Research for ManagersResearch for Managerssamuellearning.org/Research_Methods/Week_1_Whatis... ·...
Transcript of Research for ManagersResearch for Managerssamuellearning.org/Research_Methods/Week_1_Whatis... ·...
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