Chapter 1 introduction to research, chapter 2 scientific investigation, chapter 3 the research proce
October 26, 2012
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2011/2012
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marketing research
business research
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Research Methods for Business
A skill building approach – Uma Sekaran and Roger Bougie
Chapter 1: Introduction to research
1.1 What is research
Research = the process of finding solutions to a problem after a thorough study and analysis
of the situational factors.
The decision making process of managers during a research project is very important to make
the project a success and come up with a solution to the problem.
1.2 Business research
Business research = a systematic and organized effort to investigate a specific problem
encountered in the work setting, which needs a solution. Consists of a few steps:
- Knowing where the problem area exists in the organization
- Identify the problem as clearly and specifically as possible
- Gather information
- Analyze information
- Solve the problem
These processes need to be carried out systematically, diligently, critically, objectively and
logically.
1.2.1 Definition of business research
Business research = an organized, systematic, data-based, critical, objective scientific inquiry
or investigation into a specific problem.
Business research guides managers in making informed decisions to deal with problems.
1.2.2 Research and the manager
In business, research is usually primarily conducted to resolve problematic issues in, or
interrelated among, the areas of accounting, finance, management, and marketing. Issues
within these subareas are related to many factors within the company, but they must also be
investigated in the context of the external environment.
1.3 Types of business research: applied and basic
Research can be undertaken for two different purposes.
Applied research = research to solve a current problem faced by the manager in the work
setting, demanding a timely solution. Research with the intention of applying the results
immediately.
Basic research (pure research) = research to generate a body of knowledge by trying to
comprehend how certain problems that occur in organizations can be solved. Research with
the purpose of making a contribution to the existing knowledge for later use.
1
, 1.3.1 Basic or fundamental research
The objective of engaging in basic research is primarily to equip oneself with additional
knowledge of certain phenomena and problems that occur is several organizations and
industries with a view of finding solutions.
Both basic and applied research have to be carried out in a scientific manner so that the
findings or results generated by them can be relied upon to effectively solve the problem.
Applied research often has a shorter time frame than basic research.
1.4 Managers and research
Being knowledgeable about research helps professional managers to:
- Identify and effectively solve minor problems in the work setting
- Know how to discriminate good from bad research
- Appreciate and be constantly aware of the multiple influences and multiple effects of
factors impinging on a situation.
- Take calculated risks in decision making, knowing full well the probabilities
associated with the different possible outcomes.
- Prevent possible vested interests from exercising their influence in a situation.
- Relate to hired researchers and consultants more effectively
- Combine experience with scientific knowledge while making decisions.
1.5 The manager and the consultant –researcher
Managers engage with a consultant when a study is complex and time-consuming.
1.5.1 The manager-researcher relationship
While hiring researchers the manager should make sure that:
- The roles and expectations of both parties are made explicit.
- Relevant philosophies and values of the organization are clearly stated and constraints,
if any, are communicated.
- A good rapport is established with the researchers, and between the researchers and
the employees in the organization, enabling the full cooperation of the organization.
1.6 Internal versus external consultant-researcher
1.6.1 Internal consultants/researchers
Some organizations have their own consulting or research department. This department serves
as the internal consultant to subunits of the organization that face certain problems.
Advantages of internal consultants/researchers
1. The internal team stands a better chance of being readily accepted by the employees in
the subunit of the organization where research needs to be done.
2. The team requires much less time to understand the structure, the philosophy and
climate, and the functioning and work systems of the organization.
3. They are available to implement their recommendations after the research findings
have been accepted. They can evaluate the effectiveness and consider further changes.
4. The internal team might costs considerably less than an external team because they
need less time.
2
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