Slide 2.

Chapter 2
Formulating and clarifying the research
topic

Saunders, Lewis and Thornhill, Research Methods for Business Students, 5th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009
Slide 2.2

Learning outcomes
• By the end of this chapter you should be able to:
• Generate ideas that will help in the choice of a
suitable research topic;
• Identify the attributes of a good research topic;
• Turn research ideas into a research project that has
clear research question (s) and objectives;
• Draft a research proposal

Saunders, Lewis and Thornhill, Research Methods for Business Students, 5th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009
Slide 2.3

Introduction
• Choose something that will sustain your interest throughout the
months that you will need to complete it.

• Before you start your research you need to have at least some idea
of what you want to do. (most important and difficult part )

• Formulating and clarifying your research topic is starting point of

research project. (time consuming process)
• You might have to refine the idea if it is already given by the tutor
or organization

• After this you would able to choose the most appropriate research
strategy and data collection and analysis techniques.
Saunders, Lewis and Thornhill, Research Methods for Business Students, 5th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009
Slide 2.4

Formulating and clarifying your research topic

The important steps

• Identifying the attributes of a good research topic

• Generating ideas that help you select a suitable topic

• Turning ideas into clear research questions and objectives

• Writing your research proposal

Saunders, Lewis and Thornhill, Research Methods for Business Students, 5th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009
Slide 2.5

Attributes of a good research topic (1)

• If your research project is a part of a course of study, the
most important attribute will be that it meets the examining
body’s requirements.
Capability: is it feasible?
• Are you fascinated by the topic?

• Do you have the necessary research skills?

• Can you complete the project in the time available?

• Will the research still be current when you finish?

• Do you have sufficient financial and other resources?

• Will you be able to gain access to data?

Saunders, Lewis and Thornhill, Research Methods for Business Students, 5th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009
Slide 2.6

Attributes of a good research topic (2)

Appropriateness: is it worthwhile?

• Will the examining institute's standards be met?

• Does the the topic contain issues with clear links to
theory?
• Are the research questions and objectives clearly
stated?
• Will the proposed research provide fresh insights into
the topic?
• Are the findings likely to be symmetrical?
• Does the research topic match your career goals?

Saunders, Lewis and Thornhill, Research Methods for Business Students, 5th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009
Slide 2.7

Attributes of a good research topic (3)

And - (if relevant)

Does the topic relate clearly to an idea

you were given -

possibly by your organisation ?

Saunders, Lewis and Thornhill, Research Methods for Business Students, 5th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009
Slide 2.8

Generating research ideas

Useful Techniques

Rational thinking Creative thinking

Searching the literature Scanning the

media

Brainstorming Relevance Trees

Exploring past projects Discussion

Keeping an ideas notebook

Saunders, Lewis and Thornhill, Research Methods for Business Students, 5th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009
Slide 2.9

Rational thinking
• Examining your own strengths and interests
• Looking at past project titles
• Discussion
• Searching the literature
• Scanning the media

Saunders, Lewis and Thornhill, Research Methods for Business Students, 5th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009
Slide 2.10

Creative thinking
• Keeping a notebook of ideas
• Exploring personal preferences using past
projects
• Relevance trees
• Brainstorming

Saunders, Lewis and Thornhill, Research Methods for Business Students, 5th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009
Slide 2.11

Rational thinking and creative

thinking
• These techniques will generate possible
project one of two outcomes:
• One or more possible project ideas that you
might undertake;
• Absolute panic because nothing in which
you are interested or which seems suitable
has come to mind.

Saunders, Lewis and Thornhill, Research Methods for Business Students, 5th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009
Slide 2.12

Examining own strengths and

interests
• Having some academic knowledge
• Look at those assignments for which you have
received good grade.
• You may, as part of your reading, be able to
focus more precisely on the sort of ideas about
which you wish to conduct your research
• There is a need to think about your future

Saunders, Lewis and Thornhill, Research Methods for Business Students, 5th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009
Slide 2.13

Looking at past project title

• Dissertations;
• Theses.
Scan your university’s list of past project titles for
anything that captures your imagination
• Scanning actual research projects.
You need to beware. The fact that a project is in your
library is no guarantee of the quality of the
arguments and observations it contains.

Saunders, Lewis and Thornhill, Research Methods for Business Students, 5th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009
Slide 2.14

Discussion
• Colleagues, friends, university tutors,
practitioner and professional groups

Saunders, Lewis and Thornhill, Research Methods for Business Students, 5th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009
Slide 2.15

Searching the literature

• As part of your discussions, relevant literature
may also be suggested. Sharp et al, (2002) discuss
types of literature that are of particular use for
generating research ideas. These include:
• Article in academic and professional journals;
• Reports;
• Books.

Saunders, Lewis and Thornhill, Research Methods for Business Students, 5th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009
Slide 2.16

Scanning the media

• Keeping up to date with items in the news
can be a very rich source of ideas

Saunders, Lewis and Thornhill, Research Methods for Business Students, 5th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009
Slide 2.17

Keeping a notebook of ideas

• One of the more creative techniques that we
all use is to keep a notebook of ideas. All
this involves is simply noting down any
interesting research ideas as you think of
them and, of equal importance, what
sparked off your thought. You can then
pursue the idea using more rational thinking
technique later.

Saunders, Lewis and Thornhill, Research Methods for Business Students, 5th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009
Slide 2.18

Exploring personal preferences

using past project
1. Select six projects that you like
2. For each of these six projects, note down your first
thoughts in response to three questions(if responses for
different projects are the same this does not matter);
What appeals to you about the project?
What is good about the project?
Why is the project good?

Saunders, Lewis and Thornhill, Research Methods for Business Students, 5th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009
Slide 2.19

Exploring personal preferences

using past project
3. Select three projects you do not like.
4. For each of these three projects that you do
not like.
What do you dislike about the project?
What is bad about the project?
Why is the project bad?

Saunders, Lewis and Thornhill, Research Methods for Business Students, 5th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009
Slide 2.20

Relevance tree
• You start with a broad concept from which you
generate further (usually more specific) topics.
Each of these topics forms a separate branch from
which you can generate further, more detailed sub
branches. As you proceed down the sub branches
more ideas are generated and recorded. These can
then be examined and a number selected and
combined to provide a research idea (Language,
Subject area, business sector, geographical
location, Publication period and literature type)

Saunders, Lewis and Thornhill, Research Methods for Business Students, 5th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009
Slide 2.21

Brainstorming
• Define your problem – that is, the sorts of ideas you are interested in – as
precisely as possible.
• Ask for suggestions, relating to the problem
• Record all suggestions, observing the following rules:
No suggestion should be criticized or evaluated in any way before all ideas
have been considered;
All suggestions, however wild, should be recorded and considered
As many suggestions as possible should be recorded.
• Review all the suggestions and explore what is meant by each.
• Analyze the list of suggestions and decide which appeal to to you most as
research ideas why.

Saunders, Lewis and Thornhill, Research Methods for Business Students, 5th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009
Slide 2.22

Refining research ideas

• Using the Delphi Technique

• Conducting a preliminary study

• Continually testing out your ideas

• Integrating ideas

• Refining topics given to you by your organisation

Saunders, Lewis and Thornhill, Research Methods for Business Students, 5th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009
Slide 2.23

The Delphi technique

• This involves using a group of people who are either
involved or interested in the research idea to generate and
choose a more specific research idea. To use this technique
you need:
1. To brief the members of the group about the research idea;
2. At the end of the briefing to encourage group members to
seek clarification and more information as appropriate;
3. To ask each member of the group including the originator
of the research ideas based on the idea that has been
described (justification)

Saunders, Lewis and Thornhill, Research Methods for Business Students, 5th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009
Slide 2.24

The Delphi technique

4. To collect the research ideas in unedited and non-
attributable form and to distribute them to all members of the
group;
5.A second cycle of the process (steps 2 to 4)in which
comment on the research ideas and revise their own
contributions in the light of what others have said;

6.Subsequence cycles of the process until a consensus is

reached . These either follow a similar pattern (steps 2 to 4)in
or use discussion. Voting or some other method.

Saunders, Lewis and Thornhill, Research Methods for Business Students, 5th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009
Slide 2.25

Writing research questions

Write research questions that are

• Consistent with expected standards

• Able to produce clear conclusions

• At the right level ( not too difficult )

• Not too descriptive

• Use the ‘Goldilocks Test’

Clough and Nutbrown (2002)

Saunders, Lewis and Thornhill, Research Methods for Business Students, 5th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009
Slide 2.26

Goldilocks test
• Clough and Nutbrown use what they call the Goldilocks test to decide
if research questions are either too big two small too hot or just right/
• Too big need significant funding
• Too small are likely to be insufficient substance
• Too hot may be so because sensitivities that may be aroused as a result
of doing the research . This may be because of the timing of the
research or the many other reasons that may be upset key people who
have a role to play.
• Just right are those just right for investigation at this time by this
research in this setting

Saunders, Lewis and Thornhill, Research Methods for Business Students, 5th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009
Slide 2.27

Turning ideas into research projects (1)

Examples of research ideas

and their derived focus questions

Table 2.2 Examples of research ideas and their derived focus research
questions
Saunders, Lewis and Thornhill, Research Methods for Business Students, 5th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009
Slide 2.28

Turning ideas into research projects (2)

Useful techniques

• Start with a general focus question

• Discuss areas of interest with your tutor

Saunders, Lewis and Thornhill, Research Methods for Business Students, 5th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009
Slide 2.29

Turning ideas into research projects (3)

Writing clear research objectives

• Check your examining body’s preferences for

stated objectives

• Use a general focus question to achieve precise

objectives

Saunders et al. (2009)

Saunders, Lewis and Thornhill, Research Methods for Business Students, 5th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009
Slide 2.30

Turning ideas into research projects (4)

Include SMART Personal objectives

Specific: What precisely do you hope to achieve from undertaking the

research?
Measurable: What measures will you use to determine whether you
have achieved your objectives?(Secured a career-level first job in
software design)
Achievable: Are the targets you have set for yourself achievable given
all the possible constraints?
Realistic: Given all other demands upon your time, will you have the
time and energy to complete the research on time?
Timely: Will you have time to accomplish all your objectives?

Saunders, Lewis and Thornhill, Research Methods for Business Students, 5th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009
Slide 2.31

The importance of theory

• Asking for opinions and gathering facts – 'what' questions
(descriptive research)

• Using questions that go beyond description and require

analysis – 'why' questions
Phillips and Pugh (2005)
In order to:

Explain phenomena Analyse relationships

Predict outcomes Compare and generalise

Saunders, Lewis and Thornhill, Research Methods for Business Students, 5th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009
Slide 2.32

Theory
• “ A formulation regarding the cause and
effect relationship between two or more
variables, which may or may not have been
tested”

Saunders, Lewis and Thornhill, Research Methods for Business Students, 5th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009
Slide 2.33

Threefold typology of theories

Grand, middle range and substantive theories

Creswell (2002)
Figure 2.1 Grand, middle-range and substantive theories
Saunders, Lewis and Thornhill, Research Methods for Business Students, 5th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009
Slide 2.34

Threefold typology of
theories
• Grand theories: Usually thought to be province of natural
scientists . (that will lead to a whole new way of thinking
about management)
• Middle range theories: which lack the capacity to change the
way in which we think about the world but are nonetheless
of significance . (some of the theories of human motivation
well known to manager would be in this category.
• Substantive theories : that are restricted to a particular time,
research setting, group or population or problem
•

Saunders, Lewis and Thornhill, Research Methods for Business Students, 5th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009
Slide 2.35

Deductive approach and

inductive approach
• This discussion of theory dose assume that a clear
theoretical position is developed prior to the collection of
data (the deductive approach).
• This will not always be the case. It may be that your study
is based on the principle of developing theory after data
have been collected (the inductive approach)

Saunders, Lewis and Thornhill, Research Methods for Business Students, 5th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009
Slide 2.36

Writing your research proposal

Purposes of the research proposal

• To organise your ideas

• To convince your audience

• To contract with your client (your tutor)

• To meet ethical requirements

Saunders, Lewis and Thornhill, Research Methods for Business Students, 5th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009
Slide 2.37

Content of your research proposal (1)

• Title - likely to change during the process

• Background - context within the literature

• Research questions and objectives - what you seek

to achieve

Saunders, Lewis and Thornhill, Research Methods for Business Students, 5th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009
Slide 2.38

Content of your research proposal (2)

• Method - can be in two parts: research design and

data collection

• Timescale and Resources - (finance, data access,

equipment)

• References - include some key literature

sources

Saunders, Lewis and Thornhill, Research Methods for Business Students, 5th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009
Slide 2.39

Evaluating research proposals

• How the components of the proposal fit together

• Viability of the proposal

• Absence of preconceived ideas

Saunders, Lewis and Thornhill, Research Methods for Business Students, 5th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009
Slide 2.40

Summary: Chapter 2

The best research topics

• Formulate and clarify the topic

• Meet the requirements of the examining body

• Use a variety of techniques when generating

research ideas

• Are focused on clear questions based on relevant

literature

Saunders, Lewis and Thornhill, Research Methods for Business Students, 5th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009
Slide 2.41

Summary: Chapter 2

The best research topics

• Are theory dependent

• Have a proposal containing organised ideas

Tell the reader:

• What will be done and why

• How it will be achieved

Saunders, Lewis and Thornhill, Research Methods for Business Students, 5th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009