Ph.

D Course Work

Dr. Hemant Sharma

Professor, ABS
Amity University, Gurgaon
sharma_hemant1@rediffmail.com
hsharma@ggn.amity.edu

What Research Is Not

Research isnt information gathering:
Gathering information from resources such books or
magazines isnt research.
No contribution to new knowledge.

Research isnt the transportation of facts:

Merely transporting facts from one resource to another
doesnt constitute research.
No contribution to new knowledge although this might
make existing knowledge more accessible.

What Research Is
Research is:
the systematic process of collecting and analyzing
information (data) in order to increase our understanding
of the phenomenon about which we are concerned or
interested.1

Research is like a journey

ESSENTIALS OF A RESEARCH
When you say that you are undertaking a research study to find answers to a
question, you are implying that the process;
1.is being undertaken within a framework of a set of philosophies ( approaches);
2.uses procedures, methods and techniques that have been tested for their
validity and reliability;
3. is designed to be unbiased and objective .
Philosophies means approaches e.g. qualitative, quantitative and the academic
discipline in which you have been trained.
Validity means that correct procedures have been applied to find answers to a
question. Reliability refers to the quality of a measurement procedure that
provides repeatability and accuracy.
Unbiased and objective means that you have taken each step in an unbiased
manner and drawn each conclusion to the best of your ability and without
introducing your own vested interest. (Bias is a deliberate attempt to either conceal or highlight
something).

Research is never ending

process. It is a cyclical
process.

Types of Research
Descriptive
Correlational
Explanatory
Exploratory
Descriptive research - attempts to describe systematically a
situation, problem, phenomenon, service or programme, or provides
information about , say, living condition of a community, or
describes attitudes towards an issue.
Correlational research - attempts to discover or establish the
existence of a relationship/ interdependence between two or more
aspects of a situation.

Explanatory research- attempts to clarify why and how

there is a relationship between two or more aspects of a
situation or phenomenon.
Exploratory research- is undertaken to explore an area
where little is known or to investigate the possibilities of
undertaking a particular research study (feasibility study
/ pilot study).
In practice most studies are a combination of the first
three categories.

Uncertainty Influences
The Type Of Research
CAUSAL OR
DESCRIPTIVE

COMPLETELY
CERTAIN

ABSOLUTE
AMBIGUITY

EXPLORATORY

Degree of Problem Definition

Exploratory Research
Descriptive Research
Causal Research
(Unaware of Problem)(Aware of Problem)
(Problem Clearly Defined)
possible situation

Our sales are declining and What kind of people are buying Will buyers purchase more of
we dont know why.our product? Who buys our
our products in a new package?
competitors product?
Would people be interested
Which of two advertising
in our new product idea?
What features do buyers prefer campaigns is more effective?
in our product?

Exploratory Research Techniques

Three Examples
Secondary data (historical data)
Previously collected for another purpose
Literature survey
Databases (e.g., www.census.gov)

Pilot study
A number of diverse techniques

Focus Groups
6 to 10 people in group dynamics session

Descriptive Research Example

Femina magazine average customer:
Women
About 35 years old
Household income of about Rs 3.5 lakhs
Graduates or above
Trying to juggle children and a job

Descriptive Research Example

Mens fragrance market:

1/3 size of womens fragrance market

But growing at a faster pace
Women buy 80 % of mens fragrances
Men select fragrance from choice of 4-5
while women choose from as many as 10.

Causal Research
In this study the effects of a training program
administered (IV) are evaluated using pre- and
post-observations of the participants'
managerial skills (DV).
The control group received no management
training. The experimental group received
feedback and management training
The results of the study indicated that training
enhanced the effectiveness of managerial
skills.

A study of the impact of training in a management development

program based on 360 feedback, Robert T. Rosti Jr, Frank Shipper,
Journal of Managerial Psychology 1998.

Identifying Causality

Can NEVER prove causality.

Evidence of causality:
1. The appropriate causal order of events
2. Interdependent variation--two phenomena
vary together
3. An absence of alternative plausible
explanations

Often Use Experiments or Model building

in Causal Research

Classify in terms of exploratory,

descriptive or causal research
Predicting the stock prices of RIL in 2013;
Which of the two training programs is more
effective?
How does the culture effect leadership at our
branches globally?
Investigating reactions to a new taxation policy
Identifying target-market demographics of a new
shopping mall
To understand the relationship between customer
satisfaction and brand loyalty

THE RESEARCH PROCESS

The research process is similar to undertaking a journey. For a research

journey there are two important decisions to make1) What you want to find out about?
or what research questions (problems) you want to find answers to;
2) How to go about finding their answers?
There are practical steps through which you must pass in your research
journey in order to find answers to your research questions.
The path to finding answers to your research questions constitutes research
methodology.
At each operational step in the research process you are required to choose
from a multiplicity of methods, procedures and models of research
methodology which will help you to best achieve your objectives.

Stages of the Research Process

Problem Discovery
and Definition

Research
Design

Discovery and
Definition

and so on
Conclusions and
Report

Sampling
Data Processing
and Analysis
Data
Gathering

Research Stages
Cyclical process - conclusions generate new
ideas
Stages can overlap chronologically
Stages are functionally interrelated
Forward linkages
Backward linkages

Problem
discovery

Problem Discovery
and Definition

Selection of
Sample Design
Sampling

Selection of
exploratory research
technique
Secondary
Experience Pilot
(historical)
survey
study
data

Probability

Case
study

Data
Gathering
Data
Processing
and
Analysis

Problem definition
(statement of
research objectives)

Experiment
Laboratory

Conclusions
and Report

Survey
Field

Interview

Collection of
data
(fieldwork)
Editing and
coding
data
Data
processing

Selection of
basic research
method

Research Design

Nonprobability

Questionnaire

Observation

Secondary
Data Study

Interpretation
of
findings

Report

Stages In The Research Process

Problem Discovery and Problem Definition

Review of Literature
Research Design
Sampling
Data Gathering
Data Processing and Analysis
Conclusions And Report

The formulation of the problem

is often more essential than its
solution
By Albert Einstein

Problem Discovery

First and probably most important step

Too often neglected leading to costly errors
Provides direction for the project
Problem, opportunity, or monitor operations
Discovery before definition

State the research questions and

research objectives
Hypothesis:
A statement that can be refuted by empirical data.
Its an intelligent assumption.
Examples:1. Employees who are better trained have higher levels of
job satisfaction
2. Women make better HR managers compared to men
3. There is a relationship between technology upgradation
and transmission losses

Considerations in selecting a research problem

These help to ensure that your study will remain manageable and that you
will remain motivated.
1.Interest: a research endeavour is usually time consuming, and involves
hard work and possibly unforeseen problems. One should select topic of
great interest to sustain the required motivation.
Magnitude: It is extremely important to select a topic that you can manage
within the time and resources at your disposal. Narrow the topic down to
something manageable, specific and clear.
Measurement of concepts: Make sure that you are clear about the
indicators and measurement of concepts (if used) in your study.
2.Level of expertise: Make sure that you have adequate level of expertise
for the task you are proposing since you need to do the work yourself.

5. Relevance: Ensure that your study adds to the existing body

of knowledge, bridges current gaps and is useful in policy
formulation. This will help you to sustain interest in the study.
6. Availability of data: Before finalizing the topic, make sure
that data are available.
7. Ethical issues: How ethical issues can affect the study
population and how ethical problems can be overcome should
be thoroughly examined at the problem formulating stage.

Steps in formulation of a research problem:

Step 1: Identify a broad field or subject area of interest to you.

Research Design
Master plan
Specifies methods and procedures
Framework for action

Basic Research Methods

Surveys
Interview
Questionnaire

Experiments control conditions so that one or

more variables can be manipulated to test a
hypothesis
Field
Laboratory

Secondary data
Observation- visible or hidden

Selecting a Sample
Sample: subset
of a larger population.

SAMPLE

POPULATION

Sampling
Who is to be sampled?
How large a sample?
How will sample units be selected?
Probability Samples every member of the
population has a known, nonzero probability of
being selected
Nonprobability Samples

Types of Sample Designs

Probability

Non Probability

Simple random
Systematic
Stratified
Cluster

Convenience
Judgmental
Snowball
Quota
Opt-in
Panel

Data Gathering Stage

Focus on error minimization
Pretesting

Data Processing and Analysis

Editing
Checking the data collection
forms for omissions, legibility
and consistency
Coding
Rules for interpreting,
categorizing and recording
the data

Conclusions And Report Writing

Effective communication of the research
findings
Usually includes making recommendations
What does this mean to management?Managerial Implications
Provides direction
for future research.

Exercise: Translate Problems into

objectives and hypothesis
Food catering to employees is consuming a lot of
time and effort.
Sales of our Irons and Kettles are 40% higher than
our Ovens (OTG & MWO) appliances range.
Weve got permission from the government and
we need to start our operations- A large grocery
retailer
Few customers are using our on-line banking
products

Research Proposal
A written statement of the research design
that includes a statement explaining the
purpose of the study.
Detailed outline of procedures associated
with a particular methodology

Exercise for Session I & II

The income tax department would like to
increase its tax collection. At the same time
it would also like to improve its service
quality.
Prepare a Research Proposal in line the
Research Process described in this session.

Questions??