Instructors Manual

The Nature of the Research

Methods Class
This manual is prepared with an aim to assist lecturers who are new in the research methodology course.
To those seasoned lecturers this manual could also be used as reference to assist them in developing
effective classroom teaching and learning strategies. This manual is planned for a 3 credit course to be
completed within a 14-16 weeks semester.
Looking at the nature of the Research Methods course, there are quite a numbers of topics that students
need to master within the short span of a semester (14-16 weeks). Those responsible to teach must
carefully present the materials in a manner that will attract the students attention and at the same time
establish the right pace and premise.
Research methods course is a compulsory component in most undergraduate programmes. Basically,
this course is designed with the intention to provide students with the relevant knowledge and skills
to undertake undergraduate research dissertations or projects. Most often, students feel that learning
the research methods course could be a perennial challenge. Normally, students have difficulty linking
abstract research methods topics and theories to real life situations. Again, teaching and learning research
could be two different things. Lecturers must not use a lecture-centred approach in teaching research
methods. Lecturers need to adopt an eclectic approach when dealing with each individual class session or
topic. Lecturers must aim at showing the students that regardless of their future undertakings, working
within a research frame of mind is critical under any circumstances. At the end of each chapter, suggested
student assignments are offered.

Instructors Manual
CHAPTER
ONE

Introduction to
Business Research

Learning Outcomes
After studying this chapter, student should be able to:
Highlight the importance and scope of business research
Describe what research is and how it is defined
Differentiate between applied and basic research
Describe the importance of research for a manager
Identify when is business research needed
Describe the ethical issues involved in business research

Introduction
1 The instructor is responsible in the first meeting to highlight the importance of research in todays
competitive business world. Hence, the instructor has to present the materials so as the make
students realize the importance of research and become more appreciative about research.
2 To assist students to explain the difference between research-based problem solving and intuition
to solve problems.
3 To stress the importance of ethical behavior in business research.
In ones everyday life, one encounters problems from time to time. It might be a family problem or
a financial problem or a problem related to the organization one is working with. What to do when
encountered with such problems? The obvious answer isto try and find solutions to the problem.
How to solve the problem?
(This is a challenging task for any instructor teaching research methods. Nevertheless, teaching
research methods needs an eclectic approach. Instructors need to create a situation whereby students
are able to visualize a phenomenon. Asking students basic questions and provoking them to think
why the situation is as such. We want students to start asking questions and be able to connect or
relate all the factors that could contribute to the problem.)
To try and gather the information relating to the existing problemone might discuss it with
friends, family members and colleagues (depending on who can help to discuss the current
problem) to gather relevant information. This is how personal problems can be solved.
Like personal problems, we encounter problems big or small on a daily basis in our organizations
which may have to be resolved by making the right decision. Some of the problems might be
simple and can be resolved quickly without much thought given to it.

Introduction to Business Research

1.1 Importance of Business Research

Instructors have to put this issue into perspectivequestions pertaining to why some organizations
understand the importance of research and why some dont. When we try to push the idea of the
importance of research, we must look from both perspectivesthe business organization and the
researcher. It could be that the nature and size of the business.
Questions like, Do we really need research to explain something that is readily available without
having to carry out research and spend a lot of money?. Using an example highlighted in the
text or any relevant examples, instructors will be able to deliberate or elaborate issues related to
research.

1.2 Scope of Business Research

Business research covers a wide range of phenomena. For managers the purpose of research is
to fulfill the need of knowledge of the organization, the market, the economy or other areas of
uncertainty. A common aspect of all organization is that each day managers encounter problems
big or small, which they have to solve by making right decisions.
The problems may occur in any areas of business such as accounting, finance, management and
marketing. There is no clear demarcation on the classification of problems on the basis of areas.
Some of the problems might be considered as the integration of problems related to two and more
areas. Sometimes, a problem is to be investigated in the context of the external environment facing
the business. For example, economic, political, technological, competitive and other relevant
global factors could be stressed upon while investigating a particular problem in the business.
Some examples of commonly researched areas in business are and not limited to:
employee behaviours such as performance, absenteeism and turnover;
employee attitudes such as job satisfaction, loyalty and organizational commitment;
employee selection, recruitment, training and retention;
validation of performance appraisal systems;
human resource management choices and organizational strategy;
brand loyalty, product life cycle and product innovation;
product positioning, product modification and new product development;
consumer complaints, and
location analysis.

1.3 What is Research?

Instructors have to take various approaches to explain what research is all about. Once students
have the understanding the meaning of research then the instructors role will become more critical
to further explain the technicality of the term.
Research is the intellectual application of the investigation of a matter. It is used for discovering,
interpreting and development of methods and systems for the advancement in human knowledge.
Instructors can use historical information to elaborate the importance of research. Today, the
society has moved from the Stone Age to the computer age. This long march is the result of
constant research and investigation. John Best: Research is a systematic activity directed towards
the discovery and the development of an organized body of knowledge.

1.4 Defining Business Research

Business research can be described as a systematic and organized effort to investigate a scientific
problem encountered in the work setting that needs a solution.

Instructors Manual

Managers need to recognize that most problems are opportunities in disguise. For example, a
customer complaint can be an opportunity to increase market share.
It comprises a series of steps:
First stage: To know where the problem areas exist in the organization and to identify as clearly
and specifically as possible that need to be studied and resolved.
Second stage: Gather the relevant information (data) from different sources.
Third stage: Critically analyze the information (data) and determine the factors that are associated
with the problem.
Fourth stage: Give the solution to the existing problem by taking necessary corrective action.
We can define the business research as an organized, systematic, data-based, critical, objective,
scientific enquiry or investigation into a specific problem, undertaken with the purpose of finding
answers and solutions to it.

1.5 Types of Business Research: Applied and Basic

Research
Basic research (also called fundamental or pure research) has as its primary objective of the
advancement of knowledge and the theoretical understanding of the relations among variables. It
is motivated by a desire to better understand some business-related phenomena as it applies to all
of an industry or all of business in general. Basic research is not undertaken to solve any specific
problem that a business firm is encountering in the organization, rather it is undertaken to develop
and evaluate concepts and theories. Thus, the basic research provides the foundation for further
studies often applied research.
Research motivated by the desire to know in order to use knowledge for practical concern is often
called applied research. It is generally undertaken by researchers to solve a current problem
faced by the organization in the work setting which requires timely solution. This type of research
is based on the application of known theories to the actual operational field. Applied research
aims at finding a solution to an existing problem, whereas basic research is directed towards the
formulation of a theory.
In case of a theory not holding good, the researchers interest may further be stimulated to know
why a given theory does not apply and what modifications would be required to make the theory
operational in that situation. Applied research often takes the form of a field investigation and aims
at collecting the basic data for verifying the applicability of existing theories in a given situation.
It is quite possible that some organizations may later on apply the knowledge gained by the findings
of such basic research to solve their own problems.

1.6 Managerial Value of Business Research

Making decisions have become a daily task for managers. It is vital for managers to make right
decisions in timely manner. Thus, managers must have some special qualities if they are to do justice
to their assignment. The understanding of research methods will certainly help the managers to
understand, predict and control the environment of the organization. It is important for managers
to be familiar with research and research methods. This will help the managers to:
Identify and effectively solve minor problems in the work setting.
Know how to discriminate good from bad research.
Appreciate and be aware of the multiple influences and multiple effects of factors impinging on
a situation.

Introduction to Business Research

Take calculated risks in decisionmaking.

Prevent possible vested interests from exercising their influence in a situation.
Relate to top hired researchers and consultants more effectively.
Combine experience with scientific knowledge while making decisions.

1.7 When is Business Research Needed?

A manager encountering the problem in the organization faces the initial decision of whether or not
research should be conducted. Should the manager go for research at any cost to find out the solution
to every existing problem? The need of research centres on the following factors.

1.7.1 Time Constraints

The manager should go for research when it does not delay the decision making process beyond a
certain limit. In many instances management needs to take quick decision and so they do not have
time for research. As a consequence, decisions are sometimes made without adequate information or
thorough understanding of the situation.

1.7.2 Availability of Data

Often managers already process enough information to make sound decisions without conducting
research. Managers must ask themselves if the research will provide the information needed to answer
the basic questions about the decision. If the necessary data cannot be obtained, the research cannot
be conducted. Organizations engaged in international business often find that data about business
activities or population characteristics that are readily available in the developed countries like USA
are non-existent or sparse in many developing countries.

1.7.3 Nature of Decision

The value of research depends on the nature of the managerial decision to be made. A routine
tactical decision that does not require a substantial investment may not seem to warrant a substantial
expenditure for research. The research cost of determining the proper wording to use in the updated
manual is likely to be too high for such a minor decision.

1.7.4 Benefit versus Costs

There are both costs and benefits to conducting a business research. In any decision-making situation,
managers must identify alternative courses of action, and then weigh the value of each alternative
against its cost. When deciding whether to make a decision without research or to postpone the
decision in order to conduct research, managers should ask the following questions.
Will the payoff or the rate of return be worth the investment?
Will the information gained by research improve the quality of the managerial decision enough
to warrant the expenditure?
Is the proposed research expenditure the best use of available funds?

1.8 Ethical Consideration in Research

Ethics are norms or standards of behaviour that guide moral choices about ones behaviour and
relationship with others. The goal of ethics in research is to ensure that no one is harmed or suffer
adverse consequences while following any stage of research. They involve the researchers dealing
with management, respondents and their own professional integrity.

Instructors Manual

1.8.1 Ethical Consideration and the Sponsor

There are some ethical considerations to take into account while dealing with the research client or
sponsor.
The researcher should acquire an understanding of the project objectives during the interview
with key decision makers. Once a study is envisioned, researchers need to honestly assess their
capabilities, and if they lack the skills or resources to carry out the project, they should decline it.
Often the sponsor or client does not have specialized knowledge of research and is, therefore, in
a vulnerable position. The research must be conducted in a professional manner with scientific,
systematic and organized approach.
The sponsor or client has a right to expect that all matters pertaining to the research project will
remain confidential. The sponsor depends on the researcher to ensure that any commercially
sensitive information does not come to the attention of any other parties, either deliberately or
accidentally.
It is an obligation of the researcher to submit the research report to the sponsoring company at the
specified time agreed by both the parties, so that it does not delay the decision-making process of
the management.

1.8.2 Ethics and Target Respondents

Instructors need to highlight the main responsibilities of the researcher are outlined below.
Any information collected for the purpose of business research from a respondent should not be
misused for any other purpose.
Forcing respondents to answer a questionnaire or certain questions on the questionnaire is not
good professional practice. Find better ways to get their responses.
Needs to assure confidentiality.
Try to avoid questions personal in nature. If this is part of the research, trained field staff how to
handle this sort of questions.
It is the responsibility of the researcher to accurately reflect the respondents replies in his report
to the sponsoring organization.

1.8.3 Researcher and Team Members

Another important ethical responsibility of a researcher exists with his/her team members.
It is the responsibility of the researcher to design a project so that the safety of interviewers,
experimenters or observers is protected. It is unethical to require the staff members to enter an
environment where they feel physically threatened.
Researchers should require ethical compliance from team members just as sponsors expect the
ethical behaviour from the researcher.
Teaching points
In summary, this chapter addresses the various topics in research:
(i) clear identification of a problem,
(ii) collection of relevant information,
(iii) critically analyzing the information and determining the factors associated with the problem,
and
(iv) taking the necessary corrective action. Research can be either basic or applied. The basic research
helps us to understand certain phenomena which commonly occur in the organizations.