Some tips to read research: how to and why ít important for students. Recommendation for postgraduate students

1. Essential Tools for Masters level Marketers
Reading research: How to, and why its
important.

2. Essential Tools for Masters level Marketers
After Skim reading…..
• Read Critically
• Never assume that the authors are always
correct!
• Do the authors solve the right problem?
• What hasn’t been considered?
• What are the limitations of the solution?

3. Essential Tools for Masters level Marketers
After Skim reading…..
• Do the authors make reasonable
assumptions?
• Are there any flaws in their reasoning?
• Did they gather data and analyse it in a
reasonable manner?
• What other data would be compelling?

4. Essential Tools for Masters level Marketers
Essential Steps
1. Read Creatively
2. Identify the good ideas in the paper
3. See if the ideas can be generalised further
4. Identify improvements

5. Essential Tools for Masters level Marketers
Essential Steps
5. Make notes (Use tools like Refworks)
6. Try and summarise the paper in one or two
sentences
7. Compare to other works (If possible)

6. Essential Tools for Masters level Marketers
Research short exercise
• 􏰀A one or two sentence summary of the paper.
• 􏰀A deeper, more extensive outline of the main
points of the paper, including (for example)
assumptions made, arguments presented, data
analyzed, and conclusions drawn.
• 􏰀Any limitations or extensions you see for the
ideas in the paper.
• 􏰀 Your assesment of the paper; primarily, the
quality of the ideas and its potential impact.

7. How do you identify reports of research?
• Research is:
– A process of steps used to collect and analyze
information in order to increase our knowledge
about a topic or issue
• Most research involves at least these steps:
1.Posing a question
2.Collecting data about the question
3.Analyzing the data to answer the question

8. What kind of research is there?
• Formal research involves collection and
analysis of data
– Data are pieces of information researchers
systematically gather to answer a question of
interest
• numbers, words, facts, attitudes, actions, etc.
– Analysis involves making sense of the data
• Informal research is more like day-to-day
problem solving

9. What are clues to identify research
studies?
• Only in research studies will the authors report the systematic
collection and analysis of data to answer the question
– Examine the title
• Look for words such as research, study, empirical,
investigation, or inquiry
– Examine the abstract
• Look for evidence that the author collected and analyzed
data
– Examine the full text (if necessary)
• Look to see whether the author reports the collection and
analysis of data

10. Why do you need to read
research reports?
– To add to your professional knowledge
– To inform your position when developing
arguments in assignments
– To improve your academic practice
– Research may offer new programs or strategies to try
– Research may present new ideas to consider
– Research can help you learn about and evaluate
alternative approaches

11. Where do you find reports of research?
• Books (including e-books)
– Reference summaries and handbooks
– Reports of single studies
• Scholarly journals
• Sources for early stage material
– Websites
– Conference reports
– Professional association newsletters
– Authors themselves

12. What steps do researchers take when conducting
their studies?
Multiple steps may be implemented at the same
time, or steps may be repeated as the study unfolds.

13. • Use the article structure to guide the way you read
the report
• Major sections:
– Front matter
– Introduction
– Method
– Results
– Conclusion
– Back matter
How do you identify the steps of the research
process in a research article?

14. What is the front matter?
– Title
• May contain information about topic, participants,
setting, or approach
– Authors
– Abstract of the study
• Short summary of the research process

15. What is the introduction section?
– Identifies the study’s research problem
– Reports the review of the literature
– Specifies the study’s purpose, research
questions, and hypotheses

16. What is the method section?
– Identifies the study’s research design
(quantitative, qualitative, or mixed)
– Describes the procedures used to select
participants and collect data
– May briefly describe the procedures used to
analyze the data

17. What is the results (or findings) section?
– Reports the details of and findings from the
data analysis

18. What is the conclusion (or discussion)
section?
• May do some or all of the following:
– Report interpretations of the study
– Summarize major results of the study
– Answer research questions
– Present researchers’ determination whether the results
confirm or disconfirm expected predictions
– Examine meaning of the findings for study participants
– Compare study’s results with those found in other
published studies
– Discuss implications and limitations of the study

19. What is the back matter?
– Includes a list of references cited within
the study report
– Includes extra supporting materials
• End notes
• Appendices
• Biographical information about the authors

20. The General
Process of Research
Research Report
Major Sections
The Steps of the
Research Process
Front Matter
The researcher poses a
question
Introduction
1. Identifying a research problem
2. Reviewing the literature
3. Specifying a purpose
The researcher collects
data to answer the question
Method
4. Choosing a research design
5. Selecting participants and collecting data
6. Analyzing data (and reporting results)
The researcher presents an
answer to the question
Results
Conclusion
6. (Analyzing data and) reporting results
7. Drawing conclusions
Back Matter
Summary: Mapping the research process to the research
report
The Major Sections of a Research Article and the Steps in the Process of Research
Note: final step of “disseminating and evaluating research” is represented by the entire published research article.

21. Types of research Studies

22. What are the different kinds of research
studies?
• Remember: Research is a process of steps that
researchers use to collect and analyse information
to increase our knowledge about a topic or issue
– Quantitative research studies emphasise numeric
data and statistical analyses to explain variables
– Qualitative research studies emphasise text data and
thematic analyses to explore a phenomenon
– Combined research studies includes both quantitative
and qualitative research to understand a topic

23. What are quantitative research studies?
– Ask specific, narrow questions
– Explain different variables or factors
(specific concepts)
– Collect quantifiable data from participants
– Analyse these numbers using statistics and
graphs (mathematical procedures)
– Conduct the inquiry in an unbiased,
objective manner

24. How do you identify quantitative
research studies?
• Words that indicate a quantitative study:
– Experiment
– Correlation
– Survey
• Words that indicate numeric data:
– Variables
– Factors
– Measures
– Questionnaire
– Survey instruments
• Words that indicate mathematical analysis:
– Statistics
– Differences
– Comparisons
– Associations
– Statistically significant

25. What are qualitative research studies?
– Ask broad, general questions
– Explore individuals’ perspectives of a single
concept (often called a phenomenon)
– Collect data consisting largely of words (or
text) from participants
– Describe and analyze these words for themes
– Conduct the inquiry in a subjective and
reflexive manner
•

26. How do you identify qualitative research
studies?
• Words that indicate a qualitative study:
– Narrative
– Case study
– Ethnography
– Grounded theory
• Words that indicate narrative (or text-based) data:
– One-on-one interview
– Focus group interview
– Transcription
– Observation field notes
• Words that indicate textual analysis:
– Themes
– Content analysis
– Description
– Perspectives

27. What are combined research studies?
– Ask narrow, specific questions and broad,
general questions
– Explain variables and explores a
phenomenon
– Collect data consisting of numbers and words
– Analyze these data for statistical trends and
themes
– Combines the two sets of results into an
overall understanding of the topic

28. How do you identify combined research studies?
• Words that indicate a combined study:
• Quantitative and qualitative
• Mixed methods research
• Action research
• Integration
• Combination
• Multiple methods

29. Why should you read both quantitative and qualitative research studies?
Quantitative research
– Large groups of individuals or
organizations
– The prevalence,
representativeness, and
relationship among specific
concepts (or variables)
– Whether an intervention
causes desired outcomes
Qualitative research
– Multiple perspectives,
experiences, and contexts
among few individuals
– Complexity and meaning of
phenomena
– In-depth, detailed
descriptions of phenomena
– Uncover the unexpected or
unique

30. What are the key differences in…
identifying a research problem?
Quantitative research Qualitative research
– An exploration because
little is known about the
problem
– A detailed description and
understanding of a
phenomenon
– An explanation of the
relationships that exist
among variables
– A measurement of trends in
a population

31. in …reviewing the literature?
Quantitative research Qualitative research
– Dynamic; reviewed as new
ideas emerge throughout
the study
– Informs the researcher’s
perspective, but does not
prescribe the direction of
the study
– Static; reviewed mostly at
the start of the study
– Prescribes the direction of
the study (i.e., the purpose
statement, research
questions, and hypotheses)

32. in…specifying a purpose?
Quantitative research Qualitative Research
– General and broad
– Focus on participants’
perspectives about a
phenomenon
– Specific and narrow
– Focus on measurable,
observable variables

33. in… choosing a research design?
Quantitative Research Qualitative Research
– Choosing a general
qualitative approach or a
formal qualitative research
design
– Choosing an experimental
or non-experimental
quantitative research
design

34. in…selecting participants & collecting
data?
Quantitative research Qualitative research
– Small number of individuals
or sites
– General, emerging
questions to permit the
participant to generate
responses
– Gathering word (text) or
image (picture) data
– Large number of
individuals, sites, or time
points
– Instruments with preset
questions and responses
– Gathering quantifiable
(numeric) data

35. in….analyzing data and reporting results?
Quantitative research Qualitative research
– Text and image analysis
procedures
– Develop description and
themes
– Statistical and graphical
analysis procedures
– Compare groups, relate
variables, and describe
trends

36. in…drawing conclusions?
Quantitative research Qualitative research
– Statements about the
larger meaning of the
findings and personal
reflections about the
findings
– Comparisons of results
with prior predictions and
past studies

37. What are the key differences in…
disseminating and evaluating research?
Quantitative research Qualitative research
– Flexible, emerging
structures and evaluative
criteria
– Be written with a subjective
and reflexive approach
– Standard, fixed structures
and evaluative criteria
– Be written with an objective
and impersonal approach

38. Summary: Key Differences in the Research Process
Typical Characteristics in
Quantitative Research
Steps in the
Research Process
Typical Characteristics in
Qualitative Research
The research problem calls for an
explanation and measuring trends
Identifying a
Research Problem
The research problem calls for an
exploration and developing understanding
The literature plays mostly a static and
prescriptive role in the study
Reviewing the
Literature
The literature plays mostly a dynamic and
informative role in the study
The purpose is specific and narrow; the
researcher asks research questions and
states hypotheses about variables
Specifying
a Purpose
The purpose is general and broad; the
researcher asks open-ended research
questions about a phenomenon
A quantitative approach is selected and a
quantitative experimental or non-
experimental research design is planned
Choosing a
Research Design
A qualitative approach is selected, and a
general qualitative approach or formal
qualitative research design is planned
The data include numeric scores for
variables gathered from a large number
of individuals, sites, or time points
Selecting Participants
And Collecting Data
The data include text and images gathered
from a small number of individuals or sites
Statistical and graphical analysis of the
data is used to compare groups, relate
variables, and describe trends
Analyzing Data and
Reporting Results
Text and image analysis of the data is
used to develop and report description and
themes
The results are compared with
predictions and past studies
Drawing
Conclusions
The results are interpreted in terms of their
overall meaning
The report and evaluation uses a
standard and fixed format; the researcher
is objective and impersonal
Disseminating and
Evaluating the Research
The report uses a flexible and emerging
format; the researcher is subjective and
reflexive
Figure 2.2: Characteristics That Are Typical of Quantitative and Qualitative Research for Each Step in the Research Process

39. How do you evaluate quantitative and qualitative studies?
Quantitative Qualitative
Front Matter + Study was evaluated using
rigorous standards
+ Study was evaluated using
rigorous standards
Introduction + Explains variables and
trends
+ Literature justifies
variables
+ Purpose is narrow
+ Explores of a phenomenon
+ Literature supports
approach
+ Purpose is broad
Method + Experimental or non-
experimental
+ Numeric data
+ Large number of
participants
+ Used statistical procedures
+ Procedures are ethical
+ General or formal
qualitative approach
+ Text or image data
+ Small number of
participants
+ Used text analysis
procedures
+ Procedures are ethical

40. Quantitative Qualitative
Results/
Findings
+ Provides objective,
statistical information
+ Describes impact,
relationships, differences,
and trends for variables
+ Interprets information
+ Describes themes and
conveys multiple
perspectives of
phenomenon
Conclusion + Compares results with
predictions and past
studies
+ Interprets limitations in
procedures
+ Suggests implications from
results
+ Interprets meaning in
terms of personal
experience and past
studies
+ Interprets limitations in
procedures
+ Suggests implications from
findings

41. Quantitative Qualitative
Back Matter + Detailed references
+ Information about the
study’s context
+ Detailed references
+ Information about the
study’s context
Whole
Report
+ Logical, coherent, rigorous
approach
+ Logical, coherent, rigorous
approach

42. Identifying why a study is important

43. What is the purpose of the statement of the
problem?
– Generate interest in the study
– Articulate the importance of the study
– Argue for the need of the study
– Suggest why the study has significance
– Help readers decide if the study is of interest
to them

44. How do you identify the statement of the
problem in a research study?
– Found in the introduction section
– May appear under the headings:
• Introduction
• Statement of the Problem
• The Research Problem
• Or have no heading
– Look for a sentence like:
• A major problem is.

45. How do you distinguish the research problem from
the topic and purpose?
– Topic
• Very general
• What the study is about
– Problem
• Falls under the general topic
• The issue, concern, or controversy being addressed
• A real-world problem that needs to be solved
– Purpose
• Follows from the problem
• More specific
• What the author intends to do

46. Why do researchers study research
problems?
– To fill a gap in the existing literature
– To replicate past results by examining different
participants/sites
– To extend past results
– To examine the problem more thoroughly
– To learn from people whose voices have not been
heard
– To improve current practices

47. Differences in quantitative and qualitative studies?
Quantitative Research
Problems Explain
– The effect of a treatment
– The extent that groups
differ
– The trends in a large group
Qualitative Research
Problems Explore
– How a process unfolds
– The meaning of a
phenomenon
– The complexity of a case
– The stories of individuals’
lives

48. What are the elements of a statement of the
problem?
• 1. Topic
• 2. Research problem
• 3. Evidence for the importance of the problem
• 4. Knowledge about the problem that is
missing
• 5. Audiences that may benefit from the new
knowledge

49. How do you find the topic?
– Located in first few sentences of the introduction
– The broad subject matter of a study
– Answers the question: “What is this study about?”
– May generate interest by including
• Statistical data
• Provocative question
• Clear need for research
• Powerful quote
• Key definition

50. How do you identify the research
problem?
– Appears within the first paragraph or two of an article
– Conveys a strong sense of importance
– An issue, concern, or controversy that needs to be
solved
• A major concern
• Affects the lives of many individuals
• Has serious consequences
• A current issue for practitioners
• A problem about what is known about a topic
• Conflicting evidence in the literature

51. How do you recognize the justification for
the importance of the problem?
– Scholarly evidence previously reported in the
literature
– Justification based on the impact on professional
settings*
– Personal experiences which support the
importance*
• *Often combined with evidence from the literature to
increase the scholarly value of the argument

52. How do you recognize the knowledge
about the problem that is missing?
– A gap/deficiency in knowledge that needs to be
filled
– Past results which need to be replicated
– Previous results which need to be extended
– The voices of marginalized people need to be
heard
– Practice needs to be improved

53. How do you identify the audiences who
will benefit from the study?
– Usually near the end of the Introduction
section
– Mentions individuals and/or groups who will
potentially benefit
– May mention how the specific audiences will
be able to use the new knowledge

54. How do you evaluate the statement of the
problem in a research study?
Quality criteria
Indicators of
higher quality
Indicators of
lower quality
Topic  Intriguing and pertinent  Boring and irrelevant
Problem  At least one clear
problem
 Problem is stated
succinctly
 Unclear why there is a
problem
 Problem is merely
implied
Justification  Evidence from several
recent references as
well as personal
experiences
 Little evidence is
offered to justify its
importance
Deficiencies
(Gap)
 Two or more clear
deficiencies are stated
 Only a nonspecific
statement about a
general lack of
knowledge

55. How do you evaluate the statement of the
problem in a research study?
Quality criteria
Indicators of
higher quality
Indicators of
lower quality
Audiences  Two or more audiences
are identified
 Specific examples of
how the knowledge
could be used
 Only a general
audience is implied
 No examples of how
the knowledge could be
used
Study is
warranted
 A logical, coherent, and
convincing argument
 Argument is confusing,
unclear, and not
convincing
Passage is well
written
 Engaging, concise, and
easy to follow
 Uninteresting, overly
verbose, and hard to
follow

56. The Literature Review: Examining the
background for a Study

57. How do you identify the literature
review in a research study?
– Look for the literature review in a stand-alone
section
– Note where researchers refer to others’ work
from the literature

58. How do researchers use literature in
their studies?
– To provide justification for the research problem
– To document what is and is not known about the
topic
– To identify the theory or conceptual framework
behind a study
• Theories can identify key variables and expected
relationships among them
• Conceptual frameworks can inform assumptions and
beliefs about the topic
– To provide models for the methods and procedures
– To interpret results

59. Use of quantitative and qualitative studies?
Quantitative
• At beginning of the
study
– Substantiate the research problem
– Point to specific variables of interest
– Suggest theories which explain
expected relationships
– Provide a rationale for the study’s
purpose
– Form the basis for the hypotheses to
be tested
• At the end of the study
– May compare results to the predictions
Qualitative
• At beginning of the study
– Document the importance of the
research problem
– Describe a conceptual framework
which informs their stance for the study
– Document models for their methods
• During the study
– As new ideas or perspectives emerge
from the data
• At the end of the study
– May compare results to other past
studies to support or modify existing
ideas and practices

60. What are the steps that you can use to
review the literature?
– Step 1: Identify key terms
– Step 2: Use search strategies to locate
literature
– Step 3: Select relevant good quality
documents
– Step 4: Take notes on the key aspects of each
selected document

61. How do you identify key terms related
to the topic of the literature review?
– Pose a short, general question you would like
answered
– Write a preliminary working title for your
project and select two to three keywords
– Use words that you find in the literature
– List synonyms for your topic

62. How do you search databases using the key
terms to locate literature?
– Use multiple key terms, but not too many
– Use “logic” terms to combine multiple key
terms
– Limit your search to recent literature
– Begin your search by looking for journal
articles
– Keep trying new combinations of key terms to
find the best literature

63. How do you select literature that is relevant?
– It covers the same topic
– It concerns the same individuals or sites
– It addresses the same research problem

64. How do you select literature that is of good
quality?
– Select original sources over secondary
– Select peer-reviewed sources over those not
reviewed
– Select reputable sources over unknown
sources

65. How do you take notes on the key aspects
of each selected document?
• Summarize:
– The complete reference to the source
– The research problem
– The purpose, research questions, and hypotheses
– The data collection procedures
– The major results and findings
– Your comments about the study
• strengths and weaknesses
• implications for practice

66. How do you synthesize literature and write a
literature review?
1. Organize the literature into themes
2. Summarize the major themes
3. Document the sources with citations to the
literature
4. Provide conclusions about the review

67. How do you organize the literature into
themes?
• Make a literature map
– Label overall map with a key term that
summarizes your topic
– Sort sources into groups of related topics
– Label each group to summarize the theme
– Indicate your own work on the map

68. How do you write a summary of the major themes?
Study-by-study review
• Group studies into broad
themes
• Write a one paragraph
summary for each study
within each theme
Thematic review
• Identify the themes from
the literature
• Briefly summarize only the
relevant ideas from each
study that relates to the
theme (not the article as a
whole)

69. How do you document the sources by including citations
to the literature?
• Plagiarism means to represent someone else’s
ideas and writings as if they were your own
– Using someone else’s ideas
– Copying someone else’s words directly or changing
just a few words
• Plagiarism has serious consequences
– Failing a module
– Being dismissed from the degree programme
– Losing a job
•
• You must learn to always give proper credit to
your sources

70. How do you provide your conclusions about
the literature?
• Answer the question: “What are the major
ideas from all of the studies I reviewed?”
– Include three to five themes that summarize the
literature
– Emphasize the big ideas under each theme
– Highlight what the reader should remember
– Identify strengths and weaknesses
• Discuss how the literature informs your work

71. How do you evaluate the literature review in
a research study?
Quality
criteria
Indicators of
higher quality
Indicators of
lower quality
The review
includes the
relevant
literature
 Comprehensive
 Aligned with study's
topic
 Important subtopics are
included
 Superficial
 May not relate to the
study’s topic
 Important subtopics are
missing
The review
examines
sources that
are recent and
of high quality
 Original research
 Published in peer-
reviewed journals
 Recent
 Books and secondary
sources
 Not undergone peer
review
 No longer current

72. How do you evaluate the literature review in a
research study?
Quality
criteria
Indicators of
higher quality
Indicators of
lower quality
The literature
review is
appropriately
documented
 Citations are provided
for all ideas drawn from
the literature
 The citations are
correct, complete, and
in a consistent style
 Not all ideas drawn
from the literature are
supported with citations
 Some citations are
incorrect, incomplete,
or in an inconsistent
style
The literature
is thoughtfully
synthesized
 Organized into major
themes that make
sense
 Clearly identified by
headings and/or a
visual map
 Organization does not
make sense
 Unclear headings

73. Quality
criteria
Indicators of
higher quality
Indicators of
lower quality
The literature
is critically
examined
 Critiques includes
deficiencies, strengths
and weaknesses, and
implications for the
study’s design
 Only summarizes
 No critical commentary
The study has
a strong
foundation in
the literature
 Clearly connected to
the problem, purpose,
approach, methods,
and interpretations
 Explicitly explains how
the literature is being
used in the study
 Lack of connection to
the problem, purpose,
approach, methods,
and interpretations.
 The study report does
not indicate how the
literature is being used
in the study

74. Quality
criteria
Indicators of
higher quality
Indicators of
lower quality
The use of the
literature fits
the study's
overall
research
approach
In a quantitative study:
 Justifies the problem
 Identifies major
variables and
hypotheses compares
results to predictions
In a quantitative study:
 Minimal for the topic
 Does not support the
choice of variables and
stated hypotheses
In a qualitative study:
 Justifies the problem
 Informs researcher's
approach
 Is examined further as
new findings emerge
In a qualitative study:
 Makes predictions that
limit the researcher's
openness
 Remains static even
when new findings
emerge