Business Research Methods

1. RESEARCH
METHODOLOGY
Dr. Sarah Wali Qazi

2. Contents in the Research
Methodology
■ 2.1 Research Design
■ 2.2 Population and Sample (Participants in case of
qualitative)
■ 2.3 Variables and Hypothesis
■ 2.4 Data Collection Procedure
■ 2.5 Plan of Analysis

3. 2.1 Research Design
Research Method
Mono Mixed
Research Strategy
Exploratory Explanatory Descriptive
Research Approach
Qualitative Quantitative Mixed Method

4. Qualitative versus Quantitative
Research
■ Purpose
– Exploring feelings, perception and experiences versus
investigating impact/effect/relationship
■ Small versus large samples
■ Broad range of questioning versus structured questions
■ Subjective interpretation versus statistical analysis

5. Research strategies
■ Exploratory (Pure Qualitative)
■ Explanatory (Pure Quantitative)
■ Descriptive

6. Research Choices
■ Mono-Method: Single Method
■ Mixed Method: Using Quantitative and
Qualitative Method

7. Research Design
■ This study is based on qualitative approach in
which exploratory strategy is used for exploring
the __________ phenomena. This is mono-
method study and will be conducted with the
help of interviews.

8. Population and Sampling Method
■ Sampling Method: Non-Probability Sampling
■ Population: The frame of the respondents from whom
you are intended to collect data
■ Sample: the portion of the population from which you
will collect data
■ Participants (Qualitative)

9. Hypothesis and Variables (For
Quantitative only)
■ Hypothesis: statement that reflect the relationship
between the variables for e.g
– There is significant relationship between the consumer
buying behavior and brand loyalty
– If employees motivation increases from the
organization then it will effect the company
performance
– There is strong correlation between the reward system
and employee retention
■ Variables: Highlight the independent and dependent

10. brand
equity
brand loyalty
brand
association
perceived
quality
brand
awareness

11. Data Collection Procedure
Instrument Method
Reliability Validity

12. Plan of Analysis
■ Statistical Analysis for Quantitative: Regression and Correlation
■ Subjective Analysis for Qualitative: Content Analysis
■ Descriptive Analysis for Qualitative and Quantitative: Frequency
Distribution, Cross tabulation, and Descriptive Statistics (Mean,
Median, and Mode)

13. Thank you

14. ■ In the 6th class, all you need to come up with the Research Proposals and the
session will be the meeting session.