Understanding

research
Lecture 1

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Learning objectives

• After studying this topic, you should be able to

– Explain the nature and purpose of research
– Classify different types of research
– Identify the main stages in the research process
– Understand the role of supervision
– Develop a plan for managing the project
• Independent study
– Study Chapter 1
– Other activities as set

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Defining research

• Although research is central to business and academic

activities, there is no consensus on how it should be
defined
• Research means different things to different people
• But there is general agreement that:
• Research is a systematic and methodical process of
inquiry and investigation with a view to increasing
knowledge

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 Nature of the research
• Researchers need to use appropriate methods for
collecting and analyzing research data, and that they
need to apply them rigorously
 Purpose of the research
• The general purpose of academic research is to
investigate a research question
• A research question is the specific question that the
research is designed to investigate
• It provides a focus for your research

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Knowledge

• Research increases knowledge and may

– Provide a new analysis of secondary (existing) data
– Analyse primary (original) data
– Test theory by replicating a study in a similar situation
– Test theory in a different situation, etc
• Knowledge is disseminated via the literature
– All sources of published data (articles, research reports,
books, dissertation and theses, conference papers,
government statistics, etc)
– Other people’s contribution to knowledge must be
acknowledged using the Harvard system of referencing
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Typical objectives of research

• To review and synthesize existing knowledge

• To investigate some existing situation or problem
• To provide solutions to a problem
• To explore and analyze more general issues
• To construct or create a new procedure or system
• To explain a new phenomenon
• To generate new knowledge
• A combination of any of the above

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Types of entity to investigate

• Wide range of entities of different types and sizes

– In most countries the vast majority of businesses (99%) are
small or medium-sized unincorporated entities or private
companies
– Less than 1% are large companies listed on a stock exchange
– There are also not-for-profit entities (eg charities) and public
sector organisations
• Users of business research
– Owners, managers and professional advisers: to keep up
with new ideas and developments
– Government: to develop and monitor policies
– Academics: for further research and educational purposes

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Classifying research
• Classifying research is a useful way of analysing studies
according to key characteristics
• Research can be classified according to the:
1. Purpose of the research – the reason why it was
conducted
2. Process of the research – the way in which the data were
collected and analysed
3. Outcome of the research – whether the expected
outcome is the solution to a particular problem or a more
general contribution to knowledge
4. Logic of the research – whether the research logic moves
from the general to specific or vice versa

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Classification of main types of research

Type of research Basis of classification

Exploratory, descriptive, analytical or predictive research Purpose of the research

Quantitative or Qualitative research Process of the research

Applied or basic research Outcome of the research

Deductive or inductive research Logic of the research

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Example

• The aim of your research project might be to describe a

particular business activity (purpose) by collecting
qualitative or quantitative data that are quantified and
analysed statistically (process), which will be used to
solve a business problem or for general knowledge
(outcome).
• Can be applied to previous research in your literature
review and used to describe your own study in your
proposal and later on in your dissertation

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Classifying research according to the purpose

 Exploratory research is conducted into a research problem

or issue when there are very few or no earlier studies to
which we can refer for more information about the issue or
problem.
• It is used to gain an initial understanding where there is
little or no existing knowledge
• Typical techniques used in exploratory research include
case studies, observations, historical analysis
• It rarely provides conclusive answers but offers guidance
for future research
– Eg What motivates a group of employees to increase their
productivity?
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Classifying research according to the purpose

 Descriptive research is conducted to describe

phenomena as they exist.
• It is used to identify and obtain information on
characteristics of a particular problem/issue
• Quantitative data in terms of frequencies, or mean and
standard deviations, become necessary for descriptive
studies.
• Descriptive research goes further in examining a problem
than exploratory research
– E.g. How are the employees rewarded and how are
productivity levels measured?

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Classifying research according to the purpose

 Analytical/explanatory research is a continuation of

descriptive research
• The researcher goes beyond description to establish
relationships that explain how and why
• An important element of explanatory research is
identifying and possibly controlling the variables in the
research
– Eg Is there a positive association between the rewards
given to employees and productivity level?

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Classifying research according to the purpose

 Predictive research - goes even further than explanatory

research
• Predictive research aims to generalize from the analysis
by predicting certain phenomena on the basis of
hypothesized general relationships
– Eg Which rewards predict productivity levels?

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Exercise 2. Exploratory, descriptive, analytical
or predictive studies?

1. Why have the sales of our products in the UK been so high?

2. What are our sales in the UK compared to France over the
last five years?
3. How can we improve our sales in France?
4. Why are our sales lower in Germany than in the UK or
France?
5. Will a change in packaging improve our sales in France?
6. Is it possible to identify the factors that reduce the sale of
illegal copies of our products?

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Solution 2. Exploratory, descriptive, analytical
or predictive studies?

1. Why have the sales of our products in the UK been so high?

Analytical
2. What are our sales in the UK compared to France over the
last five years? Descriptive
3. How can we improve our sales in France? Predictive
4. Why are our sales lower in Germany than in the UK or
France? Analytical
5. Will a change in packaging improve our sales in France?
Predictive
6. Is it possible to identify the factors that reduce the sale of
illegal copies of our products? Exploratory

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Classifying research according to the process

• Quantitative approach – focus is on measuring

phenomena and analysing quantitative research data
using objective, statistical methods to gain understanding
– Eg What is the absentee rate among a particular group of
employees?

• Qualitative approach – focus is on examining phenomena

and analysing qualitative research data using subjective
interpretive methods
– Eg What are the feelings of employees faced with
redundancy?

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Classifying research according to the outcome

• Applied research - designed to apply its findings to

solving a specific, existing problem
– Eg How can energy be saved in a particular workplace?

• Basic research is designed to make a contribution to

general knowledge and theoretical understanding, rather
than solve a specific problem
– Eg How can business travellers be encouraged to reduce
their carbon footprints?

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Classifying research according to the logic

• Deductive research - a theoretical framework is developed

and then tested by empirical observation
– From the general to the particular
– Eg Does motivation theory explain productivity levels
among a particular group of employees?

• Inductive research - theory is developed from the

observation of empirical reality
– From the particular to the general
– Eg Productivity levels are lower in the afternoon than the
morning, so you conclude they vary with the number of
hours worked
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Exercise 3. Classifying research (delete as
appropriate)
1. A study to find out what factors made an advertising
campaign for a major client such a success is an example of
– Exploratory/ Descriptive/ Analytical/ Predictive research
2. Pilot projects are a common type of
– Exploratory/ Descriptive/ Analytical/ Predictive research
3. A study that tests relationships between variables takes a
– Quantitative/ Qualitative approach
4. A factory manager notes that productivity levels are higher
when the weather is cooler and concludes that employees
work harder in cold weather. This is an example of a
– Deductive/ Inductive process

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Solution 3. Classifying research

1. A study to find out what factors made an advertising

campaign for a major client such a success is an example of
– Analytical research
2. Pilot projects are a common type of
– Exploratory/ Descriptive/ Analytical research
3. A study that tests relationships between variables takes a
– Quantitative approach
4. A factory manager notes that productivity levels are higher
when the weather is cooler and concludes that employees
work harder in cold weather. This is an example of an
– Inductive process

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Overview of the research process
Choose a topic and
conduct a systematic search of the literature

Write a critical review of the literature and define the research

question(s)

Design the research and write the proposal

(methodology and methods to fit your paradigm)

Collect the research data

(primary and/or secondary, qualitative and/or quantitative)

Analyse and interpret the research data

(qualitative or quantitative methods to fit your paradigm)

Write the dissertation, thesis or research report

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Indicative structure of a dissertation or thesis

Chapter % of
report
1. Introduction 10
2. Literature review 30
3. Methodology 20
4. Results/ Findings 30
5. Conclusions 10
100
References (do not number this chapter)
Appendices

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General requirements
• Undergraduates need to demonstrate
– An understanding of research methods appropriate to the
chosen field
– You have investigated and evaluated an approved topic
• Taught Master’s students
– As above, but the standard of work demanded is higher and
you need to demonstrate a critical and analytical approach
• MPhil
– As above, with considerable emphasis on methodological
rigour
• Doctoral students
– As above, with additional requirement that the research
makes an independent and original contribution to knowledge
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Future employability

• Rising participation in higher education means

more competition in the job market
• Your future employability is enhanced if your
dissertation or thesis receives a high grade
and the topic is in the appropriate field
• Doctoral students seeking a future academic
career can enhance their employability by
publishing conference papers and journal
articles, and by getting teaching experience
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Supervision

• Supervision plays a vital role in undergraduate and

postgraduate research and is a formal requirement
• In academia, a supervisor is someone who is
responsible for overseeing a student’s research project,
dissertation or thesis
• Undergraduates and students on taught Master’s
degrees usually have one supervisor
• MPhil and doctoral students may have two supervisors
– In some countries they may be supervised by a committee

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Attributes supervisors look for in students

• Ability to grasp concepts and reason analytically

• Motivation and perseverance in achieving objectives
• Capacity for independent thought
• Organisational skills
• Independence as a learner
• Self-confidence
• Enthusiasm for the research programme
• Nature and extent of any relevant work and life experience
• Nature and extent of any previous training in research
• Likelihood of establishing good working relationship
• Language skills, particularly for overseas candidates

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Conclusions

• Research is a process of enquiry and investigation that

will result in you writing a lengthy discourse
– Choose a topic that interests you and read the literature to
identify a research problem and research question(s)
• Research is systematic and methodical, and makes a
contribution to knowledge
– Keep careful records and ensure that other people’s
contribution to knowledge is not confused with yours
– Research typologies help you analyse previous studies and
describe your own research
• Now read Chapter 1

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