Research Methodology

Rasika Jayasinghe
BBUS( Int.Tourism & Hotel Mgt -AUS), MA( Tourism Econ. & Hotel Mgt-SL)
 Week 01-
Defining the Research Concept
• Introduction to research concept
• Basic features of a research
• Types of researches
• Qualitative researches
• Quantitative researches
 Content of the Research
• Chapter 01- Introduction
• Chapter 02- Literrature Review
• Chapter 03- Research Methodology
• Chapter 04-Data Analysis
• Chapter 05- Conclusion & Recommendation
 Content of Chapter 01
1.0 Introduction
1.1 Background of the Study
1.2 Problem Statement
1.3 Main Objective
1.3.1 Sub Objectives
1.4 Main Research Question
1.4.1 Sub Questions
1.5 Justification
1.6 Research method in brief
1.7 Limitation of study
1.8 Definition and terms
1.9 Summary
 Meaning of Research
• Research seeks the answer of certain questions which have not
been answered so far, and the answers depend upon human efforts.
• In common parlance, it refers to a search for knowledge.
• It is a careful investigation or inquiry specially through search for new
facts in any branch of knowledge. In this sense, it is a voyage of
discovery. We all possess the vital instinct of inquisitiveness for,
when the unknown confronts us, we wonder our inquisitiveness
makes us probe and attain full and fuller understanding of the
unknown.
• This inquisitiveness is the mother of all knowledge and the method
that we employ to obtain the knowledge that can be termed research
(Kothari, 1990)
 Definition of Research
• The term ‘research’ consists of two words:
Research: Re+ search
‘Re’ means again and again and ‘search’ means to find out
something. The following is the process:

Therefore, research means to observe the phenomena again and again from different dimensions. It is a
process of which a person observes the phenomena again and again and collects data on the basis of
data s/he draws some conclusions.
 Definition of Research
• According to Rusk
"Research is a point of a view, an attitude of inquiry or a frame of
mind. It asks questions which have hitherto not been asked, and it
seeks to answer them by following a fairly definite procedure. It is
not a mere theorizing, but rather an attempt to elicit facts and to
face them once they have been assembled.
Research is likewise not an attempt to bolster up pre-conceived
opinions, and implies a readiness to accept the conclusions to
which an inquiry leads, no matter how unwelcome they may prove.
When successful, research adds to the scientific knowledge of the
subject”.
 Definition of Research
• According to George J. Mouly
"Research is the systematic and scholarly application of the
scientific method interpreted in its broadest sense, to the solution
of social […] problems; conversely, any systematic study designed
to promote the development of social studies as a science can be
considered research”.
• According to Francis G. Cornell
“To be sure the best research is that which is reliable, verifiable,
and exhaustive, so that it provides information in which we have
confidence. The main point here is that research is, literally
speaking, a kind of human behaviour, an activity in which people
engage”.
 Definition of Research
• According to P.D. Leedy
“Research is the manner in which we solve knotty problems in an attempt to
push back the frontiers of human ignorance. Research is ultimately a way of
thinking. It is a way of looking at accumulated fact so that a collection of
data speaks to the mind of the researcher”. She has insisted on that research
has many discrete characteristics. These characteristics comprise the particular
approach to a probing for truth. These latter include the following:
• Research begins with a question in the mind of the researcher.
• Research demands the identification of a problem, stated in clear, unambiguous terms.
• Research requires a plan.
• Research deals with the main problem through appropriate sub-problems.
• Research seeks direction through appropriate hypotheses and is based upon obvious
assumption.
• Research deals with facts.
• Research is circular (Cited in Leeds, 1980).
 Objectives of Research
• The purpose of research is to discover answers to questions through
the application of scientific procedures. The main aim of research is to
find out the truth which is hidden and which has not been discovered
yet. Kothari (1990) sees that each research objectives often fall under
a number of broad groupings.
• To gain familiarity with a phenomenon or to achieve new insights into it. Studies
with this object in view are termed as exploratory or formulative research studies.
• To portray accurately the characteristics of a particular individual, situation or a
group. Studies with this object in view are known as descriptive research studies.
• To determine the frequency with which something occurs or with which it is
associated with something else. Studies with this object in view are known as
diagnostic research studies.
• To test a hypothesis of a causal relationship between variables. Studies with this
object are known as hypothesis-testing research studies
 Fundamental Objectives of Research
• Theoretical Objectives
Those researches whose objectives are theoretical aim to formulate new
theories, principles, or laws. Such type of research is exploratory because it
explains the relationships of certain variables. The researches contribute
some basic knowledge to the human knowledge.
• Factual Objectives
These researches whose objectives are factual aim to find out new facts.
This objective by nature is descriptive. These researches describe facts or
events which happened previously. Such type of research is done in history.
• Application objectives
The research having application objectives does not contribute a new
knowledge in the field of human knowledge but suggests new applications.
By application, we mean improvement and modification.
 Motivation in Research
• What makes people to undertake research is a question of
fundamental importance. The possible motives for doing
research may be either one or more of the following:
• Desire to get a research degree with its consequential benefits;
• Desire to face challenge in solving unsolved problems;
• Desire to get intellectual joy of doing more creative work;
• Desire to be of service to society;
• Desire to get respectability (Kothari, 1990).
However, this is not an exhaustive list of factors motivating people to
undertake research studies. Many more factors, such as: directives of
government, employment conditions; curiosity about new things; desire to
understand causal relationships, social thinking and awakening, and the like
may as well motivate people to perform research operation.
 General Characteristics of Research
• The following characteristics may be gathered from the
definitions of “research”:
• It gathers new knowledge or data from primary or first-hand sources.
• It places emphasis upon the discovery of general principles.
• It is an extent systematic and accurate investigation.
• It uses certain valid data gathering devices.
• It is logical and exact.
• The researcher eliminates personal feelings and preferences.
• Research is patient and unhurried activity
• Research is carefully recorded and reported.
• Conclusions and generalisations are arrived at carefully and
cautiously
 Criteria of a Good Research
• Good research is systematic: It means that research is structured
with specified steps to be taken in specified sequence in accordance with
the well-defined set of rules. Systematic characteristic of the research
does not rule out creative thinking but certainly does reject the use of
guessing and intuition in arriving at conclusions.
• Good research is logical: This implies that research is guided by the
rules of logical reasoning and the logical process of induction and
deduction are of great value in carrying out research. Introduction is the
process of reasoning from a part to the whole; whereas, deduction is the
process of reasoning from some premise. In fact, logical reasoning makes
research more meaningful in the context of decision making.
• Good research is replicable: This characteristic allows research
results to be verified by replicating the study and thereby building a sound
basis for decisions (Kothari, 1990)
 Types of Research
1. Description Vs. Analytical
The major aim of descriptive research is description of the state of
affairs as it exits at present. In analytical research, on the other
hand, researcher has to use facts or information already available,
and analyse these to make a critical evaluation of the materials.
2. Applied Vs. Fundamental
Research can either be applied or (action) research or
fundamental (basic or pure) research. Applied research aims at
finding a solution for an immediate problem facing a society or an
organisation; whereas, fundamental research is mainly concerned
with generalisations and with the formulation of the theory
 Types of Research
3.Conceptual Vs. Empirical
Conceptual research is that related to some abstract idea(s) or
theory. It is generally used by philosophers and thinkers to develop
new concepts or reinterpret new ideas. On the other hand,
empirical research relies on experience or observation alone, often
without due regard for system or theory.
4. Other types of research
All other types of research are variations of one or more of the
above examples. Generally, these types of research are based on
either the purpose of research, or the time required to accomplish
research, or the environment in which research is done, or on the
basis of some similar factor.
 Qualitative Research
• Qualitative research involves non-numerical data, such as opinions and
literature. Examples of qualitative data may include:
• Focus groups
• Surveys
• Participant comments
• Observations
• Interviews
• Businesses often use qualitative research to determine consumer
opinions and reactions. For instance, a marketing organization may
present a new commercial to a focus group before airing it publicly to
receive feedback. The company collects nonnumerical data—the
opinions of the focus group participants—to make decisions.
 Quantitative research
• Quantitative research depends on numerical data, such as statistics
and measurements. For example, a car manufacturer may compare
the number of sales of red sedans compared to white sedans. The
research uses objective data—the sales figures for red and white
sedans—to draw conclusions.
Mixed Research
• Mixed research includes both qualitative and quantitative data. Consider
the car manufacturer comparing sedan sales. The company could also
ask car buyers to complete a survey after buying a red or white sedan
that asks how much the color impacted their decision and other opinion-
based questions.
More details: https://www.indeed.com/career-advice/career development/types-
of-research