BBRC 4103 RESEARCH METHODOLOGY

1.0

Introduction.
Research in common language can be referred to as a search for knowledge. It can also

be defined as a scientific and systematic search for applicable information on a specific topic. In
fact, research is an art of scientific investigation. The Advanced Learners Dictionary of Current
English (1952) state the meaning of research as a careful investigation or inquiry especially
through search for new facts in any branch of knowledge. Redman and Mory (1923) define
research as a systematized effort to gain new knowledge. Some people consider research as a
movement, a movement from the known to the unknown. It is actually a journey of discovery.
We all possess the vital instinct of curiosity for, when the unknown confronts us, we wonder and
our curiosity makes us probe and attain full and fuller understanding of the unknown. This
curiosity is the mother of all knowledge and the method, which man employs for obtaining the
knowledge of whatever the unknown, can be termed as research.
According to Wikipedia in its etymology, the word research is derived from the Middle
french "recherche", which means "to go about seeking", the term itself being derived from
the Old French term "recerchier" a compound word from "re-" + "cerchier", or "sercher",
meaning 'search'. The earliest recorded use of the term was in 1577.
Research is an academic activity and as such the term should be used in a technical sense.
According to Clifford Woody (1948) as taken from Ann Arbor (1927) research comprises
defining and redefining problems, formulating hypothesis or suggested solutions; collecting,
organizing and evaluating data; making deductions and reaching conclusions; and at last
carefully testing the conclusions to determine whether they fit the formulating hypothesis. D.
Slesinger and M. Stephenson (1930) in the Encyclopedia of Social Sciences define research as
the manipulation of things, concepts or symbols for the purpose of generalizing to extend,
correct or verify knowledge, whether that knowledge aids in construction of theory or in the
practice of an art.
Research is, thus, an original contribution to the existing stock of knowledge making for
its advancement. It is the pursuit of truth with the help of study, observation, comparison and
experiment. In short, the search for knowledge through objective and systematic method of
finding solution to a problem is research. The systematic approach concerning generalization and

BBRC 4103 RESEARCH METHODOLOGY

the formulation of a theory is also research. As such the term research refers to the systematic
method consisting of enunciating the problem, formulating a hypothesis, collecting the facts or
data, analyzing the facts and reaching certain conclusions either in the form of solutions towards
the concerned problem or in certain generalizations for some theoretical formulation.
Another definition of research is given by Creswell (2013) who states that "Research is a
process of steps used to collect and analyze information to increase our understanding of a topic
or issue". It consists of three steps: Pose a question, collect data to answer the question, and
present an answer to the question.
The purpose of research is to discover answers to questions through the application of
scientific procedures. The main aim of research is to find out the truth which is hidden and which
has not been discovered as yet. Though each research study has its own specific purpose,
generally research objectives are falling into a number of broad groupings. Firstly is to gain
familiarity with a phenomenon or to achieve new insights into it. The usual studies with this
object in view are termed as exploratory or formulative research studies. Secondly is to portray
accurately the characteristics of a particular individual, situation or a group. Studies with this
object in view are known as descriptive research studies. Thirdly is to determine the frequency
with which something occurs or with which it is associated with something else. Studies with
this object in view are known as diagnostic research studies. And finally is to test a hypothesis of
a causal relationship between variables. Such studies are known as hypothesis-testing research
studies
There are many types or research that has been practiced by academician in order to
expand the existing knowledge material such as descriptive research which includes surveys and
fact-finding enquiries of different kinds, analytical research where the researchers use facts or
information already available and analyze these to make a critical evaluation of the material,
applied research that mainly aims at finding a solution for an immediate problem facing a society
or an industrial or business organization, fundamental research in which mainly concerned with
generalizations and with the formulation of a theory, quantitative research which is based on the
measurement of quantity or amount and applicable to phenomena that can be expressed in terms
of quantity, qualitative research where it is concerned with qualitative phenomenon, i.e.,
phenomena relating to or involving quality or kind, conceptual research which is related to some

BBRC 4103 RESEARCH METHODOLOGY

abstract ideas or theory, empirical research relies on experience or observation alone often
without due regard for system and theory, and among others types of research. When conducting
a research, one may need to understand a few terms which is crucially important in conducting
research such as concepts, theory, hypothesis and variables.
The standard textbook definition of the concept is "an abstraction based on
characteristics of perceived reality." - LeRoy and Corbet (2006). In another context, concept
could also be define as a label we put on a phenomenon that enables us to link separate
observations and to make generalization - a name we give to observations and events.
A theory is a well-established principle that has been developed to explain some aspect of
the natural world. A theory arises from repeated observation and testing and incorporates facts,
laws, predictions, and tested hypotheses that are widely accepted.
A hypothesis is a specific, testable prediction about what you expect to happen in your
study. For example, an experiment designed to look at the relationship between study habits and
test anxiety might have a hypothesis that states, "We predict that students with better study habits
will suffer less test anxiety." Unless your study is exploratory in nature, your hypothesis should
always explain what you expect to happen during the course of your experiment or research.
Variables can be defined as any aspect of a theory that can vary or change as part of the
interaction within the theory. In other words, variables are anything can effect or change the
results of a study. Every study has variables as these are needed in order to understand
differences. There should be three categories of variables in every experiment: dependent,
independent, and controlled. Dependent -- is what will be measured; it's what the investigator
thinks will be affected during the experiment. Independent -- is what is varied during the
experiment; it is what the investigator thinks will affect the dependent variable. Controlled -- the
variables held constant. Since the investigator wants to study the effect of one particular
independent variable, the possibility that other factors are affecting the outcome must be
eliminated.
Research has its special significance in solving various operational and planning
problems of business and industry. Operations research and market research, along with
motivational research, are considered crucial and their results assist, in more than one way, in

BBRC 4103 RESEARCH METHODOLOGY

taking business decisions. Market research is the investigation of the structure and development
of a market for the purpose of formulating efficient policies for purchasing, production and sales.
Operations research refers to the application of mathematical, logical and analytical techniques
to the solution of business problems of cost minimization or of profit maximization or what can
be termed as optimization problems. Motivational research of determining why people behave as
they do is mainly concerned with market characteristics.
In other words, it is concerned with the determination of motivations underlying the
consumer market behavior. All these are of great help to people in business and industry who are
responsible for taking business decisions. Research with regard to demand and market factors
has great utility in business. Given knowledge of future demand, it is generally not difficult for a
firm, or for an industry to adjust its supply schedule within the limits of its projected capacity.
Market analysis has become an integral tool of business policy these days. Business budgeting,
which ultimately results in a projected profit and loss account, is based mainly on sales estimates
which in turn depend on business research. Once sales forecasting is done, efficient production
and investment programs can be set up around which are grouped the purchasing and financing
plans. Research, thus, replaces intuitive business decisions by more logical and scientific
decisions.

2.0

An analysis on a qualitative research approach used in a research study.

BBRC 4103 RESEARCH METHODOLOGY

Qualitative research is a method of inquiry employed in many different academic

disciplines, traditionally in the social sciences, but also in market research and further contexts.
Qualitative researchers aim to gather an in-depth understanding of human behavior and the
reasons that govern such behavior. The qualitative method investigate the why and the how of
decision making, not just what, when and when. Hence, smaller but focused samples are more
often used than large sample.
Qualitative Research is primarily exploratory research.

It is used to gain an

understanding of underlying reasons, opinions, and motivations. It provides insights into the
problem or helps to develop ideas or hypotheses for potential quantitative research. Qualitative
Research is also used to uncover trends in thought and opinions, and dive deeper into the
problem. Qualitative data collection methods vary using unstructured or semi-structured
techniques. The sample size is typically small, and respondents are selected to fulfill a given
quota.
Qualitative research methods are interpretative and aim to provide a depth of
understanding. Qualitative methods are based on words, perceptions, feelings etc. rather than
numbers and they include experiments, interviews, focus groups, and questionnaires with openended questions.
Qualitative approach to research is concerned with subjective assessment of attitudes,
opinions and behavior. Research in such a situation is a function of researchers insights and
impressions. Such an approach to research generates results either in non-quantitative form or in
the form which are not subjected to rigorous quantitative analysis. Generally, the techniques of
focus group interviews, projective techniques and depth interviews are used. All these are
explained at length in chapters that follow.
Monette et al (2005) credited qualitative methods with the acknowledgement of
abstraction and generalization, and Polonsky and Waller (2005) categorize vision, images, forms
and structures in various media, as well as spoken and printed word and recorded sound into
qualitative data collection methods.
The ways of participating and observing can vary widely from setting to setting.
Participant observation is a strategy of reflexive learning, not a single method of observing.

BBRC 4103 RESEARCH METHODOLOGY

In participant observation researchers typically become members of a culture, group, or setting,

and adopt roles to conform to that setting. In doing so, the aim is for the researcher to gain a
closer insight into the culture's practices, motivations and emotions. It is argued that the
researchers' ability to understand the experiences of the culture may be inhibited if they observe
without participating.
According to William (2005) qualitative data collection methods emerged after it has
become known that traditional quantitative data collection methods were unable to express
human feelings and emotions.
It is noted that qualitative methods are often regarded as providing rich data about real
life people and situations and being more able to make sense of behavior and to understand
behavior within its wider context. However, qualitative research is often criticized for lacking the
ability to be more generalize, being too reliant on the subjective interpretations of researchers
and being incapable of replication by subsequent researchers (Vaus, 2002).
The most popular qualitative research methods include interviews, case studies,
observation, focus groups and questionnaires with open ended-questions. Some distinctive
qualitative methods are the use of focus groups and key informant interviews. The focus group
technique involves a moderator facilitating a small group discussion between selected
individuals on a particular topic. This is a particularly popular method in market research and
testing new initiatives with users or workers.
One traditional and specialized form of qualitative research is called cognitive testing
or pilot testing which is used in the development of quantitative survey items. Survey items are
piloted on study participants to test the reliability and validity of the items.

3.0

An analysis on advantages and disadvantages of using qualitative research

approach.

BBRC 4103 RESEARCH METHODOLOGY

Qualitative researchers have been criticized for overusing interviews and focus groups at
the expense of other methods such as ethnography, observation, documentary analysis, case
studies, and conversational analysis. Qualitative research has numerous advantages when
properly conducted but it also has its own flaws.
Among the advantages or strengths of qualitative research, as according to Stroep and
Johnson (2010), are conclusive and better for costly investment. The qualitative research can lead
to a very conclusive finding as it is carried out in the manner of focusing a small group of people
or individual throughout the project. It can uncover more about peoples experience on why
things may be the way they are and the data is based on the participants own categories of
meaning. As qualitative research focuses on small groups, it can be less expensive because it
measures degree and frequency of behaviors than quantitative research which may require large
groups of participants or expensive measurement tools.
Other than that, qualitative research also has the ability to be more flexible in terms of the
research framework and direction as it can be quickly revised as new information emerges. The
researchers that using this specific type of research have only need to adjust their framework and
continue the research as they see fit and they do not required or need to start the whole research
from the beginning.
A central issue in qualitative research is trustworthiness which is also known as
credibility and or dependability - Lincoln and Guba (1985). As the research is focus on people in
general, the outcome of the data obtain throughout the research conduct is questionable as there
is no way to audit or member check on the said data. It may bring the results to be more easily
influenced by the researchers personal biases and idiosyncrasies, and it also might have lower
credibility with some administrators and commissioners of the research.
Qualitative research methods collect the data about what the selected group of
participants feel or think, or how they behave. The researchers can't necessarily use this data to
make assumptions beyond this specific group of participants. The knowledge that may be
produced as the outcome of the research might not generalize to other people or other settings
i.e., findings might be unique to the relatively few people included in the research study, and thus
making it difficult to make quantitative predictions.

BBRC 4103 RESEARCH METHODOLOGY

4.0

Summary.
Qualitative research is a systematic way of gathering data, a harnessing of curiosity. This

kind or research as any other type there is provides scientific information and theories for the
explanation of the nature and the properties of the world. It makes practical applications possible.
A broad definition has been made by the scholars but every one of them points out that research
is a way for knowledge advancement.
Qualitative research often categorizes data into patterns as the primary basis for
organizing and reporting results. The data that is obtained is streamlined to a definite theme or
pattern. This is further worked on and alternative research hypothesis is generated which finally
provides the basis of the research statement.
Even though that qualitative research has been criticized for its flaws, it is not a research
method that conveniently allows for the collection of statistical data. However this is only a
disadvantage if the research itself requires statistical data. Adopting a mixed methods approach is
one way of overcoming this problem.

5.0 Reference

BBRC 4103 RESEARCH METHODOLOGY

John W. Creswell, 2013, Research Design, Sage Publications
L.V. Redman and A.V.H. Mory, The Romance of Research, 1923.
LeRoy and Corbet, 2006, Research Methods in Political Science.
Michael Jay Polonsky, David S. Waller, Designing and Managing a Research Project: A
Business Student's Guide, 2005, Sage Publications
www.wikipedia.com/research - retrieved on 15th October 2014.
Monette, DR, Sullivan, TJ, DeJong, CR, 2005, Applied Social Research. A Tool for the Human
Services, 6th edition.
Professor David de Vaus, Analyzing Social Science Data, 2002 , Sage Publications
The Encyclopedia of Social Sciences, Vol. IX, MacMillan, 1930.
The Advanced Learners Dictionary of Current English, Oxford, 1952.
Vander Stroep, S.W & Johnson, D.D., 2010, Research Methods for Everyday Life: Blending
Qualitative and Quantitative Approaches, John Wiley & Sons
William N, Your research project, 2nd edition, 2005, Sage Publications
Woody, Clifford, 1884-1948: The amount of time devoted to recitation and study in the
elementary schools of Michigan / (Ann Arbor : School of Education, University of
Michigan, [1927])
Yvonna S. Lincoln, Egon G. Guba (1985), Naturalistic Inquiry, 1985, Sage Publications