RESEARCH METHODOLOGY
MODULE 2
Module 2 Syllabus
2.1The management research question hierarchyResearch process problems
2.2The Favoured technique syndrome2.3Problem definition2.4Designing the study2.5Sampling design2.6Resource allocation and budgets2.7Valuing research information2.8Research proposal2.9Pilot testing2.10 Data collection2.11 Analysis and interpretation2.12 Reporting the results2.13 Ethics in research
THE RESEARCH PROCESS
2.1 The Management-ResearchQuestion Hierarchy
1. Management Dilemma
2. Management Questions
3. Research Questions
4. Investigative Questions
5. Measurement Questions
6. Management Decision
Working with the Hierarchy Management Dilemma
The symptom of an actual problem Not difficult to identify a dilemma,
however choosing one to focus on may be difficult
Working with the Hierarchy Management Question Categories
Choice of purposes or objective Generation and evaluation of solutions Troubleshooting or control situation
Working with the Hierarchy
Fine tune the research question Examine concepts and constructs Break research questions into specific second-
and-third-level questions Verify hypotheses with quality tests Determine what evidence answers the various
questions and hypothesis Set the scope of your study
Working with the Hierarchy
Investigative Questions Questions the researcher must answer to
satisfactorily arrive at a conclusion about the research question
Working with the Hierarchy
Measurement Questions The questions we actually ask or extract
from respondents
Other Processes in the Hierarchy Exploration
Recent developments Predictions by informed figures
about the prospects of the technology
Identification of those involved in the area
Accounts of successful ventures and failures by others in the field
THE LANDMARKCASE
LANDMARK
Pioneered the concept of family centric multi-product Leisure stores
Offers a vast assortment of books, music, movies and stationery
Presently has 5 physical stores and an online store
Current revenue levels of approximately Rs. 80 crores
Commenced its operation in 1987 at Apex plaza, Nungambakkam, Chennai with a floor space of 5500 sqft.
In December 1996, the Chennai store underwent renovation and was expanded to 12,000 sq. ft by taking up the adjacent facility.
With the expansion in space Landmark also added a new product line viz., music, the first of its kind with open displays, listening stations etc.
The store today sells toys, gift items and home products apart from Books, music, stationery and greeting cards.
Landmark opened its store in 1999 in Calcutta on a 5500 sq.ft. selling area located in Emami Shoppers City, Lord Sinha Road.
Landmark in 2001 set up its flagship stores of 37000 sqft own property at Spencers plaza, Chennai
2003 witnessed opening of shop at Hotel Residency Towers, Chennai.
Landmark opened its largest store in Feb 2004 in a leased premises in Bangalore's premier shopping mall "The Forum".
Corporate Philosophy Supply creates Demand - Firm Belief of the
Management at Landmark. Brand to promise Product quality - All products
are subjected to religious quality checks. Constant Innovation and path breaking actions -
Landmark has since its inception been the first mover to adopt any path breaking technologies.
Constant enhancement of customer experience - Make Shopping an Entertainment - Warm and friendly experience for customer.
Continuously nurture and develop strong supplier / vendor relationship.
Management Dilemma
Does Landmark enjoy a loyal customer base?
Management Question
Does satisfaction exist?
Does quality exist?
Is it a preferred Store?
Is there competition?
Research Questions
Level of customer satisfaction?Level of service quality?Expectation versus perception?Improve service quality &
satisfaction?Ensure loyalty?
Methodology Highlights Descriptive Research Design Non-probability Sampling – Judgement /
Purposive / Deliberate Data Collection Method: Survey Data Collection Instrument: Structured
Questionnaire Location: Nungambakkam Store Sample Size: 300
Limitations / Assumptions Restricted to the Nungambakkam branch in
the city of Chennai due to time and cost constraints
Findings cannot be extrapolated for other branches across the country.
Focused on customer satisfaction and quality only
May be changes in the service sector environment in the future which in turn may influence changes in service levels and customer perceptions and expectations.
Investigative Questions Types of stores visited? Popular stores? Frequency of visits to such stores? Frequency of visits to Landmark? Frequently bought items? Sections visited in the store?
Investigative Questions Ratings for Service attributes? –
Measurable attributes? How does Landmark differ from other
stores? – USP? Suggestions for improvement? Demographic profile?
Measurement Questions Ambient conditions such as
temperature, ventilation, noise and odour prevailing in the premises
Physical layout of the various sections
Cleanliness Visually appealing signs,
symbols, advertisement boards other artefacts
Neat and professional appearance of employees
Measurement Questions Providing service as promised
Effectiveness of employees’ skills and ability (critical incidents)
Apprising customers of the nature and schedule of services
Willingness to help customers Readiness to respond to
customers’ requests Use of customer feedback to
improve service standards
Measurement Questions Courtesy shown by staff
Provision of reliable information Standardised & simplified delivery
process Technological capability -
computerisation, networking, etc. Adequate personnel for good
customer service Adequate facilities for good
customer service
Measurement Questions Diversity and range of goods /
services Service innovation – (offers, tie-
ups, promotional campaigns, etc.) Convenience of operating hours
and days Equal treatment to all customers Service transcendence (delight) –
giving customers more than what they expect
Quality service at a reasonable cost
Measurement Questions AGE GENDER OCCUPATION: Industry (Product
/ Service), Not Working, Government (Central / State), Self Employed, Retired (Voluntary / Superannuation)
AVERAGE MONTHLY PERSONAL INCOME:Upto Rs. 10,000 ; Rs. 10,001 – Rs. 20,000 ; Above Rs. 20,000 ; No income
2.2 Research Process Problems
Research Process Problems -1 The Favored Technique Syndrome
- Some researchers are method-bound- They convert the management question so
that it fits their favourite methodology- Could be a survey, case study, experiment- Researchers who are experts in one method
are blinded by their special skills
Research Process Problems -2 Company Database Strip-Mining
- Presence of info or database could distract a manager
- They feel that research is an expense and not an inestment
- Each database is created for a specific reason- May not be compatible for current management
question
Research Process Problems -3 Unresearchable Questions
- Not all management questions can be researched
- Not all research questions are answerable- Many questions cannot be answered on the
basis of info alone
Research Process Problems -4 Ill-Defined Management Problems
- Some problems are complex, value-based, bound by constraints
- May have too many interrelated factors to be measured and handled accurately
- Methods may not exist or invented methods may not supply adequate info
Research Process Problems -5 Politically Motivated Research
- Manager’s motivation may not be obvious- Aim is to win approval for a manager’s pet
idea- Just authorised to avoid criticism later
2.4 PROBLEM DEFINITION
Refer Module 1
2.5 Designing the Study Select a research design from the large
variety of methods, techniques, procedures, protocols, and sampling plans
Research design is a blueprint for fulfilling objectives and answering questions
Type of study? Type of data collection method? Type of data collection instrument? Time frame? Structure of instrument? Type of questions? Training for enumerators? Sampling required?...........
2.6 SAMPLING DESIGN
Sampling Method (Probability Methods or Non-Probability Methods)
Population Frame Size (Use appropriate Formulae)
2.7 Resource Allocation & Budgets Guides to plan a budget
Project planning Data gathering Analysis, interpretation, and reporting
Types of budgeting Rule-of-thumb Departmental or functional area Task
Rule-of-Thumb Budgeting
Involves taking a fixed percentage of some criterion
Departmental of Functional Area Budgeting
Allocates a portion of total expenditure in the unit to research activities
Task Budgeting
Selects specific research projects to support on an ad-hoc basis
2.8 Evaluation Methods
Ex Post Facto Evaluation
Prior or Interim Evaluation Option Analysis Decision Theory
Ex Post Facto Evaluation
Sometimes correct decisions are made without the benefit of research information
Cost-benefit analysis is good even though analysis may a bit late
Perhaps helps managers for future research projects
Prior or Interim Evaluation
Thorough Management audit of operations in a company
Possibly conduct audit in stages and review costs and benefits at the end of each stage
Decide on continuation
Option Analysis
Availability of alternatives Formal analysis of each alternatives Costs can be estimated Benefits approximately predicted
Decision theory Decision variable
Decision rule
2.9 Research Proposal
Statement of the research question Brief description of research
methodology
Purpose of the Research Proposal
To present the question to be researched and its importance
To discuss the research efforts of others who have worked on related questions
To suggest the data necessary for solving the question
The Research Sponsor
All research has a sponsor in one form or another:
In a corporate setting, management sponsors research
In an academic environment, the student is responsible to the class instructor
What are the Benefits of the Proposal to a Researcher? Allows the researcher to plan and review
the project’s steps Serves as a guide throughout the
investigation Forces time and budget estimates
Types of Research Proposals
Internal External
Proposal Complexity
3 levels of complexity: The exploratory study is used for the
most simple proposals The small-scale study is more complex
and common in business The large-scale professional study is the
most complex, costing more
How to Structure the Research Proposal?
Create proposal modules Put together various modules to
tailor your proposal to the intended audience
Research question (revise) Budget & Value Estimation (Discard if
costs exceeds value) Develop research proposal Obtain Budget & design approval (revise
or reject) Execute research designs if approval is
given
Flowchart
Modules in a Research Proposal Executive Summary Problem Statement Research Objectives Literature Review Importance of the Study Research Design Data Analysis Nature and Form of Results
Qualifications of Researcher Budget Schedule Facilities and Special Resources Project Management Bibliography Appendices
What to include in the Appendices? A glossary of concepts, constructs, and
definitions Samples of the measurement instrument Other materials that reinforce the body of the
proposal
Evaluating the Research Proposal
Proposal must be neatly written in appropriate writing style
Major topics should be easily found and logically organized
Proposal must meet specific guidelines set by the sponsor
Technical writing style must be clearly understood and explained
2.10 PILOT TESTING
A trail collection of data to detect weaknesses in design and instrumentation and provide proxy data for selection of a probability sample (pre-testing)
2.11 Data Collection
Characterized by abstractness verifiability elusiveness closeness to the phenomenon
Types Secondary data Primary data
2.12 ANALYSIS AND INTERPRETATION
Univariate Analysis Bivariate Analysis Multivariate Analysis Tables Figures Pictograms Cartograms Statistical Presentation Techniques Statistical tests
2.13 REPORTING THE RESULTS Executive summary Overview of the research Implementation strategies for the
recommendations Technical appendix
2.14 ETHICS IN BUSINESS RESEARCH
What are Research Ethics?
Ethics are norms or standards of behavior that guide moral choices about our behavior and our relationships with others
The goal is to ensure that no one is harmed or suffers adverse consequences from research activities
Ethical Treatment of Participants Begin data collection by explaining to
the participant the benefits expected from the research
Explain to the participants that their rights and well-being will be adequately protected, and say how this will be done
Be certain that interviewers obtain the informed consent of the participant
Deception The participant is told only part of the truth
or when the truth is fully compromised To prevent biasing the participants before
the survey or experiment To protect the confidentiality of a third
party
Issues Related to Protecting Participants
Informed consent Debriefing Right to Privacy/Confidentiality Data Collection in Cyberspace
Ethical Issues related to the Client
Sponsor non-disclosure Purpose non-disclosure Findings non-disclosure Right to quality research
Ethics Related to Sponsor Sometimes researchers will be asked by
sponsors to participate in unethical behavior. To avoid coercion by sponsor the researcher
should: Educate sponsor to the purpose of research Explain researcher’s role Explain how distortion of the truth leads to
future problems If necessary, terminate relationship with
sponsor
Ethical Issues related to Researchers and Team Members
Safety
Ethical behavior of assistants
Protection of anonymity