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N DA T IO E
ARC
FOU ME T H
SE AR CH HOD
RE OLO
O LO G Y GY
ET H OD
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Chapt
er 1

December 11, 2023

 u l ea r n ?
W h at y o

Foundations of Research Methodology :

Introduction to research.
Objectives & motivations for research.
What is Research design?
Types of Research.
Introduction to Qualitative Research.
 Introduction to Quantitative Research Conceptualization.
 Business Problem.
 Problem Formulation.
 ar c h…
Rese

A careful investigation for new facts in any

branch of knowledge

Redman and Mory: Research is a systematic

effort to gain new knowledge

December 11, 2023 3

 ition
Defin

• Clifford Woody: Research-

• defining and redefining problems, formulating

hypothesis/objectives;

• collecting, organizing and evaluating data;

• making deductions and reaching conclusions;

• testing the conclusions to determine whether they

fit the formulating hypothesis/objectives.
December 11, 2023 4
 h y d o
W ?
a r ch
res e
 Desire to get a research degree along with its consequential
benefits

 Desire to face the challenge in solving the unsolved

problems

 Desire to get intellectual joy of doing some creative work

 Desire to be of service to society

 Desire to get respectability

 Directives of government, employment conditions etc.

December 11, 2023 5

Re s e a r c h
Design

Research design is a set of advance decisions

that make up the master plan specifying the
methods and procedures for collecting and
analyzing the needed information. In short it is
the blue-print of any research.

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 Research
Why Is portant?
Design Im

• Good research design is the “first rule of good research.”

• Knowledge of the needed research design allows advance planning

so that the project may be conducted in less time and typically at
a cost savings due to efficiencies gained in preplanning.

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 ec t ive s of
Obj Des ig n
Resear c h

• To gain background information and to develop

hypotheses

• To measure the state of a variable of interest

• To test hypotheses that specify the

relationships between two or more variables

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 Desig n :
Research
n
A Cautio

• In many cases, research is an iterative process.

• By conducting one research project, we learn that we may

need additional research, which may result in using multiple
research designs.

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 isio ns ….
The dec
 desig n –
Research s
e p h ase
Th
Types of Designs
Research

Exploratory

Descriptive

Causal – (Diagnostic or Experimental)

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 A n al y t ics
Data r ch
Res e a
and
 p l o ra t o r y
Ex
R es e a r c h

• Exploratory research is usually conducted at the

outset of research projects.

• It is usually conducted when the researcher does

not know much about the problems.

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 xp l o ratory
E
Uses of
Research

• Gain background information

• Define terms

• Clarify problems and hypothesis

• Establish research priorities

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 ry
Explorato Methods
Research

 Secondary data analysis: the process of searching for

interpreting existing information relevant to the research
topic

 Experience surveys: refer to gathering information from

those to be knowledgeable on the issues relevant to the
research problem
 Key-informant technique: gathering information from those thought
to be knowledgeable on the issues relevant to the problem

 Lead-user survey: used to acquire information from lead users of a

new technology 16
 x p l orato ry
E M e th ods
Researc h

• Case analysis: a review of available information about a

former situation(s) that has some similarities to the current
research problem

• Focus groups: small groups brought together and guided by a

moderator through an unstructured, spontaneous discussion
for the purpose of gaining information relevant to the
research problem

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 Ex pl o r a tory
ns of
Limitatio rch Design
Resea
 s c r i p t i v e
De
R es e a r c h

• Descriptive research is undertaken to describe answers to

questions of who, what, where, when, and how.

• It is desirable when we wish to project a study’s findings to a

larger population, if the study’s sample is representative.

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 Re se a rch
ve
Descripti ions
l a ssif ic at
C

Cross-sectional studies
Longitudinal studies

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 esc r ip t ive
D S t ud ies
Resear c h

• Cross-sectional studies measure units from a sample of the

population at only one point in time (or “snapshot”).
• Sample surveys are cross-sectional studies whose samples are
drawn in such a way as to be representative of a specific
population.

• These studies are usually presented with a margin of error.

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 esc r ip t ive
D S t ud ies
Resear c h

• Longitudinal studies repeatedly measure the same sample

units of a population over time.

• Since they involve multiple measurements over time, they are

often described as “movies” of the population.

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 e c tio n a l Vs
Cross S al Studies
n
Longitudi
 esc r ip t ive
D S t ud ies
Resear c h

• Continuous panels ask panel members the same

questions on each panel measurement.

• Discontinuous panels vary questions from one panel

measurement to the next.
• These are sometimes referred to as omnibus panels
(omnibus meaning “including or covering many things or
classes”).
4-
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 n t i n u o u s
D i sc o
P an e ls
Discontinuous panels are demographically matched
to some larger entity, implying representativeness.

Discontinuous panels represent sources of

information that may be quickly accessed for a
wide variety of purposes.

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 tin uo u s
Con
P a n el s

• Brand-switching studies: studies examining how

many consumers switched brands

• Market-tracking studies: those that measure some

variable(s) of interest—such as market share or
unit sales—over time

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29
30
 tat ions
Limi
 esear c h
Causal R

 Causality may be thought of as understanding a phenomenon in

terms of conditional statements of the form “If X, then Y.”

 Causal relationships are often determined by the use of
experiments.

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 im ent s
Exper

• An experiment is defined as manipulating an

independent variable to see how it affects a
dependent variable while also controlling the
effects of additional extraneous variables.

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 p en d en t
In de
Variable
• Independent variables are those variables that the
researcher has control over and wishes to manipulate
—the 4 P’s.
• Examples are level of ad expenditure, Salary structure, type of ad
appeal, display location, method of compensating salespersons,
price, and type of product.

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 Variabl es
ep en dent
D

• Dependent variables are those variables that we have little

or no direct control over but a strong interest in changing.

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 t r a n eo u s
Ex
Variables

Extraneous variables are those variables that may

have some effect on a dependent variable yet are not
independent variables.

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 ri m en t a l
E x pe
Design

• Experimental design is a procedure for devising an

experimental setting such that a change in a dependent
variable may be attributed solely to the change in an
independent variable.

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Example : Retail Store Experiment

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 y mb o l s of
S
n tal De sign
Experime

• O = measurement, or observation, of a dependent

variable
• X = manipulation, or change, of an independent
variable
• R= random assignment of subjects to
experimental and control groups
• E= experimental effect (change in the dependent
variable due to the independent variable)

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 t es t a n d
Pre
Posttest
• Pretest refers to the measurement of the dependent variable
taken prior to changing the independent variable.

• Posttest refers to measuring the dependent variable after

changing the independent variable.

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 ri m en t a l
E x pe
Design

• A “true” experimental design: isolates the effects of

the independent variable on the dependent variable while
controlling for the effects of any extraneous variables.

• Quasi-experimental design: ones that do not properly

control for the effects of extraneous variables on our
dependent variable.

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 ri m en t a l
E x pe
Design
• Before-after with control group design may be
achieved by randomly dividing subjects of the
experiment in two groups:
• The control group

• The experimental group

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 erim ent al
Exp
Design

• Control group: control of extraneous variables

typically achieved by the use of a second group of
subjects

• Experimental group: the group that has been

exposed to a change in the independent variable

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 al id A r e
How V t s?
rim e n
Ex pe

• An experiment is valid if the following are

true:
• The observed change in the dependent variable
is due to the independent variable.
• The results of the experiment apply to the “real
world” outside the experimental setting.
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 al id ar e
How V t s?
rim e n
Expe

Two forms of validity are used to assess the validity

of an experiment:
Internal validity is concerned with the extent to which
the change in the dependent variable is actually due to the
change in the independent variable.
External validity refers to the extent that the
relationship observed between the independent and
dependent variables during the experiment is generalizable
to the “real world.” 45
Types of ts
p erim en
Ex

• Laboratory experiments are those in which

the independent variable is manipulated and
measures of the dependent variable are taken
in a contrived, artificial setting for the
purpose of controlling the many possible
extraneous variables that may affect the
dependent variable.
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T y p es o f
e ri m e n t s
Exp

• Field experiments are those in which

the independent variables are
manipulated and the measurements of
the dependent variable are made on test
units in their natural setting.

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 esear c h
iag n o st ic r
D

X Causes Y
39
 R e se a rch
c
Diagnosti
h e P ro c ess
– T