research

RESEARCH METHODOLOGY

MODULE 2

Module 2 Syllabus

2.1The management research question hierarchyResearch process problems

2.2The Favoured technique syndrome2.3Problem definition2.4Designing the study2.5Sampling design2.6Resource allocation and budgets2.7Valuing research information2.8Research proposal2.9Pilot testing2.10 Data collection2.11 Analysis and interpretation2.12 Reporting the results2.13 Ethics in research

THE RESEARCH PROCESS

2.1 The Management-ResearchQuestion Hierarchy

1. Management Dilemma

2. Management Questions

3. Research Questions

4. Investigative Questions

5. Measurement Questions

6. Management Decision

Working with the Hierarchy Management Dilemma

The symptom of an actual problem Not difficult to identify a dilemma,

however choosing one to focus on may be difficult

Working with the Hierarchy Management Question Categories

Choice of purposes or objective Generation and evaluation of solutions Troubleshooting or control situation

Working with the Hierarchy

Fine tune the research question Examine concepts and constructs Break research questions into specific second-

and-third-level questions Verify hypotheses with quality tests Determine what evidence answers the various

questions and hypothesis Set the scope of your study

Working with the Hierarchy

Investigative Questions Questions the researcher must answer to

satisfactorily arrive at a conclusion about the research question

Working with the Hierarchy

Measurement Questions The questions we actually ask or extract

from respondents

Other Processes in the Hierarchy Exploration

Recent developments Predictions by informed figures

about the prospects of the technology

Identification of those involved in the area

Accounts of successful ventures and failures by others in the field

THE LANDMARKCASE

LANDMARK

Pioneered the concept of family centric multi-product Leisure stores

Offers a vast assortment of books, music, movies and stationery

Presently has 5 physical stores and an online store

Current revenue levels of approximately Rs. 80 crores

Commenced its operation in 1987 at Apex plaza, Nungambakkam, Chennai with a floor space of 5500 sqft.

In December 1996, the Chennai store underwent renovation and was expanded to 12,000 sq. ft by taking up the adjacent facility.

With the expansion in space Landmark also added a new product line viz., music, the first of its kind with open displays, listening stations etc.

The store today sells toys, gift items and home products apart from Books, music, stationery and greeting cards.

Landmark opened its store in 1999 in Calcutta on a 5500 sq.ft. selling area located in Emami Shoppers City, Lord Sinha Road.

Landmark in 2001 set up its flagship stores of 37000 sqft own property at Spencers plaza, Chennai

2003 witnessed opening of shop at Hotel Residency Towers, Chennai.

Landmark opened its largest store in Feb 2004 in a leased premises in Bangalore's premier shopping mall "The Forum".

Corporate Philosophy Supply creates Demand - Firm Belief of the

Management at Landmark. Brand to promise Product quality - All products

are subjected to religious quality checks. Constant Innovation and path breaking actions -

Landmark has since its inception been the first mover to adopt any path breaking technologies.

Constant enhancement of customer experience - Make Shopping an Entertainment - Warm and friendly experience for customer.

Continuously nurture and develop strong supplier / vendor relationship.

Management Dilemma

Does Landmark enjoy a loyal customer base?

Management Question

Does satisfaction exist?

Does quality exist?

Is it a preferred Store?

Is there competition?

Research Questions

Level of customer satisfaction?Level of service quality?Expectation versus perception?Improve service quality &

satisfaction?Ensure loyalty?

Methodology Highlights Descriptive Research Design Non-probability Sampling – Judgement /

Purposive / Deliberate Data Collection Method: Survey Data Collection Instrument: Structured

Questionnaire Location: Nungambakkam Store Sample Size: 300

Limitations / Assumptions Restricted to the Nungambakkam branch in

the city of Chennai due to time and cost constraints

Findings cannot be extrapolated for other branches across the country.

Focused on customer satisfaction and quality only

May be changes in the service sector environment in the future which in turn may influence changes in service levels and customer perceptions and expectations.

Investigative Questions Types of stores visited? Popular stores? Frequency of visits to such stores? Frequency of visits to Landmark? Frequently bought items? Sections visited in the store?

Investigative Questions Ratings for Service attributes? –

Measurable attributes? How does Landmark differ from other

stores? – USP? Suggestions for improvement? Demographic profile?

Measurement Questions Ambient conditions such as

temperature, ventilation, noise and odour prevailing in the premises

Physical layout of the various sections

Cleanliness Visually appealing signs,

symbols, advertisement boards other artefacts

Neat and professional appearance of employees

Measurement Questions Providing service as promised

Effectiveness of employees’ skills and ability (critical incidents)

Apprising customers of the nature and schedule of services

Willingness to help customers Readiness to respond to

customers’ requests Use of customer feedback to

improve service standards

Measurement Questions Courtesy shown by staff

Provision of reliable information Standardised & simplified delivery

process Technological capability -

computerisation, networking, etc. Adequate personnel for good

customer service Adequate facilities for good

customer service

Measurement Questions Diversity and range of goods /

services Service innovation – (offers, tie-

ups, promotional campaigns, etc.) Convenience of operating hours

and days Equal treatment to all customers Service transcendence (delight) –

giving customers more than what they expect

Quality service at a reasonable cost

Measurement Questions AGE GENDER OCCUPATION: Industry (Product

/ Service), Not Working, Government (Central / State), Self Employed, Retired (Voluntary / Superannuation)

AVERAGE MONTHLY PERSONAL INCOME:Upto Rs. 10,000 ; Rs. 10,001 – Rs. 20,000 ; Above Rs. 20,000 ; No income

2.2 Research Process Problems

Research Process Problems -1 The Favored Technique Syndrome

- Some researchers are method-bound- They convert the management question so

that it fits their favourite methodology- Could be a survey, case study, experiment- Researchers who are experts in one method

are blinded by their special skills

Research Process Problems -2 Company Database Strip-Mining

- Presence of info or database could distract a manager

- They feel that research is an expense and not an inestment

- Each database is created for a specific reason- May not be compatible for current management

question

Research Process Problems -3 Unresearchable Questions

- Not all management questions can be researched

- Not all research questions are answerable- Many questions cannot be answered on the

basis of info alone

Research Process Problems -4 Ill-Defined Management Problems

- Some problems are complex, value-based, bound by constraints

- May have too many interrelated factors to be measured and handled accurately

- Methods may not exist or invented methods may not supply adequate info

Research Process Problems -5 Politically Motivated Research

- Manager’s motivation may not be obvious- Aim is to win approval for a manager’s pet

idea- Just authorised to avoid criticism later

2.4 PROBLEM DEFINITION

Refer Module 1

2.5 Designing the Study Select a research design from the large

variety of methods, techniques, procedures, protocols, and sampling plans

Research design is a blueprint for fulfilling objectives and answering questions

Type of study? Type of data collection method? Type of data collection instrument? Time frame? Structure of instrument? Type of questions? Training for enumerators? Sampling required?...........

2.6 SAMPLING DESIGN

Sampling Method (Probability Methods or Non-Probability Methods)

Population Frame Size (Use appropriate Formulae)

2.7 Resource Allocation & Budgets Guides to plan a budget

Project planning Data gathering Analysis, interpretation, and reporting

Types of budgeting Rule-of-thumb Departmental or functional area Task

Rule-of-Thumb Budgeting

Involves taking a fixed percentage of some criterion

Departmental of Functional Area Budgeting

Allocates a portion of total expenditure in the unit to research activities

Task Budgeting

Selects specific research projects to support on an ad-hoc basis

2.8 Evaluation Methods

Ex Post Facto Evaluation

Prior or Interim Evaluation Option Analysis Decision Theory

Ex Post Facto Evaluation

Sometimes correct decisions are made without the benefit of research information

Cost-benefit analysis is good even though analysis may a bit late

Perhaps helps managers for future research projects

Prior or Interim Evaluation

Thorough Management audit of operations in a company

Possibly conduct audit in stages and review costs and benefits at the end of each stage

Decide on continuation

Option Analysis

Availability of alternatives Formal analysis of each alternatives Costs can be estimated Benefits approximately predicted

Decision theory Decision variable

Decision rule

2.9 Research Proposal

Statement of the research question Brief description of research

methodology

Purpose of the Research Proposal

To present the question to be researched and its importance

To discuss the research efforts of others who have worked on related questions

To suggest the data necessary for solving the question

The Research Sponsor

All research has a sponsor in one form or another:

In a corporate setting, management sponsors research

In an academic environment, the student is responsible to the class instructor

What are the Benefits of the Proposal to a Researcher? Allows the researcher to plan and review

the project’s steps Serves as a guide throughout the

investigation Forces time and budget estimates

Types of Research Proposals

Internal External

Proposal Complexity

3 levels of complexity: The exploratory study is used for the

most simple proposals The small-scale study is more complex

and common in business The large-scale professional study is the

most complex, costing more

How to Structure the Research Proposal?

Create proposal modules Put together various modules to

tailor your proposal to the intended audience

Research question (revise) Budget & Value Estimation (Discard if

costs exceeds value) Develop research proposal Obtain Budget & design approval (revise

or reject) Execute research designs if approval is

given

Flowchart

Modules in a Research Proposal Executive Summary Problem Statement Research Objectives Literature Review Importance of the Study Research Design Data Analysis Nature and Form of Results

Qualifications of Researcher Budget Schedule Facilities and Special Resources Project Management Bibliography Appendices

What to include in the Appendices? A glossary of concepts, constructs, and

definitions Samples of the measurement instrument Other materials that reinforce the body of the

proposal

Evaluating the Research Proposal

Proposal must be neatly written in appropriate writing style

Major topics should be easily found and logically organized

Proposal must meet specific guidelines set by the sponsor

Technical writing style must be clearly understood and explained

2.10 PILOT TESTING

A trail collection of data to detect weaknesses in design and instrumentation and provide proxy data for selection of a probability sample (pre-testing)

2.11 Data Collection

Characterized by abstractness verifiability elusiveness closeness to the phenomenon

Types Secondary data Primary data

2.12 ANALYSIS AND INTERPRETATION

Univariate Analysis Bivariate Analysis Multivariate Analysis Tables Figures Pictograms Cartograms Statistical Presentation Techniques Statistical tests

2.13 REPORTING THE RESULTS Executive summary Overview of the research Implementation strategies for the

recommendations Technical appendix

2.14 ETHICS IN BUSINESS RESEARCH

What are Research Ethics?

Ethics are norms or standards of behavior that guide moral choices about our behavior and our relationships with others

The goal is to ensure that no one is harmed or suffers adverse consequences from research activities

Ethical Treatment of Participants Begin data collection by explaining to

the participant the benefits expected from the research

Explain to the participants that their rights and well-being will be adequately protected, and say how this will be done

Be certain that interviewers obtain the informed consent of the participant

Deception The participant is told only part of the truth

or when the truth is fully compromised To prevent biasing the participants before

the survey or experiment To protect the confidentiality of a third

party

Issues Related to Protecting Participants

Informed consent Debriefing Right to Privacy/Confidentiality Data Collection in Cyberspace

Ethical Issues related to the Client

Sponsor non-disclosure Purpose non-disclosure Findings non-disclosure Right to quality research

Ethics Related to Sponsor Sometimes researchers will be asked by

sponsors to participate in unethical behavior. To avoid coercion by sponsor the researcher

should: Educate sponsor to the purpose of research Explain researcher’s role Explain how distortion of the truth leads to

future problems If necessary, terminate relationship with

sponsor

Ethical Issues related to Researchers and Team Members

Safety

Ethical behavior of assistants

Protection of anonymity