Business Research Review 1

Business Research Review 1

Introduction To be a responsible individual, he/she has to understand the environment and the nature of the phenomena it presents. This can be understood as finding a solution to it. In this case, there must be something missing or there is a gap between what we understand/know and what it should be.

Process In order to achieve this, we go through several processes from collecting information to selecting alternatives.

Importance of Business Research
Research is important to any business organization: To stay competitive in the market To accurately identify or understand its customers To scrutinize its rivals in the industry To analyze and emulate key strategies To keep abreast on all aspects of the business

Scope of Business Research
Business research covers a wide range of phenomena. Problems may occur in any areas of business No clear demarcation on the classification of problems on the basis of areas Integration of problems related to two and more areas External environment facing the business

What is Research? Intellectual application of the investigation of a matter Used for discovering, interpreting and developing methods and systems for the advancement of human knowledge.

Defining Business Research
An organized, systematic, data-based, critical and objective, scientific enquiry or investigation into a specific problem, undertaken with the purpose of finding answers and solutions to it.

Comprises four stages First stage: Problem identification
Second stage: Gather the relevant information Third stage: Critically analyze the information Fourth stage: Provide solution to the existing problem

Types of Business Research: Applied and Basic Research
Basic research (also called fundamental or pure research) Primary objective of the advancement of knowledge and theoretical understanding Not undertaken to solve any specific problem Is often the foundation for further applied research

Types of Business Research: Applied and Basic Research
Applied research Use knowledge (research findings) for practical concerns Solve a current problem faced by the organization in the work setting Application of known theories to the actual operational field

Managerial Value of Business Research
To make right decisions in timely manner Well informed and up-to-date in their own area of specialization Recent developments in particular industries Understand, predict and control the environment of the organization

When is Business Research Needed?
The manager’s decision as to whether or not research should be conducted for a problem encountered in the organization depends on various factors: Time constraints Availability of data Nature of decision Benefit versus costs

Ethical Consideration in Research
The goal of ethics in research is to ensure that no one is harmed or suffers adverse consequences while following any stage of research.

Ethical Consideration and the Sponsor
Honestly assess their capabilities Research must be conducted in a professional manner with a systematic, organized, and scientific approach Research project/results will remain confidential Submit the research report to the sponsoring company at the agreed time

Ethics and Target Respondents
Target respondents who provide information Information collected should not be misused for any other purpose Participation is voluntary Confidentiality of the replies Not to embarrass respondents/informants

Researcher and Team Members
Design a project that is safe for everyone involved Impartial and unbiased to accurately record all necessary data

Characteristics of a Scientific Research
A scientific research has eight hallmarks: purposive rigour testability replicability accuracy objectivity generalizability parsimony

Rigour Should have a good theoretical base and sound methodological design Rigorous research means that it applies the appropriate instruments to meet the stated objectives of the investigation for the level of precision in the analysis

Testability Developing a set of research questions or hypotheses to be tested, must be testable and analysable

Replicability Results of the test of research objectives should be supported again and again when the same type of research is being repeated in other similar circumstances

Purposive Helps the management know the customers’ expectation as well as perception in terms of critical factors in delivering services Provides insights as to what areas need to be emphasized Provides guidelines to develop proper strategies and react to the changes

Accuracy Research should be designed in such a manner that it ensures findings are very close to reality

Objectivity Conclusion drawn for the study should be based on the facts derived from the results of data analysis, and not based on one’s own subjective or emotional values

Generalizability Refers to the applicability of research in one organizational setting to other settings.

Parsimony Simplicity in explaining complex situations or statistical analysis is always preferred to complex and complicated results and findings

Approaches to Research
Two different thought processes: Reasoning Induction (Inductive Reasoning)— general principles are inferred from specific observations to arrive at valid conclusions. Fact 1: X students of the BRM course is punctual. Fact 2: Y students of the BRM course is punctual. Fact 3: Z students of the BRM course is punctual. Fact n: N students of the BRM course is punctual. Conclusion: All students of the BRM course are punctual.

Inductive—Bottom Up Approach
Conclusion Hypothesis Premise Specific Observation

Approaches to Research (cont.)
Deduction (Deductive Reasoning)—deductive reasoning relies on specifics are inferred from general principles/theory to arrive at valid conclusions. Premise 1: All regular employees can be trusted not to steal. Premise 2: Mr. Khairul is a regular employee. Conclusion: Mr. Khairul can be trusted.

Deductive—Top Down Approach
Theory Hypothesis Obvervation Confirmation

Quantitative vs Qualitative Research
Quantitative research focuses on statistical analysis of numerical data collected through the use of large-scale survey research, using methods such as questionnaire or structured interview.

Quantitative vs Qualitative Research (cont.)
Qualitative research attempts to explore and understand people’s beliefs, experiences, attitudes, behaviour and interactions through methods such as interviews or focus group discussions.

Both have their strengths and weaknesses
One of the advantages of quantitative research is that of generalisation of research findings to the population through the statistical analysis On the other hand, the qualitative research does not necessarily seek to choose the sample that is representative of the target population. However, it provides in-depth information which is not possible with quantitative data

Business Research Process: An Overview
Defining research objectives Opportunity and information need felt Designing research method Managerial decision and action Diagrammatic Representation of the Business Research Process Plan and do primary research Report writing and presentation Plan and do secondary research Tabulation and analysis

Problem Identification
Desires to find information needed to fulfil a need. In this context, a research is needed to address a problem. If there is no problem then there is no need for a research.

Defining the Research Objective
Need to be very focused to identify the research objectives Four to five objectives are considered adequate

Research Design Provides the framework to be used as a guide in collecting and analysing data Match a research problem with appropriate research design Exploratory research design Descriptive research design Causal research design

Exploratory research design
Is to generate hypotheses for further study Provide insight on how to do more conclusive research

Descriptive research design
Can be either (a) longitudinal or (b) cross-sectional. Longitudinal: taking multiple measures from the same sample over an extended period of time—from a few months to a few years

Cross-sectional Takes place at a single point in time
No manipulation of variables Aims to describe the relationship between variables

Causal /experimental research design
Seeks to establish the cause and effect relationship among the variables of interest

Designing Research Methodology
Major parts of research methodology are: Research method: primary/secondary Method of data collection Sampling plan Fieldwork plan Analysis plan

Budget and Cost Estimation
Three basic parameters which provide an estimate of how much a study is going to cost. Sample size. How difficult it is to find the sampling units (respondents) and their geographical dispersion? Who will do the fieldwork?

Presentation, Report and Decision-making
A business research starts with problem identification and ends with an actionable/formal report.

Preliminary Information Gathering and Problem Definition

Broad Problem Area First step in the research process is the identification of a broad problem area Broad problem area refers to the general or entire situation where research and problem–solving might be needed

Broad Problem Area (cont.)
Broad problem area can be identified in ways such as: Recognition of existing problems Desire to improve the status quo Planning for the future

Preliminary Information Gathering
Gathering phase is an early stage of soliciting information regarding the problem of interest to enable a researcher to gain a wider understanding and perspective of the problem.

Literature Review The term “literature” in a literature review means published or unpublished research articles that others have conducted in the areas that are relevant to the study. There are a few concerns that need to be addressed.

Literature Review (cont.)
This includes: What is a Literature Review? The Purpose of a Literature Review Sources of Literature Writing-up the Literature Review

Defining the Problem Defined as a clear and concise statement that describes the symptoms of the specific issues that a researcher wishes to investigate. In a sense, literature review has assisted the researcher to be more focused and specific compared to the early stages of the research.

Elements of Problem Statement
Conventionally, problem statements have three elements. clear statement with sufficient contextual detail to justify its importance the method of solving the problem, often stated as a claim or a working thesis the purpose, statement of objective and scope of the document the researcher is preparing

Guidelines in Creating a Good Problem Statement
A well-written and good problem statement. Quantify the extent or size of the problem. Emphasize the consequences if the problem identified is not overcome, why it is considered as a problem.

Criteria in Assessing the Quality of a Good Problem Statement
Relevant Feasible Interesting

Ethical Issues Objectivity and integrity in conducting a research
Avoid invasion of privacy of subjects and respect the dignity of respondents Do no harm to individuals or groups, the research discipline or to society in general

Conclusion Within a research context, a problem identified with the intention of providing a solution, will remain a problem unless it is properly identified and explained clearly.

Developing Theoretical Framework and Setting the Objectives

The Need for a Framework
A research framework is the researcher’s perspective on how the interrelated concepts and variables in a study fit together.

Variables Variables are characteristics or attributes of cases whose behaviour or characteristics we study Variables could occur in any form Variables can take on differing or varying values Variables are things that we measure, control or manipulate in an investigation

Types of Variables Dependent Variable (DV) =criterion, exogenous, outcome Independent Variable (IV) =predictor, endogenous, explanatory Intervening (IIV) Moderating (MV)

Dependent Variable (DV)
A variable which can be predicted and explained. Variation in the dependent variable is what a researcher tries to explain.

Independent Variable (IV)
The variable that is predicted to be associated with or explains the variation in the dependent variable.

The relationship between the independent and dependent variables

Moderating Variable (MV)
A moderating variable (MV) or moderator is a qualitative (e.g. sex, race, class) or quantitative (e.g. level of reward) variable that affects the direction and/or strength of the relation between an independent variable and a dependent variable.

Moderating Variable (MV) (cont.)

Intervening Variable (IIV)
Those factors that theoretically affect the observed phenomenon but cannot be seen, measured or manipulated; its effect must be inferred from the effects of the independent and moderator variables on the observed phenomenon (Tuckman, 1972).

Intervening Variable (IIV) (cont.)
Presence of this variable strengthens the link between the independent and dependent variables. It surfaces between the time the independent variable operates to influence the dependent variable and their impact on the dependent variable.

The relationship between all of the mentioned variables can be illustrated diagrammatically as follows.

What is a Construct? A construct is an attribute or characteristic expressed in an abstract, general way. Construct Brand equity Variable Brand awareness

Theory and Theoretical Framework
Functions as explanations, descriptions or predictions about phenomenon particular to a conceptual model acts as a bridge between or amongst variables Theoretical Framework Is a collection of interrelated concepts that can hold or support a theory of a research work and guide a research.

Concepts and Conceptual Framework
An intangible image or symbolic representation of an abstract idea. Conceptual Framework: It is the operationalization of the theory showing the relationships of the different constructs in a research study.

A conceptual framework can be formulated by these four steps:
Cite the conceptual framework or paradigm Identify the variables Point out the dependent and intervening variables Show the direction of the study

Developing the Theoretical Framework
Theoretical framework is a logically developed, described and elaborated network of associations among the variables deemed relevant to the problem

Features of theoretical framework
Specify the theory used Identify, discuss and label the variables Discuss and explain directions of the relationships Uses a schematic diagram to assist the interpretation

A schematic diagram of a theoretical framework: Modeling Satisfaction and Behavioural Intention

Setting Research Objectives
is a clear and concise statement of the purpose and aim of the study which essentially summarises what needs to be achieved by the study provides an overview or the big picture of what is intended to be achieved

Derived from the problem statement
Research Questions Derived from the problem statement Provide the very basic foundation of research work Specifically states what a researcher will attempt to answer

Developing Hypothesis
An educated guess or prediction of the relationship between one or more factors (variables/constructs) identified in the study in the manner that it can be tested statistically.

Hypothesis Construction
If-then statements or proposition Example: If employees are more healthy, then they will take sick leaves less frequently. Directional hypotheses Example: The higher the motivation towards work, the greater is the job performance.

Hypothesis Construction (cont.)
Non-directional hypotheses Example: There is a difference between the work ethic values of American and Asian employees. Null and alternate hypotheses Example: The null statement is expressed as no (significant) relationship between two variables or no (significant) difference between two groups.

Hypothesis Construction (cont.)
Alternate hypotheses. Example: There is a difference in the mean satisfaction level between men and women (μM ≠μW). Where, μM is the mean satisfaction level of men μW is the mean satisfaction level of women

With reference to the theoretical framework as previously shown, these are the hypotheses for the study, which are stated in the directional hypothesis format. H1: The higher the restaurant service/product dimension (service quality, product quality and atmospherics quality), the higher the satisfaction level. H2: The higher the marketing dimension (brand image and customer relationship management), the higher the satisfaction level. H3: The higher the restaurant service/product dimension (service quality, product quality and atmospherics quality), the higher the revisit intention.

With reference to the theoretical framework as previously shown, these are the hypotheses for the study, which are stated in the directional hypothesis format. H4: The higher the restaurant marketing dimensions (brand image and customer relationship management), the higher the revisit intention. H5: The higher the satisfaction level, the higher the revisit intention. H6: The higher the satisfaction level, the stronger the intention to recommend to others. H7: The higher the revisit intentions, the stronger the intention to recommend to others.

Research Design and Proposal Writing

The Research Design The plan of study followed to fulfil the research objectives or test the hypotheses Its function is to ensure that evidence generated from the data would be able to answer the research question Primary data can be generated from 3 basic research designs: exploratory, descriptive and causal research

Exploratory Research Undertaken when a researcher intends to explore something new or clarify ambiguous problems in a particular situation Certain problem of interest exists and it has not been clearly defined Useful in generating a more clearly defined (or redefined) problem and suggesting a well-supported hypothesis

Descriptive Research “Describes” something which could be a phenomenon, a current situation or the characteristic of a group of organisations, people, etc. Answers the question of who, what, where, when and how of a particular issue or situation

Cross-sectional or Longitudinal
Descriptive studies can be classified as either cross-sectional or longitudinal.

Cross-Sectional Study
The data is collected just once (at a particular time) to enable the researcher to answer the research questions Can be collected over a period of a few days, weeks or months Most frequently used in exploratory and descriptive research

Longitudinal Study A type of study in which the data is collected at two or more points in time To investigate changes in people’s behaviour or the effect of introducing some changes in an organisation To measure the before and after effect (cause and effect relationships) of certain phenomena (resembles causal study) Needs longer time and more effort to complete, hence could be more costly

Causal Research Research approach where the researcher investigates the cause and effect relationship (a.k.a. explanatory study) Can experiment on manipulating the hypothesised independent variable on the dependent variable

Unit of Analysis Refers to the subject that is being studied in the research May take the form of individuals, groups of people, objects, certain department within an organisation or the entire organisation itself as well as culture and countries Most of the time, the unit of analysis is determined by the research questions

Guidelines for Preparing Research Proposal
A short document written by a researcher to provide an explanation of the proposed research study A research proposal as part of the application process or as part of the requirement Requires it to be evaluated

Research Proposal Outline
Components of a Research Proposal Title of the study Table of content Abstract or executive summary Introduction Literature review Theoretical framework and hypotheses Research methodology Contribution of research Time frame Budget Conclusion List of references A useful reminder

Brief Explanation of Each of the Components
Title of the study It should be brief and concise and able to make readers have a quick understanding of what the study is all about Table of content A nicely laid out table of content will really complement the research proposal in which it will make the document more useful and user friendly to the reader

Brief Explanation of Each of the Components (cont.)
Abstract or executive summary An important component of the research proposal as it summarises the entire research proposal, especially the most integral parts like the purpose of the study, the research question, the rationale for the study, the hypothesis and the research design.

Introduction Introduces the reader to the proposed study It usually comprises the background of the study, the problem statement, purpose of the research/research objectives and research questions, scope of the study and justification/importance/benefit/ significance of the study.

Literature review This section should be called brief literature review or preliminary literature review as it is a “work-in-progress” and not a completed research report. Theoretical framework and hypothesis Theoretical framework diagrammatically depicts the relationship between all the variables that were found to be integral to the study from an exhaustive literature review. Aids in the formation of the research hypothesis

Research methodology Plans in conducting the study Significance of research How the study can contribute to research Time frame The use of a Gantt chart or the likes in showing the length of time required/expected to carry out the research

Budget Breakdown of the costs that are expected to be incurred in conducting the research from the beginning to the end. Note: Not a necessary component in research (self-finance) for academic qualification. Conclusion End our research proposal with some final conclusions of the topic under study.

List of references A listing of all the citations that were used in the preparation of the research proposal To comply with the in-house requirements/ rules as to which referencing convention is used

Managerial Implications
Convince managers/clients/committees to agree to the research plan proposed by the researcher(s) for approval

Methods of Data Collection

Introduction The task of data collection begins when research problem has been defined and research design has been set out for the study. Secondary and primary research The methods of collecting primary and secondary data differ since primary data is to be originally collected, while in the case of secondary data, the data collection is simply a compilation from the available published source(s).

Data Collection Method: Qualitative vs Quantitative
The method of collecting qualitative data (description of meanings rather than statistical inferences) explores attitudes, behaviour and experiences through methods such as interviews or focus groups. The method of collecting quantitative data generates statistics (rather than meaning) through the use of large-scale survey research, using methods such as questionnaires or structured interviews.

Data Collection Method: Qualitative vs Quantitative (cont.)
Data involves “words” Data involves “numbers”. Research is inductive Research is deductive Researcher part of the situation or problem. Researcher an objective observer. Interpretive analysis Use of statistical analysis Provide a depth and richness of data Allows for generalisation

Observation A technique that involves systematically selecting, watching and recording behaviour and characteristics of living beings, objects or phenomena.

Observation (cont.) The researcher should keep certain things in mind:
What should be observed? How should the observations be recorded? Or how should the accuracy of observations be ensured?

Types of Observation Observation is characterised by careful definition of units to be observed, the style of recording the observed information, standardised conditions of observation and the selection of pertinent data of observation. This is known as structured observation. On the other hand, if the observation is to take place without these characteristics being sought in advance, it is known as unstructured observation.

Survey Method Survey is a structured way of collecting standardized information from individuals using a questionnaire.

Survey Method (cont.) Basically 4 types of survey are used by researches: Personal interview (face to face) Mail survey Telephone survey Internet (on-line) survey

Personal Interview (face to face)
Personal interview consists of administering structured questionnaires where trained interviewers ask fixed choice questions in a consistent format.

Personal Interview (face to face) (cont.)
Tips to ensure reliable, credible and unbiased responses: Must be well-organised and knowledgeable in the subject Should ask the same question without change in wording Should ask every question in the same context Should explain the purpose of the research to respondents Should ensure that each question is understood by all the respondents

Should write down the responses in a standardized form Should try to extract the unbiased response Should be aware of the impact of his or her behaviour on the response

Advantages: The researcher can explain and clarify it to get the true and correct response, if problem arises Different measurement tools can be used in one survey Findings of the research can be generalized Probing can be used to collect detailed information Respondent’s body language can be considered in helping to interpret responses/comments

Mail Survey Most popular method
Uses envelop and stamp, and self-addressed stamped return envelop Enables you to choose a large sample

Mail Survey (cont.) Advantages: Low cost Convenience No bias responses
Sampling–internal link

Mail Survey (cont.) Disadvantages: Very low response rate
Ability of respondent to answer survey

Telephone Survey Interviewer collects the relevant information from the target respondents through telephone conversation.

Telephone Survey (cont.)
Helpful tips to locate the respondent: Repeat calls might be necessary if the respondents work in organizations and the only channel to reach them is through their secretaries As the researcher may not know the name and designation of the respondents, there is every possibility of interviewing the wrong person

In a telephone survey, the interviewer collects the relevant information from the target respondents through telephone conversation. The researcher can intimate the respondents in advance informing them about the telephone interview on the subject matter.

Making them agree to take part: The purpose of the call should be stated clearly to the respondents just like the introductory letter of a postal questionnaire. Generally, respondents listen to the introduction before they decide to participate or refuse. The researcher should motivate the respondents in the right way if they raise objections about why they could not participate in the survey.

Advantages: It is more flexible in comparison to mailing method It is faster than other methods of survey. It is a quick way of obtaining the information It is relatively cheaper It can cover reasonably large numbers of people or organisations with wide geographic coverage

High-response rate—keep going till the required number Recall is easy; call-backs are simple and economical Interviewer can explain requirements more easily Replies can be recorded without causing embarrassment to respondents

Disadvantages: This kind of survey is often connected with selling. The questionnaire must be short and questions must be simple and straightforward, otherwise respondents may refuse to answer them. Surveys are restricted to respondents who have telephone facilities. Repeat calls are inevitable—average 2.5 calls to get someone.

Time is wasted. Respondent has little time to think before answering each question over the phone. It is not possible to use visual aids. Too many questions or disturbance in the telephone connection may cause irritation to the respondents. Not suitable for intensive surveys where comprehensive answers are required to various questions.

Internet (on-line) Survey
The questionnaire can be distributed as mail messages through attachment or posted as World Wide Web forms in the internet or distributed via publicly available computers in high-traffic areas.

Internet (on-line) Survey (cont.)
Advantages: Cost saving Ease of editing/analysis Faster transmission time Easy use of pre-letters Higher response rate More candid responses Potentially quicker response time with wider magnitude of coverage

Internet (on-line) Survey (cont.)
Disadvantages: Sample demographic limitations Lower levels of confidentiality Layout and presentation issues Additional orientation/instructions Response rate

Comparison among different survey methods
Cost Mail survey Telephonic survey Internet survey Personal interview Often lowest Moderate Usually highest Ability to probe No personal contact or observation Greatest opportunity for observation, building rapport and additional probing Responden’s ability to complete at own convenience Yes Perhaps, but usually no Perhaps, if interview time is prearranged with respondent Interview bias No Some, perhaps due to voice inflection Greatest chance

Cost Mail survey Telephonic survey Internet survey Personal interview Ability to decide who actually responds to the questions Least Some No Greatest Complex questions Least suitable Somewhat suitable More suitable Visual aids Little opportunity No opportunity High opportunity Greatest opportunity Potential negative respondent reaction ‘Junk mail’ ‘Junk calls’ Invasion of privacy

Cost Mail survey Telephonic survey Internet survey Personal interview respondent reaction ‘Junk mail’ ‘Junk calls’ Invasion of privacy Interviewer control over interview environment Least Some in the selection of time to call Greatest Time lag between soliciting and receiving response May be considered if a large area is involved

Cost Mail survey Telephonic survey Internet survey Personal interview Suitable types of questions Simple, mostly dichotomous (yes/no) and multiple choice Some opportunity for openended Questions especially if the interview is recorded Openended questions especially if the interview is recorded High opportunity for open-ended questions Greatest opportunity for open-ended questions Requirement for technical skills in conducting interview Least Medium Greatest Response rate Low Usually high High

Qualitative Techniques
Sometimes, the research objective calls for more indirect methods of questioning, either because normal quantitative surveys are inadequate or inappropriate.

In-Depth Interview A qualitative research technique that involves conducting intensive individual interviews with a small number of respondents to explore their perspectives on a particular idea, programme or situation.

In-Depth Interview (cont.)
Limitations and pitfalls: Biased due to their stake in the programme Interviews can be a time-intensive evaluation activity Must be appropriately trained Generalisations about the results usually could not be made

Focus Group Discussion
A carefully planned and moderated discussion among individuals having common characteristics to obtain the meaningful information on the area of interest in a non-threatening environment.

Projective Techniques
Used by psychologists to use projections of respondents for inferring about underlying motives, urges or intentions.

Projective Techniques (cont.)
Important projective techniques: Word association Sentence completion Verbal projection

Collection of Secondary Data
Refers to information that has been already gathered by someone (individual or agencies) and readily available to the researcher.

Collection of Secondary Data (cont.)
Important for any business research due to the following reasons: Entirely appropriate and wholly adequate to draw conclusions and answer the question or solve the problem. Far cheaper to collect secondary data than to obtain primary data. Time involved in searching secondary sources is much less.

Can yield more accurate data than that obtained through primary research Plays an important role in the exploratory phase of the research when the task at hand is to define the research problem and to generate hypotheses Data can be extremely useful both in defining the population and in structuring the sample to be taken

Secondary data should possess the following characteristics: Reliability of data Suitability of data Adequacy of data

Selection of Appropriate Methods of Data Collection
Nature, scope and object of enquiry. Availability of funds Time factor Precision required

Ethical Considerations
The researcher should be concerned about whether one’s procedures of collecting information are likely to cause any physical or emotional harm to the participants.

Ethical Considerations (cont.)
These harm may be caused by; Violating participants’ right to privacy by posing sensitive questions or by gaining access to personal data; Observing the behaviour of participants without their being aware; Making public personal information which participants would want to keep private; and Failing to observe/respect certain cultural values, traditions or taboos valued by the participants.

Ethical Considerations (cont.)
Recommended methods for dealing with these issues: Obtaining the respondent’s consent before the study begins; Not exploring sensitive issues before a good relationship has been established; Ensuring the confidentiality; and Learning enough about the culture of participants.

Business Research Review 1

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