Research Methods

What do you want to know?

What about this Course?

What can I do with this Course?

ContentContentAreaArea

ResearchableQuestions

ResearchResearchDesignDesign

MeasurementMeasurementMethodsMethods

SamplingSampling DataDataCollectionCollection

Statistical Statistical AnalysisAnalysis

ReportReportWritingWriting??

Learning Traits in this Course

PRACTICEPRACTICE what you learn, not just memorise (you’ll get lots of practice in this course)

Question the question Talk with many people Break the problem into smaller pieces Dare to be silly

Course Expectations

Listen intelligently Assess information critically Question the question Dare to be silly Simplify, simplify Participate, participate, participate

What is Research?

Consider this story: A letter was written by someone who had just

moved with her two cats from the city to a house in the country. In the city she had not let her cats outside and felt guilty about confining them. When they arrived in the country, she threw her back door open. Her two cats cautiously went to the door and looked outside for a while, then returned to the living room and lay down. Her conclusion was that people shouldn’t feel guilty about keeping their cats indoors – that even when they have the chance, cats don’t really want to play outside.

Question: What is this person error in reasoning?Question: What is this person error in reasoning?

You are camping and you go to turn on your flashlight and it doesn’t work. So what is wrong with it?

What is Research?

“…the systematic process of collecting and analyzing information (data) in order to increase our understanding of the phenomenon about which we are concerned or interested.”

(Source: Leedy P. D. and Ormrod J. E., Practical Research: Planning and Design, 7th Edition. 2001)

What is Research?

Research is simply the process of thoroughly studying and analysing the situational factors surrounding a problem in order to seek out solutions to it. Research is empirical Research should be systematic Research should be valid Research should be reliable Research can take on a variety of forms Research → READ and SEARCHREAD and SEARCH

What is NOT Research?

Research isn’t information gathering: Gathering information from resources such

books or magazines isn’t research. No contribution to new knowledge.

Research isn’t the transportation of facts: Merely transporting facts from one resource to

another doesn’t constitute research. No contribution to new knowledge although this

might make existing knowledge more accessible.

Research Characteristics

Originates with a question or problem. Requires clear articulation of a goal. Follows a specific plan or procedure. Often divides main problem into subproblems. Guided by specific problem, question, or

hypothesis. Accepts certain critical assumptions. Requires collection and interpretation of data. Cyclical (helical) in nature.

Deductive Reasoning A.k.a., Logic.

In deductive reasoning, thinking proceeds from general assumption to specific application

GENERAL GENERAL SPECIFIC SPECIFIC Aristotle and other early philosophers

Drawing conclusions through categorical syllogism. All philosophers are moral. Socrates is a philosopher.

Therefore, Socrates is moral. Resistance training makes one big and bulky by increasing

body mass. Sandi is resistance training. Therefore, Sandi will become big and bulky.

Not sufficient as a source of new truth

Inductive Reasoning

Conclusions about events (general) are based on information generated through many individual and direct observations (specific). SPECIFIC SPECIFIC GENERAL GENERAL Researchers observe an individual or group

of individuals from a larger population based on these observations, generalizations are made back to the larger population.

Deductive vs. Inductive Reasoning

Deductive: Every mammal has lungs. All rabbits are

mammals. Therefore, every rabbit has lungs.

Inductive: Every rabbit that has been observed has

lungs. Therefore, every rabbit has lungs.

Insert figure 2.1

Deductive and Inductive Reasoning

Scientific Methods in Research

Systematic; cyclic; series of logical steps. Identifying the problem Formulating a hypothesis Developing the research plan Collecting and analyzing the data Interpreting results and forming

conclusions

Scientific Methods in Research

Purposiveness Rigour Testability Replicability Accuracy Objectivity Generalisability Parsimony

Is sufficient time available before

a managerial decision

must be made?

Is the infor-mation already

on handinadequate for making

the decision?

Is the decision of considerable

strategicor tactical

importance?

Does the value of the research

informationexceed the cost of conducting

research?

ConductingResearch

Do Not Conduct Research

Time ConstraintsAvailability of

Data Nature of the DecisionBenefits vs. Costs

Yes YesYesYes

No No No No

Determining When to Conduct Research

Insert figure 2.2

Research Process

Copyright © 2003 John Wiley & Sons, Inc. Sekaran/RESEARCH 4E

Research Method Framework → Quantitative and Qualitative Research

(Source: Ruth Morton@www.mortonmail.com/.../04/research%20methods.JPG)

Topics Covered

Research Operationalization, Research Design and Scientific Process

Different Research Methods and Research Ethics Quantitative versus Qualitative Research What is Qualitative Research?

Orientations to Qualitative Research (Types) Common Techniques Used In Qualitative Research Observation Methods What to do with Qualitative Data

Topics Covered

Primary and Secondary Data Research in a Digital Age

Measurement and Scaling of Variables Attitude Measurement Conceptual Definition vs Operational Definition Scaling, Reliability and Validity

Survey Research Questionnaire Design and Development Role Play: Interviews Using A Questionnaire Role Play: Focused Group Discussion Using

Guide Questions

Topics Covered

Sampling Design and Sampling Procedures How to use SPSS?

Editing and Coding: Transforming Raw Data into Information (SPSS)

Interpretation of Data (SPSS and Qualitative Output Basic Data Analysis

Descriptive vs. Inferential Information Univariate, Bivariate and Multivariate Analysis

Presenting Insights and Findings: Written and Oral Reports Research Work Plan: Budget, Timetable, Collaboration,

etc