Research Methodology

Refers to search for knowledge. Research is an academic activity.

Research Never Stops The wheel of research 1- 3

Zikmund (1997) 1.Defining the problem 2.Planning a research design 3.Planning a sample 4.Gathering the data 5.Processing and analyzing the data 6.Formulating conclusions and preparing the report Research Process 1- 4

The cyclic nature of the research process It starts with a problem and ends in a tentative empirical generalization. The cyclic process continues indefinitely, reflecting the progress of a scientific discipline 1- 5

Defining Research Problem and objectives It is important to define research problem appropriately because it serves as a guideline to the researcher for conducting the rest of research project 1- 6

Step 2: Developing the Research Plan The research plan is a written document that outlines the type of problem, objectives, data needed, and the usefulness of the results. –Data sources –Research approach –Research instruments –Sampling plan –Contact methods 1- 7

Data Sources Primary Secondary 1- 8

Primary Vs. Secondary Data Primary data are originated by a researcher for the specific purpose of addressing the problem at hand. The collection of primary data involves all six steps of the research process. Secondary data are data that have already been collected for purposes other than the problem at hand. These data can be located quickly and inexpensively. 1- 9

Comparison of Primary & Secondary Data Primary DataSecondary Data Collection purposeFor the problem at hand For other problems Collection processVery involved Rapid & easy Collection costHigh Relatively low Collection timeLong Short 1- 10

Primary Data Sources Observation research using people or machines –Discovers behavior but not motivations. Survey research –Effective for descriptive information. Experimental research –Investigates cause and effect relationships

A Classification of Secondary Data Secondary Data Ready to Use Requires Further Processing Published Materials Computerized Databases Syndicated Services InternalExternal 1- 12

Research Approaches Observation Focus groups Surveys Behavioral data Experiments 1- 13

Research Instruments Questionnaires Include open-ended and closed- ended questions Phrasing and question order are key Mechanical instruments Scanners Eye cameras 1- 14

Sampling Plan Sampling unit: Who is to be surveyed? Sample size: How many people should be surveyed? Sampling procedure: How should the respondents be chosen? 1- 15

Types of Samples Probability Simple Random Stratified Random Cluster Non-probability Convenience Judgment Quota 1- 16

Contact Methods Mail questionnaire Telephone interview Personal interview Online interview 1- 17

Step 3: Collect the Data –Some respondents will not be at home and must be contacted again and again. –Other respondents will refuse to cooperate. –Others will give biased or dishonest answers. –Some interviewers will be biased or dishonest 1- 18

Step 4: Analyze the Data Qualitative Analysis Quantitative Analysis 1- 19

Identifying a Topic A research topic focuses and provides structure for the steps in the scientific and disciplined inquiry approach 1- 20

Identifying a Topic Three main sources of sources of topics –Theory – an organized body of concepts, generalizations and principles that can be subjected to investigation Provides conceptually rich topics Provides confirmation of some aspects of theory –Personal experience –Replication 1- 21

Selecting A Research Topic Three ways for getting a topic Someone assigns a topic to you Someone gives you some guidelines for choosing a topic You are given the freedom to select the topic 1- 22

Identifying a Topic Narrowing and focusing topics –Three problems with broad topics Enlarges the scope of the review beyond reason Complicates the organization of the review itself Creates studies that are too general, difficult to carry out, and difficult to interpret 1- 23

Identifying a Topic Suggestions for focusing topics –Talk to experts in the field –Read sources that provide overviews 1- 24

Selecting topic steps Select a topic that interests you Read through background information Start making a list of key words Write out your topic as a statement and select the main concepts Start making a list of words to describe your topic 1- 25

Variable Variable Is a term ascribed to the characteristic being investigated, and can take any value in a reasonable range. For example, blood group, blood pressure, age of patients being studied. Independent variable The variable which is assumed to determine the values of the dependent (response) variable. For example, blood pressure could be deemed to respond to changes in age. Dependent variable The variable which is assumed to respond to the values of the independent (explanatory) variable. For example, blood pressure could be deemed to respond to changes in age.

Unit of Analysis Units of analysis are the persons, things, or events under study--the entities that we want to say something about. Frequently, the appropriate units of analysis are easy to select.