RESEARCH METHODOLOGY

ASSALAAMU ‘ALAIKUM
SALAM SEJAHTERA

Kamil Md.Idris
What is Research?
 What is RESEARCH?

• Nachmias and Nachmias (1981, p. 22): “the overall

scheme of scientific in which scientists engage in order
to produce knowledge”

• Kerlinger (1973, p. 11): “systematic, controlled,

empirical, and critical investigation of hypothetical
propositions about the presumed relationships among
natural phenomena”

• Best (1977, p. 10-12): “formal, systematic, and intensive

process of carrying out a scientific method of analysis
which may lead to the development of generalizations,
principles or theories which can result in the predictions
and control of events”
 What is RESEARCH?

Research is a systematic and

organised effort to
investigate
specific problem that needs a
solution
ATTRIBUTES OF RESEARCH

• Based on other works

• Replicable
• Generalisable
• Tied of theory
• Doable
• Generates to New Questions
• Incremental
• Apolitical/Neutral
 Type of Research
• Applied vs.
Basic or
Fundamental
Research

• Scientific vs.
Naturalistic
Research
 Basic Research
• Attempts to expand the limits of knowledge.
• Not directly involved in the solution to a
pragmatic problem.
 Basic Research Example

• Is executive success correlated with high

need for achievement?
• Are members of highly cohesive work
groups more satisfied than members of less
cohesive work groups?
• Do consumers experience cognitive
dissonance in low-involvement situations?
 Applied Research

• Conducted when a
decision must be made
about a specific real-
life problem
 Applied Research Examples

• Determinants of Zakat Compliance

Behaviour
• The effectiveness of Teaching Science and
Mathematics Subjects in English.
• Attitude Towards PTK
• The effect of Tax Rates on Company
Capital Invesment
 Type of Research

• Historical Research vs.

Methodological Research

• Qualitative vs.
Quantitative
 Why Research?

"The secret of success is to know something

nobody else knows. "
Aristotle Onassis
 I don’t know
if we
should
Information offer on-site
child care?
Reduces

Uncertainty
How to do Research?
 Motivation

The Significance of the

study
The ‘why’ factor
 Element of Motivation

• Have not been investigated before

• Contribution to the body of knowledge
• Problem solving
• Interest to you, academia & profession
• Lead to another question!
• Are available to investigate
 Methodological motivations vs
“content” motivations

Methodological motivations:
Concerns with methodology
(e.g. type of data, statistical
model, sampling method, etc.)
“Content” motivations:
Concerns with “content”
(e.g. theory, new issues, new
variables)
 Motivation for ‘applied’ and
Academic Research

• Immediate application vs long

term applicability
Developing a Researchable Issue

• Ideas/Issues
• Research
Questions
• Hypotheses
• Models
 Ideas/Issues

• Abstract -
beliefs, conceptions,
suppositions, assumptions,
what ifs, guesses, etc.
How to do Research?

The Research Process

 RESEARCH PROCESS

Generally, research comprise the

process of developing the conceptual
framework and the hypotheses for
testing as well as the design, which
involves the planning of the actual
study dealing with such aspects as the
location for the study, sample selection
& data collection processes and results
of the study.
 Stages of the Research Process
L Problem Discovery Discovery and L
and Definition Definition
I I
T T
and so on
E Research
Design Conclusions and
E
R Report R
A A
Sampling
T Data Processing
T
U and Analysis U
Data
R Gathering R
E E
 Flowchart of the Research Process
Sampling
Problem
discovery Selection of
sample design

Selection of
exploratory research Probability Non-
Probability

Data Collection of
gathering data (field
Problem Problem Problem work)
discovery discovery discovery

Data Editing and

processing coding data

Selection of basic and

research method analysis Data Processing

Interpreting of
Experiment Survey Secondary Conclusion finding
Lab Field Telephone Mail Personal Observation data and
interview interview study report Report
 How to Design a Research Project
INTEREST IDEA THEORY
? Y X Y A B E F
Y A
C D X Y
? B

CONCEPTUALIZATION CHOICE OF POPULATION AND

Specify the meaning of the
concepts and variable to be
studied
OPERATIONALIZATION
How will we actually measure
the variables under study?
RESEARCH METHOD SAMPLING
Experiments Who do we want to be able to
Survey research draw conclusion about?
Field research Who will be observed for that
Content analysis purpose?
Existing data research
Historical research
Comparative research
Evaluation research

OBSERVATIONS
Collecting data for analysis and interpretation

ANALYSIS DATA PROCESSING

Analysing data and Transforming the data collected into a form
drawing conclusions appropriate to manipulation and analysis
 Stages of the Research Process
L Problem Discovery Discovery and L
and Definition Definition
I I
T T
and so on
E Research
Design Conclusions and
E
R Report R
A A
Sampling
T Data Processing
T
U and Analysis U
Data
R Gathering R
E E
 Purpose Of Study

• Exploratory
• Descriptive
• Causal
 Uncertainty Influences
The Type Of Research

CAUSAL OR COMPLETELY ABSOLUTE EXPLORATORY

DESCRIPTIVE CERTAIN AMBIGUITY
 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 don’t know why.” our product? Who buys our our products in
a new package?
competitor’s 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

• Initial research conducted to clarify and

define the nature of a problem
• Does not provide conclusive evidence
• Subsequent research expected
 Descriptive Research

• Describes characteristics of a population or

phenomenon
• Some understanding of the nature of the
problem
I keep six honest serving men, (they
taught me all I knew), their names are
what, and why, and and
and where and when, how,
who.” --Rudyard Kipling

32
 Descriptive Research Example

• Weight Watchers average customer

• Woman about 40 years old
• Household income of about $50,000
• At least some college education
• Trying to juggle children and a job
 Descriptive Research Example

• Men’s fragrance market

• 1/3 size of women’s fragrance market
• But growing at a faster pace
• Women buy 80 % of men’s fragrances
 Causal Research

• Conducted to identify cause and effect

relationships
 Identifying Causality

• A causal relationship is impossible to prove.

• Evidence of causality:
– 1. The appropriate causal order of events
– 2. Concomitant variation--two phenomena
vary together
– 3. An absence of alternative plausible
explanations
 Let’s Come Back to Problem
Discovery and Definition

• First step
• Problem, opportunity, or
monitor operations
• Discovery before definition
“The formulation of the problem
is often more essential than its
solution”

Albert Einstein
 Desired State

G G G
What? Why?
A A A
How? Factors?
P P P

Theory Conceptual
Actual State Framework
 Problem Definition

• The indication of a specific decision area

that will be clarified by answering some
research questions.
 Defining Problem Results in
Clear Cut Research Objectives
Symptom Detection

Analysis of
the Situation
Exploratory
Research
(Optional)
Problem Definition

Statement of
Research Objectives
 The Process of
Problem Definition
Ascertain the Determine unit
decision maker’s of analysis
objectives

Understand Determine
background of relevant
the problem variables

Isolate/identify State research

the problem, not questions and
the symptoms objectives
 Understand the Background of
the Problem
• Exercising judgment
• Situation analysis - The informal gathering
of background information to familiarize
researchers or managers with the decision
area.

43
 Isolate and Identify the
Problems, Not the Symptoms
• Symptoms can be confusing

44
 Symptoms Can Be Confusing
Twenty-year-old neighborhood swimming
association:
• Membership has been declining for years.
• New water park -residents prefer the expensive
water park????
• Demographic changes: Children have grown up
 The Research Process

Problem Selection of
Discovery Sample Design

Exploratory Collection of the

Research Data

Selection of the
Basic Research
Method
 Problem Definition
Organization Symptoms Based on Symptom True Problem

Twenty-year-old Membership has been Neighborhood Demographic changes:

neighborhood declining for years. residents prefer the Children in this 20-
swimming New water park with expensive water year-old neighborhood
association in a wave pool and water park and have have grown up. Older
major city. slides moved into negative image of residents no longer
town a few years ago. swimming pool. swim anywhere.
What Language Is Written on
This Stone Found by
Archaeologists?

TOTI
EMUL
ESTO
The Language Is English: To Tie
Mules To

TOTI
EMUL
ESTO
 Determine the Unit of Analysis
• Individuals, households, organizations, etc.
• In many studies, the family rather than the
individual is the appropriate unit of
analysis.

50
Determine the Relevant Variable
• Anything that may assume different
numerical values

51
 Types of Variables
• Categorical
• Continuous
• Dependent
• Independent
• Moderating
• Intervening
State the research questions and
research objectives

53
If you do not know where you are going,
any road will take you there.
 Hypothesis
• An unproven proposition
• A possible solution to a problem
• Guess
 Broad Statement Exploratory
research of problem research
objectives (optional)

Specific Specific Specific

Objective 1 Objective 2 Objective 3

Research
Results
Design
 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
 Basic Questions -
Problem Definition
• What is the purpose of the study?
• How much is already known?
• Is additional background information necessary?
• What is to be measured? How?
• Can the data be made available?
• Should research be conducted?
• Can a hypothesis be formulated?
 Basic Questions -
Basic Research Design
• What types of questions need to be
answered?
• Are descriptive or causal findings required?
• What is the source of the data?
 Basic Questions -
Basic Research Design
• Can objective answers be obtained by
asking people?
• How quickly is the information needed?
• How should survey questions be worded?
• How should experimental manipulations be
made?
 Basic Questions -
Selection of Sample
• Who or what is the source of the data?
• Can the target population be identified?
• Is a sample necessary?
• How accurate must the sample be?
• Is a probability sample necessary?
• Is a national sample necessary?
• How large a sample is necessary?
• How will the sample be selected?
 Basic Questions -
Data Gathering
• Who will gather the data?
• How long will data gathering take?
• How much supervision is needed?
• What operational procedures need to be
followed?
 Basic Questions -
Data Analysis
• Will standardized editing and coding
procedures be used?
• How will the data be categorized?
• What statistical software will be used?
• What is the nature of the data?
• What questions need to be answered?
• How many variables are to be investigated
simultaneously?
• Performance criteria for evaluation?
 Basic Questions -
Type of Report
• Who will read the report?
• Are managerial recommendations
requested?
• How many presentations are required?
• What will be the format of the written
report?
 Basic Questions -
Overall Evaluation
• How much will the study cost?
• Is the time frame acceptable?
• Is outside help needed?
• Will this research design attain the stated
research objectives?
• When should the research be scheduled to
begin?
 Anticipating Outcomes
• Dummy tables
• Representations of the actual tables that will
be in the findings section of the final report;
used to gain a better understanding of what
the actual outcomes of the research will be.
Copyright © 2003 John Wiley & Sons, Inc. Sekaran/RESEARCH 4E 2A