CQX7001 Research
Methodology
Prof. Dr. Noor Ismawati Jaafar
Department of Decision Science
Faculty of Business and Economics
Universiti Malaya
Ice Breaking
Watch the movie trailer
The Stanford Prison
Experiment
What can you briefly say
about this movie trailer?
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Learning Outcome
• By the end of the session, you will be able
to:
• Understand the course requirements for
CQX7001.
• Identify the characteristics of a research
and the types of research.
• Understand the research process.
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Activity 1 (5 minutes)
• Go to www.menti.com and use the code
provided
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CQX 7001 Course
Content
Current course information from
Spectrum
Assessments
Important date(s)
Date
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What is?
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What is research?
• Research is a “systematic investigation to find answers to a problem”
(Burns, 1997, pg 2)
• something that people undertake in order to find out things in a
systematic way, thereby increasing their knowledge.
• “Systematic Research” and “To find out things“
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Systematic
• Suggests that research is based on logical relationships and not just
beliefs.
• Research will involve an explanation of the methods used to collect
the data.
• Will argue why the results obtained are meaningful.
• Explain any limitations that are associated with them.
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“To find out things”
• Suggests there are a multiplicity of possible purposes for your
research.
• May include describing, explaining, understanding, criticising and
analysing.
• A clear purpose or set of ‘things’ that you want to find out, such as
the answer to a question or number of questions.
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Research
• Research involves the collection of information.
• More than just reading a few books or articles, talking to a few people
or asking them questions.
• Collecting data is part of the research process.
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NOT RESEARCH
• If it is not undertaken in a systematic way, on its own and in particular with a clear
purpose, it will not be seen as research .
• Data are collected, perhaps from a variety of different sources, and then
assembled in a single document with the sources of these data listed.
• No interpretation of the data collected.
• While the assembly of data from a variety of sources may be part of the process
of research, without interpretation it is not research.
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Business Research Defined
• Business research is the application of the scientific method in searching for the
truth about business phenomena.
• The process includes:
• problem definition
• searching for and collecting information
• analyzing data
• communicating the findings and their implications
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How Evidence From Research Can Inform
Practice
• Decision makers use evidence to improve services or make processes
more effective
• Evidence-based practice is used to collect information to determine
the appropriateness of practice taking into account:
 Evidence to deliver process/services effectively
 Critical judgement of service providers on suitability and appropriateness
 Consumer experience or preference
Application of Research
• Examine your own field.
• Methodologists have developed research methods to understand
your specific area.
• There are many different procedures and techniques.
• Reliability and validity depends on the soundness of the research
methods adopted.
Characteristics of research
Data are collected
systematically
Data are interpreted
systematically
There is a clear purpose:
To find things out
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Types of Research
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Basic & Applied Research
Basic vs Applied Research
Basic/Pure research is conducted
Applied research is conducted
without any specific goal.
with a specific goal in mind.
Aim
The main aim is to advance
knowledge.
The main aim is to solve a
specific and practical problem.
Nature
Basic research is exploratory in
Applied research is descriptive in
nature.
nature.
Theories and Principals
Basic research identifies new
ideas, theories, principals and
new ways of thinking.
Applied research is based on the
theories, principals discovered
through pure research.
Findings
Findings of basic research usually
have a future use, not a current
use.
Findings of applied research
always have a current use.
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Research Process
• research is a multi-stage process
• The precise number of stages varies
• include formulating and clarifying a topic,
• reviewing the literature,
• designing the research,
• collecting data,
• analysing data and
• writing up.
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Wish to do research
Formulate and clarify your research topic
Critically review the literature
Formulate your research design
Negotiate access and address ethical issues
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Activity 2 (15 minutes)
Go to www.menti.com and use
the code provided
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Stages of the Research Process
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Planning the Research Design
Research Design
•A master plan that
specifies the methods
and procedures for
collecting and
analyzing the needed
information.
Basic design
techniques :
•Surveys
•Interviews
•Experiments
•Secondary data
•Observation
Selection of the Basic Research Method
•Survey
•A research technique in which a sample is
interviewed in some form or the behavior of
respondents is observed and described.
•Telephone
•Mail
•Internet
•In person
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Sampling
Sampling
•Involves any
procedure that draws
conclusions based on
measurements of a
portion of the
population.
Sampling decisions
•Who to sample?—target
population
•What size should the sample be?
•How to select the sampling units?
•Random sample
•Cluster-sample
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Activity 3 (15 minutes)
Go to www.menti.com and use
the code provided
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Summary
• By the end of the session, you are able to:
• Understand the course requirements for
CQX7001.
• Identify the characteristics of a research and the
types of research.
• Understand the research process.
• Any question?
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Learning Point
Remember: Research is a process…
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isma_jaafar@um.edu.my
Thank you
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