RESEARCH METHODS

BUS 369- GC 214- MIS 463- ISE 463-

SOS 205

INSTRUCTOR: HALE Ö. ÖZGİT

INTRODUCTION to RESEARCH

Objectives What is research?

Distinguish between applied and basic research

Explain what is meant by scientific investigation

Hallmarks of scientific research

Discuss the research process

definitions of research“Systematic investigation towards increasing the sum of knowledge”

(Chambers 20th Century Dictionary)

“an endeavour to discover new or collate old facts etc. by the scientific study of a subject or by a course of critical investigation.”

(The Concise Oxford Dictionary)

What is research?

Research is:

“The process of thoroughly studying and analysing the situational factors surrounding a problem in order to seek out solutions to it”. (Cavana, Delahaye and Sekaran, 2001: 4)

‘.. a systematic, careful inquiry or examination to discover new information or relationships and to expand/verify existing knowledge for some specified purpose’ (Bennett, 1991: 68).

Dimensions of business research

The Research Process

2. Reviewing the literature

Roles of the literature in research: The entire basis of the research A source of ideas on topics for research A source of information on research already done by others A source of methodological or theoretical ideas A source of comparison between your research and that of others

A source of information that is an integral or supportive part of the research (for example, data on a local market)

Why is information needed?

Market/Environment

Strategic planning

Customers needs

Competition

Business managersneed

information on…

Turning Information Turning Information To KnowledgeTo Knowledge

Data

Information

Knowledge

Wisdom

experience

Characteristics of scientific research :Factors to evaluate research

Research must be conducted with:◦ Clear purpose ◦ Relevance◦ Timely◦ Efficiency◦ Quality – Accurate, Reliable & Valid◦ Objectivity◦ EthicalLimitations of scientific research in behavioural areas

Types of Business/Tourism Research

Applied – done with the intention of applying results to specific problems in the business

Basic/Pure – to enhance the understanding of problems that commonly occur across a range of organisations. Undertaken to extend knowledge

Why study Business/Tourism research

A tool that can be used in any discipline Foundation of both business and academic best practice If you are not a researcher in the future chances are that you will be a user of research – allows use it in more sophisticated and creative ways

Allows you to sift for reliable information Allows you to evaluate other peoples research.

Philosophical bases of research

Paradigm reflects a basic set of philosophical beliefs about the nature of the world.◦ Give guidelines and principles in the way research is

conducted within a paradigm◦ Research methods and techniques should be in sympathy

with the paradigm

Research Paradigms – Positivist; Interpretative; Critical; Feminist; Postmodern

Paradigm – a set of beliefs

Ontology – the nature of reality

Epistemology – relationship between researcher and the subject/object/respondent

Methodology – set of guidelines for conducting research; tools for data collection & analysis

Key Research Terms

Observations - perceptions of reality◦ Fact – universal truth; supported by measurable evidence◦ Opinion – person’s belief

•Concepts – general representations of ideas to be studied ie service value; service quality

• Variables – concepts that are operationalised so it can be observed & measured

Quantitative

Res. Reality is objective & singular; apart from researcher

Researcher is independent of that being researched

Concepts are in the form of distinct variables

Measures are systematically created before data collection & are standardised

Reality is subjective & multiple, as seen by participants

Researcher interacts with that being researched

Concepts are in the form of themes, generalisations

Measures are open ended questions created for the specific research setting

Qualitative Res.

Key Research Terms

Secondary research – researcher uses previously collected data

Primary research – collection of original data by researcher Research Design- framework or blueprint for conducting the research.◦ Exploratory◦ Descriptive◦ Causal (hypothesis testing)Should note that researchers my use a singular, dual or multiple research

design

Stages in the Research Process

Research processStep One

Problem definition◦ Management problem◦ Research problem (in the form of a question [s])◦ Research objectives◦ Estimate the value of the information

Research process

Step two

Research design – plan or blueprint for gathering the data◦ Linked to next 2 steps in research process◦ Techniques to be used◦ Who will be involved - respondents◦ How the data will be gathered◦ How it will be analysed

Research process

Step three

Sampling / representation◦ How will we group people, objects, things◦ How will we select them◦ Why will we select them

Note: even for qualitative research we need to identify the participants/respondents and justify

Research process

Step Four

Data collection, Data Preparation/Processing and Analysis◦ How data is collected ◦ How it is recorded◦ How data is analysed◦ Interpretation of findings to arrive at conclusions

Research process

Step five

Recommendations and reporting◦ Analysing data is not enough, it is important to be able to interpret your

finding and include them in a report that the client can understand, interpret and apply to the management problem

◦ Oral presentation of the research results to client

Report writing and presentation Permanent record of the entire project

Quality of work is usually judged by the final report and presentation

Should influence the action taken by management

Needed if you are doing the course - Research Project

Research Brief

A document provided by the client to the research agency that describes the business decision problem and the expectations of a research study design to collect information to make the decision.

Includes:

Purpose, background, any previous research, need for research, research objectives, target audience, level of reporting, budget, timeline, expectations of proposal/selection criteria, professional membership/quality assurance information, contact details

Scientific Misconduct

Research fraud - falsifies or distorts the data or the methods of data collection;

Plagiarism - steals the ideas & writings of others without citing the source.

Unethical but Legal - behaviour may be unethical but not break the law

THANK YOU