INTRODUCTION TO RESEARCH

What is Research?
Research is defined as “A careful investigation or inquiry specially through search for new facts
in any branch of knowledge.” Oxford Advanced Learner’s Dictionary.

Research is
o Scientific and systematic search for pertinent information on a specific topic.
o Search for knowledge
o Research is a process, not a product
o Research is a journey from known to unknown

Research is not
o Cut-copy-paste
o Gathering information from resources such as books or magazines.
o Mere transportation of facts from one resource to another.
o Catchword to get attention

Objectives of the Research

To establish or confirm facts, restate the results of previous work, solve new or existing
problems, support theorems, or develop new theories

Research is important in any business to stay competitive in the market.

Through by surveys, a company can analyze

o the likes and dislikes of consumers.
o to scrutinize its rivals in the industry.
o to update itself on the latest market trends and so on

Business Research
It is a systematic enquiry that provides information to guide managerial decisions.

It is a process of planning, acquiring, analyzing, and disseminating relevant data, information,

and insights to decision makers in ways that mobilize the organization to take appropriate
actions that in turn, maximize business performance.
Scopes of Business Research
It is used to solve the various operational & planning problems that arise in business
organization which include problem related to Marketing, Finance, HR, & Production.

Market Research
It aims at understanding & examining the market place in which it operates & which helps the
organization to devise business policies & marketing strategies.

Operational Research
It uses the mathematical, logical & analytical methods to find optimal solutions to business
problems & which is mainly used for demand forecasting, optimizing the production & the
best investment options.

Motivational Research
It analyzing the reasons & motives behind people’s behavior & which is used to understand the
behavior of the employee & consumer

Qualities of Good Research

o Clearly defined Purpose
o Detailed process
o Thoroughly planned Research design
o High ethical standards applied
o Frankly revealed Limitations
o Adequate analysis for decision-makers’ needs
o Unambiguously Findings
o Justified Conclusions
o Researcher’s experience reflected

RESEARCH TYPES
The research can classify into different categories on the basis of following:
1. Nature of information:
Qualitative Research: When information is in the form of qualitative data.
Quantitative Research: When information is in the form ofquantitative data.
 2. Nature of subject matter of research
Basic / Fundamental /pure or Theoretical Research: Its utility is universal.
Experimental or Applied Research: Its utility is limited.
Examples:
Basic research expands the body of knowledge in a particular field or to provide knowledge
for the use of others.
E.g., If a study is conducted to know factors which determine the shopping habits of men and
women is a basic study.
E.g., Research in pure mathematics

Applied research: Solving a particular problem or for guiding a specific decision and usually
its results are private.
E.g., If a company has to decide whether a proposed package change would likely to be a
success in the market or not.

3. Approach of research:
Longitudinal Research: Examples of this category are Historical, Case Study and Genetic
Research.
Cross-Sectional Research: Examples of this category are Experimental and Survey Research.

4. On the basis of method of research:

Philosophical Research: It is purely qualitative in nature and focusing on the vision of others
on the content of research.

Historical Research: It is both qualitative as well as quantitative in nature and deals with
pastevents.

Survey Research (Non experimental): It deals with present events and is quantitative
innature. It may further be sub-divided into;
Descriptive, causal and exploratory type of research

Experimental Research: This is purely quantitative in nature and deals with future events.

Case-Study Research: It deals with unusual events. It may be qualitative as well as

quantitative in nature depending upon the content.
 BACKGROUND OF RESEARCH
1. Theory
2. Concepts
3. Constructs
4. Variable
1. Theory
A set of logically consistent ideas about the relationships between empirical phenomena (i.e.,
concepts) that permits those ideas to be tested using observations.

Theories are formulated to explain, predict, and understand phenomena and, in many cases,
to challenge and extend existing knowledge within the limits of critical bounding assumptions.

Dimensions of Theory
o That which underpins research design: Theory as paradigm
o That which may inform our understanding of the phenomenon under investigation:
Theory as a ‘lens’
o That which may emerge from our study: Theory as new knowledge

Inductive Theory
Inductive theorizing begins with a few assumptions and broad orienting concepts. Theory
develops from the ground up as the researchers gather and analyze the data. Theory
emerges slowly, concept by concept, and proposition by proposition, in a specific area. Over
time, the concepts and empirical generalizations emerge and mature. Soon, relationships
become visible and researchers weave knowledge from different studies into more abstract
theory.

Deductive Theory
Empirical results affect the way theory is expanded and altered. In a deductive approach,
researchers use theory to guide the design of a study and the interpretation of results. As
researchers continue to conduct empirical research in testing a theory, they develop
confidence that some parts of it are true.

Researchers may modify some propositions of a theory or reject them if several well-
conducted studies have negative findings.
2. Concepts
Abstract ideas which have been "defined" according to particular characteristics.
E.g., Make in India, Green Marketing, Motivation, Advertisement, Brand Promotion etc.

3. Construct
Underlying characteristic that has measurable aspects. This allow the researcher to
"measure" the concept and have a common acceptable platform when other researches do a
similar research.
E.g., Measuring advertising effectiveness, impact of brand promotion is a construct.

4. Variable
The observable and measurable characteristics the researcher specifies, studies, and draws
conclusions about.
Types of variable:
• Independent variable (predictor variable): A variable or construct that influences
or explains the dependent variable.
• Dependent variable (criterion variable): A variable or construct the researcher
hopes to explain and/or predict.
• Moderator variable: A variable that has an effect on the independent– dependent
variable relationship. The presence of a moderator variable modifies the original
relationship between the independent and dependent variables by interacting with the
independent variable to influence the strength of the relationship with the dependent
variable.
• Mediating variable (intervening variable or confounding): A variable that
surfaces as a function of the independent variable and explains the relationship
between the dependent and independent variables.
• Categorical variables result from a selection from categories, such as 'agree' and
'disagree'. Nominal and ordinal variables are categorical.
• Numeric variables give a number, such as age.
• Discrete variables are numeric variables that come from a limited set of numbers.
They may result from, answering questions such as 'how many', 'how often', etc.
• Continuous variables are numeric variables that can take any value, such as weight.
• Extraneous variables are additional variables which could provide alternative
explanations or cast doubt on conclusions.

For further study refer the following;

a. https://courses.lumenlearning.com/suny-hccc-research methods/chapter/chapter-
4-theories-in-scientific-research/
b. https://libguides.usc.edu/writingguide/theoreticalframework
c. https://www.bcg.com/en-in/publications/2019/ten-trends-altering-consumer-
behavior-india

RESEARCH PROCESS
• Identify and Define the Problem
• Formulate Hypotheses
• Select a Research Design / Strategy
(i) Select the sample
(ii) Develop tools of measurement
(iii) Collect data
(iv) Decide techniques for data analysis and interpretation
• Tabulate and Analyze Data
• Interpret the Results and Draw Conclusions
• Prepare a Research Report