INTRODUCTION TO
RESEARCH
1–1
Who is he?
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About this lecturer...
Book/Chapter in book/Monograph :
2. Lim, H.E., Russayani, I. & Yusnidah, I. (2014). The implications of graduate labor
market performance in designing a student loan scheme for Malaysia. Chapman, B.,
Timothy, H. & Stigliz, J.E. (Ed.). Income contingent loans: theory, practice and
prospects. USA: Palgrave Macmillan.
Research Defined
• Research is the application of the scientific
method in searching for the truth about a
phenomena.
• The process includes:
idea and theory development
problem definition
searching for and collecting information
analyzing data
communicating the findings and their implications
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Research Defined
• Sciences: knowledge obtained systematically,
objectively, logically– can be tested empirically.
• This definition suggests that research
information is:
not intuitive or haphazardly gathered
accurate and objective
relevant to all aspects of the phenomena
limited by one’s definition of phenomena
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Applied and Basic Business Research
• Basic research (also called pure research)
conducted without a specific decision in mind that
usually does not address the needs of a specific
organization.
Attempts to expand the limits of knowledge in general.
Not aimed at solving a pragmatic problem.
Example:
Do consumers experience cognitive dissonance in low-
involvement situations?
Does employee tenure with a company influence
productivity?
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EXHIBIT 1.1 A Summary of the Scientific Method
Approaches to Research
Quantitative research
Qualitative research
Deduction
Induction
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Kolb’s learning cycle:
Concrete Experiences
Formation of Abstract
concepts & Generalisations
DEDUCTION INDUCTION
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Quantitative research (cont.) Qualitative research
• Data are in the form of numbers • Data are in the form of words
from precise measurement from documents, observations
and transcripts
• There are generally many cases • There are generally few cases or
or subjects subjects
• Procedures are standard, and • Research procedures are
replication is assumed particular, and replication is rare
• Analysis proceeds by using • Analysis proceeds by extracting
statistics, tables or charts, and themes or generalisations from
discussing how what they show evidence and organising data to
relates to hypotheses present a coherent, consistent
picture.
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Theory Building
• Deductive Reasoning
The logical process of deriving a conclusion about a
specific instance based on a known general premise
or something known to be true.
• Inductive Reasoning
The logical process of establishing a general
proposition on the basis of observation of particular
facts.