Research Methodology

Unit I

Dr. Priyanka Ranawat

 Meaning of Research
• Research is an activity that leads us to finding new
facts, information, assisting us in verifying the
available knowledge and in making us question things
that are difficult to understand as per existing data.
• Research is a process to discover new knowledge to
find answers to a question. The word research has
two parts re (again) and search (find) which denote
that we are taking up an activity to look into an
aspect once again or we want to look for some new
information about something.
 Definition of Research
• " A broad definition of research is given by Martyn
Shuttleworth ―In the broadest sense of the word,
the definition of research includes any gathering of
data, information and facts for the advancement
of knowledge.‖
• ‖Another definition of research is given by
Creswell who states that – ―Research is a process
of steps used to collect and analyze information to
increase our understanding of a topic or issue‖.
 CHARACTERISTICS OF RESEARCH
• 1. Generalized:
• The researcher usually divides the identified
population into smaller samples depending on
the resource availability at the time of research
being conducted. This sample is understood to
be the appropriate representative of the
identified population therefore the findings
should also be applicable to and representative
of the entire population
• 2. Controlled :
The concept of control implies that, in exploring
causality in relation to two variables (factors), you
set up your study in a way that minimizes the
effects of other factors affecting the relationship.
Some variables are classified as controlling factors
and the other variables may be classified as
possible effects of controlling factors.
• E.g. Destination studies are not controllable as they
have variables like geography, climate, accessibility,
seasonality, etc but studying the effects of standard
operating procedures in a hotel applied in a
particular service can be controlled.
3. Systematic: The procedure or process being
developed to undertake a study should be
carefully drafted to ensure that resources
utilization is optimized. Chaotic or
disorganized procedures would never yield
expected outcomes. The steps should follow a
logical sequence to get to the desired
outcome. E.g. The meal in a fine dine
restaurant at a five star hotel cannot
commence with dessert being served before
the starter or soup course.
4. Reliability:
• This is a the degree to which the result of a
measurement, calculation, or specification can be
depended on to be accurate. It is difficult to be
measured accurately, but now there are instruments
which can estimate the reliability of a research. It is
the extent to which an experiment, test, measuring
procedure, research, research instrument, tool or
procedure yields the same results on repeated trials.
If any research yields similar results each time it is
undertaken with similar population and with similar
procedures, it is called to be a reliable research.
5. Accurate :
Accuracy is also the degree to which each research
process, instrument, and tool is related to each other.
Accuracy also measures whether research tools have
been selected in best possible manner and research
procedures suits the research problem or not.
Selection of appropriate data collection tools is
essential for a research. E.g. Guest Comments Card in
hotels or Feedback Collection Card in a dining outlet
gives the guest a chance to be honest in commenting
about the standard of services in comparison to
asking them to give a verbal feedback.
6. Validity & Verifiability:
Validation refers to accuracy of measurement
whether or not it measures what it is
supposed to measure. It also ascertains the
application of research in finding the solution
to an issue in different conditions. This gives a
clear direction to the research activity. The
findings of a study should be verifiable by the
researcher as well as anyone else who wants
to conduct the study on similar guidelines/
under similar conditions.
 Functions Of Research

• Description - to provide baseline data or simply a

picture of how things are.

• Explanation (analytical) - to understand why things are

the way they are, what factors explain the way things
are.

• Prediction - to predict how systems will change under

alternative scenarios (modeling).
• Prescription and planning (decision-making) -
prescription and planning relating to changes
in existing systems.

• Monitoring and evaluation - monitoring and

evaluation of the effects of changes during
and after they have been made. Investigations
may be made to compare results in practice
with predictions, or to monitor the effects of a
policy, management technique or treatment.
 TYPES OF RESEARCH

 Basic or Fundamental Research

 Applied Research

 Quantitative Research

 Qualitative Research
1. Pure / Basic / Fundamental Research
• As the term suggests a research activity taken up to look
into some aspects of a problem or an issue for the first
time is termed as basic or pure. It involves developing
and testing theories and hypotheses that are
intellectually challenging to the researcher but may or
may not have practical application at the present time or
in the future. The knowledge produced through pure
research is sought in order to add to the existing body of
research methods. Pure research is theoretical but has a
universal nature. It is more focused on creating scientific
knowledge and predictions for further studies.
 2. Applied / Decisional Research
• Applied research is done on the basis of pure or
fundamental research to solve specific, practical
questions; for policy formulation, administration and
understanding of a phenomenon. It can be
exploratory, but is usually descriptive. The purpose
of doing such research is to find solutions to an
immediate issue, solving a particular problem,
developing new technology and look into future
advancements etc. This involves forecasting and
assumes that the variables shall not change.
 Differences between Basic and Applied
Research
• a) Basic Research can be explained as research that tries to
expand the already existing scientific knowledge base. On the
contrary, applied research is used to mean the scientific study
that is helpful in solving real-life problems.

• b) While basic research is purely theoretical, applied

research has a practical approach.

• c) The applicability of basic research is greater than the

applied research, in the sense that the former is universally
applicable whereas the latter can be applied only to the
specific problem, for which it was carried out
d) The primary concern of the basic research is
to develop scientific knowledge and
predictions. On the other hand, applied
research stresses on the development of
technology and technique with the help of
basic science.
e) The fundamental goal of the basic research is
to add some knowledge to the already existing
one. Conversely, applied research is directed
towards finding a solution to the problem
under consideration.
 Qualitative methods

• Qualitative research is a method that collects data using conversational

methods, usually open-ended questions. The responses collected are
essentially non-numerical. This method helps a researcher understand what
participants think and why they think in a particular way.
• Qualitative research is a structured way of collecting data and analyzing it to
draw conclusions. Unlike qualitative methods, this method uses a
computational and statistical process to collect and analyze data. quantitative
data is all about numbers.

• Types of qualitative methods include:

• One-to-one Interview
• Focus Groups
• Ethnographic studies
• Text Analysis
• Case Study
• One-to-one Interview: This interview is conducted with
one participant at a given point in time. One-to-one
interviews need a researcher to prepare questions in
advance. The researcher asks only the most important
questions to the participant. This type of interview lasts
anywhere between 20 minutes to half an hour. During this
time the researcher collects as many meaningful answers
as possible from the participants to draw inferences.

• Case Study: Case study research is used to study an

organization or an entity. This method is one of the most
valuable options for modern This type of research is used
in fields like the education sector, philosophical studies,
and psychological studies. This method involves a deep
dive into ongoing research and collecting data.
 Quantitative methods

• Quantitative methods deal with numbers and

measurable forms. It uses a systematic way of
investigating events or data. It answers questions to
justify relationships with measurable variables to
either explain, predict, or control a phenomenon.
• Types of quantitative methods include:
• Survey research
• Descriptive research
• Correlational research
• Quantitative research involves a larger population —
more people means more data. With more data to
analyze, you can obtain more accurate results. This
method uses closed-ended questions because the
researchers are typically looking to gather statistical data.
• Online surveys, questionnaires, and polls are preferable
data collection tools used in quantitative research. There
are various methods of deploying surveys or
questionnaires.
• Online surveys allow survey creators to reach large
amounts of people or smaller focus groups for different
types of research that meet different goals. Survey
respondents can receive surveys on mobile phones, in
emails, or can simply use the internet to access surveys.
 Identifying Research Methodology

• To choose the appropriate types of research, you need to

clearly identify the objectives. Some objectives to take into
consideration  are:
• Identify the main trends and issues, opportunities, and
problems you observe. Write a sentence describing each
one.
• Keep track of the frequency with which each of the main
findings appears.
• Make a list of your findings from the most common to the
least common.
• Evaluate a list of the strengths, weaknesses, opportunities,
and threats that have been identified in a SWOT analysis.
• Prepare conclusions and recommendations about your
study.
• Act on your strategies
• Look for gaps in the information, and consider doing
additional inquiry if necessary
• Plan to review the results and consider efficient methods
to analyze and dissect results for interpretation.
• Review your goals before making any conclusions about
your research. Keep in mind how the process you have
completed and the data you have gathered help answer
your questions. Ask yourself if what your analysis
revealed facilitates the identification of your conclusions
and recommendations.
Characteristics of Researcher
How to ensure a good quality Research?

• 1. Purpose should be clearly defined.

• 2. Common concepts should be used that can be
understood by all.
• 3. Research procedures should be explained in
detail.
• 4. Research design should be carefully planned.
• 5. Researcher should declare all the possible
errors and their possible impact on findings
• 6. Analysis of data should be sufficiently adequate to
reveal significance.
• 7. The methods of analysis should be appropriate.
• 8. The validity and reliability of the data should be
checked carefully.
• 9. The researcher should good command over
research methodologies and should be intelligent and
experienced.
• 10. Ethics in research refers to a code of conduct of
behavior while conducting research. Ethical conduct
applies to the organization and the members that
sponsor the research, the researchers who undertake
the research, and the respondents who provide them
with the necessary data.