Chapter 2 Scientific Investigation and Business Research Process

Business Research Methods All Rights Reserved
© Oxford Fajar Sdn. Bhd. (008974-T), 2012 2– 1

PART 1
CHAPTER 2
Scientific Investigation and

Business Research Process

LEARNING OUTCOMES
After studying this chapter, you should be able to:

 Know the eight distinguished characteristics of a
scientific research
 Differentiate between two different types of thought
process—deduction and Induction
 Differentiate between quantitative and qualitative
research
 Know the different scientific stages of business
research process

2.1 Characteristics of a
Scientific Research
A scientific research has eight hallmarks:
 purposive
 rigour
 testability
 replicability
 accuracy
 objectivity
 generalizability
 parsimony

2.1.2 Rigour
 Should have a good theoretical base and sound

methodological design
 Rigorous research means that it applies the
appropriate instruments to meet the stated
objectives of the investigation for the level of
precision in the analysis

2.1.3 Testability
 Developing a set of research questions or

hypotheses to be tested, must be testable and
analysable

2.1.4 Replicability
 Results of the test of research objectives should

be supported again and again when the same
type of research is being repeated in other
similar circumstances

2.1.1 Purposive
 Helps the management know the customers’

expectation as well as perception in terms of critical
factors in delivering services
 Provides insights as to what areas need to be
emphasized
 Provides guidelines to develop proper strategies
and react to the changes

2.1.5 Accuracy
 Research should be designed in such a manner

that it ensures findings are very close to reality

2.1.6 Objectivity
 Conclusion drawn for the study should be based on

the facts derived from the results of data analysis,
and not based on one’s own subjective or
emotional values

2.1.7 Generalizability
 Refers to the applicability of research in one

organizational setting to other settings.

2.1.8 Parsimony
 Simplicity in explaining complex situations or

statistical analysis is always preferred to complex
and complicated results and findings

2.2 Approaches to Research
Two different thought processes:

 Reasoning
1. Induction (Inductive Reasoning)— general principles are
inferred from specific observations to arrive at valid
conclusions.
– Fact 1: X students of the BRM course is punctual.
– Fact 2: Y students of the BRM course is punctual.
– Fact 3: Z students of the BRM course is punctual.
– Fact n: N students of the BRM course is punctual.
– Conclusion: All students of the BRM course are punctual.

Inductive—Bottom Up Approach
Conclusion
Hypothesis
Premise
Specific
Observation

2.2 Approaches to Research
(cont.)
2. Deduction (Deductive Reasoning)—deductive

reasoning relies on specifics are inferred from
general principles/theory to arrive at valid
conclusions.
– Premise 1: All regular employees can be trusted not
to steal.
– Premise 2: Mr. Khairul is a regular employee.
– Conclusion: Mr. Khairul can be trusted.

Deductive—Top Down Approach
Theory
Hypothesis
Obvervation
Confirmation

2.3 Quantitative vs Qualitative
Research
 Quantitative research focuses on statistical

analysis of numerical data collected through the
use of large-scale survey research, using methods
such as questionnaire or structured interview.

2.3 Quantitative vs Qualitative
Research (cont.)
 Qualitative research attempts to explore and

understand people’s beliefs, experiences, attitudes,
behaviour and interactions through methods such
as interviews or focus group discussions.

Both have their strengths and
weaknesses
 One of the advantages of quantitative research is

that of generalisation of research findings to the
population through the statistical analysis
 On the other hand, the qualitative research does
not necessarily seek to choose the sample that is
representative of the target population. However, it
provides in-depth information which is not possible
with quantitative data

2.4 Business Research
Process: An Overview
Defining
Opportunity and
information research
need felt objectives
Designing
Managerial research
decision and method
action
Diagrammatic
Representation of the
Business Research
Process
Plan and do
Report primary
writing and research
presentation
Plan and do
Tabulation secondary
and analysis research

2.4.1 Problem Identification
 Desires to find information needed to fulfil a need.

In this context, a research is needed to address a
problem. If there is no problem then there is no
need for a research.

2.4.2 Defining the Research
Objective
 Need to be very focused to identify the research
objectives
 Four to five objectives are considered adequate

2.4.3 Research Design
 Provides the framework to be used as a guide in

collecting and analysing data
 Match a research problem with appropriate
research design
– Exploratory research design
– Descriptive research design
– Causal research design

Exploratory research design
 Is to generate hypotheses for further study

 Provide insight on how to do more conclusive
research

Descriptive research design
 Can be either (a) longitudinal or (b) cross-sectional.

– Longitudinal: taking multiple measures from the same
sample over an extended period of time—from a few
months to a few years

Cross-sectional
 Takes place at a single point in time

 No manipulation of variables
 Aims to describe the relationship between
variables

Causal /experimental research
design
 Seeks to establish the cause and effect relationship

among the variables of interest

2.4.4 Designing Research
Methodology
Major parts of research methodology are:

1. Research method: primary/secondary
2. Method of data collection
3. Sampling plan
4. Fieldwork plan
5. Analysis plan

2.4.5 Budget and Cost
Estimation
Three basic parameters which provide an estimate of

how much a study is going to cost.
Sample size.
How difficult it is to find the sampling units
(respondents) and their geographical dispersion?
Who will do the fieldwork?

2.4.6 Presentation, Report and
Decision-making
 A business research starts with problem

identification and ends with an actionable/formal
report.


Chapter 2 Scientific Investigation and Business Research Process

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Business Research Methods All Rights Reserved

© Oxford Fajar Sdn. Bhd. (008974-T), 2012 2– 1

Scientific Investigation and

Business Research Methods All Rights Reserved

After studying this chapter, you should be able to:

Business Research Methods All Rights Reserved

Business Research Methods All Rights Reserved

 Should have a good theoretical base and sound

Business Research Methods All Rights Reserved

 Developing a set of research questions or

Business Research Methods All Rights Reserved

 Results of the test of research objectives should

Business Research Methods All Rights Reserved

 Helps the management know the customers’

Business Research Methods All Rights Reserved

 Research should be designed in such a manner

Business Research Methods All Rights Reserved

 Conclusion drawn for the study should be based on

Business Research Methods All Rights Reserved

 Refers to the applicability of research in one

Business Research Methods All Rights Reserved

 Simplicity in explaining complex situations or

Business Research Methods All Rights Reserved

Two different thought processes:

Business Research Methods All Rights Reserved

Business Research Methods All Rights Reserved

2. Deduction (Deductive Reasoning)—deductive

Business Research Methods All Rights Reserved

Business Research Methods All Rights Reserved

 Quantitative research focuses on statistical

Business Research Methods All Rights Reserved

 Qualitative research attempts to explore and

Business Research Methods All Rights Reserved

 One of the advantages of quantitative research is

Business Research Methods All Rights Reserved

Business Research Methods All Rights Reserved

 Desires to find information needed to fulfil a need.

Business Research Methods All Rights Reserved

Business Research Methods All Rights Reserved

 Provides the framework to be used as a guide in

Business Research Methods All Rights Reserved

 Is to generate hypotheses for further study

Business Research Methods All Rights Reserved

 Can be either (a) longitudinal or (b) cross-sectional.

Business Research Methods All Rights Reserved

 Takes place at a single point in time

Business Research Methods All Rights Reserved

 Seeks to establish the cause and effect relationship

Business Research Methods All Rights Reserved

Major parts of research methodology are:

Business Research Methods All Rights Reserved

Three basic parameters which provide an estimate of

Business Research Methods All Rights Reserved

 A business research starts with problem

Business Research Methods All Rights Reserved

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