In the name of Allah Kareem,
Most Beneficent, Most Gracious,
the Most Merciful !
What is Research ?
In simple words Re-search mean “Search Again”
OR
“It is a process of gathering information to answer a
question”
What is Business Research ?
“Business Research is a systematic and objective
process of gathering, recording and analyzing data
for making good business decisions”
Examples of Business Research
 What
is the best strategy to promote a particular product? (Marketing)
What is the main reasons for employee turnover? (HRM)
 What is the rate of return on particular investment? (finance)
WHY WE SHOULD STUDY RESEARCH METHOD?
The best reason for learning about research methods is that these methods are used
by the Managers to answer the questions regarding day to day business problems.
Following are some other implications of the research:
1- Management Is A Science:
Management is a science to
gather and interpret information in order to make effective decisions.
2- Reduce Uncertainty:
The prime managerial value of business
research is that it reduces uncertainty by providing required information
and improves the following four stages of decision making:




Identifying problems and opportunity.
Diagnosing and assessing problems or opportunities.
Selecting and implementing a course of action.
Evaluating the course of action.
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3- Conducting A Study:
4-
Research method course is very useful
for you as you have to do your master’s thesis in order to complete
your degree requirement and it is also helpful to you at some time in
future because being a professional everyone wants to read and
understand the most recent research in order to be up date in his
profession.
Reading And Evaluating Other People’s Study: A
grasp of research terminology will allow you to read and understand
research articles and critically evaluate it. Rather than reading a
summary of someone else’s research in a magazine, news paper, or
textbook, you can read the original article your self and draw your
own conclusion.
5- Understanding Brief Description Of Studies: A
research method course will help you understanding abbreviated
description of studies given as evidence supporting some conclusion
or theory.
6- Thesis is based on Research : besides all the
business related benefits of the research studies, it is also useful for
your academic requirement of thesis as being compulsory for your
degree
7- Making Decisions In Our Daily Lives:
Besides becoming a researcher, to be an effective, participating
member of 21st century one must understanding the research
process in order to evaluate and act on research results.
8- Being A Better Thinker:
The research methodology will also
improve your thinking as it is a logical and objective method of
finding answer to a question which may apply to all aspects of life.
9- Secret Of Success:
“The secret of success is to know
something nobody else knows” .
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THEORY
Theory is a standardized principle on which basis we can
explain the relationship between two or more concepts or
variables.
PURPOSE OF THEORY
Prediction and understanding are the two purpose of theory.
LEVELS OF THEORY
1. Abstract level
At the abstract level. Concepts and propositions are the
elements of theory
2. Empirical level
At the empirical level theory is concerned with variables and
testable hypothesis, the empirical counterparts of concepts and
propositions.
Higher Temperature reduces the
Productivity
More Satisfaction increases the
Motivation level
Theory
Satisfaction & Motivation
hard work & thirst
Proposition
Honesty and success
Motivation, thirst,
honesty,
satisfaction
Temperature & Productivity
Height & Weight,
Hypothesis
Distance & Speed
concept
variable
Abstract
level
Empirical
level
Height, Weight,
Temperature,
Distance
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THEORY DEVELOPMENT PROCESS
1. Induction process
2. Deduction process
Theory
All rosebushes have thorns
Deduction
Predicted Observation
If I check my neighbor’s rose bushes,
I should find that they all have thorns
Induction
Actual Observation
I notice that the five rosebushes
in my backyard all have thorns
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DEDUCTION AND INDUCTION
1. Theory
3. Data Collection
4. Findings
5. Hypothesis confirmed or
rejected
1. General Research Questions
Induction
Deduction
2. Hypothesis
2. Data Collection
3. Findings
4. Generation of Theory
6. Revision of theory
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Classification of
Research
Application
Objective
Time
Dimension
Inquiry
Mode
Basic or
Pure
Research
Exploratory
research
Crosssectional
research
Qualitative
research
Applied
Research
Explanatory
research
Longitudinal
research
Quantitative
research
Descriptive
research
Mixed
Methods
research
RESEARCH PARADIGMS/ WORLD VIEWS
Positivism
 Determination
 Reductionism
 Empirical
observation and
measurement
 Theory verification
Interprretivism
Pragmatism
 Understanding
 Multiple participant
 Consequences of
actions
meanings
 Social and historical
construction
 Theory generation
 Problem centered
 Pluralistic
 Real-world
practice oriented
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RESEARCH PARADIGMS & PHILOSOPHICAL
ASSUMPTIONS
Sr.
#
1
Philosophical
Assumption
Ontology: What is the nature of
reality?
OR
what is knowledge?
2
Epistemology: What is the relationship
between the researcher
and that being
researched?
What is regarded as
acceptable knowledge
and how we know it?
3
Axiology: What is the role of
values?
Positivism
Interpretivism
Pragmatism
Singular reality existing
apart from researcher’s
perception and cultural
biases. (Objectivism)
e.g. researchers reject or fail
to reject hypothesis.
Multiple realities
shaped by researcher’s
prior understanding
(constructionism).
e.g. researchers
provides quotes to
illustrate different
perspectives.
Singular and multiple
realities.
e.g. researchers test
hypothesis and provide
multiple perspectives.
Distance and impartiality
(e.g. researchers objectively
collect data on
instruments.)
Acceptable knowledge is
gained through sense and is
objectively real. (Objective)
Closeness (e.g.
researchers visit
participants at their
sites to collect data)
It is cased on the
perceptions of the
individuals about the
world. (Subjective)
Practicality (e.g.
researchers collect data
by “what work” to
address research
question).
Objective + Subjective
Unbiased (e.g. researchers
use checks to eliminate
bias)
Biased (e.g. researchers
actively talk about their
biases and
interpretations)
Multiple stances. (e.g.
researchers include
both biased and
unbiased perspectives)
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4
Rhetoric: What is the language of
research?
5
Methodology: What is the process of
research?
Formal style (e.g.
researchers use agrees on
definitions of variables)
Informal style. (e.g.
researchers write in s
literary, informal style)
Formal or informal
(e.g. researchers may
employ both formal
and informal styles of
writing).
Deductive (e.g. researchers
that an a priori theory)
Inductive (e.g.
researchers start with
participants views and
build “up” to patterns,
theories and
generalizations)
Combining (e.g.
researchers collect
both Quantitative an
Qualitative data and
mix them )
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Strategies of
Inquiry
Surveys, experiments and
field work
Grounded theory,
ethnography, case
study and narratives
Sequential, concurrent
and transformative.
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Methods
Close ended questions,
predetermined approaches
numerical data, statistical
analysis (Quantitative)
Open ended questions,
emerging approaches,
and text and image
analysis. (Qualitative)
Both open and close
ended questions; both
emerging and
predetermined
approaches; both
quantitative and
qualitative data and
analysis.
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WHAT IS QUANTITATIVE RESEARCH?
Quantitative Research Is "a formal, objective, systematic process in which
numerical data are utilised to obtain information about the world“. It is inclined to
be deductive. In other words it tests theory.
GENERAL AIMS OF QUANTITATIVE RESEARCH?
To Generalize
To Be Objectives
To Test Theories or Hypotheses
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STRATEGIES ASSOCIATED WITH
QUANTITATIVE APPROACH
EXPERIMENTAL
Experimental research provides a framework for establishing a
relationship between causes and effects. In experimental the
researcher acts as a inactive agent and use deductive reasoning to
prove or falsify hypothesis. This involves manipulating an
independent variable (cause) and observing the outcome on
dependent variable (effect) while controlling the extraneous
variables. Moreover, random sampling, manipulation and control
are the characteristics of the true experiments.
SURVEYS
Surveys include cross-sectional and longitudinal studies using
questionnaires or structured interviews for data collection, with the
intent of generalizing from a sample to a population
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PROCESS OF QUANTITATIVE RESEARCH
1- THEORY
2- HYPOTHESIS
3- RESEARCH DESIGN
4- DEVISE MEASURES OF CONCEPTS
5- SELECT RESEARCH SITE
6- SELECT RESEARCH SUBJECT/ RESPONDENTS
7- ADMINISTER RESEARCH INSTRUMENTS/ COLLECT DATA
8- PROCESS DATA
9- ANALYZE DATA
10- FINDINGS/ CONCLUSIONS
11- WRITE UP FINDINGS/ CONCLUSIONS
Adapted from: Bryman, A. and Bell, E. (2003) ‘ Business
Research Methods’, second edition, Oxford University
Press. Pp. 155
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WHAT IS QUALITATIVE RESEARCH?
Qualitative Research Is “an informal, subjective research approach that
usually emphasizes words rather than numbers in the collection and analysis of
data” and that is inductive in nature. In other words it generates theory.
GENERAL AIMS OF QUALITATIVE RESEARCH?
 To add understanding to a phenomenon or the complexities of
human behavior
 It does not claim to generalize
 To generate theory therefore it is inductive rather than deductive
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STRATEGIES ASSOCIATED WITH THE
QUALITATIVE APPROACH?
Case Study
Attempts to shed light on a phenomenon by studying in depth a single
case example of the phenomena. The case can be an individual person, an
event, a group, or an institution.
Grounded
Theory
Theory is developed inductively from a corpus of data acquired by a
participant-observer.
Phenomenology
Describes the structures of experience as they present themselves to
consciousness, without recourse to theory, deduction, or assumptions from
other disciplines
Ethnography
Focuses on the sociology of meaning through close field observation of
socio-cultural phenomena. Typically, the ethnographer focuses on a
community.
Narrative
A from of inquiry in which the researcher studies the lives of individual
and ask one or more to provide stories about their lives and in the end, the
narrative combine views from the participants’ life with those of
researcher’s life in a collaborative narrative.
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MAIN STEPS OF QUALITATIVE RESEARCH?
1. General Research Question
2. Selecting Relevant Site(s) and Subjects
3. Collection or Relevant Data
5a. Collection of Further Data
4. Interpretation of Data
5. Conceptual and Theoretical Work
5b. Tighter Specification of the Research Question (s)
6. Writing up Findings/Conclusions
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THE BASIC PROCESS OF QUANTITATIVE AND
QUALITATIVE RESEARCH?
Another preliminary consideration before designing and conducting
research is to review and know the basic elements of both quantitative
and qualitative research so that to choose an appropriate approach.
These elements are discussed in the next table.
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Elements of Qualitative Research Tend
Toward…..
Interpretivism
•Point on view of participants
Understand meaning individuals give to
a phenomenon inductively
Contextual understanding
Process of
Research
Paradigm
Intent of the
research
Elements of Quantitative Research Trend
Toward…
Positivism
•Point of view of researcher
•Test a theory deductively to support or refute it
•Generalization
•Minor role
Justifies problem
How literature
is used
•Major role
Justifies problem
Identifies questions and hypotheses
•Ask open-ended questions
Understand the complexity of a single
idea
How intent is
focused
•Ask closed-ended questions
Test specific variables that form hypotheses or
questions
•Words and images
From a few participants at a few
research sites
Studying participants at their location.
Natural setting
Data is collected at Micro level
How data are
collected
•Numbers
From many participants at many research sites
Sending or administering instruments to
participants
Artificial setting
Data is collected at Macro level
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•Text or image analysis
Themes
Larger patterns or generalizations.
How data are
analyzed
•Numerical statistical analysis
Rejecting hypotheses or determining effect sizes
•Using validity procedures that rely on
the participants, the researcher, or the
reader
How data are
validated
•Using validity procedures based on external
standards, such as judges, past research, statistics
•Researcher is close
Identifies personal stance
Reports bias
Role of the
researcher
•Researcher is distant
Remains in background
Take steps to remove bias
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MIXED METHODS APPROACH
A mixed methods approach is one in which the researcher tends to base knowledge
claims on pragmatic grounds (e.g., consequence-oriented, problem-centered, and
pluralistic). It employs strategies of inquiry that involve collecting data either
simultaneously or sequentially to best understand research problem. The data
collection also involve gathering both numeric information (e.g., on instruments) as
well as text information (e.g., on interview) so that the final database represents
both quantitative and qualitative information.
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STRATEGIES ASSOCIATED WITH THE MIXED
METHODS APPROACH
Sequential Procedures
Sequential procedures, in which the researcher seeks to elaborate on or expand the findings of one
method with another method. This may involve beginning with a qualitative method for
exploratory purposes and following up with a quantitative method with a large sample so that the
researcher can generalize results to a population. Alternatively, the study may begin with a
qualitative method involving detailed exploration with a few cases or individuals.
Concurrent Procedures
Concurrent procedures, in which the researcher converges quantitative and qualitative data in order
to provide a comprehensive analysis of the research problem. In this design, the investigator
collects both forms of data at the same time during the study and then integrates the information
in the interpretation of the overall results. Also, in this design, the researcher nests one from the
data within another, larger data collection procedure in order to analyze different questions or levels
of units in an organization.
Transformative
Procedures
This strategy involve the data collection either through sequential or a con-current approach, but
after the initial analysis, there searcher uses procedure to transform one data type into the other
data type. This is accomplishing result which facilitates comparison, interrelation and further
analysis of two data sets.
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QUALITATIVE, QUANTITATIVE AND MIXED METHODS
APPROACH
TEND TO OR
TYPICALLY
QUALITATIVE
APPROACHES
QUANTITATIVE
APPROACHES
MIXED METHODS
APPROACHES
Use these philosophical
assumptions
Interpretatism Paradigms
Positivist Paradigms
Pragmatic Paradigms
Employ these strategies
of inquiry
Phenomenology. Grounded theory,
ethnography, case study, and
narrative
Surveys and Experiments
Sequential, concurrent, and
transformative
Employ these methods
Open-ended questions, emerging
approaches , text or image data
Closed-ended questions,
predetermined approaches,
numeric data
Both open and closed-ended
questions, both emerging and
predetermined approaches, and
both quantitative and
qualitative data and analysis.
Use these practices of
research, as the researcher
Positions himself or herself
Collects participant meanings
Focuses on a single concept or
phenomenon
Brings personal values into this
study
Studies the context or setting of
participants
Validates the accuracy of findings
Makes interpretation of the data
Creates on agenda for change or
reform
Collaborates with the participants
Tests or verifies theories or
explanations
Identifies variables to study
Relates variables in questions
or hypothesis
Uses standards of validity
and reliability
Observe and measures
information numerically
Uses undecided approaches
Employs statistical
procedures
Collects both quantitative and
qualitative data
Develops a rationale for mixing
integrates the data at different
stages of inquiry
Present visual pictures of the
procedures in the study
Employs the practices of both
qualitative and quantitative
research
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• Please read the following articles thoroughly and prepare a research report of
2500 words and a Presentation covering the Comparison on the basis of elements
of research approaches which you have covered in today’s class (page:17 in
handouts)
• Articles



Churn management in telecom industry of Pakistan: A Comparative
study of Ufone and Telenor
By: Sadia Jahanzeb and Sadia Jabeen
‘To Adapt or Not to Adapt’ Exploring the Role of National culture in
HRM – A Study of Pakistan
By: Shaista E. khilji
Linking individual performance to business strategy: the people
process model
By: Lynda Gratton, Veronica Hope-Hailey et al.
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1. Instructions:
I. Submit soft copy (On CD) and properly binded hard copy of both report and
presentation to Resource person at student office on due date
II. You could be requested for the presentation followed by a question answer
session in group form in the upcoming class.
2. Notes on presentation:
The aim of the presentation is to allow students to gain constructive feedback from
their peers regarding their comparative reports as well as allowing them to
demonstrate their presentation skills. The structure of the presentation will largely
mirror the structure of the report and thus contain the comparison on basis of three
basic research approaches i.e. qualitative, quantitative and mixed methods.
I. Points to consider when marking presentations are:
I. Timing of presentation
II. Clarity of presentation
III. Structure of the presentation
IV. Quality of overheads, handouts etc.
V. Application of theory to practice
VI. Ability to answer questions effectively
VII.Use of sources of information
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ELEMENTS OF RESEARCH PROCESS
SAMPLE COMPARISON CHART
S. No.
R. P. Elements
Title of article # 1
Title of article # 2
Title of article # 3
1
2
3
4
5
6
7
8
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SUPERIOR GROUP OF COLLEGES
32
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