Introduction to Creative Business

and Management
University for the Creative Arts
Introduction to Creative Business &
Environment
Unit 3
Data and its Use in Business
What is data
• A set of information in raw form
• Can be numeric or text
• Can be structured or unstructured or semi-structured
• Purpose led
Use of data - generation of
evidence
1. Data is used for analysis
2. Analytical steps uses raw data, processes it,
prepares results
3. Evidence is created
4. Evidence is scientific - why - based on real life
How data is collected
Review of literature
Access to published data
Survey
Interviews
One to One
One to Many
Observation
Literature Review
Is the documentation of a comprehensive review of the published and unpublished work
from secondary sources of data in the areas of specific interest to the researcher.

Examples:
Journals
Conference proceedings
Doctoral dissertations
Master’s theses
Government publications
Blogs
Podcasts
Videos
Books
Nature of Evidence
Antecedents Phenomena

PESTILE factors
Impact
Organizational factors Efficiency
Effectiveness etc.

Hypotheses are built based on nature of

associations grounded in Theory
Hypotheses Development

Is defined as a logically conjectured (speculated/imagined) relationship between two or more

variables expressed in a form of a testable statement.
New product Stock market
success price

New product Stock market

success price

Economic
recession
Example of Research Framework

New product Stock market

success Sales price

Competition

Can you explain?

The METHOD of Data collection
 Why to use sampling?
Sampling frame
• Time “the actual list of individuals that the sample will be
drawn from”
• Cost >ideally, it includes the entire target population, but in
• Inability to study the whole population
certain cases it might differ

Example
You are doing research on working conditions at
Company X. Your population is all 1000 employees of
the company. Your sampling frame is the company’s HR
database which lists the names and contact details of
every employee.
Sampling unit Sample size
singular value within a sample databasepopulation size >>> sample size

How precisely you want the results to represent

the population as a whole?

Examples: Individuals Households

Generalisability: the extent to which we
Companies Institutions can apply the findings of our research to
the target population.
Sampling methods

Probability sampling Non-probability sampling

1. Simple random sampling 1. Convenience sampling

2. Systematic sampling 2. Voluntary response sampling

3. Stratified sampling 3. Purposive sampling

4. Cluster sampling 4. Snowball sampling

Methods – (How)

Quantitative Research
→ Survey (e.g., Demographic and Socioeconomic profiles of the respondents covered in
the sample)
→Correlation study
(describing the degree of association between variables - incentive schemes adopted and
employee retention rate,
association between coverage of promotional campaign and sales turnover)
Method(How)
Qualitative Research
→In Depth Interview/ Focus Group / Case study
→E.g., to what extent teacher’s feedbacks are improving students’ performance?
→Written feedbacks of teachers are translated, transcribed and coded
→Summarised
→Drawn inferences – (e.g., written instructions on study materials have less/more
link with age specific/ capability specific pedagogical activities
Instruction methods are less/more linked with learning outcomes)
Survey (Scope)
Method - Quantitative

1. Collects numeric data

2. Large sample size
3. Uses structured questionnaire
4. Tabular or Graphical Analysis -- by nature of respondents/ geographical setting/ thematic question groups
• A graph or table followed by description
• Number of occurrence of a phenomenon
• Percentage of occurrence
• Column Frequencies
• Row Frequencies
 Interviews and Observation (Scope)

Method - Qualitative
1. Collects text data
2. Small sample size
3. Uses (In Depth Interview/ Focused Group) Discussion Guide
4. Thematic Analysis -- by nature of respondents/ geographical setting/ thematic question groups
• A description following logical order of explanation
• Number of perspectives about a phenomenon
• Matrix providing similarities and dissimilarities of one or more traits of interest
• Description after transcription
Types of interviews
 Analysis and Findings
• Descriptive analysis
QUANTITATIVE QUALITATIVE
• Tabular Analysis
• Graphical Analysis
• Next level Statistical Analyses • Transcribing
• Correlation
• Writing narrative
• Regression
• Thematic analysis
 Senegal Malawi Peru Bolivia
Column
Poor 40% 52% 45% 43% Percentages
Middle 30% 30% 35% 37%

Rich 30% 18% 20% 20%

Total 100% 100% 100% 100%

Mother’s Mother’s Total Row

Education Education up to
Up to 10th 12th Percentages
High access to 35% 65% 100%
health service
Low access to 65% 35% 100%
health service
Transcription methods
•What transcription method you
want to use? What is the goal of
your transcription.
1. Verbatim transcription
„everything”
2. Intelligent verbatim
transcription
not all the words
3. Edited transcription
not all the sentences
Altering the transcript
If the conversation itself needs clarification, you
are allowed tomake changes in the transcript.
Adding a clarifying comment:
“I showed him that this option [raising
prices] would be
beneficial for profitability.”
Marking unclear / missing audio withellipses:
“I showed him … would be beneficial for
profitability”
Emphasizing words:
“Increasing prices is needed for profitability”