Research Methodology - .pptxLiterature review.pptx
1.
NGUYEN LE TAM,MA
RESEARCH
METHODOLOGY
THEORY AND IMPLEMENTATION
2.
WHAT IS RESEARCH?
Merriam-Webster
Researchis a careful study that
is done to find and report new
knowledge about something. It
is the activity of getting
information about a subject.
OECD (2002) Frascati Manual.
Research comprises “creative work undertaken on a
systematic basis in order to increase the stock of
knowledge, including knowledge of man, culture and
society, and the use of this stock of knowledge to
devise new applications .
Martyn Shuttleworth.
In the broadest sense of the
word, the definition of research
includes any gathering of data,
information and facts for the
advancement of knowledge.
Creswell.
“Research is a process of steps used to collect and
analyze information to increase our understanding of
a topic or issue”. It consists of three steps: Pose a
question, collect data to answer the question, and
present an answer to the question.
3.
Research is thesystematic
process of collecting and
analyzing information (data) in
order to increase our
understanding of the
phenomenon with which we are
concerned or interested.
WHAT IS RESEARCH?
Research involves three main
stages:
1. planning (research design)
2. data collection
3. analysis
Research’s purposes
• Discover or build something
new
• Resolve new or current issues
• Demonstrate new
concepts
• Develop new theories or
test existing
theories/knowledge
Describe a current
phenomenonthat many
individuals are concerned
about
Action research
Applied/practical/empirical
research
Basic/fundamental research
Propose decisions
Clarify results
Primarily concerned with a specific
present issue or demand and rarely
seeks to provide long-term
explanations.
• Research to increase agricultural productivity
• Research on curing or treating a certain
illness
• Research on improving energy efficiency in
homes, offices, or transportation
• Research to measure household living
standards.
• Research to measure the television audience
• Testing generalized theories for how
phenomena around us work.
• More common in academia.
• The research findings may not be
commercially valuable.
• Research on the creation of the universe
• Research on the structure of protons, neutrons, and
electrons
• Research on the genetic code of fruitflies
6.
Surveys, experiments, andcontent analysis are
mostly used to collect data that may be quantified
or represented numerically.
Quantitative research
Qualitative research
This approach is concerned with
trying to quantify things as it asks
questions such as ‘how long’, ‘how
many’ or ‘the degree to which’. It
quantify data and generalize results
from a sample of the population of
interest.
Mathematical/statistical models, theories, and
hypotheses related to the research phenomena are
applied
Data collection methods include:
• Face-to-face interviews
• Telephone interviews
• Longitudinal studies
• Website interceptors/online polls
• Systematic observations
This approach is concerned with the quality of
information as it attempt to gain an
understanding of the underlying reasons and
motivations for actions. It provides insights into
the setting of a problem, generating ideas
and/or hypotheses.
Provide summaries and conclusions that are
not based on numbers.
Based on an analysis of unstructured data,
such as interview transcripts and
interpretations, responses to open-ended
questions, letters, diaries, feedback forms,
• Interviews, questionnaires, and observations
are often used to conduct research.
7.
Criteria
Ai
m
Purpose
Tools
Data collection
Output
Sample
Approach
Researcher
role
Analysis
Qualitative research
Theaim of this approach is to have a complete,
detailed description of what is observed
Contextualization, interpretation,
understanding perspectives.
Researcher is the data gathering instrument.
Ustructured
Data is in form of words, pictures, or
objects.
Usually a small number of non- representative
cases. Respondents are selected based from
their experience.
The approach is subjective which individual's
interpretation of events or facts
Researcher tends to become subjectively
immersed in the subject matter
Statistica
l
Quantitative research
The aim of this approach is to count things in an
attempt to explain what is observed
Generalization, prediction, causal
explanations
Researcher uses tools, such as surveys to
collect numerical data.
Structured
Data is in form of numbers and statistics
Usually a large number of cases representing the
population of interest
The approach is objective which seeks precise
measurement and analysis.
Researcher tends to remain objectively separated
from the subject matter
Interpretative
8.
Syndicated research
Customized research
Amarket research firm conducts independent
research, publishes it, and sells it. The market
research firm uses its industry knowledge and
experience to decide the subject and scope of the
study, including the questions answered and the
demographics targeted, and then distributes the
results and analysis to different clients.
One of the primary advantages of
syndicated research is cost-
effectiveness. Because the same
research results are acquired by
various organizations, the expense
of conducting the study is shared
among them.
• Measure TV audiences, radio listeners,
newspaper readers, and the internet.
• Collect statistics on media content,
including innovative advertising, spot
placement, advertising content, and prices.
Customized research is produced and paid
particularly for a single client company, and
the results are exclusive to the client. The
research is designed, carried out, and analyzed
to answer specific questions and achieve
certain business goals.
Custom research typically involves a
higher level of customization and
collaboration between the research firm
and the client, which can result in higher
costs.
Data might be collected using surveys, interviews, focus
groups, or other means, and the results are evaluated to
produce insights related to the client's unique business
9.
Descriptive research
Correlational research
Aresearch method involves observing
behavior to describe attributes objectively
and systematically.
A descriptive research project seeks to
comprehend phenomena or groups in
depth.
Descriptive research is carried out
using three methods:
• Case studies
• Surveys
• Naturalistic Observation
• Research has been done to know if cancer
and marriage are related.
A research describes and predicts how
variables are naturally related in the real
world without the researcher attempting
to alter them or assign causation
between them.
Correlational research also uses naturalistic
observation to collect data. However, in
addition, it uses archival data to gather
information. Archival data is collected from
previously conducted research of a similar
nature. Archival data is collected through
primary research.
• Research was done to obtain
information on the hospitality industry’s
most widely used employee motivation
tools.
10.
Primary
Research
Secondary
Research
The primary researchdefinition refers to
research that has involved the collection of
original data specific to a particular topic.
This type of research is often carried out with
the goal of producing new knowledge,
which is why primary research is also
referred to as original research. By doing
primary research, researchers aim to answer
questions that haven’t been answered or
even asked before.
Secondary research is the summary or
synthesis of already organized and
published data and literature. Secondary
research involves using and analyzing
data from primary research sources.
Methods: Surveys, Interviews,
Observation, Data analysis, Focus groups
Methods: Systematic review (review
existing literature and studies on a certain
topic through systematic methods,
appraising all available studies to
Primary
Research
Secondary
Research
Data is collectedby the
researcher themselves
Data is collected by other
researchers
Based on raw
data
Based on data that has been
previously analyzed
High level of involvement from the
researcher
Low level of involvement from the
researcher
Data collected fits the researcher’s
needs
Existing data may or may not fit
the researcher’s requirements
Expensive, time-consuming Fast, low-cost
13.
RESEARCH PROCESS
Defining
the
research
problem
Review of
literature
Formulationof
Hypotheses
Research
design
Gathering
of data
Analyze the
data
gathered
and test the
defined
hypotheses
Interpretatio
n of findings
and
conclusions
The research problem defines the
objective of the research. It is an
statement about an area of concern, a
condition to be improved upon, a
difficulty to be eliminated, or a troubling
question that exists in scholarly
literature, in theory, or in practice that
points to the need for meaningful
understanding and deliberate
investigation.
The research literature consists of the
articles, and books written by previous
authorities giving theories, ideas,
opinions and experiences of what is
good and bad, the desirable and
undesirable within the research
It is optional and varies from
research to research. An hypothesis
can be testing a concept or it can
be developed as a result of study.
This process identifies the
instrumentation,
statistical tools, and data
gathering techniques
needed in conducting the
research.
The collection of data
which are needed to be
analyzed.
The result of this
process varies from
the instrumentation
and statistical tools
used. The findings of
the research is
derived from this
process.
This answers the
problem defined in
the first step.
