Practical Research
11th edition, Global Edition
Paul D. Leedy & Jeanne Ellis Ormrod
Module 1
The Nature and
Tools of Research
Amr Sukkar
PhD, [Link], MBA
[Link]
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• Name
• Position
• Hobbies and interests
• I decided to start my
R.M Course journey
because ---
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Grading policy
The assignment consists of two parts.
• In part one, you (as a group) will be asked to evaluate and
present parts of a sample research paper written by somebody
else.
• In the second part, you (individual) are invited to draft a rough
plan for your own research proposal
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What is Business Research?
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Intro to Research
Methods
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What is Research?
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Research is:
• Simply, the process of finding
solutions to a problem after
thorough study and analysis of the
situational factors.
• It contributes to a body of
science.
• It follows the scientific methods.
• A movement from unknown to
known.
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Research is:
• “Organized, systematic, data-based, critical,
objective, scientific inquiry or investigation into a
specific problem, undertaken with the purpose or
finding answers or solution to it.”
Uma Sakaran
• Research is a scientific and systematized effort to gain
new knowledge which ultimately provides the solution
for a practical or intellectual problem under
consideration.
• Research is an original contribution to the existing
stock of knowledge for its advancement.
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Research is:
• A systematic process of
▪ Define Problem
▪ Collecting
▪ Analyzing
▪ Interpreting information (data)
• Goal: increase understanding of a
phenomenon about which we are
interested or concerned
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Research is:
• Research is a question of what,
why and how ?
What - What we observe? (Reality Vs.
Expectation)
Why - Why the problem occurred?
(Development of hypothesizes)
How - How do we answer the question of
“why”? (Methodology)
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Science may be natural or social
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Science may be natural or social
Natural Social
Very Precise Varies
Example Questions Example Questions
• How does that tree grow ? • Why are people marrying
• What is the effect of later in life
sunlight on plant ? • Why do some people get
tattoos ?
Study the Physical Study the human
world behavior
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Examples 5 questions for social
Science
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What is Business Research?
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What is Business Research?
• A systematic Inquiry whose
objective is to provide
information to solve
managerial problems.
17 Saunders, Lewis and Thornhill, Research Methods for Business Students, 5th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009
BUSINESS RESEARCH DEFINED
• Business research is the application of
the scientific method in searching for
the truth about business phenomena.
• The process includes:
• problem definition
• searching for and collecting
information
• analyzing data
• Model , idea and theory
development
• communicating the findings
and their implications
Saunders, Lewis and Thornhill, Research Methods for Business Students, 5th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009
What is Business Research?
• Re s e a r c h i n t h e P r o d u c t i o n , F i n a n c e ,
Marketing or Management areas of a for-profit
corporation or a non-for-profit corporation are
qualified to be business research.
• Business research helps Managers to shift
from intuitive information gathering to
systematic and objective decision
investigation.
• The task of business research is to generate
accurate information for use in decision
making. (what is the decision making
process)
Saunders, Lewis and Thornhill, Research Methods for Business Students, 5th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009
Why Study Research?
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Practical Research: Planning and Design, 11/e, GE Copyright © 2016 Pearson Education, Ltd.
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Why Study Research?
Research provides you with
the knowledge and skills
needed for the decision-
making environment.
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The Value of Acquiring Research
Skills
• To gather more information before
selecting a course of action
• To do a high-level research study
• To understand research design
• To evaluate and resolve a current
management dilemma
• To establish a career as a research
specialist
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WHY MANAGERS SHOULD
KNOW ABOUT RESEARCH
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WHY MANAGERS SHOULD KNOW
ABOUT RESEARCH
• Being knowledgeable about research and research
methods helps professional managers to:
◦Identify and effectively solve problems in the
work setting.
◦Know how to discriminate good from bad research.
◦Relate to hired researchers and consultants more
effectively.
◦Appreciate the multiple influences and effects of
factors impinging on a management or business
situation.
◦Take calculated risks in decision making.
◦Combine experience with scientific knowledge
while making decisions.
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Why Managers need Better
Information
(what is Management)
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Why Managers need Better
Information
• Global and domestic competition is
more dynamic
• External unstable Environment and
disruptions
• Internal organization problems or needs
to development
• Organizations are increasingly practicing
data mining and data warehousing
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Why Managers need Better
Information
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Data , Information , Knowledge
and Wisdom
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Why Managers need Better
Information
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The Manager-Researcher
Relationship
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The Manager-Researcher
Relationship
• Manager’s obligations
– Specify problems
– Provide adequate background information
• Researcher’s obligations
– Develop a creative research design
– Provide answers to important business
questions
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Manager-Researcher Conflicts
• Management’s limited exposure to
research
• Some Managers sees researcher as
threat to personal status
• Researcher has to consider corporate
culture and political situations
• Researcher’s isolation from managers
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APPLIED AND BASIC
BUSINESS Science
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Basic Vs. Applied
• Basic Sciences : Also Called Pure Sciences
– that explains the most basic objects,
forces and variable relationship between
them and laws governing them.
• Applied Sciences: Also Called Practical
Sciences – apply the scientific knowledge
from basic sciences.
39 Saunders, Lewis and Thornhill, Research Methods for Business Students, 5th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009
Years of work Experiences ----- Studying MBA
Business School
The results ------ STP Model and Promotional
Activities
Practical Research: Planning and Design, 11/e, GE Copyright © 2016 Pearson Education, Ltd.
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Practical Research: Planning and Design, 11/e, GE Copyright © 2016 Pearson Education, Ltd.
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BASIC BUSINESS RESEARCH
(ALSO CALLED PURE RESEARCH)
• Conducted without a specific decision in mind
that usually does not address the needs of a
specific organization.
Attempts to expand the limits of
knowledge in general.
Not aimed at solving a pragmatic
problem.
• Example:
Does flexible time attendance for
employees with a company, influence
productivity?
42 Saunders, Lewis and Thornhill, Research Methods for Business Students, 5th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009
Applied BUSINESS RESEARCH
(ALSO CALLED PURE RESEARCH)
• Conducted to address a specific
business decision for a specific firm or
organization.
• Example:
Should Temmy's change its
products’ packaging as it faces
a sever declining in sales?
43 Saunders, Lewis and Thornhill, Research Methods for Business Students, 5th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009
BASIC BUSINESS RESEARCH
(ALSO CALLED PURE RESEARCH)
• Basic Research: Research done with the intention to
generate more knowledge and understanding of the
phenomena that occur and to build theories based
on the research results.
• Applied Research: Research done with the intention
of applying the results of its finding for solving
specific problems currently being experienced in the
organization.
Both types of research follow the same steps of
systematic inquiry to arrive at solutions to
problems.
Saunders, Lewis and Thornhill, Research Methods for Business Students, 5th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009
44
Research is a cyclical process
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Research is a cyclical process
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Iterative Steps
• Identify a question or problem
• Articulate a goal
• Divide the principal problem into more
manageable subproblems
• Identify hypotheses and assumptions
• Develop a plan
• Collect, organize, and analyze data
• Interpret the data as they relate to the
problem
Practical Research: Planning and Design, 11/e, GE Copyright © 2016 Pearson Education, Ltd.
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Practical Research: Planning and Design, 11/e, GE Copyright © 2016 Pearson Education, Ltd.
Leedy & Ormrod All Rights Reserved
Practical Research: Planning and Design, 11/e, GE Copyright © 2016 Pearson Education, Ltd.
Leedy & Ormrod All Rights Reserved
Iterative Steps
• Identify a problem
• Identify a research question
• Articulate a goal
• Divide the principal problem into more
manageable subproblems
• Identify hypotheses
• Natural or Social research ?
• Basic or Applied Research ?
Practical Research: Planning and Design, 11/e, GE Copyright © 2016 Pearson Education, Ltd.
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What is Good Research?
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What is Good Research?
• Following the standards of the scientific
method
– Purpose clearly defined
– Research process detailed
– Research design thoroughly planned
– Limitations frankly revealed
– High ethical standards applied
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What is Good Research? (cont.)
• Following the standards of the scientific
method (cont.)
– Adequate analysis for decision-
maker’s needs
– Findings presented clear
– Conclusions justified
– Researcher’s experience reflected
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When Research Should be Avoided
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When Research Should be Avoided
• When information cannot be applied to
a critical managerial decision
• When managerial decision involves
little risk (probability Matrix)
• When management has insufficient
resources to conduct a study
• When the cost of the study outweighs
the level of risk of the decision
Practical Research: Planning and Design, 11/e, GE Copyright © 2016 Pearson Education, Ltd.
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Determining When to Conduct Business
Research
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Examples of Research Areas
in Business
• Absenteeism
• Turnover
• Communication
• Motivation
• Consumer decision making
• Customer satisfaction
• Accounting procedures
• Behavioral finance
• SMEs problems and effects on economies
• Entrepreneurship ecosystem
58 Saunders, Lewis and Thornhill, Research Methods for Business Students, 5th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009
Ask your self
• Research Area in Business
• Initial Problem / Gap
• The availability of the data and your ability
to access
• Benefits Vs Cost
• Basic or Applied research
Practical Research: Planning and Design, 11/e, GE Copyright © 2016 Pearson Education, Ltd.
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Amr Sukkar PhD, M Phil, MBA
You tube channel: Amr Sukkar
You tube Program: إدرجي
Email Address: amressamsukkar@[Link]
Facebook pag: Amr Sukkar
Saunders, Lewis and Thornhill, Research Methods for Business Students, 5th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009