1. Slide 2.1 Saunders, Lewis and Thornhill, Research Methods for Business Students, 5 th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009 + Ch2: Formulating and Clarifying the Research Topic

2. Slide 2.2 Saunders, Lewis and Thornhill, Research Methods for Business Students, 5 th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009 + Learning outcomes By the end of this chapter you should be able to: Generate ideas that will help in the choice of a suitable research topic; Identify the attributes of a good research topic; Turn research ideas into a research project that has clear research question (s) and objectives; Draft a research proposal

3. Slide 2.3 Saunders, Lewis and Thornhill, Research Methods for Business Students, 5 th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009 + Alice in wonderland: Alice: Will you tell me, please, which way I ought to walk from here? The Cheshire Cat: That depends a good deal on where you want to go Alice: I don’t much care where The Cheshire Cat: Then it doesn’t matter which way you will walk! (Alice’s Adventure in the Wonderland)

4. Slide 2.4 Saunders, Lewis and Thornhill, Research Methods for Business Students, 5 th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009 Relationship Among the Stages in the Research Process Formulate Problem Design Data Collection Method and Forms Determine Research Design Design Sample and Collect Data Analyze and Interpret the Data Prepare the Research Report

5. Slide 2.5 Saunders, Lewis and Thornhill, Research Methods for Business Students, 5 th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009 Questions That Need Addressing at the Various Stages of the Research Process Typical QuestionsStage in the Process Formulate problem Determine research design What is the purpose of the study--to solve a problem? Identify an opportunity? Is additional background information necessary? What information is needed to make the decision? How will the information be utilized? Should research be conducted? How much is already known? Can a hypothesis be formulated? What types of questions need to be answered? What type of study will best address the research questions? Can existing data be used to advantage? What is to be measured? How? What is the source of the data? Can objective answers be obtained by asking people? How should people be questioned? Should the questionnaires be administered in person, over the phone, or through the mail? Should electronic or mechanical means be used to make the observations? What specific behaviors should the observers record? Should structure or unstructured items be used to collect the data? Should the purpose of the study be made known to the respondents? Should rating scales be used in the questionnaire? Determine data collection method and forms

6. Slide 2.6 Saunders, Lewis and Thornhill, Research Methods for Business Students, 5 th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009 Design sample and collect the data Analyze and interpret the data Prepare the research report Who is the target population? Is a list of population elements available? Is a sample necessary? Is a probability sample desirable? How large should the sample be? How should the sample be selected? Who will gather the data? How long will the data gathering take? How much supervision is needed? What operational procedures will be followed? What methods will be used to ensure the quality of the data collected? Who will handle the editing of the data? How will the data be coded? Who will supervise the coding? Will computer or hand tabulation be utilized? What tabulations are called for? What analysis techniques will be used? Who will read the report? What is their technical level of sophistication? Are managerial recommendations called for? What will be the format of the written report? Is an oral report necessary? How should the oral report be structured? Questions That Need Addressing at the Various Stages of the Research Process Typical QuestionsStage in the Process

7. Slide 2.7 Saunders, Lewis and Thornhill, Research Methods for Business Students, 5 th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009 + General Project Proposal Project Title: Research on Your Consumers by bidding Marketing Research Firm Time and Personnel Provide time estimates for each phase of the research Specify personnel required & rates of pay Calculate nonpersonnel costs Purpose of Research Project State goals and objectives Describe scope of project Spell out specific questions to be answered Address possible limitations due to time or budget constraints Data Sources & Methodology Describe the secondary data to be used Describe primary data to be gathered Keep methods descriptions nontechnical Describe sample and proposed size Include draft of questionnaire or focus group moderator outline Marketing Problem Brief description of general problem; reason for conducting research Sum up preliminary discussions between researcher and manager; demonstrate knowledge of situation & particular information needs

8. Slide 2.8 Saunders, Lewis and Thornhill, Research Methods for Business Students, 5 th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009 + Formulating and clarifying your research topic The important steps Identifying the attributes of a good research topic Generating ideas that help you select a suitable topic Turning ideas into clear research questions and objectives Writing your research proposal

9. Slide 2.9 Saunders, Lewis and Thornhill, Research Methods for Business Students, 5 th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009 + Attributes of a good research topic (1) Capability: is it feasible? Are you fascinated by the topic? Do you have the necessary research skills? Can you complete the project in the time available? Will the research still be current when you finish? Do you have sufficient financial and other resources? Will you be able to gain access to data?

10. Slide 2.10 Saunders, Lewis and Thornhill, Research Methods for Business Students, 5 th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009 + Attributes of a good research topic (2) Appropriateness: is it worthwhile? Will the examining institute's standards be met? Does the the topic contain issues with clear links to theory? Are the research questions and objectives clearly stated? Will the proposed research provide fresh insights into the topic? Are the findings likely to be symmetrical? Does the research topic match your career goals?

11. Slide 2.11 Saunders, Lewis and Thornhill, Research Methods for Business Students, 5 th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009 + Attributes of a good research topic (3) And - (if relevant) Does the topic relate clearly to an idea you were given - possibly by your organisation ?

12. Slide 2.12 Saunders, Lewis and Thornhill, Research Methods for Business Students, 5 th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009 + Generating research ideas Useful Techniques Rational thinking Creative thinking Searching the literature Scanning the media BrainstormingRelevance Trees Exploring past projects Discussion Keeping an ideas notebook

13. Slide 2.13 Saunders, Lewis and Thornhill, Research Methods for Business Students, 5 th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009 + Rational thinking Examining your own strengths and interests Looking at past project titles Discussion Searching the literature Scanning the media

14. Slide 2.14 Saunders, Lewis and Thornhill, Research Methods for Business Students, 5 th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009 + Creative thinking Keeping a notebook of ideas Exploring personal preferences using past projects Relevance trees Brainstorming

15. Slide 2.15 Saunders, Lewis and Thornhill, Research Methods for Business Students, 5 th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009 + Rational thinking and creative thinking These techniques will generate possible project one of two outcomes: One or more possible project ideas that you might undertake; Absolute panic because nothing in which you are interested or which seems suitable has come to mind.

16. Slide 2.16 Saunders, Lewis and Thornhill, Research Methods for Business Students, 5 th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009 + Examining own strengths and interests Having some academic knowledge Look at those assignments for which you have received good grade. You may, as part of your reading, be able to focus more precisely on the sort of ideas about which you wish to conduct your research There is a need to think about your future

17. Slide 2.17 Saunders, Lewis and Thornhill, Research Methods for Business Students, 5 th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009 + Looking at past project title Dissertations; Theses. Scan your university’s list of past project titles for anything that captures your imagination Scanning actual research projects. You need to beware. The fact that a project is in your library is no guarantee of the quality of the arguments and observations it contains.

18. Slide 2.18 Saunders, Lewis and Thornhill, Research Methods for Business Students, 5 th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009 + Discussion Colleagues, friends, university tutors, practitioner and professional groups

19. Slide 2.19 Saunders, Lewis and Thornhill, Research Methods for Business Students, 5 th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009 + Searching the literature As part of your discussions, relevant literature may also be suggested. Sharp et al, (2002) discuss types of literature that are of particular use for generating research ideas. These include: Article in academic and professional journals; Reports; Books.

20. Slide 2.20 Saunders, Lewis and Thornhill, Research Methods for Business Students, 5 th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009 + Scanning the media Keeping up to date with items in the news can be a very rich source of ideas

21. Slide 2.21 Saunders, Lewis and Thornhill, Research Methods for Business Students, 5 th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009 + Keeping a notebook of ideas One of the more creative techniques that we all use is to keep a notebook of ideas. All this involves is simply noting down any interesting research ideas as you think of them and, of equal importance, what sparked off your thought. You can then pursue the idea using more rational thinking technique later.

22. Slide 2.22 Saunders, Lewis and Thornhill, Research Methods for Business Students, 5 th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009 + Exploring personal preferences using past project 1. Select six projects that you like 2. For each of these six projects, note down your first thoughts in response to three questions(if responses for different projects are the same this does not matter); What appeals to you about the project? What is good about the project? Why is the project good?

23. Slide 2.23 Saunders, Lewis and Thornhill, Research Methods for Business Students, 5 th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009 + Exploring personal preferences using past project 3. Select three projects you do not like. 4. For each of these three projects that you do not like. What do you dislike about the project? What is bad about the project? Why is the project bad?

24. Slide 2.24 Saunders, Lewis and Thornhill, Research Methods for Business Students, 5 th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009 + Relevance tree You start with a broad concept from which you generate further (usually more specific) topics. Each of these topics forms a separate branch from which you can generate further, more detailed sub branches. As you proceed down the sub branches more ideas are generated and recorded. These can then be examined and a number selected and combined to provide a research idea

25. Slide 2.25 Saunders, Lewis and Thornhill, Research Methods for Business Students, 5 th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009 + Brainstorming Define your problem – that is, the sorts of ideas you are interested in – as precisely as possible. Ask for suggestions, relating to the problem Record all suggestions, observing the following rules: No suggestion should be criticized or evaluated in any way before all ideas have been considered; All suggestions, however wild, should be recorded and considered As many suggestions as possible should be recorded. Review all the suggestions and explore what is meant by each. Analyze the list of suggestions and decide which appeal to to you most as research ideas why.

26. Slide 2.26 Saunders, Lewis and Thornhill, Research Methods for Business Students, 5 th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009 + Refining research ideas Using the Delphi Technique Conducting a preliminary study Continually testing out your ideas Integrating ideas Refining topics given to you by your organisation

27. Slide 2.27 Saunders, Lewis and Thornhill, Research Methods for Business Students, 5 th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009 + The Delphi technique This involves using a group of people who are either involved or interested in the research idea to generate and choose a more specific research idea. To use this technique you need: 1. To brief the members of the group about the research idea; 2. At the end of the briefing to encourage group members to seek clarification and more information as appropriate; 3. To ask each member of the group including the originator of the research ideas based on the idea that has been described (justification)

28. Slide 2.28 Saunders, Lewis and Thornhill, Research Methods for Business Students, 5 th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009 + The Delphi technique 1. To collect the research ideas in unedited and non- attributable form and to distribute them to all members of the group; 2. A second cycle of the process (steps 2 to 4)in which comment on the research ideas and revise their own contributions in the light of what others have said; 3. Subsequence cycles of the process until a consensus is reached. These either follow a similar pattern (steps 2 to 4)in or use discussion. Voting or some other method.

29. Slide 2.29 Saunders, Lewis and Thornhill, Research Methods for Business Students, 5 th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009 + Writing research questions Write research questions that are Consistent with expected standards Able to produce clear conclusions At the right level ( not too difficult ) Not too descriptive Use the ‘Goldilocks Test’ Clough and Nutbrown (2002)

30. Slide 2.30 Saunders, Lewis and Thornhill, Research Methods for Business Students, 5 th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009 + Goldilocks test Clough and Nutbrown use what they call the Goldilocks test to decide if research questions are either too big two small too hot or just right/ Too big need significant funding Too small are likely to be insufficient substance Too hot maybe so because sensitivities that may be aroused as a result of doing the research. This may be because of the timing of the research or the many other reasons that may be upset key people who have a role to play. Just right are those just right for investigation at this time by this research in this setting

31. Slide 2.31 Saunders, Lewis and Thornhill, Research Methods for Business Students, 5 th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009 Writing research questions Begin with one general focus research question which flows from your research idea. Examples: Research ideaGeneral focus research question The sponsorship of the city football club What benefit do commercial organizations derive from their sponsorship? The adoption of by manufacturing companies of “flexible workforces” Will do manufacturing companies devide their workforces into “core” and “peripheral” workers? Opening a handicraft shop Where does the shop locate?

32. Slide 2.32 Saunders, Lewis and Thornhill, Research Methods for Business Students, 5 th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009 Writing research questions Lead to several more detailed research questions or the definition of research objectives. Examples: General focus research question Detailed research question Job recruitment via the internet How effective is recruiting for new staff via the internet in comparison with traditional methods?

33. Slide 2.33 Saunders, Lewis and Thornhill, Research Methods for Business Students, 5 th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009 Writing research objectives Greater specificity than the research questions. Examples: Research questionsResearch objectives Why have organizations introduced team briefing? Has team briefing been effective? To identify organizations’ objectives for team briefing. To describe the extent to which the effectiveness criteria for team briefing have been met.

34. Slide 2.34 Saunders, Lewis and Thornhill, Research Methods for Business Students, 5 th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009 + Turning ideas into research projects (2) Useful techniques Start with a general focus question Discuss areas of interest with your tutor

35. Slide 2.35 Saunders, Lewis and Thornhill, Research Methods for Business Students, 5 th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009 + Turning ideas into research projects (3) Writing clear research objectives Check your examining body’s preferences for stated objectives Use a general focus question to achieve precise objectives Saunders et al. (2009)

36. Slide 2.36 Saunders, Lewis and Thornhill, Research Methods for Business Students, 5 th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009 + Turning ideas into research projects (4) Include SMART Personal objectives Specific: What precisely do you hope to achieve from undertaking the research? Measurable: What measures will you use to determine whether you have achieved your objectives?(Secured a career-level first job in software design) Achievable: Are the targets you have set for yourself achievable given all the possible constraints? Realistic: Given all other demands upon your time, will you have the time and energy to complete the research on time? Timely : Will you have time to accomplish all your objectives?

37. Slide 2.37 Saunders, Lewis and Thornhill, Research Methods for Business Students, 5 th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009 + The importance of theory Asking for opinions and gathering facts – 'what' questions (descriptive research) Using questions that go beyond description and require analysis – 'why' questions Phillips and Pugh (2005) In order to: Explain phenomenaAnalyse relationships Predict outcomesCompare and generalise

38. Slide 2.38 Saunders, Lewis and Thornhill, Research Methods for Business Students, 5 th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009 + Theory “ A formulation regarding the cause and effect relationship between two or more variables, which may or may not have been tested”

39. Slide 2.39 Saunders, Lewis and Thornhill, Research Methods for Business Students, 5 th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009 + Threefold typology of theories Grand, middle range and substantive theories Creswell (2002) Figure 2.1 Grand, middle-range and substantive theories

40. Slide 2.40 Saunders, Lewis and Thornhill, Research Methods for Business Students, 5 th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009 + Threefold typology of theories Grand theories: Usually thought to be province of natural scientists. (that will lead to a whole new way of thinking about management) Middle range theories: which lack the capacity to change the way in which we think about the world but are nonetheless of significance. (some of the theories of human motivation well known to manager would be in this category. Substantive theories : that are restricted to a particular time, research setting, group or population or problem

41. Slide 2.41 Saunders, Lewis and Thornhill, Research Methods for Business Students, 5 th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009 + Deductive approach and inductive approach This discussion of theory dose assume that a clear theoretical position is developed prior to the collection of data (the deductive approach). This will not always be the case. It may be that your study is based on the principle of developing theory after data have been collected (the inductive approach)

42. Slide 2.42 Saunders, Lewis and Thornhill, Research Methods for Business Students, 5 th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009 + Writing your research proposal Purposes of the research proposal To organise your ideas To convince your audience To contract with your client (your tutor) To meet ethical requirements

43. Slide 2.43 Saunders, Lewis and Thornhill, Research Methods for Business Students, 5 th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009 + Content of your research proposal (1) Title - likely to change during the process Background - context within the literature Research questions and objectives - what you seek to achieve

44. Slide 2.44 Saunders, Lewis and Thornhill, Research Methods for Business Students, 5 th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009 + Content of your research proposal (2) Method - can be in two parts: research design and data collection Timescale and Resources - (finance, data access, equipment) References - include some key literature sources

45. Slide 2.45 Saunders, Lewis and Thornhill, Research Methods for Business Students, 5 th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009 + Evaluating research proposals How the components of the proposal fit together Viability of the proposal Absence of preconceived ideas

46. Slide 2.46 Saunders, Lewis and Thornhill, Research Methods for Business Students, 5 th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009 + Summary: Chapter 2 The best research topics Formulate and clarify the topic Meet the requirements of the examining body Use a variety of techniques when generating research ideas Are focused on clear questions based on relevant literature

47. Slide 2.47 Saunders, Lewis and Thornhill, Research Methods for Business Students, 5 th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009 + Summary: Chapter 2 The best research topics Are theory dependent Have a proposal containing organised ideas Tell the reader: What will be done and why How it will be achieved