OUM BUSINESS SCHOOL

SEPTEMBER/2015

BBRC 4103

RESEARCH METHODOLOGY

MATRICULATION NO : 850702075308-001
IDENTITY CARD NO. : 850702075308
TELEPHONE NO. : 0176481467
E-MAIL : dacutegal85@oum.edu.my
LEARNING CENTRE : PETALING JAYA
 BBRC 4103

1. INTRODUCTION

Research has been defined in numbers of ways. A broad definition of research is

given by Martyn Shuttleworth (2008), "In the broadest sense of the word, the definition
of research includes any gathering of data, information and facts for the advancement of
knowledge." Creswell (2008) defined research as a process of steps used to collect and
analyse information to increase our understanding of a topic or issue. The Merriam-
Webster Online Dictionary defined research in detailed as a studious inquiry or
examination, especially investigation or experimentation aimed at the discovery and
interpretation of facts, revision of accepted theories or laws in the light of new facts, or
practical application of such new or revised theories or laws. Generally, research is a
combination of both experience and reasoning and must be regarded as the most
successful approach to the discovery of truth.
Research involves systematic investigation of phenomena. The purpose of
research could be for information gathering for us to expand our knowledge, for theory
testing and to gather evidence in order to discover the truth. Research comprises creative
work undertaken on a systematic basis in order to increase the level of knowledge,
including knowledge of humans, culture and society, and the use of this knowledge to
devise new applications. Research are used to establish or confirm facts, reaffirm the
results of previous work, solve new or existing problems, support theorems, or develop
new theories. A research may also be an expansion on past works. In order to test the
validity of instruments, procedures, or experiments, research may replicate elements of
prior knowledge or works. This is how histories are written and how investigations is
made on an issue. The purposes of basic research are documentation, discovery,
interpretation, or the research and development (R&D) of methods and systems for the
advancement of human knowledge. Approaches to research depend on epistemologies,
which vary considerably both within and between humanities and sciences.
Research is crucial for our daily life. Importance of research varies according to
its types, especially whether it is a basic or applied research. Basic research aims to study
or analyze advance knowledge with no application to existing problems in view. While
applied research is designed to solve existing issue so that there are larger audience eager

1
 BBRC 4103
to support that research which likely to solve problems of immediate concerns. Research
is important to help researcher narrows and focus on the study of an issues or problems.
This is done through clearly defined research objectives. Research also helps to guides
information needed to be collected. This allows researcher to avoid unnecessary data for
understanding and solving the problems that have been defined. Research also facilitates
in the development of the research methodology. It helps the formulation of research
objectives to organize the study in clearly defined parts or phrases. Through the properly
formulated and specific research objectives, the development of research methodology
will help to orient the collection, analysis, interpretation and utilization of data. Research
helps people to shapes their understanding about the world evolves around them. For
example, through research findings, psychologists are able to explain individual’s
behaviours, including how people think and act in certain ways. This helps to determine
disorders and their impact on the person and society, thus developing appropriate
treatments to improve the individual’s quality of life. As for business, market research
helps companies to make projections and formulate appropriate strategies to ensure
survival. Businesses conduct surveys to understand the needs of the community and
consumption habits.
Research is a human device invented and developed to improve the quality of
individual and group life. This underscores the importance of research, the continued
existence and relevance of which will last as long as there is human being who wishes to
expand his knowledge and understanding about the world and everything therein.

2
 BBRC 4103
2.0 SECONDARY DATA IN RESEARCH STUDY
Secondary data are information gathered for purposes other than the completion
of a research project. Secondary data are data that are readily available. It means that the
data is previously collected by someone else, possibly for some other purpose that can be
used later for making decisions if found suitable for the purpose, other than the original.
They include written information by historians or others after an events has taken place.
Secondary data includes both quantitative and qualitative data that are used in descriptive
and explanatory research. The secondary data is mostly used in business and management
case studies.
Various type of data can be acquired from the personal documents, public
documents, internal documents, mass media and internet. Examples of personal
documents are diaries, letters, notebooks and personal files in computers. Personal
documents can be used to trace past events or history including opinions and feelings of
individuals. Public documents can be obtained from government reports, economic
growth, official statistics, investor records and etc. Public documents provide large
amount of qualitative data and potential source of large textual material. Internal records
are obtained from the organization, their departments, and subsidiaries and also from
external sources, such as chambers of commerce, government, professional and
commercial consultants subject to the availability of data. For example, annual reports,
minutes of meetings, memos, letters, working procedures, technical drawings, and
inventory records. Internal documents are used to assess company’s performance,
strengths, and weaknesses. However, it is difficult to get access to the company to collect
data. Sources of mass media are newspapers, magazines, journals, television
programmes, films and banners. However, the credibility and authenticity of mass media
as source of data is an issue of debate because the evidence are usually unclear, biased
and without proper justification. Therefore, researchers need to ensure to always follow
proper scientific process in doing research. Example of internet sources are such as
weblogs, e-journals and websites. But the information from the internet also can be
questionable. A variety of secondary information sources is available to the researcher
gathering data on an industry, potential product applications and the market place.
Secondary data is also used to gain initial insight into the research problem.

3
 BBRC 4103
Secondary data is classified in terms of its source – either internal or external.
Internal, or in-house data, is secondary information acquired within the organization
where research is being conducted. Examples of internal sources of secondary data are
sales invoices, accounting data, sales reports, inventory reports, customer feedback and
database annual reports. It is easily available and inexpensive. External secondary data is
data generated from outside sources. The secondary information will provide a useful
background and will identify key questions and issues that will need to be addressed by
the primary research. Examples of external sources of secondary data are government
publications, periodicals and books, academic publications, syndicated data from
households and business magazines and journals.

Figure 1: Bibliography (Source: www.sharelatex.com)

4
 BBRC 4103

3.0 PRIMARY DATA IN RESEARCH STUDY

Primary data is original research data in its raw form, without any analysis or
processing. It means someone collected the data from its original source first hand.
Primary data has not been published yet and is more reliable, authentic and objective.
This data provides a wealth of information for researchers as primary data has not been
altered or changed by human, therefore it provides validity greater than secondary data.
Primary data are collected with the objective of identifying some specific factors needed
by the researchers. Depending on the nature of a study, the primary data may be provided
along with reports and analysis so readers can look at it directly, or it may be kept
confidential. The people who gather primary data may be an authorized organization,
investigator, enumerator or they may be someone that has witnessed an event.
Primary data can be obtained through questionnaire, checklist, distribution,
interview, observation, records, experimental approach and survey approach.
Questionnaire is a series of questions design to elicit information which gather
information from the respondents. This can be obtained through oral interviews or
written questionnaires. Examples of questionnaires are self-administered questionnaire,
interviewer-administered questionnaire, telephone questionnaire, delivery and
questionnaire and postal or mail questionnaire. Checklist are items that have several
questions on a topic and require the same response of format. For example, a list of
characteristics of a topic are given and level of evaluation is needed to be filled in by the
participants. Interview are conducted orally or verbally in standardized or non-
standardized format between the researcher and the subject. The standardized format
maybe in structure (formal) or non-structure (informal) format. Structure interview
operates in a formal written instruments referred as interview schedule where questions
are designed prior to the interview in orderly manner. Whereas, unstructured interview
are more conversational and conducted in a usual situation which provides more
flexibility in questioning the subject. The non-standardized format has two ways of
conducting the interview which is through one-to-one or one-to-many communication.
One-to-one interview is conducted via face-to-face, telephone or internet mediate
interview. Observation is commonly used in qualitative research. There are two types of

5
 BBRC 4103
observation method; structured and unstructured. Structured observation are done through
the preparation of record-keeping forms such as category system, checklists and rating
scales. In structured observation, researchers are typically has some prior knowledge
about the behaviour or event of interest. A method of collecting research data that has
both opponents and proponents are known as unstructured observation. Records refer to
all the numbers or statistics that organizations and people keep as record for their
activities. For examples, census data, educational records, hospital or clinic records.
Experimental approach is a powerful design tools for testing hypothesis of casual
relationships among variables. The researcher controls the independent variables and
watches the effects on the dependent variables. Survey is a detailed study of geographical
area to gather attitudes, impressions, opinions, satisfaction levels and etc. The researcher
investigates a community or a group of people for its study. Other examples of primary
sources can also be letter written by a person, speeches, photographs taken by
cameraman, legislation and court order and creative works such as music, arts, plays and
novels.

Country 1995 2000 2002 2003 2010

Malaysia 83.5 88.7 88.7 88.9 93.1

6
 BBRC 4103
Figure 2: Literacy Rate in Malaysia (Source: CIA World Factbook)

4.0 DISCUSSION ON APPROPRIATE DATA NEEDED IN A RESEARCH

STUDY ON LITERACY LEVEL AMONG PUBLIC IN MALAYSIA.
Literacy is defined as the ability to read and write. UNESCO’s definition of
literacy refers to the ability to identify, understand, interpret, design, communicate, and
learn to use printed and written materials relating to a variety of contexts. Literacy rate
also is a key indicator for measuring human capital and the ability of nations to develop
their human capital. Policy makers view literacy may increase the individual’s
employment opportunities and access to education at a higher level. In the education
context in Malaysia, literacy proficiency is the foundation and most important goal of the
national system of education. The importance of literacy to human capital development
of a country like Malaysia is urgent as a result of the continuous impact of globalization
to the future and well-being of the country. Human capital in literate development is very
important to a country to meet the growing demand for producing manpower who are
knowledgeable, skilled, and qualified and meet the challenges of globalization. The need
to produce people who are literate through the education system also has to do with the
quality of life of a country development.
The conceptual framework of the study is to research the literacy rate among
public in Malaysia. The concept is adopted by the IALS (International Adult Literacy
Survey) which refers to the ability to understand and use printed information in the
activities of home, office and in the community to develop their potential and achieve
self-knowledge. In accordance to the research, the objective and research questions of
study need to be identified. In addition, the instruments use for the study also need to be
appropriately choose in order to have an ultimate findings for public references. The most
appropriate method for the case study is primary data.
Primary data is suitable for this research study because data is collected on a
specific issues in hand by using procedures that best fit the problems which is

7
 BBRC 4103
questionnaires, observations, interviews, surveys and sampling. The research study are
more concentrate and focus to the situation by using primary data collection method. It
also reveals problems which is timely remedial measure to be instituted. Moreover,
primary data provides an efficient spending on the collection of information as the
sources are more focused on the issues. Therefore, allocation of funds are maximize
efficiently. Primary data collection is designed to collect information that the research
wants to know and reports it for the benefit of the study; which in this case study is to
find out the literacy rate among public in Malaysia and the reports of the study will be
distribute to community as secondary data for references. Therefore, researchers need to
get data directly from the field and respondents through questionnaires, sampling and any
other primary data collection method. Secondary data collection may not fit the purpose
of this study as it does not provide present results. Secondary data are based on past event
and judgements of the previous research. In addition, primary data is more objectivity
and subjectivity as it is extracted directly from the fields. There will be no personal biases
or misleading information reported on the research. This justifies that it easy to measure
the validity and reliability of the data by using primary data collection method in
diagnosing the issues. First-hand information that is obtained through the field is more
reliable and trustworthy. As the research requires to analyze and interpret data, primary
data collection is the most appropriate and suitable method as the information are
authentic. The research study on literacy rate among public in Malaysia requires very
much participation for response and reality from the respondents. The use of
questionnaires and interviews facilitates full participation from the respondents and it is
easy to understand the respondent’s opinions, experiences, attitudes and perception
towards the subject. However, to ensure valid responses, questions asked need to be
carefully designed, evaluated and tested. Furthermore, primary data collection not only
allow researchers to focus on specific issue, it also enables him to have greater control
over the information collected. He can decide on the set of respondents, detect the
problem area and time frame to complete the tasks. Also the primary data collection can
be analyze and interpret easily according to the needs of the research rather than relying
on the interpretation of secondary data. In fact, primary data also can be used as
prediction for alternative solutions.

8
 BBRC 4103

5.0 CONCLUSION
The ability to distinguish between primary data and secondary data is essential
whether conducting research in the social sciences, humanities, arts or natural sciences.
Basically, this distinction illustrates the degree to which the author of a piece is removed
from the actual event being described, informing the reader as to whether the author is
reporting impressions first hand (or is first to record these immediately following an
event), or conveying the experiences and opinions of others – second hand.

Primary data sources are contemporary accounts of an event, written by someone

who experienced or witnessed the event in question. These original documents are often
diaries, letters, memoirs, journals, speeches, manuscripts, interviews and other such
unpublished works. They may also include published pieces such as newspaper or
magazine articles (as long as they are written soon after the fact and not as historical
accounts), photographs, audio or video recordings, research reports in the natural or
social sciences, or original literary or theatrical works.

The function of secondary data is to interpret primary sources, and so can be

described as at least one step removed from the event or phenomenon under review.
Secondary source materials, then, interpret, assign value to, conjecture upon, and draw
conclusions about the events reported in primary sources. These are usually in the form
of published works such as journal articles or books, but may include radio or television
documentaries, or conference proceedings.
Ultimately, all source materials of whatever type must be assessed critically and
even the most scrupulous and thorough work is viewed through the eyes of the
writer/interpreter. This must be taken into account when one is attempting to arrive at the
'truth' of an event.

9
 BBRC 4103

2649 words

ATTACHMENTS
REFERENCES

1. Shuttleworth, Martyn (2008). "Definition of Research". Explorable.

Explorable.com. Retrieved 14 August 2011.
2. Creswell, J. W. (2008). Educational Research: Planning, conducting, and
evaluating quantitative and qualitative research (3rd Ed.). Upper Saddle River:
Pearson.
3. United Nation Education, Scientific, and Cultural Organization (2003). Literacy:
a UNESCO perspective, Paris.
4. A. R. A. Rashid (2000). Wawasan dan agenda pendidikan. Utusan Publications
and Distributions, Kuala Lumpur.
5. Dr. Ahmad Shah et.al. (2011). Research Methodology. Open University Malaysia.
6. University Library (n.a). Distinguish between Primary and Secondary
Sources:Home. http://guides.library.ucsc.edu/primarysecondary [online].

10