Ph.

D Program

RESEARCH
METHODOLOGY
Scientific Investigation
&
Business Research Process

Dr.William@ Sui Reng Liana

1
 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
1. 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

2. 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
Source: Saunders et al, (2009)
 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

• Qualitative research attempts to explore and understand

people’s beliefs, experiences, attitudes, behaviour and
interactions through methods such as interviews or focus
group discussions.
Quantitative research – addresses research objectives
through empirical assessments that involve numerical
measurement and analysis.

Qualitative research – addresses business objectives

through techniques that allow the researcher to
provide elaborate interpretations of phenomena
without depending on numerical measurement; its
focus is on discovering true inner meanings and new
insights. (Zikmund, 2010)
 Differences between Quantitative and Qualitative research strategies
Quantitative Qualitative
Principal orientation to the Deductive Inductive
role of theory in relation to Testing of theory Generation of theory
research

Epistemological Natural science model, in Interpretivism

orientation particular positivism

Ontological orientation Objectivism Constructionism

(Bryman, 2006)
Differences between Quantitative and Qualitative research strategies
Research Aspect Quantitative
Common Purpose Test Hypotheses or Specific
Research Questions
Approach Measure and Test
Data Collection Approach Structured Response
Categories Provided
Research Independence Researcher Uninvolved
Observer. Results Are
Objective.
Samples Large Samples to Produce
Generalizable Results
Most Often Used Descriptive and Causal
Research Designs
(Zikmund, 2010)
Qualitative
Discover Ideas, used in
Exploratory Research with
General Research Objects
Observe and Interpret
Unstructure, Free-Form
Researcher Is Intimately
Involved. Results Are
Subjective.
Small Samples – Often in
Natural Settings
Exploratory Research
Designs
 Strengths of Quantitative Research
• Easy to implement the research (surveys, questionnaire)
• Relatively quick to gather research data
• Provides precise and numerical research data
• Useful for large sampling size
• Relatively faster to analyse research data (SPSS)
• Easier to interpret research data

Weaknesses of Quantitative Research

• Researcher’s theory and hypotheses might not reflect real phenomena
• Research data gathered could be too general
• Research results might not be in-depth
• Research results could be bias as researcher is verifying his/her pre-
determined theory and hypotheses instead of building them from the
research findings
 Strengths of Qualitative Research
• Useful to conduct limited in-depth case studies or interviews
• Useful for describing complex phenomena
• Useful for specific environment, context and condition
• Include researcher and people’s personal experiences of phenomena
• Research is more dynamic and flexible
• Research findings in words and narrative could explain the
phenomena better and more in-depth

Weaknesses of Qualitative Research

• Research findings might not be general and it applies to specific context
• Insufficient research data to test hypotheses and build theory
• Data collection and analysis could be time consuming
• Data collection and analysis could be resource intensive
• Research results are easily influenced by the researcher’s personal biases
• 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
Strengths:
•Mixture of words, pictures, narratives and numbers add more
meaning to research findings
•Stronger evidence for research conclusion(triangulation)
•Complement the strengths and weaknesses in Quan and Qual
•More complete and generalization of research results.

Weaknesses:
•More complex to carry out research
•Time consuming
•Resource intensive
•Risk in conflicting research findings from Quan and Qual.
Mixed Method
• Quan and Qual are mixed in research process
• Questionnaire with Quan questions (Closed-ended) and
Qual questions (Open-ended)
• Open-ended interview (Qual) and results are quantified.

Mixed Method

• Quan research and Qual research are conducted in phases

• Time consuming
• Resource intensive
• Risk in conflicting research findings from Quan and Qual.
 Business Research Process: An Overview

Opportunity Defining
and research
information objectives
need felt

Designing
Managerial research
decision method
and action

Diagrammatic
Representation of the
Business Research Process

Plan and do
Report primary
writing and research
presentatio
n

Plan and do
Tabulation secondary
and research
analysis