PAN African e-Network Project MFM Market Research and Report Preparation Semester 2nd Session-1 Dr Puja Singhal

Module 1: Research Methodology and Research MethodsObjective, significance and types of researchResearchMethods vis--vis MethodologyResearch Process and criterion for good researchEthics in Business Research

Definition of Research A broad definition of research is given by Martyn Shuttleworth - "In the broadest sense of the word, the definition of research includes any gathering of data, information and facts for the advancement of knowledge.

Another definition of research is given by Creswell who states that - "Research is a process of steps used to collect and analyze information to increase our understanding of a topic or issue". It consists of three steps: Pose a question, collect data to answer the question, and present an answer to the question

Objective of ResearchThe primary purposes of basic research (as opposed to applied research) are documentation, discovery, interpretation or the research and development (R&D) of methods and systems for the advancement of human knowledgeThe goal of the research process is to produce new knowledge or deepen understanding of a topic or issue.

Types of ResearchResearch can be classified in many different ways on the basis of the methodology of research. The knowledge it creates, the user group, the research problem it investigates etc,. Basic Research Applied researchQuantitative ResearchQualitative Research

BASIC RESEARCHThe research which is done for knowledge enhancement, the research which does not have immediate commercial potential. The research which is done for human welfare, animal welfare and plant kingdom welfare. It is called basic,pure,fundamental research.

The main motivation is to expand man's knowledge, not to create or invent something. There is no obvious commercial value to the discoveries that result from basic research. Basic research lay down the foundation for the applied research

Applied ResearchApplied research is designed to solve practical problem of the modern world, rather than to acquire knowledge for knowledges sake. The goal of applied research is to improve the human condition. It focus on analysis and solving social and real life problems.

This research is generally conducted on large scale basis, it is expensive. As such, it often conducted with the support of some financing agency like government , public corporation , world bank, UNICEF, UGC,Etc,.

According to hunt, applied research is an investigation for ways of using scientific knowledge to solve practical problems for example:- improve agriculture crop production, treat or cure a specific disease, improve the energy efficiency homes, offices, how can communication among workers in large companies be improved? Applied research can be further classified as problem oriented and problem solving research

Problem oriented research:- research is done by industry apex body for sorting out problems faced by all the companies. Eg:- WTO does problem oriented research for developing countries, in india agriculture and processed food export development authority (APEDA) conduct regular research for the benefit of agri-industry.

Problem solving:-this type of research is done by an individual company for the problem faced by it. Marketing research and market research are the applied research.

For eg:- videocon international conducts research to study customer satisfaction level, it will be problem solving research. In short, the main aim of applied research is to discover some solution for some pressing practical problem.

QUANTITATIVE RESEARCHThis research is based on numeric figures or numbers. Quantitative research aim to measure the quantity or amount and compares it with past records and tries to project for future period.

In social sciences, quantitative research refers to the systematic empirical investigation of quantitative properties and phenomena and their relationships. The objective of quantitative research is to develop and employ mathematical models, theories or hypothesis pertaining to phenomena.

The process of measurement is central to quantitative research because it provides fundamental connection between empirical observation and mathematical expression of quantitative relationships. Statistics is the most widely used branch of mathematics in quantitative research. Statistical methods are used extensively with in fields such as economics and commerce

QUALITATIVE RESEARCHQualitative research presents non-quantitative type of analysis. Qualitative research is collecting, analyzing and interpreting data by observing what people do and say. Qualitative research refers to the meanings, definitions, characteristics, symbols, metaphors, and description of things.

Qualitative research is much more subjective and uses very different methods of collecting information, mainly individual, in-depth interviews and focus groups.The nature of this type of research is exploratory and open ended. Small number of people are interviewed in depth and or a relatively small number of focus groups are conducted

Qualitative research can be further classified in the following type.I. Ethnography:- this type of research focuses on describing the culture of a group of people. A culture is the shared attributes, values, norms, practices, language, and material things of a group of people. Eg:-the researcher might decide to go and live with the tribal in Andaman island and study the culture and the educational practices.II. Case study:-is a form of qualitative research that is focused on providing a detailed account of one or more cases. Eg:-we may study a classroom that was given a new curriculum for technology use.

III. Grounded theory:- it is an inductive type of research, based or grounded in the observations of data from which it was developed; it uses a variety of data sources, including quantitative data, review of records, interviews, observation and surveysIV. Historical research:-it allows one to discuss past and present events in the context of the present condition, and allows one to reflect and provide possible answers to current issues and problems. Eg:-the lending pattern of business in the 19th century.

Research Methodology

The process used to collect information and data for the purpose of making business decisions. The methodology may include publication ,research, interviews, surveys and other research techniques, and could include both present and historical informationMethodology is the systematic, theoretical analysis of the methods applied to a field of study. It comprises the theoretical analysis of the body of methods and principles associated with a branch of knowledge.

Research ProcessResearch is a process that requires patience and thought. There is no check list to make certain you have exhausted every resource and found the best research. Research is more of an art rather than a science. There are steps you must take, however to thoughtfully go through this process.The research process is the step-by-step procedure of developing one's research and research paper. However, one can seldom progress in a step-by-step fashion as such. Writing a research paper frequently requires continuous, and sometimes extensive, re-evaluation and revision of both one's topic and the way it is presented.

The research process involves identifying, locating, assessing, analyzing, and then developing and expressing your ideas. These are the same skills that will be needed in the post-university "real world" when you produce reports, proposals, or other research for your employer. All of these activities will be based on primary and secondary sources from which recommendations or plans are formulated.

Scientific research involves a systematic process that focuses on being objective and gathering a multitude of information for analysis so that the researcher can come to a conclusion. This process is used in all research and evaluation projects, regardless of the research method .The process focuses on testing hunches or ideas in a park and recreation setting through a systematic process. In this process, the study is documented in such a way that another individual can conduct the same study again. This is referred to as replicating the study.

Any research done without documenting the study so that others can review the process and results is not an investigation using the scientific research process. The scientific research process is a multiple-step process where the steps are interlinked with the other steps in the process. If changes are made in one step of the process, the researcher must review all the other steps to ensure that the changes are reflected throughout the process. Parks and recreation professionals are often involved in conducting research or evaluation projects within the agency. These professionals need to understand the eight steps of the research process as they apply to conducting a study

Step 1: Identify the ProblemThe first step for any research project, whether it is a dissertation, a grant proposal or research to find the best practice intervention is formulate a question you want to answer. The research problem may be something the agency identifies as a problem, some knowledge or information that is needed by the agency, or the desire to identify a recreation trend nationally Being clear on the question makes it easier to formulate a research strategy for finding the best information about this question.Here are some examples of research questions:Is obesity in children a form of child abuse? What are the best inteventions for preventing youth violence in Asian urban communities? How can social workers best meet the needs of children of illegal immigrants? Are there proven ways to increase trust when urban communities become polorized?

Step 2: Review the LiteratureNow that the problem has been identified, the researcher must learn more about the topic under investigation. To do this, the researcher must review the literature related to the research problem. This step provides foundational knowledge about the problem area. The review of literature also educates the researcher about what studies have been conducted in the past, how these studies were conducted, and the conclusions in the problem area.

In the obesity study, the review of literature enables the programmer to discover horrifying statistics related to the long-term effects of childhood obesity in terms of health issues, death rates, and projected medical costs. In addition, the programmer finds several articles and information from the Centers for Disease Control and Prevention that describe the benefits of walking 10,000 steps a day. The information discovered during this step helps the programmer fully understand the magnitude of the problem, recognize the future consequences of obesity, and identify a strategy to combat obesity (i.e., walking).

Step 3: Clarify the ProblemMany times the initial problem identified in the first step of the process is too large or broad in scope. In step 3 of the process, the researcher clarifies the problem and narrows the scope of the study. This can only be done after the literature has been reviewed. The knowledge gained through the review of literature guides the researcher in clarifying and narrowing the research project. In the example, the programmer has identified childhood obesity as the problem and the purpose of the study.

This topic is very broad and could be studied based on genetics, family environment, diet, exercise, self-confidence, leisure activities, or health issues. All of these areas cannot be investigated in a single study; therefore, the problem and purpose of the study must be more clearly defined. The programmer has decided that the purpose of the study is to determine if walking 10,000 steps a day for three days a week will improve the individuals health. This purpose is more narrowly focused and researchable than the original problem.

Step 4: Clearly Define Terms and ConceptsTerms and concepts are words or phrases used in the purpose statement of the study or the description of the study. These items need to be specifically defined as they apply to the study. Terms or concepts often have different definitions depending on who is reading the study. To minimize confusion about what the terms and phrases mean, the researcher must specifically define them for the study.

In the obesity study, the concept of individuals health can be defined in hundreds of ways, such as physical, mental, emotional, or spiritual health. For this study, the individuals health is defined as physical health. The concept of physical health may also be defined and measured in many ways. In this case, the programmer decides to more narrowly define individual health to refer to the areas of weight, percentage of body fat, and cholesterol. By defining the terms or concepts more narrowly, the scope of the study is more manageable for the programmer, making it easier to collect the necessary data for the study. This also makes the concepts more understandable to the reader.

Step 5: Define the PopulationResearch projects can focus on a specific group of people, facilities, park development, employee evaluations, programs, financial status, marketing efforts, or the integration of technology into the operations. For example, if a researcher wants to examine a specific group of people in the community, the study could examine a specific age group, males or females, people living in a specific geographic area, or a specific ethnic group. Literally thousands of options are available to the researcher to specifically identify the group to study. The research problem and the purpose of the study assist the researcher in identifying the group to involve in the study. In research terms, the group to involve in the study is always called the population.

Defining the population assists the researcher in several ways. First, it narrows the scope of the study from a very large population to one that is manageable. Second, the population identifies the group that the researchers efforts will be focused on within the study. This helps ensure that the researcher stays on the right path during the study. Finally, by defining the population, the researcher identifies the group that the results will apply to at the conclusion of the study. In the example, the programmer has identified the population of the study as children ages 10 to 12 years. This narrower population makes the study more manageable in terms of time and resources.

Step 6: Develop the Instrumentation PlanThe plan for the study is referred to as the instrumentation plan. The instrumentation plan serves as the road map for the entire study, specifying who will participate in the study; how, when, and where data will be collected; and the content of the program. This plan is composed of numerous decisions and considerations. In the obesity study, the researcher has decided to have the children participate in a walking program for six months.

The group of participants is called the sample, which is a smaller group selected from the population specified for the study. The study cannot possibly include every 10- to 12-year-old child in the community, so a smaller group is used to represent the population. The researcher develops the plan for the walking program, indicating what data will be collected, when and how the data will be collected, who will collect the data, and how the data will be analyzed. The instrumentation plan specifies all the steps that must be completed for the study. This ensures that the programmer has carefully thought through all these decisions and that she provides a step-by-step plan to be followed in the study

Step 7: Collect DataOnce the instrumentation plan is completed, the actual study begins with the collection of data. The collection of data is a critical step in providing the information needed to answer the research question. Every study includes the collection of some type of datawhether it is from the literature or from subjectsto answer the research question. Data can be collected in the form of words on a survey, with a questionnaire, through observations, or from the literature. In the obesity study, the programmers will be collecting data on the defined variables: weight, percentage of body fat, cholesterol levels, and the number of days the person walked a total of 10,000 steps during the class.

The researcher collects these data at the first session and at the last session of the program. These two sets of data are necessary to determine the effect of the walking program on weight, body fat, and cholesterol level. Once the data are collected on the variables, the researcher is ready to move to the final step of the process, which is the data analysis.

Step 8: Analyze the DataAll the time, effort, and resources dedicated to steps 1 through 7 of the research process culminate in this final step. The researcher finally has data to analyze so that the research question can be answered. In the instrumentation plan, the researcher specified how the data will be analyzed. The researcher now analyzes the data according to the plan. The results of this analysis are then reviewed and summarized in a manner directly related to the research questions..

In the obesity study, the researcher compares the measurements of weight, percentage of body fat, and cholesterol that were taken at the first meeting of the subjects to the measurements of the same variables at the final program session. These two sets of data will be analyzed to determine if there was a difference between the first measurement and the second measurement for each individual in the program.

Then, the data will be analyzed to determine if the differences are statistically significant. If the differences are statistically significant, the study validates the theory that was the focus of the study. The results of the study also provide valuable information about one strategy to combat childhood obesity in the community.

What is Ethics in Research & Why is it Important?

When most people think of ethics (or morals), they think of rules for distinguishing between right and wrong, such as the Golden Rule ("Do unto others as you would have them do unto you"), a code of professional conduct like the Hippocratic Oath ("First of all, do no harm"), a religious creed like the Ten Commandments ("Thou Shalt not kill..."), or a wise aphorisms like the sayings of Confucius. This is the most common way of defining "ethics":norms for conductthat distinguish between acceptable and unacceptable behavior

Another way of defining 'ethics' focuses on thedisciplines that study standards of conduct, such as philosophy, theology, law, psychology, or sociology. For example, a "medical ethicist" is someone who studies ethical standards in medicine. One may also define ethics as amethod, procedure, or perspectivefor deciding how to act and for analyzing complex problems and issues. For instance, in considering a complex issue like global warming, one may take an economic, ecological, political, or ethical perspective on the problem. While an economist might examine the cost and benefits of various policies related to global warming, an environmental ethicist could examine the ethical values and principles at stake.

There are several reasons why it is important to adhere to ethical norms in research. First, normspromote the aims of research, such as knowledge, truth, and avoidance of error. For example, prohibitions against fabricating, falsifying, or misrepresenting research data promote the truth and avoid error.

Second, since research often involves a great deal of cooperation and coordination among many different people in different disciplines and institutions, ethical standards promote thevalues that are essential to collaborative work, such as trust, accountability, mutual respect, and fairness.

For example, many ethical norms in research, such as guidelines for authorship, copyright and patenting policies, data sharing policies, and confidentiality rules in peer review, are designed to protect intellectual property interests while encouraging collaboration. Most researchers want to receive credit for their contributions and do not want to have their ideas stolen or disclosed prematurely.

Third, many of the ethical norms help to ensure that researchers can be heldaccountable to the public. For instance, federal policies on research misconduct, conflicts of interest, the human subjects protections, and animal care and use are necessary in order to make sure that researchers who are funded by public money can be held accountable to the public.

Fourth, ethical norms in research also help to buildpublic supportfor research. People more likely to fund research project if they can trust the quality and integrity of research

Finally, many of the norms of research promote a variety of other importantmoral and social values, such as social responsibility, human rights, animal welfare, compliance with the law, and health and safety. Ethical lapses in research can significantly harm human and animal subjects, students, and the public..

For example, a researcher who fabricates data in a clinical trial may harm or even kill patients, and a researcher who fails to abide by regulations and guidelines relating to radiation or biological safety may jeopardize his health and safety or the health and safety of staff and students

The following is a rough and general summary of some ethical principals that various codes address*:HonestyStrive for honesty in all scientific communications. Honestly report data, results, methods and procedures, and publication status. Do not fabricate, falsify, or misrepresent data. Do not deceive colleagues, granting agencies, or the public.

ObjectivityStrive to avoid bias in experimental design, data analysis, data interpretation, peer review, personnel decisions, grant writing, expert testimony, and other aspects of research where objectivity is expected or required. Avoid or minimize bias or self-deception. Disclose personal or financial interests that may affect research

IntegrityKeep your promises and agreements; act with sincerity; strive for consistency of thought and action.

CarefulnessAvoid careless errors and negligence; carefully and critically examine your own work and the work of your peers. Keep good records of research activities, such as data collection, research design, and correspondence with agencies or journals. OpennessShare data, results, ideas, tools, resources. Be open to criticism and new ideas.

Respect for Intellectual PropertyHonor patents, copyrights, and other forms of intellectual property. Do not use unpublished data, methods, or results without permission. Give credit where credit is due. Give proper acknowledgement or credit for all contributions to research. Never plagiarize

ConfidentialityProtect confidential communications, such as papers or grants submitted for publication, personnel records, trade or military secrets, and patient records.

Responsible PublicationPublish in order to advance research and scholarship, not to advance just your own career. Avoid wasteful and duplicative publication.

Responsible MentoringHelp to educate, mentor, and advise students. Promote their welfare and allow them to make their own decisions. Respect for colleaguesRespect your colleagues and treat them fairly.

Social ResponsibilityStrive to promote social good and prevent or mitigate social harms through research, public education and advocacy.

Non-DiscriminationAvoid discrimination against colleagues or students on the basis of sex, race, ethnicity, or other factors that are not related to their scientific competence and integrity.

CompetenceMaintain and improve your own professional competence and expertise through lifelong education and learning; take steps to promote competence in science as a whole.

LegalityKnow and obey relevant laws and institutional and governmental policies. Animal CareShow proper respect and care for animals when using them in research. Do not conduct unnecessary or poorly designed animal experiments.

Human Subjects ProtectionWhen conducting research on human subjects, minimize harms and risks and maximize benefits; respect human dignity, privacy, and autonomy; take special precautions with vulnerable populations; and strive to distribute the benefits and burdens of research fairly.

Q1 What is the purpose of doing research? a. To identify problem b. To find the solution c. Both a and b d. None of these

Q2 Which method can be applicable for collecting qualitative data? a. Artifacts (Visual) b. People c. Media products ( Textual, Visual and sensory) d. All of these

Q 3 When planning to do social research, it is better to:a) Approach the topic with an open mind b) Do a pilot study before getting stuck into it c) Be familiar with the literature on the topic d) Forget about theory because this is a very practical undertaking

Q4 Which comes first, theory or research?a) Theory, because otherwise you are working in the dark b) Research, because that's the only way you can develop a theory c) It depends on your point of view d) The question is meaningless, because you can't have one without the other

Q5 We review the relevant literature to know: a) What is already known about the topic b) What concepts and theories have been applied to the topic c) Who are the key contributors to the topic d) All of the above

Q6 Which of the following is not a type of research question?a) Predicting an outcome b) Evaluating a phenomenon c) Developing good practice d) A hypothesis

Q7 What does 'sampling cases' mean?a) Sampling using a sampling frame b) Identifying people who are suitable for research c) Literally, the researcher's brief-case d) Sampling people, newspapers, television programmes etc.

Q8 Which of the following is not a data-collection method? a) Research questions b) Unstructured interviewing c) Postal survey questionnaires d) Participant observation

Q9 Why is data analysis concerned with data reduction?a) Because far too much data is collected than is required b) Because we need to make sense of the data c) Because of the repetitions in answers to questionnaires d) Because the sample size has been exceeded

Q10 The core ingredients of a dissertation are:a) Introduction; Data collection; Data analysis; Conclusions and recommendations. b) Executive summary; Literature review; Data gathered; Conclusions; Bibliography. c) Research plan; Research data; Analysis; References. d) Introduction; Literature review; Research methods; Results; Discussion; Conclusion

KEY1 -c2-d3-c4-c5-d6-d7-d8-a9-b10-d

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