ResearchMethodology_purpose & methods

8/14/2019 ResearchMethodology_purpose & methods

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MBA III (Research Methodology) Course Instructor: Dr. Aurangzeb Z. Khan 1

RESEARCH

METHODOLOGY

(Business Research Methods)


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Business Research Problems

When analyzing business problems, three things must be

considered:

Managers and decision-makers have total certaintyabout the underlying problem situation (rare in practice)

Managers and decision-makers have little or noinformation about the problem situation on which toproceed on and the objectives and alternatives are eithernot, or are very vaguely defined (extreme cases)

Managers and decision-makers grasp the generalnature of the objectives they desire to realize, but lacksufficient information on the nature of the underlyingbusiness problem situation


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The Problem Definition

Before descriptive, quantitative research is undertaken, it

is essential that there is an insight into the underlying

business problem situation, otherwise, invalid

conclusions can result which be worthless at best andpotentially damaging to the organization in the worst

case

After a problem has been discovered, it must be

defined so that the objectives of the research are clear

and realizable


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The Problem Definition Process

The problem definition process involves the followinginterrelated steps:

Ascertaining the decision-makers objectives

Understanding the problem background

Isolating and identifying the problem (not the symptoms)

Determining the unit of analysis

Determining the relevant variables

Stating the research questions (hypotheses) and

research objectives


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The Problem Definition Process:

Understanding the Problem Background In cases where adequate information on a problem

situation is available, managers can play an important

role by helping researchers gain insight

In cases where adequate information on a problem

situation is not available, a situation analysis should first

be undertaken with a view to familiarizing both managers

and decision-makers with the decision area and related

organizational, environmental and other aspects. This is

usually done using exploratory research


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Isolating and Identifying the Problem

Sometimes the problem identified is only the symptom!

Differentiating symptoms from problems is not an easy

undertaking and often requires extensive exploratory

research and the gathering of background information

Expert judgment and creativity must be excercized


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Isolating and Identifying the Problem (Example)

Organization Neighbourhood swimming association in a medium-

sized city

Symptoms Declining membership observed for years and a new

recreational park with swimming facilities opened in the city some years

back

Problem Definition (Symptom-based) Residents prefer the

recreational parks swimming facilities

True Problem Demographic changes have resulted in fewer younger

people interested in using the neighbourhood swimming association


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Determining the Unit of AnalysisWho are the desired research subjects?

Whole Organization

Departments

Work Groups

Individual Employees

Research problems can sometimes be analyzed using

more than one unit of analysis


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Determining the Relevant VariablesAll key variables should be identified in the problem definition

Stage. Variables can be classified as being:

Continuous They have an infinite number of possible

values (e.g. sales volume)

Categorical They can have a limited number of distinct

values (e.g. gender)

Dependent They are to be predicted or explained (e.g.

hourly wage rate)

Independent They influence dependant variables (e.g.

years of work experience)


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Research Questions (Hypotheses) and Objectives (1)

Problem definition efforts result in statements of research

questions and research objectives. These add clarity to the

research undertaking and gives managers, researchers andall others concerned an understanding of the approach being

used

Research questions should be as specific as possible and beanswered with the aid of hypotheses which, by definition, are

empirically testable


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A Note on Exploratory Research

Exploratory research is a means for acquiring a deeper and hencemore useful understanding of a business or management problem

Exploratory research does not intend to answer research questionsconclusively, rather, it is a preliminary step towards undertaking moresubstantive research

Exploratory research usually provides qualitative data, not quantitativedata

Exploratory research has serious limitations which cannot beoverlooked or ignored by any serious researcher. It is subjective andharbours two dangers: (1) A promising idea may be rejected becauseexploratory data shows it to be undesirable and (2) ideas whichappear promising in the exploratory stage may be accepted withoutundertaking further research to establish their desirability


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The Purposes of Exploratory Research

Situation Diagnosis Analyze the dimensions of the researchproblem and set the stage for subsequent research and priorities

Example: What are current important issues of employee concern orwhat are the possible explanations for decreasing employee

motivation?

Screening Exploratory research is used to select the bestpossible alternatives given the existence of constraints such asbudget limitations

Discovering New Ideas Through its techniques, exploratoryresearch can help generate new, previously unthought of ideaswhich may interest managers

Example: Employees suggest convenient ways of increasing factoryproduction or propose new products and services


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Tools and Techniques of Exploratory Research (1)

Concept Testing This is about testing something that is being

used as a proxy for a new (or modified) product, service or program

Test persons are usually presented with a stimulus or

description of an idea and are asked if they like it, would use itetc.

Concept testing can help an organization conserve resources by

not wasting them on schemes shown to be unpopular through

concept testing

Example: The Del Monte corporation used concept testing to

determine whether consumers would be interested in purchasing

unrefrigerated, shelf-stable yoghurt


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Pilot Studies A small-scale research project which

uses sampling without the normally rigorous scientific

standards to generate primary data

The primary data generated from pilot studies are

collected from specific groups (e.g. employees,

consumers, students, voters) and not from experts or

from a case situation

Major components of pilot studies are focus group

interviews, projective techniques and depth studies


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Focus Group Interview Advantages Flexible, brief, easy to

execute, quickly analyzed, inexpensive, useful insights can be

gained, responses which normally wouldnt come out in a survey

come out in a focus group interview

Focus Group Interview Disadvantages small discussion group is

not representative, one or a few individuals may dominate the

discussion to the exclusion of others, confusion may arise and

arguments may erupt if group too heterogenous, moderator may not

be sufficiently trained


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Projective Techniques The purpose of this is to discover an

individuals attitudes, motivations and ways of responding

Projective techniques function on the assumption that an individual

will give accurate answer if they project their answers onto a thirdparty, inanimate object or task situation. Projecting onto someone or

something else often overcomes feelings of shyness or

embarrassment which come into play if an individual is asked a

question directly in relation to him or herself

Common projective techniques include the word association test,

sentence completion, the third person technique and thematic

apperception test


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Word Association Test A research subject is presented with a

least of words, one at a time, and asked to respond to each word

with the first word that comes to mind. Both the verbal response and

subjects hesitation in responding are recorded. Subject has little

time to think for alternatives when presented with a word and this

creates spontaneous answers

Sentence Completion This technique requires that research

subjects complete partial sentences with the first word or phrase

that comes to their minds

The Third-Person Technique Research subjects are asked

about the opinions of third persons in regard to other persons,

events and concepts (see also role-playing)


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