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4. EMPLOY HYPOTHESIS - refers to a search for

Module 1: Nature of Inquiry facts, answers to questions, and solutions to
and Research problems.
5. ANALYTICAL - shows analytical procedures in
gathering the data, whether historical, descriptive,
What is RESEARCH? and or case study.
❖ is an organized investigation and study of materials 6. OBJECTIVE - it is unbiased and logical. All
and sources to create facts and reach new findings are logically based on real-life situations.
inferences. 7. ORIGINAL WORK - it requires its examination and
❖ has come up with developing appropriate solutions produces the data needed to complete the study.
to improve the individual’s quality of life.
❖ Although it may take place in a different setting and It is said that research can be done in different
may use different methods, scientific research is ways. It can be either a well-planned and methodical
universally a systematic and objective search for process that is based on keen observation and concrete
reliable knowledge (Walker, 2010). and valid evaluation. Integration is the best way to
❖ Research is a verified approach to thinking and evaluate the validity of a certain study.
employing legalized instruments and steps to obtain
an adequate solution to a problem that is otherwise Research Processes:
impossible to address under ordinary means 1. DEFINE RESEARCH PROBLEM: What is the
(Crawford, as cited by Alcantara & Espina, 1995). problem?
❖ In most cases, research helps society to answer the 2. REVIEW OF RELATED LITERATURE: What
WHAT and HOW questions. It must be a proper evidence is already presented?
investigation and should reach a valid conclusion 3. FORMULATING HYPOTHESIS: How are we going
that would facilitate finding answers to the to find/look for the answers to the questions being
questions. Some of these questions are: How can studied?
research affect society? What is the impact of the 4. RESEARCH DESIGN: Where will the study be
research on daily life? shown and with what population?
5. COLLECTING DATA: Are we ready to gather the
Research can be categorized into two: data? Where do we find the data?
Basic Research 6. ANALYZING DATA: How do the data answer the
- This is the type of research that is a purely direct research queries?
application but increases the nature of 7. INTERPRET AND REPORT: What are the
understanding about the problem. implications of the results?
- It develops scientific theories to be more
understandable to the readers. According to Resnik, 2007, ethical norms are significant
in conducting research studies as explained in the
Applied Research following:
- It is a type of research that needs an answer to
a specific question. ➢ First, ethics promotes the pursuit of knowledge,
- It provides solutions and validation to apply to truth, and credibility. It also fosters values that
the real setting. are essential to collaborative work.
➢ Second, ethical norms help individuals to be
Major Characteristics of Research accountable in every act that the researcher/s
1. EMPIRICAL - is based on observations and undertake
experiments of theories. ➢ Third, ensure that researchers are held
2. SYSTEMATIC - follows orderly and sequential accountable to the public.
procedures, based on valid procedures and ➢ Lastly, an ethical norm in research also needs
principles. public awareness. This can be evaluated by the
3. CONTROLLED - In research, all variables, except researcher before conducting the study because
those that are tested/ experimented on, are kept this may help a certain population in an area
constant. once the study is completed.

Ethical Codes and Policies for Research, Resnik, 2007

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- is defined as the “naturalistic method of research
which deals with the concern of human difficulty
Honesty Maintain all communication. Data should
not be faked. by discovering it straightly.” (Beck, 2004)
- It is concerned with the experiences,
Objectivity Avoid biases in experimental designs, understanding, and words of the individual
data analysis,
interpretation, expert testimony, and
- 30+.
other aspects of research.
KINDS OF RESEARCH ACROSS FIELD
Integrity Keep your promises and agreements. ❖ Information and Communication Technology
(ICT)
Carefulness Avoid careless errors and negligence.
❖ Science, Technology, Engineering and
Openness Share data, results, ideas and tools. Be Mathematics (STEM)
open to criticism and ❖ Arts and Design
new ideas.
❖ Humanities and Social Sciences
Confidentiality Protect confidential communication ❖ Sports
❖ Agriculture
Responsible Avoid duplicating publications.
Publication

Responsible
Mentoring
Help to educate, mentor, and advise
others.
Module 2: Qualitative
Respect Treat all peers fairly.
Research and Its Importance
Colleagues
in Daily Life
Social Strive to promote social good. Avoid
Responsibility social harm
Kinds of Qualitative Research
Non- Avoid discrimination against colleagues
Discrimination or students on the Phenomenology
basis of sex, race, ethnicity, and or
others. - It is the study of how people give meaning to
their experiences
Legality Be informed and obey relevant laws and - like the death of loved ones, care for the people,
institutional governmental policies. and friendliness of the people.
Respect of Give proper acknowledgment or credits
Intellectual to all researchers. Ethnography
Property - It is understanding of how a particular cultural
Human Subject Minimize risks that involve human lives,
group goes about their daily lives
dignity, and privacy. - which includes their organizational set-up,
internal operations, and lifestyle.

KINDS OF RESEARCH DESIGN: Grounded theory

There are two categories of research methodology: - This occurs when a researcher discovers a new
theory based on the data collected.
QUANTITATIVE RESEARCH - It is a research methodology for discovering
- is a positivist scientific method that refers to a theory in a substantive area.
general set of orderly discipline procedures to
acquire information (Beck, 2004). Case study
- Mostly, it is concerned with numbers and - This study involves an investigation of a person,
measurement. group, organization, or situation for a long period
- 8-10 of time to explain why such things occur to the
subject under study.

QUALITATIVE RESEARCH
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- Some examples of this type of study are the 4. The obtained data from human experience is
fields of social care, nursing, psychology, powerful and sometimes more interesting than
rehabilitation centers, education, etc. quantitative data.
Content and Discourse Analysis 5. Data usually are collected from a few cases or
- This method requires the examination or individuals so findings cannot be generalized to
analysis of the substance or content of the a larger population. Findings can however be
communication that takes place through letters, transferable to another setting.
books, journals, photos, video recordings, short
message services, online messages, emails, Weaknesses of Qualitative Research
audio-visual materials, etc. 1. Research quality is heavily dependent on the
researcher’s skills and may be influenced by the
Historical Analysis researcher's outlook.
- This is the study of primary documents to 2. The volume of data makes analysis and
explain the connection of past events to the interpretation time-consuming.
present time. 3. It is sometimes hard to prove.
- An example of this is explaining the happenings 4. The researcher's presence during data
during the Marcos regime. gathering, which is often unavoidable in
qualitative research, can affect the subjects'
attitudes towards the process.
Characteristics and Uses of Qualitative
5. Issues of anonymity and confidentiality can
Research bring/result in problems when presenting
- Qualitative research takes place in a natural setting findings.
like home, school, institution, or community. 6. Findings can be more difficult and take time to
Researchers gain actual experiences of the research visualize.
participants.
- It focuses on participants’ perceptions and Qualitative research has been found to be an effective
experiences (Franenkel and Wallen, 1988 in method in finding answers to phenomena in the context
Creswell, 2013) of different disciplines like education, technical
- Researchers are sensitive to participants’ needs and communication, business, social and behavioral
participants are actively engaged in the process. sciences advertising, and social work. Further, the latest
- Data are collected through observation, interviews, developments in these disciplines are relatively
documents, e-mails, blogs, videos, etc. contributed by qualitative study.
- It may result in changes in research questions after
new discoveries occur. ∙ It develops from a specific
Importance of Qualitative Research across
to a general understanding of concepts.
- It is a process of describing a situation, analyzing Different Fields
data for themes or categories, and making
interpretations or drawing conclusions. Qualitative Research in Education
- It may be subjected to the researcher’s personal - To better understand research in education,
interpretation. Green and Bloome (1997) gave a distinction
- The researchers, as a primary instrument in data between Ethnography of education and
collection, view social phenomena and situations Ethnography in education.
holistically. - Ethnography of education seeks to understand
what counts as education for members of a
Strengths of Qualitative Research particular group while ethnography in education
studies about social and cultural dynamics of a
1. Issues can be analyzed through detailed and
school or classroom. An example is how
deep examination.
teaching styles match the learning styles of
2. Interviews are not delimited to specific questions
students.
and can be guided/redirected by the researcher
- They concluded that ethnographic practice any
along the process.
set of social and cultural practices- are ways that
3. The research framework and direction can be
people in a certain place react to each other to
easily revised as new information emerges.
pursue an agenda: including research agenda,
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educational agenda, and social, cultural, and Qualitative Research in Social Work
instructional change agenda. An example of this - Conducting research in social work means
study is how students react to the evaluation of studying people’s experiences especially what
their academic performance. they found traumatic and painful. This can be
- Qualitative research is important as it navigates done by analyzing interview data and narratives
towards the improvement of performance in which has four broad categories:
education. 1. Knowledge-direct remembering and reliving,
with complete details of the events
Qualitative Research in Technical Communication 2. Awareness of mental process: awareness of
- Qualitative research can also be used in emotions and of cognitive processes
studying the effective use of technology in the 3. Awareness of identity- awareness of values and
workplace to ensure a smooth flow of the construction of personal characteristics of
communication. This can be conducted using each partner and of the couple as a unit
focus groups. 4. Alienation-refusal to observe, reflect or
- Technical communications under study can be in remember
the forms of e-mail, fax messaging, video and
voice conferencing, intranet and extranet, Qualitative Research in Marketing
jargon, and graphics. - Historically, qualitative research in marketing is
- The advancement in technical communication is influenced by social research and has
a product of exploration using qualitative embedded projective devices within the
research. approach of in-depth interview.
- The more modern qualitative marketing studies
Qualitative Research in Psychology use the grounded theory approach. For
- According to Braun and Clarke (2013), the example, Flint, Woodruff, and Guardial (2002, as
qualitative research paradigm in psychology has cited in Belk, 20016) studied customers at
been emerging since the second half of the different levels in US automobile manufacturing.
nineteenth century. - Thus, by thorough investigation through
- Psychology has been strongly shaped by the research, marketing strategies are improved for
behavioral and cognitive traditions within which a better return of investment.
psychology should seek to understand and
determine an observable, objective Qualitative Research in International Business
psychological reality. An example of this is, that - Business establishments use methods like
psychologists seek to understand why some participant observation, content analysis focus
students lack the motivation to go to school and groups, narrative interviews, and “hidden”
why some students resort to bullying and the methods such as archival research (Marschan,
like. Pekkari & Welch, 2004).
- Understanding the psychological processes and - In this manner, business establishments can
how they affect society is the contribution of collect reliable information and decide to
qualitative research. improve their ways and processes.

Qualitative Research in Advertising

- Morrison et al. say that great advertising comes
along from an understanding of consumer’s
wants and needs. Further, they say that
qualitative research approaches, or methods
useful in advertising have been used by
advertising researchers.
- The stated connection of understanding the
connection between advertising and consumers’
preferences can be explained through qualitative
research.