Complete Research Process

What Research Is Not

• 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.

What Research Is

• Research is:

“…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.”1

Research is like a journey

ESSENTIALS OF A RESEARCHWhen you say that you are undertaking a research study to find answers to a question, you are implying that the process;

1.is being undertaken within a framework of a set of philosophies ( approaches);2.uses procedures, methods and techniques that have been tested for their validity and reliability;3. is designed to be unbiased and objective .

Philosophies means approaches e.g. qualitative, quantitative and the academicdiscipline in which you have been trained.

Validity means that correct procedures have been applied to find answers to aquestion. Reliability refers to the quality of a measurement procedure that provides repeatability and accuracy.

Unbiased and objective means that you have taken each step in an unbiasedmanner and drawn each conclusion to the best of your ability and withoutintroducing your own vested interest. (Bias is a deliberate attempt to either conceal or highlight

something).

Research is never ending process. It is a cyclical process.

Types of Research

DescriptiveCorrelationalExplanatoryExploratory

Descriptive research - attempts to describe systematically a situation, problem, phenomenon, service or programme, or provides information about , say, living condition of a community, or describes attitudes towards an issue.

Correlational research - attempts to discover or establish the existence of a relationship/ interdependence between two or more aspects of a situation.

Explanatory research- attempts to clarify why and howthere is a relationship between two or more aspects of a situation or phenomenon.

Exploratory research- is undertaken to explore an area where little is known or to investigate the possibilities of undertaking a particular research study (feasibility study/ pilot study).

In practice most studies are a combination of the first three categories.

COMPLETELYCERTAIN

ABSOLUTEAMBIGUITY

CAUSAL ORDESCRIPTIVE

EXPLORATORY

Uncertainty Influences The Type Of Research

Exploratory Research Descriptive Research Causal Research(Unaware of Problem)(Aware of Problem) (Problem Clearly Defined)

“Our sales are declining and “What kind of people are buying “Will buyers purchase more of we don’t know why.” our product? Who buys our our products in a new package?

competitor’s product?” “Would people be interested “Which of two advertising in our new product idea?” “What features do buyers prefer campaigns is more effective?”

in our product?”poss

ible

si tu

ati o

n

Degree of Problem Definition

Exploratory Research Techniques Three Examples

• Secondary data (historical data)– Previously collected for another purpose– Literature survey – Databases (e.g., www.census.gov)

• Pilot study– A number of diverse techniques

• Focus Groups– 6 to 10 people in group dynamics session

Descriptive Research Example

Femina magazine average customer:

• Women

• About 35 years old

• Household income of about Rs 3.5 lakhs

• Graduates or above

• Trying to juggle children and a job

Descriptive Research Example

Men’s fragrance market:

• 1/3 size of women’s fragrance market

• But growing at a faster pace

• Women buy 80 % of men’s fragrances

• Men select fragrance from choice of 4-5 while women choose from as many as 10.

Causal Research

• A study of the impact of training in a management development program based on 360 feedback, Robert T. Rosti Jr, Frank Shipper, Journal of Managerial Psychology 1998.

• In this study the effects of a training program administered (IV) are evaluated using pre- and post-observations of the participants' managerial skills (DV).

• The control group received …no management training. The experimental group received feedback and management training…

• The results of the study indicated that training enhanced the effectiveness of managerial skills.

Identifying Causality

• Can NEVER prove causality.• Evidence of causality:

1. The appropriate causal order of events2. Interdependent variation--two phenomena

vary together3. An absence of alternative plausible

explanations

• Often Use Experiments or Model building in Causal Research

Classify in terms of exploratory, descriptive or causal research

• Predicting the stock prices of RIL in 2013;• Which of the two training programs is more

effective?• How does the culture effect leadership at our

branches globally?• Investigating reactions to a new taxation policy• Identifying target-market demographics of a new

shopping mall• To understand the relationship between customer

satisfaction and brand loyalty

THE RESEARCH PROCESSThe research process is similar to undertaking a journey. For a research journey there are two important decisions to make-

1) What you want to find out about? or what research questions (problems) you want to find answers to;

2) How to go about finding their answers?

There are practical steps through which you must pass in your research

journey in order to find answers to your research questions.

The path to finding answers to your research questions constitutes research methodology.

At each operational step in the research process you are required to choose from a multiplicity of methods, procedures and models of research methodology which will help you to best achieve your objectives.

Stages of the Research Process

Problem Discoveryand Definition

ResearchDesign

Sampling

DataGathering

Data Processingand Analysis

Conclusions andReport

Discovery andDefinition

and so on

Research Stages

• Cyclical process - conclusions generate new ideas

• Stages can overlap chronologically

• Stages are functionally interrelated– Forward linkages– Backward linkages

Problemdiscovery

Problem definition(statement of

research objectives)

Secondary(historical)

data

Experiencesurvey

Pilotstudy

Casestudy

Selection ofexploratory research

technique

Selection ofbasic research

method

Experiment SurveyObservation

SecondaryData StudyLaboratory Field Interview Questionnaire

Selection ofSample Design

Sampling

Probability Nonprobability

Collection ofdata

(fieldwork)

Editing andcodingdata

Dataprocessing

Interpretationof

findings

Report

DataGathering

DataProcessingandAnalysis

Conclusionsand Report

Research Design

Problem Discoveryand Definition

Stages In The Research Process

• Problem Discovery and Problem Definition

• Review of Literature

• Research Design

• Sampling

• Data Gathering

• Data Processing and Analysis

• Conclusions And Report

“The formulation of the problem is often more essential than its solution”

By Albert Einstein

Problem Discovery

• First and probably most important step• Too often neglected leading to costly errors• Provides direction for the project• Problem, opportunity, or monitor operations• Discovery before definition

State the research questions and research objectives

Hypothesis:

A statement that can be refuted by empirical data. It’s an intelligent assumption.

Examples:-

1. Employees who are better trained have higher levels of job satisfaction

2. Women make better HR managers compared to men

3. There is a relationship between technology upgradation and transmission losses

Considerations in selecting a research problem

These help to ensure that your study will remain manageable and that you will remain motivated.

1.Interest: a research endeavour is usually time consuming, and involves

hard work and possibly unforeseen problems. One should select topic of

great interest to sustain the required motivation.

•Magnitude: It is extremely important to select a topic that you can manage within the time and resources at your disposal. Narrow the topic down to something manageable, specific and clear.

•Measurement of concepts: Make sure that you are clear about the indicators and measurement of concepts (if used) in your study.

2.Level of expertise: Make sure that you have adequate level of expertise

for the task you are proposing since you need to do the work yourself.

5. Relevance: Ensure that your study adds to the existing body

of knowledge, bridges current gaps and is useful in policy

formulation. This will help you to sustain interest in the study.

6. Availability of data: Before finalizing the topic, make sure

that data are available.

7. Ethical issues: How ethical issues can affect the study

population and how ethical problems can be overcome should

be thoroughly examined at the problem formulating stage.

Steps in formulation of a research problem:

Step 1: Identify a broad field or subject area of interest to you.

Step 2: Dissect the broad area into sub areas.

Step 3: Select what is of most interest to you.

Step 4: Raise research questions.

Step 5: Formulate objectives.

Step 6: Assess your objectives.

Step 7: Double check.

Research Design

• Master plan

• Specifies methods and procedures

• Framework for action

Basic Research Methods

• Surveys – Interview– Questionnaire

• Experiments control conditions so that one or more variables can be manipulated to test a hypothesis– Field– Laboratory

• Secondary data• Observation- visible or hidden

POPULATIONPOPULATION

SAMPLESAMPLESample: Sample: subsetsubsetof a larger populationof a larger population..

Selecting a Sample

Sampling

• Who is to be sampled?

• How large a sample?

• How will sample units be selected?– Probability Samples – every member of the

population has a known, nonzero probability of being selected

– Nonprobability Samples

Types of Sample Designs

• Probability

• Simple random• Systematic• Stratified• Cluster

• Non Probability

• Convenience• Judgmental• Snowball• Quota• Opt-in• Panel

Data Gathering Stage

• Focus on error minimization• Pretesting

Data Processing and Analysis

• Editing Checking the data collection

forms for omissions, legibilityand consistency

• Coding Rules for interpreting, categorizing and recording the data

Conclusions And Report Writing

• Effective communication of the research findings

• Usually includes making recommendations

• “What does this mean to management?”- Managerial Implications

• Provides direction

for future research.

Exercise: Translate Problems into objectives and hypothesis

• Food catering to employees is consuming a lot of time and effort.

• Sales of our Irons and Kettles are 40% higher than our Ovens (OTG & MWO) appliances range.

• We’ve got permission from the government and we need to start our operations- A large grocery retailer

• Few customers are using our on-line banking products

Research Proposal

• A written statement of the research design that includes a statement explaining the purpose of the study.

• Detailed outline of procedures associated with a particular methodology

Exercise for Session I & II

The income tax department would like to increase its tax collection. At the same time it would also like to improve its service quality.

Prepare a Research Proposal in line the Research Process described in this session.

Questions??