Applied Business Research

Introduction & Selection of Research Topic

Lesson 1
M. Muttiah
Knowledge
• Individual knowledge
• Resides in the minds of an individual ( Experience, learning, and
understanding)

• Organizational Knowledge
• Knowledge gained through the interactions between technologies, techniques
and people

• Explicit knowledge
• Documented and share via IT. It is structured, fixed and
externalized

• Tacit knowledge
• It is difficult to document, about the behaviour and body
languages, helps a lot in cultivating business relationships
 Knowledge: how to set up in the organization

• Identify where knowledge resides within an organization

• Develop mechanisms for capturing, documenting and enhancing or

augmenting the knowledge

• Transfer and share the knowledge

• Use the knowledge to improve marketing and business performances

Converting information into knowledge
Customers

Enterprise Partners
Enterprise
Partners

knowledge
Competitors
Competition

Customers
Marketing & Business Research
Customer Groups
Consumers Employees
Shareholders Suppliers
Uncontrollable
environment
Controllable Variables
Marketing
Variables Economy
Marketing / Business Research
Product Technology
Pricing Competition
Promotion Laws and Regulations
Assessing Providing Marketing
Distribution information Decision Cultural and social
needs information factors
Making
Political factors
Customer Groups
Market Segmentation
Target Market Selection
Marketing Programs
Performance and Control
 TYPICALLY ASKED BUSINESS QUESTIONS
Why is my product not moving in the market?
What is the likely demand for the new product I intend
introducing?
What is my current level of customer satisfaction?
Am I charging the optimum price?
Is my Ad campaign effective?
Have I understood the purchase and usage patterns of my
customers?
Who are my customers? How can I segment them?
What is my brand equity? How can I leverage on it?
How best should I position/reposition my product?
How well do I know my competitors, what strategies
should I adopt?
What market / business research is?
• The systematic and objective identification, collection, analysis,
dissemination, and use of information for the purpose of
assisting management in the decision making related to the
identification and solution of problems in marketing & business.

• Marketing Research is the function which links the consumer,

customer and public to the marketing through information.
Information is used to identify and define marketing
opportunities and problems; generate, refine and evaluate
marketing actions; monitor marketing performances; and
improve understanding of marketing as a process.
• American Marketing Association
The Role of Research in MIS and DSS
MIS DSS
• Structured Problems • Unstructured problems
• Use of Reports • Use of models
• Rigid Structure • User friendly interactions
• Information Displaying Restricted • Adaptability
• Can improve decision making by • Can improve the decision making
clarifying the Raw Data via “What if analysis”
Determining When to Conduct Research

Time Constraints Availability of Data Nature of the Decision Benefits vs. Costs
Is the Does the
Information
Is sufficient decision of information Yes
Yes already on Yes Yes Conduct
time strategic value
hand Research
available? or tactical exceed the
inadequate?
importance? research cost?

No No No No

Do Not Conduct Research

Potential Value of a Research Effort Should
Exceed Its Estimated Costs

➢Research expenditures
➢Decreased uncertainty ➢Delay of marketing
➢Increased likelihood of decision and possible
correct decision disclosure of information
➢Improved marketing to rivals
performance and ➢Possible erroneous
resulting higher profits research results

Costs
Value
 Introduction to the research process

Things to consider

• Realities and pitfalls of research

• Approaches, strategies and methods

• Techniques and procedures for data collection and

analysis

• Appropriate use of information technology

 Terminology

Methods -

The techniques and procedures used to obtain data

Methodology -

The theory of how research should be undertaken

Saunders et al. (2009)

Some ways in which the term “research” is
used wrongly
• Just collecting facts or information with no clear purpose;
• Reassembling and reordering facts or information without
interpretation
• As a term to get your product or idea noticed and respected.
 The nature of research
Definition:

‘Something that people undertake in order to find things out in a

systematic way, thereby increasing their knowledge’
Saunders et al. (2009)

Characteristics:

• Data are collected systematically

• Data are interpreted systematically

• There is a clear purpose to find things out

What does it suggest “systemically” and to “to find out things”

• “systematic” suggests that research is based on logical relationships

and not just beliefs.
“to find out things” suggests there are a multiplicity of possible
purposes of your research. These may include describing, explaining,
understanding, criticizing, and analyzing.
Features of business and management research
(1)

• Managers draw on knowledge from other disciplines

• Managers are more likely to allow access if they see

commercial or personal advantage

• Managers now tend to be as educated as the researchers

• Managers require research to have some practical

consequence

Easterby-Smith et al. (2008)

Features of business and management research
(1)
Key debates

• Knowledge production –
(Modes 1 and 2 knowledge)

• The ‘relevance gap’

• ‘Evidence based’ management

• Basic and applied research

Mode one
Mode one knowledge creation emphasizes research in which the
questions are set and solved by the academic interests, emphasizing a
fundamental rather than applied nature, where there is little if any
focus on utilization of the research by practitioners.
mode two
• Mode two emphasizes a context for research governed by the world
of practice, highlights of collaboration both with and between
practitioners.
• Based upon this it has been argued that research within the mode
two offers a way of bringing the supply side of knowledge
represented by universities together with the demand sides
represented by the business.
 Features of business and management
research (2) Basic and applied research

Sources:
authors’ experience; Easterby-Smith et al. (2008); Hedrick et al. (1993)
Figure 1.1 Basic and applied research
 The research process (1)
Stages of the research process

• Formulating and clarifying a topic

• Reviewing the literature

• Designing the research

• Collecting data

• Analysing data

• Writing up
Based on Figure 1.2: Saunders et al. (2009)
 The research process (2)
Factors to consider

• The impact of your personal feelings and beliefs

• Access to data

• Time and other resources

• Validity and reliability of the data

• Ethical issues
 Summary

Business and management research

• Is transdisciplinary

• Engages with both theory and practice

• Involves undertaking systematic research

• Should be undertaken with rigour

Formulating and clarifying the
research topic
Learning outcomes
• By the end of this chapter you should be able to:
• Generate ideas that will help in the choice of a suitable research
topic;
• Identify the attributes of a good research topic;
• Turn research ideas into a research project that has clear research
question (s) and objectives;
• Draft a research proposal
Formulating and clarifying your research
topic
The important steps

• Identifying the attributes of a good research topic

• Generating ideas that help you select a suitable

topic

• Turning ideas into clear research questions and

objectives

• Writing your research proposal

 Attributes of a good research topic (1)
Capability: is it feasible?

• Are you fascinated by the topic?

• Do you have the necessary research skills?

• Can you complete the project in the time available?

• Will the research still be current when you finish?

• Do you have sufficient financial and other resources?

• Will you be able to gain access to data?

 Attributes of a good research topic (2)

Appropriateness: is it worthwhile?

• Will the examining institute's standards be met?

• Does the the topic contain issues with clear links to
theory?
• Are the research questions and objectives clearly
stated?
• Will the proposed research provide fresh insights into
the topic?
• Are the findings likely to be symmetrical?
• Does the research topic match your career goals?
Attributes of a good research topic (3)

And - (if relevant)

Does the topic relate clearly to an idea

you were given -

possibly by your organisation ?

Generating research ideas

Useful Techniques

Rational thinking Creative thinking

Searching the literature Scanning the media

Brainstorming Relevance Trees

Exploring past projects Discussion

Keeping an ideas notebook

Rational thinking
• Examining your own strengths and interests
• Looking at past project titles
• Discussion
• Searching the literature
• Scanning the media
Creative thinking
• Keeping a notebook of ideas
• Exploring personal preferences using past projects
• Relevance trees
• Brainstorming
Rational thinking and creative thinking
• These techniques will generate possible project one of two outcomes:
• One or more possible project ideas that you might undertake;
• Absolute panic because nothing in which you are interested or which
seems suitable has come to mind.
Examining own strengths and interests
• Having some academic knowledge
• Look at those assignments for which you have received good grade.
• You may, as part of your reading, be able to focus more precisely on
the sort of ideas about which you wish to conduct your research
• There is a need to think about your future
Looking at past project title
• Dissertations;
• Theses.
Scan your university’s list of past project titles for anything that
captures your imagination
• Scanning actual research projects.
You need to beware. The fact that a project is in your library is no
guarantee of the quality of the arguments and observations it
contains.
Discussion
• Colleagues, friends, university tutors, practitioner and professional
groups
Searching the literature
• As part of your discussions, relevant literature may also be suggested.
Sharp et al, (2002) discuss types of literature that are of particular use
for generating research ideas. These include:
• Article in academic and professional journals;
• Reports;
• Books.
Scanning the media
• Keeping up to date with items in the news can be a very rich source of
ideas
Keeping a notebook of ideas
• One of the more creative techniques that we all use is to keep a
notebook of ideas. All this involves is simply noting down any
interesting research ideas as you think of them and, of equal
importance, what sparked off your thought. You can then pursue the
idea using more rational thinking technique later.
Exploring personal preferences using past
project
1. Select six projects that you like
2. For each of these six projects, note down your first thoughts in
response to three questions(if responses for different projects are
the same this does not matter);
What appeals to you about the project?
What is good about the project?
Why is the project good?
Exploring personal preferences using past
project
3. Select three projects you do not like.
4. For each of these three projects that you do not like.
What do you dislike about the project?
What is bad about the project?
Why is the project bad?
Relevance tree
• You start with a broad concept from which you generate further
(usually more specific) topics. Each of these topics forms a separate
branch from which you can generate further, more detailed sub
branches. As you proceed down the sub branches more ideas are
generated and recorded. These can then be examined and a number
selected and combined to provide a research idea
 Brainstorming
• Define your problem – that is, the sorts of ideas you are interested in – as precisely
as possible.
• Ask for suggestions, relating to the problem
• Record all suggestions, observing the following rules:
No suggestion should be criticized or evaluated in any way before all ideas have
been considered;
All suggestions, however wild, should be recorded and considered
As many suggestions as possible should be recorded.
• Review all the suggestions and explore what is meant by each.
• Analyze the list of suggestions and decide which appeal to to you most as research
ideas why.
 Refining research ideas

• Using the Delphi Technique

• Conducting a preliminary study

• Continually testing out your ideas

• Integrating ideas

• Refining topics given to you by your organisation

The Delphi technique
• This involves using a group of people who are either involved or interested in the
research idea to generate and choose a more specific research idea. To use this
technique you need:
1. To brief the members of the group about the research idea;
2. At the end of the briefing to encourage group members to seek clarification
and more information as appropriate;
3. To ask each member of the group including the originator of the research ideas
based on the idea that has been described (justification)
The Delphi technique
1. To collect the research ideas in unedited and non-attributable form and to
distribute them to all members of the group;
2. A second cycle of the process (steps 2 to 4)in which comment on the research
ideas and revise their own contributions in the light of what others have said;
3. Subsequence cycles of the process until a consensus is reached . These either
follow a similar pattern (steps 2 to 4)in or use discussion. Voting or some other
method.
 Writing research questions
Write research questions that are

• Consistent with expected standards

• Able to produce clear conclusions

• At the right level ( not too difficult )

• Not too descriptive

• Use the ‘Goldilocks Test’

Clough and Nutbrown (2002)

Goldilocks test
• Clough and Nutbrown use what they call the Goldilocks test to decide if research questions are
either too big two small too hot or just right/
• Too big need significant funding
• Too small are likely to be insufficient substance
• Too hot maybe so because sensitivities that may be aroused as a result of doing the research .
This may be because of the timing of the research or the many other reasons that may be upset
key people who have a role to play.
• Just right are those just right for investigation at this time by this research in this setting
Turning ideas into research projects (1)

Examples of research ideas

and their derived focus questions
Turning ideas into research projects (2)

Useful techniques

• Start with a general focus question

• Discuss areas of interest with your tutor

Turning ideas into research projects (3)

Writing clear research objectives

• Check your examining body’s preferences for

stated objectives

• Use a general focus question to achieve precise

objectives

Saunders et al. (2009)

Turning ideas into research projects (4)

Include SMART Personal objectives

Specific: What precisely do you hope to achieve from undertaking the

research?
Measurable: What measures will you use to determine whether you
have achieved your objectives?(Secured a career-level first job in
software design)
Achievable: Are the targets you have set for yourself achievable given
all the possible constraints?
Realistic: Given all other demands upon your time, will you have the
time and energy to complete the research on time?
Timely: Will you have time to accomplish all your objectives?
 The importance of theory
• Asking for opinions and gathering facts – 'what' questions
(descriptive research)

• Using questions that go beyond description and require

analysis – 'why' questions
Phillips and Pugh (2005)
In order to:

Explain phenomena Analyse relationships

Predict outcomes Compare and generalise

Theory
• “ A formulation regarding the cause and effect relationship between
two or more variables, which may or may not have been tested”
 Threefold typology of theories

Grand, middle range and substantive theories

Creswell (2002)

Figure 2.1 Grand, middle-range and substantive theories

Threefold typology of theories
• Grand theories: Usually thought to be province of natural scientists . (that will
lead to a whole new way of thinking about management)
• Middle range theories: which lack the capacity to change the way in which we
think about the world but are nonetheless of significance . (some of the theories
of human motivation well known to manager would be in this category.
• Substantive theories : that are restricted to a particular time, research setting,
group or population or problem
•
Deductive approach and inductive approach
• This discussion of theory dose assume that a clear theoretical position is
developed prior to the collection of data (the deductive approach).
• This will not always be the case. It may be that your study is based on the
principle of developing theory after data have been collected (the inductive
approach)
 Writing your research proposal

Purposes of the research proposal

• To organise your ideas

• To convince your audience

• To contract with your client (your tutor)

• To meet ethical requirements

 Content of your research proposal (1)

• Title - likely to change during the process

• Background - context within the literature

• Research questions and objectives - what you seek

to achieve
 Content of your research proposal (2)

• Method - can be in two parts: research design and

data collection

• Timescale and Resources - (finance, data access,

equipment)

• References - include some key literature sources

 Evaluating research proposals

• How the components of the proposal fit together

• Viability of the proposal

• Absence of preconceived ideas

 Summary

The best research topics

• Formulate and clarify the topic

• Meet the requirements of the examining body

• Use a variety of techniques when generating

research ideas

• Are focused on clear questions based on relevant

literature
 Summary:

The best research topics

• Are theory dependent

• Have a proposal containing organised ideas

Tell the reader:

• What will be done and why

• How it will be achieved