Research Methodology For AEP Chương trình ĐT Marketing và Tài chính Research Methodology For AEP Assoc. Prof. Dr. Nguyen Thi Tuyet Mai Công ty Piacom - Viện Quản trị Kinh doanh

Key Objectives Understand the importance of doing research Understand the main steps in the research process Understand the main content of a research report

Why doing research? ?

The Purpose of Research To review and synthesize existing knowledge To investigate some existing situation or problem To provide solutions to a problem To explore and analyze more general issues To explain a new phenomenon To generate new knowledge A combination of the above …

The Research Process

Steps in the Research Process Identify research topic 1 Define R. problem & objectives 2 Determine how to conduct research 3 Collect research data 4 Analyze and interpret research data 5 Write and present research results 6

Identifying a Research Topic/ Defining a Research Problem Topic (general area of interest) needs to be narrowed down to a specific issue/problem Sources of research topics/problems: Personal experience Information provided by practitioners Media (general & business/professional) Personal reading of the literature Views of previous researchers …

Issues Relevant to Determining a Good Research Topic Researcher’s ability/interest Value/scope of the research Does it address a theoretical problem or a problem in the realm of practice? Is it “re-inventing the wheel” (i.e., are you sure that it requires primary research and not just good information retrieval) Access to required data Time required Financial support

Define the problem “ a problem well defined is half-solved” If we try to find best solutions for a not correct problem what happens???

Establish Research Objectives What information is needed to solve the problem? Problem

Identifying a research problem Specific issues should be considered The availability of data Knowledge gaps Time and cost constraints Stating the research problem: My research project is about…. Evaluation of debit card services at Bank X

Determining the objectives of the research What the objectives or aims of the research will be? E.g., This research project aims to achieve the following objectives. To understand… To identify … To evaluate… …

Steps in the Research Process Identify research topic 1 Define R problem & objectives 2 Determine how to conduct research (theories & design) 3 Collect research data 4 Analyze and interpret research data 5 Write and present research results 6

Theoretical Background Which theories/concepts/models should be used to frame the research project? Example of theories and models in business: Motivation theories Service quality & customer satisfaction (in banking industry) Branding theory Hofstede’s (1980) cultural dimensions ... How about in the fields of marketing, accounting. finance & banking field?

Steps in the Research Process Identify research topic 1 Define R problem & objectives 2 Determine how to conduct research (theories & design) 3 Collect research data 4 Analyze and interpret research data 5 Write and present research results 6

Determine Research Design Research types by increasing level of sophistication Exploratory Research Descriptive Research Analytical/explanatory Research Predictive Research (Causal Research)

Identify Information Types and Sources Secondary Data Primary Data

Determine Methods of Accessing Data Accessing Secondary Data: Internal one: company records,... External one: library, CD- Rom,... Accessing Primary Data: Observation, focus group, in-depth interview Surveys

Research Methods Quantitative methods Qualitative methods Mô hình KT lượng Experiment Survey Focus groups In-depth interviews Projective Observation

Qualitative Methods In-depth interview When to use? Key concerns?

Focus group

Quantitative Methods: Survey Key issues: Questionnaire design Sampling method and sample size Data collection methods

Steps in the Research Process Identify research topic 1 Define R. problem & objectives 2 Determine how to conduct research 3 Collect research data 4 Analyze and interpret research data 5 Write and present research results 6

Collect Data

Discussion Key concerns when collecting data in Vietnam: Solutions? Secondary data Primary data Solutions?

Steps in the Research Process Identify research topic 1 Define R. problem & objectives 2 Determine how to conduct research 3 Collect research data 4 Analyze and interpret research data 5 Write and present thesis/project report 6

Analyze the Data Coding Entering the Data in to the computer Analyzing Data

Steps in the Research Process Identify research topic 1 Define R. problem & objectives 2 Determine how to conduct research 3 Collect research data 4 Analyze and interpret research data 5 Write and present research results 6

Write and Present the Research Result Prepare the final written Report Present the Research Report

Writing the Research Report

Suggested report structure Table of Contents Include key headings Give page numbers for every section Be sure it looks professional It’s where evaluators often look at! What can you see from the Table of Content?

Suggested report structure Acknowledgements This is where you “thank” the people who helped you -- your sponsor, your supervisors, your family/supporters Be generous! It is OK to thank many people for helping you get through the project

Suggested report structure Executive Summary Should be 2-3 pages maximum Should include ALL the key parts of the reports: Objectives of the project Theoretical background Research Methods Results Recommendations It may be the only part that some people read!

Suggested report structure Chapter I: Introduction Provides the background on why the project was important to do Also provides the objectives for the project The project has three objectives: to examine the market for ..... to assess costs and benefits of ..... to evaluate debit card services of....

Suggested report structure Chapter 2: Theoretical Background Explain key theories/concepts/models used in your research as theoretical background Do not ‘copy’ and ‘paste’ from textbooks! Provide citations when appropriate

Suggested report structure Chapter 3: Research Methodology Types of information that you needed Ways you collected information Secondary sources (reports, other data) Primary sources (surveys, interviews, etc ...) Description of data Sample, response rates How you analyzed the information Statistics, creating tables

Suggested report structure Chapter 4: Results What you found from your investigation The results should refer back to each objective The findings from the investigation relate to each of the objectives, stated below: Objective 1: to determine the costs and benefits ... The information showed that ....

Suggested report structure Chapter 5: Conclusions & Recommendations Conclusions (if appropriate) Summarize the findings Recommendations what actions should/could the Co./organization take justification for the recommendations: link to the findings

Suggested report structure References Pay attention to the format required

Suggested report structure Appendices Appendix A: Forms for collecting data surveys and interview questions Appendix B: Data analysis done Appendix C: Tables Appendix D: Figures and Graphs Appendix E: Other supporting materials

What is a Good Report?

Final Report: GOOD & NOT GOOD POINTS Cover the main issues in sufficient depth and detail Provide well-structured report Provide arguments & evidence Provide sources of information (in text and in reference list) Well written & good layout Not good Concept misunderstanding (e.g., quanti. vs. quali. aspect) Be poorly structured (e.g. lack intro. and/or conclusion; unclear transition), no focus Lack evidence Lack sources of information Writing style: use of one- sentence paragraph, ‘copied’ tables Spelling and grammar mistakes Inconsistency in format

Steps in the Research Process Identify research topic 1 Define research problem 2 Determine how to conduct research 3 Collect research data 4 Analyze and interpret research data 5 Write and present research results 6

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