This document provides an overview of business research, including defining business research, distinguishing between qualitative and quantitative research, the difference between basic and applied research, kinds of business research, criteria for good research, and research formats. Specifically, it defines business research as scientific research addressing firm or industry concerns. It also describes qualitative research using observations or interviews versus quantitative research using surveys, as well as how the two can be combined through triangulation. The document outlines various types of conclusive and exploratory business research and their purposes.

1. 1
CHAPTER 1
Introduction to Business Research
___________________________________________________
Learning Outcomes
After studying this chapter, the student should be able to:
1. Define business research;
2. Understand the difference between qualitative and qualitative business research
and the difference between basic and applied research;
3. Know the kinds of business research;
4. Determine the criteria for a good business research; and
5. Distinguish the different forms of business research.
What is business research?
Business research is a type of scientific research that tries to address the concerns
of the firm and/or the industry. It offers (recommends) solution/s to the affected functional
area (marketing, management, human resource, finance, entrepreneurship, etc.) or an
analysis of the perception, preference and behavior of the customers, employees, and
other stakeholders. The processed result of the business research (information) becomes
basis for making decisions. If the result of the business research is intended only for a
particular company use, then it is a contracted business research. If the result is intended
for general application and appreciation of the business, the industry, and the academic
community, then it is an institutional research.
Difference between qualitative and quantitative research
Basic quantitative research uses a survey questionnaire for collecting primary data
(perception and preference of respondents), whereas business qualitative research uses
observation (behavior of respondents) or a depth interview (opinion and ideas of
respondents) for collecting data. However, the findings of qualitative business research
cannot be generalized across the population, as it is treated like a case study;
meanwhile, quantitative business research can be generalized across population, if the
sampling method was done randomly.

2. 2
Can quantitative and qualitative business methods be combined?
Yes. The result of qualitative business research can be used to validate the result
of quantitative business research. This process is called Triangulation. An example of
triangulation is the use of survey to respondents and interview to another group of
respondents within the same study. A specific example is when a researcher tries to
evaluate the human resource practices of a certain company. Employees will evaluate
the services and functions of the HR Department using a survey questionnaire, and HR
practitioners will be interviewed to check on the details of their services and functions
rendered to employees. The researcher will compare the results of the study and will have
to come with various levels of analysis. See Figure 1.1.
Differencebetweenbasic business researchand applied business research
Basic (academic) business research is strict on American Psychological
Association (APA) compliance, where applied business research is lenient and would
depend on the preference of the client (for easy interpretation and decision).
Basic business research is dependent on the problematic situation identified by
the researcher and the findings are expected to be generalized across the population of
the study. Applied business research is dependent on the problem that the client would
want to be solved and the findings cannot be generalized as it is just a case study.
Problem and
Sub-problems
Qualitative
Results
Quantitative
Results

3. 3
Kinds of business research
1. Conclusive (for quantitative research) – designed to help managers make
decisions based on the information provided by the business research. Through it,
the manager or decision maker makes informed decisions. Informed decisions rely
on researched information as basis for making decisions. Conclusive research can
be applied through descriptive research, correlational research, causal research, or
a combination of descriptive, correlational, or causal research.
a) Descriptive research – is a kind of quantitative research that describes the
problem or phenomenon that the researcher or client wants to address or know.
It answers who, what, when, where, why, and how in the statement of the
problem. Most business studies are done using descriptive research. If the client
would want to address many business operations. Areas through descriptive
research, then this kind of research would be lengthy and time consuming. The
results are presented through frequency count, percentage, ratio, rank, some
descriptive statistics or mean (by interpreting the scale, its level and meaning).
b) Correlational research – is a kind of quantitative research that measures the
relationships of variables statistically to determine is dependence or
interdependence. It is simply done through correlations or t-test and analysis of
variance (ANOVA), or some multivariate factor analysis (FA), multiple regression
analysis (MRA). Cluster analysis, perceptual mapping, or conjoint analysis. The
results can be inferred (deduce or conclude with statistical basis). In most
business studies, descriptive research, and correlational research to have a
comprehensive result.
c) Causal Research – is a kind of quantitative research that hypothesizes the cause
and effect of variables. It is intended to address the complicated relationship of
variables. It uses multivariate tools like covariance-based equation modeling (CB-
SEM) or partial least squares structural equation modeling (PLS-SEM). For the
purposes of this book, this research is not covered here.
2. Exploratory (for qualitative research) – is designed to fine more information about
the problem, issue, or phenomenon. It is also intended to reduce the research options
to manageable size. Exploratory research can be applied through depth interview,
focus group discussion, and ethnographic research.
a) Depth Interview – is a kind of exploratory research where the researcher
conducts a detailed personal interview (with guide questions that the respondent
is aware of earlier). The activity is normally recorded so that the transcript can be
printed and used as a support for depth interview. The raw transcript will be
summarized and interpreted by the researcher. Because the activity relies on the
expert opinion of the respondents, only a handful of respondents are included in
the interview – around 8-10. If a quantitative research is done with similar
concerns or problems, the result of the depth interview (qualitative research) can

4. 4
be used to validate the result of the quantitative research. The process is called
triangulation.
b) Focus-group discussion (FGD) – is a kind of exploratory research where the
researcher solicits ideas about a particular topic or problem from the target
respondents. The researcher selects around 10-12 respondents (representing
the population) in one area and serves as the facilitator. The researcher asks
questions to the respondents and allows them the process to process the
questions while recording it for the documentation purposes. There must be some
identifier for the respondents (but not the name of the respondent) for the
purposes of documentation. The raw transcript is summarized and used as basis
for qualifying a particular concern (e.g., product, idea, or variable) in the
quantitative research.
c) Ethnographic or observation research – is a kind qualitative research where
the researcher observes the respondent of respondents directly. It is done
through:
1. direct observation (with the respondent informed beforehand of such
observation)
2. direct observation (with the respondent uninformed of such observation)
These are issues and concerns here:
a) If the respondent is made aware of such observation, he or she may be
conscious of his or her behavior, thus defeating the purpose of
observing the behavior normally.
b) If the respondent is not made aware of such observation (assuming a
spy eye glasses with video-recording capability is applied), there is an
ethical issue involved – intrusion of privacy.
c) If the observation is successful, could the researcher interpret the
observed behavior? In this regard, we need experts like a psychologist
to interpret perception, motivation, etc.; we need a sociologist to
interpret social behavior; and we need an anthropologist to interpret
culture and symbols.
3. Business case analysis – involves the study of a particular company, group, or
person through personal interviews and published literature. The personality of
those involved in the case (company officers or personnel) is reflected and
discussed in the case to make it interesting. The case is written for purposes of
class discussion. The case is intended to elicit the students’ participation by
applying whatever concepts they have learned from the business courses they
have taken. It cannot be generalized as it is about a particular company only.

5. 5
Criteria for a good business research
1. For quantitative business research, it must be grounded on theory and empirically
verifiable, especially if the research model is confirmatory in nature. The findings
should validate the variables of the theory, if it is exploratory in nature and no
existing theory is available, then some valid explanation would suffice, but subject
to hypothesis testing and more empirical testing (to avoid accidental generalization)
2. It must contribute to the advancement of knowledge in business and management.
3. It results in scientific knowledge that is ethically neutral (not offensive).
4. For qualitative business research, the observation could be interpreted by the experts
(psychologist, sociologist, or anthropologist). Their interpretation serves as basis for
the managers to understand the customers to pave the way for a correct strategy.
Format of a business research
In general, the format for basic business research is still based on the traditional
format, which is known as Format A. Format A has five chapters. The APA has come up
with its format called Format B, which has four chapters. The chapters 1 and 2 in format
A are merged into one chapter in format B; it is comprised of four chapters only. Some
schools are also modifying the research format to suit their specific research
requirements.
There is no standard format for applied research. It still incorporates some chapters
and components of the traditional format, but it is much more simplified to suit the needs
of the clients. In addition, the institutional format of the university has o be observed by
the students.
Format A (traditional format)
Title page
Abstract – about purpose, methodology, major findings, and or conclusions (150-200
words).
Acknowledgement
List of tables
List of figures
Chapter 1 – introduction
Background of the study
Theoretical/Conceptual framework
statement of the Problem
Hypothesis of the Study (if any)
Assumption/s of the study (if any)
Significance of the Study
Scope and Limitation/s of the Study
Definition of Terms – conceptual and operational definition of terms used in the study

6. 6
Chapter 2 – Review of Related Literature
Overview of topics to be reviewed in this chapter
Literature about specific variables used in conceptual framework
Literature about the major measurement tool used in the study (if required by the
panel of examiners)
Add-on: Synthesis of the variables reviewed (if required by the panel or examiners)
Chapter 3 – Research Methodology
Research Design
Sampling Plan
Research Locale – where the respondents will be surveyed or interviewed
Sample Size – with the sampling formula; if the population is not large, total
enumeration (census) can be applied
Sampling Procedure – detailing how the respondents will be randomly selected
Research Instrument – survey questionnaire, FGD, and/or depth interview
Statistical Treatment – how the data will be processed, analyzed, and interpreted
Add-on: Ethical Considerations (if required by the school or the panel of
examiners)
Chapter 4 – Presentation, Interpretation, and Analysis of Data
Demographic Profile of Respondents
Findings – frequency tables, charts, statistical output, tests performed
Add-on: Implication to Theory, Research, Practice (if required by the school or
panel of examiners)
Chapter 5 – Conclusion and Recommendations
Summary of problems and hypotheses – some schools would omit this as it is
already covered in the previous discussion
Summary of findings – some school would omit this as it is already covered I the
previous discussion
Conclusions – generalization of the findings on each problems
Recommendations – intervention to address the gap in the findings, includes
recommendation for those establishments and individuals included in the
significance of the study and for further research
Bibliography of References – arranged alphabetically
Appendices – survey instrument/s, statistical output, and other related documents
Add-ones: Curriculum Vitae of Researcher/s with picture (if required by the school
or panel of examiners)
Format B (APA format)
Title Page
Abstract – about purpose, methodology, findings, (150-200 words)
Acknowledgement/s
Table of Contents

7. 7
List of Tables of Figures
Chapter 1 – The Problem and Review of Related Literature (the equivalent of Chapters 1
and 2 of the traditional format)
Review of Relate Literature
Synthesis of the Review
Conceptual Framework
Hypothesis of the Study
Definition of Terms
Scope of Limitations
Significance of the Study
Chapter 2 – Research Methodology (the equivalent of Chapter 3 of the traditional format)
Significance Research Results (Presentation of Data)
Discussions (Analysis of Data)
Chapter 4 – Summary of Findings, Conclusions, and Recommendations (the equivalent
of Chapter 5 of the traditional form)
Findings
Conclusions
Recommendations
References
Appendices
Other business research formats
1. Market Study (no standard format), excerpt from the book Principle of Marketing for
Senior High school (Te et al. 2017)
a. Title page
b. Executive summary
c. Market study introduction
d. Market study objectives
e. Socioeconomic profile of target market
f. Competitive analysis
g. Trend analysis
h. Survey result of sample (representing the target market)
i. demand determination and estimation
j. Demand and supply analysis (identifying gaps)
k. Marketing mix conceptualization
l Recommendations
2. Feasibility study
a. Title page
b. Executive summary
c. Market feasibility
d. Technical feasibility

8. 8
e. Operations and management feasibility
f. Socioeconomic contribution
g. Financial feasibility
h. Recommendations
Chapter 1 Summary
Business research is a type of research that tries to address the concerns of the
firm and/or the industry. The processed result of the business research (information)
becomes the basis for making decisions. Basic business quantitative research uses a
survey questionnaire for collecting primary data, whereas business qualitative research
uses observation or a depth interview for collecting data. The result of qualitative business
research can be used to validate the result of quantitative research business research.
The process is called triangulation.
Basic business research is dependent on the problematic situation identified by
the researcher and the findings are expected to be generalized across the population of
the study. Applied business research is dependent on the problem that the client would
want to be solved and the findings cannot be generalized as it is just a case study.
Conclusive research (for quantitative business research) is designed to help managers
make decisions based on the information provided by research, although it is the manager
or decision maker that makes informed decision. The types of conclusive research are
the following: a) descriptive research, b) correlational research, and c) causal research.
Exploratory research (for qualitative business research) is designed to find more
information criteria of a good business research. It is also intended to reduce the research
options to a manageable size. the types of exploratory business research are as follows:
a) depth interview, b) focus group discussion, c) ethnographic or observation research.
Business case study involves the study of a particular company, group, or person through
personal interviews and published literature. The case is written for purposes of class
discussion.
Quantitative basic business research must be grounded on theory and empirically
verifiable, especially if the research model is confirmatory in nature. The findings should
validate the variables of the theory; if it is exploratory in nature and no existing theory is
available, then some valid explanation would suffice, but subject to hypothesis testing. It
must contribute to the advancement of knowledge in business and management. It results
in scientific knowledge that is ethically neutral. For qualitative business research, the
observation could be interpreted by experts (psychologist, sociologist, or anthropologist).
Their interpretation becomes the basis for managers to understand the customers and
will pave for a correct strategy.