Research Methods
What do you want to know?
What about this Course?
What can I do with this Course?
ContentContentAreaArea
ResearchableQuestions
ResearchResearchDesignDesign
MeasurementMeasurementMethodsMethods
SamplingSampling DataDataCollectionCollection
Statistical Statistical AnalysisAnalysis
ReportReportWritingWriting??
Learning Traits in this Course
PRACTICEPRACTICE what you learn, not just memorise (you’ll get lots of practice in this course)
Question the question Talk with many people Break the problem into smaller pieces Dare to be silly
Course Expectations
Listen intelligently Assess information critically Question the question Dare to be silly Simplify, simplify Participate, participate, participate
What is Research?
Consider this story: A letter was written by someone who had just
moved with her two cats from the city to a house in the country. In the city she had not let her cats outside and felt guilty about confining them. When they arrived in the country, she threw her back door open. Her two cats cautiously went to the door and looked outside for a while, then returned to the living room and lay down. Her conclusion was that people shouldn’t feel guilty about keeping their cats indoors – that even when they have the chance, cats don’t really want to play outside.
Question: What is this person error in reasoning?Question: What is this person error in reasoning?
You are camping and you go to turn on your flashlight and it doesn’t work. So what is wrong with it?
What is Research?
“…the systematic process of collecting and analyzing information (data) in order to increase our understanding of the phenomenon about which we are concerned or interested.”
(Source: Leedy P. D. and Ormrod J. E., Practical Research: Planning and Design, 7th Edition. 2001)
What is Research?
Research is simply the process of thoroughly studying and analysing the situational factors surrounding a problem in order to seek out solutions to it. Research is empirical Research should be systematic Research should be valid Research should be reliable Research can take on a variety of forms Research → READ and SEARCHREAD and SEARCH
What is NOT Research?
Research isn’t information gathering: Gathering information from resources such
books or magazines isn’t research. No contribution to new knowledge.
Research isn’t the transportation of facts: Merely transporting facts from one resource to
another doesn’t constitute research. No contribution to new knowledge although this
might make existing knowledge more accessible.
Research Characteristics
Originates with a question or problem. Requires clear articulation of a goal. Follows a specific plan or procedure. Often divides main problem into subproblems. Guided by specific problem, question, or
hypothesis. Accepts certain critical assumptions. Requires collection and interpretation of data. Cyclical (helical) in nature.
Deductive Reasoning A.k.a., Logic.
In deductive reasoning, thinking proceeds from general assumption to specific application
GENERAL GENERAL SPECIFIC SPECIFIC Aristotle and other early philosophers
Drawing conclusions through categorical syllogism. All philosophers are moral. Socrates is a philosopher.
Therefore, Socrates is moral. Resistance training makes one big and bulky by increasing
body mass. Sandi is resistance training. Therefore, Sandi will become big and bulky.
Not sufficient as a source of new truth
Inductive Reasoning
Conclusions about events (general) are based on information generated through many individual and direct observations (specific). SPECIFIC SPECIFIC GENERAL GENERAL Researchers observe an individual or group
of individuals from a larger population based on these observations, generalizations are made back to the larger population.
Deductive vs. Inductive Reasoning
Deductive: Every mammal has lungs. All rabbits are
mammals. Therefore, every rabbit has lungs.
Inductive: Every rabbit that has been observed has
lungs. Therefore, every rabbit has lungs.
Insert figure 2.1
Deductive and Inductive Reasoning
Scientific Methods in Research
Systematic; cyclic; series of logical steps. Identifying the problem Formulating a hypothesis Developing the research plan Collecting and analyzing the data Interpreting results and forming
conclusions
Scientific Methods in Research
Purposiveness Rigour Testability Replicability Accuracy Objectivity Generalisability Parsimony
Is sufficient time available before
a managerial decision
must be made?
Is the infor-mation already
on handinadequate for making
the decision?
Is the decision of considerable
strategicor tactical
importance?
Does the value of the research
informationexceed the cost of conducting
research?
ConductingResearch
Do Not Conduct Research
Time ConstraintsAvailability of
Data Nature of the DecisionBenefits vs. Costs
Yes YesYesYes
No No No No
Determining When to Conduct Research
Insert figure 2.2
Research Process
Copyright © 2003 John Wiley & Sons, Inc. Sekaran/RESEARCH 4E
Research Method Framework → Quantitative and Qualitative Research
(Source: Ruth [email protected]/.../04/research%20methods.JPG)
Topics Covered
Research Operationalization, Research Design and Scientific Process
Different Research Methods and Research Ethics Quantitative versus Qualitative Research What is Qualitative Research?
Orientations to Qualitative Research (Types) Common Techniques Used In Qualitative Research Observation Methods What to do with Qualitative Data
Topics Covered
Primary and Secondary Data Research in a Digital Age
Measurement and Scaling of Variables Attitude Measurement Conceptual Definition vs Operational Definition Scaling, Reliability and Validity
Survey Research Questionnaire Design and Development Role Play: Interviews Using A Questionnaire Role Play: Focused Group Discussion Using
Guide Questions
Topics Covered
Sampling Design and Sampling Procedures How to use SPSS?
Editing and Coding: Transforming Raw Data into Information (SPSS)
Interpretation of Data (SPSS and Qualitative Output Basic Data Analysis
Descriptive vs. Inferential Information Univariate, Bivariate and Multivariate Analysis
Presenting Insights and Findings: Written and Oral Reports Research Work Plan: Budget, Timetable, Collaboration,
etc