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1 RM - Merged
1 RM - Merged
Methodology
Semester I, MBA (Communication Management)
Batch: 2021-23
Faculty: Mudita Mishra
Why study research: The specifics
https://www.jstor.org/stable/4366892
https://hbr.org/1985/05/backward-market-
research
Spot the research
around you
The soup Swiggy-Zomato are
in, served by truly theirs-
delivery ‘partners’
FICCI EY report
Dynamic research to aid
consumer insights
Links to build a link
• https://www.financialexpress.com/brandwa
gon/dell-emerges-as-indias-most-desired-
brand-tra-research/2299636/
What is research, then?
The method to the
madness
Problem definition
Research design
Data collection
Data analysis
Reporting
‘But what’s a process without a flowchart- and a
hefty looking one at that?’
object.
“morale”
conclusion
Research Methodology
2 credits
2 assignments
William Zikmund
Your assignment starts
today
RESEARCH METHODOLOGY
SESSION 2
MUDITA MISHRA
EXERCISE
-Albert Einstein
The Process of
Problem Definition
Ascertain the Determine unit of
decision maker’s analysis
objectives
Understand Determine
background of relevant variables
the problem
MUDITA MISHRA
1. DEFİNİTİON OF THEORY
Fruit
Banana
Reality
2.2. PROPOSITIONS
Concept A Concept B
(Reinforcement) (Habits)
-Albert Einstein
The Process of
Problem Definition
Ascertain the Determine unit of
decision maker’s analysis
objectives
Understand Determine
background of relevant variables
the problem
➢Research Gaps (What’s known/not known/why is it important to know; “identifying the gap
isn't important, it’s identifying why filling the gap is important” for journal publications; source:
(https://guides.library.harvard.edu/literaturereview)
➢Positioning of one’s research in a validated model
➢Significance of the area of one’s research
The Mechanics of it:
How to find papers and articles for the review?
1. Sources: Research paper databases, University library databases, independent open access networking sites like research gate etc.
➢Since your objectives and hypothesis are still not concretized, you can afford to revisit and
reconsider.
Experiential Learning!
➢Writing a literature review is not as simple as slide 7 makes it look !
➢Practicing to write reviews is the only way to accomplish producing good literature reviews
➢Look out for exercises and other aids to experience the steps of Literature Review first hand
Mudita Mishra
SAMPLE SURVEY
Survey research is a method to
collect __________based on a communication with a
representative sample of individuals called
_________.
EFFECTIVE SURVEY SHOULD HAVE:
Clarity
Completability
Processability
Analyzability
Timeliness
WHAT WOULD A SURVEY RESEARCH
MEASURE
Refusals
Mudita Mishra
What to keep in mind when defining
the research design of your paper…
RD based on LR- methodology section
RD based on LR within LR
RD based on objectives in proposal
The good ol’ research process
https://s3.studentvip.com.au/notes/14786-sample.pdf?v=1509670105
Naming the research design
Exploratory
Descriptive
Experimental/Causal/Correlational
Ethnographic (collective)
Phenomenological (individual)
Sequential Exploratory
Sequential Explanatory
Concurrent MMR
Who ?
How ?
How many?
Mudita Mishra
HAVE YOU IDENTIFIED YOUR METHODOLOGICAL
FRAMEWORK?
The literature review
Any other sources that shed light on data collection (and analysis)
Manovich, Lev. "New Media From Borges to HTML". The New Media Reader. Ed.
Noah Wardrip-Fruin & Nick Montfort. Cambridge, Massachusetts, 2003. 13–
25. (numerical representation, modularity of structure and independence,
automation, variability of versions, transcoding across formats and display)
SECONDARY DATA COLLECTION AND ANALYSIS (ONE FORM:
CONTENT ANALYSIS)
Media analysis
MAPPING INVESTIGATION QUESTIONS WITH OBJECTIVES
O1: Q1, Q2
O2: Q3, Q4, Q5
Leading/Loaded questions
ISSUES OF RELIABILITY AND VALIDITY
Consistency
Actuality
Experimental Research
Designs
Mudita Mishra
Symbolisms in Experimental Research Designs
• X = exposure of a group to an experimental treatment
• O = observation or measurement of the dependent variable (O1, O2,
O3 for temporal order)
• R = random assignment of sample units
• Experimental group
• Control group
• Left to right time flow
Pretest-Posttest Control-Group Design
• (Before--After with Control group)
• Experimental group: R O1 X O2
• Control group: R O3 O4
• The effect of experimental treatment is calculated as (O2-O1) – (O4-
O3)
Posttest only Control Group Design
• (After-only Control Group)
• Experimental group: R X O1
• Control group: R O2
• The effect of experimental treatment is calculated as (O2-O1)
Recap of the process (and topics)
• What is Research
• Understanding Research Process
• Problem Definition
• Research Design (Survey, Observation, Experimental)
• Data Collection Tools
• Sampling Designs
• Data Analysis – Descriptive; Inferential: Univariate (t, z, chi square),
Bivariate (t, z, chi square, ANOVA-F test), Correlation, Regression,
Multivariate Analysis (Multiple Regression, Discriminant Analysis,
MANOVA, Factor Analysis)
OBSERVATIONAL RESEARCH
DESIGN
Mudita Mishra
WHAT IS RESEARCHING BY OBSERVATION
A process where the researcher observes and
systematically records the activities of various
individuals to describe their behaviors
Hidden observation
BEHAVIORAL OBSERVATION
Direct observation and systematic recording of
behaviors, usually in natural settings
Unobtrusive observations
Subject reactivity
https://hiltondesignblog.wordpress.com/2015/11/0
5/introduction-to-semiotics/
https://www.sevanoland.com/cultural-
semiotics.html
https://www.flickr.com/photos/gforsythe/8623886
644
https://www.researchgate.net/figure/A-typology-
of-narrative-analyses_fig1_248912857
NATURALISTIC OBSERVATION
Researcher observes behavior in a natural setting
as unobtrusively as possible
Mystery Shoppers
Netnography (ethnography)
OVERVIEW
“Why do so many companies
make bad decisions, even with
access to unprecedented
amounts of data? With stories
from Nokia to Netflix to the
oracles of ancient Greece, Tricia
Wang demystifies big data and
identifies its pitfalls, suggesting
that we focus instead on "thick
data" -- precious, unquantifiable
insights from actual people -- to
make the right business
decisions and thrive in the
unknown.” –Tricia Wang,
Technology Ethnographer, TED
Talk, Sept,2016
HOW THICK DATA CHANGED NETFLIX
Being
aware that relying only on Big Data creates distorted
images of users/clients, Netflix opted for a Thick Data
perspective and contacted a well-known anthropologist,
Grant McCraken.
Feeling entitled due to Coming equipped with a Mostly PR majors instead of majoring in
unique qualifications, public relations education other fields
as compared to and several internships Being educated in public relations
previous generations Starting jobs with several internships under
the belt
Having a great foundation from majors and
Open Coding Properties Examples of participants’
words
Craving immediate Desiring attention
feedback and being Wanting to impress Want to feel valued and appreciated
motivated by feeling Wanting a mentor Want to be recognized
appreciated Want feedback
Want to be rewarded for good work
Seeking personal
Advocating a fulfillment Don’t want to work our lives away
work-life balance Recharging by enjoying Want to have room for a life outside of
a rich personal life work
Being raised to believe Raised to expect excellence in our
they could have it all personal lives
reliability dependability
objectivity confirmability
CREDIBILITY
LINCOLN AND GUBA'S EVALUATIVE CRITERIA Triangulation
Peer debriefing
Lincoln and Guba posit that trustworthiness of a Negative case analysis
Member-checking
research study is important to evaluating its
worth. Trustworthiness involves establishing:
Credibility - confidence in the 'truth' of the findings
TRANSFERABILITY
Transferability - showing that the findings have Thick description
applicability in other contexts
Dependability - showing that the findings are
consistent and could be repeated DEPENDABILITY
Inquiry audit
Confirmability - a degree of neutrality or the extent to
which the findings of a study are shaped by the CONFIRMABILITY
respondents and not researcher bias, motivation, or Triangulation
interest.
NARRATIVE RESEARCH
WHY NARRATIVES?
Narrative
- Non-random sequence of events
-Convey action and movement through time
-Plot/Causality
Important because
-we make sense of the world through the stories we tell
-narratives are one of our main ways of communicating
-narratives are everywhere
-People lead storied lives (Riessman, 1993)
Research focus of N.A.– Exploring the life of an individual
Unit of analysis – Studying one or more individuals
The Key
-Gain the subjective experience of the subject
Result
-New meaning
-Fuller meaning
-Renewed meaning
PERCEPTION DOES NOT MIRROR REALITY
Perception of an
object is partial,
subjective and
incomplete. It
does not mirror
reality.
There is no single
reality; each
individual has his
or her own reality.
phenomenological
We must be
aware that people
see different
realities in
different
situations, in the
company of
different people
and at different
times.
IN SUM
adolescent?
How does a woman’s sense of identity change during
Mudita Mishra
WHAT ARE RESEARCH ETHICS?
Informed consent
Debriefing
Right to Privacy/Confidentiality
1. INFORMED CONSENT
Securing informed consent from
participants is a matter of fully disclosing
the procedures of the proposed survey or
other research design before requesting
permission to proceed with the study.
If there is a chance the data could harm
the participant (offering only limited
confidentiality), a signed form detailing
the types of limits should be obtained.
For most business research, oral consent
is sufficient.
INFORMED CONSENT PROCEDURES FOR
SURVEYS
Introduce yourself.
Brief description of the survey topic.
Geographical area of the respondents and target
sample.
Sponsor’s name.
Describe purpose of research.
Time estimate for completing the interview
Promise anonymity and confidentiality (when
appropriate).
Tell the interviewee that participation is voluntary.
Tell the participant that item-nonresponse is
acceptable.
Ask permission to begin.
2. DEBRIEFING PARTICIPANTS
Findings non-disclosure
SPONSOR NON-DISCLOSURE
Companies have a right to dissociate
themselves from the sponsorship of a research
project.
Due to the sensitive nature of management
dilemma, or the research question, sponsor may hire
an outside consulting or research firm to complete
research project:
For example, when a company is testing a new product idea or
If a company is contemplating entering a new market, it may not
wish to reveal its plans to competitor.
In such cases, it is the responsibility of the researcher to respect
this desire.
PURPOSE NON-DISCLOSURE
A research sponsor may be testing a new idea that is
not yet patented and may not want anyone to know of
its plans
It may be investigating employee complaints and may
not want to spark union activity
The sponsor might be contemplating a new public
stock offering, where advance disclosure would spark
the interest of authorities or cost the firm heavily.
FINDINGS NON-DISCLOSURE
Most sponsors feel no need to hide their identity or the
study purpose but want the research data and findings
to be confidential, at least until the management
decision is made.
Thus sponsors usually demand and receive findings
nondisclosure between themselves or their
researchers.
RIGHT TO QUALITY RESEARCH
An important ethical consideration for the researcher
and the sponsor is the sponsor’s right to quality
research. This right entails:
Providing a research design appropriate for the research
question.
Maximizing the sponsor’s value for the resources expended.
Providing data handling and reporting techniques
appropriate for the data collected.
ETHICS RELATED TO SPONSOR
Sometimes researchers will be asked by
sponsors to participate in unethical
behavior.
To avoid coercion by sponsor the
researcher should:
Educate sponsor to the purpose of research
Explain researcher’s role
Explain how distortion of the truth leads to
future problems
If necessary, terminate relationship with
sponsor
ETHICAL ISSUES RELATED TO
RESEARCHERS AND TEAM
MEMBERS
Safety
Ethical behavior of assistants
Protection of anonymity
SOME CASES
https://www.utwente.nl/en/bms/research/forms-
and-downloads/bryman-bell-2007-ethics-in-
business-research.pdf
https://oir.nih.gov/sites/default/files/uploads/sourc
ebook/documents/ethical_conduct/case_studies-
2014.pdf