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Introduction to Methods in
Business Research

Qazi Subhan
M. Phil (Eco), QAU, Pak
LLM (IPR), Italy

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"The

secret of success
is to know something
nobody else knows. "
Aristotle Onassis

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Business Research
Business research is defined as the
systematic and organized efforts to
investigate a specific problem occurred
in the work setting which needs
solution.

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Objectives for the course

Knowledge
Knowledge and
and
Skills
Skills acquisition
acquisition

Personal
Personal and
and Professional
Professional
Development
Development

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Objectives for the course

Knowledge
Knowledge and
and
Skills
Skills acquisition
acquisition

Collect data
Identify problem area
Conduct interviews Analyze and interpret
Do library research
data
Develop theoretical Discuss findings and
framework
implications

Discriminate between
Formulate
hypotheses
good and bad research

Make
research
design
decisions

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Objective for the course

Personal
Personal and
and Professional
Professional
Development
Development

Self management of time,

Develop logical thinking
talents and other resources and a feel for what is
Develop communication involved in managerial
skills - oral and written
decision making
Take personal responsibility
Develop confidence in
for learning and information your competence.
seeking
Learn to handle ambiguity

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Hallmarks of Research
The main distinguishing characteristics
of research can be listed as follows
1. Purposiveness ( Purposive)
2. Rigor (Carefulness)
3. Testability
4. Replicability ( Results are not drawn by chance )
5. Precision and Confidence (Closeness of
findings to reality)
6. Objectivity ( results should be based on
facts and figures not on emotions)

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Research and Management

Definition of Research
Research is organized and systematic
inquiry or investigation which provides
information for solving a problem or
finding answers to a complex issue.
Fundamental Types of Research
Basic Research - generating scientific
knowledge for future use.
Applied Research - Undertaken to
solve existing problems.

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Steps in HypotheticoDeductive Research

1. Observation - what is happening,

why should we know more about it?
2. Preliminary information gathering
Literature survey - what have others found
out?

3. Theory formulation - What can I find

out that varies from the reported
research?
4. Hypotheses development question
5. New information gathering.

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Research Sequence
Explore
Exploresituation
situation
identify
identifyproblem
problem
exists
exists

Decide
Decidenext
nextsteps
steps
Implement
Implementor
or
more
moreresearch.
research.

Develop
Develop
research
research
design
design

Collect
Collectdata
data

Analyse
Analysedata
data
Interpret
Interpretresults
results
Evaluate
Evaluateresults
results
see
seeififresearch
research
questions
questionshas
hasbeen
been
answered
answered

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The Research Proposal

Maze (Puzzle)

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How to find a topic

Stage

1 - Find something you are

interested in.
Stage 2 - You have a topic?? right that was easy.
Stage 3 - Refine the topic. Is it
the right topic for you? Is it
achievable?
Start reading.
Stage 4 - Write the proposal (now
things
are becoming hot).

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Writing the proposal

1. More reading.
2. Yet more reading
3. Discuss with others, talk with
your supervisor, tell someone
about what you want to do.
4. Now that you are clear on the
major issues as illustrated in the
literature you can begin writing
up the literature review.

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Writing cont..
5. What about your contribution? How
are you going to conduct the research?
Who has the information, how can it be
extracted, on what basis will it be
extracted?
Having understood the major issues in
the area you are researching now
consider what you will do with this
information.
The methodology - youre getting
serious now.

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Methodology
What

is it? It is how you are

going to convince an examiner
that what you have uncovered
through your research is in fact
valid.
That is I did it this way
because... my findings can be
taken as an accurate picture of the
area because..

The Research Loop

Topic

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The Research Loop

Literature

Topic

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The Research Loop

Literature

Topic

Research

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The Research Loop

Literature

Topic

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Research

Validation of
findings

The Research Loop

Literature

Topic

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Methodology

Validation of
findings
Answer to question

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Why a researcher has to

follow the loop
You
You must
must prove
prove to
to an
an examiner
examiner that
that what
what
you
you did,
did, was
was appropriate
appropriate in
in the
the context
context of
of
what
what you
you were
were researching
researching

Unless an examiner can be convinced that th

path you followed is an appropriate one, you
results can not be taken seriously.

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The research process

Stages of the research process
Formulating

and clarifying a topic

Reviewing

the literature

Designing

the research

Collecting

data

Analysing

data

Writing

up

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The research process

Factors to be considered
The

impact of your personal feelings and beliefs

Access
Time

to data

and other resources

Validity

and reliability of the data

Ethical

issues

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How to select a topic in

Research
Your

topic is
Your topic is
Your topic is
Your topic is
guidelines
Your topic is

achievable
specific
relevant
satisfies the project
of interest to you

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Literature Review
Purpose:

To demonstrate to an
examiner that you are familiar with
current research thinking in the area.
Identify the key authors, journals, books.
Identify the key themes.
Look at references and bibliographies
attached to articles and use them as
sign posts to get more information.
Use the help provided by the librarians

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The Research Design or

Plan
Plan

what is needed - resources and

people. Does the tape recorder work?
How much time will an interview take?
Is the software or equipment available/
accessible?
Have a clear timetable for collecting
data.
Collating, analyzing and writing up take
time.
When it is enough, enough?

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Presenting Results
You

have the data now what?

How have the data been analyzed?
How will you present it?
How will you link the information
from the literature review back to
your findings?
What conclusions are you able to
reach? Are they hard conclusions,
illustrative or a single case study.

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Keeping on track
Plan-

table of contents as soon as

possible.
Chapter headings - act as sign posts for
future direction.
Keep the bibliography going.
Start writing as soon as possible - ie the
moment the proposal is accepted start
writing up the literature review.
Make sure you have set aside time
each day to write - minimum 3
hours every day.

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Evaluation Research
Evaluation

research is the formal,

objective
measurement
and
appraisal of the extent to which a
given
activity,
project,
or
program
has
achieved
its
objectives.

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Performance-monitoring
Research
Research

that regularly provides

feedback for evaluation and
control
Indicates things are or are not
going as planned
Research may be required to
explain why something went
wrong

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Determining When to Conduct

Business Research
Time

constraints
Availability of data
Nature of the decision
Benefits versus costs

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Determining When to
Conduct Business
Research
Availability of
Benefits

Time Constraints

Data

Is sufficient time
available before
a managerial
decision
must be made?

Is the information already

on hand
inadequate
for making
the decision?

No

Yes

No

Nature of the Decision vs. Costs

Yes

Is the decision
Yes
of considerable
strategic
or tactical
importance?

Does the value

of the research Yes
information
exceed the cost
of conducting
research?

No

Do Not Conduct Business Research

No

Conducting
Business
Research

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Value versus Costs

Potential

Value of a Business
Research Effort Should Exceed Its
Estimated Costs

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Value Should Exceed

Estimated Costs
Costs
Value
Decreased certainty
Increased likelihood
of a correct decision
Improved business
performance and
resulting higher
profits

Research
expenditures
Delay of business
decision and
possible disclosure
of information to
rivals
Possible erroneous
research results

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Major Topics for Research in

Business
General

Business Conditions and

Corporate Research
Financial and Accounting Research
Management and Organizational
Behavior Research
Sales and Marketing Research
Information Systems Research
Corporate Responsibility Research

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Business Research in the 21st

Century
Increased

globalization
Growth of the Internet and other
information technologies
Business Research is increasingly
global
Market knowledge is essential
A.C. Nielsen - more that 67%
international business

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Global Business Research

General

information about
country - economic conditions
and political climate
Cultural and consumer factors
Market and competitive
conditions - demand estimation

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Example of Applied
Research
((Marketing Research)

vddf

39

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Redefining Marketing
Research
The American Marketing Association

(AMA) redefined Marketing Research as:

The function which links the consumer, the

customer, and public to the marketer
through INFORMATION

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Redefining Marketing
Research
Used to identify and
define market
opportunities and
problems

Generate, refine, and

evaluate marketing
performance
Monitor marketing
performance
Improve understanding
of marketing as a
process

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Definition of Marketing
Research
Marketing
research is the systematic and objective
identification
collection
analysis
dissemination
and use of information
for the purpose of improving decision making related
to the
identification and
solution of problems and opportunities in
marketing.

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Market Research
Specifies

the
information
to address these

necessary
issues
Manages and implements
data collection process
Analyzes the results
Communicates the findings
their implications

the

and

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Classification of Marketing
Research
Problem Identification Research
Research

undertaken to help identify problems

which are not necessarily apparent on the surface
and yet exist or are likely to arise in the future.
Examples: market potential, market share, image,
market characteristics, sales analysis, forecasting
and trends research.

Problem Solving Research

Research

undertaken to help solve specific

marketing problems.
Examples: segmentation,
product, pricing, promotion and distribution
research.

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A Classification of Marketing
Research
Marketing Research

Problem
Identification Research
Market Potential Research
Market Share Research
Market Characteristics Research
Sales Analysis Research
Forecasting Research
Business Trends Research

Problem Solving
Research

Segmentation Research
Product Research
Promotion Research
Distribution Research

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Problem Solving Research

SEGMENTATION RESEARCH
Determine the basis of segmentation
Establish market potential and
responsiveness for various
segments
Select target markets
Create lifestyle profiles:
demography, media, and
product image characteristics

PRODUCT RESEARCH

Test concept

Determine optimal product design

Package tests

Product modification

Brand positioning and

repositioning

Test marketing

Control score tests

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Problem Solving Research

PROMOTIONAL RESEARCH

0.00%

APR

PRICING RESEARCH

Optimal promotional budget

Sales promotion relationship

Optimal promotional mix

Copy decisions

Media decisions

Creative advertising testing

Evaluation of advertising effectiveness

Claim substantiation

Pricing policies

Importance of price in brand selection

Product line pricing

Price elasticity of demand

Initiating and responding to price changes

$ALE

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Problem Solving Research

DISTRIBUTION RESEARCH

Determine
Types of distribution
Attitudes of channel members
Intensity of wholesale & resale
coverage
Channel margins
Location of retail and wholesale
outlets

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Research Process
Step 1: Problem Definition
Step 2: Development of an Approach to
the Problem
Step 3: Research Design Formulation
Step 4: Fieldwork or Data Collection
Step 5: Data Preparation and Analysis
Step 6: Report Preparation and
Presentation

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The Role of Marketing

Research
Customer Groups

Consumers
Employees
Shareholders
Suppliers

Uncontrollable
Environmental
Factors

Controllable
Marketing
Variables

Marketing
Research

Product
Pricing

Economy
Technology

Promotion
Distribution

Assessing
Information
Needs

Providing
Information

Marketing
Decision
Making

Marketing Managers
Market Segmentation
Target Market Selection
Marketing Programs
Performance & Control

Laws &
Regulations
Social & Cultural
Factors
Political Factors

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Marketing Research Suppliers &

Services
RESEARCH
SUPPLIERS

INTERNAL

FULL SERVICE
Syndicate
Services
Standardized
Services

Internet
Services
Customiz
ed
Services

EXTERNAL

LIMITED SERVICE
Branded
Products
and Services

Field
Services
Coding and
Data Entry
Services

Analytical
Services

Data
Analysis
Services

What Do You Think?

Information
Reduces
Uncertainty in
the
Business