Introduction to Research Methodology

1. Introduction to Business
Research Methods

2. Syllabus
• Business Research Methods: Introduction, Basic Research and Applied Research
• Scope, Managerial value of Business Research, Business Research in a Global context
• Characteristics of good research, Ethics and Business Research
• Business Research Process, Research Proposal and Introducing the Dimensions to the
Problem, Identifying and Defining the Key Research Variables
• Exploratory Research: Secondary Data Research, Expert Survey, Focus Group
Interviews, Case Analysis, Projective Techniques: Word association, Completion task,
Construction task,
Expression Task
• Descriptive Research (Cross Sectional & Longitudinal Studies)
• Causal Research

3. What is Research? Why we need it?
• Research refers to a search for knowledge, facts, truth
• A scientific and systematic investigation to find solutions to a problem.
• Research is a careful and comprehensive investigation of a
phenomenon with an objective of advancing knowledge.
• Specifically it is a careful investigation through search for new facts in
any branch of knowledge.
• Research is a movement from the known to unknown
• To find the hidden truth which has not been discovered
• To find answers to questions systematically
• The systematic, rigorous investigation of a situation or a problem in
order to generate new knowledge or validate existing knowledge.

4. Objectives of Research:
• To gain familiarity with a phenomenon or to achieve new
insights (exploratory).
• To examine the characteristics of a particular individual or
group (descriptive).
• To study the association between the variables (diagnostic).
• To understand the causal relationship between variables
(hypothesis testing).

5. Methods of Research
•Descriptive vs Analytical
•Applied vs Fundamental
•Quantitative vs Qualitative
•Conceptual vs Empirical

6. Business Research
• The business environment is always uncertain and there is a need to
handle this uncertainty by developing a pool of information in a
scientific manner.
• Business researchers systematically collect, compile, analyse, and
interpret data to provide quality information, based on which a
decision maker will be able to take a decision in an optimum manner.
• Eg., Tooth paste company
• Conducting research to deal with any problem is a scientific,
systematic, and interlinked exercise, which requires sound experience
and knowledge.

7. Basic Research
• Basic Research also known as Pure or Fundamental research.
• Pure research is the research concerning principles or laws or
rules.
• Pure Research aims at the achievement of knowledge.
• It is not concerned with the utility or use of the conclusions of
any research work. Besides the research for new principles,
Pure Research verifies the old established principles and laws.
• The purpose of this research is to understand and explain.
• Basic research is more descriptive in nature exploring
what, why and how questions.
• Basic research is generally not related to a specific
problem and its findings cannot be immediately applied.
• Basic research fulfils curiosity.

8. e.g.,
o Big bang theory and climate change.
o A study to discover the components making up human DNA.
o A study related to motivational factors for Indian buyers.
o A study on how alcohol consumption impacts the brain
o A study on the origination of crypto-currency
o A study examining whether a vegetarian diet is healthier than one with
meat.
o A study whether stress levels make people more aggressive.

9. Applied Research:
• Applied Research is concerned with the solution of particular
problems.
• While Pure Research discovers principles and laws, Applied
Research discovers their application in order to solve some social
problems.
• Applied research aims at finding a solution for an immediate
problem facing a society or an industrial/business organization
• So, applied research directly addresses the problem at hand.
• Applied research is organized to address a specific problem and its
findings are immediately applied by the decision maker based on
their feasibility and sustainability.

10. ●A study on how to improve literacy among
Indians
●A study looking for ways to market products
for millennials
●A study trying to decrease fraud on social
media platforms
●A study looking for ways to improve patient
retention at a dentist's office

11. TESTING YOUR APTITUDE
• A study on how to cutdown overhead costs at D-Mart, Rajkot
• A study on how to cutdown overhead costs of transportation.
• A study on new ways to improve products at ABC Ltd.,
• A study on new ways to improve products.
• A study on how to improve hiring in Indian organizations.
• A study on how to improve hiring at Myntra.
• A study on identifying skill gaps at workplace.
• A study on identifying skill gaps at workplace at SAIL

12. TESTING YOUR APTITUDE …
• A study on to promote teacher-student classroom engagement.
• A study on to promote teacher-student classroom engagement at FMS, MU.
• A study on psychological pricing of FMCG products
• A study on psychological pricing on consumer durables of Panasonic
• A study on how children acquire new languages.
• A study on to improve classroom interaction between teachers and students.
• A study on to determine the healing properties of mushrooms.

13. TESTING YOUR APTITUDE …
• A study on to determine the side effects of alcohol
consumption.
• A study on the symptoms of anxiety disorders
• A study on the treatment options for anxiety disorders.
• A study on the ways to improve employees’
productivity at the workplace.

14. Basic research vs. Applied research
✔ Curiosity-driven vs. solution-driven:
• Basic research focuses on the advancement of knowledge, rather than solving a problem. However, applied
research directs its efforts toward finding a solution to a specific problem.
• In applied research, researchers often work to help a client and/or society and/or themselves. Basic research
tends to be self-initiated and caused by an individual's motivation to learn more about an area.
✔ Expand existing knowledge vs. find new knowledge
• Since curiosity motivates researchers to conduct basic research, they look to fill any existing gaps in
information. This type of research seeks to develop knowledge and make predictions. Applied research
focuses on discovering new information. The two often overlap when basic research provides a
foundational understanding to help with applied research.

15. ✔ Theoretical vs. practical nature
• Information found through basic research can help develop theories, whereas information found
through applied research can help solve particular problems. Since applied research helps solve a
problem, it's seen as being a more practical research method. However, basic research can help
researchers develop theories and predictions.
✔ Informational vs. commercial gain
• While basic research helps society learn more about a particular field of study, applied research
tends to have more of a commercial gain. This is because applied research has the potential to
lead to a monetary gain and can help create new products. Often, governments and industries
favor applied research over basic research. Basic research tends to be more popular in fields such
as sociology, biology, astronomy philosophy and theology since it helps explain why certain
instances occur.
✔ Universal scope vs. specific scope
• Basic research tends to be a more universal research method since it applies to a variety of
concepts. However, since applied research focuses on solving one particular problem, it tends to
have a more specific utility. Applied research finds information for a select subject.

17. BUSINESS RESEARCH METHODS: A DECISION MAKING
TOOL IN THE HANDS OF MANAGEMENT
• 1. Problem or opportunity identification
• 2. Diagnosing the problem or opportunity
• 3. Executing business research to explore the
solutions
• 4. Implement presented solutions
• 5. Evaluate the effectiveness of decision making

18. Criteria of good research
● Good research is systematic
● Good research is logical
● Good research is empirical
● Good research is replicable
● Good research should be clearly defined
● Good research report should be presented in need format
● Good research produce factual information

19. Importance of Research in Business Decision Making:
• Helps in understanding their customers’ buying patterns,
preferences, pain points, and gain deeper insights.
• Using effective strategies to understand the demand and supply of
the market.
• In reducing costs, designing solutions and reaching their target
audience.
• Results in less failures
• Constantly innovate to meet customer requirements
• To grow market share and revenue.

20. Scope of Business Research
Scope of Business Research Includes the Following Areas
(i) Production Management: product development, introducing a new
product, product improvement, etc.
(ii) Marketing Management: Choosing size of target market, understand
consumer behavior, life style, and influences of the target market, to set
price policy, selection of channel of distribution, development of sales
strategies, product mix, promotional strategies, etc.
(iii) Financial Management: Portfolio management, distribution of
dividend, capital raising, hedging, etc.
(iv) Materials Management: Choosing the supplier, making negotiation
strategies.
(v) General Management: It contributes greatly in developing the
standards, objectives, long-term goals, and growth strategies.

21. Managerial Value of Business Research
•Identifying the existence of problems
and opportunities
•Diagnosis and Assessment
•Selecting and implementing a course
of action
•Evaluation of the course of action

22. GLOBAL PERSPECTIVE ON RESEARCH
• Research Eco-system

23. Ethics in Business Research:
• Ethics refers to the moral principles that direct
researcher’s behavior while associated with the
research in an organization.
• Business ethics are well directed in terms of do’s
and don’t.
• Business Research ethics are well directed
principles.

24. Ethical principles
• HONESTY,
• OBJECTIVITY,
• LEGALITY,
• SOCIAL RESPONSIBILITY,
• NON-DISCRIMINATION,
• CONFIDENTIALITY,
• RESPONSIBLE PUBLICATION,
• ACCOUNTABILITY,
• INTELLECTUAL PROPERTY,
• OPENNESS,
• TRANSPARENCY,
• CAREFULNESS.

25. Research Ethical Issues
• Copyright: You need permission to use figures and tables from other
published sources.
• Rights To Privacy: A right to privacy means one has the right to refuse
to be interviewed or to refuse to answer any question in an interview
• Confidentiality: Some sponsors wish to undertake research without
revealing themselves. They have a right to several types of
confidentiality including; sponsor non-disclosure, purpose non-
disclosure and findings non-disclosure.
• Right to Quality Research: An important ethical consideration for the
researcher and the sponsor is the sponsor’s right to quality research.

26. Unethical Practices of Researchers
PLAGIARISM: Using other people’s work without acknowledge their
contribution.
FABRICATION AND FALSIFICATION: Fabrication is making up results and
recording or reporting them. Falsification is manipulating or changing
results.
FAULTY DATA GATHERING: If untrained research assistants are used.
POOR DATA STORAGE: Should be available for verification of others.
MISLEADING AUTHORSHIP: People take credit who really make very little
contribution to the study.
BREAKING CONFIDENTIALITY: Researcher should not share respondents
data or company data.

27. Questions for discussions
1. What is the difference between basic and applied research?
2. Define business research and explain its application in managerial decision making.
3. How can you study the business research methods in a systematic manner? Explain
your answer by presenting a roadmap to learn the business research methods?
4. Business research methods are tools for decision making in the hands of a
researcher. Justify the statement.
5. What are the qualities of good research?
6. What ethical considerations are needed for a business researcher?
7. Bring out few unethical issues in business research.
7. What is the scope of business research?

28. BUSINESS RESEARCH
PROCESS DESIGN
Understanding the process of
conducting a business research

30. • Research is all about finding something. All the steps
in research are interrelated and no independent
activity is launched without considering the
decisions on the previous stages.
Discuss:
• Consumer motivation to purchase a refrigerator
• A comparative study on the leading brands
• A research design is the detailed blue print used to
guide a research study towards its objective
• A good research is conducted using 10 steps as
depicted

31. Step 1: Problem or Opportunity Identification
• The process of business research starts with this step.
• The management of the company identifies the
problem or opportunity in the organisation or in the
environment.
• The management may identify the effects of the
problem.
• But, to understand the reasons of the problem, a
systematic search is inevitable.
• This task may be given to a researcher (R&D section or
to an individual) or to a research firm from outside.

32. Step 2: Decision maker and Business researcher Meeting to
Discuss the Problem or Opportunity Dimensions
• Discussion between them results in understanding of the
problem or opportunity and its dimensions.
• Both the researcher and decision maker should also
understand the scope of research.
• Time frame to complete and budgetary expectations will also
be discussed.
• The researcher can only suggest a solution as part of
research findings but actual decision is taken by the decision
maker.

33. Step 3: Defining the Management Problem and subsequently
the Research Problem
• The researcher has to find probable reasons of the problem
in the initial stage to get a direction of the research
programme execution.
• For this s/he needs to audit the problem presented by the
management.
• Thoroughly understand the back ground of the problem
• May take the help of secondary data that is available
• If it is necessary may conduct a pilot study

34. • The researcher has to convert management problem
into research problem
• A management problem is symptomatic for say, want
to offer a psychological pricing to enhance sales
• Researcher has to turn it into causes to generate
information
• For example, to find consumer’s opinion on
psychological pricing and to estimate their purchase
behaviour

35. Step 4: Formal Research Proposal and
Introducing Dimensions to the Problem
• Buying intentions of a particular product

36. Step 4: Formal Research Proposal and
Introducing Dimensions to the Problem
• Research problem is formulated and its inherent components are
addressed.
• Develop a theoretical model after going through literature review and
present her model of measuring various variables/dimensions/factors
of the research problem
• Main variables and moderating variables are identified
• Research hypotheses are constituted
• Mode of testing the hypotheses are framed

37. Step 5: Approaches to Research
• Approaches to research consists of making a suitable
decision regarding research components like types of
research, measurement and scaling, development of
questionnaire, sample size determination, sampling
techniques and data analysis plan

38. • Step 6: Fieldwork and Data
collection
• Secondary data sources
• Survey and Observation
• Experiments
• Step 7: Data preparation and
Data entry
• Need to structure the data
• Has to deal with missing
data
• Feed into a computer
spreadsheet

39. • Step 8: Performing Data Analysis
• Univariate Statistical Analysis
• Bivariate Statistical Analysis
• Multivariate Statistical Analysis
• Step 9: Interpretation of Result and Presentation of
Findings
• Need to interpret statistical result and present non-statistical findings
• Meaningful interpretation of the result is an important aspect of research
• Step 10: Management Decision and Its Implementation
• Findings are conveyed to the decision maker
• Decision maker analyses the findings and takes an appropriate decision

40. Formal Research Proposal
• A research proposal describes what you will investigate, why it’s important,
and how you will do the research.
• The format of a research proposal varies between fields, but most proposals should
contain at least the following elements:
(1) Title
Research title is a short definition of the whole study which includes all important
keywords. This is just a tentative title for your intended research. You will be allowed
to revise your title during the course of your research after approval.
(2) Abstract
Abstract is the compact version of the your proposal. It should explain the whole study
proposal briefly but effectively within few sentences.
(3) Introduction
Introduce your topic, state your problem statement and the questions your research
aims to answer. You should introduce all dimensions of the problem. Identify all the
keywords and define them.

41. (4) Literature Review
It’s important to show that you are familiar with the most important
research on your topic. A strong literature review indicates that you have in-
depth knowledge about the research topic and have solid foundation in
existing study. It also shows that you’re not simply repeating what other
people have already done or said.
(5) Research Methodology
The proposal should outline your research methods, explaining how you are
going to conduct your research. You should present further planning of the
research. You should mention which sampling technique and what sample
size will be used, how data will be collected, what tools are required, which
statistical techniques can be applied for analysis.
(6) References/Bibliography
Sources of data the researcher explored to understand the basis for the
research. (Such as, internal sources, published works in the field, etc.)

42. TYPES OF RESEARCH

43. Exploratory Research
• Exploratory research is defined as a research used to
investigate a problem which is not clearly defined.
• A researcher starts with a general idea and uses this research
as a medium to identify issues, that can be the focus for future
research.
• Referred to as grounded theory approach or interpretive
research as it used to answer questions like what, why and
how.
• For example: Consider a scenario where a juice bar owner feels
that increasing the variety of juices will enable increase in
customers, however he is not sure and needs more information.
The owner intends to carry out an exploratory research to find
out and hence decides to do an exploratory research to find out
if expanding their juices selection will enable him to get more
customers of if there is a better idea.

44. Uses of Exploratory Research
•Gain familiarity with a problem
•Identifying key research variables
•Develop testable hypotheses
•Clarify concepts
•Determine priorities for future
research

45. Types of Exploratory Research
•Secondary Data Analysis
•Expert Survey
•Focus Group Interviews
•Depth Interview
•Case Analysis
•Projective Techniques

46. Projective Techniques
•Word Association
•Completion task
•Construction Task
•Expressive task

47. WORD ASSOCIATION TEST (WAT)
• In market research, word association is a method of testing
respondents' opinions and perceptions by giving them a word or
phrase and requesting that they respond with the first word that
comes in to their head when they hear or see it.
• This response can be in the form of a complete sentence, phrase, or
group of words.
• For example, if a researcher asked participants what words came to
mind when they thought of a particular brand of toothpaste, they
might get responses such as “fresh”, “clean”, “minty”, or
“whitening”. Marketers could then use these responses to create
campaigns that emphasize these attributes.

48. COMPLETION TASK
• In this the respondents are asked to complete an incomplete
sentence or story. The completion will reflect their attitude and state
of mind.

49. CONSTRUCTION TASK
• Participants are given a picture and ask them to think and write a
story on it.
• For example, a picture of a cartoon is given to kids and they are asked
to fill in dialogues. Using this technique, you can interpret how they
expect from a certain product.
• You can use this technique if you want to know about kids’ preference
for the flavor of an energy drink.

50. EXPRESSIVE TASK
• This is a fun and effective projective technique to get to know about
the views of the participants.
• In this technique, the participant is asked to play the role of either a
very good customer service or a very bad customer service. While
one participant will enact their experience and other participants
should be asked to respond or react to the role play.

51. DISADVANTAGES OF PROJECTIVE TECHNIQUES
1.Highly trained interviewers and skilled interpreters are
needed.
2.Interpreters bias can be there.
3.It is a costly method.
4.The respondent selected may not be representative of the
entire population.

52. DESCRIPTIVE RESEARCH
• Suppose an apparel brand wants to understand the fashion
purchasing trends among Ahmedabad buyers, then it must conduct a
demographic survey of the specific region, gather population data,
and then conduct descriptive research on this demographic segment.
• The study will then uncover details on “what is the purchasing pattern
of Ahmedabad buyers,” but will not cover any investigative
information about “why” the patterns exist. Because for the apparel
brand trying to break into this market, understanding the nature of
their market is the study’s main goal.
• Descriptive research is a research method describing the
characteristics of the population or phenomenon studied.

53. Applications of Descriptive Research
• Define respondent characteristics
• Measure data trends
• Conduct comparisons
• Validate existing conditions
• Conduct research at different times
Two Variants of Descriptive Studies
• Cross-sectional studies
• Longitudinal Studies

54. Cross-sectional studies
• Cross sectional studies provide a snapshot of a population or society
at a specific moment/time.
• It is a type of observational study in which a researcher collects data
from many different individuals at a specific point in time.
• Researchers can use these studies to analyse several characteristics,
such as income, gender, age, at once.
• They can provide information about what is currently happening in
the population.

55. Pros and Cons of Cross Sectional Studies
• Pros
• Allows researchers to gather information very quickly
• Does not take much time
• Multiple variables can be observed at once
• A helping hand to further study
• Cons
• Cannot determine cause-and-effect relationships
• Cannot observe development over a period of time

56. Longitudinal Studies
• A longitudinal study involves repeatedly examining the same
subjects to detect changes that may occur over a period of time.
• This time period may be as short as a few weeks or as long as
several decades.
• This is a type of observational research where the researcher does
not interfere with the subjects.
• Since the research extends beyond a single moment in time, the
researcher can identify changes or developments in the target
population, at both group and individual levels, and establish
sequences of events.

57. Pros and Cons of Longitudinal Studies
Pros
• Provide unique insights which cannot be obtained in any
other way
• Useful in observing phenomena related to development
and lifespan
• Helps to establish a sequence of events
• Can also be done with a few participants
Cons
• Tends to be expensive and time-consuming

58. Similarities Between Longitudinal and Cross
Sectional Study
• Both longitudinal studies and cross sectional studies are
observational research studies.
• Moreover, in both studies, the researcher does not interfere
with the subjects.

59. Longitudinal vs Cross Sectional Study

60. Causal Study
• Causal research, also known as explanatory research.
• It identifies the extent and nature of cause-and-effect relationships
between two or more variables.
• Determining the impact of changes in products, features, or services
process.
• Some examples:
• How does rebranding of a product influence intent to purchase?
• How would expansion to a new market segment affect projected
sales?
• What would be the impact of a price increase or decrease on
customer loyalty?

61. Causal Study
• It enables researchers to predict hypothetical occurrences
and outcomes.
• A researchers can immediately see how variables affect
each other and under what circumstances.
• For example,
• Understanding how certain training variables improve
employees.
• Examining which variations in wording make potential
customers more interested in buying a product
• Testing a market’s response to a brand-new line of products
and/or services

62. Exploratory vs Descriptive vs Causal Research
Parameters Exploratory Research Descriptive Research Causal Research
Research
objective
Is conducted to understand problem
background, identify variables, and
develop an understanding about the
problem and situation
Is conducted to
describe the business
or market
characteristics
Is designed to understand
the cause-and-effect
relationship between
variables
Problem Clarifying problem and its components
Problem is clearly
defined
Problem is clearly defined
Structure Unstructured Structured Structured
Method
Secondary data analysis, expert survey,
focus group interviews, case analysis,
and projective techniques
Survey and
observation
Experiments
Research
Findings
Inconclusive Conclusive Conclusive

63. Questions for Discussion
• What are the steps in business research process design?
• What is the difference between a management problem and a
research problem?
• What are the different types of research?
• For what purpose exploratory research is used?
• What are the uses of main variables and moderating variables in
conducting a research?
• What are the different methods in conducting an exploratory
research?
• What is focus group interview? Explain the advantages and
disadvantages of focus group interviews.

64. Questions for Discussion
• What is depth interview? Explain the advantages and disadvantages
of depth interviews.
• What is the importance of case analysis in understanding and
exploring a research problem?
• What are projective techniques?
• Explain different types of projective techniques.
• Explain the advantages and disadvantages of projective techniques.
• What is descriptive research and when do researchers conduct it.
• Distinguish between cross-sectional and longitudinal studies.
• What is cause and effect in a causal research?
• Compare exploratory, descriptive and causal research.

65. Successfully completed Module 1