In the name of Allah Kareem,

Most Beneficent, Most Gracious,

the Most Merciful !

What is Research ?

In simple words Re-search mean Search Again

OR

It is a process of gathering information to

answer a question

What is Business Research ?

Business Research is a systematic and objective

process of gathering, recording and analyzing
data for making good business decisions

Examples of Business Research

What

is the best strategy to promote a particular produc

What is the main reasons for employee turnover? (HRM

What is the rate of return on particular investment? (fin

WHY WE SHOULD STUDY RESEARCH

METHOD?

The best reason for learning about research methods is that

these methods are used by the Managers to answer the
questions regarding day to day business problems. Following
are
other implicationsIs
of the
1- some
Management
A research:
Science: Management

is a science to gather and interpret information in

to makeUncertainty:
effective decisions.The prime managerial
2- order
Reduce
value of business research is that it reduces uncertainty
by providing required information and improves the
following four stages of decision making:
Identifying problems and opportunity.
Diagnosing and assessing problems or
opportunities.
Selecting and implementing a course of action.
Evaluating the course of action.

3- Conducting A Study:

4-

Research method
course is very useful for you as you have to do your
masters thesis in order to complete your degree
requirement and it is also helpful to you at some
time in future because being a professional
everyone wants to read and understand the most
Reading
And
Evaluating
recent research
in order
to be up dateOther
in his
profession.
Peoples
Study: A grasp of research
terminology will allow you to read and understand
research articles and critically evaluate it. Rather
than reading a summary of someone elses research
in a magazine, news paper, or textbook, you can read
the original article your self and draw your own
conclusion.

5- Understanding Brief Description

Of Studies: A research method course will

help you understanding abbreviated description of

studies given as evidence supporting some
conclusion or theory.

6- Thesis is based on Research :

besides all the business related benefits of the
research studies, it is also useful for your academic
requirement of thesis as being compulsory for your
degree

7- Making Decisions In Our Daily

Lives: Besides becoming a researcher, to be an
8-

effective, participating member of 21st century one

must understanding
the Thinker:
research process
order
Being
A Better
Thein research
to
evaluate and
actalso
on research
results.
methodology
will
improve your
thinking as it is
a logical and objective method of finding answer to
a question which may apply to all aspects of life.

9- Secret Of Success:

The secret of success is

to know something nobody else knows .
8

THEORY
Theory is a standardized principle on which basis we can
explain the relationship between two or more concepts or
variables.
PURPOSE OF THEORY
Prediction and understanding are the two
purpose of theory.
LEVELS OF THEORY
1. Abstract level
At the
abstract level. Concepts and
propositions are the
elements of theory
2. Empirical level
At the empirical level theory is concerned with
variables and
testable hypothesis, the empirical
counterparts of concepts and
propositions.

Higher Temperature reduces the

Productivity

More Satisfaction increases the

Motivation level
Theory

Satisfaction & Motivation

hard work & thirst
Proposition
Honesty and success

Motivation, thirst,
honesty,
satisfaction

Temperature & Productivity

Height & Weight,
Hypothesis
Distance & Speed

concept

variable

Abstract
level

Empirical
level

Height, Weight,
Temperature,
Distance

10

THEORY DEVELOPMENT PROCESS

1. Induction process
2. Deduction process
Theory
All rosebushes have thorns

Deduction

Predicted Observation

Induction

Actual Observation

If I check my neighbors rose bushes,I notice that the five rosebushes

I should find that they all have thorns in my backyard all have thorns
11

DEDUCTION AND INDUCTION

1. Theory

3. Data Collection

4. Findings

5. Hypothesis confirmed or
rejected

1. General Research Questions

Induction

Deduction

2. Hypothesis

2. Data Collection

3. Findings

4. Generation of Theory

6. Revision of theory
12

Classification of
Research

RESEARCH PARADIGMS/ WORLD VIEWS

Positivism
Determination
Reductionism
Empirical
observation
and
measurement
Theory
verification

Interprretivism
Understanding
Multiple
participant
meanings
Social and
historical
construction
Theory
generation

Pragmatism
Consequence
s of actions
Problem
centered
Pluralistic
Real-world
practice
oriented
14

RESEARCH PARADIGMS & PHILOSOPHICAL

ASSUMPTIONS
Sr.
#
1

Philosophical
Assumption

Ontology: What is the nature

of reality?
OR
what is
knowledge?

Epistemology
:What is the
relationship
between the
researcher and
that being
researched?
What is regarded
Axiology:
as acceptable
What
is the and
role of
knowledge
values?
how we know it?

Positivism

Interpretivism

Pragmatism

Singular reality
existing apart from
researchers
perception and
cultural biases.
(Objectivism)
e.g. researchers
reject or fail to reject
hypothesis.
Distance and
impartiality (e.g.
researchers
objectively collect
data on
instruments.)
Acceptable
knowledge is gained
through sense and is
Unbiased
objectively(e.g.
real.
researchers
(Objective) use
checks to eliminate
bias)

Multiple realities
shaped by
researchers
prior
understanding
(constructionism)
.
e.g. researchers
provides quotes
Closeness
(e.g.
to illustrate
researchers
visit
different
participants
perspectives.at
their sites to
collect data)
It is cased on the
perceptions of
the individuals
about the world.
Biased
(e.g.
(Subjective)
researchers
actively talk
about their
biases and

Singular and
multiple realities.
e.g. researchers
test hypothesis
and provide
multiple
perspectives.
Practicality (e.g.
researchers
collect data by
what work to
address research
question).
Objective +
Subjective
Multiple stances.
(e.g. researchers
include both
biased and
15
unbiased

Rhetoric: What is the

language of
research?

Methodology:
What is the
process of
research?

Formal style (e.g.

researchers use
agrees on definitions
of variables)

Informal style.
(e.g. researchers
write in s literary,
informal style)

Deductive (e.g.
researchers that an
a priori theory)

Inductive (e.g.
researchers start
with participants
views and build
up to patterns,
theories and
generalizations)
Grounded theory,
ethnography,
case study and
narratives
Open ended
questions,
emerging
approaches, and
text and image
analysis.
(Qualitative)

Strategies of
Inquiry

Surveys,
experiments and
field work

Methods

Close ended
questions,
predetermined
approaches
numerical data,
statistical analysis
(Quantitative)

Formal or
informal (e.g.
researchers may
employ both
formal and
informal styles of
Combining (e.g.
writing).
researchers
collect both
Quantitative an
Qualitative data
and mix them )
Sequential,
concurrent and
transformative.
Both open and
close ended
questions; both
emerging and
predetermined
approaches; both
quantitative and
qualitative data
and analysis. 16

WHAT IS QUANTITATIVE RESEARCH?

Quantitative Research Is "a formal, objective, systematic
process in which numerical data are utilised to obtain
information about the world. It is inclined to be deductive. In
other words it tests theory.
GENERAL AIMS OF QUANTITATIVE RESEARCH?

To Generalize
To Be Objectives
To Test Theories or Hypotheses

17

STRATEGIES ASSOCIATED WITH

QUANTITATIVE APPROACH
EXPERIMENTA
L
Experimental research provides a framework for
establishing a relationship between causes and
effects. In experimental the researcher acts as a
inactive agent and use deductive reasoning to
prove or falsify hypothesis. This involves
manipulating an independent variable (cause) and
observing the outcome on dependent variable
(effect) while controlling the extraneous variables.
Moreover, random sampling, manipulation and
control are the characteristics of the true
experiments.

SURVEYS
Surveys include cross-sectional and longitudinal
studies using questionnaires or structured
interviews for data collection, with the intent of
generalizing from a sample to a population

18

PROCESS OF QUANTITATIVE
RESEARCH
1- THEORY

2- HYPOTHESIS

3- RESEARCH
DESIGN
4- DEVISE MEASURES OF CONCEPTS

5- SELECT RESEARCH SITE

6- SELECT RESEARCH SUBJECT/

RESPONDENTS

7- ADMINISTER RESEARCH INSTRUMENTS/

COLLECT DATA

8- PROCESS DATA

9- ANALYZE DATA

10- FINDINGS/ CONCLUSIONS

11- WRITE UP FINDINGS/

CONCLUSIONS

Adapted from: Bryman, A. and Bell, E.

(2003) Business Research Methods,
second edition, Oxford University Press.
Pp. 155
19

WHAT IS QUALITATIVE RESEARCH?

Qualitative Research Is an informal, subjective
research approach that usually emphasizes words rather than
numbers in the collection and analysis of data and that is
inductive in nature. In other words it generates theory.
GENERAL AIMS OF QUALITATIVE
RESEARCH?

To add understanding to a phenomenon or the

complexities of human behavior
It does not claim to generalize
To generate theory therefore it is inductive rather
than deductive

20

STRATEGIES ASSOCIATED WITH THE

QUALITATIVE APPROACH?
Case Study

Attempts to shed light on a phenomenon by studying in

depth a single case example of the phenomena. The
case can be an individual person, an event, a group, or
an institution.

Grounded
Theory

Theory is developed inductively from a corpus of data

acquired by a
participant-observer.

Phenomenol
ogy

Describes the structures of experience as they present

themselves to consciousness, without recourse to theory,
deduction, or assumptions from other disciplines

Ethnograph
y

Focuses on the sociology of meaning through close field

observation of socio-cultural phenomena. Typically, the
ethnographer focuses on a community.

Narrative

A from of inquiry in which the researcher studies the

lives of individual and ask one or more to provide stories
about their lives and in the end, the narrative combine
views from the participants life with those of
21
researchers life in a collaborative narrative.

MAIN STEPS OF QUALITATIVE

RESEARCH?
General Research Question. 1

Selecting Relevant Site(s) and Subjects. 2

Collection or Relevant Data. 3

5a. Collection of Further Data
Interpretation of Data. 4

Conceptual and Theoretical Work. 5

5b. Tighter Specification of the Research Question (s)

Writing up Findings/Conclusions. 6

22

THE BASIC PROCESS OF QUANTITATIVE

AND QUALITATIVE RESEARCH?

Another preliminary consideration before designing and conducting

research is to review and know the basic elements of both quantitative
and qualitative research so that to choose an appropriate approach.
These elements are discussed in the next table.

23

Elements of Qualitative
Research Tend Toward..

Process of
Research

Elements of Quantitative Research

Trend Toward

Interpretivism

Paradigm

Positivism

Point on view of participants

Understand meaning individuals
give to a phenomenon inductively
Contextual understanding

Intent of
the
research

Point of view of researcher

Test a theory deductively to support or
refute it
Generalization

Minor role
Justifies problem

How
literature is
used

Major role
Justifies problem
Identifies questions and hypotheses

Ask open-ended questions

Understand the complexity of a
single idea

How intent
is focused

Ask closed-ended questions

Test specific variables that form hypotheses
or questions

Words and images

From a few participants at a few
research sites
Studying participants at their
location.
Natural setting
Data is collected at Micro level

How data
are
collected

Numbers
From many participants at many research
sites
Sending or administering instruments to
participants
Artificial setting
Data is collected at Macro level

24

Text or image analysis

Themes
Larger patterns or
generalizations.
Using validity procedures that
rely on the participants, the
researcher, or the reader
Researcher is close
Identifies personal stance
Reports bias

How data
are
analyzed

Numerical statistical analysis

Rejecting hypotheses or determining
effect sizes

How data
are
validated

Using validity procedures based on

external standards, such as judges,
past research, statistics

Role of the Researcher is distant

researcher Remains in background
Take steps to remove bias

25

MIXED METHODS
APPROACH
A mixed methods approach is one in which the researcher
tends to base knowledge claims on pragmatic grounds (e.g.,
consequence-oriented, problem-centered, and pluralistic). It
employs strategies of inquiry that involve collecting data either
simultaneously or sequentially to best understand research
problem. The data collection also involve gathering both
numeric information (e.g., on instruments) as well as text
information (e.g., on interview) so that the final database
represents both quantitative and qualitative information.

26

STRATEGIES ASSOCIATED WITH THE MIXED

METHODS APPROACH

Sequential
Procedures

Sequential procedures, in which the researcher seeks to elaborate on or

expand the findings of one
method with another method. This may involve beginning with a qualitative
method for exploratory purposes and following up with a quantitative
method with a large sample so that the researcher can generalize results to
a population. Alternatively, the study may begin with a qualitative method
involving detailed exploration with a few cases or individuals.

Concurrent
Procedures

Concurrent procedures, in which the researcher converges quantitative

and qualitative data in order to provide a comprehensive analysis of the
research problem. In this design, the investigator collects both forms of
data at the same time during the study and then integrates the information
in the interpretation of the overall results. Also, in this design, the
researcher nests one from the data within another, larger data collection
procedure in order to analyze different questions or levels of units in an
organization.

Transformative
Procedures

This strategy involve the data collection either through sequential or a concurrent approach, but after the initial analysis, there searcher uses
procedure to transform one data type into the other data type. This is
accomplishing result which facilitates comparison, interrelation and further
analysis of two data sets.
27

QUALITATIVE, QUANTITATIVE AND MIXED

METHODS APPROACH
TEND TO OR
TYPICALLY
Use these
philosophical
assumptions
Employ these
strategies of
inquiry

Employ these
methods

Use these practices

of research, as the
researcher

QUALITATIVE
APPROACHES

QUANTITATIVE
APPROACHES

MIXED METHODS
APPROACHES

Interpretatism Paradigms

Positivist Paradigms

Pragmatic Paradigms

Phenomenology. Grounded
theory, ethnography, case
study, and narrative

Surveys and
Experiments

Sequential, concurrent,
and transformative

Open-ended questions,
emerging approaches ,
text or image data
Positions himself or
herself
Collects participant
meanings
Focuses on a single
concept or phenomenon
Brings personal values
into this study
Studies the context or
setting of participants
Validates the accuracy of
findings
Makes interpretation of
the data
Creates on agenda for
change or reform

Closed-ended
questions,
predetermined
approaches, numeric
data
Tests or verifies
theories or
explanations
Identifies variables to
study
Relates variables in
questions or
hypothesis
Uses standards of
validity and reliability
Observe and
measures information
numerically
Uses undecided
approaches

Both open and closedended questions, both

emerging and
predetermined
approaches, and both
quantitative and
qualitative data and
analysis.
Collects both
quantitative and
qualitative data
Develops a rationale for
mixing integrates the
data at different stages
of inquiry
Present visual pictures
of the procedures in the
study
Employs the practices
of both qualitative and
quantitative research 28

SUPERIOR GROUP OF COLLEGES

29

29