Documente Academic
Documente Profesional
Documente Cultură
AN INTRODUCTION
MEANING OF RESEARCH
Research in common parlance refers to a search for knowledge. Once can also define
research as a scientific and systematic search for pertinent information on a specific topic. In fact,
research is an art of scientific investigation. The Advanced Learners Dictionary of Current
English lays down the meaning of research as a careful investigation or inquiry especially
through search for new facts in any branch of knowledge. Redman and Mory define research as a
systematized effort to gain new knowledge.
Some people consider research as a movement, a movement from the known to the unknown. It is
actually a voyage of discovery. We all possess the vital instinct of inquisitiveness for, when the
unknown confronts us, we wonder and our inquisitiveness makes us probe and attain full and
fuller understanding of the unknown. This inquisitiveness is the mother of all knowledge and the
method, which man employs for obtaining the knowledge of whatever the unknown, can be
termed as research.
Research is an academic activity and as such the term should be used in a technical sense.
Research is, thus, an original contribution to the existing stock of knowledge making for
its advancement. It is the pursuit of truth with the help of study, observation, comparison and
experiment. In short, the search for knowledge through objective and systematic method of
finding solution to a problem is research. The systematic approach concerning generalisation and
the formulation of a theory is also research. As such the term research refers to the systematic
1
method consisting of enunciating the problem, formulating a hypothesis, collecting the facts or
data, analysing the facts and reaching certain conclusions either in the form of solutions(s)
towards the concerned problem or in certain generalisations for some theoretical formulation.
All progress is born of inquiry. Doubt is often better than over-confidence, for it leads to inquiry,
and inquiry leads to invention is famous Hudson Maxim in context of which the significance of
research can well be understood. Increased amounts of research make progress possible. Research
inculcates scientific and inductive thinking and it promotes the development of logical habits of
thinking and organization. The role of research in several fields of applied economics, whether
related to business or to the economy as a whole, has greatly increased in modern times. The
increasingly complex nature business and government has focused attention on the use of research
in solving operational problems. Research, as an aid to economic policy, has gained added
importance, both for government and business.
Research provides the basis for nearly all government policies in our economic system.
For instance, governments budgets rests in part on an analysis of the needs and desires of the
people and on the availability of revenues to meet these needs. The cost of needs has to be
equated to probable revenues and this is a field where research is most needed. Through research
we can devise alternative policies and can as well examine the consequences of each of these
alternatives. Decision making may not be a part of research, but research certainly facilitates the
decisions of the policy maker.
Government has also to chalk out programmes for dealing with all facets of the countrys
existence and most of these will be related directly or indirectly to economic conditions. The
plight of cultivators, the problems of big and small business and industry, working conditions,
trade union activities, the problems of distribution, even the size and nature of defence services
are matters requiring research. Thus, research is considered necessary with regard to the
allocation of nations resources. Research has its special significance in solving various
operational and planning problems of business and industry. Operations research and market
research, along with motivational research, are considered crucial and their results assist, in more
than one way, in taking business decisions. Market research is the investigation of the structure
and development of a market of the purpose of formulating efficient policies for purchasing,
2
production and sales. Operations research refers to the application of mathematical, logical and
analytical techniques to the solution of business problems of cost minimization or of profit
maximization or what can be termed as optimization problems. Motivational research of
determining why people behave as they do is mainly concerned with market characteristics. In
addition to what has been stated above, the significance of research can also be understood
keeping in view the following points:
1. To those students who are to write a masters or Ph.D.thesis, research may mean a careerism or
a way to attain a high position in the social structure;
2. To professionals in research methodology, research may mean a source of livelihood.
3. To philosophers and thinkers, research may mean the outlet for new ideas and insights;
4. To analysts and intellectuals, research may mean the generalizations of new theories.
Thus, research is the fountain of knowledge for the sake of knowledge and an important source of
providing guidelines for solving different business, governmental and social problems. It is a sort
of formal training which enables one to understand the new developments in ones field in a
battery way.
TYPES OF RESEARCH
3
2 Applied vs. Fundamental: Research can either be applied (or action) research or
fundamental (to basic or pure) research. Applied research aims at finding a solution for an
immediate problem facing a society or an industrial/business organisation, whereas fundamental
research is mainly concerned with generalisations and with the formulation of a theory.
Gathering knowledge for knowledges sake is termed pure or basic research. Research
concerning some natural phenomenon or relating to pure mathematics are examples of
fundamental research. Similarly, research studies, concerning human behaviour carried on with a
view to make generalisations about human behaviour, are also examples of fundamental research,
but research aimed at certain conclusions (say, a solution) facing a concrete social or business
problem is an example of applied research. Research to identify social, economic or political
trends that may affect a particular institution or the copy research (research to find out whether
certain communications will be read and understood) or the marketing research or evaluation
research are examples of applied research. Thus, the central aim of applied research is to discover
a solution for some pressing practical problem, whereas basic research is directed towards finding
information that has a broad base of applications and thus, adds to the already existing organized
body of scientific knowledge.
4
4 Conceptual vs. Empirical: Conceptual research is that related to some abstract idea(s)
or theory. It is generally used by philosophers and thinkers to develop new concepts or to
reinterpret existing ones. On the other hand, empirical research relies on experience or
observation alone, often without due regard for system and theory. It is data-based research,
coming up with conclusions which are capable of being verified by observation or experiment.
We can also call it as experimental type of research. In such a research it is necessary to get at
facts first hand, at their source, and actively to go about doing certain things to stimulate the
production of desired information. In such a research, the researcher must first provide himself
with a working hypothesis or guess as to the probable results. He then works to get enough facts
(data) to prove or disprove his hypothesis. He then sets up experimental designs which he thinks
will manipulate the persons or the materials concerned so as to bring forth the desired
information. Such research is thus characterised by the experimenters control over the variables
under study and his deliberate manipulation of one of them to study its effects. Empirical research
is appropriate when proof is sought that certain variables affect other variables in some way.
Evidence gathered through experiments or empirical studies is today considered to be the most
powerful support possible for a given hypothesis.
5 Some Other Types of Research: All other types of research are variations of one or
more of the above stated approaches, based on either the purpose of research, or the time required
to accomplish research, on the environment in which research is done, or on the basis of some
other similar factor. Form the point of view of time, we can think of research either as one-time
research or longitudinal research. In the former case the research is confined to a single time-
period, whereas in the latter case the research is carried on over several time-periods. Research
can be field-setting research or laboratory research or simulation research, depending upon the
environment in which it is to be carried out. Research can as well be understood as clinical or
diagnostic research. Such research follows case-study methods or indepth approaches to reach the
basic causal relations. Such studies usually go deep into the causes of things or events that interest
us, using very small samples and very deep probing data gathering devices. The research may be
exploratory or it may be formalized.
The objective of exploratory research is the development of hypotheses rather than their testing,
whereas formalized research studies are those with substantial structure and with specific
hypotheses to be tested. Historical research is that which utilizes historical sources like
5
documents, remains, etc. to study events or ideas of the past, including the philosophy of persons
and groups at any remote point of time. Research can also be classified as conclusion-oriented and
decision-oriented.
While doing conclusion oriented research, a researcher is free to pick up a problem, redesign the
enquiry as he proceeds and is prepared to conceptualize as he wishes. Decision-oriented research
is always for the need of a decision maker and the researcher in this case is not free to embark
upon research according to his own inclination. Operations research is an example of decision
oriented research since it is a scientific method of providing executive departments with a
quantitative basis for decisions regarding operations under their control.
1. Scientific Method:
6
Research uses scientific method to find facts or to provide solutions to scientific problems. The
researcher needs to follow a systematic procedure to conduct research. There is a set of
procedures that have been tested over a period of time and are thus suitable to use in research.
This means each step in the research procedure must follow the other.
Applied Research
Basic Research
Applied research is designed to solve practical problems of the modern world, rather than to
acquire knowledge for knowledge sake. The goal of applied research is to improve the human
condition. It is generally used to solve a particular problem. For instance, a social research can be
conducted to study the problem of unemployment in rural areas and based on the research
findings, appropriate measures can be taken by government authorities to reduce the problem of
unemployment.
7
4. Empirical Nature of Research:
5. Generalisation:
Research findings can be applied to larger population. A researcher can conduct a research on a
sample of respondents that represent the universe. The sample selection must be done
systematically so that it properly represents the whole population or the universe. The research
findings based on sample population can then be generalised and applied to the whole universe.
Therefore, generalisation takes place when research findings based on sample responses are
applied to whole population.
However, it is difficult to perform controlled laboratory experiments in the case of social science
research, although to a limited extent laboratory experiments are possible in social science as
well.
8. Multipurpose Activity:
Research is a multipurpose activity. It helps to discover new facts or verify old facts. It helps not
only to predict future events, but also may help to control such events. It establishes casual
relationship between variables. It also helps to develop new scientific tools, concepts and theories,
which would facilitate reliable and valid study of human behaviour and other aspects.
8
9. Manipulation of Concepts:
The researcher tries to manipulate things or concepts. The manipulation or purposeful control of
things or concept is one with a definite purpose so as to arrive at statements of generality. D
Slesinger and M. Stephenson in The Encyclopdia of Social Sciences define research as the
manipulation of things, concept or symbols for the purpose of generalizing to extend, correct or
verify knowledge, whether that knowledge aids in construction of theory or in the practice of an
art.
For instance, a researcher may manipulate the environment in a workplace such as lighting or
layout or seating arrangement to find out its impact on the productivity of the employees.
OBJECTIVES OF RESEARCH
9
Researcher undertake research with definite objectives. Some of the important purposes or
objectives of research are briefly stated as follows;
3. To obtain information:
Research is undertaken to obtain information, which may be not easily obtained during the
ordinary course of functioning of an institution or an organisation. For instance, marketing may be
undertaken to understand the changes in consumer behaviour. A firm may undertake product
research to bring about improvements or modification in the existing product on the basis of
feedback obtained from consumers, dealers and others.
4. To extend Knowledge:
Researchers undertake research to extend the existing knowledge in physical sciences as well as
in social science. The knowledge can be enhanced by undertaking research in general and by
fundamental research in particular.
10
Research can be undertaken to establish generalisations and general laws in a particular society. In
other words, statements of generality can be stated through research. For instance, various laws,
principles and models have been developed through research. The AIDA, model the law of
demand and supply, the law of gravitation etc, has been developed through observation,
experimentation and other models of research.
6. To predicts events:
Research may be undertaken to predict future course of events. For instance, research may be
undertaken to find out the impact of growing unemployment of educated youth on the social life
of the society in future. The findings of such research research would not only indicate the
possible impact but also would make the concerned authorities to take appropriate measures to
reduce unemployment to reduce the growth of population, and the overcome the negative
consequences as and when they take place.
7. To analyse inter-relationships:
Research may be undertake to analyse inter-relationships between variables, so as to drive casual
explanation, which in turn would enable to have a better understanding of our society and the
universe in which we live. Researcher often develop hypothesis and test them to analyse the
casual relationship between variables. For example, a researcher may study casual relationship
between advertising and sales i.e. to find out whether or not advertising causes higher sales.
11
New and improved products.
Improved organisation structure.
Better technology.
New sources of raw material, etc.
Also, with the help of research and development, the car company would make every possible
effort to develop the car with the best possible features at the right prices depending upon the
target customers.
2. Reduction in Costs:
Research in business helps a firm to reduce costs. The research may indicate the areas where high
costs are involved. It may be possible for the firm to cut down the costs in certain areas.
Therefore, cost reduction will improve the overall efficiency of the organisation, i.e. the
organisation will be in a position to achieve higher returns at a lower cost.
12
is not conducted, the firm may give more emphasis on certain elements of promotion
mix, thereby ignoring the other elements.
d) Place Decisions: Marketing research may also enable the firm to take appropriate
place decisions, with reference to area of distribution, channel selection, incentives to
channel intermediaries etc. For instance, the firm may increase marketing efforts in
those areas where it gets low sales or if the existing channels are not effective, it may
select alternative channels etc.
4. Customers Relationships:
Marketing research may help the firm to develop good relations with its customer, especially the
priority customers. Research can help the customers to collect valuable inputs about the priority
customers. Based on the inputs, the firm can adopt various relationship techniques such as
package of loyalty incentives, one to one marketing, effective after sale service incentives for
customers suggestions etc.
5. Dealer Relationships:
Nowadays firm need to build, maintain and enhance corporate image in the minds of stakeholders
customers, dealers, employees and others. For instance consumer research may enable the firm
to obtain feedback on customer requirements and expectations and accordingly the company
would make the right efforts to satisfy customer and develop good image in the minds of
customers. Also dealers research enables the company to obtain feedback on dealer requirements
and expectations and thus the company would make efforts to enhance dealer satisfaction, which
in turn would make efforts to develop good image of the firm in the minds of minds.
6. Competitive Advantage:
Through research a company can take proactive decisions such as introduction of new models,
introduce price changes undertaken innovative promotional schemes and so on. The proactive
decisions can confer competitive advantage to the firm.
Also, through research the firm can find out the strengths of the competitors, which make certain
buyers to prefer competitors, which make certain buyers to prefer competitors brands. Based on
competitors research the firm can improve its market vis--vis that of the competitors, and thereby
enhance its competitive advantage.
13
Recruitment and Selection
Training to employees
Performance appraisal
Promotion and Transfers
Compensation Plans, etc.
8. Financial Management:
Research may be undertaken for efficient management of Finance. Financial management covers
two broad areas:
Sources of funds
Application of funds
Proper research may enable a company to determine the best sources of funds, and to ensure
proper application of funds for working capital and fixed capital.
9. Market Expansion:
With the help of marketing research inputs the company can identify the markets that have good
potential. Accordingly, the marketer can enter in new markets. Entry in new markets can be
undertaken with the help of appropriate marketing activities such as promotional activities
publicity, advertising, salesmanship, and sale promotion etc.
RESEARCH METHODOLOGY
Methodology implies more than simply the methods you intend to use to collect data. It is often
necessary to include a consideration of the concepts and theories which underlie the methods.
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 information.
In simple terms, methodology can be defined as, giving a clear cut idea on what methods or
process the researcher is going to use in his or her research to achieve research objectives. In
order to plan for the whole research process at a right point of time and to advance the research
work in the right direction, carefully chosen research methodology is very critical. In other words;
14
what is Research methodology can be answered as it maps out the whole research work and gives
credibility to whole effort of the researcher.
More over methodology guides the researcher to involve and to be active in his or her particular
field of enquiry. Right from selecting the topic and carrying out the whole research work till
recommendations; research methodology drives the researcher and keeps him on the right track.
The entire research plan is based on the concept of right methodology. Further, through
methodology the external environment constitutes the research by giving an in depth idea on
setting the right research objective, followed by literature point of view, based on that chosen
analysis through interviews or questionnaires findings will be obtained and finally concluded
message by this research.
On the other hand from the methodology, the internal environment constitutes by understanding
and identifying the right type of research, strategy, philosophy, time horizon, approaches,
followed by right procedures and techniques based on his or her research work. Research
methodology acts as the nerve centre because the entire research is bounded by it and to perform a
good research work, the internal and external environment has to follow the right methodology
process.
Methodology is the systematic 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.
A methodology does not set out to provide solutions. Therefore, it is not the same thing method.
Instead, it offers the theoretical base for understanding which method, set of methods or so called
best practices can be applied to specific case. For example, it may indicate the method that can
be used to collect data to solve the problem of declining sales.
It is also defined as the study of methods by which knowledge is gained. Its aim is to give the
work plan of research. Research methodology is a way to systematically solve the research
problem. It may be understood as a science of studying how research is done scientifically. In it
we study the various steps that are generally adopted by a researcher in studying his research
problem along with the logic behind them. It is necessary for the researcher to know not only the
research methods/techniques but also the methodology.
15
Researchers not only need to know how to develop certain indices or tests, how to calculate the
mean, the mode, the median or the standard deviation or chi-square, how to apply particular
research techniques, but they also need to know which of these methods or techniques, are
relevant and which are not, and what would they mean and indicate and why. Researchers also
need to understand the assumptions underlying various techniques and they need to know the
criteria by which they can decide that certain techniques and procedures will be applicable to
certain problems and others will not.
All this means that it is necessary for the researcher to design his methodology for his problem as
the same may differ from problem to problem. For example, an architect, who designs a building,
has to consciously evaluate the basis of his decisions, i.e., he has to evaluate why and on what
basis he selects particular size, number and location of doors, windows and ventilators, uses
particular materials and not others and the like. Similarly, in research the scientist has to expose
the research decisions to evaluation before they are implemented. He has to specify very clearly
and precisely what decisions he selects and why he selects them so that they can be evaluated by
others also.
DEFINITIONS
1. The analysis of the principles of methods, rules, and postulates employed by a discipline.
2. The systematic study of methods that are, can be, or have been applied within a discipline.
Research methodology is the name of the methods and ways through which a research process is
going to be completed and measured.
1. Systematic Process:
Research methodology is a systematic process of analysing selecting the best method to
conduct research. The research methodology process consists of the following main
stages:
Identification of research design.
Formulation of research design.
Designing the sample.
Collection of data.
16
Processing of data.
Analysis and Interpretation.
Drawing conclusions and providing recommendation.
Preparation of Research Report.
4. Commitment to Objectivity:
Research methodology is objective in nature because it makes use of scientific methods to
collect and analyse data. Objectivity involves forming a judgement based on accurate
facts. The researcher examines the facts in a scientific manner. Objectivity also ensures
that the conclusions drawn do not vary from one person to another.
5. Verifiability:
Research methodology ensures that the conclusions drawn by the researcher are verifiable.
With the help of research methodology, the researcher is in a position to justify the
conclusions. When others verify the researcher conclusions under the same conditions,
then they are accepted as correct. The verification through replication by others may either
confirm established conclusions of the researcher or modify them or even invalidate them.
Therefore, the researcher must expose the method and conclusions to critical scrutiny.
6. Ethical Neutrality:
Research methodology is based on ethical neutrality. It aims at making correct statements
about facts. The researcher should not be biased and distort the facts. For a researcher,
truth should be primary objective. Distortion of facts will not help the researcher to solve
17
the researcher problem. Distortion of facts may even aggravate the research problem
especially in the case of commercial research.
8. Multipurpose Activity:
Research methodology is a multipurpose activity. It helps to discover new facts or verify
old facts. It helps not only to predict future events, but it also helps to control such events.
It establishes casual relationship between two or more variables. It also helps to develop
new scientific tools, concepts and theories, which would facilitate reliable and valid study
of human behaviour and other aspects.
18
depending upon their likes, dislikes, feelings and emotions. The respondents may
also give biased responses.
There are also problems relating to sampling. The selected sample may be small in
size and may not represent the universe and therefore the data collected from the
sample respondents may be inadequate to solve the research problem.
The scientific research process consists of a consequence of steps that have to be followed while
understanding a research project:
Before formulating the research problem the research must think what the problem is, why it is
a problem, and for whom the problem is. Precise definition of the problem would help the
researcher to collect the relevant data for solving the research problem. The researcher would be
in a better position to arrive at suitable conclusions based on the analysis of data collection and
accordingly solutions can be designed to solve the problem to deal with a particular situation.
The following are some of the essentials of the good problem formulation:
19
e) Manageable fits the researchers skills, resources, and restrictions.
f) Ethical does not embarrass or harm the research respondents and the society.
2. Review of Literature:
The researcher should undertake extensive literature survey relating to the problem. He may
consider various publications such as journals, books, research reports, and other publish
matter. Particularly, the researcher should go through similar research studies that were
conducted previously; such review of literature would provide a good insight into the
problem.
3. Formulation of Hypothesis:
The researcher should formulate the hypothesis. The hypothesis is a tentative assumption made to
test its logical or empirical consequences. The hypothesis should be formulated on the basis of
insights and knowledge about the problem. The hypothesis may prove to be either wrong or right.
For instance, the researcher studying the declining sales trend, may hypothesize that sales are
declining because:
If the test of the first hypothesis leads to its acceptance, one conclusions is that product price is
too high. If it is rejected, the researcher concludes that the price is not too high and proceeds to
test the other hypothesis. Thus, the hypothesis guides the research effort and suggests what data
are required.
4. Research Design:
The researcher must prepare a research design. It is a logical and systematic plan prepared for
conducting a research study. It can be called as a blue print for collection, measurement and
analysis of data. The research design provides guidelines to researcher regarding the time period
within which research is conducted, the type of data is to be collected, the techniques of data
collection and data analysis and so on.
20
The area or place where research is to be conducted.
The resources required to conduct the research.
The techniques of data collection.
The techniques of data analysis.
The universe of research.
The sample size of respondents, if any,
The aims or objective of the research.
6. Sampling Design:
Generally it is not possible to collect the data from each member of the universe or population
under the study due to limitations of time, effort and money. Therefore the researcher need to
select a sample of respondents that represent the universe. Sampling design is a plan to select the
appropriate sample to collect the right data so as to achieve the research objectives. A sample
represents those individuals chosen from the population of interest as subjects in an experiment or
to be respondents to a survey.
7. Collection of Data:
21
Problem solving is essentially a process of collecting information. The data can be collected from
various sources primary and secondary. While collecting data care should be taken of:
8. Processing of Data:
The collected data is mostly available in a raw form and therefore, it needs to be processed.
Processing of data involves:
a) Editing it helps to weed out unwanted and irrelevant data. It also helps to check
errors and omissions in data collection.
b) Coding it involves assigning codes to the categories or responses. It is required
especially when the sample size is large and when there is large number of
responses.
c) Classification It refers to grouping of data under different categories or classes
such as age, gender, education, area tec. It facilitates tabulation of data.
d) Tabulation It involves transferring of classified data in a tabular form.
Tabulation of data facilitates analysis and interpretation of data.
9. Data Analysis:
Organisation of data is generally followed by its analysis and interpretation. The purpose of
analysing data is to establish a relation between the information and problem. Analysis review the
data in the light of hypothesis or research problem. It is difficult to demarcate a line between
analysis and interpretation. They quite often overlap and so it is difficult to find out the end of
analysis and the beginning of interpretation. Interpretation refers to analysis of generalization of
results. It enables to clear the meaning and implication of study. It enables to link findings with
research problem and arrive at logical conclusions.
22
11. Preparation of Research Report:
The research findings and conclusions are presented with the help of research report. The research
report is divided into three parts:
HYPOTHESIS
23
Decision makers need to test hypothesis to take decisions regarding alternate courses of action
In Social Sciences, hypothesis testing is often used for deciding whether a sample data offers
support for certain generalizations
Hypothesis-testing, thus, enables us to make probability statements about population parameters
MEANING OF HYPOTHESIS
CHARACTERISTICS OF A HYPOTHESIS
1) Hypothesis should be clear and precise. If the hypothesis is not clear and precise, the
inferences drawn on its basis cannot be taken as reliable.
24
2) Hypothesis should be capable of being tested. In a swamp of un-testable hypothesis,
many a time the research programs have bogged down. Researcher may do some prior
study in order to make hypothesis a testable one. A hypothesis is testable if other
deductions can be made from it which, in turn, can be confirmed or disproved by
observation.
3) Hypothesis should state relationship between variables, if it happens to be a relational
hypothesis.
4) Hypothesis should be limited in scope and must be specific. A researcher must
remember that narrower hypotheses are generally more testable and he should develop
such hypothesis.
5) Researchers should state hypothesis as far as possible in most simple terms so that the
same is easily understandable by all concerned. But one must remember that simplicity
of hypothesis has nothing to do with its significance.
6) Hypothesis should be consistent with most known facts i.e., it must be consistent with
a substantial body of established facts. In other words, it should be one which judges
accept as being the most likely.
7) Hypothesis should be amenable to testing within a reasonable time. One should not
use even an excellent hypothesis, if the same cannot be tested in reasonable time for
one cannot spend a life-time collecting data to test it.
8) Hypothesis must explain the facts that gave rise to the need for explanation. This
means that by using the hypothesis plus other known and accepted generalizations, one
should be able to deduce the original problem condition. Thus hypothesis must
actually explain what it claims to explain; it should have empirical reference.
25
3. Type I and Type II Errors
1. Null Hypothesis and Alternative Hypothesis:
If we are to compare Method A with Method B about its superiority and if we proceed on the
assumption that both methods are equally good, then this assumption is termed as the Null
Hypothesis
As against the above, we may think that the Method A is superior or that the Method B is inferior,
we are then stating what is termed as Alternative Hypothesis
Alternative Hypothesis is usually the one which we wish to prove and the Null hypothesis is the
one which we wish to disprove
Thus, a null hypothesis represents the hypothesis we are trying to reject, and the alternative
hypothesis represents all other possibilities
Type I Error we may reject the null hypothesis when it is true; and
Type II Error we may accept the null hypothesis when in fact the null hypothesis is not true
That is, Type I error means rejection of the hypothesis which should have been accepted and Type II
error means accepting the hypothesis which should have been rejected
Steps in Hypothesis-testing:
To test a hypothesis means to state (on the basis of data the researcher has collected) whether or
not the hypothesis seems valid
26
In hypothesis testing the main question is whether to accept the null hypothesis or not to
accept the null hypothesis?
Steps for hypothesis testing refer to all the steps we take for making a choice between rejection
and acceptance of the null hypothesis
1. Making a formal statement
2. Selecting a significance level
3. Deciding the distribution to use
4. Selecting a random sample
5. Calculation of the probability
6. Comparing the probability
1. Making a Formal Statement:
Consists in making a formal statement of the null hypothesis and also the alternative hypothesis
Ex: The average score in an aptitude test at the national level is 80. To evaluate a states education
system, the average score of 100 of the states students selected on random basis is 75. The state
wants to know if there is a significant difference between the states scores and the national scores.
Hypothesis may be stated as follows:
Null hypothesis: population mean = 80
Alternative hypothesis: population mean is not equal to 80
27
6.Comparing the Probability:
The next step is to compare the probability thus calculated with the specified value (the
significance level)
If the calculated probability is equal to or smaller than the significance level, then reject the null
hypothesis (i.e. accept the alternative hypothesis); but if the calculated probability is greater, then
accept the null hypothesis
1. Parametric Tests or Standard Tests ex. are z-test, t-test, F-test etc. and are based on the
assumption of normality
2. Non-Parametric Tests or Distribution-free tests of hypothesis
Research Design
A major issue in research is the preparation of the research design of the research project
Decisions regarding what, where, when, how much, by what means, concerning an enquiry or a
research study constitute a research design
28
Research Design Definition
A research design is the arrangement of conditions for collection and analysis of data in a manner that
aims to combine relevance to the research purpose with economy in procedure
Is the conceptual structure within which research is conducted; it constitutes the blueprint for the
collection, measurement and analysis of data.
More explicitly:
i. The Sampling Design which deals with the method of selecting items to be observed for
the given study
ii. The Observational Design which relates to the conditions under which the observations
are to be made
iii. The Statistical Design which concerns with the question of how many items are to be
observed and how the information and data gathered are to be analyzed
iv. The Operational Design which deals with the techniques by which the procedures
specified in the sampling, statistical and observational designs can be carried out.
29
d. Methods to be used in processing and analyzing data
A concept which can take on different quantitative values is called a variable. Ex: weight, height, income
etc., are examples of a variable
Qualitative phenomena (the attribute) are also quantified on the basis of the presence or absence of the
concerning attribute
Dependent variable (DV) if one variable depends upon or is a consequence of the other variable, it is
termed as a DV
And the variable that is antecedent to the DV is termed as the Independent variable IV
2. Extraneous Variable:
IVs that are not related to the purpose of the study, but may affect the DV are termed as Extraneous
Variable (EV)
Ex: suppose the researcher wants to test the hypothesis that there is a relationship between childrens
gains in social studies achievement and their self-concept. Here, self-concept is an IV and social studies
achievement is a DV. Intelligence may as well affect the social studies achievement, but since it is not
related to the purpose of the study, it will be termed as an EV.
Therefore, a study must be always so designed that the effect upon the DV is attributed entirely to the IVs
and not to some EV.
30
3. Control:
One important characteristic of a good research design is to minimize the influence or effect of the EV.
The term Control is used when we design the study minimizing the effects of extraneous variables
4. Confounded Relationship:
When the DV is not free from the influence of the EVs, the relationship between DV and IV is said to be
confounded by the EV
5. Research Hypothesis:
31
Exploratory studies must have flexibility in design to provide opportunity for considering
different aspects of a problem under study
Exploratory Research Design
The following 3 methods are used:
The survey concerning literature
The experience survey
The analysis of insight-stimulating examples
1. The Literature Survey
The most simple and useful method of formulating the research problem or
developing a hypothesis
Hypotheses stated by earlier workers may be reviewed and their usefulness
evaluated as a basis for further research
Use the bibliographical survey of studies already done in ones area of interest for
formulating the problem
An attempt must be made to apply concepts and theories
Experience Survey
Is the survey of people who have had practical experience with the problem
The object is to obtain insight into relationships between variables and new ideas
relating to the research problem
32
3. Hypothesis-Testing research design
Generally known as Experimental Studies where the researcher tests the hypothesis of
causal relationships between variables
Such studies require procedures that not only reduce bias and increase reliability but will
permit drawing of inferences about causality
Prof. R A Fishers name is associated with experimental designs.
He developed certain experimental designs for testing hypothesis
33
METHODS OF DATA COLLECTION
Essentially two types:
1. Primary data are those which are collected for the first time and are original in
character
2. Secondary data are those which have already been collected by someone else and
which have through some statistical analysis
Types of Observation:
Essentially two types:
1. Structured vs. Unstructured Observation
2. Participant vs. Non-participant Observation
34
Structured Observation when the observation is characterized by a careful definition of the units to
be observed, the style of recording the observed information, standardized conditions of observation
and the selection of pertinent data of observation
Unstructured Observation when it takes place without the above characteristics
Personal Interview:
PI Method requires the interviewer asking questions in a face-to-face contact with the person.
Collecting information thru PI is structured the use of a set of predetermined questions and
highly standardized techniques of recording.
Thus, the interviewer in a structured interview follows a rigid procedure, asking questions in a
form and order prescribed
In unstructured interviews there is a flexibility of approach to questioning
Unstructured interviews do not follow a system of pre-determined questions and standardized
techniques of recording information
Focused Interview to focus attention on the given experience of the respondent and its effects
The Interviewer has the freedom to decide the manner and sequence of questions to elicit/explore
reasons and motives. The main task is to confine the respondent to a discussion of issues
Clinical Interview is concerned with broad underlying feelings or motivations or with the course of
an individuals life experience. Eliciting information is left to the interviewers discretion
Non-Directive Interview the interviewer's function is simply to encourage the respondent to talk
about the topic with a bare minimum of direct questioning. The interviewer often acts as a catalyst to
a comprehensive expression of the respondents feelings and beliefs
Advantages:
35
1. More information and in greater depth can be obtained
2. Resistance may be overcome by a skilled interviewer
3. Greater flexibility an opportunity to restructure questions
4. Observation method can also be applied to recording verbal answers
5. Personal information can be obtained
6. Possibility of spontaneous responses and thus more honest responses
Disadvantages:
1. Expensive method
2. Interviewer bias
3. Respondent bias
4. Time consuming
5. Under the interview method the organization required for selecting, training, and
supervising the field staff is complex with formidable problems
6. Establishing rapport to facilitate free and frank responses is very difficult
36
5. This method is slow
Features of a Questionnaire:
Questionnaire is the heart of a survey needs to be carefully constructed
Need to understand the features of the Questionnaire its general form, question sequence and
question formulation and the wording of the questions:
1. General Form
May be either structured or unstructured
Structured Questionnaires are those in which there are definite, concrete, predetermined
questions
The questions are presented with exactly the same wording and in the same order to all
respondents
The form of the questions may be either closed (yes or no) or open (inviting free responses
Structured Questionnaires may also have fixed alternative questions in which responses are
limited to the stated alternatives
Thus, a highly structured Questionnaire is one in which all the questions and answers are
specified and comments in the respondents own words are held to the minimum
Unstructured Questionnaire when the above characteristics are absent, it is known as a
unstructured Questionnaire
The Interviewer is provided with a general guideline on the type of information to be obtained
2. Question Sequence
Proper sequence is needed to elicit valid responses
Sequence must be clear that is, the relation of one question to the next
To establish rapport and to gain cooperation from the respondent difficult questions,
personal questions etc should preferably come at the appropriate time rather than at the
beginning
3. Question Formulation & Wording
Phrasing the questions must be clear and unambiguous
Questions should be impartial and unbiased
Should be easily understood
Should be simple (one idea at a time)
Should be concrete
37
Form of questions may be multiple choice or open-ended
1. Warranty Cards
2. Distributor or Store Audits
3. Pantry Audits
4. Consumer Panels
5. Mechanical Devices
6. Depth Interviews
7. Content Analysis
8. Projective Tests
38
Reliability of data may be tested by checking:
Who collected the data?
What were the sources of the data?
Was the data collected properly?
Suitability of data data that are suitable for one enquiry may not be necessarily suitable in
another enquiry.
Therefore, the researcher must scrutinize the definition of various terms and units of
collection. Also, the objectives, scope and nature of the original enquiry must be studied.
Adequacy of data the data will be considered inadequate, if they are related to an area which
may be either narrower or wider than the area of the present enquiry
SAMPLING DESIGN
Census & Sample Survey
All the items in any field of inquiry constitute a Universe or Population
A complete enumeration of all items in the population is known as Census Inquiry
Most times census inquiry is not practically possible
Sample Survey of a few items of the population
39
The survey so conducted is known as the sample survey
The researcher must prepare a sample design for his study that is, how a sample should
be selected and what size such a sample would be
1. Type of Universe define the set of objects, technically called the Universe, to be studied
2. Sampling Unit sampling unit may be a geographical one (district, city, village) or it may
be a social unit (family, club, school) or it may an individual
3. Source List also known as sampling frame from which the sample is to be drawn. It
contains all items of a universe
4. Size of Sample refers to the number of items to be selected from the universe to
constitute a sample; a major issue here is the size should neither be excessively large nor
too small. An optimum sample is one which fulfills the requirements of efficiency,
representativeness, reliability and flexibility
5. Budgetary Constraint cost considerations have a major impact upon decisions relating
to the size of the sample
6. Sampling Procedure finally, the type of sample to be used, that is, the technique to be
used in selecting the items for the sample. There are several sample designs, from which
the researcher can choose.
There are two costs involved in a sampling analysis the cost of collecting the data and the cost
of an incorrect inference resulting from the data
The researcher, therefore, must be aware of the two causes of incorrect inferences:
a) Systematic bias
b) Sampling error
40
A systematic bias results from errors in the sampling procedures and it cannot be reduced or
eliminated by increasing the sample size
Sampling Errors are the random variations in the sample estimates around the true population.
Generally, sampling errors decreases with the increase in the size of the sample
All the sample designs are based on two factors the representation basis and the element
selection technique
Element Selection Basis the sample may be either restricted or unrestricted. Unrestricted
sampling is when each element is drawn individually from the population at large. Restricted
sampling is when all other forms of sampling are used.
1. Probability Sampling
2. Non-Probability Sampling
1. Non-Probability Sampling:
Is that sampling procedure which does not afford any basis for estimating the probability that each
item in the population has of being in included in the sample?
Here, items for the sample are selected deliberately by the researcher, that is, purposively choose
the particular units of the universe for constituting a sample on the basis that the small mass that
they select out of a huge one will be representative of the whole.
41
Ex.s if the economic condition of people living in a state are to be studied, a few towns and
villages may be purposively selected for intensive study on the principle that they can be
representative of the entire state.
Here, personal element (bias) has a great chance of entering into the selection of the sample
However, if the investigators are impartial, work without bias and have the necessary experience
the results obtained may be tolerably reliable.
Quota Sampling is also an example of non probability sampling. Under quota sampling the
interviewers are simply given quotas to be filled from the different strata
2. Probability Sampling:
Under this design, every item of the universe has an equal chance of inclusion in the sample
It is a lottery method in which individual units are picked up from the whole group not
deliberately but by some mechanical process
It is blind chance alone that determines whether one item is selected or not
The results obtained from probability or random sampling can be assured in terms of probability,
that is, we can measure the errors of estimation or the significance
Random sampling ensures the law of statistical regularity (which states that if on an average the
sample chosen is a random one, the sample will have the same composition and characteristics as
the universe)
This is why it is considered as the best technique of selecting a very representative sample
42
1. Gives each element in the population an equal probability of getting into the sample; and
all choices are independent of one another
2. Gives each possible sample combination an equal probability of being chosen
How to select a Random Sample
In actual/ideal practice the Random Sample is taken by the following process: write each of the
possible samples on a slip of paper, mix these slips in a box/container and then draw as a lottery.
In complex and large universes this is practically possible.
An easier method is without taking the trouble of enlisting all possible samples on paper slips,
we can write the name of each element of a finite population on a slip of paper, put the slip into a
box and mix them thoroughly and then draw (without looking) the required number of slips.
In doing so we must make sure that in successive drawings each of the remaining elements of the
population has the same chance of being drawn
This procedure will also result in the same probability for each possible sample
Thus, to draw a sample from a finite population is easy, with the aid of random number tables,
only when lists are available and items are readily numbered
Systematic Sampling: the most practical way of sampling is to select every ith item on a list; an
element of randomness is introduced into this kind of a sampling by using random numbers to
pick up the unit with which to start.
Ex.s if a 4% sample is desired, the first item would be selected randomly from the first 25 and
thereafter every 25th item automatically be included in the sample. Thus, in systematic sampling,
only the first unit is selected randomly and the remaining units of the sample are selected at fixed
intervals.
It is an improvement over simple random sampling because the sample is spread more
evenly over the entire population
It is easier and less expensive
Can be used in large population
43
The demerits are:
Cluster Sampling: if the total area of interest happens to be a big one, a convenient way to take a
sample is to divide the area into a number of smaller non overlapping areas and then to randomly
select a number of these smaller areas (called clusters), with the ultimate sample consisting of
all units in these clusters.
Area Sampling: if clusters happen to be some geographic subdivisions, then it is better known as
area sampling
Multi-stage Sampling: is a further development of the principle of cluster sampling.
Ex. suppose we want to investigate the working efficiency of nationalized banks in India and we
want to take a sample of few banks for this purpose the first stage is to select large primary
sampling units such as States then we select certain districts and interview all the banks in the
chosen districts. This is two-stage sampling design
Conclusion
Normally one should resort to simple random sampling because under it, bias is generally
eliminated and the sampling error can be estimated. But purposive sampling is more appropriate
when the universe happens to be small.
DATA TABULATION
The data after collection has to be processed processing means editing, coding, classification
and tabulation of the collected data, so that they are amenable to analysis.
Analysis refers to the computation of certain measures, along with searching for patterns of
relationships among data groups.
In other words, analysis of data is performed with the purpose of summarizing the collected data
and organizing these in such a manner that they answer the research question (s)
44
Processing Operations
The following are the processing operations:
1. Editing
2. Coding
3. Classification
4. Tabulation
Editing
Editing is the process of examining the collected data (especially in surveys) to detect
errors and correct these where possible
Involves a careful scrutiny of the completed questionnaires/schedules
Editing can take place at two stages: i) field editing and ii) central editing
Field editing consists of reviewing of the questionnaire forms by the investigator for
completing (translating or rewriting) what the respondent has written in abbreviated and/or
illegible form; should not correct the errors of omission.
Central editing should take place when all forms/schedules have been completed and
returned
Editors may correct the obvious errors such as an entry in the wrong place, etc
Coding
Refers to the process of assigning numerals or other symbols to answers so that responses
can be put in to a limited number of categories or classes.
Such classes should be appropriate and have the characteristic of exhaustiveness, that is,
there must be a class for every data item; and also mutual exclusivity, meaning that a
specific answer can be placed in one and only one cell in a given category set.
Coding is necessary for efficient analysis
Coding decisions should usually be taken at the designing stage
Coding is usually done by hand and the usual method is to code in the margin with a color
pencil or to transcribe the data taken from the questionnaire to a coding sheet.
45
Classification
Classification of data is the process of arranging data in groups or classes on the basis of
common characteristics
Data having a common characteristic are placed in one class and in this way the entire data
gets divided into a number of groups or classes
46
Class intervals may be stated thus:
Exclusive Type Class interval:
10 20
20 30
30 40
40 50
These are known as exclusive because, the upper limit of a class interval is excluded and
items with values less than the upper limit (but not less than the lower limit) are put in the given
interval
Inclusive Type Class interval
11 20
21 30
31 40
41 50
In the inclusive type class interval the upper interval is also included in the class interval
Tabulation
When a mass of data has been collected, it becomes necessary to arrange it in a concise
and logical order
Thus, tabulation is the process of summarizing raw data and displaying it in a compact
form, for further analysis
Tabulation is essential for:
It conserves space and reduces explanatory and descriptive statement to a minimum
It facilitates the process of comparisons
It facilitates the summation of items and the detection of errors and omissions
It provides a basis for various statistical computations
Principles of Tabulation:
1. Should have a clear, concise title, which is self explanatory
2. Should be distinctly numbered, for easy reference
47
3. The column headings (captions) and row headings (stubs) of the table should be clear and
brief
4. Explanatory footnotes, if any, concerning the table should be placed directly beneath the
table
5. Sources of the table must be indicated just below the table
6. Usually the columns are separated by lines, which make the table more readable and
attractive
7. Those columns whose data has to be compared should be kept side by side. So also the
percentages and/or averages close to the data
8. It is important that all column figures be properly aligned. Decimal points and + or minus
signs should be in perfect alignment
9. Abbreviations should not be used
10. Table should be made as logical, clear, accurate as possible
11. Total of rows should normally be placed in the extreme right column and that of the
columns should be placed at the bottom
12. The arrangement of the categories in a table may be chronological, geographical,
alphabetical, etc., to facilitate computation
48
PRESENTING RESULTS: Written and Oral Reports
Written Research Report
Short report
For well-defined, limited-scope problems with straight-forward methodology
Usually 5 or fewer pages
Formats
Findings summary (graphical or tabular) attached to letter of transmittal
Business letter
Internal memorandum
Short Report (Memorandum)
Reason for writing
Answer direct inquiry with specific answer and supporting detail
Expository style with brevity and directness
Attach detailed materials as appendices when needed
Long report
Technical report
Management report
Long Report Components
Prefatory Items
Letter of transmittal
Title page
Authorization letter
Executive summary
Table of contents
Introduction
Problem statement
Research objectives
Background
Methodology
Sampling design
Research design
Data collection
49
Data analysis
Limitations
Conclusions
Summary conclusions
Recommendations
Appendices
Bibliography
Order of report
Sentence outline
Topic outline
Comprehensibility
Readability indices
Pace
Tone
Presentation of Statistics
Line graphs
Area charts
Pie charts
Bar charts
Pictographs/Geo-Graphics
3-D graphics
Oral Presentations
Preparation
Length
Content
50
Style
Scripted
Extemporaneous
Audiovisuals
Type
Role
Content
Opening
Findings and conclusions
Recommendations
Delivery
Vocal characteristics
Physical characteristics
Audiovisual Aids
Chalkboards
Whiteboards
Handout materials
Flip charts
Slides
Overhead transparencies
Computer-drawn visuals
Computer animation
51
Deciding on Length and Format
When selecting a format, you have four options:
Preprinted form
Memo
Letter
Manuscript
Organizing Informational Reports
To arrange your material, use a topical organization such as
Importance
Spatial orientation
Sequence
Geography
Chronology
Category
List the three tasks involved in completing reports and proposals, and briefly explain what
is involved in revising them.
Explain the prefatory parts of a formal report
Describe four important functions of a formal reports introduction, and identify the
possible topics it might include.
Discuss the four areas of specific information that must be covered in a proposal.
List four questions to ask when proofing visual aids.
Revising Formal Reports and Proposals
52
Refer to Chapter 6 for more tips on revising and proofreading.
Formal reports
Can be short or long
Can be direct or indirect
Can be informational or analytical
Can be external or internal
The parts you use depend upon what type of report it is.
For long reports, prefatory parts should have their own pages.
Components of a Formal Report
Prefatory parts
Text parts
Supplementary parts
53
INDEX
What is Research
Objectives
Types of Research
Significance of Research
The Research Process
Introduction to Telecommunication
Objective of Research
Introduction to Samsung
Research Methodology
Research Design
Data Collection
Hypothesis
Questionnaires
Limitation to the Research
Bibliography
54
55