RES 301

Introduction to Research
Methods
 Quick Exercise
To describe the scope of the
Objectives course
for Today To know the arrangements for
the course
To introduce the notion of:
– Research Methods
 Please write a question you
Quick would like me to answer about
Exercise this course on the sticky note
given to you.
 Course Aim
Students taking this course learn:
• Business research strategies
• Research Methodology & Design
• Research Problem, objective and Hypothesis
formulation
• Data collection Methods and Measurement
• Data analysis techniques
• How to write Findings and Conclusions
• Referencing
 Course Overview
Learning Outcomes:

• This course will prepare you to acquire appropriate

skills and knowledge needed to design effective and
ethical research investigations
 Course Arrangement
Week Course Content Facilitator

1&2 Introduction to Research Dr. Oni

3&4 Literature Review Dr. Oni

5&6 Research Methodology & Design Dr. Vincent

7&8 Research Problem, objective and Hypothesis Dr. Vincent

Last Research Proposal Assignment
lecture in
week 8

9&10 Data collection Methods and Measurement Dr. Vincent & Dr. Oni
Last Final Test: Short Answers Questions & Multiple Choice
lecture in
week 10

11,12&13 Data Analysis Techniques Dr. Vincent & Dr. Oni

14 Findings, Conclusion & Referencing Dr. Vincent & Dr. Oni

Weeks
What is research?
one What are research types, research
and philosophies, research strategies,
two research approaches and
classifications?
Saunders’ Research Onion
Formulating and clarifying research
topics
 In groups of 3/4
Group
Exercise Draw a visual representation of
how you see research or how you
see a researcher.
 Research is an organised and
What systematic way to find answers to
is questions
Research? Research is a creative process
a process of enquiry and investigation;
it is systematic, methodical and
ethical.
Research helps to solve practical
problems and increase knowledge.
Research in common parlance refers
to a search for knowledge.
 What is Review or synthesise existing knowledge
the Investigate existing situations or
purpose problems
of Provide solutions to problems
research? Explore and analyse more general issues
Construct or create new procedures or
systems
Explain new phenomenon
Generate new knowledge
…or a combination of any of the above!
(Collis & Hussey, 2003)
 Thoughts and opinions
What Attitudes
does Habits
research Culture
tell us?
Norms
Scientific facts
 Basic Research: The main
motivation is to expand man's
What are knowledge, not to create or
research invent something.
types?

There is no obvious commercial

value to the discoveries that result
from basic research.

How did the universe begin?

 Exploratory research
Research
Types Descriptive research

Explanatory research
 Research undertaken to explore an issue
or a topic.
Explorator Helps to identify a problem, clarify the
y research nature of a problem or define the issues
involved.
It can be used to develop propositions and
hypotheses for further research. For
example,

to understand how consumers react to

new product concepts or ideas for
advertising,
Or what business executives mean when
they talk about ‘entrepreneurship’
 A lot of market and social research is about
Descriptive description as well as exploration – finding
research the answers to the Who? What? Where?
When? How? and How many? questions.

While exploratory research can provide

description, the purpose of descriptive
research is to answer more clearly defined
research questions.

Descriptive research aims to build a picture

– of a market, a set of customers, a social
phenomenon, a set of experiences, for
example.
 Causal or explanatory research
Causal or explanatory research
Explanatory addresses the why questions:
research
Why do people choose brand A
and not brand B?
Why are some customers
satisfied with our service and
others not?
Why do some prisoners use drugs
and others not?
What might explain this?
The Research Onion
 Research philosophy refers to the
set of beliefs concerning the
What nature of the reality being
is
investigated.
research
philosophy?
It is generally examined in terms
of ontology and epistemology.
 Epistemology: What Constitutes Valid
Knowledge and How Can We Obtain It?
– Positivism
Epistemology – Realism
and – Interpretivism
Ontology
Ontology: What Constitutes Reality
and How Can We Understand
Existence?
– Objectivism: makes you know a social
event and the different meaning that
different people attach to it.
– Constructivism: proposes that it is people
that create social phenomena
 This allows the researcher to
understand and recognise the role
their values and opinion play in the
Axiology collection and analysis of the
research as opposed to eliminating
or trying to balance the influence
of it.
For example, if the researcher is a
vegetarian and they are researching
the availability and range of
vegetarian food in hotels this must
be declared in their research..
 The belief about the ways in
which data about a phenomenon
What should be collected, analysed and
is
used.
research
philosophy?
There are two main positions
considered here, known as
positivism and interpretivism.

Others include realism and

pragmatism
 Origin in natural sciences
Only observable phenomena lead to
credible data
Positivism Use existing theory to formulate
hypothesis
Collect data
Test hypothesis based on statistical
analysis of data
Confirm or reject hypothesis
 3 principles:
1. The world exists externally and is
viewed objectively
Positivism 2. Research is value-free
– ‘Facts are facts’ – no influence from us
3. The researcher is independent,
taking the role of an objective
analyst.

Assumptions
1. The world is observed by collecting
objective facts.
2. The world consists of simple elements
to which it can be reduced.
 Can the social world of business be
explained with the ‘law-like’ propositions of
positivists?
Interpretivism Every business situation or social
phenomenon is complex, and unique!
A situation which is a function of
circumstances and individuals at a particular
time, seen from the point of view of the
individuals.
Research is done among people by people
(‘Social actors’)
Appropriate for fields such as organisational
behaviour, marketing, HR management.
 3 basic principles:
1. the social world is constructed and is
given meaning subjectively by
people
Interpretivism 2. the researcher is part of what is
observed
3. research is driven by interests
Assumptions:
1. The social world is observed by
seeing what meanings people give to
it and interpreting these meanings
from their viewpoint.
2. Social phenomena can only be
understood by looking at the totality.
 Also known as Experientialism

Only those things that are experienced or

observed are real.

Pragmatism Pragmatists believe reality constantly changes

and that we learn best by applying our
experiences and thoughts to problems, as they
arise.

There is no absolute and unchanging truth, but

rather, truth is what works. Pragmatism is
derived from the teaching of Charles Sanders
Peirce (1839-1914), who believed that thought
must produce action, rather than linger in the
mind and lead to indecisiveness.
 Realists believe that reality exists
independent of the human mind.

Realism The ultimate reality is the world of physical

objects. The focus is on the body/objects.
Truth is objective-what can be observed.

For example, a rose exists whether or not a

one is aware of it. A rose can exist in the
mind without being physically present, but
ultimately, the rose shares properties with
all other roses and flowers (its form),
however, one rose could be red and another
blue.
 This is referring to the approach
that the researcher takes, which
can largely be described as either
Research
inductive or deductive.
Approach?
 The deductive approach seeks to test a
hypothesis from an existing theory
We might begin with a theory about our
topic of interest. We then narrow down
Research into more specific hypotheses that we can
Approach? test.

The inductive approach is the opposite. It

is done with the aim of generating theory.

Typically, a deductive approach is

associated with quantitative research and
an inductive approach is associated with
qualitative research
 The strategy layer of the research
onion refers to how the researcher
What are intends to carry out the work, i.e.
research what method of data collection
strategies? will be used
 Research Strategies

Experiment Action research

Grounded theory Survey

Ethnography Case study

Archival research
 An experiment will involve

• Definition of a theoretical hypothesis

• Selection of samples from know
Research populations
Strategies • Random allocation of samples
• Introduction of planned intervention
• Measurement on a small number of
dependent variables
• Control of all other variables
 Survey: key features

• Popular in business research

Research • Perceived as authoritative
Strategies • Allows collection of quantitative data
• Data can be analysed quantitatively
• Samples need to be representative
• Gives the researcher independence
• Structured observation and interviews can
be used
 Case Study: key features

Provides a rich understanding of a

real life context
Research
Uses and triangulates multiple
Strategies
sources of data

A case study can be categorised in

four ways
and based on two dimensions:

single case v. multiple case

holistic case v. embedded case
Yin (2003)
 Grounded theory: key features

Research Helps to predict and explain

Strategies behaviour

Develops theory from data

generated by observations

Is an interpretative process, not a

logico-deductive one
Based on Suddaby (2006)
 Ethnography: key features

Aims to describe and explain the

social world inhabited by the
Research
researcher
Strategies

Takes place over an extended

time period

Is naturalistic

Involves extended participant

observation
 Archival research: key features

Uses administrative records and

documents as the principal
Research
sources of data
Strategies

Allows research questions

focused on the past

Is constrained by the nature of the

records and documents
 Action research: key features

Research IN action - not ON action

Research Involves practitioners in the
Strategies research
The researcher becomes part of the
organisation
Promotes change within the
organisation
Can have two distinct foci (Schein,
1999) –
the aim of the research and the
needs of the sponsor
 The role of the practitioner-
researcher
Key features
Research
Strategies Research access is more easily
available
The researcher knows the
organisation
Has the disadvantage of familiarity
The researcher is likely to their own
assumptions and preconceptions
The dual role requires careful
negotiation
 The choices outlined in the research
onion include the mono method, the
mixed method, and the multi-method.
Choices
The mono-method involves using one
research approach for the study.
The mixed-methods required the use
of two or more methods of research,
and usually refers to the use of both a
qualitative and a quantitative
methodology.
In the multi-method, a wider selection
of methods is used
 Multiple research methods
Research choices

Saunders et al, (2009)

Figure 5.4 Research choices
 Mono Use one type of information
Method Either qualitative or quantitative
Not both!
 The distinction is that mixed methods
combines qualitative and quantitative
Mixed/Multi
methods, while multi-methods uses
Method
two qualitative methods
Mixed method
– Combines qualitative and quantitative
methodology to create a single dataset
Multi-method
– mix of methods by combining two or
more qualitative methods or two or
more quantitative methods in a single
research study.
 Reasons for using mixed method
Mixed designs:
Methods
• Triangulation
• Facilitation
• Complementarity
• Generality
• Aid interpretation
• Study different aspects
• Solving a puzzle
Source: developed from Bryman (2006)
 The Time Horizon refers to the time frame
within which the project is intended for
completion. According to the research
Time onion, there are two types of time horizons:
cross-sectional and the longitudinal.
Horizon
The cross-sectional time horizon is when
there is a pre-set time established for the
collection of data.

A longitudinal time horizon refers to the

collection of data repeatedly over an
extended period, for example when a person
reaches a different age or different seasons
throughout the year
 The final layer of the research onion is techniques
and procedures. This is the section where you
Data should make explicit exactly how and why you are
undertaking the research.
Collection
and This can be referring to primary data (data
Analysis collected first-hand for the research project), or
secondary data (data that was collected by
somebody else and subsequently published).

You will need to make your research design clear

(more on this after the session on Lit. review), with
valid justifications for each stage. This provides a
framework which includes the considerations that
led to the appropriate methodology being adopted,
the way in which the respondents were selected,
and how the data will be analysed.
 In Summary….
Research design turns a research question and
objectives into a project that considers

Strategies Choices Time horizons

Research projects can be categorised as

Exploratory Descriptive Explanatory

Research projects may be

Cross-sectional Longitudinal
 Group Exercise
• Find a report of business/management research in a
daily newspaper article.
– What are the motives for the research?
– How much information is provided about the research design?
– What were the major findings?
– What additional evidence would you like to see in the article to increase
your confidence in the research conclusions?
• Select any journal article in business/accounting
research area and read its abstract.
– Identify the type of research (descriptive, exploratory, explanatory, or
evaluation) used.
– Briefly scan the article and decide whether the approach was quantitative
or qualitative (or mixed)
– any discussion of policy implications?
 What skills and knowledge do
Brainstorming you need to carry out a successful
session research project?

Go to www.menti.com and use

the code 1644 1206
• organization skills;
• time management;
• the ability to meet deadlines/set
goals;
• the ability to work under pressure;
• crisis management; adaptability and
flexibility;
• patience;
• the ability to work independently,
using your initiative;
• the ability to stay motivated and
interested; high levels of enthusiasm
• ; the ability to reflect;
• problem-solving skills;
• skills of analysis,
• evaluation and synthesis;
• the ability to review and critique;
• teamwork skills;
• social/people skills;
• communication skills (verbal and
written); presentation skills;
• editing/proofreading skills;
• interviewing skills; questioning skills
(written and verbal);
• the ability to empathize/support others; the
ability to establish rapport;
• IT skills;
• numerical skills;
• data analysis skills;
• experience of using primary and
secondary sources;
• the ability to develop aims and objectives;
• knowledge of research methods;
• knowledge of research methodology;
• an understanding of theoretical
frameworks;
• an understanding of the relationship
between epistemology, theoretical
perspective and methodology;
• knowledge of previous related research
• the ability to choose a good, workable
topic;
• the ability to work well with your
supervisor
 Examine your own interests and
strengths
Choosing Examine your lecturers’ interests
a research
topic Look at past dissertations
Discussions
Search the literature
Scan the media
 You need to consider 2 aspects:
1. Is it feasible?
Choosing • Do you like it; do you have the time,
a research skills and financial resources; do you
topic have access to the data you need?
2. Is it worthwhile?
• Does it fit the requirements of the
institution; does it have solid links to
theory; does it provide new
knowledge; will your results be
important enough? does it match your
career goals?
 Can be descriptive
– What, when, where, who, how
Research – What customers think about a new
question product?
Evaluative
– How
– How effective was the new
marketing strategy?
Explanatory
– Why
– Why are females less likely to use
online banking?
 Try to write research questions
from the following topics
Advertising and Share Prices
Group
Exercise
Job recruitment via the Internet

The use of aromas as a marketing device

The use of internet banking

 Research topic to Research Question
Research Topic Research Question
Advertising and Share How does the running of a TV advertising
Prices campaign designed to boost the image of a
company affect its share price?
Job recruitment via the How effective is recruiting for new staff via the
Internet Internet in comparison with traditional
methods?
The use of aromas as a In what ways does the use of specific aromas in
marketing device supermarkets affect buyer behaviour?
The use of internet What effect has the growth of Internet banking
banking had upon the uses customers make of branch
facilities and why?
 Feasible
– Subjects
– Resources
– Manageable
– Data available?

Good Interesting
research Novel
– In relation to previous findings
question? • Confirm or refute?
– New setting, new population

Ethical
– Social or scientific value
– Safe

Relevant
– Advance knowledge?
– Influence business practice?
– Impact policy?
– Guide future research?
 Start with a clear purpose
Know your literature
Developing Be iterative in your approach
Your Question Try to specify the who, what,
where and when of your purpose
Ask yourself “What would the
answer to this question add to the
literature?” and…
 1. Identification of general
problem/question
The 2. Literature review
Research 3. Specify questions/hypotheses
Process
4. Determination of
design/methodology
5. Data collection
6. Data analysis/presentation
7. Interpretation of findings
Techniques
for
generating
research
ideas
 Phrasing
research
questions
as
research
objectives
 SMART
Objectives
 Do you now have your ebsco host
Research log in details?
Exercise
Search for 6 good research papers

Answer the questions on the

following slide
Questions…
 A. Select a good research paper
B. Prepare a one page summary with the following
information:
1. Classify the article in following categories
Further a. Does the article represent applied or basic research?
Research b. Classify the article as exploratory, descriptive, explanatory
c. What are the units of analysis
Exercise d. Is the study cross sectional or longitudinal

2. Identify the problem

a. What is the applied problem or question in 25 words or less?
b. What is the theoretical basis for the study or the theoretical
question in 25 words or less? What theories or constructs are
used in the study?

3. Briefly summarise or list in your own words what research

methods were used. (Broadly, not details).
4. What are the main conclusions?
5. Who might use the results of this study and for what?
6. List the principal sections of the article.
7. Give formal citation for the article in APA format
 In what ways can research be classified?

Research can be described or classified according to:

Group the nature of the research enquiry – exploratory,
Exercise: descriptive and explanatory or causal research;
the mode of data collection – continuous and ad hoc
research;
the type of data – qualitative and quantitative
research;
the status or source of the data – primary and
secondary research;
the method of data collection – face-to-face,
telephone, postal and Internet research;
the way in which the research is bought or sold –
syndicated or customised research; and
the nature of the market or population under
investigation – for example, consumer, industrial,
business-to-business or social research.
The Research Onion