Lecture 01
Dr. Shazia Nauman
Shazia.nauman@riphah.edu.pk
Advanced Research Methods

Introduction

Communication Channels
Ms. Ayesha Sarwar and Mr. Shoaib
 Ms. Ayesha Sarwar is ORIC officer and Mr. Shoaib
is a Research Associate at Riphah School of Business
and Management (RSBM) Lahore.

Objectives for the Course
•Identify problem area
•Conduct interviews
•Do library research
•Develop theoretical
framework
•Formulate hypotheses
•Make research design
decisions
•Collect data
•Analyze & interpret data
•Discuss findings &
implications
•Discriminate between
good and bad research

The common facts of today are the
products of yesterday’s research
Duncan MacDonald

WHAT IS RESEARCH
RESEARCH
• What kind of images does this word have ?
• Do we visualize a lab with scientist at work
It is simply the process of finding solutions to a problem
after a thorough study and analysis of the situational
factors
Examples:
• If a performance of the people during a project is not satisfactory, or
they leave the project due to any reason, will you conduct a research
to solve this problem.
• Finding a cure of Corona is a also possible through research.

WHAT IS RESEARCH
Research
• Managers in organizations constantly engage themselves in
studying & analyzing issues(?)
• They are involved in some form of research activity
• They make decisions at the work place on the basis of
research.
Example:
• When employees came late to the office, manager may try
to solve the problem using research.

Business Research
“Research is the process of finding solutions to a
problem after a thorough study and analysis of
the situational factors.”
 Series of steps designed and executed with the goal
of finding answers to the issues that are of concern to
the manager in the work environment

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What is Research?
 Managers in organizations constantly engage
themselves in studying and analyzing issues and
hence are involved in some form of research activity
as they make decisions at the workplace.

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What is Research?
 Sometimes managers make good decisions and the
problem gets solved.
 Sometimes managers make poor decisions and the
problem persists.
 The difference between making good decisions and
poor decisions, lies in how managers go about the
decision-making process.

BUT
Good decisions always depend upon the answers of the
following questions
• Do managers identify where exactly the problem lies?
• Do they correctly recognize the relevant factors in the
situation need investigation?
• Do they know what type of information are to be gathered
and how?
• Do they know to make use of the information so correct?
• And draw appropriate conclusions to make the right
decisions, finally
• Do they know to implement the results of this process to
solve the problem?

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What is Research?
 This is the essence of research and to be successful
manager it is important for you to know
 how to go about making the right decisions by being
knowledgeable about the various steps involved in
finding solutions to problematic issues.
 This is what we talk about.

Basic research
Applied research
Business Research Types

Fundamental Types of Research
Basic Research - generating and fills in scientific
knowledge for future use
 Basic Research attempts to expand the limits of
knowledge. It does not directly involve the solution to
a particular pragmatic problem
Applied Research - Undertaken to solve existing real
world problems
 Applied Research is undertaken to answer questions
about specific problems or to make decisions about a
particular course of action or policy.

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Examples of Basic Research
 University professors engage in basic research in an effort to
understand and generate more knowledge about various
aspects of businesses, such as:
- How to improve the effectiveness of information systems.
- How to integrate technology into the overall strategic
objectives of an organization.
- How to increase the productivity of the employees.
- How to curtail spread of Crona Virus.

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Examples of Applied Research
 Apple’s iPod sales increased by 200% from 2001 to
2008. but the sales decreased by 6% in 2009. What
is the reason for this decrease?
 The question is: what will Apple do about this
problem?

Applied Research Example
 Should McDonald’s add Italian pasta dinners to
its menu?
 Business research told McDonald’s it should not
 Should McDonalds add a “Whopper Stopper”
burger to its menu?
 Now being researched

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Types of Research Studies
 Exploratory
When little or no information is available from case to
case basis. Gaps in info. Completely uncertain, secondary
data, surveys, pilot studies
 Descriptive
When, where & who type of studies, need to find certain
characteristics of a phenomena
 Explanatory or Causal or Predictive
When certain about problem and its causes, like cause
and effect btw 2 variables & relationship

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Exploratory Research

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Descriptive Research

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Causal Research

Scientific Method
 The analysis and interpretation of empirical
evidence (facts from observation or
experimentation) to confirm or disprove prior
conceptions.

Scientific Studies
 A procedure to produce
knowledge i.e discovering
uniformities/ principles, laws
in this universe
 Application of procedures,
tools, & methodologies to
analyze empirical evidence

Research follows a Scientific
Method
 A scientific approach is necessary for investigations when
systematic research by simply collecting and analyzing
data would produce results that can be applied to solve the
problem.
 So the results will be less prone to errors and more
confidence can be placed in the findings because of the
greater rigor in application of the design details. This also
increases the replicability and generalizability of the
findings

Determining When to Conduct Business Research
Is sufficient time
available before
a managerial
decision
must be made?
Is the infor-
mation already
on hand
inadequate
for making
the decision?
Is the decision
of considerable
strategic
or tactical
importance?
Does the value
of the research
information
exceed the cost
of conducting
research?
Conducting
Business
Research
Do Not Conduct Business Research
Time Constraints
Availability of
Data Nature of the Decision
Benefits
vs. Costs
Yes Yes
Yes
Yes
No No No No

Reasons for not Conducting Research
 Lack of resources.
 Research Results would not be useful.
 Decision has already been made.
 Managers cannot agree on info. required

Value
•Decreased certainty
•Increased likelihood of a
correct decision
•Improved business
performance and
resulting higher profits
Costs
•Research expenditures
•Delay of business
decision and possible
disclosure of
information to rivals
•Possible erroneous
research results
Value Should Exceed
Estimated Costs

Major Topics for Research in Business
 General Business Conditions and Corporate
Research
 Financial and Accounting Research
 Project Management and Engineering
Management Research
 Organizational Behavior Research
 Sales and Marketing Research
 Information Systems Research
 Corporate Responsibility Research

Global Research
 Business Research is increasingly global
 Growth of the Internet and other information
technologies
 Market knowledge is essential
 A.C. Nielsen - more that 67% international
business
 General information about country - economic
conditions and political climate
 Cultural and consumer factors
 Market and competitive conditions - demand
estimation

The Internet
Is Transforming Society
 Time is collapsing.
 Distance is no longer an obstacle.
 Crossing oceans is only a mouse click away.
 People are connected 24 hours a day, seven
days a week.
 "Instantaneous" has a new meaning.

What is Good Research?
 Following the standards of the scientific method
 Purpose clearly defined
 Research process detailed
 Research design thoroughly planned
 Limitations frankly revealed
 High ethical standards applied
 Adequate analysis for decision-maker’s needs
 Findings presented unambiguously
 Conclusions justified
 Researcher’s experience reflected

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Role of Research in Business Decision
Making
 Understand the marketplace and identifying
problems and opportunities (SWOT)
 Diagnosis and Assessment
 Selecting and Implementing a course of Action
(Improved decision making)
 Monitor/Evaluate performance and correct
errors

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Examples of External Research
 Forecasting
 Business and industry trends
 Market share analysis
 Inflation and pricing studies
 Studies of Global Environments

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Examples of Internal Research
 Sales Invoices
 Accounting Records
 Previous Market Research
 Consumer databases
 Employee productivity

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END