Research Methodology

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Research Methodology

© 2016 Archana Dadhe & smashwords

First Edition: November 2016

ACKNOWLEDGEMENT

This book is dedicated to my father late shri B.V.Dadhe & my mother late Mrs. Sudha .I would like to thank my nephew Mr. Tushar & sister Dr. Nilima who was always a source of inspiration , encouragement & motivation in completing this book. No words can express my sincere thanks to them.

This book is produced with the dedicated efforts of many friends & colleagues of G.S.College of Commerce & Economics, Nagpur. I eagerly look forward to suggestions for improvement in this book.

PREFACE

Research methods are such phenomena that every researcher wishes to learn. It has been observed that researchers find it difficult to conduct an in-depth analysis in their areas of specialization without a sound knowledge of the scientific process of conducting research. Researchers may consult many books and articles but their inherent inquisitiveness will remain unfulfilled if they lack patience in devoting time to understand research methods. They must remember that little knowledge is dangerous and devote time and energy to understand the essence of research before executing any type of research. This book provides an opportunity to understand the crux of research methodology in a scientific and systematic manner.

Planning is the essential step for any work to be done systematically. Without comprehensive planning for the research work no specific out come would be generated planning helps researcher to make his work possibly flawless. For better and scientific planning of the work, the chief objectives of the research must be kept in view constantly. In the chapters, the author mainly described the details regarding the techniques for the study, the construction of the tool, the sample used in the study and the techniques of analysis of data.

Dr.Archana Dadhe

Contents

ChapterI

Chapter II

Chapter III

Chapter IV

Chapter V

Chapter VI

RESEARCH METHODOLOGY

Chapter I: Introduction - Meaning, Objectives and Types of research, Research Approach, Research Process, Defining research problem, problem identification process, Formulation of research hypothesis. Procedure for hypothesis testing; Communication and presentation of research, Types of research reports, formulation, Layout, format and guidelines for effective report.

Chapter II: Research Design - Features of good Design, Types of Research Design – exploratory, descriptive, experimental, Research design process, Classification of research designs – exploratory, secondary source analysis, two-tiered and descriptive; Basic principles of experimental Design, Causality, Validity in experimentation, factors affecting internal and external validity of experiment Classifications of experimental designs – pre, quasi, true and statistical designs.

Chapter III: Data Collection: Primary and secondary data, Data collection methods – observation, interview, schedules, focus group, personal interview method, projective techniques – sentence completion, word association, story completion, verbal projection tests, Pictorial techniques; play techniques, quizzes, tests and examinations, Socio-metric analysis, Content analysis. Use of mechanical devices.

Chapter IV: Scaling and Questionnaire design: Introduction, types of measurement scales, classification of scales, Scaling and scale construction technique. Measurement error criteria for good measurement Criteria for questionnaire design, types of questionnaire, design procedure, types of questions, structure of questionnaire, physical characteristics, pilot testing, administering the questionnaire, reliability and validity of questionnaire, E questionnaire – salient features. Data coding; Editing and Tabulation.

Chapter V: Parametric and Non-Parametric testing: Cross tabulation, Use of correlation and regression Analysis, Test of significance of regression parameters, application of regression analysis in various functional areas of management. Z, t, goodness of fit and F test, Small and large sample concept, Practical problems involving parametric and non parametric tests.

Chapter VI: Advanced Data Analysis Techniques- Multivariate technique, Factor Analysis, Cluster Analysis, Discriminant Analysis, Conjoint Analysis, Multi Dimensional Scaling. Application of advanced techniques in decision making, decision situations and application suitability of these techniques.

Chapter I

WHAT IS RESEARCH?

The process of finding solutions to a problem after a thorough study and analysis of the situational factors.

An organized, systematic, data-based, critical, objective, scientific inquiry or investigation into a specific problems undertaken with the purpose of finding answers or solutions to it.

WHY DO WE DO RESEARCH?

• UNDRSTANDING : Relationships among variables.

• FORECASTING : Future behavior of the variables.

• CONTROLLING : Direction of the variables

RESEARCH METHODOLOGY

Definition : Research is the journey of known to unknown; from problem to solution. Methodology bridged gap between problem and solution. Methodology consisted of Scientific or systematic process where every element of the process based on thought reasoning simply called logic.

OBJECTIVES

1. To gain familiarity with a phenomenon or to achieve new insights into it (studies with this object in view are termed as exploratory or formulative research studies);

2. To portray accurately the characteristics of a particular individual, situation or a group (studies with this object in view are known as descriptive research studies);

3. To determine the frequency with which something occurs or with which it is associated with something else (studies with this object in view are known as diagnostic research studies);

4. To test a hypothesis of a causal relationship between variables (such studies are known as hypothesis-testing research studies).

Q. 1. What is research?

Q. 2. Define Research Methodology?

Q. 3. What are the objectives of Research Methodology.

Q. 4. What are the objectives of research?

Q. 5. Define term research. What should be the objective of good

research? Discuss in the context of management science.

TYPES OF RESEARCH

A. EXPLORATORY RESEARCH

B. DESCRIPTIVE RESEARCH

C. CAUSAL RESEARCH

A. EXPLORATORY RESEARCH

Introduction

• Exploratory research is a type of research conducted for a problem that has not been clearly defined. Exploratory research helps determine the best research design, data collection method and selection of subjects. It allows the researcher to familiarize him/herself with the problem or concept to be studied,

and perhaps generate hypotheses to be tested. Another common reason for conducting exploratory research is to test concepts before they are put in the marketplace. Exploratory research can be quite informal, relying on secondary research such as reviewing available literature and/or data, or qualitative approaches such as informal discussions with consumers, employees, management or competitors, and more formal approaches through in-depth interviews, focus groups, projective methods, case studies or pilot studies.

When used to prepare for more extensive research studies,

exploratory techniques assist in several ways.

• First, exploratory research can assist market researchers in finding possible causes to the symptoms communicated by decision makers. Recall that decision makers often approach researchers with symptoms to a problem (declining sales, falling share, etc.) and want to know what they should do. Researchers may conduct exploratory research to develop a list of possible

causes to the problem.

• Second, exploratory research can uncover possible avenues for reaching decision makers’ objectives. For example, suppose a marketing manager receives an objective to increase product sales by fifty percent in the next two years. Deciding on strategy might first require developing a list of available strategies before estimating which stood the best chance of success. Developing

a list of realistic strategy options might first require exploratory research.

• Third, exploratory research answers questions about actually administering a large and expensive research project. For example, researchers can use exploratory research to learn words and phrases meaningful to the people being studied. They can also get a sense of how best to reach the people.

The Nature of Exploratory Research Data

In order to better understand how exploratory research can and cannot be used, you should understand the kind of data most exploratory research procedures produce. Data – and the research procedures that produce them – may be divided into two categories: qualitative and quantitative. For most purposes, exploratory research produces qualitative data. Generally, exploratory research techniques simply involve conversations between a researcher and the people being studied.

TECHNIQUES OF EXPLORATORY RESEARCH

1. SECONDARY DATA

Secondary data is the data that have been already collected by and readily available from other sources. Such data are cheaper and more quickly obtainable than the primary data and also may be available when primary data cannot be obtained at all.

Advantages of Secondary data

• It is economical. It saves efforts and expenses.

• It is time saving.

Disadvantages of Secondary data

• Not Specific to Researcher’s Needs

• Incomplete Information

• Not Timely

Q. 1. Define Secondary data.

Q. 2. What are the different advantages and disadvantages of secondary data?

2. EXPERIENCE SURVEY

The experience survey is comprised of interviews of people who are experienced in the area that you are researching. These types of interviews are generally informal and unstructured, but researchers often develop a set of questions to use as a guide. It is to your advantage to keep the interviews unstructured in order to allow the expert to elaborate their ideas and opinions. It's likely that this type of interview will generate more questions than answers. Ask knowledgeable individuals about a particular research problem - most are quite willing.

3. PILOT STUDIES

Definition : A smaller version of a larger study that is conducted to prepare for that study. A pilot study can involve pre testing a research tool, like a new data collection method. It can also be used to test an idea or hypothesis. Pilot studies can also be used in clinical trials, in order to test different doses, routes of administration, dosing schedules and possible barriers to adherence before a large-scale multicenter drug study is launched.

Pilot studies are used as feasibility studies, to ensure that the ideas or methods behind a research idea are sound, as well as to work out the kinks in a study protocol before launching a larger study.

TECHNIQUES

i. Focus Group Interviews

ii. Projective Techniques

iii. In-Depth Interviews

i. FOCUS GROUP INTERVIEWS

A focus group is a form of qualitative research in which a group of people are asked about their perceptions, opinions, beliefs and attitudes towards a product, service, concept, advertisement, idea, or packaging. Questions are asked in an interactive group setting where participants are free to talk with other group members Focus groups are also known as group interviews or group discussions. They are used to understand the attitude or behavior of the audience. Six to twelve individuals are selected and either one or two moderators (those who lead the discussions) are selected. If there are two moderators, they will adopt opposite positions. It is the moderator who introduces the topic. Discussion is controlled through these moderators. The group is watched from adjacent rooms. There are various devices which are used to record these discussions.

Objectives of Focus Group

1. To gather primary information for research project;

2. To help developing questionnaires in terms of survey research;

3. To understand reason behind a particular phenomenon:

4. To see how people interpret certain phenomenon;

5. To test primarily ideas or plan

Steps involved in conducting Focus group

1. Define the problem

2. Select a sample

3. Determine the number of groups necessary(minimum number

should be two)

4. Prepare the study mechanics. Arrange the respondents place

where the focus group is to be assembled.

5. Select moderators and brief them.

6. Prepare the focus group material.

7. Conduct the session.

8. Analyze the data and prepare summary report.

Advantages of Focus Group

1. It is used to collect primary information and therefore it can conduct a pilot study also.

2. Relative cost is not much.

3. It can be conducted quickly.

4. It has flexibility.

5. Moderator can detect the opinion and certificates of those who cannot speak well by facial expression and other non verbal behaviour.

6. We can get the questionnaire filled up either before or after the discussion.

Disadvantages of Focus Group

1. It is inappropriate for gathering quantitative data.

2. Self appointed group leader may impose his /her opinion on other members. Moderators can restrict people.

3. It depends heavily on skills of moderator.

4. Respondents in the focus group may or may not represent the population from which they are drawn.

5. Recording equipments are likely to restrict respondents. Location of recording equipment is very important.

However, focus group research is a useful tool for qualitative research in various fields of study, from marketing to engineering and from finance to public administration.

1. What is focus group.

2. Mention objectives of focus groups.

3. Explain the steps involved is conducting focus group.

4. What are different advantages & disadvantages of focus group.

ii. PROJECTIVE TECHNIQUES

Projective Techniques are indirect and unstructured methods of investigation which have been developed by the psychologists and use projection of respondents for inferring about underline motives, urges or intentions which cannot be secured through direct questioning as the respondent either resists to reveal them or is unable to figure out himself. These techniques are useful in giving respondents opportunities to express their attitudes without personal

embarrassment. These techniques help the respondents to project his own attitude and feelings unconsciously on the subject under study. Thus Projective Techniques play an important role in motivational researches or in attitude surveys.

Important Projective Techniques

1. Word Association Test

2. Sentence Completion Test

3. Story completion tests

4. Verbal projection tests

5. Expression Techniques

Word Association Test : An individual is given a clue or hint and asked to respond to the first thing that comes to mind. The association can take the shape of a picture or a word. There can be many interpretations of the same thing. A list of words is given and you don’t know in which word they are most interested. The interviewer records the responses which reveal the inner feeling of the respondents. The frequency with which any word is given a response and the amount of time that elapses before the response is given are important for the researcher. For e.g.: Out of 50 respondents 20 people associate the word

Fair with Complexion.

Sentence Completion Test : In this the respondents are asked to complete an incomplete sentence or story. The completion will reflect their attitude and state of mind.

1. White Rose is a symbol for ______________________

2. Yellow