Lecture 4 research process

FACULTY OF BUSINESS

Nurturing professionals with high moral and ethical values

Assoc. Prof. Dr. Mohd Fuad Mohd [email protected]

019-332 6629

10th. October 2016

Business Research (PQS3143)(Lecture 4)

Research Process

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Lecture Objectives

1. Understand the research process2. Understand the research objectives 3. Design problem statement4. Design hypothesis5. Understand data analysis process

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Deduction and Induction

Deductive reasoning: application of a generaltheory to a specific case. Hypothesis testing

Inductive reasoning: a process where weobserve specific phenomena and on this basisarrive at general conclusions. Counting white swans

Both inductive and deductive processes areoften used in research.

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Example

A sales manager might observe that customers areperhaps not pleased as they used to be. Themanager may not be certain that this is really thecase but may experience anxiety and someuneasiness that customer satisfaction is on thedecline.

This process of observation or sensing of thephenomena around us is what gets most of theresearch- whether applied or basic- started.

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Example (cont.) The next step is to determine whether there is a real

problem, and if so, how serious it is. This problemidentification need some preliminary data gathering.

The manager might talk to a few customers to find outhow they feel about the products and customer service.The manager might find that the customers like theproducts but are upset because many of the times theproduct is out of stock, and they perceive the salespersonas not being helpful.

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Example (cont.) From discussions with some of the salespersons,

the manager might discover that the factory does notsupply the goods on time. Salespersons might alsoindicate that they try to please the customers bycommunicating the delivery dates given to them by thefactory.

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Example (cont.) Integration of the information obtained through the

informal and formal interviewing process hashelped the manager to determine that the problemdoes exist.

It also helps the manager to formulate a conceptualmodel or theoretical framework of all the factorscontributing to the problem.

Theoretical framework is needed in quantitativeresearch before research is being conducted.

In qualitative research, framework is expected as aresult of the research finding.

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Example (cont.) Thus, the following factors contribute to the

problem:

Delays by the factory in delivering goods

The notification of later delivery dates that are not kept

The promises of the salespersons to the customers thatcannot be fulfilled

All of these factors contribute to customerdissatisfaction.

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The hypothetico-Deductive Method

The seven steps involved in the hypothetico-deductive method of research :1. Identify a broad problem area2. Define the problem statement3. Develop hypotheses4. Determine measures5. Data collection6. Data analysis7. Interpretation of data

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Identify a broad problem area If the manager notice a drop in sales, incorrect

accounting results, low-yielding investment, disinterestedness of employees in their work, and the like, could attract the attention of the manager to do a research project.

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Define the problem statement• Scientific research starts with a definite aim or

purpose.

• A problem statement states the general objective of the research.

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Develop hypotheses

The network of associations between the problem and the variables that affect it is identified.

A scientific hypothesis must meet two requirements:

1. The hypothesis must be testable

2. The hypothesis must be falsifiable (we can only prove our hypotheses until they are disproved).

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Determine measures

The variables in the theoretical framework should bemeasurable in some way.

Some variables can not be measure quantitatively,such as unresponsive employees, we need tooperationalize this variable.

Measurement of variables is will be discussed in futurelectures (chapters).

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Data collection

Data with respect to each variable in the hypothesisneed to be obtained.

There are two types of data:

- Quantitative data

- Qualitative data

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Data Analysis In this step, the data gathered are statistically

analyzed to see if the hypotheses that were generatedhave been supported.

Analyses of both quantitative and qualitative data canbe done to determine if certain relations areimportant.

BUT relational research (to find relationship betweenvariables) cannot be done using Qualitative method

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Data Analysis

Qualitative data refer to information gatheredthrough interviews and observations. These datausually for objects than can not be physicallymeasured, like feelings and attitudes.

Quantitative data refer to information gatheredabout objects that can be physically measured. Theresearcher could obtain these data through thecompany records, government statistics, or anyformal records.

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Interpretation of data

Now we must decide whether our hypotheses aresupported or not by interpreting the meaning of theresults or the data analysis.

Based on these results, the researcher would makerecommendations in order to solve the problem inhand.

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Example of the Application of the Hypothetico-Deductive Method Observation of the CIO Dilemma

The Chief Information Officer (CIO) of a firm observesthat the newly installed Management InformationSystem (MIS) is not being used by middle managers asmuch as was originally expected.

“There is surely a problem here,” the CIO exclaims.

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Example (cont.)

Information Gathering through Informal Interviews

- Talking to some of the middle-level managers, the CIOfinds that many of them have very little idea as to whatMIS is all about, what kinds of information it couldprovide, and how to access it and utilize theinformation.

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Example (cont.)

Obtaining More Information throughLiterature Survey

- The CIO immediately uses the Internet to explorefurther information on the lack of use of MIS inorganizations.

- The search indicates that many middle-level managers arenot familiar with operating personal computers.

- Lack of knowledge about what MIS offers is also found tobe another main reason why some managers do not use it.

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Example (cont.) Formulating a Theory

- based on all this information, the CIO develops atheory incorporating all the relevant factorscontributing to the lack of access to the MIS bymanagers in the organization.

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Example (cont.)

Hypothesizing

From such a theory, the CIO generates varioushypotheses for testing, one among them being:

- Knowledge of the usefulness of MIS would helpmanagers to put it to greater use.

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Example (cont.)

Data Collection

The CIO then develops a short questionnaire on thevarious factors theorized to influence the use of the MIS bymanagers, such as:

- The extent of knowledge of what MIS is

- What kinds of information MIS provides

- How to gain access to the information

- The level of comfort felt by managers in using computers ingeneral

- How often managers have used the MIS in the preceding 3months.

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Example (cont.)

Data Analysis

The CIO then analyzes the data obtained through thequestionnaire to see what factors prevent the managersfrom using the system.

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Example (cont.)

Interpretation of dataBased on the results, the manager deduces or concludesthat managers do not use MIS owing to certain factors.

• These deductions help the CIO to take necessary actions tosolve the problem, which might include, among otherthings:

- Organizing seminars for training managers on the use ofcomputers, and

- MIS and its usefulness.

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Choosing a Topic

Choosing a research topic

It is one of the biggest challenge (and the very first one) indoing research.

Tips:

Choose a topic that you are interested in!

Narrow the topic to something manageable.

“YOU ARE NOT GOING TO CHANGE THE WORLD”

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Nurturing professionals with high moral and ethical values(cont.) Think of the who, what, when, where and why questions:

WHY did you choose the topic? What interests you aboutit? Do you have an opinion about the issues involved?

WHO are the information providers on this topic? Whomight publish information about it? Who is affected by thetopic? Do you know of organizations or institutionsaffiliated with the topic?

WHAT are the major questions for this topic? Is there adebate about the topic? Are there a range of issues andviewpoints to consider?

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Using Google Scholar https://scholar.google.com.my/intl/en/scholar/help.html

http://vreccc.hubpages.com/hub/Finding-Research-Paper-Topics-with-Google-Schoar

WHERE is your topic important: at the local, national orinternational level? Are there specific places affected by thetopic?WHEN is/was your topic important? Is it a current event oran historical issue? Do you want to compare your topic bytime periods?

(cont.)

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Other Types of Research

Case studies, and

Action research

Are sometimes used to study certain types of issues.

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Case Studies

Case studies involve in-depth analyses of similar situations in other organizations, where the nature and definition of the problem is the same as experienced in the current situation.

If a particular hypothesis has not been supported even in a single other case study, the researcher could ignore that hypothesis.

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Case Studies

Case studies are not often undertaken in organizations because:

1. It is very seldom to find similar problems happened in an organizations of the same size and same type of setting.

2. Many companies prefer to guard their problems and their data.

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Action Research

Action research is sometimes undertaken by consultants who want to initiate change processes in organizations.

Action research methodology is most appropriate while effecting planned changes.

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Action Research The researcher begins with a problem that is

already identified, and gathers relevant data toprovide a tentative problem solution.

This solution is then implemented, with theknowledge that there may be unintendedconsequences following such implementation.

The effects are then evaluated, defined, anddiagnosed, and the research continues on anongoing basis until the problem is fullyresolved.

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Ends of Discussion

Education

Lecture 4 research process