Chapter One

Introduction to Research

Learning Outcomes
After completing this chapter you should be able to:

 Describe and define research

 Distinguish between applied and basic research, giving examples, and discussing why
they fall into one or the other of the two categories
 Demonstrate awareness of the role of ethics in research

1.1 Introduction
Research can be described as a systematic and organised effort to investigate a specific
problem encountered in the work setting, which needs a solution. It comprises a series of steps
that are designed and executed with the goal of finding answers to the issues that are of
concern to the manager in the work environment. This means that the first step in research is
to know where the problem areas exist in the organisation, and to identify as clearly and
specifically as possible the problems that need to be studied and resolved. Once the problem
is clearly defined, steps can be taken to determine the factors that are associated with the
problem, gather information, analyse the data, develop an explanation for the problem at hand
and then solve it by taking the necessary corrective measures.

 Research encompasses the processes of inquiry, investigation, examination, and

experimentation. These processes have to be carried out systematically, diligently,
critically, objectively, and logically.

 The process of thoroughly studying and analysing the situational factors surrounding
a problem in order to seek out solutions to it.

 A systematic, careful inquiry or examination to discover new information or

relationships and to expand/verify existing knowledge for some specified purpose.

1.2 The role of theory and information in research

There are different types of questions research can address and there are many different
approaches to collecting and analysing different types of data. What’s more, some research
is aimed at building theory, whereas other research is designed to test a theory or to describe
what is going on, using an existing framework, instrument, or model. Indeed, in one form or
another, both theory and information play an important role in a research.

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Many people use the word ‘theory’ to mean an idea or hunch that someone has, for instance
about the optimal formation of a soccer team, investment bankers’ salaries, or the Apollo
program and the associated moon landings.

For others, a theory is any concept, instrument, model, or framework that helps them to think
about or solve a problem, to describe a phenomenon, or to better understand a topic of
interest, such as competitive advantage, portfolio management.

To a scientist, a theory explains a certain phenomenon, and the idea is that this explanation
will hold in a wide range of settings. For instance, expectancy theory proposes that people will
choose how to behave depending on the outcomes they expect as a result of their behavior.
In other words, people decide what to do based on what they expect the outcome to be. At
work, for example, it might be that people work longer hours because they expect an increase
in pay. Like this, a theory may generate testable – and sooner or later, tested – predictions. A
theory (in the formal, scientific sense) may thus vary in the extent to which it has been
conceptually developed and empirically tested.

A logically interrelated set of propositions about empirical reality. These propositions are
comprised of:

 Definitions: Sentences introducing terms that refer to the basic concepts of the theory
 Functional relationships: Sentences that relate the basic concepts to each other. Within
these:
o Assumptions or axioms
o Deductions or hypotheses
 Operational definitions: Sentences that relate some theoretical statement to a set of
possible observations

1.3 Types of research: applied and basic

Research can be undertaken for two different purposes. One is to solve a current problem
faced by the manager in the work setting, demanding a timely solution. For example, a
particular product may not be selling well and the manager might want to find the reasons for
this in order to take corrective action. Such research is called applied research.

The other is to generate a body of knowledge by trying to comprehend how certain problems
that occur in organisations can be solved. This is called basic, fundamental, or pure research.
It is quite possible that some organisations may, at a later stage, apply the knowledge gained
by the findings of basic research to solve their own problems. For instance, a university
professor may be interested in investigating the factors that contribute to absenteeism as a

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matter of simple academic interest. After gathering information on this topic from several
institutions and analysing the data, the professor may identify factors such as inflexible work
hours, inadequate training of employees, and low morale as primarily influencing absenteeism.
Later on, a manager who encounters absenteeism of employees in his organisation may use
this information to determine if these factors are relevant to that particular work setting.

In sum, research done with the intention of applying the results of the findings to solve specific
problems currently being experienced in an organisation is called applied research. Research
done chiefly to make a contribution to existing knowledge is called basic, fundamental, or pure
research. The findings of such research contribute to the building of knowledge in the various
functional areas of business; they teach something we did not know before. Such knowledge,
once generated, is usually later applied in organisational settings for problem solving.

Basic research Applied research

Purpose Purpose
Expand knowledge of processes of business Improve understanding of particular
and management business or management problem
Results in universal principles relating to the Results in solution to problem
process and its relationship to outcomes
Findings of significance and value to society New knowledge limited to problem
in general
Findings of practical relevance and value to
Context
manager(s) in organisation(s).
Undertaken by people based in Universities Context
Choice of topic and objectives determined by Undertaken by people based in a variety of
the researcher settings including organisations and
universities.
Flexible time scales Objectives negotiated with originator
Tight time scales

1.4 Ethics and research

Ethics in research refers to a code of conduct or expected societal norms of behavior while
conducting research. Ethical conduct applies to the organisation and the members that
sponsor the research, the researchers who undertake the research, and the respondents who
provide them with the necessary data. The observance of ethics begins with the person
instituting the research, who should do so in good faith, pay attention to what the results
indicate, and, surrendering the ego, pursue organizational rather than self‐interests.

Ethical conduct should also be reflected in the behavior of the researchers who conduct the
investigation, the participants who provide the data, the analysts who provide the results, and
the entire research team that presents the interpretation of the results and suggests alternative
solutions. Thus, ethical behavior pervades each step of the research process – data collection,
data analysis, reporting, and dissemination of information on the Internet, if such an activity is

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undertaken. How the subjects are treated and how confidential information is safeguarded are
all guided by business ethics.

The American Psychological Association (APA) has established certain guidelines for
conducting research, to ensure that organisational research is conducted in an ethical manner
and the interests of all concerned are safeguarded.

Quick test
a) Describe and define ‘research’.

b) Distinguish between applied and basic research, giving examples, and discussing why
they fall into one or the other of the two categories.

c) Demonstrate awareness of the role of ethics in research.

1.5 Objectives of research

The purpose of research is to discover answers to questions through the application of
scientific procedures. The main aim of research is to find out the truth which is hidden and
which has not been discovered as yet.
a) To gain familiarity with a phenomenon or to achieve new insights into it (studies with
this object in view are termed as exploratory or formulative research studies)
b) To portray accurately the characteristics of a particular individual, situation or a group
(studies with this object in view are known as descriptive research studies)
c) To determine the frequency with which something occurs or with which it is associated
with something else (studies with this object in view are known as diagnostic research
studies)
d) To test a hypothesis of a causal relationship between variables (such studies are
known as hypothesis-testing research studies).

To gain more perfect knowledge about inherently complex social phenomena:

–To address gaps in existing knowledge
–To understand the reasons for inconsistencies in existing research studies
–To apply existing knowledge to new contexts
–To extend current knowledge

1.6 Research Process

Research process consists of series of actions or steps necessary to effectively carry out
research and the desired sequencing of these steps. The precise number of stages varies,

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but they usually include formulating and clarifying a topic, reviewing the literature, designing
the research, collecting data, analysing data and writing-up.

Figure 1: Research process

1.7 Criteria of good research

Whatever may be the types of research works and studies, one thing that is important is that
they all meet on the common ground of scientific method employed by them.

The purpose of the research should be clearly defined and common concepts be used.

a) The research procedure used should be described in sufficient detail to permit another
researcher to repeat the research for further advancement, keeping the continuity of
what has already been attained.
b) The procedural design of the research should be carefully planned to yield results that
are as objective as possible.
c) The researcher should report with complete frankness, flaws in procedural design and
estimate their effects upon the findings.
d) The analysis of data should be sufficiently adequate to reveal its significance and the
methods of analysis used should be appropriate. The validity and reliability of the data
should be checked carefully.
e) Conclusions should be confined to those justified by the data of the research and
limited to those for which the data provide an adequate basis.
f) Greater confidence in research is warranted if the researcher is experienced, has a
good reputation in research and is a person of integrity

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Quick test

a) For what specific purposes is basic research important?

b) Describe a situation where research will help you as a manager to make a good
decision. Given the situations below:
a) discuss, with reasons, whether they fall into the category of applied or basic
research
b) for Scenario 1, explain, with reasons, who will conduct the research.
c) Examine figure 1 what does this suggest about the need to plan and to reflect on and
revise ideas?
d) Obtain a copy of two of the articles. To what extent do you believe that research should
always meet the twin requirements of rigour and relevance? Give reasons for your
answer.