INTRODUCTION TO RESEARCH

Ts. Dr. Khalid Abdul Wahid

Faculty of Information Management
Unviersiti Teknologi MARA
Cawangan Kelantan
Tel: 09-7962233/ 013-9030434
Email: awkhalid@uitm.edu.my
 Contents
1. What is research?
2. Definition of research
3. Characteristics of research
4. Qualities of good researchers
5. Characteristics of good researchers
6. The research process

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 What is RESEARCH?
• RESEARCH is composed of 2 words
– RE is a prefix meaning again, anew or over again.
– SEARCH a verb meaning to examine closely and
carefully, to test and try, or to probe or study
thoroughly.

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 Definition of research
• “The process of finding solutions to a problem
after a thorough study and analysis of the
situational factors” (Sekaran & Bougie, 2010)
• “The systematic investigation into the study of
materials, sources etc in order to establish
facts and reach new conclusions” (Oxford
Encyclopedia English Dictionary)

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 Definition of research
• “ a procedure by which we attempt to find
systematically, and with the support of
demonstrable fact, the answer to a questions
or the resolution of a problem” (Leedy, 1989)
• “the systematic, controlled, empirical and
critical investigation of hypothethical
propositions about presumed relations among
natural phenomena” (Kerlinger, 1986)

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 Definition of research
• According to Creswell who states - "Research
is a process of steps used to collect and
analyze information to increase our
understanding of a topic or issue“.
• Martyn Shuttleworth defined research as any
gathering of data, information and facts for the
advancement of knowledge.

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 Definition of research
• Research is the process of finding solutions to a
problem after a thorough study and analysis
(Sekaran, 2006).
• Research is a systematic inquiry that provides
information to guide decision (Cooper &
Schindler, 2001)

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 What is research?
• Research is an organized, objective and
systematic process to study a particular
problem that needs a solution.

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 Characteristics of Research
1. Empirical
2. Logical
3. Cyclical
4. Analytical
5. Critical
6. Methodical
7. Replicability

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 EMPIRICAL
• RESEARCH is based on direct experience or
observation by the researcher.
• The collection of data relies on practical
experience without giving consideration to
scientific knowledge or theory.

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 LOGICAL
• RESEARCH is based on valid principles. (clear
reasoning)
• Scientific study is done in orderly manner so that the
investigator has confidence on the results.
• Systematic examination of the procedures used in
the research enables the investigator to draw valid
conclusions.

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 CYCLICAL
• RESEARCH is a cyclical process because it
starts with a problem and ends with a
problem.
• An investigator who completes his study states
his findings and draws up his conclusions and
recommendations.

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 ANALYTICAL
• RESEARCH utilizes proven analytical procedures in
gathering the data, whether, historical, descriptive,
experimental, and case study.
• In historical studies, data gathered focus in the past
while descriptive focuses on the present situation.
• Descriptive research is the most common among the
four research designs.

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 CRITICAL
• RESEARCH exhibits careful and precise
judgment.
• Based on the levels of confidence, the
investigator is precise in his interpretations on
whether the results are significant or
insignificant, or whether to reject or accept
the null hypothesis.

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 METHODICAL
• RESEARCH is conducted in a methodical manner
without bias using systematic methods and
procedures.
• Methodology includes assumptions and values that
serve as rationale for research and the standards or
criteria the researcher uses for interpreting data and
research conclusions.
• Method simply refers to the research technique or
tool used to gather data.

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 REPLICABILITY
• RESEARCH design and procedures are repeated to
enable the researcher to arrive at valid and
conclusive results.
• Replicability of a study means using the same
instrument, method, and procedure but to different
subjects and venue.
• Similarities and differences of replicated researches
can be compared. The more replications, the more
valid and conclusive results would be.

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 Qualities of a Good researcher
• Research-oriented • Resourceful
• Efficient • Creative
• Scientific • Honest
• Effective • Economical
• Active • Religious

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 TYPES of
RESEARCH

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 Types of Research

Qualit Quant
ative itative
(Descr (Statis
iptive) tic)

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 Qualitative Research
• Qualitative Research is primarily exploratory
research.
• It is used to gain an understanding of underlying
reasons, opinions, and motivations.
• It provides insights into the problem or helps to
develop ideas or hypotheses for potential
quantitative research.
• Qualitative Research is also used to uncover trends in
thought and opinions, and dive deeper into the
problem. Qualitative data collection methods vary
using unstructured or semi-structured techniques.
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 Qualitative Research
• Some common methods include focus groups (group
discussions), individual interviews, and
participation/observations. The sample size is
typically small, and respondents are selected to fulfil
a given quota.
• Qualitative research is designed to reveal a target
audience’s range of behaviour and the perceptions
that drive it with reference to specific topics or
issues.
• It uses in-depth studies of small groups of people to
guide and support the construction of hypotheses.
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 Qualitative Research
• The results of qualitative research are descriptive
rather than predictive.
• Qualitative research methods originated in the social
and behavioural sciences: sociology, anthropology
and psychology.
• Today, qualitative methods in the field of marketing
research include in-depth interviews with individuals,
group discussions (from two to ten participants is
typical); diary and journal exercises; and in-context
observations. Sessions may be conducted in person,
by telephone, via videoconferencing and via the
Internet.
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 Why Qualitative Research Works
• Several unique aspects of qualitative research
contribute to rich, insightful results
• Synergy among respondents, as they build on each
other’s comments and ideas.
• The dynamic nature of the interview or group
discussion process, which engages respondents more
actively than is possible in more structured survey.
• The opportunity to probe ("Help me understand why
you feel that way") enabling the researcher to reach
beyond initial responses and rationales.

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 Why Qualitative Research Works
• The opportunity to observe, record and interpret
non-verbal communication (i.e., body language,
voice intonation) as part of a respondent’s feedback,
which is valuable during interviews or discussions,
and during analysis.
• The opportunity to engage respondents in "play"
such as projective techniques and exercises,
overcoming the self-consciousness that can inhibit
spontaneous reactions and comments.

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 Qualitative Research
• it allows the research to investigate the meanings
that people attribute to their behaviour, actions, and
interactions with others. it is qualitative research that
can illuminate why this connection exists by going
directly to the source -- the people themselves.
• Qualitative research is designed to reveal the
meaning that informs the action or outcomes that
are typically measured by quantitative research. So,
qualitative researchers investigate meanings,
interpretations, symbols, and the processes and
relations of social life.

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 Qualitative Research
• What this type of research produces is descriptive
data that the researcher must then interpret using
rigorous and systematic methods of transcribing,
coding, and analysis of trends and themes.
• Because its focus is everyday life and people's
experiences, qualitative research lends itself well to
creating new theories using the inductive method,
which can then be tested with further research.

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Inductive

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Inductive/Deductive Process

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Methods of Qualitative Research
• Qualitative researchers use their own eyes, ears,
and intelligence to collect in-depth perceptions and
descriptions of targeted populations, places, and
events. Their findings are collected through a
variety of methods, and often, a researcher will use
at least two or several of the following while
conducting a qualitative study.

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Methods of Qualitative Research
• Direct observation: With direct observation, a
researcher studies people as they go about their
daily lives without participating or interfering.
• This type of research is often unknown to those
under study, and as such, must be conducted in
public settings where people do not have a
reasonable expectation of privacy.
• For example, a researcher might observe the ways
in which strangers interact in public as they gather
to watch a street performer.

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 Methods of Qualitative Research
• Open-ended surveys: While many surveys are designed to
generate quantitative data, many are also designed with
open-ended questions that allow for the generation and
analysis of qualitative data. For example, a survey might
be used to investigate not just which political candidates
voters chose, but why they chose them, in their own
words.
• Oral history: The oral history method is used to create a
historical account of an event, group, or community, and
typically involves a series of in-depth interviews conducted
with one or multiple participants over an extended period
of time.

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Methods of Qualitative Research
• Focus group: In a focus group, a researcher engages
a small group of participants in a conversation
designed to generate data relevant to the research
question. Focus groups can contain anywhere from
5 to 15 participants. Social scientists often use them
in studies that examine an event or trend that
occurs within a specific community. They are
common within market research too.

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Methods of Qualitative Research
• In-depth interviews: Researchers conduct in-depth
interviews by speaking with participants in a one-
on-one setting. Sometimes a researcher approaches
the interview with a predetermined list of questions
or topics for discussion but allows the conversation
to evolve based on how the participant responds.
Other times, the researcher has identified certain
topics of interest but does not have a formal guide
for the conversation, but allows the participant to
guide it.

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 Methods of Qualitative Research
• Participant observation: This method is similar to observation,
however with this one, the researcher also participates in the
action or events in order to not only observe others but to gain
first-hand experience in the setting.
• Ethnographic observation: Ethnographic observation is the most
intensive and in-depth observational method. Originating in
anthropology, with this method, a researcher fully immerses
herself into the research setting and lives among the participants
as one of them for anywhere from months to years. By doing
this, the researcher attempts to see events and have experiences
from the viewpoints of those studied in order to develop an in-
depth and long-term account of the community, events, or
trends under observation.

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Methods of Qualitative Research
• Content analysis: This method is used by sociologists
to analyze social life by interpreting words and
images from documents, film, art, music, and other
cultural products and media. The researchers look at
how the words and images are used, and the context
in which they are used to draw inferences about the
underlying culture. In the last decade, content
analysis of digital material, especially that generated
by social media users, has become a popular
technique within the social sciences.

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 Pros & Cons of Qualitative Research
• Qualitative research has both benefits and drawbacks. On the plus
side, it creates an in-depth understanding of the attitudes,
behaviours, interactions, events, and social processes that compose
everyday life. In doing so, it helps social scientists understand how
everyday life is influenced by society-wide things like social
structure, social order, and all kinds of social forces.
• This set of methods also has the benefit of being flexible and easily
adaptable to changes in the research environment and can be
conducted with minimal cost in many cases.
• The downsides of qualitative research are that its scope is fairly
limited so its findings are not always widely generalizable.
Researchers also have to use caution with these methods to ensure
that they themselves do not influence the data in ways that
significantly change it and that they do not bring undue personal
bias to their interpretation of the findings. Fortunately, qualitative
researchers receive rigorous training designed to eliminate or 36
reduce these types of research bias.
Classification of Research

Library Field Laboratory

1

3
Research Research Research

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 Library Research
• This is done in the library where answers to
specific questions or problems of the study are
available
• Field and laboratory researches also make use
of library research even some of the answers
to some problems are not available in the
library.

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 Field Research
• Research is conducted in a natural setting and no
changes in the environment are made.
• Field research is both applicable to descriptive survey
and experimental and experimental methods.

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 Laboratory Research
• The research is conducted in artificial or controlled
conditions by isolating the study in a thoroughly
specified and equipped area.
• This research is applicable to experimental,
descriptive and case-control studies.
• The purposes are:
• To test the hypothesis derived from theory
• To control variance under research conditions
• To discover the relations between the dependent and
independent variables

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The Research Process

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 The Research Process
Identify broad area of research (Adapted from Gill
& Johnson, 1997)
Select topic

Formulate research objectives

Decide approach

Formulate plan

Collect data

Analyze data

Present findings

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The Research Process (Quantitative)
4 5 6
1 Theoretical Generation of Scientific
Observation – framework – hypotheses research
broad area of variables design
research clearly
interest identified and
identified 3 labeled 7
Problem Data collection &
definition – analysis and
research interpretation
problem
2 Preliminary delineated
data 8 Deduction –
gathering – hypotheses
interviewing substantiated,
& literature research questions
No Yes
review answered

(Adapted from
Sekaran, 2003) 9 10
11
Report Report Managerial
writing Presentation decision
making

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The End
The End