Business Research 1
Lesson 1: Module Introduction
Research methods are often divided into two approaches
Inductive approach → when there is little to no existing research on the topic, you perform
this kind of research because there is no theory to test. This research method exists out
of 3 stages:
1. Observation
2. Observe a pattern
3. Develop a theory based on patterns
Limitations to the inductive approach are that the theory
can never be proven because there is a pattern but no real
reliable conclusion.
Deductive approach → you always start with a theory
(the result of inductive research), without a theory
you can’t conduct deductive research. There are 4
steps
1. Start with an existing theory
2. Formulate a hypothesis based on that theory
3. Collect data to test the hypothesis
4. Analyze the results: does the data reject or support
the hypothesis
Limitations to the deductive approach are that the conclusions of deductive reasoning can only be true
if all the premises set in the inductive study are true and the terms are clear.
WHAT THE THEORIES EMPHASIZE
Deductive Approach Inductive Approach
Scientific Principles Gaining an understanding of the meanings humans attach to events
Moving from theory to data A close understanding of the research context
The need to explain causal relationships between The collection of qualitative data
variables
The collection of quantitative data A more flexible structure to permit changes of research emphasis as
the research progress
The application of controls to ensure the validity of data A realization that the research is part of the research process
The operationalization of concepts to ensure clarity of Less concern with the need to generalize
definition
A highly structured approach
Researcher independence of what is being researched
The necessity to select samples of sufficient size to
generalize conclusions
Quantitative Research → is used to test or confirm theories and assumptions.
● Focuses on testing theories and hypothesis
● Analyzed through math and statistical analysis
● Mainly expressed in numbers and graphs
● Requires many respondents
● Closed (multiple choice) questions
● Key Terms: testing, measurement,
Data collection methods: surveys, experiments, observations
Use quantitative research if you want to confirm or test something (a theory or hypothesis)
, Qualitative Research → used to understand concepts, thoughts, or experiences
● focuses on exploring ideas and formulating a theory or hypothesis
● analyzed by summarizing, categorizing, and interpreting
● mainly expressed in words
● requires few respondents
● open-ended questions
● Key terms: understanding, complexity, subjectivity
Data collection methods: Interviews, focus groups, ethnography (participating in a community or
organization for an extended period to closely observe culture and behavior), and literature review
Use qualitative research if you want to understand something (concepts, thoughts, experiences)
The research process exists out of a certain structure that keeps coming back.
The independent variable is the cause. Its value is independent of other variables in your study.
The dependent variable is the effect. Its value depends on changes in the independent variable.
Examples
Lesson 1: Module Introduction
Research methods are often divided into two approaches
Inductive approach → when there is little to no existing research on the topic, you perform
this kind of research because there is no theory to test. This research method exists out
of 3 stages:
1. Observation
2. Observe a pattern
3. Develop a theory based on patterns
Limitations to the inductive approach are that the theory
can never be proven because there is a pattern but no real
reliable conclusion.
Deductive approach → you always start with a theory
(the result of inductive research), without a theory
you can’t conduct deductive research. There are 4
steps
1. Start with an existing theory
2. Formulate a hypothesis based on that theory
3. Collect data to test the hypothesis
4. Analyze the results: does the data reject or support
the hypothesis
Limitations to the deductive approach are that the conclusions of deductive reasoning can only be true
if all the premises set in the inductive study are true and the terms are clear.
WHAT THE THEORIES EMPHASIZE
Deductive Approach Inductive Approach
Scientific Principles Gaining an understanding of the meanings humans attach to events
Moving from theory to data A close understanding of the research context
The need to explain causal relationships between The collection of qualitative data
variables
The collection of quantitative data A more flexible structure to permit changes of research emphasis as
the research progress
The application of controls to ensure the validity of data A realization that the research is part of the research process
The operationalization of concepts to ensure clarity of Less concern with the need to generalize
definition
A highly structured approach
Researcher independence of what is being researched
The necessity to select samples of sufficient size to
generalize conclusions
Quantitative Research → is used to test or confirm theories and assumptions.
● Focuses on testing theories and hypothesis
● Analyzed through math and statistical analysis
● Mainly expressed in numbers and graphs
● Requires many respondents
● Closed (multiple choice) questions
● Key Terms: testing, measurement,
Data collection methods: surveys, experiments, observations
Use quantitative research if you want to confirm or test something (a theory or hypothesis)
, Qualitative Research → used to understand concepts, thoughts, or experiences
● focuses on exploring ideas and formulating a theory or hypothesis
● analyzed by summarizing, categorizing, and interpreting
● mainly expressed in words
● requires few respondents
● open-ended questions
● Key terms: understanding, complexity, subjectivity
Data collection methods: Interviews, focus groups, ethnography (participating in a community or
organization for an extended period to closely observe culture and behavior), and literature review
Use qualitative research if you want to understand something (concepts, thoughts, experiences)
The research process exists out of a certain structure that keeps coming back.
The independent variable is the cause. Its value is independent of other variables in your study.
The dependent variable is the effect. Its value depends on changes in the independent variable.
Examples
