Research Methodology

• Refers to search for knowledge.

• Research is an academic activity.

Research Never Stops

The wheel of research

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Zikmund (1997) 1. Defining the problem 2. Planning a research design3. Planning a sample4. Gathering the data5. Processing and analyzing the data6. Formulating conclusions and

preparing the report

Research Process

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The cyclic nature of the research process

• It starts with a problem and ends in a tentative empirical generalization.

• The cyclic process continues indefinitely, reflecting the progress of a scientific discipline

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Defining Research Problem and objectives

It is important to define research problem appropriately because it serves as a guideline to the researcher for conducting the rest of research project

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Step 2: Developing the Research Plan

The research plan is a written document that outlines the type of problem, objectives, data needed, and the usefulness of the results.

– Data sources– Research approach– Research instruments– Sampling plan– Contact methods

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Data Sources

• Primary• Secondary

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Primary Vs. Secondary Data

Primary data are originated by a researcher for the specific purpose of addressing the problem at hand. The collection of primary data involves all six steps of the research process.

Secondary data are data that have already been collected for purposes other than the problem at hand. These data can be located quickly and inexpensively.

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Comparison of Primary & Secondary Data

Primary Data Secondary Data

Collection purpose For the problem at hand For other problems Collection processVery involved Rapid & easy Collection cost High Relatively low Collection time Long Short

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Primary Data Sources

• Observation research using people or machines– Discovers behavior but not motivations.

• Survey research– Effective for descriptive information.

• Experimental research – Investigates cause and effect relationships.

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A Classification of Secondary Data

Secondary Data

Ready to Use

Requires Further

Processing

PublishedMaterials

Computerized Databases

Syndicated Services

Internal External

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Research Approaches

• Observation• Focus groups• Surveys • Behavioral data• Experiments

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Research Instruments

Questionnaires • Include open-ended and closed- ended questions• Phrasing and question order are key

Mechanical instruments•Scanners•Eye cameras

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Sampling Plan

• Sampling unit: Who is to be surveyed?

• Sample size: How many people should be surveyed?

• Sampling procedure: How should the respondents be chosen?

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Types of Samples

Probability

•Simple Random

• Stratified Random

•Cluster

Non-probability

• Convenience

• Judgment

• Quota

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Contact Methods

• Mail questionnaire• Telephone interview• Personal interview• Online interview

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Step 3: Collect the Data

– Some respondents will not be at home and must be contacted again and again.

– Other respondents will refuse to cooperate.

– Others will give biased or dishonest answers.

– Some interviewers will be biased or dishonest

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Step 4: Analyze the Data

• Qualitative Analysis

• Quantitative Analysis

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Identifying a Topic

A research topic focuses and provides structure for the steps in the scientific and disciplined inquiry approach

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Identifying a Topic•Three main sources of sources of topics

– Theory – an organized body of concepts, generalizations and principles that can be subjected to investigation•Provides conceptually rich topics•Provides confirmation of some aspects of

theory

– Personal experience– Replication

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Selecting A Research Topic

Three ways for getting a topic • Someone assigns a topic to you• Someone gives you some

guidelines for choosing a topic• You are given the freedom to

select the topic

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Identifying a Topic

•Narrowing and focusing topics– Three problems with broad topics

•Enlarges the scope of the review beyond reason

•Complicates the organization of the review itself

•Creates studies that are too general, difficult to carry out, and difficult to interpret

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Identifying a Topic

•Suggestions for focusing topics

– Talk to experts in the field– Read sources that provide

overviews

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Selecting topic steps

• Select a topic that interests you • Read through background information • Start making a list of key words • Write out your topic as a statement and select the main concepts • Start making a list of words to describe your topic

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Variable

VariableIs a term ascribed to the characteristic being

investigated, and can take any value in a reasonable range. For example, blood group, blood pressure, age of

patients being studied.

Independent variable

The variable which is assumed to determine the values of the dependent (response) variable. For example, blood pressure

could be deemed to respond to changes in age.

Dependent variable

The variable which is assumed to respond to the values of the independent

(explanatory) variable. For example, blood pressure

could be deemed to respond to changes in age.

Unit of Analysis

Unit of Analysis Units of analysis are the persons, things, or events under study--the

entities that we want to say something about. Frequently, the

appropriate units of analysis are easy to select.