INSTRUCTION: Answer ALL questions.

PART A : 50 marks (30 %)

QUESTION 1

Situation A

A university lecturer is interested to investigate the factors that contribute to absenteeism in the
workplace. After gathering some information, the lecturer identifies factors such as the flexibility of
working hours, the amount of monthly incentives given, and the working conditions as primary
factors influencing absenteeism.

Situation B

An advertising agency wishes to conduct a research to find out the effectiveness of its sales
promotion on consumer demand of its product.

For each of situation above, state whether it is a basic or an applied research and give reasons for
your answer.

ANSWER QUESTION 1

First and foremost, it is important for us to understand what the definition of basic or applied
research is before we can proceed to answer the questions above. Let us look into the meaning of
research and what are the types of research that is often used in various situations.

Research from my point of view means a quest in looking for knowledge, looking in depth for
more information pertaining to certain issues, methods taken to enhance our understanding in
certain situation and it could be either scientific and systematic type of search or merely social
study to understand more about human behavior in which the end results is purportedly to be
beneficial and able to improve our quality of life in whatever area that we pursue.

In general type of research’s method can be divide into two categories:

I. Quantitative research
II. Qualitative research

First, let us look at Quantitative research method. Basically, this research method involves
describing, inferring and resolving data using numbers. The main focus is on collecting numerical
data followed by summary of those data and finally coming to conclusions from the data.
Qualitative research, as oppose to the above, is based on non-numerical and unquantifiable
elements such as feelings, words, sounds and emotions. It has been noted that information is
considered qualitative in nature if it cannot be analyzed by means of mathematical techniques.
This characteristic may also mean that an incident does not take place often enough to allow
reliable data to be collected.

Another classification for types of research method is according to the purpose of the study. It
can be divided into two categories:
I. Applied (or action) research
II. Fundamental (basic) research

Applied research also known as action research aims at finding the solution for an immediate
problem facing an industrial, society or business organizations. On the other hand, fundamental
research also sometimes called pure or basic research deals with generalizations and
formulations of a theory.

In relation to the questions above, situation A falls in the category of Applied research since there
is an aim of finding a solution in this situation. A study need to be done to find out what is the
factors that contribute to absenteesm in this organisation and how to resolve the issues.

Applied Research

Based from observations , applied (or action) and fundamental (or basic) research has a very
starightforward differences.In case of applied (or action) research the findings can be used to
resolve issues which is different when compared to fundamental research. In case of fundamental
reseach, studies done simply to discover more about certain issues,elements or topics.

Furthermore, there are mainly three points in which we can summarized the difference between
applied and fundamental research:

1. Differences in purpose.
In applied (or action) studies the purpose is related closely with the solution and how to
overcome certain specific problems, while fundamental study deals with creation of new

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 knowlegde and findings that later will leads to growth of the current knowledge without
any concern to applicability.

2. Differences in context.
Applied (or action) study, clients or sponsors are the key player who sets the research
objectives as a solution to specific problems that they are facing. Fundamental studies, on
the other perspective, are usually self initiated in order to increase the levels of knowledge
in certain areas.

3. Differences in methods.
Research validity represent a vital point to be addressed in all types of studies.
In case of applied (or action) studies, external validity is the main concerned in this type
of study compared to fundamental studies where internal validity seems to be the main
idea of concern for the reseachers.

Examples of Applied Research

As listed below are examples for applied (or action) research. Based from this examples we can
notice that the main aim of these studies is to try and solve a specific and an immediate problem.

 Wall-Mart in China has done a study into methods to improve the levels of customer
retention in their organisation
 An investigation into how to improve worker enthusiasm in Continental Hotel, London
 Starbucks global supply-chain has done a study on development of strategies to introduce
change in their management level in view of cost reductions.
 A study into the ways of nurturing creative deviancy amongst employees without
compromising respect for authority.

Fundamental (or Basic) Research

Fundamental research, also known as pure research or basic research does not usually generate
findings that have direct applications in a practical level. In fundamental (or basic) research the
study is motivated by interest and the desire to increase knowledge in specific research area. Due

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to the nature of this type of research, the results of this research will contribute specifically to the
academic body of knowledge in the research area.

Situation B is identified to use the fundamental or basic research method. This is base upon the
generalisations of the study and its purpose in exploring certain issues.

We can see that in fundamental (or basic) studies researchers tend to make generalization about
certain phenomenon or issues, and the philosophy of this type of studies can be explained as
‘gathering knowledge for the sake of knowledge’. Fundamental researchers mainly aim to answer
the questions of what, how or why and they tend to contribute the pool of fundamental
knowledge in the research areas.

Differences between Fundamental Research and Applied Research

A summary of differences between Applied and Basic Research can be seen in the table below:

Fundamental Research Applied research

Purpose  Expand knowledge of  Improve understanding of
processes of management and particular management or business
business. problem.

 Results in universal principles  Results in solution to problems.

relating to its relationship and  New knowledge limited to
the process to outcomes. problems.
 Finding of significance and  Finding of practical relevance and
value to society in general. value to manager in organization.
Context  Undertaken by people based in  Undertaken by people based in a
universities. variety of setting including

 Choice of topic and objectives universities and organizations.

determined by the researcher.  Objectives negotiated with

 Flexible time scales. originator.

 Tight time scales

Differences between fundamental and applied research

Some examples of Fundamental (or basic) Research
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The following are examples for fundamental researches in business:

 A critical analysis of product placement as an effective marketing strategy

 An investigation to find out what are the main elements of branding and brands
 A study to find out what are the factors that has an impact on each stage of product life
cycle

There are two situations given and we should be able to identify whether it is basic or an applied
research in each of the situation above. Basic and applied researches are researches done
according to the goal of the researcher. In each of the situation, the researcher aims in finding a
conclusion or solution to whatever problems or situation that he is dealing with.

Situation A

The applied (or action) research method is being used in this situation.

Reasons:

 This research was done with the aim of finding out a solution to an ongoing issues or
problem in an organization; this research tries to identify certain social trends that is
affecting an organisation
 The findings of the study mainly are to resolve issues that is absenteeism
 The purpose of this research mainly is to discover what are the contributing factors in
which by identifying the factors we might be able to come out with a solution to the
problem of absenteeism in workplace
 This research also involves an industrial or business organisation which is part of a
criteria of applied research which targeted industry or business organisation and helping
them to improve their process or products
 This research will also infer beyond the group that is being studied which means the end
results will benefits and contributes to a wider range of society and organisation

Situation B

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Reasons:

Basic or fundamental research is used in situation B

 This study involves nature of human behaviour that is how consumer or people respond
towards advertisement and promotion of certain products
 The findings of the study mainly are to explore issues
 This study was done based from theory or formulations in order to gain more insights into
the situation
 This study is considered as a broad base type of study in which we are investigating about
consumer respond on promotions of certain product
 This study will result in expansion of knowledge in the related field

[25 marks]

QUESTION 2

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(a) Briefly list down the purpose of Literature Review.

ANSWER QUESTION 2(a)

Literature reviews are basically reviewed of academic paper or academic work that has been
published in an academic journals or article. This articles or academic work can only be
published as a journal once it has undergone a process of peer review that is the work or research
has been subjected to the scrutiny of others under the same field or interest.

The review usually will include the latest and current knowledge, some form of theoretical
framework, methodology, findings and finally conclusion on certain study or topic.

Definition of literature review

From my point of view, literature reviews can be described as an evaluation report of

information. This information comes from literature that is related to the selected area under
study. The review should be able to describe, summarizes, clarify and evaluate this literature. By
having a literature review, it should give a theoretical base for the research. This will give an
insight and help the author determine the direction and nature of their research. In most cases,
irrelevant items or work should be discarded and those which are marginal should be looked at
critically.

The importance of literature review goes beyond just as being descriptive and analytic in certain
issues, it is more than just a search for information and trying to amend it. Every aspect of
research and works included in the review should be read thoroughly, followed by evaluation and
then analyzed. Furthermore, in any related field of research we need to identify the relationships
between the literatures and these later needs to be expressed for better understanding.

.
Listed below are some of the purposes of a literature review

 It acts to provide background and framework for the research

 Helps to rationalize research

 Differentiate between things that has been done and needs to be done

 Aids in recovering important variables that is relevant to the topic under research
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  Importance in creating and gaining new perspective

 Provide chances for the researcher to learn from previous theory on the subject

 Ability to identify between ideas and practice

 To justify the significance of the problem in related area of study

 Provide illustration on how the subject has been studied previously

 Aids in better understanding of the structure of the subject

 Able to highlight and pinpoint flaws in previous research

 Identify and outline gaps in previous research

 Helps researcher to relate theory and ideas to applications

 Helps to identify the main methodologies and research techniques that has been used

[14 marks]

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(b) Explain the components of well-defined business research problem.

ANSWER QUESTION 2(b)

First and foremost an important part in any research is the need to identify what are the research
problems that every researcher has to undertake. Before embarking on the research, we should
identify the major research area that we want to pursue. In this situation, the area of interest is on
business research. Once the broad area has been identified, the next step is to be tapered down the
area by selecting a particular topic. The topic should then be further narrowed to a well-defined
business researchable problem.

Definition of business research

Business research is merely doing research, looking for information, finding answers and trying
to resolve problems that are related to business issues. The main objectives are to find ways to
improve one business performances and to identify factors that might affect the business
activities.

Business research can be conducted to answer business related questions and issues. For example,
what is the target market or who is the target people for my product? Business research on the
other hand can also be used to solve a business related problem, such as determining how to
decrease the amount of expenses for purchasing certain items. Adequate information gathering,
and planning are essential to derive results for your business.

Problem definition, what is it all about?

It is important to create a decision statement and problem definition before we which to embark
into the research of business issues or problems. During problem definition, you engage in
developing and defining a decision statement. A decision statement expresses the critical question
the research must answer. The problem definition process involves various steps, such as
understanding the key elements and business issue, identifying the problems caused by the issue,
writing the decision statement, determining the unit of research and analysis variables, and
writing the research hypotheses or questions.

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Components of well-defined business research problem.

i. An institution or organization to whom the problem can be attributed

These will occupy a certain geographical areas and individuals or people who are
involved in this study. For instance, the study of identifying factors affecting absenteeism
in workplace. People involved are the employers of a particular company, what company
that is involved in the study and where is the workplace located.

ii. Some objectives for pursuing the problem

There must be some objective in order for us to pursue the problems, otherwise it would
be unacceptable to common and reason understanding to undertake the research. For
instance, factors affecting absenteeism in workplace in Organization A.

iii. Some lines of action to be taken

There must be at least two lines of action to be taken to obtain in the objectives. As for
example, flexibility of working hours, monthly incentives and working conditions are
factors identified attributing to absenteeism in workplace. Thus, by having a more flexible
working hour and improving the working condition might lead to a reduction in the
number of absenteeism in workplace.
[11 marks]
[TOTAL: 25 marks]

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INSTRUCTION: Answer ALL questions.

PART B: 50 marks (30%)

QUESTION 1

The president of “Mee Segera Sdn Bhd” suspects that half of his 500 male and female workers are
not very motivated to do their job. He also found that those who are motivated are also the ones
who have worked for more than five years; received salaries increase and have been rewarded
accordingly over the years. Suppose you are asked to conduct a study for this company,

a) Define the problem of the study. You are expected to show the relevant variables and illustrate
them using a theoretical framework.

ANSWER QUESTION 1(a)

Mee Segera Sdn Bhd is an organization that consists of 500 male and female workers. The study
for the current problem would be to identify factors that will increase the motivation and improve
the work performance of the workers of Mee Segera Sdn Bhd.

All workers from this company will be involved in this study. The independent variables would
be :
i. Demographic profile
ii. Working environment
iii. Flexibility of working hours
iv. Rewards and incentives
Dependent variable will be motivation and work performance

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Theoretical framework
Independent variable

Flexibility of
Working
working
environment
hours

Demographic Rewards and

profile incentives
Motivation
and work
performance

Dependent variable

[5 marks]

b) State the five research questions pertaining to the problem of the study.

ANSWER QUESTION 1(b)

i. What are the main factors that contribute to increase motivation and work performance of
the workers?
ii. What are the workplace values that will make the workers more motivated to do their
work?
iii. Are the working environment and working hour’s part of the reason for the workers to
improve their work performance?
iv. What is the reason for workers who have work more than 5 years to become more
motivated and why are they able to work longer with the company?
v. Are there any differences in the level of motivation between ages, gender and background
history of the workers?
[5 marks]

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c) State three objectives of the study and describe how each objective can be accomplished through
appropriate statistical analyses.
ANSWER QUESTION 1(c)

Objectives of the study:

i. To investigate whether demographic profile has an effect on the workers overall
performance and motivation in workplace.
ii. To investigate whether the flexibility of working hours has any effect on the motivation
level and work performance of the workers.
iii. To investigate whether staff benefits e.g. rewards, incentives and increase in salary has
any effect on the motivation level and work performance of the workers

An exploratory research design was adopted for the research study above. Data were collected
using structured questionnaire, which was administered on 500 personnel of Mee Segera Sdn
Bhd. Descriptive and inferential statistics was used as the method of data analysis. Discussions
and interpretation of findings are based on the result that emerged from the analysis.
[5 marks]

d) Based on research questions and objectives of the study, design a short questionnaire
consisting of the following:
- demographic profile and respondents
- measures of workers motivation to work

ANSWER QUESTION 1(d)

The first part of the questionnaire will be on the demographic profile of the respondents

Study of workers motivation and performances in Mee Segera Sdn Bhd

Questionnaire Part 1

Q1: Name :

Q2: Age :

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Q3: Sex :
a) Female b) Male

Q4: Marital status :

a) Single b) Married c) Divorce

Q5: Nature of job :

a) Permanent b) Part time

Q6: Category :
a) Skilled b) Unskilled

Q7: Service years :

a) 1 year and below
b) More than 1 to 3 years
c) More than 3 to 6 years
d) More than 6 to 9 years
e) More than 9 to 12 years
f) More than 12 years

Questionnaire Part 2

Q1: I am determined to give the best effort at work everyday

1 2 3 4 5

Q2: I am satisfied with the salary, incentives and rewards given by the company
1 2 3 4 5

Q3: I am inspired to meet my goals at work

1 2 3 4 5

Q4: I am satisfied with the job-related training offered by my organization

1 2 3 4 5

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Q5: There is a good communication and working relationship between me and my
supervisors.
1 2 3 4 5

Q6: I am satisfied with the working hours flexibility provided by my organization

1 2 3 4 5

Q7: I am satisfied with the work culture in my workplace

1 2 3 4 5

Q8: I am happy with the reward and incentives given to workers in my workplace
1 2 3 4 5

Q9: I am happy with the salary incremented given to the workers

1 2 3 4 5

Q10: The salary increase is given to workers to deserve an increment

1 2 3 4 5

[10 marks]
[TOTAL 25 marks]

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QUESTION 2

a) Distinguish between primary and secondary data.

ANSWER QUESTION 2(a)

Differences between Primary and Secondary data

Data collection is one of the essential elements in statistical analysis. There are different methods
to gather data in research. It can be divided into two categories, i.e. primary data, and secondary
data.

Definition:

Primary Data - Primary data are data that is being collected first time by the investigator or
researcher themselves and it is specifically for the purpose to address their research problem.
These data are collected directly through their own effort, experience, costs and manpower.

Secondary Data - Secondary data are data that is already being collected by someone else but is
being used or utilized by the researcher for other purpose.

Comparison chart
Basis of comparison Primary data Secondary data
Data that is gathered first time Data already produce by
Meaning
by the researcher himself someone else
Data Real time data Past data
Process Requires high involvement Easy and quick
Experiments, observations, Government publications,
Source questionnaire, personal book, journals, websites,
interview, surveys, etc. internal records, articles, etc.
Cost effectiveness Expensive Economical
Collection time Long Short
Always specific to the May or may not be specific to
Specific
researcher need the researcher need
Available in Crude form Refined form
Reliability and accuracy More Less

Key differences between Primary and Secondary data

The following points discussed the fundamental differences between primary and secondary data:
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 1. The term primary data refer to data that is being collected for the first time by the
researcher. It is a pure form of data whereas secondary data already existed, collected by
someone else earlier.

2. Primary data is a real-time data whereas secondary data are data that is related to the past.

3. Primary data is collected for addressing the current problem at hand while secondary data
is collected for other purposes than the current problem.

4. Primary data collection is very involved meanwhile for secondary data, the data collection
is quick and easy.

5. Primary data collection requires a large amount of resources like time, costs and
manpower. On the contrary the secondary data collection is relatively inexpensive and
quickly available.

6. Primary data collection is specific to the researcher needs and he has full control over it
and its quality. In contrast, secondary data is neither specific nor he has control over the
data quality.

b) List the advantages and disadvantages of using secondary data.

ANSWER QUESTION 2(b)

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Advantages of using secondary data:
i. The data is already there and there is no hassle of going through the data collection
process
ii. The data collection is less expensive, quick with shorter collection time and easily
available.
iii. The researcher is not personally responsible for the quality of the data.

Disadvantages of using secondary data:

i. The researcher has no control over the data and cannot decide what data is being
collected.
ii. The data can be very broad and not specific to the researcher needs.
iii. There is no way to control the data quality and one can only hope that the data is
of good quality.
iv. The researcher cannot obtain additional information about the data and it is
difficult to get clarifications in case any issues arise from the data.
v. Data that is being used mostly is from the past and it might not reflects the latest
or current issues that is being investigated

[25 marks]

END OF QUESTION

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