business research methodology
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Copyright Reserved by Dr. Kanlaya Vanichbuncha 1
Business Research Methodology
by
Associate Prof. Dr. Kanlaya Vanichbuncha
Faculty of Commerce & Accountancy
Chulalongkorn University
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Research
• The systematic and objective process of gathering, recording, and analyzing data for aid in making business decision
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Type of Research
1. Basic Research
2. Applied Research
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Basic Research (Pure Research)
• Research that is intended to expand the boundaries of knowledge itself; conducted to verify the acceptability of a given theory.
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Applied Research
• Answer questions about specific problems or to make decisions about a particular course of action or policy decision.
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Type of Business Research
• Exploratory Research
• Descriptive Research
• Casual Research
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Exploratory Research
Both quantitative and qualitative techniques are applied.
Objectives:
• Diagnostic a situation
• Screening alternatives
• Discovering new ideas
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Exploratory Studies
• Initial research conducted to clarify and define the nature of a problem.
• Exploratory studies are conducted to clarify ambiguous problems.
• “Would people be interested in our new product idea?”
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Types of Exploratory Research
• Experience Survey
• Secondary Data Analysis
• Case Study Method
• Pilot Studies
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Exploratory Research
1.Experience Survey
An exploratory research technique in which individuals who are knowledgeable about a particular research problem are surveyed.
• Interviews a small number of experienced people who have been carefully selected (not random).
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2.Secondary Data Analysis
Preliminary review of data collected for another purpose to clarify issues in the early stage of research effort
• Save time and money
• Important in applied research
Exploratory Research
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3.Case Study Method
An exploratory research technique that intensively investigates one or a few situations to the research’s problem situation.
Exploratory Research
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4.Pilot Studies (For Qualitative Analysis)
A collective term used to describe any small-scale exploratory research technique that uses sampling, but does not apply rigorous standards.
• Collect primary data from general samples (employees, consumers, etc.)
Exploratory Research
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Types of Pilot Studies
• Focus Group
• Depth Interview
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I. Focus Group Interview
An unstructured, free-flowing interview with a small groups of people.
• New-product concept
• Reaction toward a new-product concept
Consist of moderator and 6-20 participants who discuss a single topics.
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Advantages of Focus Group
• Easy to execute
• Quick
• Snowballing
• Stimulation
• Security
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Focus Group
• Homogeneity Group
• Telephone
• Online
• Videoconference
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II. Depth Interview
A relatively unstructured, extensive interview used in the primary stages of the research process.
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Descriptive Research
• Research designed to describe characteristics of a population or a phenomenon.
• Describe characteristics of a population
• Seek to determine the answers to who, what, when, where, and how questions.
• “What kind of people favor…?”
• “Why do you feel that way?”
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Casual Research
• Research conducted to identify cause-effect relationships among variables where the research problem has already been narrowly defined.
• “Predicting the influence of price, packaging, advertising on sales”
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Scientific Method
• Techniques or procedures used to analyze empirical evidence in an attempt to confirm or disprove prior conceptions.
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Stage in Research Process
1. Defining the Problem
2. Planning a Research Design
3. Planning a Sample
4. Gathering the Data
5. Processing and Analyzing the Data
6. Formulating Conclusions and Preparing the Report
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Defining the Problem
Planning a Research Design
Planning a Sample
Gathering the Data
Processing and Analyzing the Data
Formulating Conclusion and Preparing the Report
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Flowchart of the
Research Process
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Problem Discovery
Selection of ExploratoryResearch Technique
Secondary
Data
Pilot
Survey
Experience
Survey
Case
Study
Problem Definition Research Objectives A
Flowchart of the Research Process
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Flowchart of the Research Process
A
Selection of BasicResearch Method
ObservationSecondary
Data
Experiment
Lab
Field
Survey
Interview
Questionnaire
B
Research Design
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Flowchart of the Research Process
B
Selection of Sample Design
Sampling
Probability Non-Probability
Collection DataData Gathering C
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Flowchart of the Research Process
C
Editing and Coding Data
Data Processing
Interpretation of Finding
Report
Data Processing and Analysis
Continuous and Report
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Research Objective
• The purpose of the research in measurable terms; the definition of what the research should accomplish.
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Example of Business Problem Translated into Research Objective
Problem / Questions
Research Questions
Research Objectives
1. Do employees with ≥ 10 years of services have different awareness levels, etc. than employees with < 10 years of services?
Do the answers to the above questions differ by employee’s years of services?
To compare levels of awareness, evaluation etc. managers with ≥ 10 years of service with managers with < 10 years of service,
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Example of Business Problem Translated into Research Objective
Problem / Questions
Research Questions
Research Objectives
2. Should the services be provided by in-house personnel or outside consultants?
- Would managers prefer in-house personnel or outside consultants?
- How much would each alternative cost?
- To measure managers’ perceived benefits and disadvantages of in-house versus outside consultants.
- To measure managers’ preference of alternative if discharge occurred.
- To identify costs associated with each alternative.
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Scale
Type of Scale Numerical Operation Descriptive Statistics
Nominal Counting Frequency in each category
Percentage in each category
Mode
Ordinal Rank ordering Median
Range
Percentile ranking
Interval Arithmetic operation in intervals between numbers
Mean
Standard deviation
Variance
Scale Arithmetic operation in actual quantities
Geometric mean
Coefficient of variation
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