Research methods
CHAPTER 1: INTRODUCTION TO (BUSINESS) RESEARCH
What is research?
What is research • It’s the process of finding solutions to a problem after a thorough study and
analysis of the situational factors
5 steps to research • Identify the problem
• Insight inro relevant factors influencing the problem
• What information to collect & how
• Deduce correct conclusions based on data
• Implement right corrective actions
What is business research?
Business research • Can be described as a systematic & organized eBort to investigate a specific
problem in a work setting, which needs a solution
• Can be conducted to resolve issues in
Ø Accounting
è Eg. budget control systems
Ø Finance
è Eg. optimum financial ratios
Ø Management
è Eg. employee attitudes & behaviour
Ø Marketing
è Eg. consumer decision making
Good research • A systematic, organized, data-based, critical, objective inquiry or investigation
Why business research? • Managers with knowledge of research à have advantage over those without
• Managers have to understand, predict & control events that are dysfunctional
within the organisation
Ø Ex. A newly developed product may not be “taking oB”
How does it help • Identify & eBectively solve minor problems
professional managers • Know how to discriminate good from bad research
• Appreciate & be constantly aware of the multiple influences & multiple eBects
of factors impinging on a situation
• Take calculated risks in decision making
• Prevent possible invested interests form exercising their influence in a situation
• Relate to hired researchers & consultants more eBectively
• Combine experience with scientific knowledge while making decisions
Types of business research
Based on the purpose • Theory-focused vs practive-focused
• Scientific problem vs management problem
• Basic/fundamental business research vs applied business research
Basic/fundamental • Research to generate knowledge about problems, processes, events,
business research phenomenons that occur in & around organisations
(slides)
Applied research • Research to solve problems faced by the manager in the work setting,
demanding a timely solution
Based on the • Quantitative vs qualitative
methodology • Numerical vs non-numerical
Quantitative • Structured data
• Statistical analysis
• Objective conclusions
• Surveys, experiments…
1
, Qualitative • Unstructured data
• Summary
• Subjective conclusions
• Interviews, focus groups, observations
CHAPTER 2: A SCIENTIFIC APPROACH
The hallmarks of scientific research
Hallmarks • Purposiveness
Ø A clear purpose/goal
• Rigor
Ø How accurate you’re doing your research
Ø Having good sense of the theory à your study is based on theory
• Testability
Ø You can check the research, testable hypothesis
• Replicability
Ø Document all the steps you’re doing so others can redo it à clarity about
whole study
Ø Replicable some theories can give more power/evidence to it
• Precision & confidence
Ø You have to find a way to use a sample that is as close as possible to reality
Ø Confidence level à 95% à we’re 95% certain that what we say is correct
Ø Precision = reflects degree of accuracy of results on basis of the sample, to
what really exists in universe
Ø Confidence = probability that our estimations (=schattingen) are correct
• Objectivity
Ø Don’t let your own opinion influence your research
Ø Conclusions must be based on data, not on what seems logical
• Generalisability
Ø Generalizing your study to other situations, companies…
Ø Applied research is good but not generalizable ⟹ we cannot make broad
conclusions based on this research
• Parsimony
Ø Keeping it simple à simple conclusions rather than unnecessarily
complexity
Important to judge • Both in media as in academic journals
research conclusions
How can you judge • When there is openness & transparency about the study
research statements • How did they reach certain conclusions? à crucial characteristic of science
The scientific research cycle
Global warming • An inconvenient truth (documentary 2006)
Ø Scientific material that indicates global warming & significant role of
humans as a cause
Ø Increasing CO2 levels ⟹ increasing temperature on earth & rising sea levels
• The great global warming swindle (documentary 2007)
Ø Scientific material that includes contradictions & inconsistencies in
evidence supporting human-caused global warming
Ø Global warming ⟹ increases CO2 levels
Ø Influence of sun & volcanos on CO2 levels
What does this tell us? • Both perspectives based on scientific evidence & experts
• Never guarantee that scientific statements are true
• In this case à completely opposite opinions à creates debate & discussion =
basis/drive of science
• But can also be weakness
2
, Theory • System of ideas intended to describe & explain something
• Charles Darwin
Ø Observations à theory à use the theory à adjust theory…
• Characteristics of a theory
Ø Theoretical framework
Ø Empirically testable
Theoretical framework • Represents beliefs on how certain phenomena are related to each other à a
model
• Provides explanation of why researchers believe that these variables are
associated with each other à a theory
• Theory à hypothesis à observation à confirmation
Empirical research • Based on observed and measured phenomena & derives knowledge from
(theory forming) actual experience
• Observation à pattern à hypothesis à theory
Cycle
Deduction • = theory testing
• Theory > empiricism
• From general to specific
• Linked to hypotheses testing
• Hypothetico-deductive method
• Eg. all swans are white (theory) à when you see black one à adjust theory
Induction • Empiricism > theory
• From specific to general
• Theory building
• Eg. observate color of swans à build theory based on observations
Steps in a scientific research process
Steps
3
CHAPTER 1: INTRODUCTION TO (BUSINESS) RESEARCH
What is research?
What is research • It’s the process of finding solutions to a problem after a thorough study and
analysis of the situational factors
5 steps to research • Identify the problem
• Insight inro relevant factors influencing the problem
• What information to collect & how
• Deduce correct conclusions based on data
• Implement right corrective actions
What is business research?
Business research • Can be described as a systematic & organized eBort to investigate a specific
problem in a work setting, which needs a solution
• Can be conducted to resolve issues in
Ø Accounting
è Eg. budget control systems
Ø Finance
è Eg. optimum financial ratios
Ø Management
è Eg. employee attitudes & behaviour
Ø Marketing
è Eg. consumer decision making
Good research • A systematic, organized, data-based, critical, objective inquiry or investigation
Why business research? • Managers with knowledge of research à have advantage over those without
• Managers have to understand, predict & control events that are dysfunctional
within the organisation
Ø Ex. A newly developed product may not be “taking oB”
How does it help • Identify & eBectively solve minor problems
professional managers • Know how to discriminate good from bad research
• Appreciate & be constantly aware of the multiple influences & multiple eBects
of factors impinging on a situation
• Take calculated risks in decision making
• Prevent possible invested interests form exercising their influence in a situation
• Relate to hired researchers & consultants more eBectively
• Combine experience with scientific knowledge while making decisions
Types of business research
Based on the purpose • Theory-focused vs practive-focused
• Scientific problem vs management problem
• Basic/fundamental business research vs applied business research
Basic/fundamental • Research to generate knowledge about problems, processes, events,
business research phenomenons that occur in & around organisations
(slides)
Applied research • Research to solve problems faced by the manager in the work setting,
demanding a timely solution
Based on the • Quantitative vs qualitative
methodology • Numerical vs non-numerical
Quantitative • Structured data
• Statistical analysis
• Objective conclusions
• Surveys, experiments…
1
, Qualitative • Unstructured data
• Summary
• Subjective conclusions
• Interviews, focus groups, observations
CHAPTER 2: A SCIENTIFIC APPROACH
The hallmarks of scientific research
Hallmarks • Purposiveness
Ø A clear purpose/goal
• Rigor
Ø How accurate you’re doing your research
Ø Having good sense of the theory à your study is based on theory
• Testability
Ø You can check the research, testable hypothesis
• Replicability
Ø Document all the steps you’re doing so others can redo it à clarity about
whole study
Ø Replicable some theories can give more power/evidence to it
• Precision & confidence
Ø You have to find a way to use a sample that is as close as possible to reality
Ø Confidence level à 95% à we’re 95% certain that what we say is correct
Ø Precision = reflects degree of accuracy of results on basis of the sample, to
what really exists in universe
Ø Confidence = probability that our estimations (=schattingen) are correct
• Objectivity
Ø Don’t let your own opinion influence your research
Ø Conclusions must be based on data, not on what seems logical
• Generalisability
Ø Generalizing your study to other situations, companies…
Ø Applied research is good but not generalizable ⟹ we cannot make broad
conclusions based on this research
• Parsimony
Ø Keeping it simple à simple conclusions rather than unnecessarily
complexity
Important to judge • Both in media as in academic journals
research conclusions
How can you judge • When there is openness & transparency about the study
research statements • How did they reach certain conclusions? à crucial characteristic of science
The scientific research cycle
Global warming • An inconvenient truth (documentary 2006)
Ø Scientific material that indicates global warming & significant role of
humans as a cause
Ø Increasing CO2 levels ⟹ increasing temperature on earth & rising sea levels
• The great global warming swindle (documentary 2007)
Ø Scientific material that includes contradictions & inconsistencies in
evidence supporting human-caused global warming
Ø Global warming ⟹ increases CO2 levels
Ø Influence of sun & volcanos on CO2 levels
What does this tell us? • Both perspectives based on scientific evidence & experts
• Never guarantee that scientific statements are true
• In this case à completely opposite opinions à creates debate & discussion =
basis/drive of science
• But can also be weakness
2
, Theory • System of ideas intended to describe & explain something
• Charles Darwin
Ø Observations à theory à use the theory à adjust theory…
• Characteristics of a theory
Ø Theoretical framework
Ø Empirically testable
Theoretical framework • Represents beliefs on how certain phenomena are related to each other à a
model
• Provides explanation of why researchers believe that these variables are
associated with each other à a theory
• Theory à hypothesis à observation à confirmation
Empirical research • Based on observed and measured phenomena & derives knowledge from
(theory forming) actual experience
• Observation à pattern à hypothesis à theory
Cycle
Deduction • = theory testing
• Theory > empiricism
• From general to specific
• Linked to hypotheses testing
• Hypothetico-deductive method
• Eg. all swans are white (theory) à when you see black one à adjust theory
Induction • Empiricism > theory
• From specific to general
• Theory building
• Eg. observate color of swans à build theory based on observations
Steps in a scientific research process
Steps
3
