EFB 20503

BUSINESS
RESEARCH
METHODS

LECTURE 1
INTRODUCTION TO BUSINESS RESEARCH
PREPARED BY: MDM. MAIMUNAH ABDUL AZIZ All Rights Reserved
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BUSINESS RESEARCH
We are applying the basic techniques of METHODOLOGY

research in our daily lives!

Research itself is a ‘tool’ to gain data and

information!
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BUSINESS RESEARCH
METHODOLOGY

What is… RE SEARCH

Why do we conduct
research???

And…

RESEARCH
Why is…
METHODOLOGY

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BUSINESS RESEARCH
METHODOLOGY

THE DEFINITION OF RESEARCH

Oxford English Dictionary: Research is a search or investigation

directed to the discovery of some facts.

Business Research can be described as a systematic and organized

effort to investigate a specific problem encountered in a work setting
that need solutions (Kumar, Talib and Ramayah, 2013).

It should be: -
1.Systematic inquiry
2.Logical
3.Real in time
4.Requires in-depth analysis
5.Analytical in nature
6.Accurate
7.Has limitation
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BUSINESS RESEARCH

PURPOSES OF RESEARCH METHODOLOGY

Discovering

Interpreting

Comparing
For advancement
Assessing of human
knowledge
Experimenting

Investigating

Developing

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BUSINESS RESEARCH
METHODOLOGY

MAIN OBJECTIVES OF UNDERTAKING

BUSINESS RESEARCH

Descriptive

Correlational

Explanatory

Exploratory

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BUSINESS RESEARCH
METHODOLOGY

SCOPES OF BUSINESS RESEARCH

Consumer satisfaction and complaints

Employee performance behaviours such as performance,
absenteeism and turnover
Human resource management choices and organizational
strategy formulation.
Brand loyalty, product life cycle and product innovation.
Product positioning, product modification and new product
development.
Updating policies and procedures in keeping with the latest
government regulation.
Market feasibility studies and testing.
Supply chain management

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BUSINESS RESEARCH
CHARACTERISTIC OF SCIENTIFIC METHODOLOGY

RESEARCH

PURPOSIVENESS
Purposiveness refers to the state of doing an activity with a
predetermined goal (Sekaran, 2003). Without it, one can neither
determine when to close the research project, nor determine the
success or failure of it. Moreover, having a purpose also facilitates
motivation among project team members and striving towards the
same direction.

RIGOR
Rigor implies having a solid theoretical base and a sound
methodological design (Sekaran, 2003). Moreover, a research
methodology that is carefully selected, well thought-through, and
commonly accepted in the scientific community provide rigor to the
research. Therefore, a minimal requirement for rigorousness is
wellanchored hypotheses, evaluation techniques and drawn
conclusions. Ultimately, rigorous research planning enables
researchResearch
Business with high reliability and validity.
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BUSINESS RESEARCH
CHARACTERISTIC OF SCIENTIFIC METHODOLOGY

RESEARCH
TESTABILITY
It should be testability. For example, if theories developed cannot be
empirically tested, the objectiveness and practical value is severely
limited. At best, the research will end up as casual reading material, or
at worst, being forgotten in a desk drawer. Testability itself implies the
requirement for operationalization, i.e. allowing for application of
statistical tools and techniques. This is a necessary requirement if
doing hypothetico-deductive research, as is the case in this thesis.

REPLICABILITY
Scientific research must be replicable as the research result which
are replicable have more acceptability and confidence as being
scientific.
Replicability means that if we use similar methods and procedures
of data collection and analysis as compared to the previous study.
The other research study must also come out with similar result.
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BUSINESS RESEARCH
CHARATERISTIC OF SCIENTIFIC METHODOLOGY

RESEARCH
PRECISION AND CONFIDENCE
Precision refers to the closeness of the findings to “reality” based on a
sample. In other words, Precision reflects the degree of accuracy or
exactitude of the results on the basis of the sample, to what really
exists in the universe.
Confidence refers to the probability that our estimations are correct.
That is, it is not merely enough to be precise, but it is also important
that we can confidently claim that 95% of the tin & our results will be
true and there is only a 5% chance of our being wrong. This is also
known as the confidence level.

OBJECTIVITY
Scientific research must be objective in nature; it is one of important
characteristics. Scientific research must deal with fact rather that
interpreting the facts. The conclusions drawn through the
interpretation of the results of data analysis should be objective that
is, they should be based on the facts of the findings derived from
actual data,
Business and Methods
Research not on our own subjective or emotional values. All Rights Reserved
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BUSINESS RESEARCH
CHARATERISTIC OF SCIENTIFIC METHODOLOGY

RESEARCH

GENERALIZABILITY
Generalizability refers to the scope of applicability of the research
findings in one organizational setting to other settings. Obviously, the
wider the range of applicability of the solutions generated by research,
the more useful the research is to the users.

PARSIMONY
Parsimony can be introduced with a good understanding of the
problem and the important factors that influence it. Such a good
conceptual theoretical model can be realized through unstructured
and structured interviews with the concerned people, and a thorough
literature review of the previous research work in the particular
problem area.

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BUSINESS RESEARCH
METHODOLOGY

4 STAGES OF BUSINESS RESEARCH

1
 First stage: Problem identification
2
 Second stage: Gather the relevant information
3
 Third stage: Critically analyze the information
4
 Fourth stage: Provide solution to the existing problem

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BUSINESS RESEARCH
METHODOLOGY

SIGNIFICANCE OF RESEARCH

To gather necessary information related to a field of study or

work

To improve standard of living through new invention and

discovery

To promote the better life and industry based on real case and
policy regulation

To reveal the truth from comparison of opinion and facts

Lesson from the past for the better development base on

patterns

To understand situation through exploration of phenomenon

Problem solving
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BUSINESS RESEARCH
METHODOLOGY

RESEARCH METHODOLOGY

Research methodology is the specific

procedures or techniques used to identify,
select, process, and analyze information about a
topic.

In a research paper, the methodology section allows the

reader to critically evaluate a study's overall validity and
reliability. In most research papers, research methodology is
explained briefly in the abstract and further elaborated as
part of the research content.

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BUSINESS RESEARCH
METHODOLOGY
AN EXAMPLE OF RESEARCH PAPER

Source:
BusinessSuanmali, S. (2014).
Research Factors Affecting Tourist Satisfaction: An Empirical Study in the
Methods All Rights Reserved
Northern Part of Thailand. SHS Web of Conferences 12, 0102 (2014).
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AN EXAMPLE … cont BUSINESS RESEARCH
METHODOLOGY

Business Research Methods All Rights Reserved

Source: Suanmali, S. (2014). Factors Affecting Tourist Satisfaction: An Empirical Study in the
© Oxford
NorthernFajar
Part ofSdn. Bhd.SHS
Thailand. (008974-T), 2012
Web of Conferences 12, 0102 (2014). 1– 16
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LET’S ANSWER A BUSINESS RESEARCH
METHODOLOGY
QUESTIONNAIRE SURVEY!

SURVEY ON DOMESTIC TRAVEL IN

MALAYSIA SINCE RECOVERY MCO
(R.M.C.O)

OPEN THE LINK
Business Research Methods
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https://forms.office.com/Pages/ResponseP
age.aspx?id=r-EjYkahR0KrzPBK0p-nhamp
JRqPa1RKrYVFmSU6RVtURVBGUTNHO
UZMWUVZQUxFTlpEVVpNTUpLUy4u
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1– 17
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BUSINESS RESEARCH
DISCUSSION METHODOLOGY

The Questionnaire survey is an example of applied

research carried out by DMO in Malaysia to investigate
travel patterns during Recovery Movement Control due
to the spread of Covid-19 (2020).

WHAT ARE TYPES OF QUESTIONS APPLIED IN

THE QUESTIONNAIRE SURVEY?
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BUSINESS RESEARCH
RESEARCH APPROACHES METHODOLOGY

1 2 Quantitative
Qualitative

It is non-numerical It is numerical

I looks for ‘meaning’ It depends on occurrence,

which is more specific
The research will answer
questions about who, what, It test hypothesis and
when and how? relationship

I involves smaller sample It requires larger sample

(called informant) (called respondent)

The simplest instrument is Most popular instrument used is

observation and interview questionnaire survey

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BUSINESS RESEARCH
APPROACHES IN TOURISM RESEARCH METHODOLOGY

1 Qualitative

Inductive reasoning :
It is a process of using examples and
observation to reach a general conclusion.
 Aims at developing a theory

2 Quantitative

Deductive reasoning :
It uses pattern and specific example to draw a
Business conclusion
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Aims
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BUSINESS RESEARCH
THE PROCESS OF INDUCTIVE AND METHODOLOGY

DEDUCTIVE REASONING

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BUSINESS RESEARCH
AN EXAMPLE OF INDUCTIVE REASONING METHODOLOGY

Staff Attitude
Abdul Aziz (2010)
asserted that, there are 3 1 Service
Empathy
determinants that affect Quality
tourist satisfaction towards
a destination in Malaysia, Assurance
which are:
Environmental
1.Service Quality Setting
2.Destination Image
2 Destination
3.Brand Image Cleanliness
Image
Movement and
Signage

Brand Quality

INDUCT 3 Brand Brand Price

Quality
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Brand
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BUSINESS RESEARCH
AN EXAMPLE OF DEDUCTIVE REASONING METHODOLOGY

Staff Attitude
Khalid Khir (2020) posited
that, there are 3 1 Service
Empathy
dimensions that affect Quality
tourist satisfaction towards
Assurance
a destination at Pulau
Langkawi, Malaysia,
which are:
Environmental
1.Service Quality Setting
2.Destination Image
2 Destination
3.Brand Image Cleanliness
Image

3 Brand Quality
Brand
DEDUCT
Quality
Brand Price
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BUSINESS RESEARCH
METHODOLOGY
METHODS IN QUALITATIVE

CASE STUDY ETHNOGRAPHY PHENOMENOLOGY

GROUNDED ACTION NARRATIVE

THEORY RESEARCH

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BUSINESS RESEARCH
METHODOLOGY
METHODS IN QUANTITATIVE

SURVEY CORRELATIONAL
RESEARCH RESEARCH

CAUSAL- EXPERIMENTAL
COMPARATIVE RESEARCH
RESEARCH All Rights Reserved
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BUSINESS RESEARCH
METHODOLOGY

RESEARCH INSTRUMENT

A research instrument is a ‘tool’ used in order to

obtain and measure data.

Questionnaire

Interview

Focus Group Discussion

Photography

Literature Review
Observation

Document Analysis
Survey/ Field Work
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TOURISM RESEARCH
RESEARCH SOFTWARE METHODOLOGY

MENDELEY/
For citation and referencing
ENDNOTE

ATLAS TI
QUALITATIVE SOFTWARE for note taking
and analysis of patterns and themes
NVIVO

SPSS
QUANTITATIVE SOFTWARE for
descriptive, inferential and correlational
analysis
SMART PLS
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BUSINESS RESEARCH
METHODOLOGY
ANOTHER APPROACH IN RESEARCH

Mixed -
3 Methodology
(MMR)

It is a research that
combines both qualitative
and quantitative approaches

Sequential OR Concurrent

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BUSINESS RESEARCH
METHODOLOGY

Which approach is most common in

Business Research???

QUANTITATIVE
APPROACH
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BUSINESS RESEARCH
METHODOLOGY

Yet, it depends on the following factors:

1.Sources of available data

2.Types of data and desired types of data
3.Research objectives
4.Nature study in the research area, for example
Tourism

Thus, there is none a fixed decision in the

determination of research methodology.

Then, how to select suitable and reliable

methods???
Who to decide??? YOU HAVE TO
DECIDE!!! All Rights Reserved
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BUSINESS RESEARCH
METHODOLOGY

END OF CLASS

Main Reference (Book): Kumar, M.,

THANK YOU!! Abdul Talib,S. and T. Ramayah (2013).
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Business Research Methods Business Research Methods.
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Oxford University Press.