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What is research? A conceptual understanding
• June 2011
• African Journal of Emergency Medicine 1(1)
DOI:10.1016/j.afjem.2011.05.011
Authors:
Navindhra Naidoo
• Western Sydney University

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Abstract
Available online 2 June 2011 ''Scientific research is research, but not all research is scientific.'' The
global knowledge economy is not unaffected by the concepts of supply and demand. The ability to
supply research findings is core business among knowledge producers such as universities and
research centres. In fact, research outputs are a measure of evaluation. Rapid improvement in
informa-tion technology has provided wider access to data to the extent that almost anyone with a
mouse and internet access becomes a quasi-researcher. So what then is research and what is it that
brings reliability and validity to research? These are the ques-tions the following piece seeks to
answer. Definition ''Life without inquiry is not worth living for a human being'' (Socrates). Socrates
(469–399 BC) was one of the major figures of the intellectual revolution in the fifth century Athens.
He determined that people were not wise because they thought that they knew things when they
did not. It was only in the sense that he was aware of his own ignorance that he found he was wiser
than other people. It is this awareness of the need to know, the act of inquiry and deductive or
inductive reason-ing that results in the generation of new knowledge. Rene Descartes (1596–1650)
believed that we can only be sure of our own existence because we perceive through the activity of
the mind. ''Cogito, ergo sum'' (''I think; therefore I am.''). By this logic knowledge generation is
central to man's existence. However, the act of gathering information and checking data alone is not
considered research. It is at best data collection that is crucial for our everyday existence. The many
ways of acquiring knowledge include through tradition, authority, logical reasoning, experience,
intuition, borrowing and the scientific method. Of these ways, the scientific method is the most
sophisticated and reliable. In science, research is the diligent systematic enquiry into nature and
society to validate and refine existing knowledge and to generate new knowledge. It has several
characteristics below that define it, the absence of which would reduce it to the simple (but
important) act of gathering information.
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What is research? A conceptual understanding
Navindhra Naidoo
Department of Emergency Medical Sciences, Cape Peninsula University of Technology, P. O. Box
1906, Bellville 7535, South Africa
Available online 2 June 2011
‘‘Scientific research is research, but not all research is
scientific.’’
The global knowledge economy is not unaffected by the
concepts of supply and demand. The ability to supply research

reaserhs Page 1
concepts of supply and demand. The ability to supply research
findings is core business among knowledge producers such as
universities and research centres. In fact, research outputs
are a measure of evaluation. Rapid improvement in informa-
tion technology has provided wider access to data to the extent
that almost anyone with a mouse and internet access becomes
a quasi-researcher. So what then is research and what is it that
brings reliability and validity to research? These are the ques-
tions the following piece seeks to answer.
Definition
‘‘Life without inquiry is not worth living for a human being’’
(Socrates). Socrates (469–399 BC) was one of the major figures
of the intellectual revolution in the fifth century Athens. He
determined that people were not wise because they thought
that they knew things when they did not. It was only in the
sense that he was aware of his own ignorance that he found
he was wiser than other people. It is this awareness of the need
to know, the act of inquiry and deductive or inductive reason-
ing that results in the generation of new knowledge.
Rene Descartes (1596–1650) believed that we can only be
sure of our own existence because we perceive through the
activity of the mind. ‘‘Cogito, ergo sum’’ (‘‘I think; therefore
I am.’’). By this logic knowledge generation is central to man’s
existence. However, the act of gathering information and
checking data alone is not considered research. It is at best
data collection that is crucial for our everyday existence. The
many ways of acquiring knowledge include through tradition,
authority, logical reasoning, experience, intuition, borrowing
and the scientific method. Of these ways, the scientific method
is the most sophisticated and reliable.
In science, research is the diligent systematic enquiry into
nature and society to validate and refine existing knowledge
and to generate new knowledge. It has several characteristics
below that define it, the absence of which would reduce it to
the simple (but important) act of gathering information.
Characteristics
1. Relevance
Research must be predicated on content and contextual rel-
evance, without which is not only purposeless but also
unethical. Research processes consume time, material
resources and cognition. It is considered unethical to waste
scarce resources or to subject participants to processes that
have a high futility quotient.
2. Conceptions of research
Research, when conceptualised may intend certain out-
comes. Generating a model/theory is a conceivable out-
come, as is recommending an intervention, informing
policy making, having a documenting purpose or even
informing legislation. Research may be basic or applied.
3. Research orthodoxies
Parochial demarcations at undergraduate level are accept-
able, but should be avoided in postgraduate research in
an attempt to globalise the debate or research site.
Researching attitudes, perceptions, experience are common
goals but in the context of emergency care should be linked
to their influence on belief and clinical practice. Positivism
is commonly selected as a research paradigm. This is prob-
E-mail address: naidoon@cput.ac.za
2211-419X ª2011 African Federation for Emergency Medicine.
Production and hosting by Elsevier B.V. All rights reserved.
Peer review under responsibility of African Federation for Emergency
Medicine.
doi:10.1016/j.afjem.2011.05.011
Production and hosting by Elsevier
African Journal of Emergency Medicine (2011) 1,47–48
African Federation for Emergency Medicine
African Journal of Emergency Medicine
www.afjem.com
www.sciencedirect.com

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From <https://www.researchgate.net/publication/265704878_What_is_research_A_conceptual_understanding>

reaserhs Page 5
What is Research?
Definition: Research is defined as careful consideration of study regarding a particular concern or
problem using scientific methods. According to the American sociologist Earl Robert Babbie,
“research is a systematic inquiry to describe, explain, predict, and control the observed
phenomenon. It involves inductive and deductive methods.”
Inductive research methods analyze an observed event, while deductive methods verify the
observed event. Inductive approaches are associated with qualitative research, and deductive
methods are more commonly associated with quantitative analysis.
Research is conducted with a purpose to:
• Identify potential and new customers
• Understand existing customers
• Set pragmatic goals
• Develop productive market strategies
• Address business challenges
• Put together a business expansion plan
• Identify new business opportunities
What are the characteristics of research?
1. Good research follows a systematic approach to capture accurate data. Researchers need to
practice ethics and a code of conduct while making observations or drawing conclusions.
2. The analysis is based on logical reasoning and involves both inductive and deductive methods.
3. Real-time data and knowledge is derived from actual observations in natural settings.
4. There is an in-depth analysis of all data collected so that there are no anomalies associated
with it.
5. It creates a path for generating new questions. Existing data helps create more research
opportunities.
6. It is analytical and uses all the available data so that there is no ambiguity in inference.
7. Accuracy is one of the most critical aspects of research. The information must be accurate and
correct. For example, laboratories provide a controlled environment to collect data. Accuracy
is measured in the instruments used, the calibrations of instruments or tools, and the
experiment’s final result.

What is the purpose of research?

There are three main purposes:
1. Exploratory: As the name suggests, researchers conduct exploratory studies to explore a
group of questions. The answers and analytics may not offer a conclusion to the perceived
problem. It is undertaken to handle new problem areas that haven’t been explored before.
This exploratory process lays the foundation for more conclusive data collection and analysis.
2. Descriptive: It focuses on expanding knowledge on current issues through a process of data
collection. Descriptive research describe the behavior of a sample population. Only one
variable is required to conduct the study. The three primary purposes of descriptive studies
are describing, explaining, and validating the findings. For example, a study conducted to know
if top-level management leaders in the 21st century possess the moral right to receive a
considerable sum of money from the company profit.
3. Explanatory: Causal or explanatory research is conducted to understand the impact of specific
changes in existing standard procedures. Running experiments is the most popular form. For
example, a study that is conducted to understand the effect of rebranding on customer
loyalty.
Here is a comparative analysis for better understanding:
Exploratory Research Descriptive Research Explanatory Research
Approach used Unstructured Structured Highly structured
Conducted Asking questions Asking questions By using hypotheses.
through
Time Early stages of decision Later stages of decision Later stages of decision
making making making
Research begins by asking the right questions and choosing an appropriate method to investigate
the problem. After collecting answers to your questions, you can analyze the findings or
observations to draw reasonable conclusions.
When it comes to customers and market studies, the more thorough your questions, the better the
analysis. You get essential insights into brand perception and product needs by thoroughly collecting
customer data through surveys and questionnaires. You can use this data to make smart decisions

reaserhs Page 6
customer data through surveys and questionnaires. You can use this data to make smart decisions
about your marketing strategies to position your business effectively.
To be able to make sense of your research and get insights faster, it helps to use a research
repository as a single source of truth in your organization and to manage your research data in one
centralized repository.
Types of research methods and example

Research methods are broadly classified as Qualitative and Quantitative.

Both methods have distinctive properties and data collection methods.
Qualitative methods
Qualitative research is a method that collects data using conversational methods, usually open-
ended questions. The responses collected are essentially non-numerical. This method helps a
researcher understand what participants think and why they think in a particular way.
Types of qualitative methods include:
1. One-to-one Interview
2. Focus Groups
3. Ethnographic studies
4. Text Analysis
5. Case Study
Quantitative methods
Quantitative methods deal with numbers and measurable forms. It uses a systematic way of
investigating events or data. It answers questions to justify relationships with measurable variables
to either explain, predict, or control a phenomenon.
Types of quantitative methods include:
1. Survey research
2. Descriptive research
3. Correlational research
Remember, research is only valuable and useful when it is valid, accurate, and reliable. Incorrect
results can lead to customer churn and a decrease in sales.
It is essential to ensure that your data is:
• Valid – founded, logical, rigorous, and impartial.
• Accurate – free of errors and including required details.
• Reliable – other people who investigate in the same way can produce similar results.
• Timely – current and collected within an appropriate time frame.
• Complete – includes all the data you need to support your business decisions.
Gather research insights
8 tips for conducting accurate research

reaserhs Page 7
 1. Identify the main trends and issues, opportunities, and problems you observe. Write a
sentence describing each one.
2. Keep track of the frequency with which each of the main findings appears.
3. Make a list of your findings from the most common to the least common.
4. Evaluate a list of the strengths, weaknesses, opportunities, and threats that have been
identified in a SWOT analysis.
5. Prepare conclusions and recommendations about your study.
6. Act on your strategies
7. Look for gaps in the information, and consider doing additional inquiry if necessary
8. Plan to review the results and consider efficient methods to analyze and dissect results for
interpretation.
Review your goals before making any conclusions about your research. Keep in mind how the
process you have completed and the data you have gathered help answer your questions. Ask
yourself if what your analysis revealed facilitates the identification of your conclusions and
recommendations.
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