Dr. Ahmad Jusoh
1.0 What is Research?
 Research
 A process of enquiry and investigation
 Systematic and methodical
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A series of steps designed and executed
 To solve problem and increase/generate knowledge
2.0 Classifying Research
 Research can be classified according to the:
Purpose – The reason why it was conducted
2. Process – The way in which the data were collected &
Analysed.
3. Outcome- Whether the expected outcome is the
solution to a particular problem or a more general
contribution to knowledge
4. Logic – Whether the research logic moves from the
general to the specific or vice versa.
1.
Classifying Research
Basic of classification
Type of research
Purpose of the research
Exploratory, descriptive, Hypothesis
Testing (analytical or predictive )
research, Explanatory
Process of the research
Quantitative or Qualitative Research
Outcome of the research
Applied or Basic Research
Logic of the research
Deductive or Inductive Research
2.1 Purpose: Exploratory, Descriptive,
Hypothesis Testing Research
2.1.1 Exploratory
 Conducted when very few or no earlier studies can be referred for
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information about the problem.
Aim: To look for patterns, understand the phenomena and develop
ideas or proposition (hypothesis)
Focus: To gain insights and familiarity with the subject area for
more rigorous investigation at a later stage
Typical techniques: Case study , observation, interview, focus group
Example:
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To explore the attributes of a great leader
To understand the concept of quality of work life (QWL)
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Current thinking on QWL to narrow (Work related factor only)
With the changing dynamic at the workplace, we have to redefine the
concept.
 2.1.2 Descriptive
 To ascertain and describe phenomena as they exist.
 To obtain information on the characteristic of a
particular problem.
 Examples:
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To know the characteristics of the organizations that
implement CSR
To know the profile of the individuals who have loan payment
outstanding for 6 months and more
To know what type of packaging for a box of chocolates do
consumer prefer.
To know what type of information do customers want shown
on food label?
 The central issue: ‘What’ or ‘how many’.
 2.1.3 Hypothesis Testing (Analytical or explanatory)
 Beyond describing the characteristic.
 To analyze and explain WHY of HOW the phenomenon
is happening.
 Explain the nature of relationship (causal or
correlational) or establish the differences among groups.
 Examples:
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To know the relationship between size of company and level
of turnover.
To know the factors that contributed for on-line purchase.
To know whether female workers less productive than male
workers
2.2 Quantitative & Qualitative
Research
 Refer to the approach or process of a research
 The choice will be influenced by:
 Nature of research project
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Quantitative: Normally applied in descriptive & hypothesis testing
research.
Qualitative: Normally applied in exploratory research
 Type of data available
 Research problem/question:
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‘What’, ‘How Many’: Quantitative
 What is the relationship between mentorship and
performance?
 What is the level of technology transfer in PHEI?
‘What,’ ‘Why’, ‘How’: Qualitative.
 Example: A study on knowledge sharing:
 How and why are various tools used?
 What is the impact of those tools on decision making?
 How does information flow in an organization?
 What factors influence knowledge exchange?
2.3 Applied & Basic Research
 Applied Research:
 Research done with the attention of applying a result of
the findings to solve a particular problem faced by a
particular organization.
 To solve practical problem
 Basic Research:
 Research done chiefly to enhance the understanding of
certain problem that commonly occur in organization
setting.
 The understanding applies to all of business in general.
 To solve theoretical problem and to generate more
knowledge.
2.3 Applied & Basic Research
Applied Research Issues
Basic Research Issues
How the acquisition of Volvo by Geely
affects the image of the brand?
How does technological turbulence
affect business performance?
How would imposing a 360 degree
evaluation system affect employee
satisfaction at UTM?
Does job stress affect the job
performance and satisfaction?
What factors that relate to intent to
leave the current position at HAS
Hospital?
What is the relationship between the
implementation of Total Quality
Management (TQM) and innovation
performance?
2.4 Deduction & Inductive Research
 Deductive Research:
 Conceptual & theoretical structure is developed and
then tested empirically.
 We arrive a reasoned conclusion by logical
generalization of a known fact.
 Moving from general to a particular.
 The researcher develop a thorough understanding of the
relevant knowledge based, and from this he or she
develops some kind of theory that can be evaluated by
the testing of hypothesis.
 Example: You may have read about theories of teamwork
(i.e Tuckman’ s TwT)and wish to test them in your
workplace.
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Process: Identify ProblemLiterature ReviewDevelop
ModelTesting (Collect & Analysed data)
Approach: Underpinning Theory
2.4 Deduction & Inductive Research
 Inductive Research:
 Theory is developed from the observation of empirical reality.
 The approach observes events and then attempts to explain
them.
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Establish a general proposition (theory) based on observed facts.
Moving from specific to general.
 The underlying logic: If an observer sees the same apparent
functional relationship between two variables over and over
again, it seems logical to assume that they may have
relationship between two variables.
 Example:
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You observed that the level of workers’ morale go down after 4 hours
of the shift and you conclude that morale level vary with length of
time worked.
 Approach: Grounded Theory
3.0 Overview of Research Process
• Choose a general subject area and search the literature
• Observation
• Literature Review
• Define Research Problem/Research Questions - Gap
• Literature Review: Develop concepts and constructs, model and Hypothesis
• Design the research, Accomplish the research proposal
• Collect Data
• Analyze & Interpret data. Make up a conclusion.
• Refinement of theory (basic research) or Implementation (Applied Research)
• Finish our write-up
• (Have to start writing up as soon as the early stages of the project- Since Day 1)
4.0 Indicative Structure of a Thesis
Chapter
1.
Introduction
 Background &Purpose of the study.
 Research Problem, Research Questions, Research Objectives
 Significant of the study
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of report
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2. Literature Review
Evaluation of the existing body of knowledge on the topic
Theoretical Framework (if applicable)
demonstrate an adequate understanding of the debates in the literature on the
topic
 Hypothesis formulation (if applicable)
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3. Methodology
Research Design
Purpose of study (exploration/Description/Hypothesis Testing?), Sampling,
Unit of measurement, Measurement, Data collection Method, Data Analysis
Techniques
Justification for choice of methods
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4. Finding/Result
Presentation & Discussion
5. Conclusion
Summary of what you found out in relation to each research question
Your contribution to knowledge
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