Title: Click here to view
Course: PEBL 101: RESEARCH METHODOLOGY & DESIGN FOR BUSINESS > Section: UNIT 3a: TYPES, APPROACHES, STRATEGIES OF RESEARCH AND RESEARCH DESIGNS

Unit 3a Learning Outcomes

Indicative Content

Types of Research, Approaches to Research,

Intended learning outcomes for unit 3:

By the end of Unit 3, you will be able to:

1. distinguish between types, approaches, strategies of research and research designs.
2. apply knowledge of approaches, strategies and research designs to plan for and conduct respective business research studies

Unit 3a E-tivities

Learning Outcome(s) addressed: Unit 3a supports Module Learning Outcomes 2, 3, 4, 5 & 6.

Purpose: This unit is intended to enable you learn how to identify the type of study and select the most appropriate approach(es), strateg(y)ies and design(s). Specifically for Unit 3a, you will learn the different types of research and approaches to research.

Over to you: The type of research, approach, strategies and designs depend on the research problem. The specific research problem is the basis for you to decide how you will approach a task and who you will include. You are therefore expected to read widely since the approaches are several.

Preparatory research: In order to learn the types and approaches of research;

1. read the minilecture about types of research here.
2. read minilecture about approaches to research here .
3. read pages 7 – 10, pages 27 – 37 and page 374, of Sekarani (2003) about types and approaches of research here.

E-tivity 3.1: Having read about research types and approaches, identify a business example for each type and each approach. In your group forum, create a new discussion topic called E-tivity 3.1. Post your suggested examples by 20^th February 2019.

E-tivity 3.2: Comment on contributions of at least 2 other learners and improve yours if necessary. Save your improved work in your Portfolio by 22^nd February 2019.

E-tivity 3.3: In the group discussion forum, create another new discussion topic in your group forum titled ‘E-tivity 3.3. Under it, discuss and agree on the most suitable type of research and approach applicable for the concept paper that you are preparing. Select a weaver for this section who should summarise the final solution for E-tivity 3.3 and post it under the discussion topic titled ‘Concept Paper’ that you created under E-tivity 2.1 by 24^th February 2019.

Link to other Units: Unit 3a links to Units 1, 2, 4, 5, 6, 7 & 8.

Anticipated time required for Unit 3a activities: 5 hours

Deadlines for Unit 3a activities:

E-tivity 3.1: Business example for each type and each approach: 20^th February 2019

E-tivity 3.2: Commenting on contributions of at least 2 other learners: 22^nd February 2019

E-tivity 3.3: Incorporating research type and approach in concept paper: 24^th February 2019

Introduction

As you may have noticed by now, there are quite a number of challenges when carrying out research and each challenge comes with its own solutions. One research situation or problem will have requirements different from the other.

For example, a person who wants to study whether income increases with age will use an approach different from the approach that one attempting to describe the customer registration process in a big business. In the former case, one will have to carry out the study over several years and track how respondents’ incomes differ with age. For the latter, one may have to visit the business and study the registration process of customers just in one day.

In another scenario, one may have a theory that he/she wants to test by collecting data while another one may want to collect data then develop a theory. Again the methods requirements will differ among these two cases. There are also people who carry out research just for interest while others need to apply the solutions immediately since they will have identified a practical problem.

Some studies may require going to communities and visiting homes, others may require visiting small or big businesses, and yet others may require studying about employees within organizations.

In all the above, different ways will be used to come across the right respondents and to structure the study in order to get the right data that suits the purpose for which the study is being carried out.

This chapter will enable you to;

1. learn and be able to apply the different types of research
2. learn and be able to apply the different approaches to research
3. learn and be able to apply the different research strategies
4. learn and be able to apply the different research designs
5. be able to identify and apply the suitable research type, approach, strategy and design for the study that you are carrying out.

TYPES/ CLASSIFICATION OF RESEARCH

This can be classified according to different perceptions

1.Based on expected outcome

This can either be basic (Pure, theoretical, fundamental) or applied/Empirical.

a)Basic (Pure, theoretical, fundamental)research:

It is the generation of a body of knowledge intended to improve the understanding of general issues or problems that commonly occur in organizational settings and how they can be solved but without emphasis on any specific or immediate application. It is however possible that some organizations may later apply the knowledge gained by the findings of such basic research to solve their own problems. E.g. researching about the causes and consequences of global warming and how it can be averted. While the primary purpose of global warming research might be to understand the causes of the phenomenon, the findings will ultimately be applied and be useful to the agricultural industry and the building industry among others.

It has got the following key characteristics;

i.It aims at illuminating the theory by enriching the basis of a discipline,

ii.studies a problem usually from the focus of one discipline,

iii.seeks generalizations,

iv.works on the hypothesis that variables not measured remain constant

v.Tries to say why things happen

vi.Reports in technical language of discipline

b)Applied/ Empirical research:

It refers to the research done with the intention of applying results of the findings to solve specific problems currently being experienced in the organization.e.g a particular product may not be selling very well and the manager might want to find the reasons for this in order to take corrective action.

It has got the following key characteristics;

a)It aims to solve a problem by enriching the field of application of a discipline

b)Often several disciplines collaborate for solving the problem

c)Often studies individual cases without the objective to generalize

d)Recognizes that other variables are constantly changing

e)Tries to say how things can be changed

f)Reports in common language

2.Based on the Research process.

This may be either qualitative or quantitative research.

a)Qualitative research is subjective and based on opinions and perceptions. Qualitative data is collected so as to formulate a better understanding of the problem. It used for theory grounded research. Qualitative research explores attitudes, behaviour and experiences through such methods as interviews or focus groups. It attempts to get an in-depth opinion from participants. As it is attitudes, behaviour and experiences which are important, fewer people take part in the research, but the contact with these people tends to last a lot longer. Under the umbrella of qualitative research there are many different methodologies.

b)Quantitative research uses specific numerical measures and hence is objective. Quantitative research generates statistics through the use of large-scale survey research, using methods such as questionnaires or structured interviews. If a market researcher has stopped you on the streets, or you have filled in a questionnaire which has arrived through the post, this falls under the umbrella of quantitative research. This type of research reaches many more people, but the contact with those people is much quicker than it is in qualitative research.

Features of Qualitative & Quantitative Research

Qualitative | Quantitative
"All research ultimately has a qualitative grounding" - Donald Campbell | "There's no such thing as qualitative data. Everything is either 1 or 0" - Fred Kerlinger
The aim is a complete, detailed description. | The aim is to classify features, count them, and construct statistical models in an attempt to explain what is observed.
Researcher may only know roughly in advance what he/she is looking for. | Researcher knows clearly in advance what he/she is looking for.
Recommended during earlier phases of research projects. | Recommended during latter phases of research projects.
The design emerges as the study unfolds. | All aspects of the study are carefully designed before data is collected.
Researcher is the data gathering instrument. | Researcher uses tools, such as questionnaires or equipment to collect numerical data.
Data is in the form of words, pictures or objects. | Data is in the form of numbers and statistics.
Subjective - individuals� interpretation of events is important ,e.g., uses participant observation, in-depth interviews etc. | Objective � seeks precise measurement & analysis of target concepts, e.g., uses surveys, questionnaires etc.
Qualitative data is more 'rich', time consuming, and less able to be generalized. | Quantitative data is more efficient, able to test hypotheses, but may miss contextual detail.
Researcher tends to become subjectively immersed in the subject matter. | Researcher tends to remain objectively separated from the subject matter.

(the two quotes are from Miles & Huberman (1994, p. 40). Qualitative Data Analysis)

3.Based on Logic or sequence of the research

The key question here is whether the research moves from a general picture to a specific picture or vice versa. This classification brings a distinction between deductive and inductive research.

a)Deductive research is the process by which we arrive at a reasoned conclusion by logically generalizing from a known fact. The researcher tests theory through data collected. The researcher begins with general inferences and then develops specific theoretical structures. For example if we know that all high performers are highly proficient in their jobs and if John is a high performer, then conclude that he is highly proficient in doing his job.

b)Inductive research specific instances are used to build general inferences about the population. The researcher uses data collected to develop a theory. We logically establish a general proposition based on observed facts e.g. A researcher may select 100 B.COM graduates, monitor their behavior when on their jobs and use this to make a general observation about all B.COM graduates.

4. Based on the ability of a researcher to control variables

a) Experimental

It is one in which the researcher is able to manipulate and directly control the independent variables. Direct control and manipulation of the independent variable are two major features of experimental researches.

Disadvantages of Experiments

The main disadvantage of experiments is that they usually don’t fully reflect the real world. In an experiment, researchers try to control variables in order to show clear causal links. However, to exert control in this way, researchers must simplify an event or a situation, which often makes the situation artificial.

Another disadvantage of experiments is that they can’t be used to study everything. Sometimes researchers can’t control variables enough to use an experiment, or they find that doing an experiment would be unethical—that is, it would be painful or harmful in some way to the subjects being studied.

b) Non-experimental designs

It is one in which the scientists does not have direct control over independent variables because their manifestations have already occurred due to being inherently not manipulatable. Control is the most important difference between experimental and non-experimental researches.

APPROACHES TO RESEARCH

There are two broad approaches to research which include

a)Positivistic approach

b)Phenomenological approach

a) Positivistic Research

This is also referred to as scientific research and has the following characteristics;

§It is usually deductive i.e. it tests a theory through observed data.

§It seeks to explain relationships between variables.

§It usually uses quantitative data.

§The approach employs controls to ensure that non research variables don’t unduly influence research findings.

§It uses a structured methodology to facilitate replication.

It follows the following steps;

i.It starts with a hypothesis clearly singling out the variables to be measured and how they will be measured.

ii.Going in the field, conducting the inquiry and collecting quantitative data about the variables.

iii.Analyzing the data with the aim of testing the hypothesis.

iv.Making conclusions based on the findings.

b) Phenomenological Research

This concentrates on social phenomena and is geared towards understanding what is happening and why it is happening.This is usually concerned with qualitative data e.g. suppose the subject of inquiry is absenteeism at work.If the interest was to find out how it affects production, this would be positivistic. If you establish the reasons as attending political rallies, negative attitude towards work, etc then that would be qualitative. This will enable establishing a theory rather than provision of a theory.

Note:

§Neither approach is superior to another.They simply approach the research problem from different perspectives.

§Positivistic research quantifies consequences and seeks to establish causal relationships while the phenomenological approach concentrates on understanding the ‘how’ and ‘why’ of the phenomenon.

§The two approaches may be used concurrently in one research design.