All business undertakings operate in the world of uncertainty.

There is no unique method which can minimize the degree of uncertainty. But research methodology more than any other procedure, can minimize the degree of uncertainty. It reduces the probability of making a wrong choice amongst alternative courses of action. Managers apply methods of science to the art of management.

Research is purposeful investigation. It provides structure for decision making. A process by which the organization attempts to supply the information required for making sound management decisions.
Investigation involves:

Implicit question Posed Explicit answer proposed Collection, analysis and interpretation of the information leading from the question to the answer

Example: Marketing research manager

forwarded the recommendation to the marketing vice president, that Model A TV be priced at $ 14,000/-.

Research VS Common Sense

(systematic, objective, reproducible)

1.

Systematic Research (planned)

2. Objectivity warrants an approach which is independent of the researchers personal views and opinions with regard to the answer to the problem under investigation.

3.

Reproducible Research: It is procedure which an equally

competent researcher could duplicate and from it obtain approximately the same results. How to achieve reproducibility?

All procedures must be stated unambiguously Method of sampling, data collection, interviewer instructions, and all other details must be clear stated. Interviewer should avoid the temptation of rephrasing the question for the respondent. Poor and vague sampling procedure can also lead to non reproducibility.

4. Relevancy accomplished two important tasks:

It avoids collection of unnecessary information along with the accompanying costs. It forces the comparison of data collected with the decision makers criteria for action.

5.

Control aspect is particularly elusive in research.

Researcher must be aware that results of the his study are due to the presence of some factors other than those we are investigating.

It difficult to control all other factors.

Best we can do is to control for those we think are most likely to cause us difficulty. Example; we study relationship between shopping behavior and income (with out controlling education and

age)

Control must consider two aspects:

Variables within your control must be varied according to the nature of your investigation.

Variables beyond your control should be recorded.

Marketing. Research tools applied effectively for studies Involving: consumer buying behavior, demand forecasting, measuring advertisement effectiveness, media selection, test marketing, product positioning, and new product potential Production What to produce, when to produce, For whom to produce, How much to produce, quality control, how to sett optimum inventory level etc

Material department uses research to frame policies regarding where to buy, how to buy, when to buy, and at what price to buy. HRM department uses research to study wage rates, incentive schemes, employees turnover rates, employment trends, and performance appraisal etc etc. Government How to optimum utilization of resources to uplift the economy.

Before we embark on the research journey we need to know some research terms and basic ideas. Variables Hypothesis Population Sample Concept of Significance How to evaluate Research Judging a Research Evaluating Correlational Studies Evaluating Qualitative Research

Variable: anything that can take on differing or varying values.

e.g. Motivation, sales, production Units.
Types of variables

Dependent Variables (explanatory/criterion variable) Independent Variables (explain/predictor variable) Moderating VariablesThe variable that moderates the relationship
of independent & dependent variables.

Mediating Variable.. It is mechanism through which a predictor

influence an outcome variable.

Moderator Variable. The variable that moderates the relationship of independent & dependent variables.

It has strong contingent effect on the independent-dependent variable relationship.

Intervening Variable/Mediator Variable

Mediator is a variable that explains the relationship between predictor (IV) and criterion (DV). It is mechanism through which a predictor influence an outcome variable. Mediator Variable exists to explain whether there is direct relation of IV with DV or indirect.

For example
Training (IV)Workers sense of responsibility (MV).Work quality (DV)

Example of Moderating Variable: A prevalent theory is the diversity of the workforce contributes more to organizational effectiveness because each group brings its own special expertise and skills to the workplace. This synergy can be exploited, however, only if managers know how to harness the special talents of the diverse work group: otherwise they will remain untapped.

In this scenario:

Workforce diversity Org. Effectiveness Managerial expertise

(Independent Variable) (Dependent variable) (Moderating variable)

Example of Intervening Variable: A prevalent theory is the diversity of the workforce contributes more to organizational effectiveness because each group brings its own special expertise and skills to the workplace. This synergy can be exploited, however, only if managers know how to harness the special talents of the diverse work group: otherwise they will remain untapped. In this scenario:

Workforce diversity Org. Effectiveness Managerial expertise Intervening Variable

(Independent Variable) (Dependent variable) (Moderating variable) (Creative Synergy)

Example: The switch to a commission compensation system will lead to higher sales productivity by increasing overall compensation.

Commission Compensation System Sales Productivity (DV) Overall Compensation (IVV)

(IV)

Hypothesis.
academic guess.

A specific statement of prediction or

Null hypothesis. (Null statement is expressed as no (significant relationship between two variables) It is symbolized as H0 Alternate hypothesis (It is opposite of the null hypothesis, it is a statement expressing a relationship between two variables) It is symbolized as H1

Good hypothesis should:

Be stated in declarative form Post a relationship between variables Reflect a theory or a body of literature they are based on Be brief and to the point Be testable

Population It refers to the entire group of people, events or things of interest that the researcher wishes to investigate. For instance, if the CEO of a computer firm wants to know the kinds of advertising strategies adopted by computer firms in the Silicon Valley, then all computer firms situated there will be the population. If a banker is interested in investigating the savings habits of bluecolor workers in the mining industry in the United States, then all blue-collar workers in that industry throughout the country will form the population.

Sample
A sample is a subject of the population. It comprises some members selected from it. If 200 members are drawn from a population of 1,000 blue color workers, these 200 members form the sample for the study.

Subject A subject is a member of the sample

Concept of Significance
While doing research, certain amount of errors that cannot be controlled. Significance is something unforeseen. Significance level is therefore, a probability assigned to an outcome.

Formulation of problem statement/Research Question Formulation of Hypothesis Reviewing relevant Literature Adopting methodology for research Construction of tools Determining the validity and the reliability of the tools Selection of appropriate population and sample Collection of Data Statistical analysis of data Testing the hypothesis Interpretation of the results Drawing conclusions

Applied Research and Basic Research

Applied Research.
Research done with the intentions of applying the results of the finding to solve specific problems currently being experienced in the organization is called applied research. For example, a particular product may not be selling well and the manager might want to find the reasons for this in order to take corrective action.

Basic Research
Research done chiefly to enhance the understanding of certain problems that commonly occur in organizational settings, and seek methods of solving them, is called basic or fundamental research. It is also known as pure research.
For example, university professor may be interested in investigating the factors that contribute to absenteeism as matter of mere academic interest. The professor may identify factors such as inflexible work hours, inadequate training of employees, and low morale as primarily influencing absenteeism. Later one, a manager encounters absenteeism of employees in his organization may use this information to determine if these factors are relevant to that particular work setting.