SUMMARY | BUSINESS RESEARCH TECHNIQUES | SHEETS, BOOK AND
ARTICLES Topic 1: Setting the scene
Chapter 1: Introduction to research
Research: the process of finding solutions to a problem after a thorough study and analysis of the situational
factors. An organized, systematic, data-based, critical, objective, inquiry or investigation into a specific
problem, undertaken with the purpose of finding answers or solutions to it.
The essence of research
• Identify and effectively solve minor problems in the work setting;
• Know how to discriminate good from bad decisions, take calculated risks;
• Correctly recognize the relevant factors in the situation that needs investigation;
• Knowing what types of information are to be gathered and how;
• Knowing how to implement the results of the process.
Business research: A series of well thought out activities and carefully executed data analyses that help a
manager to avoid, solve or minimize a problem. Managerial decisions based on good research tend to be more
effective. Hunches, intuitions and past experiences tend are more likely to be wrong.
Why should a manager know about ‘Good’ Business Research?
• To be able to perform business research (to do your own business research);
• To be able to steer business research (describe the problem to research agencies and work with them);
• To be able to evaluate business research (discriminate between good and bad research);
• To be able to identify and effectively solve minor problems in the work setting.
Managers that have knowledge about research can more easily communicate with the researcher about
expectations of both parties and can easily foresee what information researchers might require.
Four types of research
1. Accounting: Examining budget control systems, practices, procedures, earnings, depreciation, taxation;
2. Finance: Investigation of operations of financial institutions, financial ratios, mergers and acquisitions,
yields on mortgages, behaviour of stock exchange etc.;
3. Management: The study of employee attitude and behaviours, strategy formulation, information
systems etc.
4. Marketing: Research towards consumer decision making, customer satisfaction and loyalty market
segmentation.
Types of business research: Applied vs. Fundamental research
• Applied research: Specific research with the purpose of solving a current problem faced by the
manager in the work setting. For example, a particular product is not selling well and the managers
wants to know why. Applied research applies to a specific company and is mostly done within firms.
• Fundamental, basic or pure research: Research that focusses on generating a body of knowledge by
trying to comprehend how certain problems that occur in organizations can be solved. Fundamental
research applies to several organizational settings and is the basis for applied research.
Internal vs. external consultants or researchers
If the problem is a complex one, or if there are likely to be vested interests, or if the very existence of the
organization is at stake because of one or more serious problems, it would be advisable to engage
external researchers; if the problems are simple, then internal can be used.
Internal consultants, researchers
Advantages Disadvantages
• Acceptation by employees; • Take things for granted, stereotyped way of
• No time lost to understand the firm’s culture; looking at the firm (subjective);
• Can implement their own recommendations • Not perceived as experts by the staff (status);
afterwards. So, evaluation and adaption is • Influence from within to distort or
possible; misinterpret facts.
• Cheaper.
1
, External consultants, researchers
Advantages Disadvantages
• Experience with other companies; • Takes a lot of time to get acquainted with the
• Broader knowledge; firm’s culture and philosophy;
• Objective; • Costlier and time consuming.
• Perceived as experts, high status.
Ethics: A code of conduct or expected societal norms of behaviour while conducting research. Ethical conduct
applies to the organization and the members that sponsor the research, the researchers who undertake the
research, and the respondents who provide them with the necessary data. It contains using information
confidential and pursue organizational interests rather than self-interests while doing research.
Chapter 2: The scientific approach and alternative approaches to investigation
Scientific or business research: Focuses on solving problems and pursues a step-by-step logical, organized and
rigorous method to identify the problems, gather data, analyse them and draw valid conclusions from them.
Note: Scientific research is not based on hunches, experience and intuition.
Scientific investigation: Tends to be more objective than subjective, and helps managers to highlight the most
critical factors at the workplace that need specific attention so as to avoid, minimize, or solve problems.
The hallmarks of scientific research:
1. Purposiveness: Knowing the why of your research, research has a purposive focus;
2. Rigor (grondig): Ensuring a theoretical base (e.g. large sample) and a methodological design;
3. Objectivity: Drawing conclusions based on facts (rather than on subjective ideas);
4. Parsimony: Shaving away unnecessary details, say a lot with little;
5. Replicability: Finding the same results if the research is repeated in similar circumstances;
6. Generalizability: Being able to apply the research finding in a wide variety of different settings;
7. Precision and confidence: Degree of accuracy of findings (based on sample) and probability of
correctness of the estimations (confidence level);
8. Testability: Having hypothesis that can really be checked by doing research (not vague).
Examples of applying the hallmarks of scientific research | what’s wrong in terms of the hallmarks
Samsung wants to find out if people are satisfied with their Samsung phones. They decide to do a survey, which
they email to everyone who has subscribed to the newsletter. Answer: Not generalizable, because people who
are unsatisfied might have unsubscribed for the newsletter and may not be willing to answer.
Samsung understood that they should also ask people who were not subscribed to their newsletter. They
decided to invite a hundred-random people who were promised a compensation of 20 dollars for an interview.
During the interview, they were handed a Samsung phone and asked questions about it.
Answer: This is generalizable, but not rigorous. The methodological design doesn’t seem to be right, because
(1) people are paid to do the interview and (2) people are interviewed by someone who might expect a certain
response from them. Both of these can cause bias.
Deductive research
Top-down logic: You start with the general theory, and you test if the theory holds for a specific case (general
knowledge, general theory). Example: if it rains, everything outside becomes wet. This is the theory, which you
will test with observations.
The seven-step research process for deductive research | Theory to data (test if the theory holds)
1. Define the business problem
2. Formulate the problem statement
3. Develop a theoretical framework (hypotheses)
4. Choose a research design (determine measures)
5. Collect data
6. Analyse data
7. Write-up (interpretation)
2
, Define the business problem AH’s online grocery delivery is not taking off
Formulate the problem statement Which factors influence consumers’ adoption of online
grocery delivery?
Develop a theoretical framework (incl. hypotheses) Consumer demographics, competing retailers’ offers
Choose a research design Archival data
Collect data Buy consumer panel data (e.g. from GfK or AC Nielsen)
Analyse data Perform a logit analysis
Interpret results Which variables are (not) significant? What does this
imply for managerial decision making?
Inductive research
Bottom-up logic: You start with data (observations) and based on this data you will conclude that a general theory
holds. Example: the first duck in the park is brown, the second one is brown and the third duck is also brown.
Conclusion is that every duck in the park is brown.
The seven-step research process for inductive research | Data to theory (develop theory)
1. Define the business problem
2. Formulate the problem statement
3. Provide a conceptual background
4. Choose a research design
5. Collect data
6. Analyse data
7. Develop theory
Alternative approaches to research (SKIP THESE ACCORDING TO COURSE MANUAL)
All research is based on beliefs about the world around us (ontology) and what we can possibly discover by
research. Why is this important? Point of view has a strong influence on the research questions, design and
on the research method. There are four alternative approaches, namely:
1. Positivism: Factual knowledge is gained from observation;
2. Constructionism: Factual knowledge is part of a framework of experience;
3. Critical realism: To understand the reality uncovered by science and social science we need a
structured and differentiated account in which openness, difference stratification and change is
central. So, we need to understand that some of our sense-data is correct, while other parts aren’t.
4. Pragtism: It’s not 100% certain, but it is practical.
3
, Topic 2: The research process
Chapter 3: The broad problem area and defining the problem statement
Step 1 - Define the business problem
Identification of the broad management problem
A ‘problem’ does not necessarily mean that something is seriously wrong with a current situation that needs to
be rectified immediately. It is any situation where a gap exists between an actual and desired ideal state. Two
types of (business) problems:
• Actual state: The actual situation is seriously wrong and needs to be improved ASAP.
• Desired state: The actual situation is not seriously wrong but can be improved.
Preliminary research
Using primary or secondary data (such as interviews, archival research) to transform the broad management
problem into a research problem. Although the exact nature of the information needed for this purpose
depends on the type of problem one is addressing, it may be broadly classified under two headings:
• Background information: on the organization and its environment (contextual factors). Like, the origin
and history of the company, size in terms of employees, location, resources etc.
• Information on the topic of interest: the body of knowledge available to you for awareness and
understanding of current work and viewpoints on the subject area.
The data for preliminary research can be gathered by primary and secondary data.
• Primary data: Refers to information that the researchers gather first hand through instruments such
as surveys, interviews, focus groups or observation(s).
• Secondary data: Data that already exists (although for another purpose than the current study) and
do not have to be collected by the researcher.
Definition of the research problem
Two criteria for defining the business problem:
• Feasibility: The problem needs to be demarcated, which means that the problem needs a specific
focus. You cannot study everything at once.
o Express the business problem in variables;
o You have to be able to gather the required data. This can be existing data (research firms) or
new data (you generate on your own by focus groups, surveys e.g.).
• Relevance: A problem statement is relevant if it is meaningful from a managerial perspective, an
academic perspective or both.
o Managerial relevance: Who benefits from having the problem solved? It has to be relevant
for one of the following: of one company, one industry, multiple industries or end-users or
policy makers (EU, government);
o Academic relevance: Besides the fact that the business problem needs to be relevant for
managers, it also has its own academic relevance. Four different ways to create academic
relevance:
1. Use a complete new topic: No research available, although the topic is important;
2. New context: Prior research is available, but not in the same context;
3. Integrate scattered research: Different studies have focused on different IV’s or
moderators. So, their relative importance is not clear;
4. Reconcile contradictory research: Solve the contradictions (tegenspraak) through
introducing moderators.
Step 2 - Formulate the problem statement
A good problem statement includes both a statement of the research objective(s) and the research question(s). The
objective of the study explains why the study is being done. The research questions clarify the issue to be resolved.
They specify what you want to learn about the topic. Criteria for good quality of the problem statement:
• Relevant: meaningful from a managerial and academic perspective;
• Feasible: being able to answer the research questions within the restrictions of the research project;
• Interesting: you as a researcher will be working on the research for a long time so it is vital that you
are genuinely interested in the problem statement that you are trying to answer.
4
ARTICLES Topic 1: Setting the scene
Chapter 1: Introduction to research
Research: the process of finding solutions to a problem after a thorough study and analysis of the situational
factors. An organized, systematic, data-based, critical, objective, inquiry or investigation into a specific
problem, undertaken with the purpose of finding answers or solutions to it.
The essence of research
• Identify and effectively solve minor problems in the work setting;
• Know how to discriminate good from bad decisions, take calculated risks;
• Correctly recognize the relevant factors in the situation that needs investigation;
• Knowing what types of information are to be gathered and how;
• Knowing how to implement the results of the process.
Business research: A series of well thought out activities and carefully executed data analyses that help a
manager to avoid, solve or minimize a problem. Managerial decisions based on good research tend to be more
effective. Hunches, intuitions and past experiences tend are more likely to be wrong.
Why should a manager know about ‘Good’ Business Research?
• To be able to perform business research (to do your own business research);
• To be able to steer business research (describe the problem to research agencies and work with them);
• To be able to evaluate business research (discriminate between good and bad research);
• To be able to identify and effectively solve minor problems in the work setting.
Managers that have knowledge about research can more easily communicate with the researcher about
expectations of both parties and can easily foresee what information researchers might require.
Four types of research
1. Accounting: Examining budget control systems, practices, procedures, earnings, depreciation, taxation;
2. Finance: Investigation of operations of financial institutions, financial ratios, mergers and acquisitions,
yields on mortgages, behaviour of stock exchange etc.;
3. Management: The study of employee attitude and behaviours, strategy formulation, information
systems etc.
4. Marketing: Research towards consumer decision making, customer satisfaction and loyalty market
segmentation.
Types of business research: Applied vs. Fundamental research
• Applied research: Specific research with the purpose of solving a current problem faced by the
manager in the work setting. For example, a particular product is not selling well and the managers
wants to know why. Applied research applies to a specific company and is mostly done within firms.
• Fundamental, basic or pure research: Research that focusses on generating a body of knowledge by
trying to comprehend how certain problems that occur in organizations can be solved. Fundamental
research applies to several organizational settings and is the basis for applied research.
Internal vs. external consultants or researchers
If the problem is a complex one, or if there are likely to be vested interests, or if the very existence of the
organization is at stake because of one or more serious problems, it would be advisable to engage
external researchers; if the problems are simple, then internal can be used.
Internal consultants, researchers
Advantages Disadvantages
• Acceptation by employees; • Take things for granted, stereotyped way of
• No time lost to understand the firm’s culture; looking at the firm (subjective);
• Can implement their own recommendations • Not perceived as experts by the staff (status);
afterwards. So, evaluation and adaption is • Influence from within to distort or
possible; misinterpret facts.
• Cheaper.
1
, External consultants, researchers
Advantages Disadvantages
• Experience with other companies; • Takes a lot of time to get acquainted with the
• Broader knowledge; firm’s culture and philosophy;
• Objective; • Costlier and time consuming.
• Perceived as experts, high status.
Ethics: A code of conduct or expected societal norms of behaviour while conducting research. Ethical conduct
applies to the organization and the members that sponsor the research, the researchers who undertake the
research, and the respondents who provide them with the necessary data. It contains using information
confidential and pursue organizational interests rather than self-interests while doing research.
Chapter 2: The scientific approach and alternative approaches to investigation
Scientific or business research: Focuses on solving problems and pursues a step-by-step logical, organized and
rigorous method to identify the problems, gather data, analyse them and draw valid conclusions from them.
Note: Scientific research is not based on hunches, experience and intuition.
Scientific investigation: Tends to be more objective than subjective, and helps managers to highlight the most
critical factors at the workplace that need specific attention so as to avoid, minimize, or solve problems.
The hallmarks of scientific research:
1. Purposiveness: Knowing the why of your research, research has a purposive focus;
2. Rigor (grondig): Ensuring a theoretical base (e.g. large sample) and a methodological design;
3. Objectivity: Drawing conclusions based on facts (rather than on subjective ideas);
4. Parsimony: Shaving away unnecessary details, say a lot with little;
5. Replicability: Finding the same results if the research is repeated in similar circumstances;
6. Generalizability: Being able to apply the research finding in a wide variety of different settings;
7. Precision and confidence: Degree of accuracy of findings (based on sample) and probability of
correctness of the estimations (confidence level);
8. Testability: Having hypothesis that can really be checked by doing research (not vague).
Examples of applying the hallmarks of scientific research | what’s wrong in terms of the hallmarks
Samsung wants to find out if people are satisfied with their Samsung phones. They decide to do a survey, which
they email to everyone who has subscribed to the newsletter. Answer: Not generalizable, because people who
are unsatisfied might have unsubscribed for the newsletter and may not be willing to answer.
Samsung understood that they should also ask people who were not subscribed to their newsletter. They
decided to invite a hundred-random people who were promised a compensation of 20 dollars for an interview.
During the interview, they were handed a Samsung phone and asked questions about it.
Answer: This is generalizable, but not rigorous. The methodological design doesn’t seem to be right, because
(1) people are paid to do the interview and (2) people are interviewed by someone who might expect a certain
response from them. Both of these can cause bias.
Deductive research
Top-down logic: You start with the general theory, and you test if the theory holds for a specific case (general
knowledge, general theory). Example: if it rains, everything outside becomes wet. This is the theory, which you
will test with observations.
The seven-step research process for deductive research | Theory to data (test if the theory holds)
1. Define the business problem
2. Formulate the problem statement
3. Develop a theoretical framework (hypotheses)
4. Choose a research design (determine measures)
5. Collect data
6. Analyse data
7. Write-up (interpretation)
2
, Define the business problem AH’s online grocery delivery is not taking off
Formulate the problem statement Which factors influence consumers’ adoption of online
grocery delivery?
Develop a theoretical framework (incl. hypotheses) Consumer demographics, competing retailers’ offers
Choose a research design Archival data
Collect data Buy consumer panel data (e.g. from GfK or AC Nielsen)
Analyse data Perform a logit analysis
Interpret results Which variables are (not) significant? What does this
imply for managerial decision making?
Inductive research
Bottom-up logic: You start with data (observations) and based on this data you will conclude that a general theory
holds. Example: the first duck in the park is brown, the second one is brown and the third duck is also brown.
Conclusion is that every duck in the park is brown.
The seven-step research process for inductive research | Data to theory (develop theory)
1. Define the business problem
2. Formulate the problem statement
3. Provide a conceptual background
4. Choose a research design
5. Collect data
6. Analyse data
7. Develop theory
Alternative approaches to research (SKIP THESE ACCORDING TO COURSE MANUAL)
All research is based on beliefs about the world around us (ontology) and what we can possibly discover by
research. Why is this important? Point of view has a strong influence on the research questions, design and
on the research method. There are four alternative approaches, namely:
1. Positivism: Factual knowledge is gained from observation;
2. Constructionism: Factual knowledge is part of a framework of experience;
3. Critical realism: To understand the reality uncovered by science and social science we need a
structured and differentiated account in which openness, difference stratification and change is
central. So, we need to understand that some of our sense-data is correct, while other parts aren’t.
4. Pragtism: It’s not 100% certain, but it is practical.
3
, Topic 2: The research process
Chapter 3: The broad problem area and defining the problem statement
Step 1 - Define the business problem
Identification of the broad management problem
A ‘problem’ does not necessarily mean that something is seriously wrong with a current situation that needs to
be rectified immediately. It is any situation where a gap exists between an actual and desired ideal state. Two
types of (business) problems:
• Actual state: The actual situation is seriously wrong and needs to be improved ASAP.
• Desired state: The actual situation is not seriously wrong but can be improved.
Preliminary research
Using primary or secondary data (such as interviews, archival research) to transform the broad management
problem into a research problem. Although the exact nature of the information needed for this purpose
depends on the type of problem one is addressing, it may be broadly classified under two headings:
• Background information: on the organization and its environment (contextual factors). Like, the origin
and history of the company, size in terms of employees, location, resources etc.
• Information on the topic of interest: the body of knowledge available to you for awareness and
understanding of current work and viewpoints on the subject area.
The data for preliminary research can be gathered by primary and secondary data.
• Primary data: Refers to information that the researchers gather first hand through instruments such
as surveys, interviews, focus groups or observation(s).
• Secondary data: Data that already exists (although for another purpose than the current study) and
do not have to be collected by the researcher.
Definition of the research problem
Two criteria for defining the business problem:
• Feasibility: The problem needs to be demarcated, which means that the problem needs a specific
focus. You cannot study everything at once.
o Express the business problem in variables;
o You have to be able to gather the required data. This can be existing data (research firms) or
new data (you generate on your own by focus groups, surveys e.g.).
• Relevance: A problem statement is relevant if it is meaningful from a managerial perspective, an
academic perspective or both.
o Managerial relevance: Who benefits from having the problem solved? It has to be relevant
for one of the following: of one company, one industry, multiple industries or end-users or
policy makers (EU, government);
o Academic relevance: Besides the fact that the business problem needs to be relevant for
managers, it also has its own academic relevance. Four different ways to create academic
relevance:
1. Use a complete new topic: No research available, although the topic is important;
2. New context: Prior research is available, but not in the same context;
3. Integrate scattered research: Different studies have focused on different IV’s or
moderators. So, their relative importance is not clear;
4. Reconcile contradictory research: Solve the contradictions (tegenspraak) through
introducing moderators.
Step 2 - Formulate the problem statement
A good problem statement includes both a statement of the research objective(s) and the research question(s). The
objective of the study explains why the study is being done. The research questions clarify the issue to be resolved.
They specify what you want to learn about the topic. Criteria for good quality of the problem statement:
• Relevant: meaningful from a managerial and academic perspective;
• Feasible: being able to answer the research questions within the restrictions of the research project;
• Interesting: you as a researcher will be working on the research for a long time so it is vital that you
are genuinely interested in the problem statement that you are trying to answer.
4
