BBA 6th Sem

Business Research
Shanker Dev Campus

Ch -2_Literature
Searching and
Theoretical
Framework
Sajeeb K. Shrestha,
PhD
Lecturer
Tribhuvan University
Shanker Dev Campus

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What is a Literature Review?
 A literature review is a comprehensive
examination of available information that is
related to your research topic
Purpose/Reasons for
Conducting a Literature
Review
 Clarify the research problem and questions

 Uncover existing studies

 Suggest research hypotheses
 Identify scales to measure variables and
methods
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Literature Review
 Surveys scholarly articles, books and other sources
(e.g. dissertations, conference proceedings).
 Relevant to a particular issue, area of research, or
theory
 Providing a description, summary, and critical
evaluation of each work.
 Purpose:
 To offer an overview of significant literature published
on a topic.
 Helps to identify new ways to interpret, and shed light
on any gaps in, previous research.

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Literature Review
 Resolve conflicts amongst seemingly contradictory
previous studies.
 Identify areas of prior scholarship to prevent
duplication of effort.
 Point the way forward for further research .
 Place one's original work (in the case of theses or
dissertations) in the context of existing literature.

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Literature Survey
1. Suggest ideas for research problems.
Well before the time you actually start work on
your project, you can be on the lookout for potential
research topics. While reading a textbook, listening to
a lecture, or browsing through a journal, your intuitive
reaction to items may signal potential topics.
2. Identify strengths and weaknesses of others’
theories and empirical studies.
Authors of books, articles, and book reviews in your
discipline frequently offer assessments of work in that
field. Those analyses can prove useful for your own
work by alerting you to weaknesses to avoid and
suggesting good ideas to incorporate in your own
study.

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Literature Survey
3. Suggest methodological approaches.
The word methodology is used here to mean the steps you
will follow in answering your research question, including the
kinds of information you collect, how you collect it, and how you
classify and interpret the results. The professional literature is a
valuable source of methodological possibilities, including the
advantages and limitations of different approaches.
4. Identify strengths and weaknesses of others’ theories and
empirical studies.
Authors of books, articles, and book reviews in your
discipline frequently offer assessments of work in that field.
Those analyses can prove useful for your own work by alerting
you to weaknesses to avoid and suggesting good ideas to
incorporate in your own study.

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Literature Survey
5. Provide typologies and taxonomy for classifying data.
A quantity of collected information - such as historical
accounts, survey responses, and test scores - is typically an
incomprehensible mess until it’s been classified and
summarized. The professional literature contains alternative
ways this can be done.
6. Suggest statistical and graphic treatments.
Numbers, tables, diagrams, and pictures are among the
devices useful for classifying and summarizing data.
Therefore, as you peruse the literature, you may benefit
from contemplating the kinds of data you intend to collect
and from taking notes about authors’ statistical techniques,
kinds of tables, and graphic displays that you might wish to
include in your own study.

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Literature Survey
7. Illustrate ways of interpreting research results.
The word interpreting in the present context refers to
explaining to readers what your classified information means.
This is the "so what?" phase of research. The professional
literature can help prepare you for the interpretation task by
illustrating the diverse conclusions authors have drawn from
their data. It’s useful for you to note which modes of
interpretation in the literature you find most convincing, and
why.
8. Show ways of presenting the completed research project.
Throughout the literature, the quality of presentations is
remarkably varied. Some authors write well, some moderately
well, and others very badly, indeed.

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Literature Survey
9. Suggest outlets for publishing the completed
product.
You will reach a broader audience with your
project if the results can be disseminated in some form
other than that of an unpublished thesis or
dissertation.

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Steps of Review

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Citation and Referencing
 Short Quotations: Use double quotation marks at the beginning and the
end of the quotation.
By 2005, the advertising expenditure was of the order of 40 billion world-
wide online. "In Asia Pacific region, the figure was 3.3 billion or about 6
percent of the total advertising expenditure" (sontakki, 2006, p.1)
 Long Quotations ( for four or more lines): Use no quotation marks at
the beginning and end of the quotation.
By 2005, the advertising expenditure was of the order of 40 billion
world-wide online. In Asis Pacific region, the figure was 3.3 billion
or about 6 percent of the total advertising expenditure. Many people,
businessman, industrialist and social institutions do advertising to
attain many purposes. Government also involves in the advertising
business. Specifically, Business houses are participated in more
expenses on advertising (sontakki, 2006, p.1).
 To avoid long quotations that are not completely relevant, it is possible to
omit of a quotation.
By 2005, the advertising expenditure was of the order of 40 billion world-
wide online… Government also involves in the advertising business.
Specifically, Business houses are participated in more expenses on
advertising (sontakki, 2006, p.1).

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Documents Citation
 One author:
Shrestha (2000) has stressed that business firms must think globally to remain
competitive.
 Two author:
Chaudhary and Sharma (2007) define organizational culture as shared values
and beliefs which take the form of rules of behaviour.
or
organizational culture as shared values and beliefs which take the form of rules
of behaviour (Chaudhary & Sharma, 2007).
 More that two authors to upto six:
First time cite,
Shukla, Gupta, Maheshwori and Sigh (2003) has found that ………………….
Second time,
Shuka et al. (2003) has found that……………………
 When more than one author has to be cited in the text, these should be in the
alphabetical order of the first author's surname, and the citation should be
separated by semi colon.
The concept of job design (Chaudhary, 1987; Dessler, 1998, Maleku, 2000;
Upreti & Dhakal, 2007).

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References
The format is based on APA (2010) 6th ed.
 One author Book:

Sontakki, C.N. (2006). Advertising (3rd ed.). New Delhi: Kalyani

Publishers.
 Edited Books:
Adhikari, D.R. (Ed.). (2007). Journal of management review.
Kathmandu: Ekta Books and Distributors.
 Two author:
Kotler, P., & Keller, K. L. (2009). Marketing management. New Delhi:
Prentice Hall of India.
 Journal Article:
Park, C.S., & Srinivasan, V. (1994). A survey-based method for
measuring and understanding brand equity and its extendability.
Journal of Marketing Research, 31(5), 271–88.

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…
 From Internet source:
 With author
 Citation: Shrestha (2009) ……………
 Referencing:
 Shrestha, S. (2009). Advertising in Nepal. Retrieved from http: www.
sdc.edu.np/teachers notes/sajeebsir/advertising/ch_1
 Without author:
 Citation: Advertising in Nepal (2009).
 Referencing:
 Advertising in Nepal (2009). In SDC. Retrieved form http: www.
sdc.edu.np/teachers notes/sajeebsir/advertising/ch_1

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…
 For a brochure or pamphlet:
Prospectus.(2010). Kathmandu: Shanker Dev Campus
 Thesis:
Shrestha, R.K. (1997). The role of advertising in brand
choice and product positioning with soft drinks
(Unpublished Master Thesis). Central Department of
Management, T.U.

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How to do review
practically

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Home Assignment: Online
 Form Group of 5 students
 Write 5 to 10 pages on review of literature on your interest.
- Conceptual review
- Empirical review
- Model Development
- Hypotheses Formulation

Areas:
Brand Personality
Brand Equity
Service Quality
Store Atmospherics
Or Any areas of interest
Mail: drsajeeb@gmail.com

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Conceptualization/Theoret
ical Framework
 Conceptualization refers to the development
of a model that shows variables and
hypothesized or proposed relationships
between variables
Process of
Conceptualization
 Identify variables for research
 Specify hypotheses and relationships
 Prepare a diagram that represents the
relationships visually
Components of a Conceptual
Model
 A variable is an observable item that is used as

a measured on a questionnaire
 A construct is an unobservable concept that is
measured by a group of related variables
 Relationships are associations between two or
more variables
 Independent variables are variables or
constructs that predict or explain the outcome of
interest
 Dependent variables are variables or constructs
that researchers seek to explain
Relationships Among
Variables
 Hypotheses can suggest negative or positive
relationships
 An association between two variables in which
they increase or decrease together suggests a
positive relationship
 An association between two variables in which
one increases while the other decreases
describes a negative relationship
A Model of New Technology Adoption
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Source: Shrestha (2017)
DAV Research Journal
Vol 2 No. 1 P. 75-80

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Hypotheses

 A hypothesis is an empirically testable

though yet unproven statement developed in
order to explain phenomena
 Types of hypotheses include
 Null or Alternate
 Nondirectional
 Inverse (negative) directional
 Direct (positive) directional
Research Approach –
Deduction and Induction
 Deduction  Induction