This document provides an overview of research methodology. It defines research as the systematic investigation into and study of materials to establish facts and reach new conclusions. Research has certain key characteristics including being guided by a specific problem or question, following a plan or procedure, and requiring the collection and interpretation of data. There are different types of research categorized by their application, objectives, and mode of inquiry. Pure research aims to expand knowledge without looking for long-term benefits, while applied research is undertaken to solve practical problems. Descriptive research provides an accurate portrayal of a situation or group, while explanatory research looks at relationships between variables. Structured research uses objective designs and questionnaires, while unstructured research focuses on interpretation.

1. R E S E A R C H M E T H O D O L O G Y
LECTURE # 1:
Introduction by
Muhammad Salman Jamil

2. Research: An integral part of your
practice
“The systematic investigation into and study of
materials, sources, etc., in order to establish facts
and reach new conclusions” Oxford English
dictionary
“A process of finding out information and
investigating the unknown to solve a problem”
Maylor and Blackmon (2005)
“Something that people undertake in order to find
out things in a systematic way, thereby
increasing their knowledge” Saunders et al
(2007, p.5)
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3. Definition of Research
 According to Grinnell in 1993 it is composed of two-
syllable word Re & Search that describe careful,
systematic, patient study, investigation for facts or
principles.
 It is structured enquiry that utilizes acceptable
scientific methodology to solve problems & create
knowledge that is generally applicable.
 According to Lundberg in 1942 it draws parallel
between social process and scientific process in our
daily life. According to writer it includes systematic
observations, classification and interpretation of
data.
 According to Burns in 1997 it’s a systematic
investigations to find answers of problem.
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4. Business Research
 Business research is defined as the systematic and objective process
of generating information for aid in making business decisions.
 Research isn’t information gathering:
 Gathering information from resources such as books or
magazines isn’t research.
 No contribution to new knowledge.
 Research isn’t the transportation of facts:
 Merely transporting facts from one resource to another doesn’t
constitute research.
 No contribution to new knowledge although this might make
existing knowledge more accessible.
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5. Research
Characteristics
 Originates with a question or problem.
 Requires clear articulation of a goal.
 Follows a specific plan or procedure.
 Often divides main problem into sub
problems.
 Guided by specific problem, question, or
hypothesis.
 Accepts certain critical assumptions.
 Requires collection and interpretation of
data.
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6. Evidence-based practice
 Conscientious use of current best evidence to make
decisions a particular problem, it gives suitability to
client & acceptance level.
 A problem-solving approach is applied to normal
basic problem
 It encourage the professionals and decision maker
to use evidence in presence of professional
judgement.
 Based on:
1. Systematic search for and appraisal of most
relevant evidence to answer questions
2. It relates to someone’s experience and expertise
3. Customer preference and values
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7. Application of Research
 There are lots of business sectors where research are
utilize normally researchers are used Applied Research.
 Although different businesses have different methods but
methodology based on its application related to
profession.
 It needs to examine under what category pure research
falls but things that considered are validity, research
methods & procedures.
 Below mentioned are four different perspectives are:
a) Service Provider
b) Service Administrator, Manager or Planner
c) Service Consumer
d) Professional
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8. What does Research
means ?
 The research normally means to evaluate your
objectives so the process that are designed are:
a) Framework of set of Philosophies
b) Procedures, Methods & Techniques tested for
validity & reliability
c) Designed to be unbiased & objective
 There are different paradigm designed for
different approaches like positivist, interpretive
etc. but considering the validity related to
research.
 There are some other variables such as
Reliability (quality of procedures) & Un-biasness
so that personal interest not affected.
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10. The Research Process:
Characteristics & Requirement
• The research process in collection, analyzing, interpreting
information of objective.
• It is observe certain processes and characteristics such as
Controlled, Rigorous, Systematic, Valid, Verifiable,
Empirical & Critical.
• Controlled: There are numerous factors are involved but
mainly it depends on 1-1 relationship but formed complex
environment. There is need to closely study cause-and-
effect relationship but linkage is quite essential.
• Rigorous: It needs to adopt the procedures that right
under the situation under condition of relevancy,
appropriateness & Justification. The degree depends upon
situation of these variables.
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11.  Systematic: The procedure applied under this condition
depends upon investigation for logical sequence. There is
no chance for taking haphazard decision.
 Valid & Verifiable: This concept based on facts / findings
that is verifiable under given conditions & helps in driving
conclusion.
 Empirical: This relates to real life experiences /
observations but mainly conclusion derived upon
evidences or information provided.
 Critical: This relates under crucial research enquiry &
there is need to have critical scrutiny of procedures. The
outcome of investigation excluding foolproof or drawbacks
etc. The adopted procedures must have critical scrutiny.
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13. Type of Research
 There are multiple perspective arises and form
different categories
a) Application of findings of research study
b) Objective of the study
c) Mode of enquiry used in conducting the study
 In Application perspective it is classified into two
broad categories are:
a) Pure Research
b) Applied Research
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14. Pure Research – Application
Perspective
 Attempts to expand the limits of knowledge.
 Not directly involved in the solution to a pragmatic problem.
 To test theory or to discover more about a concept.
Examples:
 Is executive success correlated with high need for achievement?
 Are members of highly cohesive work groups more satisfied than
members of less cohesive work groups?
 Do consumers experience cognitive dissonance in low-
involvement situations?
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15. Applied Research – Application
Perspective
 Conducted when a decision must be made about a
specific real-life problem.
Examples
 Should McDonalds add Italian pasta dinners to its
menu?
 Business research told McDonald’s it should not?
 Should Procter & Gamble add a high-priced home
teeth bleaching kit to its product line?
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16. Summarizing
Pure Research VS Applied Research
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Pure Research Applied Research
It is experimental and
theoretical work undertaken
to acquire new knowledge
without looking for long-term
benefits other than the
advancement of knowledge.
It is undertaken to solve
practical problems rather than
to acquire knowledge for
knowledge sake.
Key Characteristics:
Focuses on generating
fundamental knowledge
Key Characteristics:
Focuses on real-world
questions and applications

17. Objective Perspective
 The objective perspective of research
depends broadly on below broad
categories
a) Descriptive Study
b) Correlation Study
c) Explanatory Study
d) Exploratory Study
e) Feasibility Study
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18. Descriptive Study – Objective
Perspective
 Descriptive research refers to research that provides an
accurate portrayal of characteristics of a particular individual,
situation, or group. Descriptive research, also known
as statistical research.
 These studies are a means of discovering new meaning,
describing what exists, determining the frequency with which
something occurs, and categorizing information.
 In short descriptive research deals with everything that can
be counted and studied, which has an impact of the lives
of the people it deals with.
 For Example: Finding the most frequent disease that
affects the children of a town. The reader of the research
will know what to do to prevent that disease thus, more
people will live a healthy life.
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19. Correlation Study – Objective
Perspective
 Advantages:
 Can collect much information from many subjects at
one time.
 Can study a wide range of variables and their
interrelations.
 Study variables that are not easily produced in the
laboratory.
 Disadvantages:
 Correlation does not indicate causation( cause and
effect).
 Problems with self-report method .
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20. Explanatory / Feasibility Study –
Objective Perspective
 Explanatory Study is based on a particular situation but there is
need of relationship between two aspects. In this type multiple
attempts are made to describe particular situation.
For Example:
a) Why stressful living results in heart attacks ?
b) Why a decline in mortality is followed by fertility decline ?
c) How the home environment ?
 Feasibility Study is carried out when researcher wants to
explore something because he/she has little knowledge about
the subject. Even if the small study carrier out detailed
investigations. On the basis of these investigation it carried out
full study through measurement tools / procedures.
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21. Exploratory Study – Objective
Perspective
 It’s a type of research conducted for a problem that has not been
clearly defined. It helps determine the best research design, data
collection method and selection of subjects.
 The results of exploratory research are not usually useful for
decision-making by themselves, but they can provide significant
insight into a given situation. It’s not typically generalizable to
the population at large.
 Sometimes it can be quite informal, relying on secondary
research such as reviewing available literature and/or data,
or qualitative approaches such as informal discussions with
consumers, employees, management or competitors, and more
formal approaches through in-depth interviews, focus groups,
projective methods, case studies or pilot studies.
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22. Mode of Enquiry perspective
 This type of research includes two approaches of enquiry
are:
a) Structured Approach
b) Un-Structured Approach
 Structured approach includes objective, design, sample &
questionnaire ask from respondent. It is considered as
more appropriate towards resolution of problem. It is
usually considered as Quantitative research mode.
 Un-Structured approach also termed as Qualitative
Research it is form of social inquiry that focuses on the
way people interpret and make sense of their experiences
and the world in which they live.
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23. Qualitative verses Quantitative
Research Comparison
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24. Paradigms of Research
Research paradigm based on Qualitative approach based
on identify three primary types of research:
 Exploratory
 Descriptive
 Explanatory
When researchers talk about different approaches to
research, they talk about “paradigms.” A paradigm is a
“worldview” or a set of assumptions about how things
work.
Rossman & Rollis define paradigm as “shared
understandings of reality”. Quantitative and qualitative
research methods involve very different assumptions about
how research should be conducted and the role of the
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25.  The paradigm of research is divided into 2 main categories are :
a) Paradigm of social sciences have systematic, scientific or
positivist approach.
b) The opposite side of paradigm are qualitative, ethnographic,
ecological & naturalistic approach.
Rossman & Rollis identify 4 different paradigms – but the two
primary paradigms are:
 Positivism – associated with quantitative research involves
hypothesis testing to obtain “objective” truth. It also used to
forecasting as well. Critical realism is a subtype of positivism that
incorporates some value assumptions on the part of the
researcher. Researchers primarily rely on quantitative data to do
this approach.
 Interpretivism –associated with qualitative research. It is based
on individual perspective & Critical Humanism is a subtype of
the Interpretive paradigm. The critical humanism approach is one
in which the researcher involves people studied in the research
process. Data is used for social change.
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