Research Approaches and

Research Categories
Session 2
 Approaches to research

Quantitative Qualitative
• Emphasizes numbers, • Emphasizes natural
measurements, control, settings, observations,
and experimentation verbal narratives, and
• Traditional approach in interpretation
business and economics • Emerged in the mid-
research 1970S as an approach to
educational research
 Goals
Quantitative Qualitative
• Test theory • Develop understanding
• Establish facts • Understand theory of
• Show relationships the phenomenon

• Predict • Describe multiple

• Statistically describe realities

• Capture naturally
occurring behavior
 Design
Quantitative Qualitative
• Structured • Evolving
• Predetermined • Flexible
• Formal
 Sample
Quantitative Qualitative
• Large • Small
• Representative • Nonrepresentative
• Random selection • Purposeful
• Control groups
• stratified
 Data
Quantitative Qualitative
• Quantities • Verbal description
• Counts • Field notes
• Measures • Observations
• Instruments • Documents
• Numbers • Photographs
• Statistics • People’s own words
• Narrative
 Methods
Quantitative Qualitative
• Surveys, experiments • Observations
• Quasi-experiments • Open-ended interviews
• Structured interviews • Focus groups
• Structured observations • Reviews of documents
and artifacts (eg.
Pictures, tools)
 Which approach is better?

• Depends on your research problem and research

questions
• One promotes exploring and understanding a
phenomenon in depth, whereas
• the other promotes quantifying and verifying
phenomenon in different settings
• Mixed method research uses both in a single
study
 Research Categories
Similar processes but different settings and outcomes

Basic/Pure/Fundamental
• Understand and explain a
phenomenon (or general
business problem in
organizations) of interest
for the sake of adding to
a body of knowledge
• Not concerned with
immediate application of
the results to a specific
organization’s problem
Examples
• What are the reasons
for high employee
turnover?
• What is the role of
personal characteristics
in the investment
decision of a project?
• Why some products fail
within one year of being
launched and others
don’t?
 Research Categories
Similar processes but different settings and outcomes

Applied Research Examples

• Focuses on a specific • What are the effects of
business problem of a immediate cash rewards on
particular organization to the sales targets of ABC
solve it and recommend corporation’s sales team?
future decisions and actions • What is the role of
• Test theories and ideas personal characteristics in
within a specific the investment decision of
organizational setting a project
• Basic research findings may • Why did Olper’s Olfrute
also be tested for solving a juice fail to perform?
particular business problem
Selection of Research Topic

…for basic research

Also used for refining applied
research topics
 Learning Outcomes of this Class

• Generate ideas that will help in the choice of a

suitable research topic;
• identify the attributes of a good research topic
by using 5 W and 1 H;
• turn research ideas into a research project
• Introduction to Business Research projects
(sample capstone projects and topics)
 Preliminary
Literature/Business Data Collection Data Analysis
problem

Market Survey
Discussion of the
Topic Finalization Instrument or
results
Interview Protocol

Business Research
Industry Analysis Conclusion
Proposal
There is nothing new under the
sun!

• Where do we get our ideas from?

– Advisor/ Committee members/ colleagues
– Reading literature/publications
– Library/internet
– Draw inspiration from anywhere you can
– Real Life Business Problems
– Visit Organizations for Solving a problem that
exists
 I wish, I would have thought of
it, first!
• INNOVATIVE IDEA!
• Try to think big and out of the box!!!
 Brainstorm

Discuss with your group

members
 How to Narrow a Research Topic

When your research topic is too

broad, ask yourself these questions:

Who?
What?
When?
Where?
Why?
How?
What is 5W + 1H ?

What?
(Purpose)

How? Where?
(Mode) (Place)

Problem

When?
Who?
(Sequence
(People)
/ Timing)

Why?
(Reason)
 How to Narrow a Research Topic

Let’s see how this works with an

example: Consumer buying Intention

This topic is too broad (general) to write about in a

short paper. We need to make it narrower (more
specific).
How to Narrow a Research Topic

Who? (People)

TOPIC: Consumer buying Intention

Target Audience

NEW TOPIC:
Age Consumer buying
Intention in young
females
Gender

Race or
Ethnicity
How to Narrow a Research Topic

What? (Purpose)

TOPIC: Consumer buying Intention

Types

NEW TOPIC:
Informative
Informative Intent
buying Intention
Investigative in young females
Intent

Transactional
Intent
How to Narrow a Research Topic

When? (Sequence/timing)

TOPIC: Consumer buying Intention

Timeframes
NEW TOPIC:
Informative
buying Intention
Current or historical
in Teen aged
view
females

Period of life
How to Narrow a Research Topic

Where? (Place)

TOPIC: Consumer buying Intention

Places
NEW TOPIC:
Informative
States buying Intention
in Teen aged
Regions females of
Pakistan
Countries
How to Narrow a Research Topic

Why? (Reason)

TOPIC: Consumer buying Intention

Benefits for NEW TOPIC:

beneficiaries
Informative
buying Intention
and Increased
Improve profitability
brand equity in
Teen aged females
Increase Brand Equity of Pakistan

Increase Customer Retention

How to Narrow a Research Topic

How? (Mode)

TOPIC: Consumer buying Intention

Methods NEW TOPIC:

Informative buying
Intention and
Increased brand
Quantitative/ Relationship equity: An Analysis
of Teen aged
female’s
Qualitative/ Experiences
Experiences from
Pakistan
Descriptive
 How to Narrow a Research Topic

Examples
• Revamping of Marketing • Adopting and Using
Strategies of Al Haaj of Retailo App:
Bundu Khan Restaurant Analysing Business
Clients Experience
 How to Narrow a Research Topic

• Revisiting • Khaadi New Outlet in Dolmen

Marketing Mix Clifton: Exploration of
of LalQila Reasons, Challenges, and
Opportunities for
Stakeholders
How to Narrow a Research Topic

Finalization of the Business Research

ProjectTopics
 Business Projects (CAPSTONE)

Turning Students’ Academic Knowledge into

Applicative Smart Business Decisions

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1. “CAPSTONE”- The Literal Meaning

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 Capstone - Literal Meaning

“one of the finishing or

The literal meaning of Capstone is
protective stone that forms the top of an exterior wall or
building”

© 2007, OSU Libraries, Instruction Office

 A Pathway Towards Success

Program courses alongwith the business project (capstone) will lead students
to gain success in the practical world after graduation.

Functional
Experience

CAPSTONE
“A decorative Stone which
covers all the courses in Elective
order to make a way Courses
towards successful career”

Foundation
Courses

© 2007, OSU Libraries, Instruction Office

 CAPSTONE Importance
Transmitting Academic Knowledge into Real Business

Foundation Courses Elective Courses CAPSTONE

SCM
Marketing Supply Chain Analytics Financial Analysis
Perfect Pathway
Towards the Success
Communication  Applying knowledge
of all courses while
HR/
transforming insights
into smart strategic
Management Finance Marketing
decisions for
Intelligence/Analytics
BUSINESSES
Brand/Advertising/ HR Analytics
Media/

© 2007, OSU Libraries, Instruction Office

 2. BUSINESS PROJECT-
Reporting Template

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 Business Project Report Structure
Chapters to be covered

• Introduction of
Chapter 1 the Research
Project

Chapter • Industry Review /

2 Situation Analysis
• Research
Methodology /
Chapter 3 Project
Execution
Framework

• Qualitative/Quantitative
Chapter 4 Findings / report tactical
implementation of project

• Actionable Insights /
Strategy
Chapter 5 recommendation /
Measure project
performance

© 2007, OSU Libraries, Instruction Office

 Examples of Marketing Strategy
Questions - Capstones Can Help Answer
1.Which consumers are likely to buy this product and our brand, what are they like, how are they different from consumers
Cust who don’t buy, and how do we reach them?
omer 2.What criteria are consumers likely to use to decide which products and brands to purchase? What will the consumer
Seg decision process require, and what will influence it?
ment
ation

Cons 1.How do consumers process information about products, and how can this process be influenced to increase the chances that
umer consumers will have a favorable impression of our brand?
Choic 2.What do consumers think and feel about our brand? What can be done to improve their opinion of our brand?
es & 3.What behaviors do consumers have to perform to purchase and use this product and our brand?
Expe
rienc
e
• Is brand image, convenience, price, particular product attributes, or other criteria most important to consumers of this
Bran product?
d • How can we increase the chances that consumers will process information about our brand and come up with a favorable
Perc impression?
eptio
n
• In what situations are consumers likely to purchase and use this product and our brand? How can the number of these
Prod situations be increased? What environmental factors influence purchase and use?
uct • What price are consumers willing to pay for our product and still believe they are getting good value? Should sales
Diag promotions be used and, if so, which ones and how should they be timed?
nosti
cs

© 2007, OSU Libraries, Instruction Office

3. CAPSTONE Projects- Showcase Examples

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 List of Business Projects (Capstones)
Sr Company Projects Details

#: Name

1. Dabur Market Analysis of new products to be launched. Comprehensive

study is required along with market analysis in terms of market shares,

completion, pricing, communication, distribution, major trends, brand awareness

etc.

2. Digitz Research on consumer profile and habits for social media.

3. Nutra Lake Develop Marketing Plan and its Execution

Healthcare

4. Coke Identification of strategic issues in gaining market share and preparing

recommendation.

5. Reckitt & Preparing a case of pharmacy detailing for R&B products to influence the

Benckiser pharmacies to recommend their OTC products to consumers.

6. KFC Improving the overall restaurant excellence with respect to consumer insight.
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7. Blitz Consumer preference study for food and beverage industry. Study of purchasing
 List of CAPSTONE Projects
Sr Company Name Projects Details

#:

HBL Perception of customer towards Islamic Banking and strategies for corporate
8.
and Islamic Banking window.
Ideas by Gul Ahmed To identify the need of Employee Engagement and its implementation in Gul
9.
Ahmed Textile Mills and reasons for staff turnover.
Hinopak Motors Limited Recommendation for improvement in warehouse system and facilities at
10.
Hinopak in line with business process Re-engineering
Shield To conduct a research with the objective of getting market insight for school
11.
Corporation Limited items like school bags and water bottles, etc.
Pakistan State Oil (PSO) Understanding the shift in the POL & Retail Industry of Pakistan.
12.

GFK Pakistan Conduct Market Mapping Analysis and Census study for Technical Consumer
13.
Goods (TCG) market.
Habitt A comprehensive competitive analysis on establishing competitive brands.
14.

ZONG CMPAK LTD Detailed in depth analysis of mobile usage among university students.
15.

Agha Khan Conduct a research to figure out the loop holes in AKU Management Trainee
16. © 2007, OSU Libraries, Instruction Office
University Hospital Program.
4. CAPSTONE- Prepare, Engage & Deliver

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 Prepare Engage Deliver

KBQ (Key Business Question)

Value/Objective based
must be shared by the Learn the Situation
insights
company/brand/manufacturer

Comprehending the Value Behind Address the Situation

(via data collection or per project Timely completion
identified Objectives deliverables)
(initial meeting with project owner)

Professionally Plan out Proposal Establish the Framework of

(to be discussed with client for an Deliver it accurately
Analysis
approval)

Plan out Fieldwork + Timelines Turning Data into Smart Business

Recognise the Impact of Findings
(with the consent of client) Decisions

Project work progress shall be Synchronizing findings with Key Clients’ evaluation & feedback
communicated to the Client Business Objectives (Did we prove our value?)
(updates/follow up emails/meetings)
BUSINESS PROJECT Mapping Module – Stay Ahead of the
Pack
Go to Success Module- It is important to implement business projects, in order to be
highlighted in the Job Market while carrying name of the institution i.e. SZABIST

Developing & Setting Identifying Potential Resource

Win-Win Situation
Mindset by Company

Market Exposure
to Students

Company will get

benefit from the efforts
of students and
recognition for
corporate-academic
partnership

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