Course:- Research Methodology

Module 1

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 Characteristics of a good research
• Controlled
• Rigorous
• Systematic
• Valid and Verifiable
• Empirical
• Critical
 Controlled
• In exploring causality in relation to two variables, you set up
your study in a way that minimises the effects of other factors
affecting the relationship
 Rigorous
• Procedures followed to find answers to questions are relevant,
appropriate and justified
 Systematic
• Procedures adopted to undertake an investigation follow a
certain logical sequence
 Valid and Verifiable
• Whatever you conclude on the basis of your findings is correct
and can be verified by you and others
 Empirical
• Any conclusions drawn are based upon hard evidences
gathered from information collected from real-life experiences
or observations (real-time data)
 Critical
• Critical scrutiny of the procedures used and the methods
employed is crucial to research enquiry.
• Process of investigation is foolproof and free from any
drawback.
 TYPES OF RESEARCH
• Research can be classified from three perspectives:
1. Application of research study
2. Objectives in undertaking the research
3. Inquiry mode employed

* These types are not mutually exclusive

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 1. Application
• From the point of view of application, there are two broad
categories of research:

Pure research

Applied research
 Pure Research
• Knowledge produced through pure research is sought in order
to add to the existing body of knowledge of research
• Developing New Instruments/Methods/Techniques
• Example
– Developing an instrument to measure stress level
 Applied Research
• Applied research is a methodology used to solve a specific,
practical problem of an individual or group.

• Study and research is used in Business in order to find

solutions that may solve business problems or explore new
opportunity.
 2. Objectives
From the viewpoint of objectives, a research can be classified as:-
• Descriptive
• Correlational
• Explanatory
• Exploratory

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 Descriptive
• To describe what is prevalent
• Examples
1. Determining the sales or marketing share of the market.
2. Describe demographic profile of the customer.

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 Correlational
• To ascertain if there is a relationship
• Examples
1. Will the increasing promotion expenses bring in growth in sales
volume?
2. Does the age and income levels have decisive role in selection of
saving options?

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 Explanatory
• To explain why the relationship is formed
• Example
– Why do online consumers are preferring Amazon over other online
retailers?
 Exploratory
• Exploratory research may be conducted to new product ideas
which will followed by a detailed research to study its
acceptance and feasibility.
• Example-
– Flipkart has launched an alternate delivery model which allows
customers to pick up the products they have ordered at a location
and time that suits them. [July 27/2017 – News article - Customer pick-
up is Flipkart’s new delivery model]

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 3. Inquiry
• Two approaches are:
• Structured approach
– Quantitative
• Unstructured approach
– Qualitative

• Depends on
– Aim of your Enquiry
– Use of the findings

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 Construct
• Is an image or an abstract idea specifically invented for a given
research and/or theory building purpose

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Exhibit 2-3 Job Redesign Constructs

3-20
 Examples of Constructs
• Brand Awareness
– % of respondents having heard of brand
• Attitude towards a brand
– No of respondents and their intensity of feeling +ve or –ve towards a
specific brand
• Intension to purchase
– No of people who are planning to buy the specific object
• Satisfaction of experience
– How people evaluate their post-purchase consumption experience of
specific object
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 Variable
• Property being studied
• variable can be measured and to which we assign values.
 Hypothesis
• Hypothesis is a statement concerned with the relationship
among variables.

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 Scientific Method
• The way researchers go about using knowledge and evidence
to reach objective conclusions about the real world

Prior
Observation
Knowledge

Hypotheses

Hypothesis Test
(Experimentation)

Conclusion
(New Knowledge)
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 Scientific Method
The use of a set of prescribed procedures for establishing and
connecting theoretical statements about events and for
predicting events yet unknown.
 The Scientific Method: An Overview

Assess Formulate Statement

relevant Design
Research of
existing research
Problem Hypotheses
knowledge

Acquire Analyze & Provide

empirical evaluate explanation-
data data state new
problem