RESEARCH METHODOLOGY:I INTRODUCTION TO RESEARCH METHODOLOGYII QUALITATIVE RESEARCH

2019 1

I Introduction to research methodology

2

Pragmatism Positivism Realism Interpretivism

Popular data collection method

Mixed or multiplemethod designs,quantitative and qualitative

Highly structured,large samples,measurement, quantitative, but can use qualitative

Methods chosen must fit the subject matter, quantitative or qualitative

Small samples, in-depthinvestigations, qualitative

3

Research philosophy can be pragmatism positivism, realism, or interpretivism

4

5

6

Ontological positivism

Methodological post-positivism

foundations

Epistemological interpretivism

costructionism

7

Methodology – the study of methods involved in some field, attempt endeavor, or in problem solving

Method – a (systematic) codified series of steps taken to complete a certain task or to reach a certain objective

Methodology is defined as:• “the analysis of the principles of methods,

rules, and postulates employed by a discipline”;• “the systematic study of methods that are, can

be, or have been applied within a discipline”; or• “a particular procedure or set of procedures”

• a collection of theories, concepts or ideas

• comparative study of different approaches

8

Types of research Methods According to the Purpose of the Study

Applied Research Fundamental Research

§ Tries to eliminate the theory by adding to the basics of a discipline§ Problems are analysed from the point of one discipline or multidisciplinary perspectives§ Generalisations are preferred§ Forecasting approach is implemented

§ Aims to solve a problem by adding to the field of application of a discipline§ Often several disciplines work together for solving the problem§ Aims to say how things can be changed

9

Types of Research Methods according to Research Design

Exploratory research Conclusive research

Structure Loosely structured in desingWell structured and systematic in design

MethodologyAre flexible and investigative in methodology

Have a formal and definitive methodology that needs to be followed and tested

HypothesesDo not involve testing of hypotheses

Most conclusive researches are carried out to test the formulated hypotheses

Findings

Findings might be topic specific and might not have much relevance outside of researcher’s domain

Findings are significant as they have a theoretical or applied implication

10

Types of research methodology

Quantitative, Mixed, and Qualitative Research

Quantitative Research Mixed Research Qualitative Research

Scientific method

Confirmatory or

“top-down”Confirmatory and exploratory

Exploratory or

“bottom-up"

The researcher tests hypotheses

and theory with data.

The researcher generates or

constructs knowledge, hypotheses,

and grounded theory from data

Ontology (i.e., nature of

reality/truth)

Objective, material, structural,

agreed-upon

Pluralism; appreciation of objective,

subjective, and intersubjective reality

and their interrelations

Subjective, mental, personal, and

constructed

Epistemology (te., theory of

knowledge)Scientific realism; search for Truth;

Dialectical pragmatism; mixture of

universal (e.g, always be ethical) and

community-specific needs-based

standards

Relativism; individual and group

justification; varying standards

View of human thought and

behaviorRegular and predictable

Dynamic, complex, and partially

predictable

Situational, social, contextual,

personal, and unpredictable

Most common research objectives

Quantitative/numerical

description, causal explanation,

and prediction

Multiple objectives; provide complex

and fuller explanation and multiple

perspectives

Qualitative/subjective description,

empathetic understanding, and

exploration

InterestIdentify general scientific laws;

inform national policy.

Connect theory and practice;

understand multiple causation,

Understand and appreciate particular

groups and individuals; inform local

policy.11

Qualitative Quantitative

Definitions a systematic subjective a formal, objective, systematic

Goals To gain insight; explore the depth To test cause and effect relations

Characteristics • Holistic

• Subjective

• Inductive reasoning

• Develops theory

• Interpretation

• Basic element of analysis: words

• Uniqueness

• Reductionistic

• Objective

• Logistic, deductive reasoning

• Knowing cause & effect, relationships

• Tests theory

• Basic element of analysis: numbers,

statistical analysis

• Generalization

Comparison of qualitative & quantitative research

12

Qualitative and Quantitative research

Qualitative Research Quantitative Research

When to use it

• When in-depth understanding of a specific issue is required

• To understand behavior, percepton and prioritie ofaffected

community

• To explain information provided through quantitative data

issues

• To emphasize a holistic approach (processes and outcomes)

• When the assessor only know roughly in advance what what

he'she is looking for

Recommended during earlier phases of assessments

• To get a broad comprehensive understandng of thesituation

• To get socio-demographic characteristics of the population

• To compare relations and correlations between different

issues

• When accurate and precise data is required

• To produce evidence about the type and size of problems

• When the assessor knows clearly in advance what he'she is

looking for

Recommended during latter phases of assessments

Objectives and

main features

• To explore, understand phenomena

• Provides in depth understanding of specfic issues

• Detailed and complete information, contextualization

interpretation and description

• Perspectives, opinions and explanations of affected populations

toward events, beliefs or practices

• To seek precise measurement quantify, confirm hypotheses

• Provides a general overview

• Provides demograptvc characteristics

• Objective and reliable

• Apt for generalization

• Objectively verifiable

• Prediction. causal explanation

Data format

• Data can be observed but not measured

• Manly textual (words, pictures, audio, video), but

alsocategorical

• Data which can be counted or measured. Involves amount

measurement or anything of quantity

• Mainly numerical and categorical values

Methods

• Individual interviews

• Key informant interviews

• Semi-structured interviews

• Quick counting estimates

• Sampling surveys

• Population movement tracking

13

Sampling • Non random (purposive) • RandomStudy design and

instruments

• Flexible, the assessor is the primary instrument for data

collection and analysis.• Fixed, standards control the assessor’s bias.

Questionnaire

tool typesChecklist with open questions and flexible sequence Prede• termined questionnaire with sequence and structure

Analysis

• Use inductive reasoning

• Involves a systematic and iterative process of searching, categorizing and integrating data

• Describes the meaning of research findings from the perspective of the research participants

• Involves developing generalizations from a limited number of specific observations or experiences

• Analysis is descriptive

• Uses deductive methods

• Descriptive statistics

• Inferential statistics

Perspective

• Looks at the whole context from within

• Searches for patterns

• Lends itself to community participation. Seeks depth of

perspective though ongoing analysis (e.g. Waves of data)

• Looks at specific aspects from the outside

14

Qualitative and Quantitative Research Strategies

Qualitative Quantitative

Belief that the world is not stable, coherent and uniform.

The purpose is to explain and gain insight and understanding of

phenomena through intensive collection of narrative data.

Generate hypotheses to be tested, inductive.

Belief that we inhabit a relatively stable, uniform, and coherent

world.

The purpose is to explain, predict, and/or control phenomena

through focused collection of numerical data.

Test hypotheses, deductive.

Approach to Inquiry

Inductive, value-laden (subjective), holistic, process- oriented Deductive, value-free (objective), focused, outcome- oriented

Hypotheses

Un confirmed tentative, evolving, based on particular study Specific, testable, stated prior to particular study

Review of Related Literature

Limited Extensive

Does not significantly affect particular study Does significantly affect particular study

Research Setting

Naturalistic (as is) to the degree possible Controlled to the degree possible

Sampling

Purposive: Intent to select “small,” not necessarily

representative, sample in order to acquire in-depth

understanding

Random: Intent to select “large,” representative sample in

order to generalize results to a population

Measurement

Non-standardized, narrative, ongoing Standardized, numerical, at the end

15

Design and Method

Flexible, specified only in general terms in advance of study

Nonintervention, minimal disturbance All Descriptive—

History, Biography, Ethnography, Phenomenology, Grounded Theory, Case

Study, (hybrids of these) Consider many variable, small group

Structured, inflexible, specified in detail in advance of study

Intervention, manipulation, and control

Descriptive

Correlation

Causal-Comparative

Experimental

Consider few variables, large group

Data Collection Strategies

Document and Artifact Collection Observation (participant, non-

participant)

Interviews/Focus Groups

(unstructured, in-/formal)

Administration of questionnaires

(open ended)

Taking of extensive, detailed field notes

Observation (non-participant)

Interviews and Focus Groups

(semi-structured, formal)

Administration of tests and questionnaires

Data Analysis

Raw data are in words Raw data are numbers

Essentially ongoing, involves synthesis Performed at end of study, involves statistics

Data Interpretation

Conclusions tentative, reviewed on an ongoing basis, generalizations

speculative or nonexistent

Inferences/generalizations are the reader’s or consumer’s responsibility.

Conclusions and generalizations formulated at end of study, stated with

predetermined degree of certainty Inferences/generalizations are the

researcher’s responsibility

Never 100% certain of our findings.

16

“Focus”Narrow-angle lens, testing

specific hypothesesMultilens focus

Wide-angle and “deep-angle" lens,

examining the breadth and depth of

phenomena to learn more about

them

Nature of observation

Study behavior under controlled

conditions; isolate the causal

effect of single variables.

Study multiple contexts,

perspectives, or conditions; study

multiple factors as they operate

together.

Study groups and individuals in

natural settings;

Form of data collectedCollect quantitative data based on

precise measurement Collect multiple kinds of data.

Collect qualitative data such as

indepth interviews, participant

observation, field notes, and open-

ended questions.

Nature of data VariablesMixture of variables, words,

categories, and imagesWords, images, categories

Data analysisIdentify statistical relationships

among variables.

Quantitative and qualitative analysis

used separately and in combination.

Use descriptive data; search for

patterns, themes, and holistic

features; and appreciate

difference/variation.

Results

Generalizable findings providing

representation of objective

outsider viewpoint of populations

Provision of “subjective insider” and

“objective outsider" viewpoints;

presentation and integration of

multiple dimensions and

perspectives

Particularistic findings; provision of

insider viewpoints

Form of final report

Formal statistical report (e.g., with

correlations, statistical

significance of findings)

Mixture of numbers and narrativeInformal narrative report with

contextual description 17

RESEARCH DESIGN AND METHODOLOGY

18

Research Purpose The goal is: theory testing

theory building knowledge creationtheory extension knowledge transfer

Research

Purpose

Underlying

EpistemologyResearch Methodologies

Theory

building

Deductive/Ind

uctive

Generalized ideas → specific observations

Theory → hypothesis → Observation → ConfirmationSpecial theory of Relativity (Einshtein.A)

Atomic model, liquid helium II (N.Bohr)

Superconductivity/super fluidity – Landau.L

Theory

testingInductive/dedu

ctive

Specific observations → generalized ideas

Observation → Pattern → tentative hypothesis → Theory(Liquid helium - super fluidity/superconductivity P.Kapitsa)

19

HYPOTHESIS It is a tentative prediction or explanation of two or more variables

A hypothesis is an idea or proposition that can be tested by observations or experiments,

Gregor Mendel in 1865:

1. In the organism there is a pair of factors that controls the appearance of a given

characteristics

2. The organism inherits these factors from its parents, one from each

Law – a description of how natural phenomenon will occur under certain circumstances

• Newton’s Law of Universal Gravitation

• The Law of Conservation of Energy

TYPES OF SCIENTIFIC MODELSModel

A representation designed to show the structure or workings of an

object, system

Physical Model Such as or a model of an atom or a model of Jet fighter

Mathematical ModelConstructed from mathematical equations (population growth or

climate patterns)

Conceptual ModelSystem of ideas or comparisons that support an idea such as

the Big Bang Theory.

TheoryExplanation that ties together many hypothesis and

observations.20

Iconic models - a mirror image of the target.

Idealized models - a limited set of properties (Philips curve as a relationship between inflation and unemployment)

21

Research models:

Analogical models - the hydraulic model of an economic system,

- the billiard ball model of a gas,

- the computer model of the mind liquid drop model of the nucleus.

Models of theory - Euclidean axioms and the theorems derived from these axioms.

Axiom: any two points can be joined by a straight line,

Theorem – the number of primes is infinite.

Simulation - simulation study managing uncertainty in supply chains,

- simulation of a system or model of life, circumstances.

22

23

24

25

26

Core concepts for describing reality in non living and living systems.

space system

time entropy

relativity change

life casualty

consciousness structure

complexity function

fields interactions

energy diversity

particles organization

27

28

29

General system research:

Cybernetics

Complex adaptive systems

Living systems theory

Organizational theory

Information system theory

Systems engineering

Sociocybernetics (+sociology)

Systems biology

System dynamics

System psychology

30

DYNAMIC SYSTEM THEORY

Child development and behavior31

Dynamic system theory – complex dynamical systems, by employing

differential equation-the neo-Piagetian theories of cognitive development

The learner’s mind – A state of disequilibrium

The spontaneous creation of coherent forms

Newly formed macroscopic and microscopic structures support each

other, speeding up the process.

32

A dynamic system has a state determined by a collection or real

33

34

35

To Explore Basic Research Problems at the Interfaces of Disciplines

• Cognitive Science embraces anthropology, artificial intelligence,neuroscience, education, linguistics, psychology, and philosophy.

• Biology has become more quantitative, its points of overlap with themathematical sciences and the physical sciences have become morenumerous making sense of, for example, genomics, proteomics (study ofproteins), epidemiology, structural biology, and ecology.

• Ecology and economics have a common origin, to facilitate“understanding between economists and ecologists and the integrationof their thinking” with the goal of developing a sustainable world.

36

Multidisciplinary

• Multiple disciplinary goal setting under one thematic umbrella

• Disciplinary theory development

Interdisciplinary

• Crosses disciplinary boundaries

• Common goal setting

• Development of integrated knowledge and theory

Trans disciplinary

• Crosses disciplinary and scientific/academic boundaries

• Common goal-setting

• Integration of disciplines and non academic participants

37

A Multidisciplinary:Join together to work on common problem,

B Interdisciplinary:Join together to work on common problem. Interaction may forge new field or discipline

38

System theories:

General relativity Einstein.A

Big Bang theory (Georges Lemaitre and)

Expanding Universe theory (Friedmann.A)

Bohr N – principle of complementarity – particle and wave aspects of physical objects are complementary phenomena.

39

Ludwig von Bertalanffy – General system theory- Theory of open system

• Systems as a whole had properties and perhaps even laws, that were different from, and could not be reduced to, the properties and laws of their components.

• living systems - thermodynamic equilibrium (complete chaos and maximum entropy, living systems maintain themselves in a high state of order (or information).

• In open systems we have not only production of entropy due to irreversible processes, but also import of negative entropy.

40

General relativity: OTO

В специальной теории относительности Эйнштейн доказал, что пространство и времяне существуют независимо друг от друга, но вместе составляют структурупространственно-временного континуума. С появлением ОТО структурапространства-времени перестала быть простым вместилищем тел и событий. Онаобрела собственную динамику, определяемую движением тел внутри нее и, в своюочедерь, влияющую на движение.

Четырехмерное пространство-время, в котором нахoдятся тяготеющие тела,искривляется. Искривление означает геометрическое изменение свойств.Пространство-время оказывает воздействие на материю, задавая направлениедвижения, а материя воздействует на пространство-время, искривляя его. Время иматерия взаимодействуют непрерывно. Общая теория относительности описываетвлияние массы на пространcтво-время. Чем сильнее поле тяготения и чем ближевремя к массе, тем медленней оно течет. И наоборот, чем дальше время от массы,тем быстрее (Хокинг, Пенроуз 2000)

Искривление ткани пространства-времени объясняло, ее эквивалент-ностьускорению и общую относительность всех форм движения.

(ОЕ. Баксанкий. Когнитивная картина мира, созданная А.Эйнштейном: 100 лет общейтеории относительности. Вопросы философии 2017, №1, р78)

41

WHY STUDY PHYSICS?

BRAIN QUANTUM BRAIN SMART TECHNOLOGIES

42

43

Analogy: Social life, psychology and networks

44

Fundamental forces of nature • Gravity: attraction between masses

- for masses much larger than 2 individual atoms

• Electromagnetic: electric & magnetic forces

- Motions of electrically charged particles

• E.g., electrons, protons, atoms, molecules

- Structure of atoms and molecules- Properties of light & its interaction

with matter • Strong nuclear

- Binds protons & neutrons within atom’s nucleus

• Weak nuclear- Decay of unstable (radioactive) elements

45

Applications: Business and market research human biologyenvironmental science etc.

Data management Analysis

Acquisition and Recording

Extraction,Cleaning and Annotation

Integration, Aggregation and Representation

Modeling and Analysis

Interpretation

10 KEY TYPES OF DATA ANALYSIS METHODS

46

47

II Qualitative research

48

Purpose • to describe experiences as they are lived

• examines uniqueness of individual's lived situations

Research question

development

• What is the nature of the human being?

• How is the diffusion of air freshener in fluenced

Method • Sampling & data collection

• Describe the phenomenon

• Direct observation

• Audio or videotape

Data analysis • Classify & rank data

(Big data-mixed approach)

Outcomes • Data interpretation, from subject's point-of-view

• Structural explanation of findings is developed

Specific qualitative approaches

Phenomenology

49

Purpose - to describe a culture's characteristics

Method • Identify culture, variables for study, & review literature

• Data collection - gather data through direct observation &

interaction with subjects

Analysis - describe characteristics of culture

Outcomes - interpretation of culture

Ethnography

50

Historical

Purpose - describe and examine events of the past to understand the present and

anticipate potential future effects

Method • Formulate idea

• Develop an inventory of sources

• Clarify validity & reliability of data

• To organize investigative process

• Collect data

Analysis • synthesis of all data;

Outcomes • presentation - biography, chronology

51

Case study

Purpose • describe in-depth the experience of a person, family,

community, or institution

Method • direct observation and interaction with subject

Analysis • synthesis of experience

Outcomes • in-depth description of the experience

Data collection

• Interview with audiotape & videotape

• Direct, non-participant observation

• Participant observation

Bracketing

• Complete absorption in phenomenon

• Keeping an open context

• Analysis and interpretation of data

52

• Natural settings (e.g. hospital, schools)

• Observer can be covert or overt

• Observations are not systematic

• Researcher engages in variety of

activities: participation, documentation,

interviewing

• Balance between participation and

observation

• Notes of observations: substantive,

methodological, analytical

Advantages

• Useful when phenomena cannot

be replicated in lab

• Insight into chronology of events

& development over time

Disadvantages

• Reliability and validity

• Outsiders perspective

53

Participant observation

Semi-structured Interviews

• Usually face-to-face (but

also: telephone/internet)

• Order of questions is flexible

• Relatively non-directive, but not

completely

Recording the Interviews: Establishing set of categories/ codes from textual data

(questionnaires, interviews)

• Consider reliability and validity

54

Interviews

• Unstructured

• Semi-structured

• Structured

Purpose - theory

development

• Formulation, testing of propositions to develop a theory

Method - a

comparative

process

• Data collection - interview, observation, record review, or

combination

Analysis • Theory supported by examples from data

• Concept development

• Concept modification & integration

Grounded theory

55

‘GLASERIAN’ ‘STRAUSSIAN’

Emerging theory Forcing the theory, with structured questions

Development of a conceptual theory Conceptual description (description of situations)

Theoretical sensitivity (the ability to perceive

variables and relationships) comes from immersion

in the data

Theoretical sensitivity comes from methods and tools

The theory is grounded in the data The theory is interpreted by an observer

The credibility of the theory, or verification, is

derived from its grounding in the data

The credibility of the theory comes from the rigour of

the method

The researcher is passive The researcher is active

Data reveals the theory Data is structured to reveal the theory

Coding is less rigorous Coding is more rigorous and defined by technique.

Codes are derived from ‘micro-analysis

Two coding phases or types, simple (fracture the

data then conceptually group it) and substantive

(open or selective, to produce categories and

properties)

Three types of coding, open (identifying, naming,

categorising and describing phenomena), axial (the

process of relating codes to each other) and selective

(choosing a core category and relating other categories

to that)

Regarded by some as the only ‘true’ GTM, Google

toolbox for mac

Regarded by some as a form of qualitative data analysis

(QDA Qualitative data software)

Grounded theory

56

57

Example from diabetes study

Variables 13-19 Years 20-25 Years 26-35 Years

General Food

Category Likes

• Fast food and ‘handy’

food with friends

• Desi Food with family

• Fast food

(pizza and

burgers)

• Desi food

• Fast food

• Continental Food

• Good understanding of why

it is called fast food

What to eat

depends on:

• Mood

• Budget (some cuisines

are considered

expensive)

• Money

• Distance or

accessibility

• Mood depends upon whether

you are dinning out with

friends or with family

Which

restaurant to

order from

depends on:

• Budget

• Food category (mood)

• Consultation with friends

• Time taken for delivery

• Delivery Charges

• Budget

• Location

• Consulting

with friends

• Mood

• Quality

• Time taken for delivery

58

Qualitative market research

• Observations or “Shop-Alongs”

• In-Home Videos

• Lifestyle Immersion and real dialogue

• Online Focus Groups

How to Analyze Qualitative Data: Qualitative data can be classified codified and summarized

Multidisciplinary research: (Ethogenic and psychology research)

Neuro marketing: A qualitative analysis of a manager’s perception

“Freud Psychoanalysis theory 1839 determines that most behavior is controlled by unconscious mind.”

“95% of our behavior is based upon unconscious drivers“

Figure: Unconscious Mind, Emotion And Human Behavior In Decision Making

59

Writing a research paper and thesis

Qualitative format I

Introduction

• Statement of the problem

• Purposes of the study

• The Grand tour question and sub questions

• Definition of terms

• Significance of the study

Procedure

• Rationale for a qualitative design

• Data collection

• Data reduction /Analysis procedures

• Methods for verification

• Outcome of the study and its relation to theory

• Appendices

60

Qualitative Format II

• Introduction and General topic

• Statement of the problem

• Significance of the research

• Sample selections

• Research strategies

• Data collection techniques

• Managing and recording data

• Data analysis strategies

• Management plan, timeline, feasibility

• Appendices

61

Master’s thesis example

Chapter I. Introduction

Chapter II. Theory. Literature review. Organize by idea

Chapter III. Methods. Outline in a few pages.

Chapter IV. Findings.

Chapter V. Discussion.

Chapter VI. Conclusion.

Appendices

Bibliography.

62

Writing a dissertation (Ph.D)

Chapter 1: Purpose and Significance of the study

Chapter 2: Review of the literature

Chapter 3: Methodology

Chapter 4: Findings

Chapter 5: Discussion

63

Dissertation Outline

Chapter 1: Introduction

• Introduction

• Background of the Problem

• Statement of the Problem

• Purpose of the Study

• Research Questions

• Significance of the Study

• Definition of Terms

• Assumptions, Limitations, and Delimitations

• Conclusion

Chapter 2: Review of the Literature

• Introduction

• Search Description

• Conceptual or Theoretical Framework

• Review of Research (organized by variable or themes)

64

Chapter 3: Methodology (Qualitative)

• Introduction

• Research Design

• Research Questions

• Setting

• Participants

• Data Collection

• Data Analysis

• Conclusion

Chapter 3: Methodology (Quantitative)

• Introduction

• Research Design

• Research Questions and Hypotheses

• Population and Sample

• Instrumentation

• Data Collection

• Data Analysis

• Conclusion 65

Chapter 3: Methodology (Mixed)

• Introduction

• Research Design

• Research Questions and Hypotheses

• Setting and Sample

• Data Collection

• Data Analysis

• Conclusion

Chapter 4: Research Findings

• Introduction

• Findings (organized by Research Questions or Hypotheses)

• Conclusion

Chapter 5: Conclusions, Discussion, and Suggestions for Future Research

• Introduction

• Summary of Findings

• Conclusions (organized by Research Questions or Hypotheses)

• Discussion

• Suggestions for Future Research

• Conclusion 66

67

Team Example

Topic Side effect of chemotherapy

Research problem (problem statement)

Nausea and vomiting are common side effects among patients on chemotherapy, and interventions to date have been only moderately successful in reducing these effects. New interventions that can reduce or prevent these side effects need to be identified.

Statement or purpose The purpose of the study is to compare the effectiveness of patient-controlledversus nurse-administered antiemetic therapy for controlling nausea and vomiting in patients on chemotherapy.

Research question What is the relative effectiveness of patient-controlled antiemetic therapy versus nurse-controlled antiemetic therapy with regard to (1) medication consumption and (2) control of nausea and vomiting in patients on chemotherapy?

Hypotheses Subjects receiving antiemetic therapy by a patient-controlled pump will (1) be less nauseous, (2) vomit less, and (3) consume less medication than receiving nurse-administered therapy.

68

Terms Relating to Research Problems With Examples

69

Formulation

Descriptive research What are the characteristics of x? Who should

perform x? What does x look like?

Comparative research What are the differences between x and y? What

are the similarities?

Defining research What stage of the development is x in? How can

x be characterized? What is an example of x?

Evaluative/normative research What are the positives or values of x? How well

does x work? How appropriate or desirable is

x? What are the advantages and disadvantages

of x?

Explanatory/exploratory research What is x a consequence of? How did that

happen? What are the causes?

Predictive testing To what extent will x happen? What will cause

it to happen? What must actors be prepared

for?

Framing, problem-solving and advisory How can it be ensured that x happens? How

can x be undertaken? What can be done to solve

problem x?

Testing research What effect does x have on y? Is x more ___

than y?

Research question type

70

Research question

How viral marketing affects consumer behavior among university

students in Hong Kong?

Research objective 1

To assess the current level of popularity of social media among

university students in Hong Kong

Research objective 2

To identify the main factors impacting the efficiency of viral

marketing among university students in the UK

Research objective 3

To forecast the implications of social media on consumer behavior

among university students in Hong Kong

71

To study the impacts of management practices on the levels of employee

motivation at Coca-Cola US by December 5, 2018

Analyzing changes in consumer behaviour in catering industry in the

21𝑡ℎcentury in the UK by March 1, 2019

Formulating recommendations to Toyota Motor Corporation management on

the choice of appropriate strategy to enter Vietnam market by June 9, 2018

Assessing impact of integration of social media into marketing strategy on the

level of brand awareness by March 30, 2017

Identifying main time-management strategies used by managers of Accenture

France by December 1, 2017

SMART research objectives

Writing a research paper

Abstracts and keywords:

Introduction

Why is your research important?

What is known about the topic?

What are your hypotheses?

What are your objective?

Materials and Methods

The introduction should have some of the following elements

a short story, example, statistic single datum, or historical context that introduces the paper topic

an overview of any issues involved with the subject

tell what the overall paper will focus on

briefly outline the main points in the paper

Give strong examples, details, and explanations to support each main points

Address any counterarguments and refuse those arguments

Results

Discussion and Conclusions72

www.humanities.mn

73