Module 1 : Nature & Scope Of Research Methodology

1.1.1 : Definition & Objectives of Research

Definition of Research
It is a process of inquiry which has systemic search for information / understanding
along with generation of knowledge & insight.

The scientific process of research runs on a variety of assumptions like universal truth,
orderly universe, discoverable truths, incomplete knowledge. It is carried out with the
assistance of observation, hypotheses or questions, testing hypotheses, creating
inferences.

Objectives of Research
a. Satisfy curiosity
b. Understand causes of phenomena
c. Determine course-effect patterns
d. Answer questions
e. Improve the world
f. Understand events
g. Understand behaviours, cognitions & emotions
2. Importance of research in business
a. Understand cause-effect, minimize risks
b. Recognize opportunities & threats
c. Identify competition
d. Understand results
e. Identify emerging trends
f. Build better market positions
g. Better communication
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Various Definitions & Objectives of Research

Authors and management gurus have defined research in different ways. Usually, a
research is said to begin with a question or a problem. Research is defined as
the generation of new concepts, methodologies, and understandings through the
creation of new knowledge and/or the creative application of existing knowledge. This
could include synthesising and analysing previous research to the point where it
produces new and innovative results. By applying research we are able to find out the
solutions of a problem with the application of systematic and scientific methods.You
could talk about experimentation or innovation. You could use the word “risk” to
describe the element of
danger that comes with discovery. It is possible that investigation will lead to analysis.
It is possible that you will conduct tests to prove your hypothesis. You could simply
state that this work is unique and never seen. You could discuss what new knowledge
will be gained because of your work.
You could talk about a new method or a new data source that will result in
a breakthrough or a small improvement over current practise. You could state that it is
a prerequisite for development in the sense of “research and development.”
Slesinger& Stephenson, Encyclopedia of Social Sciences:

“the manipulation of things, concepts or symbols for the purpose of generalizing

to extend, correct or verify knowledge, whether that knowledge aids in the construction
of theory or in the practice of an art”.
● Redman & Mory:

“Systematized effort to gain new knowledge”. It is an academic activity and should be

used in a technical sense.
● Clifford Woody:
Research comprises “defining and redefining problems, formulating hypotheses
or suggested solutions; collecting, organizing and evaluating data; making deductions
and reaching conclusions; and finally, carefully testing the conclusions to determine
whether they fit the formulated hypotheses”.
Research Objectives
General Objectives
General objectives, also known as secondary objectives, provide a detailed view of a
study’s goal. In other words, by the end of your studies, you will have a general idea of
what you want to accomplish. For example, if you want to investigate an organization’s
contribution to environmental sustainability, your broad goal could be to investigate
sustainable practises and the organization’s use of renewable energy.

Specific Objectives
Specific objectives define the primary aim of the study. In most cases, general objectives
serve as the foundation for identifying specific goals. In other words, specific objectives
are defined as general objectives that have been broken down into smaller, logically
connected objectives. They assist you in defining the who, what, why, when, and how of
your project. It’s much easier to develop and carry out a research plan once you’ve
identified the main goal.
Take, for example, a study of an organization’s contribution to
environmental sustainability. The specific goals will be as follows:
● Determine how the organisation has changed its practises and adopted new solutions
throughout its history.
● To determine the impact of new practises, technology, and strategies on
overall effectiveness.
 1.1.2 : Characteristics of Research

Video-based notes

• Main characteristics of research : Empirical, Logical, Cyclical

• Nature & Characteristics of Research : Analytical(analytical procedures), Critical
(has to be bias free), Methodological (conducted systematically), Replicable,
Generalizable (applicable to a larger population)

E-learning content notes

• Characteristics of Research:
• The research should concentrate on the most pressing issues.
• The investigation should be methodical. It emphasises the importance of
following a structured procedure when conducting research.
• The research should follow a logical pattern. The scientific researcher cannot
make much progress in any investigation without manipulating ideas logically.
• The study should be condensed. This means that a researcher’s findings should be
made available to other researchers so that they don’t have to repeat the same
research.
• The findings should be repeatable. This asserts that previous research findings
should be able to be confirmed in a new environment and different settings with a
new group of subjects or at a different time.
• The study should be fruitful. One of the most valuable characteristics of research
is that answering one question leads to the generation of a slew of new ones.
• Action-oriented research is required. In other words, it should aim to find a
solution that will allow its findings to be implemented.
• The research should take an integrated multidisciplinary approach, which means
it will require research approaches from multiple disciplines.
• At all stages of the study, all parties involved (from policymakers to community
members) should be invited to participate.
• The research must be straightforward, timely, and time-bound, with a
straightforward design.
• The research should be as inexpensive as possible.
• The research findings should be presented in formats that are most useful to
administrators, decision-makers, business managers, or members of the
community.
 1.1.3 Difference b/w Research Methods and Research Methodology

• Research Methods focuses on

o Data collection description
o Stat analysis
o Evaluating reliability and validity
o Procedure for collecting or analysing or interpreting
• Research Methodology focuses on
o Formulation of hypothesis / question / problem
o Determination of sample
o Data collection
o Sample size
o Stat analysis
• Main differences between methods & methodology
o Research Methods focuses on “what did you do?”
o Research Methodology focuses on “why did you do?”

E-content notes

Research Methods
The various procedures, schemes, steps, and algorithms used in research are known as
research methods. The term “research methods” refers to all of the methods used by a
researcher during a research study. They’re primarily planned, scientific, and value-
agnostic. Observations, theoretical procedures, experimental studies, numerical schemes,
statistical approaches, and so on are all examples of these. We can use research methods
to collect samples, data, and come up with a solution to a problem. Business and
scientific research methods, in particular, demand explanations based on collected facts,
measurements, and observations, rather than solely on reasoning. They only accept
explanations that can be verified through experiments.
Research Methodology
A systematic approach to solving a problem is known as research methodology. It is a
science that studies how research should be conducted. Research methodology is
essentially the procedures by which researchers go about their work of
describing, explaining, and predicting phenomena. It can also be defined as the study of
methods for gaining knowledge. Its goal is to provide a research work plan.
 1.2.1 Research Criteria and Research Process

Research Criteria & Research Process

• Research criteria focuses on : -

o Definite purpose
o Methods / procedures explained
o Objective design
o Highlight flaws / limitations
o Appropriate stat analysis

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Research Process
In the early decades human inquiry was primarily based on the examination of one’s
own conscious thoughts and feelings that means the observation of any one and
understanding through the logical discussion to seek the truth. This procedure was
accepted for a millennium and was a well-established conceptual framework
for understanding the world. The knowledge seeker was an integral part of the
inquiry process. With time, this part was changed. The Scientific method introduced
several major components in research procedure like Objectivity.
At every stage of the marketing research process, systematic planning is required. Each
stage’s procedures are methodologically sound, well documented, and, to the extent
possible, planned of time. The scientific method is used in marketing research, in which
data is collected and analysed to test preconceived notions or hypotheses.
Marketing research should be conducted impartially to provide accurate information that
reflects the true situation. While the researcher’s research philosophy will
always influence the research, it should be free of the researcher’s or management’s
personal or political biases.
For example, we may find out that our topic is too broad and needs to be
narrowed, sufficient information resources may not be available, what we learn may not
support our thesis or the size of the project does not fit the requirements.
There are main nine steps of research process that are followed at the time of designing a
research project. They are as follows.
Step 1: Problem Definition
Step 2: Development of an Approach to the Problem
Step 3: Research Design Formulation
Step 4: Field Work or Data Collection
Step 5: Data Preparation and Analysis
Step 6: Report Preparation and Presentation

Research Criteria

• The research’s purpose should be clearly defined, and common concepts

should be used.
• The research procedure should be sufficiently described. detail to allow
another researcher to continue the research for further advancement while
maintaining the integrity of what has already been accomplished.
• The research’s procedural design should be meticulously planned to
produce objective results.
• The researcher should be completely honest about any flaws in the
procedure design and estimate their impact on the findings.
• The data analysis should be sufficient to reveal its significance, and the
analysis methods used should be appropriate. The data’s validity and reliability
should be double-checked.
• Conclusions should be limited to those that are supported by the research
data and for which the data provide an adequate foundation.
• If the researcher is experienced, has a good research reputation, and is a person of
integrity, greater trust in the research is warranted.

1.2.2 Different Approaches of Research: Deductive, Inductive, Quantitative,

Qualitative

• Inductive vs Deductive
o Inductive research focuses on developing a theory
o Deductive research focuses on testing a theory
• Qualitative vs Quantitative Research
o Qualitative research focuses on : words, sample, discover and exploratory
traits
o Quantitative research focuses on : numbers, large samples, quantity,
usable results
• Descriptive vs experimental
o Descriptive research focuses on :-
▪ Observation
▪ Testing relationships
▪ Qualitative or quantitative
o Experimental research focuses on : -
▪ Manipulation of variables
▪ Correlations or casuals effects
▪ Quantitative
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Different Approaches of Research:

There are two methods for conducting research.
The first is the Basic approach, which is typically used in academic research.
Many people consider this to be pure research or basic research.
Applied research, action research, operations research, or a contract research approach
are all terms used to describe the research conducted using the second approach.
Evaluative research, the third category of research, is also important in
many applications. All these approaches serve different purposes, which influence
the research’s nature.
Finally, thorough research necessitates research precautions.
Basic Research
The search for truth or the development of theory is the focus of basic research. Basic
research is essential because of this property. Researchers “design studies that can test,
refine, modify, or develop theories” using their fundamental background knowledge.
The primary goal of basic research is to increase human knowledge rather than to create
or invent something. The discoveries made as a result of basic research have no obvious
commercial value.
The term “basic” refers to the fact that basic research provides the foundation for applied
research by generating theories. This method of research is critical for the advancement
of knowledge.
 1.3.1 Pure & Applied (with examples)

• Pure research
o Basic / fundamental
o Advance knowledge
o No other purpose
o Exploratory
o Theoretical
o Interest or curiosity
o Lead to applied research
• Applied research
o Solve problem
o Answer question
o Practical
o Development
o Meets need
o May come from pure research

1.3.2 Casual and Conceptual Research (with examples)

• Correlational Research Design

o Observing two variables
o Establish relationship
o Covariance
o Not causation
o Casual, random or third variable
o Positive and Negative correlation
▪ In positive correlation, both the variables increase with
▪ In negative correlation, one variable increases, while other
decreases
▪ It focuses more on the direction
• Casual Research Design
o Experimental
▪ Temporal sequence – it focuses on the appropriate time order of the
events.
▪ Concomitant variation – an empirical relationship that occurs when
one variable changes in magnitude in relation to another variable
▪ Non-spurious association –
▪ Cause inferred, never proven
 1.3.3 Cross-sectional & Longitudinal (with examples)

Cross-Sectional Research Design

• Cross-sectional research is observational, different groups are compared at once,

comparison of variables, and it is not casual.
Longitudinal Research Design

• Longitudinal research is also observational, same subjects are compared several

times, changes tracked and, are casual in nature.
• The studies can be conducted for years.

Differences between Cross-Sectional and Longitudinal Research Design

Cross-Sectional Longitudinal
Quicker Time intensive
Two samples One sample
Not casual Casual

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1.3.3 Cross-sectional & Longitudinal Research
Cross-sectional study
The longitudinal and cross-sectional studies are both observational studies. This means
that researchers record data about their subjects without tampering with the research
environment. We would simply measure the cholesterol levels of daily walkers and non-
walkers, as well as any other.
Characteristics of interest to us, in our study. We would not persuade non-walkers to
start walking or advise daily walkers to change their habits. In a nutshell, we’d try not to
get in the way.
A cross-sectional study is distinguished by the ability to compare different population
groups at a single point in time. Consider it like taking a photograph. The findings are
based on whatever fits into the frame.
To return to our previous example, we could compare cholesterol levels in daily walkers
in two age groups, over 40 and under 40, to cholesterol levels in non-walkers in the same
age groups. We might even create gender subgroups. We would not, however, consider
past or future cholesterol levels because they would be outside the scope. We’d only
examine cholesterol levels at a single point in time.
A cross-sectional study design has the advantage of allowing researchers to compare
multiple variables at once. We could look at age, gender, income, and educational level
in relation to walking and cholesterol levels, for example, with little or no extrapolation.
Cross-sectional studies, on the other hand, may not provide conclusive evidence of
cause-and-effect relationships. This is because such studies provide a snapshot of a single
moment in time and do not consider what occurs before or after the snapshot. As a
result, we can’t say for sure whether our daily walkers had low cholesterol levels before
starting their exercise routines or if the daily walking behaviour helped to
lower cholesterol levels that were previously high.
Longitudinal study
A longitudinal study is observational, just like a cross-sectional one. As a
result, researchers do not interfere with their subjects once more. A longitudinal study,
on the other hand, involves researchers making multiple observations of the same
subjects over a long period of time, sometimes many years.
A longitudinal study has the advantage of allowing researchers to detect changes in the
characteristics of the target population at both the group and individual level.
The important thing to remember is that longitudinal studies go beyond a single point
in time. As a result, they can create event sequences.
To return to our example, we could examine the change in cholesterol levels among
women over 40 who have walked every day for the past 20 years. The longitudinal study
design would take into account cholesterol levels at the start of a walking programme
and as the programme progressed. As a result of its scope, a longitudinal study is more
likely than a cross-sectional study to suggest cause-and effect relationships.
In general, the design should be driven by the research. However, the progression of the
research can sometimes aid in determining which design is best. Longitudinal studies
take longer to complete than cross-sectional studies.
 1.3.4 Experimental, Semi-Experimental & Non-Experimental (with examples)

Non-Experimental Research

• Non-experimental research design has no manipulation, no control group, no

multiple measures, and no random assignment.
Semi-Experimental Research

• Semi-experimental research design is quasi-experimental, has manipulation,

control group or multiple measures, no random assignment (means to be selective
about what kind of research you want to follow).
Experimental Research

• Experimental research design has manipulation, control group or multiple

measures, random assignment

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Experimental, Semi-Experimental & Non-Experimental Research

Experimental
Experimental research is a type of study that employs a scientific approach to manipulate
one or more control variables of the research subject(s) and then measure the impact of
the manipulation on the subject. It is well-known for allowing the manipulation of
control variables.
Even though it can be difficult to execute, this research method is widely used in
a variety of physical and social science fields. They are far more common in
information systems research than in library and information management research
within the information field.
When the goal of the research is to trace cause-and-effect relationships between defined
variables, experimental research is usually used. The type of experimental
research chosen, on the other hand, has a significant impact on the
experiment’s outcomes.
Semi Experimental: The prefix quasi means “similar to.” As a result,
quasiexperimental research is research that resembles experimental research but
isn’t actually experimental. Participants are not randomly assigned to conditions or
orders of conditions, despite the fact that the independent variable is manipulated (Cook
& Campbell, 1979). 1st The directionality problem is eliminated in quasi-
experimental research because the independent variable is manipulated before the
dependent variable is measured. However, because participants are not assigned at
random, there is a chance that other differences exist between conditions. Thus, quasi-
experimental research does not eliminate the problem of confounding variables.
Example: Non-equivalent groups design just like we hypothesized a new after
school program which assured the students of higher grades. We divided two
similar groups of children who attend different schools, one of which implements the
new program while the other does not.
In field settings where random assignment is difficult or impossible,
quasiexperiments are most likely to be conducted. They’re frequently used to assess
the efficacy of a treatment, such as psychotherapy or an educational intervention. There
are numerous types of quasi-experiments, but we will focus on a few of the most
common here.
Non-Experimental:
Non-experimental research is defined as research in which no control or independent
variable is manipulated. Researchers in non-experimental research measure variables as
they occur naturally, without any further manipulation.
When the researcher doesn’t have a specific research question about a causal relationship
between two variables and manipulating the independent variable is impossible, this type
of research is used. They’re also useful for:
● It is impossible to assign subjects to conditions at random.
● The subject of the study is a causal relationship, but the independent variable cannot
be changed.
● The study is broad and exploratory in nature.
● The study focuses on a variable-to-variable non-causal relationship.
● Only a limited amount of information about the research topic is available.
 1.3.5 Descriptive & Exploratory (with examples)

Descriptive Research

• Descriptive research design describes variables (what, who, when, how?), has a
rigid design, is structured process, probability (random) sampling, pre-planned
design of analysis.
• The research design focuses on gaining information.
Exploratory Research

• Exploratory research design investigates or explores, has a flexible design,

unstructured process, non-probability sampling, no pre-planned design for
analysis.

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Descriptive & Exploratory Research
Descriptive research
Descriptive research is defined as a research method that describes the characteristics
of the population or phenomenon studied. This methodology focuses more on the
“what” of the research subject than the “why” of the research subject.
The descriptive research method primarily focuses on describing the nature of
a demographic segment, without focusing on “why” a particular phenomenon
occurs.
In other words, it “describes” the subject of the research, without covering “why”
it happens.
For example, surveys related to frequency of shopping, food habits,
product preference, etc. are examples of descriptive research. Example: AA group of
market researchers aims at identifying the impulse buying trends among various
households pan India. The researchers would focus on collecting data related to
“what is the impulse buying pattern of Indian consumers” and the scope of their
research would be limited to that. The research does not explain the underlying
reasons behind such impulse buying practices or “why” such buying pattern exists.
Here, the scope of the
research is just to report the existence of such buying trends and not why do
people resort to impulse buying. This is, hence, an ideal example of descriptive
research.
Exploratory research
Exploratory research is the investigation of a problem that has not previously
been studied or thoroughly investigated. Exploratory research is usually done to gain
a better understanding of the problem at hand, but it rarely yields a conclusive result.
Exploratory research is used by researchers when they want to learn more about an
existing phenomenon and gain new insights into it in order to formulate a
more precise problem. It starts with a broad concept, and the research findings are
used to uncover related issues to the research topic.
The process of exploratory research varies depending on the discovery of new data or
insight. The results of this research, also known as interpretative research
or grounded theory approach, provide answers to questions like what, how, and why.
Exploratory Research Example on Product Research
When developing a new product or service, companies conduct two types
of research. The first is carried out prior to the development of the product, while
the second is carried out after it has been developed.
The exploratory research conducted after product development will be the focus of
our attention. It’s known as the beta testing stage of product development for
tech products.
For example, if a new feature is added to an existing app, product researchers
will want to see how well the feature is received by users. The research is not
exploratory if the feature added to the app is something that already exists.
If Telegram adds a status feature to its app, for example, the app’s beta research stage
is not exploratory. This is because this feature is already available, and they
can easily obtain sufficient information from WhatsApp.
When it comes to a new feature, such as Snapchat filters when they first
launched, the research is instructive. A focus group of beta testers is used to conduct
exploratory research in this case.
 1.4.1 Identifying and Defining a Problem

• Identifying a problem can be done via real life experiences – classmates, work,
family / community.
• Identifying a problem can be done in the academic field as well via – gaps in
theories, recommendations for future studies, furthering extant research
• Defining the problem can be done via literature review, what is known &
unknown, related constructs, concepts and theories, narrow research problem /
question, statement of purpose.

1.4.2 Research Problem Aspects and Considerations

• Basic Aspects of a Research Problem

o Relevancy
o Novel
o Researchable
o Manageable
o Testable
o Ethical
o Compelling need
• Considerations of a Research Problem
o It focuses on required materials, access to sample, skills / abilities,
ongoing work, environmental changes and flexibility
• Smith (1984) came up with certain research based pointers
o Can it be enthusiastically pursued?
o Can interest be sustained by it?
o Is the problem solvable?
o Is it worth doing?
o Will it lead to other research problems?
o Is it manageable in size?
o What is the potential for making an original contribution to the
literature in the field?
o If the problem is solved, will the results be reviewed well by scholars in
your field?
o Are or will you become, competent to solve it?
o By solving it, will you have demonstrated independent skills in your
discipline?
o Will the necessary research prepare you in an area of demand or
promise for the future?
 1.4.3 Formulation of a Research Problem

• Select and narrow the topic

• Identify research questions
• Formulate and assess the objectives
• Formulate the statement of the research problem – hypothesis /SOP

1.5.1 Application of Research in Marketing

• Research in Marketing focuses on

o Successful / unsuccessful advertising
o Develop strategies
o Develop and manage new / existent product
o Research analysis
o Survey studies
• Market Research Analysis
o Gather / interpret information
o Survey, sales, consumer feedback
o Develop new product
o Predict success of products
o Assess advertising strategies
o Create sales reports
• Survey Research
o Design surveys
o Consumer information
o Market information
o In-demand products
o Marketing best-practices
o Many applications
 1.5.2 Application of Research in Finance

• Research in Finance
o Substantial growth
o Newer theories and models
o Academic researchers and practitioners
• Some areas of Financial Research
o Corporate finance
o Financial markets
o Auditing
o Taxation
o Financial accounting
o Social finance
o Environmental finance
o Gender issues in finance
o Financial ethics
o Finance in developing economics
o Technology in finance
• Financial Accounting Research
o Regulations and disclosure
o The creation of standards
o Adoption of standards within industries
o Adoption of standards within geographic locations
o Impact of mandated / voluntary disclosures
• Auditing research
o Auditing responsibilities
o Fraud
o Audit fees
o Audit regulation
o Forensic accounting
o Auditor decision making
o Technology and auditing
• Managerial accounting research
o Changes in management accounting in a global market
o Changes due to tech
o Emergence of new techniques
o Strategic management accounting
o Environmental management and sustainability
o The balanced scorecard
• Overlap with other domains
o Psychology
o Health & well-being
o Education
o Law & regulation
 1.5.3 Application of Research in Human Resource Management

• Research in HRM
o Survey studies : large, senior staff, quality, objective and factual
o Case studies : Qualitative and comparative, weak / underdeveloped extant
theory, staff @ various levels, focus groups and company data, depth of
understanding
• Some areas of HRM Research
o Management philosophy
o Organized culture
o Unions
o Labor market conditions
o Workforce characteristics
o Organizational values
o Stakeholders
• Two major approaches in HRM
o Matching
▪ Close fit between HRM & Business Strategy
▪ Linear and sequential
▪ Policy is part of overall plan
▪ Prescriptive
▪ Little attention to process
o Harvard
▪ Strategy is not always planned
▪ Must sometimes develop organically
▪ Org’s values, culture / management styles
▪ Formal strategy vs emergent informal strategy
 1.5.4 Application of Research in Production

• Research in Production
o Creation of goods & services
o Characteristics of a product
o Demographics of a target population
• Some major areas of prod research
o Product design
o Manufacturing process design
o Advancing technologies & production logistics
o Policy formulation & evaluation
o System and supply network engineering
o Solving issues in design, management & control of production
o Essential behaviour of production resources and systems
o Relationship between short run & long run profits
• Theory of production
o Inputs to outputs
o Amount of commodity to produce?
o How much raw material / labor to use?
o Prices and relationships between prices of inputs and outputs
o Main goal is to minimize cost, maximize outputs, produce apt amount of
output to maximize profits.
 1.5.5 Application of Research in Entrepreneurship

• Research in Entrepreneurship
o It is an academic discipline
o Subarea of business / organizational research
o Less relevant
o More practice oriented
o Fewer working theories & models
• Some major areas of entrepreneurship research focuses on : -
o Entrepreneurship behaviour
o Timing for success
o Factors for success
o Personality factors of the entrepreneur
o How to foster entrepreneurship
o Resilience
o Risk & uncertainty
o Entrepreneurship & the global economy
o Opportunities for entrepreneurship
o High-impact entrepreneurship
o International entrepreneurship
o Social impact of entrepreneurship
• Applied research in Entrepreneurship
o How research ideas become business ideas
o Information necessary to start business
o Market research
o Consumer research
o Business Plan
• Academic Research Skills applied to Entrepreneurship
o Identify a gap in knowledge – a hole in the market
o Conduct a literature review – undergo market research
o Write a project proposal – creation of a business plan – SOP
o Attend lectures / conferences – networking
o Acquire funding through research grants – raise money via presenting your
idea to investors.