Introduction to Research Methodology

Introduction to Research Methodology

UNIT1

Research Fundamentals and Terminology Defining Research

Research in common sense refers to a search for knowledge. It can be defined as a scientific and systematic enquiry either to discover dis cover new  facts or to verify old facts. Thus,Research

is the Systematic Approach Systematic Approach towards Purpos Purposefu efull Invest Investiga igatio tion. n. It thus aims to discover the tr tru uth by appl pplying scien ientifi ific methods.

Research is a systematic process of identifying the problems, defining the problems, identifying the  variables/ indicators to address these problems, collecting, compiling, processing and analyzing data to assess the inherent characteristics of the phenomenon under study and to arrive at a correct/reliable decision.

Business

Research

Business

research is a systematic way to collect coll ect information or relevant data, analysing it so that the derived knowledge can be used to make decisions/appropriate actions that, in turn will maxim maximise ise busi busines nesss perf perfor orma mance nce..

Ex: meaning of business, business objectives«.profit maximisation, product innovation market capturing

 W hy hy

Research?

 W hy  hy Business

Research? usiness Competition: Competition: organisations organisations wanted to to know  Business about their customers, their needs, their preference, their future requirements. Research help us to find out the factors which are significant for increasing customer loyalty and adding new  customers.

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Research helps you to know customers need and in turn is used to develop new product. product. To decide about product pricing, packaging, branding, sales promotion, we need to carry out business research. Industry competition: You need to know what other companies are doing to increase their market share.

R esearch esearch Methodology  Research Methodology is a wider term. It consists con sists of  three important elements: (i) theoretical perspectives or orientation that guide

research and logic of enquiry, (ii) tools and techniques of data collection, and (iii) methods of data analysis

Research Methods, comprises of research of research techniques and tools. Research techniques/tools/methods refer refer to the instruments that are used for data collection and its  Analysis.

Data

collection tools includes Questionnaires, Census and survey methods. incl udes Data analysis includes

various methods like, correlation ,regression, mean ,median mode etc..

TYPES OF RESEARCH The basic types of research are as follows: follo ws:  I)

 II)

Descriptive Vs Analytical 

 Applied Vs Fundamental 

 III) Quantitative

V )  C onceptual  I V  onceptual

Vs Qualitative

Vs Empirical 

Descriptive Vs Analytical R esearch esearch Descriptive

research describes a situation, events or social

systems. y

Surveys and fact-finding enquiries of different k inds inds are part of descriptive research.

 A survey of socio-economic conditions of rural / u r b a n labour labour is an area of descriptive descriptive research. research.  Another example, market potential for a product( normal  vs branded product or service) service) by studying studying the attitudes i.e likes likes and dislikes dislikes of consumers¶ consumers¶ who buy the the product.

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 Analytical research, aims at establishing the cause and effect relationship. Here searcher uses the facts or information already  available available to analyse analyse and make a critical evaluation evaluation of  the detail information.  An example of analytical research is: 'whether increase in agricultural productivity is explained by  improved rural roads?'.

More Examples y

Relationship between stressful living and incidence of heart attack.

Impact of an advertising campaign on sale of a product. Impact of incentives on the productivity of workers.

 Applied (or action) Vs Fundamental(basic Fundament al(basic or pure) R esearch esearch µGathering

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knowledge for knowledge¶s sake is termed pure or basic research.¶ Fundamental (or basic) research mainly concerns  with formulation of theory without concern for its practical use. For example, fundamental research on elasticity of  demand and supply.

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 Applied research, On the other hand, aims at finding a solution for a problem facing a society or industry/business organisation. It is thus applied to practical situations or contexts. It is useful to test the theories developed empirically. Illustrations of applied research in economics can be measurement of poverty, employment, employmen t, rural development etc.

Concept

 Variable

Quantitative

Qualitative

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For instance, yield of an agricultural output, height/weight of individuals, etc, can be measured and expressed in quantitative terms.

On the other hand, characteristics like one's feelings or opinion (e.g., good or bad, agreeing/disagreeing,  yes/no, etc.) are attributes on which a choice can be expressed depending on the possible alternatives or choices.

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Thus, variables like the performance of an artist, respondent's gender, etc. on which responses can only be be categorise categorised d or grouped grouped are 'qualitative  variables'.

From this angle, variables on which data can be collected and expressed in quantified terms may be called as 'quantitative variables'.

Quantitative and Qualitative R esearch esearch

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Quantitative research is based on the measurement

of quantity or amount. It is applicable to phenomenon that can be expressed ex pressed in terms of  quantity. Ex: determining the purchase potential for a product  based on average monthly household income.

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In contrast, in qualitative research is concerned with qualitative phenomenon. It helps to study human behaviour. Ex: Mcdo Mcdona nald¶ ld¶ss /HP /HP

esearch Conceptual and Empirical R esearch y

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Conceptual research is related to abstract ideas or theory. It is generally used by philosophers philo sophers and thinkers to develop new concepts or to reinterpret the existing theories.

Empirical research relies on experience or observation. It is data based. It is subject to  verification by observation and experiment. This type of research is particularly useful when  validation or verification of an aspect is required.

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The type of research would also vary depending on on the objectives of the study. Research design varies with the type of research one likes to pursue.  W ith ith this background, we can now  proceed to know how to formulate the research problem.

esearch Significance of R esearch

µ¶

All progress is born of inquiry. Doubt is often better than overconfidence, for it leads to inquiry, and inquiry leads to invention. invention.¶¶¶¶

Role of Research Decision making may not be the part of

research but research certainly certainly facilitates the decisions of the policy maker.

 Research study is helpful to improve the productivity of an organization. Explain with the help of consumer

non-durable , like a toothpaste. toothpaste.

From the point of view of government, research research is necessary i) with regard to allocation of resources. ii) For ii) For collecting information on the economic and social structure of  the nation.

Collecting such a information indicates what is happening in the economy and what changes are taking place. Collecting such statistical information by no means a routine task, but it involves invo lves varieties of research Problem.

These days nearly all governments maintain large staff  of research technicians or experts to carry on this thi s  work. Thus, in context of government, research as a tool of  economic policy has three phases: i) Collecting information on economic structure through compilation of facts. ii) Diagnosis ( finding causes and analysing them) iii) Prognosis ( the prediction o future developments)

 Research has its special significance in solving various operational and planning problems of  industry . business and industry. ., M.R . are of great help to people in O.R .,  business and industry who are responsible for tak ing ing business decisions. For ex, research  with regard to demand has great utility in  business. Given k nowledge nowledge of future demand, it is generally not difficult for a firm or industry to adjust its supply schedule within the limit of its capacity.

Business

calculate their projected profit or loss on the Basis of estimated sales which in turn depends on  business research.

Research is equally important for scientist. It provides the intellectual satisfaction of knowing a few things  just for the sake of knowledge and contribute con tribute that for practical utility.

 W ith ith

this background, we can now proceed to know   what are the steps involved in research process.

 A diagrammatic presentation of  esearch Process R esearch Design the

Information need felt

research

Collect data

Define the

research objective

Tabulation and  Analysis

Interpretation, Report  W riting riting and Presentation

Information Need This is the need for information that initiates in itiates a research project.  For example, an expensive advertising campaign which has been running on television telev ision for three weeks , may not have produced expected jumps in sales sa les in some of the major sales territories. territories.

 S econd econd

Example,  S uppose uppose a popular channel  on television wants to know which of its show is mostly watched. In this situation the channel a  Marketing research agency to do that.

Defining

the Research Problem

 A research problem, in general, refers to some difficulty which a researcher experiences in the context of either a theoretical or practical situation and wants to obtain a solution for the same.

 For example, example , a study could have the following as objective µ the determination of customer satisfaction with a brand of new frost-free refrigerator launched  by our company.¶  This research objective can be met by undertaking a survey of customers who have bought the new brand.

How to select the problem? y

The research topic undertaken for study must be carefully selected.

However, the following points may be observed by a researcher in selecting a research research problem or a subject for research. i) Subject which is overdone should not be normally  chosen, for it will be difficult task to throw any light in such a case.

ii) Controversial subject should not become the choice of an average researcher. iii) Too narrow or too vague problems should be avoided. iv) The subject selected for research should be familiar and feasible so that the related research material or sources of research are within one¶s reach.  v) The importance of the subject, the qualifications and training of a researcher, the costs involved, the time factor are some other factors that must also be considered in selecting a problem.

Formulation of the Problem

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Steps inv involve lved in definin ining g a pro rob blem are:

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Statement

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Understanding the nature of the problem thoroughly.

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Surveying

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Developing the idea through discussion

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Expressin Expressing g the same research research problem problem into into meaningful meaningful terms terms from an an analytical analytical point of of view view.

of the problem in a general way

the available literature

esearch Design R esearch The research design is the master plan specifying the methods and procedures for collecting and analyzing the needed information.

 A plan for gathering data for answering specific research questions.

Need for R esearch esearch Design Research design is needed because it facilitates the th e smooth sailing of the various research operations , therefore, making research research as efficient as possible  yielding maximum information by spending minimum time, effort and money. y

esearch Design T ypes of R esearch

Three

traditional categories of researc h design: Exploratory Descriptive Causal The c hoice of t he most appropriate design depends largely on t he objectives of t he researc h.

esearch Design: Some O bservations R esearch

The

overall researc h design for a project may  include one or more of t hese t hree designs as  part(s) of it. Furt her, if more t han one design is to be used, typically we progress from Exploratory toward  Causal.

esearch O bjectives and R esearch esearch Basic R esearch Design R esearch esearch Objective

Appropriate Design

To gain background / preliminary information, to define terms, to clarify Exploratory problems and develop hypotheses.

To de desc scri ribe be a ev even entt or si situ tuat atio ion n or cha hara rac cte teri rist stic ics s of in indi divi vid dua uall or gro rou up of in ind div ivid idua ualls at a po poin intt in ti tim me i.e. market share, size and attitude of customer. Descriptive

To de dete term rmin ine e ca caus usal alit ity, y, te test st hy hypo poth thes eses es,, to mak e ³if ³if-th -then´ en´ statements, to answer questions

Causal

esearch Design: Exploratory R esearch esearch R esearch

Exploratory researc h is most commonly  unstructured,, ³informal´ researc h t hat is unstructured undertaken to gain background information about  t he general nature of t he researc h problem. Exploratory researc h is usually conducted w hen t he researc her does not know muc h about t he  problem and needs additional information or  desires new or more recent information.

esearch Design: Exploratory R esearch esearch R esearch

Exploratory researc h is used in a number of  situations: To gain background information To define terms To clarify problems and hypotheses

esearch Design: Exploratory R esearch esearch R esearch

variety of met hods are available to conduct  exploratory researc h: A

Literature

Survey Experience Surveys Case Analysis

Descriptive

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Research

Several methods are available for collecting descriptive information such as observation, questionnaires, interviewing, examination of  records etc.

esearch Design: Causal R esearch esearch R esearch

Causality may be t houg ht of as understanding a  phenomenon in terms of conditional statements of t he form ³If x, t hen y.´  Causal relationships are typically determined by  t he use of experiments, but ot her met hods are also used.

Collecting the Data Primary Data can be collected through surveys: In case of a survey, data can be collected by any of the following ways: i) B y observation ii) Through personal interviews iii) Through telephonic interviews iv) B y mailing of questionnaires  v) Through schedules.

 Analysis of the data y

Coding

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Editing

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Tabulation

Preparation of the Report The layout of the report should be as follows: i)

The preliminary pages

ii)

The main text

iii) The end matter

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In its preliminary pages the report should carry title ti tle and date followed by acknowledgements. Then there should be a table of contents followed by  a list of tables, graphs and charts.

The main text of the report should have the following parts: y

Introduction: mention clearly your objective, methodology adopted, scope and limitations.

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Summary of findings

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Main report

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Conclusions

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 At the end end of the report, report, bibliograp bibliography hy i.e . list of   books, journals etc consulted should be given. tables, graphs should be attached at the end. Index should also be given specially in a published research report.