Research for ManagersResearch for Managers

What is Research?‐ Week 1

This WeekThis Week

• Purpose of the Module

• Defining Researchg

• Types of Research

• The Research Process• The Research Process

• Qualities of a good researcher

• Qualities of Good RESEARCH

• Conclusion‐ Mind Map of Researchp

Purpose of the ModulePurpose of the Module

• To present and ensure full understanding ofTo present and ensure full understanding of the different approaches to research used in business/managementbusiness/management

• To assist you in preparation for:Y Di t ti– Your Dissertation

– Your Research for Managers Assignment

Stimulus for ResearchStimulus for Research

Simple FactSimple Fact Finding

Pressing business ess g bus essproblem

When an i i

Conduct and Findings of Research

opportunity arises

Personal ExperienceExperience

Some definitions of Research

• Research is defined “as something that people

Some definitions of Research

g p pundertake in order to find out things in a systematic way thereby increasing their y y y gknowledge” Saunders et al (2007, pg. 5)

• Research is defined as an “original investigation undertaken in order to gaininvestigation undertaken in order to gain knowledge and understanding” HEFCE (1998)

• “The good researcher is not one who knows the right answer but one who is struggling tothe right answer but one who is struggling to find out the what the right questions might be” Phillips and Pugh (2000 pg 48 49)be Phillips and Pugh (2000, pg. 48‐49)

• Research is the process through which new knowledge is discovered” Salkind (2003, pg. 3)

Knowledge Gain

• Research should actually lead to a contribution to knowledge Contributions to g

knowledge

Your knowledge and understanding

Your learning and development

Boundary of world knowledge

Knowledge in Business Context• Knowledge is information that is contextual,

relevant and actionable

• Having knowledge implies that it can be exercised to solve business problemsexercised to solve business problems

• The ability to act is an integral part of being knowledgeableknowledgeable

• For example, two organizations in the same t t ith th i f ti tcontext with the same information may not

have the same ability to use information to th d fthe same degree of success

Key Points to NoteKey Points to Note

• Research:Research:– Is a process of inquiry and investigation

Is systematic and methodical– Is systematic and methodical

– Has a clear purpose

I k l d– Increases knowledge

– Is original

Purpose• To find things out! To get answers to a

question or a number of questions Saunders et al (2007)

• Research allows you to apply theory to and/or y pp y y /analyze, a real problem

• It also illuminate the problem and contributeIt also illuminate the problem and contribute to our greater understanding of the problem

• Ghauri and Gronhaug (2005) suggest that your• Ghauri and Gronhaug (2005) suggest that your purpose could be to describe, explain, evaluate criticize and analyze some problemevaluate , criticize and analyze some problem

• Collis and Hussey (2003) summarize the purpose research as:– To investigate some existing situation or problem

– To provide solutions to a problem

– To construct or create a new procedure or systemp y

– To explain a new phenomenon

– To generate new knowledgeTo generate new knowledge

• Essentially what all of this is saying to us is simply our research must produce asimply, our research must produce a meaningful OUTCOME

Originality

• There is no point repeating the work of others or producing what is already knowor producing what is already know

• It means that you have to do something that h b d b fhas not been done before

• Two ways to be original:– Original in the way you do things i.e. different

technique or approach

– Original by producing something that has not been produced before

• Cryer (1996, pg.147) identifies originality from the perspective of the results of the research. Thus original outcomes might include:– A New product

– A new theory

– A new model

– A new method

– A new procedure/policy

• Also by‐products might still representAlso by products might still represent originality e.g. why an experiment failed, why a particular technique did not work in a newa particular technique did not work in a new era

What to Research?What to Research?

• Management DilemmaManagement Dilemma– Issues that requires a management decision

• Business Issues• Business Issues– Issues that can affect the competitiveness of an

organization or industryorganization or industry

• Social issues– Issues that can impact the organization

Generally, the scope is Business Research

• Business research is a systematic inquiry that id i f ti t id i lprovides information to guide managerial

decisions in ways that mobilize the i ti t t k i t ti th torganization to take appropriate actions that

in turn maximize business performance

Cooper and Schindler (2006, pg. 4)

• The requirement for the research to have some practical consequence, the potential forsome practical consequence, the potential for taking some action

Saunders et al (2007 pg 5‐6)Saunders et al (2007,pg. 5‐6)

Consider this scenario:

– Assume that you are the manager of full service restaurant. You are experiencing significant turnover in your waiter/waitress pool and some long‐time customers have commented that the friendly atmosphere is changingfriendly atmosphere is changing.

– Where will you begin in trying to solve this problem?problem?

– Is this a problem for which business research should be used?should be used?

– YES but this seems to be an OPERATIONAL issue or problem, Not suited for MBA researchor problem, Not suited for MBA research

So what then Is Expected?p

• Strategic Orientation– Dealing with issues that can change the direction

of the organization or industry

h h l d– Research that leads to an organization implementing action in order to adapt to the environmentenvironment

– Research that leads to managers making decisions that would have a Large impact on the businessthat would have a Large impact on the business

– Research that lead to an organization gaining competitive advantage, growthcompetitive advantage, growth

Strategic orientation cont’dStrategic orientation cont d

– Research that leads an organization to takingResearch that leads an organization to taking advantage of a business opportunity

– Research that develop strategies to address p gorganizational weaknesses

– Research that can shed light on how to develop g pcore competencies in HR, R&D, Innovation etc

Further ExpectationsFurther Expectations

• Issue should be suitable for high level analysisIssue should be suitable for high level analysis

• Should be managerial

h h ld l hi h l l bl• Research should solve a high level problem or issue

• Should explore new business opportunities

Research: Imperative for Survival• Today’s environment demand measuring and

enhancing return on investment (ROI)enhancing return on investment (ROI)

• Business research plays an important role in this new measurement environmentthis new measurement environment

• Managers want to know which strategies will t th hi h t ROIcapture the highest ROI

• It helps managers choose better strategies and tactics

Remember research expenditure will be scrutinized for their contribution to ROI

Classification of Types of ResearchCollis and Hussey (2003, pg. 10)

Type of Research Basis of ClassificationType of Research

• Descriptive, Explanatory, Exploratory Research

Basis of ClassificationPurpose of the

Research

• Quantitative and Qualitative h

Process of the ResearchResearch

• Deductive and Inductive

Research

• Deductive and Inductive Approaches

Logic to the Research

• Basic and Applied ResearchOutcome of the

Research

Continuum of Basic and Applied Research

Descriptive, Explanatory and Exploratory Research

• Descriptive‐ describes phenomena as theyDescriptive describes phenomena as they exist. It is used to identify and obtain information on a particular problem E g whatinformation on a particular problem. E.g. what is the absentee rate?

• Explanatory goes beyond describing to• Explanatory‐ goes beyond describing, to analyzing and explaining why or how . E.g. how can we reduce employee absenteeism ?how can we reduce employee absenteeism ?

• Exploratory‐ seeks out new insights and h i li h Lik dassess phenomena in a new light. Likened to

the activities of a traveller or explorer

Quantitative and Qualitative Research

• Quantitative Research‐ objective in natureQuantitative Research objective in nature and concentrates on measuring a phenomena. It involves collecting and analyzing numericalIt involves collecting and analyzing numerical data and performing statistical tests.

• Qualitative Research‐ subjective in nature and i l i i d fl iinvolves examining and reflecting on perceptions in order to gain understanding.

Much more will be discussed on this later in the syllabus

What Comes First, Theory or Data?

Two alternate viewsTwo alternate views

1 Theory is something that guides and1. Theory is something that guides and influences the collection and analysis of data. That is the research is done in order toThat is, the research is done in order to answer questions posed by theoretical considerationsconsiderations.

2. Theory as something that occurs after the collection and analysis of some or all datacollection and analysis of some or all data associated with the research

Research Approaches1. Deductive‐

• In the sense that we have developed a theory p ythat we want to prove – in simple terms deduction amounts to a valid argumentg

• The researcher on the basis of theoretical considerations deduces a hypothesis thatconsiderations deduces a hypothesis that must be subjected to empirical scrutiny

• E g The introduction of loyalty cards will• E.g. The introduction of loyalty cards will reduce the probability of customers switching to a competitorswitching to a competitor.

The Process of Deduction Bryman (2008,pg.10)

1. Theory

2. Hypothesis

3. Data Collection

4. Findings

5. Hypothesis confirmed or Rejected

6. Revision of theory

2. Inductive‐

• In the sense that one hopes that the theory• In the sense that one hopes that the theory emerges from the data analysis as we go alongalong

• The researcher infers the implications of his h fi di f th th th t t dor her findings for the theory that prompted

the research.

Deductive and Inductive Approaches

Deductive

Theory Data Collection/Findings

Deductive

Collection/Findings

Inductive

Theory Data

Collection/Findings

Virtuous circle of Theory and Practice

• Research on managerial practice informsResearch on managerial practice informs practically derived theory

• This in turn becomes best practice• This in turn becomes best practice

• Essentially adding to relevant and practical k l dmanagement knowledge

• The Researcher must engage in both worlds of theory and practice

Theory informs Practice (TPT)or y ( )

Practice informs Theory (PTP)

Ground your Research on Theory• Although data collection will play a part in

your research. It is unlikely to be enough!y y g

• You should seek to explain a phenomena, compare to other research and generalizecompare to other research and generalize

• Then you will be working at the theoretical levellevel

• This means that you will probably be have to d/ d l th i huse and/or develop a theory in your research

• In research theory must be made explicit. Saunders (2007, pg. 35)

Types of TheoryTypes of Theory

Types of Theoryyp y

• Grand Theories‐ these operate at a high level f b i d l l l Diffi lof abstraction and general level. Difficult to

link to the real world. Difficult to be deployed i h ( )in research. Bryman (2008,pg. 6)

• Middle Range Theories‐ operate in a limited domain, much more likely to focus on empirical enquiry. Bryman (2008,pg.7)

• Substantive Theories‐ restricted to a particular time, research setting, group or p g g ppopulation or problem. Saunders (2007, pg.37)

Summary of Theory and ResearchSummary of Theory and Research

• Two important aspects:Two important aspects:– Whether data is collected to test or build

theories?theories?

– What type of theory?

Disciplines to be /Explored/Researched

MarketingMarketing

Finance and Accounting

Human Resources

Production and Operations

Information Systems

E Business and Internet TechnologiesE Business and Internet Technologies

Leadership

I iInnovation

Organizational Transformation etc…

The Research ProcessThe Research Process• Regardless of the type of research or approach

adopted, there are fundamental stages common to all

• Your research must be done systematically or risk your outcome being jeopardized

Research Never Stops: Ghauri and G h (2005)Gronhaug (2005)

The Research Processadapted from: Saunders et al (2007, pg. 10) , Cooper

d S hi dl (2006 55)Formulate and Clarify the Research Topic/Question

and Schindler (2006, pg. 55)

Critically Review the LiteratureResearch Proposal

Address

Formulate your Research Design

D t C ll ti d P ti

Ethical Issues

Data Collection and Preparation

Data Analysis and Interpretation

Conclusion and Recommendation

Data Analysis and Interpretation

Research Report

Dissertation StructureDissertation Structure

• Introduction‐ Research Topic Aim andIntroduction Research Topic, Aim and Objectives/Questions

• Literature review• Literature review

• Methodology

• Data Analysis

• Conclusions

• Recommedations

Qualities of a Good ResearchQualities of a Good Research• Purpose clearly defined

• Research process detailed

• Research Design thoroughly plannedg g y p

• High ethical standards applied

• Limitations frankly revealed• Limitations frankly revealed

• Sound and comprehensive analysis

• Findings presented unambiguously

• Conclusion justified j

Researcher qualities and SkillCollis and Hussey (2003)Collis and Hussey (2003)

Communication

IntellectualIndependence

Perseverance

Intellectual

IT SkillIT SkillMotivation

Organization Skill

Positivistic Phenomenological

M th d l

Paradigm/Approach/Philosophy

Theoretical Framework

Methodology

Researcher

RESEARCH

ResearchDesign

Researcher

Experience Skill

Purpose Process

Methods

Data p

ExploratoryEvaluation

CollectionData

Analysis

Research Question

Strategic Outcome

EvaluationAnalytical

Quantitative Qualitative

Key Terms

• Research Paradigm‐ these are opposing worldviews based on people’s assumptionsworldviews based on people s assumptions about the world and the nature of knowledge

• Research Methodology‐ refers to theory of h th h h ld b d t k thow the research should be undertaken, sort of the overall strategy

• Research Method‐ tools and techniques used to collect and analyse data

BibliographyBibliography• Collis. J,, Hussey R (2003) Business Research 2nd

edition, Palgarve Macmillan, g

• Cryer, P. (1996) The research student’s guide to success, Open University Press, Buckingham, Uk, p y , g ,

• HEFCE (1998) Higher Education Funding Council for England

– http://www.niss.ac.uk/education/hefc/rae2001/1_98cd.html#annc

– 14 August 1998

• Bryman. A (2008) Social Research Methods, 3rd

edition, Oxford University Press

• Phillips, E.m. and Pugh, D.S. (2000) How toget a PhD: a handbook for students and their supervisors, 3rd

edition, Open University Press, Buckingham, Uk

• Saunders, M., Lewis, P., Thornhill, A. (2007) Research Methods for Business Students, 4th edition, Prentice HallHall

• Salkind, N. (2003) Exploring Research, 5th Edition, Prentice HallPrentice Hall

• Cooper, D.R., Schindler, P.S. (2006) Business Research Methods McGraw‐HillMethods, McGraw‐Hill

• Ghauri, P and GrØnhaug, K. (2005) Research Methods in Business Studies, 3rd Edition, PearsonMethods in Business Studies, 3 Edition, Pearson Education Limited