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Lecture 1

Research Methodology - Introduction

By
Dr. Saddam Hussain,
Deputy Head/Assistant Professor (MS)
CIIT, Attock
Slide 1.2

Objectives of this session

Be able to outline the purpose and distinct focus of


management research;
Be able to place your research project on a basic-applied
research continuum according to its purpose and context;
Understand the stages you will need to complete (and
revisit)as part of your research process;

Saunders, Lewis and Thornhill, Research Methods for Business Students, 5th Edition, Mark Saunders, Philip Lewis and Adrian Thornhill 2009
Slide 1.3

Introduction

Research means a search for knowledge


It is the meticulous & methodical investigation into a
specific area.
It helps in identifying the root cause of a problem and
devising innovative ways to solve it.
The knowledge of basics research helps you to
critically analyze various business-related problems
from multiple dimensions

2-3
Saunders, Lewis and Thornhill, Research Methods for Business Students, 5th Edition, Mark Saunders, Philip Lewis and Adrian Thornhill 2009
Slide 1.4

Introduction to the research process

Things to consider

Realities and pitfalls of research

Approaches, strategies and methods

Techniques and procedures for data collection and analysis

Appropriate use of information technology

Saunders, Lewis and Thornhill, Research Methods for Business Students, 5th Edition, Mark Saunders, Philip Lewis and Adrian Thornhill 2009
Slide 1.5

Terminology

Methods -
The techniques and procedures used to obtain data

Methodology -
The theory of how research should be undertaken
Saunders et al. (2009)

Saunders, Lewis and Thornhill, Research Methods for Business Students, 5th Edition, Mark Saunders, Philip Lewis and Adrian Thornhill 2009
Slide 1.6

Some ways in which the term research is used


wrongly

Just collecting facts or information with no clear purpose;


Reassembling and reordering facts or information without
interpretation
As a term to get your product or idea noticed and
respected.

Saunders, Lewis and Thornhill, Research Methods for Business Students, 5th Edition, Mark Saunders, Philip Lewis and Adrian Thornhill 2009
Slide 1.7

Nature of research
Definition:
Something that people undertake in order to find things out in a
systematic way, thereby increasing their knowledge (Saunders et
al. , 2009)
Business Research may be defined as the systematic and objective
process of gathering, recording and analyzing data for aid in
making business decisions (Zikmund, 2002, p. 6)

Characteristics:
Data are collected systematically
Data are interpreted systematically
There is a clear purpose to find things out

Saunders, Lewis and Thornhill, Research Methods for Business Students, 5th Edition, Mark Saunders, Philip Lewis and Adrian Thornhill 2009
Slide 1.8

What does it suggest systemically and to to find


out things

systematic suggests that research is based on logical


relationships and not just beliefs.

to find out things suggests there are a multiplicity of


possible purposes of your research.

These may include describing, explaining, understanding,


criticizing, and analyzing.

Saunders, Lewis and Thornhill, Research Methods for Business Students, 5th Edition, Mark Saunders, Philip Lewis and Adrian Thornhill 2009
Slide 1.9

Features of Business Research

Key debates
Knowledge production (Modes 1 and 2 knowledge)
The relevance gap
Evidence based management
Basic and applied research

Saunders, Lewis and Thornhill, Research Methods for Business Students, 5th Edition, Mark Saunders, Philip Lewis and Adrian Thornhill 2009
Slide 1.10

Modes of Knowledge Production


Mode I: questions set and solved by academic
interests, fundamental nature, little emphasis on
utilization (Gibbons et al., 1994) pure research

Mode II: context governed by practice, collaborative,


need for practical consequences (Gibbons et al.,
1994) applied research

Mode III: focus on the human condition assure


survival and promote the common good (Huff and
Huff, 2001)

Saunders, Lewis and Thornhill, Research Methods for Business Students, 5th Edition, Mark Saunders, Philip Lewis and Adrian Thornhill 2009
Slide 1.11

Basic and applied research

Sources:
)

Saunders, Lewis and Thornhill, Research Methods for Business Students, 5th Edition, Mark Saunders, Philip Lewis and Adrian Thornhill 2009
Research Process
Slide 1.13

The research process

Factors to consider
The impact of your personal feelings and beliefs
Access to data
Time and other resources
Validity and reliability of the data
Ethical issues

Saunders, Lewis and Thornhill, Research Methods for Business Students, 5th Edition, Mark Saunders, Philip Lewis and Adrian Thornhill 2009
Slide 1.14

Summary
Business and management research
Is trans-disciplinary
Engages with both theory and practice
Involves undertaking systematic research
Should be undertaken with rigour

Saunders, Lewis and Thornhill, Research Methods for Business Students, 5th Edition, Mark Saunders, Philip Lewis and Adrian Thornhill 2009
Slide 1.15

Recommended Books
Core Text
Saunders, M., Lewis, P. & Thornhill, A (2009). Research Methods for
Business Students (5th ed.), Pearson/Prentic Hall Education: Harlow,
England
Zikmund, W. G., Babin, B.J., Carr, J. C., & Griffin, M. (2009) Business Research
Methods, (8th ed.), South-Western College Publisher
Related/Reference Books
Tharenou, P., Donohue, R. & Cooper, B. (2007). Management Research
Methods. Cambridge University Press: UK.
American Psychological Association (2002). Publication Manual of the
American Psychological Association (5th ed.).Washington: American
Psychological Association.
Stark, R. (2003). Research & Writing Skills: Success in 20 minutes a day
(Ist ed.). Learning Express, LLC: New York.
Other related stuff (books and articles) will be shared by the course
teacher. th
Saunders, Lewis and Thornhill, Research Methods for Business Students, 5 Edition, Mark Saunders, Philip Lewis and Adrian Thornhill 2009
And finally..

there is no one best way for


undertaking all research

Saunders et al. (2009)

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