Lecture - 3 - Formulating and Clarifying Research and Choosing Topic

Slide 2.
Lecture 3
Formulating and clarifying the research
topic
Saunders, Lewis and Thornhill, Research Methods for Business Students, 5th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009
Slide 2.2
Formulating and clarifying your

research topic
The important steps
• Identifying the attributes of a good research topic
• Generating ideas that help you select a suitable

topic
• Turning ideas into clear research questions and

objectives
• Writing your research proposal

Slide 2.3
Attributes of a good research topic (1)

Capability: is it feasible?
• Are you fascinated by the topic?
• Do you have the necessary research skills?
• Can you complete the project in the time available?
• Will the research still be current when you finish?
• Do you have sufficient financial and other resources?
• Will you be able to gain access to data you are likely to

require for this topic?
Slide 2.4
Slide 2.5

Appropriateness: is it worthwhile?
 Does the topic fit the specifications and meet the standards set by the examining
institution?
 Does your topic contain issues that have a clear link to theory?
 Are you able to state your research question(s), aim and objectives clearly?
 Will your proposed research be able to provide fresh insights into this topic?
 Does your topic relate clearly to the idea you have been given (perhaps by an
organisation)?
 Are the findings for this topic likely to be symmetrical: that is, of similar value whatever
the outcome?
 Does the topic match your career goals?
Slide 2.6
And - (if relevant)
Does the topic relate clearly to an idea

you were given -
possibly by your organisation ?
Slide 2.7
Generating research ideas

Rational thinking Creative thinking
Examining your own strengths and Keeping a notebook of ideas (paper-

interests based works better than electronic!)
Looking at past project titles - library,
Exploring personal preferences using
internet, search engines, etc. Keep
past projects
notes!
Discussion with peer group, family,
Relevance trees (mind map)
friends, tutors, etc. Make notes!
Searching the literature - academic and
A research diary is a very useful tool
professional journals, books,
and should be kept with you at all times
conference proceedings, electronic
– again, preference is paper-based
databases, etc.
Brainstorming
Scanning the media
Table 2.1: Most frequently used techniques for generating and refining research
ideas
Slide 2.8
Brainstorming
• The technique of brainstorming : a problem-solving technique on many business and management
courses, can also be used to generate and refine research ideas. It is best undertaken with a group
of people, although you can brainstorm on your own. Brainstorming involves several stages:
1. Defining the problem.
problem This will focus on the sorts of ideas you are interested in – as precisely as
possible. In the early stages of formulating a topic this may be as vague as,
• ‘I am interested in marketing but don’t know what to do for my research topic’.
2. Asking for suggestions. These will relate to the problem.
3. Recording suggestions. As you record these you will need to observe the following rules:
• No suggestion should be criticised or evaluated in any way before all ideas have been
considered.
• All suggestions, however wild, should be recorded and considered.
• As many suggestions as possible should be recorded.
4. Reviewing suggestions.
suggestions You will seek to explore what is meant by each as you review these.
5. Analysing suggestions. Work through the list of ideas and decide which appeal to you most as
research ideas and why.
Slide 2.9
Refining research ideas
• Using the Delphi Technique
• Conducting a preliminary study
• Continually testing out your ideas
• Integrating ideas
• Refining topics given to you by your organisation
Slide 2.10
The Delphi technique

• The Delphi method is a process used to arrive at a group opinion or decision by
surveying a panel of experts. Experts respond to several rounds of questionnaires,
and the responses are aggregated and shared with the group after each round.
• The experts can adjust their answers each round, based on how they interpret the
"group response" provided to them. The ultimate result is meant to be a true
consensus of what the group thinks.
• To use this technique, you need:
1. to brief the members of the group about the initial research idea (they can make
notes if they wish);
2. to, at the end of the briefing, encourage group members to seek clarification and
more information as appropriate;
3 to ask each member of the group, including the originator of the research idea,
to generate independently up to three alternative research ideas based on the initial
idea (they can also be asked to provide a justification for their specific ideas);
Slide 2.11
The Delphi technique (2)

• 4 to collect the research ideas in an unedited and non-attributable form
and to distribute them to all members of the group to reflect on;
• 5 to encourage group members to comment on each research idea,
including giving reasons for their opinions;
• 6 a second cycle of steps 2 to 5 to encourage further refinements or
new options in light of what others have said during the first cycle;
• 7 subsequent cycles of the process until an outcome is reached. This
may be a consensus around a particular research idea. It may occur
when saturation occurs – no further ideas are forthcoming. It may also
occur when participants become tired and less productive. In practice,
three cycles of this technique are Likely to produce an effective
outcome.
• This process works well, not least because people enjoy trying to help
one another. In addition, it is very useful in forming cohesive groups.
Slide 2.12
Writing research questions

Write research questions that are
• Consistent with expected standards
• Able to produce clear conclusions
• At the right level (not too difficult)
• Not too descriptive (beware of research questions that

are too easy or too difficult)
•
Note: begin with one general focused question that
originate in you; this may lead to several more detailed
questions or the definition of research objectives.
Clough and Nutbrown (2002)
Slide 2.13
If you do not
know where you
are going, any
road will take
you there.
13
Slide 2.14
Writing research objectives
 Check your examining body’s preferences for stated

objectives
 Use a general focus research question as a base to write
a set of research objectives
 Objectives are more generally acceptable to the research
community as evidence of the researcher’s clear sense
of purpose and direction
 Objectives are likely to lead to greater specificity than
research or investigative questions
 Research objectives require more rigorous thinking, and
use of more formal language
Slide 2.15
Phrasing research question as research

objective: an example
Research question: Why have organizations introduced team

briefing?
Research objective: To identify organizations’ objectives for team

briefing schemes
Slide 2.16
Developing a topic into a research question
• Develop themes around your chosen

topic area
• Consider questions that might be
researched relating to these themes
• Develop into a SINGLE research
question
• Avoid the word ‘AND’ like the plague!
Slide 2.17
How NOT to Frame a Research Question
• Example one: “An investigation into the use of

electronic banking in Asia”
• Absolutely massive!!! Totally unresearchable
• Example two: “The impact of the Internet on
banks and customers and whether this use will
increase in the future or not?”
• More than one question. Too big a topic.
Unclear and ambiguous. Unresearchable
Slide 2.18
Example Ideas and Possible Questions
Topic Question
• Internet banking • What impact has Internet banking had on
bank tellers in Pretoria?
OR
• To what extent does Internet banking
increase customer use of other banking
technologies in Taipei, Taiwan?
• Marketing • To what extent does magazine advertising

appeal to black women in Hong Kong
OR
• How best to launch a new perfume in country
X
Slide 2.19
Turning ideas into research projects (1)

Examples of research ideas
and their derived focus questions
Table 2.2 Examples of research ideas and their derived focus research
questions
Slide 2.20
Useful techniques
• Start with a general focus question
• Use the ‘Russian Doll’ principle to

reach the essence of the question
• Discuss areas of interest with your

tutor
Slide 2.21
‘Russian Doll’ Principle

• The Russian doll principle means breaking down
the research question from the original statement
to something which strips away the complication
of layers and obscurities until the very essence –
the heart – of the question can be expressed.
• illustrate the unity of body, soul, mind, heart, and

spirit.
Slide 2.22
Writing clear research objectives
• Check your examining body’s preferences for

stated objectives
• Use a general focus question to achieve precise

objectives
Saunders et al. (2009)
Slide 2.23
Include SMART Personal objectives
Specific
Measurable
Achievable
Realistic
Timely
Slide 2.24

Phrasing research questions as research objectives
Table 2.3 Phrasing research questions as research objectives

Slide 2.25
Example Research Question and Aims

Research Question:
• Continuous improvement as a facet of change management
at Aramex, KSA.
Research Aims:
• To understand contemporary literature on continuous
improvement
• To understand contemporary literature on change
management
• To investigate the current approach to change management
at Aramex
• To draw conclusions and make recommendations for
incorporating continuous improvement into how Aramex
manage change – based on aims one, two and three
Slide 2.26
The importance of theory

• A theory is a formulation regarding the cause and effect
relationships between two or more variables, which may or
may not have been tested.
• Asking for opinions and gathering facts – ‘What' questions

(descriptive research)
• Using questions that go beyond description and require

analysis – 'why' questions
Phillips and Pugh (2005)
In order to:
Explain phenomena Analyse relationships
Predict outcomes Compare and generalise
Slide 2.27
Threefold typology of theories
Grand, middle range and substantive theories
Creswell (2002)
Figure 2.1 Grand, middle-range and substantive theories
Slide 2.28
Threefold typology of theories

• Grand theories, are usually thought to be the province of
the natural scientists, which lead to a whole new way of
thinking, e.g., Newton’s theory of gravity, Darwin’s theory of
evolution or Einstein’s theory of relativity.
• Middle range theories, lack the capacity to change the way
in which we think about the world but are nonetheless of
significance, e.g., theories of human motivation, well known
to managers
• Substantive theories, that are restricted to a particular
time, research setting, group or population or problem, e.g.,
implications of a cost-saving strategy in a particular
organization.
Slide 2.29
Summary: Chapter 2
The best research topics
• Formulate and clarify the topic
• Meet the requirements of the examining body
• Use a variety of techniques when generating

research ideas
• Are focused on clear questions based on relevant

literature
Slide 2.30
Summary: Chapter 2
The best research topics
• Are theory dependent
• Have a proposal containing organised ideas
Tell the reader:
• What will be done and why
• How it will be achieved

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Slide 2.

Formulating and clarifying your

The important steps

• Identifying the attributes of a good research topic

• Generating ideas that help you select a suitable

• Turning ideas into clear research questions and

• Writing your research proposal

Attributes of a good research topic (1)

• Are you fascinated by the topic?

• Do you have the necessary research skills?

• Can you complete the project in the time available?

• Will the research still be current when you finish?

• Do you have sufficient financial and other resources?

• Will you be able to gain access to data you are likely to

Attributes of a good research topic (1)

Attributes of a good research topic (2)

 Does the topic match your career goals?

Attributes of a good research topic (3)

And - (if relevant)

Does the topic relate clearly to an idea

possibly by your organisation ?

Generating research ideas

Examining your own strengths and Keeping a notebook of ideas (paper-

2. Asking for suggestions. These will relate to the problem.

Refining research ideas

• Using the Delphi Technique

• Conducting a preliminary study

• Continually testing out your ideas

• Refining topics given to you by your organisation

The Delphi technique

The Delphi technique (2)

Writing research questions

• Consistent with expected standards

• Able to produce clear conclusions

• At the right level (not too difficult)

• Not too descriptive (beware of research questions that

Writing research objectives

 Check your examining body’s preferences for stated

Phrasing research question as research

Research question: Why have organizations introduced team

Research objective: To identify organizations’ objectives for team

Developing a topic into a research question

• Develop themes around your chosen

How NOT to Frame a Research Question

• Example one: “An investigation into the use of

Example Ideas and Possible Questions

• Marketing • To what extent does magazine advertising

Turning ideas into research projects (1)

Turning ideas into research projects (2)

• Start with a general focus question

• Use the ‘Russian Doll’ principle to

• Discuss areas of interest with your

‘Russian Doll’ Principle

• illustrate the unity of body, soul, mind, heart, and

Turning ideas into research projects (3)

Writing clear research objectives

• Check your examining body’s preferences for

• Use a general focus question to achieve precise