1. 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

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

3. Why doing research? ?

4. 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 …

5. The Research Process

6. 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

7. 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 …

8. 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

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

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

11. 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

12. 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… …

13. 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

14. 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?

15. 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

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

17. Identify Information Types and Sources
Secondary Data Primary Data

18. 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

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

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

21. Focus group

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

23. 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

24. Collect Data

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

26. 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

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

28. 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

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

30. Writing the Research Report

31. 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?

32. 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

33. 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!

34. 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....

35. 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

36. 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

37. 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 ....

38. 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

39. Suggested report structure References
Pay attention to the format required

40. 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

41. What is a Good Report?

42. 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

43. 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

44. Love what you do
The most common ingredient for success is that people love what they are doing.