Unit 1

The Research Process

 ‘Seven’ Phases of Research
1. Problem definition
2. Literature review
3. Formulate hypothesis
4. Selection of research design, subjects, and data
collection techniques
5. Data gathering
6. Data processing and analysis
7. Interpretations, Conclusions, Implications, and
Recommendations
1. Problem Definition
◦ Describe the Broad Problem Area
◦ State the objectives or purposes
◦ Inform reader about the scope of the study,
including defining any terms, limitations, or
restrictions

2. Literature Review
Gives theoretical rationale of problem being
studied, what research has been done and how it
relates to the problem
Helpful to divide the literature into sub-topics for
ease of reading
Quality of literature should be assessed
3. State the hypothesis(es)

4. Selection of Research Design

Indicates the steps needed to be taken sequentially

Each design can rely on one ore more data collection

technique

Assess reliability and validity

Critical consideration in determining methodology is

the selection of subjects
5. Data Gathering

Must pretest

Design the sampling scheme

Questionnaires must be coded

6. Data processing and analysis

Describe demographics of the data

Compare behavior (if applicable)

Choose appropriate statistical technique (if

applicable)

Look for patterns in data (if applicable)

7. Interpreting the Results

Make sure to consider the audience

Discuss implications for the population of

interest and future research
 What is Business Research
A systematic and organized effort to investigate a
specific business problem that needs a solution

Managers have to alert and responsive to what is

going on, both within their organization and in its
environment, for effective decision making and
developing effective course of action

The origin of most research stems from the desire to

get a grip of the issue, concerns and conflicts
arising

Research typically begins with a problem

Business Problem: An Example

Long and frequent delays lead to much

frustration among the airline passengers.
These feelings may eventually lead to
switching behavior, negative word of mouth
communication and customer complaints.
These feelings and behaviors eventually have
negative effects on the performance and
profitability of the firm.
Defining the Problem Statement
It must be unambiguous, specific and
focused

Should include:
◦ statement of research question(s)
 Research Question(s)

1. What are the factors affecting the flight delay?

2. To what extent these factors contribute to the

delay?

3. What are the consequences of waiting and how

does it affect service evaluations?
 Research Objective(s):
1. To identify the factors contributing to
flight delays
2. To identify the factors that influence
passengers’ waiting experience
3. To investigate the possible impact of
waiting on customer satisfaction and
service evaluations
 Few other Examples of Research Objec
 To find out what motivates consumers to buy a product online
 To study the effect of leadership style on employees job
satisfaction
 To investigate the relationship between capital structure and
profitability of the firm
 To establish the success factors regarding the adoption and use
of information systems
 To determine the optimal price for a product
 To understand the causes of employee absence
 To establish the determinants of employee involvement
 To investigate the influence of the in-store shopping
environment on impulse buying
Research Proposal
Made before any research study is
undertaken
To establish an agreement between the
person who authorizes the study and the
researcher
Contains details regarding problem,
methodology, duration and cost
To avoid misunderstandings or frustrations
later
It is a planned, organized and careful effort
Research Proposal
Constitutes of the following:
1. A working title
2. Background of the study
3. The problem statement:
The purpose of the study
Research questions
4. The scope of the study
5. The relevance of the study
6. The research design, offering details on:
Type of study
Data collection methods
The sampling design
Data analysis
7. Time frame of the study
8. The budget (details)
9. Selected Bibliography
Measurement of Variables:
Operational Definitions
It is an integral part of research design

Variables first defined by conceptual

definitions that explain the concept the variable
is trying to capture

Variables then defined by operational

definitions which are definitions for how
variable will be measured
How Variables are Measured?
 To test the hypothesis that workforce diversity affects
organizational effectiveness, we need to measure both.
 Measurement is the assignment of numbers to characteristics
(or attributes) of objects.
 Objects might be persons, companies, countries,…etc.
 Characteristics (attributes) of objects include achievement
motivation, organizational effectiveness, shopping
enjoyment, service quality etc.
 Attributes of objects are measured
 A judge is also needed
 Contd..
Attributes of the objects that can be physically
measured are easy to measure
The measurement of more abstract and subjective
attributes are difficult

For e.g.
Workforce diversity, managerial expertise and
organizational effectiveness and their relationship
can’t be measured directly.
Same for feelings, attitudes and perceptions.
Operationalisation
Reduction of abstract concepts to render
them measurable in a tangible way
e.g. Motivation

Steps of Operationalisation:
Define the construct to be measured
Content of measure (questions)
Response format (e.g. Likert Scale)
Validity and Reliability of the measurement
Operationalisation of Achievement Motivation
Type of questions that can be asked
 Exercise
Operationalize the concept “service quality”
and develop questions that would measure
service quality.
Types of Variables

Dependent (Criterion) and Independent (Predictor) Variables

Dependent Variable:
• Of primary interest
• It is to be understood and described
• Researcher to explain its variability or predict it
• There can be more than one (e.g. quality and volume of output)

Independent Variable:
Variable that influences the dependent variable in a positive or a negative way

Categorize them as Dependent (Criterion) and Independent (Predictor)

Variables

• Stock Market Price, New Product Success

• Power Distance, Managerial Values
 Moderating Variable
It has a contingent effect on the relationship
between the independent and the dependent
variable.
Its presence modifies this relationship

Workforce Organizational
Diversity Effectiveness
Independent Variable Dependent Variable

Managerial
Expertise

Moderating Variable
 Mediating (Intervening) Variable
It is one that surfaces between the time the
independent variables start operating to influence
the dependent variable and the time their impact is
felt on it.
There exist a temporal quality or a time dimension
in it.
It helps modeling a process
t1 t2 t3

Workforce Creative Organizational

Diversity Synergy Effectiveness
Relationship among independent, mediating,
moderating and dependent variables

Workforce Creative Organizational

Diversity Synergy Effectiveness

Managerial
Expertise
 Some more examples…

Job
Increased
Flexible Timings Satisfactio
Productivity
n

Employees’
Gender
Theoretical Framework and Hypothesis
Development
Theoretical Framework provides a conceptual foundation to
proceed for research.

Steps of Building a Theoretical Framework:

Introduce the Concepts/Variables in model
Development of a conceptual model (based on theory)
Explaining the relationship between the variables involved
(There should be a clear explanation of why we expect
these relationships to exist)

From this framework, a testable hypothesis can be developed

to examine whether the theory is valid or not
Theoretical Framework of Customer
Satisfaction (an example)
Theoretical Framework of Air Safety Violatio

Air Safety
Violations
Draw a framework for behavioral and
financial consequences of service quality

Compare yours with that of Zeithaml,

Berry and Parasuraman (1996) in Journal
of Marketing.
Zeithaml, Berry and Parasuraman (1996) in Journal of Marketing
 Hypothesis Development
Tentative, yet testable statement
Predicts our expected findings in the
empirical data based on the theoretical
framework
Logical relationship between two or more
variables in the form of testable statement
For e.g.
If the pilots are given adequate training to
handle mid-air crowded situations, air safety
violations will be reduced
Statement of Hypotheses: Formats (for
Alternative Hypothesis)
If-then statements
e.g. If employees are more healthy, then they will take
sick leaves less frequently
Directional Hypothesis
Terms such as positive, negative, more than, less than
are involved
e.g. Women are more motivated than men
Non-directional Hypothesis
No sense of direction of relationship
e.g. There is a relationship between age and job
satisfaction
Null and Alternate Hypothesis

Directional (previous example)

H0: µW ≤ µM
Ha: µW > µM

Non-Directional (previous example)

H0: µA= µJS
Ha: µA ≠ µJS
A Case