In the name of Allah Kareem,

Most Beneficent, Most Gracious,

the Most Merciful !
 What is Research ?

In simple words Re-search mean “Search Again”

OR

“It is a process of gathering information to

answer a question”
 What is Business Research ?

“Business Research is a systematic and objective

process of gathering, recording and analyzing
data for making good business decisions”
 Examples of Business Research

t is the best strategy to promote a particular product? (Mark

t is the main reasons for employee turnover? (HRM)

t is the rate of return on particular investment? (finance)

 WHY WE SHOULD STUDY RESEARCH
METHOD?
The best reason for learning about research methods is that
these methods are used by the Managers to answer the
questions regarding day to day business problems. Following
1- some
are Management
other implicationsIs A research:
of the Science: Management
is a science to gather and interpret information in
2- order
Reduce
to makeUncertainty:
effective decisions.The prime managerial
value of business research is that it reduces uncertainty
by providing required information and improves the
following four stages of decision making:

 Identifying problems and opportunity.

 Diagnosing and assessing problems or
opportunities.
 Selecting and implementing a course of action.
 Evaluating the course of action.

6
3- Conducting A Study: Research method
course is very useful for you as you have to do your
master’s thesis in order to complete your degree
requirement and it is also helpful to you at some
time in future because being a professional
everyone wants to read and understand the most
4- Reading
recent researchAnd Evaluating
in order to be up dateOther
in his
People’s
profession. Study: A grasp of research
terminology will allow you to read and understand
research articles and critically evaluate it. Rather
than reading a summary of someone else’s research
in a magazine, news paper, or textbook, you can read
the original article your self and draw your own
5- Understanding
conclusion. Brief Description
Of Studies: A research method course will
help you understanding abbreviated description of
studies given as evidence supporting some
conclusion or theory.
6- Thesis is based on Research :
besides all the business related benefits of the
research studies, it is also useful for your academic
requirement of thesis as being compulsory for your
degree
7- Making Decisions In Our Daily
Lives: Besides becoming a researcher, to be an
effective, participating member of 21st century one
must understanding the research process in order
to evaluate and act on research results.
8- Being A Better Thinker: The research
methodology will also improve your thinking as it is
a logical and objective method of finding answer to
a question which may apply to all aspects of life.

9- Secret Of Success: “The secret of success is

to know something nobody else knows” .

8
 THEORY
Theory is a standardized principle on which basis we can
explain the relationship between two or more concepts or
variables.
PURPOSE OF THEORY
Prediction and understanding are the two
purpose of theory.
LEVELS OF THEORY
1. Abstract level
At the abstract level. Concepts and
propositions are the elements of theory
2. Empirical level
At the empirical level theory is concerned with
variables and testable hypothesis, the empirical
counterparts of concepts and propositions.
More Satisfaction increases the Higher Temperature reduces the
Motivation level Productivity

Theory

Satisfaction & Motivation Temperature & Productivity

hard work & thirst Proposition Hypothesis Height & Weight,
Honesty and success Distance & Speed

Height, Weight,
Motivation, thirst, concept variable Temperature,
honesty, Distance
satisfaction

Abstract Empirical
level level

10
 THEORY DEVELOPMENT PROCESS
1. Induction process
2. Deduction process
Theory
All rosebushes have thorns

Deduction Induction

Predicted Observation Actual Observation

If I check my neighbor’s rose bushes,I notice that the five rosebushes

I should find that they all have thorns in my backyard all have thorns

11
 DEDUCTION AND INDUCTION
1. Theory

2. Hypothesis 1. General Research Questions

Deduction

Induction
3. Data Collection 2. Data Collection

4. Findings 3. Findings

5. Hypothesis confirmed or 4. Generation of Theory

rejected

6. Revision of theory
12
Classification of
Research
RESEARCH PARADIGMS/ WORLD VIEWS

Positivism Interprretivism Pragmatism

 Determination  Understanding  Consequence
 Reductionism  Multiple s of actions
 Empirical participant  Problem
observation meanings centered
and  Social and  Pluralistic
measurement historical  Real-world
 Theory construction practice
verification  Theory oriented
generation
14
 RESEARCH PARADIGMS & PHILOSOPHICAL
ASSUMPTIONS
Sr. Philosophical Positivism Interpretivism Pragmatism
# Assumption
1 Ontology: - Singular reality Multiple realities Singular and
existing apart from shaped by multiple realities.
researcher’s researcher’s e.g. researchers
What is the nature
perception and prior test hypothesis
of reality?
cultural biases. understanding and provide
OR
(Objectivism) (constructionism) multiple
what is
e.g. researchers . perspectives.
knowledge?
reject or fail to reject e.g. researchers
hypothesis. provides quotes
2 Epistemology Distance and Closeness
to illustrate(e.g. Practicality (e.g.
impartiality (e.g. researchers visit researchers
:- researchers
different
participants
What is the perspectives.at collect data by
objectively collect their sites to “what work” to
relationship
data on collect data) address research
between the
instruments.) It is cased on the question).
researcher and
Acceptable perceptions of Objective +
that being
knowledge is gained the individuals Subjective
researched?
through sense and is about the world.
3 What is regarded Unbiased
Axiology: objectively(e.g. Biased (e.g. Multiple stances.
as acceptable-
real. (Subjective)
What is the and
role of researchers
(Objective) use researchers (e.g. researchers
knowledge checks to eliminate actively talk include both
values?
how we know it? bias) about their biased and
15
biases and unbiased
4 Rhetoric: - Formal style (e.g. Informal style. Formal or
What is the researchers use (e.g. researchers informal (e.g.
language of agrees on definitions write in s literary, researchers may
research? of variables) informal style) employ both
formal and
informal styles of
5 Methodology: Deductive (e.g. Inductive (e.g. Combining (e.g.
writing).
researchers that an researchers start researchers
- a priori theory) with participants collect both
What is the
views and build Quantitative an
process of
“up” to patterns, Qualitative data
research?
theories and and mix them )
generalizations)
6 Strategies of Surveys, Grounded theory, Sequential,
experiments and ethnography, concurrent and
Inquiry field work case study and transformative.
narratives
7 Methods Close ended Open ended Both open and
questions, questions, close ended
predetermined emerging questions; both
approaches approaches, and emerging and
numerical data, text and image predetermined
statistical analysis analysis. approaches; both
(Quantitative) (Qualitative) quantitative and
qualitative data
and analysis. 16
 WHAT IS QUANTITATIVE RESEARCH?
Quantitative Research Is "a formal, objective, systematic
process in which numerical data are utilised to obtain
information about the world“. It is inclined to be deductive. In
other words it tests theory.

GENERAL AIMS OF QUANTITATIVE RESEARCH?

To Generalize
To Be Objectives
To Test Theories or Hypotheses

17
 STRATEGIES ASSOCIATED WITH
QUANTITATIVE APPROACH
EXPERIMENTA
L
Experimental research provides a framework for
establishing a relationship between causes and
effects. In experimental the researcher acts as a
inactive agent and use deductive reasoning to
prove or falsify hypothesis. This involves
manipulating an independent variable (cause) and
observing the outcome on dependent variable
(effect) while controlling the extraneous variables.
Moreover, random sampling, manipulation and
control are the characteristics of the true
experiments.

SURVEYS
Surveys include cross-sectional and longitudinal
studies using questionnaires or structured
interviews for data collection, with the intent of
generalizing from a sample to a population

18
PROCESS OF QUANTITATIVE
RESEARCH 1- THEORY

2- HYPOTHESIS

3- RESEARCH
DESIGN

4- DEVISE MEASURES OF CONCEPTS

5- SELECT RESEARCH SITE

6- SELECT RESEARCH SUBJECT/

RESPONDENTS

7- ADMINISTER RESEARCH INSTRUMENTS/

COLLECT DATA

8- PROCESS DATA

9- ANALYZE DATA

10- FINDINGS/ CONCLUSIONS

Adapted
Adapted from:
from: Bryman,
Bryman, A.
A. and
and Bell,
Bell, E.
E.
(2003)
(2003) ‘‘ Business
Business Research
Research Methods’,
Methods’,
11- WRITE UP FINDINGS/ second
second edition,
edition, Oxford
Oxford University
University Press.
Press.
CONCLUSIONS Pp.
Pp. 155
155 19
 WHAT IS QUALITATIVE RESEARCH?
Qualitative Research Is “an informal, subjective
research approach that usually emphasizes words rather than
numbers in the collection and analysis of data” and that is
inductive in nature. In other words it generates theory.

GENERAL AIMS OF QUALITATIVE

RESEARCH?
 To add understanding to a phenomenon or the
complexities of human behavior
 It does not claim to generalize
 To generate theory therefore it is inductive rather
than deductive

20
 STRATEGIES ASSOCIATED WITH THE
QUALITATIVE APPROACH?
Attempts to shed light on a phenomenon by studying in
depth a single case example of the phenomena.  The
Case Study case can be an individual person, an event, a group, or
an institution.
Theory is developed inductively from a corpus of data
Grounded acquired by a
Theory participant-observer.
Describes the structures of experience as they present
Phenomenol themselves to consciousness, without recourse to theory,
ogy deduction, or assumptions from other disciplines
Focuses on the sociology of meaning through close field
Ethnograph observation of socio-cultural phenomena. Typically, the
y ethnographer focuses on a community.
A from of inquiry in which the researcher studies the
lives of individual and ask one or more to provide stories
Narrative about their lives and in the end, the narrative combine
views from the participants’ life with those of
researcher’s life in a collaborative narrative. 21
MAIN STEPS OF QUALITATIVE
RESEARCH?

General Research Question. 1

Selecting Relevant Site(s) and Subjects. 2

Collection or Relevant Data. 3

5a. Collection of Further Data

Interpretation of Data. 4

Conceptual and Theoretical Work. 5

5b. Tighter Specification of the Research Question (s)

Writing up Findings/Conclusions. 6

22
THE BASIC PROCESS OF QUANTITATIVE
AND QUALITATIVE RESEARCH?

Another preliminary consideration before designing and conducting

research is to review and know the basic elements of both quantitative
and qualitative research so that to choose an appropriate approach.
These elements are discussed in the next table.

23
 Elements of Qualitative Research Tend Process of Elements of Quantitative Research Trend
Toward….. Research Toward…
Interpretivism Paradigm Positivism

•Point on view of participants Intent of the •Point of view of researcher

Understand meaning individuals give to research •Test a theory deductively to support or refute it
a phenomenon inductively •Generalization
Contextual understanding
•Minor role How literature •Major role
Justifies problem is used Justifies problem
Identifies questions and hypotheses
•Ask open-ended questions How intent is •Ask closed-ended questions
Understand the complexity of a single focused Test specific variables that form hypotheses or
idea questions
•Words and images How data are •Numbers
From a few participants at a few collected From many participants at many research sites
research sites Sending or administering instruments to
Studying participants at their location. participants
Natural setting Artificial setting
Data is collected at Micro level Data is collected at Macro level

24
•Text or image analysis
Themes
Larger patterns or
generalizations.
•Using validity procedures that
rely on the participants, the
researcher, or the reader
•Researcher is close
Identifies personal stance
Reports bias
How data •Numerical statistical analysis
are Rejecting hypotheses or determining
analyzed effect sizes
How data •Using validity procedures based on
are external standards, such as judges,
validated past research, statistics
Role of the •Researcher is distant
researcher Remains in background
Take steps to remove bias
25
 MIXED METHODS
APPROACH
A mixed methods approach is one in which the researcher
tends to base knowledge claims on pragmatic grounds (e.g.,
consequence-oriented, problem-centered, and pluralistic). It
employs strategies of inquiry that involve collecting data either
simultaneously or sequentially to best understand research
problem. The data collection also involve gathering both
numeric information (e.g., on instruments) as well as text
information (e.g., on interview) so that the final database
represents both quantitative and qualitative information.

26
 STRATEGIES ASSOCIATED WITH THE MIXED
METHODS APPROACH

Sequential procedures, in which the researcher seeks to elaborate on or

expand the findings of one
method with another method. This may involve beginning with a qualitative
Sequential
method for exploratory purposes and following up with a quantitative
Procedures
method with a large sample so that the researcher can generalize results to
a population. Alternatively, the study may begin with a qualitative method
involving detailed exploration with a few cases or individuals.
Concurrent procedures, in which the researcher converges quantitative
and qualitative data in order to provide a comprehensive analysis of the
research problem. In this design, the investigator collects both forms of
Concurrent data at the same time during the study and then integrates the information
Procedures in the interpretation of the overall results. Also, in this design, the
researcher nests one from the data within another, larger data collection
procedure in order to analyze different questions or levels of units in an
organization.
This strategy involve the data collection either through sequential or a con-
current approach, but after the initial analysis, there searcher uses
Transformative
procedure to transform one data type into the other data type. This is
Procedures
accomplishing result which facilitates comparison, interrelation and further
analysis of two data sets. 27
 QUALITATIVE, QUANTITATIVE AND MIXED
METHODS APPROACH
TEND TO OR QUALITATIVE QUANTITATIVE MIXED METHODS
TYPICALLY APPROACHES APPROACHES APPROACHES
Use these
philosophical Interpretatism Paradigms Positivist Paradigms Pragmatic Paradigms
assumptions
Employ these Phenomenology. Grounded
Surveys and Sequential, concurrent,
strategies of theory, ethnography, case
Experiments and transformative
inquiry study, and narrative

Both open and closed-

ended questions, both
Closed-ended
emerging and
Open-ended questions, questions,
Employ these predetermined
emerging approaches , predetermined
methods approaches, and both
text or image data approaches, numeric
quantitative and
data
Positions himself or qualitative data and
Tests or verifies
herself analysis.
theories or
Collects participant
explanations Collects both
meanings
Identifies variables to quantitative and
Focuses on a single
study qualitative data
concept or phenomenon
Relates variables in Develops a rationale for
Brings personal values
questions or mixing integrates the
into this study
Use these practices hypothesis data at different stages
Studies the context or
of research, as the Uses standards of of inquiry
setting of participants
researcher validity and reliability Present visual pictures
Validates the accuracy of
Observe and of the procedures in the
findings
measures information study
Makes interpretation of
numerically Employs the practices
the data
Uses undecided of both qualitative and
Creates on agenda for
approaches quantitative research 28
change or reform
Employs statistical
SUPERIOR GROUP OF COLLEGES 29
29