Research is a careful and detailed study of a particular problem or concern, using scientific

methods. An in-depth analysis of information creates space for generating new questions,

concepts and understandings. The main objective of research is to explore the unknown and

unlock new possibilities. It’s an essential component of success.

Over the years, businesses have started emphasizing the need for research. You’ve

probably noticed organizations hiring research managers and analysts. The primary purpose

of business research is to determine the goals and opportunities of an organization.

Research is careful and organized study or gathering of information about a specific topic.

‘a detailed study of
a subject, especially in order to discover (new) information or reach a
(new) understanding.’
Research is defined as careful consideration of study regarding a particular
concern or problem using scientific methods.

“research is a systematic inquiry to describe, explain, predict, and control the

observed phenomenon. It involves inductive and deductive methods.”

Simply put, research is the process of discovering new knowledge. This knowledge can be
either the development of new concepts or the advancement of existing knowledge and
theories, leading to a new understanding that was not previously known.

An example of research is a project where scientists try to find a cure for AIDS.
An example of research is the information a high school student tracks down information
for a school report.

Definition
research is defined as the creation of new knowledge and/or the use of
existing knowledge in a new and creative way so as to generate new concepts,
methodologies and understandings. This could include synthesis and analysis
of previous research to the extent that it leads to new and creative outcomes.

Characteristics
There are 8 core characteristics that all research projects should have. These are:
  Empirical – based on proven scientific methods derived from real-life
observations and experiments.

 Logical – follows sequential procedures based on valid principles.

 Cyclic – research begins with a question and ends with a question, i.e.
research should lead to a new line of questioning.

 Controlled – vigorous measures put into place to keep all variables constant,
except those under investigation.

 Hypothesis-based – the research design generates data that sufficiently

meets the research objectives and can prove or disprove the hypothesis. It
makes the research study repeatable and gives credibility to the results.

 Analytical – data is generated, recorded and analysed using proven

techniques to ensure high accuracy and repeatability while minimising
potential errors and anomalies.

 Objective – sound judgement is used by  the researcher to ensure that the

research findings are valid.

 Statistical treatment – statistical treatment is used to transform the available

data into something more meaningful from which knowledge can be gained.

Purpose
From weather forecasts to the discovery of antibiotics, researchers are constantly
trying to find new ways to understand the world and how things work – with the
ultimate goal of improving our lives.

The purpose of research is therefore to find out what is known, what is not and what
we can develop further. In this way, scientists can develop new theories, ideas and
products that shape our society and our everyday lives.

The purpose of research is to further understand the world and to learn how this
knowledge can be applied to better everyday life. It is an integral part of problem
solving.

Although research can take many forms, there are three main purposes of research:

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.
Exploratory research is defined as a research used to investigate a
problem which is not clearly defined. It is conducted to have a better
 understanding of the existing problem, but will not provide conclusive
results. For such a research, a researcher starts with a general idea
and uses this research as a medium to identify issues, that can be
the focus for future research. An important aspect here is that the
researcher should be willing to change his/her direction subject to the
revelation of new data or insight. Such a research is usually carried
out when the problem is at a preliminary stage. It is often referred to
as grounded theory approach or interpretive research as it used to
answer questions like what, why and how.
For example: Consider a scenario where a juice bar owner feels that
increasing the variety of juices will enable increase in customers,
however he is not sure and needs more information. The owner
intends to carry out an exploratory research to find out and hence
decides to do an exploratory research to find out if expanding their
juices selection will enable him to get more customers of if there is a
better idea.
2. Another example of exploratory research is a podcast survey
template that can be used to collect feedback about the podcast
consumption metrics both from existing listeners as well as other
podcast listeners that are currently not subscribed to this channel.
This helps the author of the podcast create curated content that will
gain a larger audience.

Descriptive: Descriptive research is defined as a research method

that describes the characteristics of the population or phenomenon studied.
This methodology focuses more on the “what” of the research subject than
the “why” of the research subject.

The descriptive research method primarily focuses on describing the nature

of a demographic segment, without focusing on “why” a particular
phenomenon occurs. In other words, it “describes” the subject of the
research, without covering “why” it happens.

For example, an apparel brand that wants to understand the fashion

purchasing trends among New York buyers will conduct a demographic
survey of this region, gather population data and then conduct descriptive
research on this demographic segment. The study will then cover details
on “what is the purchasing pattern of New York buyers,” but not cover
any investigative information about “why” the patterns exits. Because for
the apparel brand trying to break into this market, understanding the
nature of their market is the study’s objective.
 Explanatory: Explanatory research was carried out to investigate in a
timely manner a phenomenon, that had not been studied before, or had not
been well explained previously. Its intention is to provide details where a
small amount of information exists.

The researcher gets a general idea and uses the research as a tool to
guide him to issues that might be addressed in the future. Its goal is to find
the why and what for an object of study.

 It allows for increased understanding about a specific topic. Although it

does not offer conclusive results, the researcher can find the reasons
why a phenomenon occurs.
 It uses secondary research as a source of information, such as literature
or published articles that are carefully chosen to have a broad and
balanced understanding of the topic.
 It allows the researcher to have a broad understanding of the topic and
can refine subsequent research questions to augment the conclusions of
the study.
 Researchers can distinguish the causes why phenomena arise during the
research process, and anticipate changes.
For example, a study that is conducted to understand the effect of
rebranding on customer loyalty.

Research objective
Imagine you’re a student planning a vacation in a foreign country. You’re
on a tight budget and need to draw up a pocket-friendly plan. Where do you

begin? The first step is to do your research.

Before that, you make a mental list of your objectives—finding reasonably-

priced hotels, traveling safely and finding ways of communicating with

someone back home. These objectives help you focus sharply during your

research and be aware of the finer details of your trip.

More often than not, research is a part of our daily lives. Whether it’s to pick

a restaurant for your next birthday dinner or to prepare a presentation at

work, good research is the foundation of effective learning.

 In other words, the objectives of research should address the underlying

purpose of investigation and analysis. It should outline the steps you’d take

to achieve desirable outcomes. Research objectives help you stay focused

and adjust your expectations as you progress.

1. General Objective

Also known as secondary objectives, general objectives provide a detailed

view of the aim of a study. In other words, you get a general overview of

what you want to achieve by the end of your study. 

2. Specific Objectives

Specific objectives define the primary aim of the study. Typically,

general objectives provide the foundation for identifying specific

objectives. In other words, when general objectives are broken down

into smaller and logically connected objectives, they’re known as

specific objectives. They help define the who, what, why, when and

how aspects of your project. Once you identify the main objective of

research, it’s easier to develop and pursue a plan of action.

Immediate Objectives
The ‘why’ question addresses the rationale and objectives of the study.

The ‘whose’ question is designed to identify the individuals, firms, or

organizations responsible for implementing the study, while the
‘when’ question seeks to know the study period.
The ‘what’ question addresses the issue of a statement of the problem,
including the key variables.

The ‘whom’ question seeks to answer the population to be studied.

The ‘how’ question seeks to know the methodology to be followed,

including the research design and sampling strategy to be employed.

Ultimate objective

Most applied research studies have a statement of ultimate objective that

focuses on how the results will be used to motivate the program managers

and policymakers for implementing and executing the recommendations

followed from the survey results.

 In the anemia survey, the ultimate objective may be stated as follows:

• It is expected that findings of the study will help in enhancing

understanding of the effect of pregnancy on hemoglobin levels of

mothers and thereby guide the physicians in correct iron therapy for
pregnant women during the different gestational periods.