypothesised relationships are tested and results are analysed to provide answers to key research questions. Stages are:

• Analyse data• Interpretation and inferences• Support or not• Identify limitations• Prepare report

The Scientific Method

The stages in the scientific method are:

• Observation

• Discovery

• Hypothesis development

• Data collection

• Analysis

Observation

• Not a formal process but is a natural event that gives the idea that something needs to be researched.

• For example, a company may have noticed that sales of one of its brands have been on a gradual decline. It may then decide that the matter needs to be investigated in order to find out what the problem is.

Discovery

• This is the discovery of ideas• Come from hunches, intuition or reasoning. • For example : if sales are dropping, managers

might think to themselves “this is probably due to the fact that there are many more brands coming into the market nowadays.”

Discovery

• The idea (or discovery) stems from some order being made of the observations.

• The researcher then begins a preliminary investigation to try to translate the discovery into a testable hypothesis.

Develop Hypothesis

• A hypothesis is a formal statement of an unproven idea that may explain certain facts and these can usually be tested using data.

• Not true nor false

Hypothesis vs. Research Question

• Generally, a hypothesis relates a research question in more specific terms:

• A research question may imply the existence of some relationship,

• The hypothesis will go further by stating the direction of the relationship.

Examples of Research Questions and Corresponding Hypotheses

Research Question A Corresponding Hypothesis

Is sales territory size related to customer service ratings?

Sales territory size maybe negatively related to customer service ratings

Do flexible schedules create increased labour efficiency?

Business units using flexi-time may have lower unit labour costs than those using standard schedules

Does package colour affect product quality ratings?

Consumers may rate products in blue pack-ages higher than those in orange packages

Is region related to beverage consumption?

Inhabitants of countries near the equator may drink more beer per capita than inhabit-ants of countries further from the equator

Is an employee’s gender related to job satisfaction?

Female employees may report higher job satisfaction than male employees in the same job

Inter-relationships between research questions, hypotheses

and theory• Theory provides knowledge that helps make sense as

current events and business problems are compared with existing knowledge of the decision-making situation

• Then research questions are developed with the help of theory, often identifying things that are related to each other.

• Further knowledge may result in stating more specific research questions and formal hypotheses

• The hypotheses may be tested by collecting data and analysing the results

• The results are expected to provide answers to the hypothesised relationships and to reinforce or modify existing theory

Translating research questions and hypotheses into words

The ability to translate research questions and hypotheses into words represents significant progress. This is illustrated in the example given in “Dress-Down Fridays.” (See page 43 of Hair.)

Data Collection

Beyond hypothesis development, the scientific method moves on to the testing phase where data is gathered. It then goes on to be analysed.

Analysis

Analysis is carried out in various ways. If data is given in numbers, then mathematical and statistical methods are used to create figures which have meaning. Relevant data represents facts about hypothesised variables.

Conclusion

• The data is then examined to see if the findings do or do not support the hypothesis.

• Thought is given to the data: inferences are made and statements are drawn up summing up the situation – finally stating whether the hypothesis has been proved and the implications for the business.

What constitutes good scientific methodology?

It is:• empirical – it is compared against reality • replicable or objective – the researcher’s opinion is

independent of the results• analytical – follows scientific method in breaking down

and describing empirical facts• theory driven – relies on the previous body of knowledge• logical – conclusions are drawn from the results based

on logic• it is rigorous – every effort is made to minimise error

Research Proposal

A formal document that summarises what the problem is, how it will be investigated, how much it will cost and how long the research will take to complete. It should have the following sections:

• Project title• Background information (events leading up to

request)• Research strategy & methods• Nature of final report• Schedule & budget• Qualifications of project consultants

Wilhelmina Women’s Clinic

Please read the research proposal of the above name on pages 45-48 of Hair.

Ethics in Management Research

Read the content of the web site below and be prepared to feed back to the whole group on what you find.

http://www.managementhelp.org/ethics/ethics.htm

Further work

1. Use a web-based search engine to find the following information: (a) the number of people employed in automobile manufacturing in the USA, UK, Germany and Japan; (b) basic demographic profiles for Italy, France, Spain and the UK.2. Visit www.advisorteam.com/. Follow the first time user instructions to take the Keirsey Temperament Sorter II. Which personality type do you belong to? Discuss the different types. What types of jobs would you recommend to someone with your personality type? What types of job would you not recommend to someone with your personality type?