RESEARCH METHODOLOGY

29 August 2005 MBA III (Research Methodology) Course Instructor: Dr. Aurangzeb Z. Khan 1
RESEARCH
METHODOLOGY
(Business Research Methods)
Week 3

Decision-Making
Decision-Making is the process of resolving a
problem or choosing amongst alternative
opportunities
 What is the problem or opportunity?
 How much Information is available?
 What Information is needed?
Decision-Making
Situation
Complete
Certainty
Absolute
Ambiguity
Value of Research

Certainty, Uncertainty, Ambiguity
 Certainty – Decision-maker has all the requisite
information concerning the business problem (or
opportunity). Research may be unnecessary. Complete
certainty about the future is rare in practice
 Uncertainty – General nature of the business problem is
clear but information about alternative courses of action
is incomplete as are the events which may occur.
Research may be a potentially valuable tool here
 Ambiguity – Nature of the problem to be solved is
unclear. Objectives are vague and alternatives difficult to
define. Research may be a useful excercise

Types of Research
Exploratory Research:
• undertaken with the aim of clarifying ambiguous problems
• general problems usually known but not sufficiently
understood
• the purpose is to get more information, not to uncover
specific courses of action (subsequent research)
Determining a specific course of action to follow is not a
purpose of exploratory research!
Example: Child-Care support programme for employees

Types of Research
Descriptive Research:
• undertaken with the aim of determining the characteristics
of a population or phenomenon
• Previous knowledge of problem exists
• High degree of precision or accuracy required
Examples:
Who are the main consumers of organic foods?
How many students read the prescribed course literature?
Where do most holiday-makers travelling overseas go?
When do petrol stations tend to raise their prices?

Types of Research
Causal Research:
• undertaken with the aim of identifying cause and effect
relationships amongst variables
• are normally preceeded by exploratory and descriptive
research studies
• Often difficult to determine because of the influence of
other variables (concommitant Variation and the presence
of other hidden variables)
Example: Higher ice-cream consumption causes more
people to drown (indicative of a causal relationship (?))

Stages in the Research Process
Define
Problem
Planning a
Research Design
Planning
a Sample
Gathering
the Data
Processing and
Analysing the Data
Conclusions
and Report

Forward and Backward Linkages
 Forward Linkage – The earlier stages of a research
project determine the design at a later stage
Example: The goal of the research project will determine
the selection of the sample and the way data is collected
 Backward Linkage – The later stages of a research
project determine how its earlier stages are conducted
Example: The company executives require certain
specific information which the researcher anticipates and
for which he or she plans the data collection and
analysis steps accordingly

Flowcharting the Research Process (1)
Problem Discovery
Secondary (historical) data
Pilot Study
Experience Survey
Case Study
Problem Definition
(Statement of research objectives)
Selection of
exploratory
research technique
Selection of
basic research
method
Survey (Interview, Questionnaire)
Experiment (Laboratory, Field)
Secondary Data Study
Observation

Flowcharting the Research Process (2)
Survey (Interview, Questionnaire)
Experiment (Laboratory, Field)
Secondary Data Study
Observation
Sample Design
Probability
Sampling
Non-Probability
Sampling
Collection of Data (Fieldwork)
Editing and Coding Data
Data Processing and Analysis
Interpretation of Findings
Report

Ethical Considerations in Business
Research
• Ethics & Morals
• Societal norms and values
• Divergent perceptions of what is considered
ethical and unethical
• What is “ethical” in business research?
• Ethical Guidelines and professional
associations

Ethical Interfaces in Business Research
Subjects’ Rights
Researchers’ Obligation
Researchers’ Rights
Clients’ Obligation
Researchers’ Obligation
Clients’ Rights
Researchers’ Rights
Subjects’ Obligation
Research
Subject
Researcher
Research
Sponsor
Subjects Rights & Clients Obligation

Ethical Behavior Considerations:
Research Subjects
 Truthfulness in giving information to the researcher if a
research subject or respondent gives his or her consent
to participate in a research study
 Sustained cooperativeness with the researcher
throughout the course of the research study
 Adhere to responsibility if informed consent is given to
the researcher
 State any constraints or limitations in advance

Researchers
 No deception, be forthright and do not conceal the true
purpose of the research
 Maintain objectivity, courtesy and high professional
standards through scientific process
 No falsification, alteration or misrepresentation of data
for political or other purposes
 Protect the confidentiality of the research subjects and
research sponsors
 No faulty conclusions
 No inclusion or use of information or ideas contained in
competing research proposals

Research Sponsors
 No request for submission of competitive bids by
researchers if selection of the researcher has already
been made
 Avoid manipulation and influencing of the researcher
with a view to discrediting individuals or organizations
 The conclusions drawn from research work should be
consistent with the data and not influenced by other
undesirable conditions or motives
 Observe the confidentiality of the research subjects and
researcher
 Avoid Advocacy Research

The Menace of Plagiarism
Please read the CIIT Academic Honesty
Policy compiled by Mr. Laeeq-ur-Rehman
Khan which is distributed in this class as a
separate sheet
ZERO TOLERANCE (and ZERO MARKS)
for cheating and plagiarism at COMSATS
Institute of Information Technology!

RESEARCH METHODOLOGY

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