Introduction to

Research
Methodology
 Meaning of
The
Researchmethod consisting of
systematic
enunciating the formulating
problem, collecting the facts a
hypothesis, or data,
analysing the facts and reaching certain
conclusion either in the form of solutions
towards the concerned problem or in
certain for som
generalisations
theoretical e
formulation. 2
 Objectives of
research
• Find out truth which is hidden and
which has not been discovered yet
• Gain familiarity with a phenomenon or
to achieve new insights into it
• Portray accurately the characteristics of
a particular individual, situation or a
group

3
 Objectives of
research
• Determine the frequency whic
with something occurs or h it
with
associated which
with something else is

• Test a hypothesis of a causal relationship

between variables

4
 Motivation in
researchdegree
• Research along with
its consequential benefits
• Face the in
unsolved
challenge solving the
• problem
Get som
intellectual joy of doing e
creative work
• Service to
society 5
 Criteria of good
research
• Purpose should be clearly defined
• Common concepts to be used
• Explain procedure clearly - for continuity
• Results should be as objective as
possible
• Report with frankness
- Limitations of the study
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 Criteria of good
research
• Appropriate statistical test of
significance
• Reliable outcome measures
• Justify conclusions with data
• Limitation of data
• Systematic
• Logical
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 Problem encountered
by researches in
India
• Lack of scientific training in methodology
of research
• Insufficient interaction
• Need for generating the confidence that
the information/data obtained from a
respondents will not be misused

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 Problem encountered
by researches in
India
• Research studies overlapping one
another are undertaken quite often
for want of adequate information

• Difficulty of timely availability of

published data
s

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 Types of
research
• Descriptive
a)Cross Sectional and
b)Longitudinal Research
• Exploratory Research
• Causal Research

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 Descriptive
research
• Surveys & fact-finding enquiries
• Ex post facto research – social science &
business research
• Has no control over variables
• Can only report what has happened
or what is happening

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Descriptive research aims to accurately
and systematically describe a population,
situation or phenomenon.
It can
answer what, when, where, and how
questions, but not why questions.

Example:- What is the impact of viral

marketing on consumer behaviour in
consumer amongst university students. 
 What is Cross-
Sectional Study?
Cross-sectional study is defined as an
observational study where data is
collected as a whole to study a
population at a single point in time to
examine the relationship between
variables of interest.
 What is Longitudinal
Study?
Longitudinal study, like the cross-
sectional study, is also an observational
study, in which data is gathered from
the same sample repeatedly over an
extended period of time.
Longitudinal study can last from a few
years to even decades depending on
what kind of information needs to be
obtained.
 Cross-sectional study Longitudinal study

Cross-sectional studies are quick to conduct as Longitudinal studies may vary from a few years
compared to longitudinal studies.   to even decades.

A longitudinal study requires a researcher to

A cross-sectional study is conducted at a given
revisit participants of the study at proper
point in time.
intervals.

Cross-sectional study is conducted with different Longitudinal study is conducted with the same
samples. sample over the years.  

Cross-sectional studies cannot pin down cause- Longitudinal study can justify cause-and-effect
and-effect relationship. relationship.

Multiple variables can be studied at a single point Only one variable is considered to conduct the
in time. study.

Since the study goes on for years longitudinal

Cross-sectional study is comparatively cheaper.
study tends to get expensive.
 Exploratory research

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.
 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.
 Methods of Conducting
Exploratory research
Secondary Data Analysis
Expert Survey
Focus group Interview
Case Analysis
Projective Technique
 Projective Technique
are indirect and unstructured methods
of investigation which have been
developed by the psychologists and
use projection of respondents for
inferring about underline motives, urges
or intentions which cannot be secure
through direct questioning as the
respondent either resists to reveal
them.
https://www.youtube.com/watch?v=LYi1
9-Vx6go
 Causal Research
(Explanatory research)
Causal research falls under the
category of conclusive research,
because of its attempt to reveal a
cause and effect relationship between
two variables.

Experiments are the most popular

primary data collection methods in
studies with causal research design.
Examples of Causal Research
(Explanatory Research)
•The following are examples of research
objectives for causal research design

•To assess the impacts of foreign direct

investment on the levels of economic growth

•To analyse the effects of re-branding

initiatives on the levels of customer loyalty
 Research
methods
• All those methods/techniques that
are used for conduction of research

• Refer to the methods the researchers

use in performing research operations

• Method used by the researcher

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 Research
methods
• Put into 3 groups,
1. Methods which are concerned with
data collection
2. Statistical techniques for
establishment of relationship b/w
data & unknown
3. Evaluating the accuracy of
results obtained
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 Research
methodology
• A systematic way to solve the
research problem
• Science of understanding how research
is done
• Study varies steps adopted by
a researcher
• Researchers should know the
relevant method and which are not
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 Research
methodology
When we talk of RM we not only talk of
the research methods but also consider
the logic behind the methods we use in
the context of our research study and
explain why we are using a particular
method
why weandare not using others, tha
tsoresearch results are capable of being
evaluated by the researcher himself or by
others 26