Research Methods

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What about this Course?

What can I do with this Course? ContentArea Researchable Questions ResearchDesign MeasurementMethods Sampling DataCollection StatisticalAnalysisReportWriting ?

Learning Traits in this Course PRACTICE PRACTICE what you learn, not just memorise (you’ll get lots of practice in this course) Question the question Talk with many people Break the problem into smaller pieces Dare to be silly

Course Expectations Listen intelligently Assess information critically Question the question Dare to be silly Simplify, simplify Participate, participate, participate

What is Research? Consider this story: A letter was written by someone who had just moved with her two cats from the city to a house in the country. In the city she had not let her cats outside and felt guilty about confining them. When they arrived in the country, she threw her back door open. Her two cats cautiously went to the door and looked outside for a while, then returned to the living room and lay down. Her conclusion was that people shouldn’t feel guilty about keeping their cats indoors – that even when they have the chance, cats don’t really want to play outside. Question: What is this person error in reasoning? Question: What is this person error in reasoning?

You are camping and you go to turn on your flashlight and it doesn’t work. So what is wrong with it?

What is Research? “…the systematic process of collecting and analyzing information (data) in order to increase our understanding of the phenomenon about which we are concerned or interested.” (Source: Leedy P. D. and Ormrod J. E., Practical Research: Planning and Design, 7th Edition. 2001)

What is Research? Research is simply the process of thoroughly studying and analysing the situational factors surrounding a problem in order to seek out solutions to it.  Research is empirical  Research should be systematic  Research should be valid  Research should be reliable  Research can take on a variety of forms READ and SEARCH  Research → READ and SEARCH

What is NOT Research? Research isn’t information gathering:  Gathering information from resources such 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.

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 subproblems. Guided by specific problem, question, or hypothesis. Accepts certain critical assumptions. Requires collection and interpretation of data. Cyclical (helical) in nature.

Deductive Reasoning A.k.a., Logic.  In deductive reasoning, thinking proceeds from general assumption to specific application  GENERAL  SPECIFIC  Aristotle and other early philosophers Drawing conclusions through categorical syllogism. All philosophers are moral. Socrates is a philosopher. Therefore, Socrates is moral. Resistance training makes one big and bulky by increasing body mass. Sandi is resistance training. Therefore, Sandi will become big and bulky.  Not sufficient as a source of new truth

Inductive Reasoning Conclusions about events (general) are based on information generated through many individual and direct observations (specific).  SPECIFIC  GENERAL  Researchers observe an individual or group of individuals from a larger population  based on these observations, generalizations are made back to the larger population.

Deductive vs. Inductive Reasoning Deductive:  Every mammal has lungs. All rabbits are mammals. Therefore, every rabbit has lungs. Inductive:  Every rabbit that has been observed has lungs. Therefore, every rabbit has lungs.

Insert figure 2.1 Deductive and Inductive Reasoning

Scientific Methods in Research Systematic; cyclic; series of logical steps.  Identifying the problem  Formulating a hypothesis  Developing the research plan  Collecting and analyzing the data  Interpreting results and forming conclusions

Scientific Methods in Research Purposiveness Rigour Testability Replicability Accuracy Objectivity Generalisability Parsimony

Is sufficient time available before a managerial decision must be made? Is the infor- mation already on hand inadequate for making the decision? Is the decision of considerable strategic or tactical importance? Does the value of the research information exceed the cost of conducting research? Conducting Research Do Not Conduct Research Time Constraints Availability of Data Nature of the Decision Benefits vs. Costs Yes No Determining When to Conduct Research

Insert figure 2.2 Research Process

Copyright © 2003 John Wiley & Sons, Inc. Sekaran/RESEARCH 4E

Research Method Framework → Quantitative and Qualitative Research (Source: Ruth

Topics Covered Research Operationalization, Research Design and Scientific Process Different Research Methods and Research Ethics Quantitative versus Qualitative Research What is Qualitative Research?  Orientations to Qualitative Research (Types)  Common Techniques Used In Qualitative Research  Observation Methods  What to do with Qualitative Data

Topics Covered Primary and Secondary Data Research in a Digital Age Measurement and Scaling of Variables  Attitude Measurement  Conceptual Definition vs Operational Definition  Scaling, Reliability and Validity Survey Research  Questionnaire Design and Development  Role Play: Interviews Using A Questionnaire  Role Play: Focused Group Discussion Using Guide Questions

Topics Covered Sampling Design and Sampling Procedures How to use SPSS?  Editing and Coding: Transforming Raw Data into Information (SPSS)  Interpretation of Data (SPSS and Qualitative Output Basic Data Analysis  Descriptive vs. Inferential Information  Univariate, Bivariate and Multivariate Analysis Presenting Insights and Findings: Written and Oral Reports  Research Work Plan: Budget, Timetable, Collaboration, etc