Business Research A practical guide for undergraduate and postgraduate

students
By Jill Hussey and Roger Hussey
Why read this book?
Explains the different aspects and stages of conducting business research
simply and clearly and in a logical sequence
Ch 1 Understanding research
Definition of research
= a process of enquiry and investigation, it is systematic and methodical, it
increases knowledge
Purpose of research
To review and synthesise existing knowledge
To investigate some existing situation or problem
To provide solutions to a problem
To explore and analyse more general issues
To construct or create a new procedure or system
To explain a new phenomenon
To generate new knowledge
A combination of any of the above
b
Qualities of a good researcher
PERSEVERANCE
Communication skills
Intellectual skills
o Knowledge/memory: ability to recall facts, practical techniques, laws
and theories, simple calculations
o Comprehension: ability to translate data from one form to another (e.g.
verbal into mathematical), interpret or deduce the significance of data
o Application: ability to apply knowledge, experience and skill to a new
situation presented in a novel manner
o Analysis: ability to break down info into its various parts
o Synthesis/creativity: ability to build up info from other info
o Evaluation: ability to make qualitative or quantitative judgements, to
set out a reasoned argument, to criticise constructively
Information technology skills
o Using Word/WordPrefect to
Design page layout (margin widths, page length, line spacing,
justification of text)
Highlight text using different sized fonts, italics, bold and
underline
Move a section of text to another part of the doc
Insert and delete text so that changes can easily be made
Search for and replace text
Spell check, grammar check

Count words
Merge print files
Organisational skills
o Time management
o Time table for our research
Motivation
Independence
Personal strengths and weaknesses checklist
o
Knowledge
Awareness of different assumptions about the world
Awareness of methods of data collection
Awareness of different methodologies
Knowledge of immediate subject of study
Knowledge of related subjects/disciplines
Knowledge of key networks and contacts in chosen field
o Skills
Ability to plan, organize and manage own time
Ability to search libraries and other sources
Ability to gain support and cooperation from others
Ability to structure and argue a case in writing
Ability to defend and argue views orally
Ability to learn from experience
o Personal qualities
Awareness of own strengths, weaknesses and values
Clarity of thought
Sensitivity to events and feelings
Emotional resilience
Flexibility
Creativity

Types of research
Exploratory, Descriptive, Analytical, Predictive
Quantitative approach
o Objective, concentrates on measuring phenomena
o Collecting and analyzing numerical data and applying statistical tests
Qualitative approach
o Subjective
o Examining and reflecting on perceptions in order to gain an
understanding of social and human activities
Deductive and inductive research
The research process
Identifying a research topic
Defining the research problem
o Leads to setting the research questions
Determining how to conduct the study

Research paradigm (=the progress of scientific practice based on ppls

philosophies and assumptions about the world and the nature of
knowledge about how research should be conducted)
Collecting the research data
Analysing and interpreting the research data
o Forms the major part of the project
o Methods depend on how you collected data quantitative or
qualitative
Writing the report
o Title should be descriptive but not lengthy
o Typical structure:
Introduction a precise explanation of what research is about,
why it is important and interesting; the research questions or
hypotheses should also be stated
Literature review a critical analysis of what other researchers
have said on the subject and where your project fits in
Methodology an explanation of why you collected certain data,
what data you collected, from where you collected it, when you
collected it, how you collected it and how you analysed it
Results a presentation of your research results
Analysis and discussion an analysis of your results showing the
contribution to knowledge and pointing out any
weaknesses/limitations
Conclusions a description of the main lessons to be learnt from
your study and what future research should be conducted
References a detailed, alphabetical or numerical list of the
sources from which information has been obtained and which
have been cited in the text
Appendices detailed data referred to but not shown elsewhere
o

Characteristics of a good research project

Good literature review
Sound primary research
Logical structure
Analytical
Theory integrated
Underpinned by conceptual framework
Integration between methodology, literature, analysis, conclusions etc.
(methodological rigour the clarity, appropriateness and intellectual soundness of
the overall methodology and the conduct of the study. Implies the application of
systematic and methodical methods in conducting the study and a careful, detailed,
exacting approach)
Ch 2 Dealing with practical issues
Skills you can acquire through a research project
Skills for independent research, such as problem identification, problem
definition, the ability to plan and execute a research project appropriate to

the problem under investigation; also the ability to collect and analyse data,
form conclusions and make practical recommendations.
Skills for effective communication, such as verbal and presentational skills as
well as written and organisational skills.
Knowledge of research methodologies, methods and analytical techniques.
Detailed knowledge of a particular topic, incl the literature published in that
area, its underlying concepts, theories and assumptions.
Personal skills, such as resourcefulness, flexibility, creativity and clarity of
thought, also the self-confidence that is gained as a result of managing an
independent research project.
The ability to critically analyse a situation and to draw conclusions.

Aims of an undergraduate research project:

To enable students to acquire analytical and problem-solving skills based on
evaluation and synthesis within a work environment or a simulation of a
practical situation
To provide for active learning where the student identifies and defines the
problem to be explored and the work to be completed, thus learning from the
experience, rather than passive learning methods
To develop skills for independent research
To develop the ability to operationalise a business problem or issue describe
it in such a way that it can be measured
Apply academic knowledge in the investigation of a business problem or issue
Managing the research
Setting a timetable
Stage in research process
Identifying research topic
Identifying research problem
Determining how to conduct
research
Collecting research data
Analysing and interpreting
research data
Writing dissertation or thesis
Total

Time
required (%)
15
10
10
20
20
25
100

o Allow some time for solving any problems you may encounter
o Write up notes straight away
Organising materials
o Name articles by the author so you can keep them in alphabetical
order
o Primary materials (questionnaires, transcripts, interviews) should be
numbered and dated and then filed in numerical order
o Organise random notes, quotations etc according to what chapter of
your report it goes under then you can add it in when you write up.
Networking

=setting up and maintaining links with individuals in business and academic

life during the course of your research.
o Keep all contacts might have to contact them again at later stages
o Write to individuals who have helped you along the way, thanking
them for their assistance easier to go back to them for the missing
data
Keeping records
o Essential to keep record of every article and book you read which
might be useful in your research the full reference
o Records of ppl you wish to send out letters/questionnaires to

Ch 3 Dealing with conceptual issues

Research paradigms
o Paradigm=the progress of scientific practice based on ppls
philosophies and assumptions about the world and the nature of
knowledge how research should be conducted
o universally recognized scientific achievements that for a time provide
model problems and solutions to a community of practitioners (Kuhn,
1962)
o Offer a framework comprising an accepted set of theories, methods
and ways of defining data.
o Three levels of using the term paradigm:
Philosophical level used to reflect basic belief about the world
Social level used to provide guidelines about how the
researcher should conduct his endeavours
Technical level used to specify the methods and techniques
which ideally should be adopted when conducting research
o Your basic beliefs about the world will be reflected in the way you
design your research, how you collect and analyse your data, and the
way in which you write your thesis.
o Two main research paradigms/philosophies
Positivist (aka
quantitative/objectivist/scientific/experimentalist/traditionalist)
Phenomenological (aka
qualitative/subjectivist/humanistic/interpretivist)

Assumption

Question

Quantitative/Positivist

Ontological

What is the nature of

reality?

Epistemological

What is the relationship

of the researcher to
that researched?
What is the role of
values?

Reality is objective and

singular, apart from the
researcher
Researcher is
independent from that
being researched
Value-free and
unbiased. Objects
studied remain
unchanged by study.

Axiological

Qualitative/phenomenol
ogical
Reality is subjective and
multiple as seen by
participants in a study
Researcher interacts
with that being
researched
Value-laden and biased.

Rhetorical

What is the language

of research?

Methodological

What is the process of

research?

Formal. Based on set

definitions. Impersonal
voice. Passive.
Deductive process.
Cause and effect. Static
design categories
isolated before study.
Context-free.
Generalisations leading
to prediction,
explanation and
understanding.
Accurate and reliable
through validity and
reliability.

Informal. Evolving
decisions. Personal
voice.
Inductive process.
Mutual simultaneous
shaping of factors.
Emerging design
categories identified
during research
process. Context-bound.
Patterns, theories
developed for
understanding.
Accurate and reliable
through verification.

Ontological is the world objective and external to the research or socially

constructed and only understood by examining the perceptions of the human
actors?
Epistemology what we accept as being valid knowledge. In quantitative research,
facts act to constrain our beliefs; while in interpretive research beliefs determine
what should count as facts. (Smith, 1983)
Axiological values.
Rhetorical the language of research. Especially important to consider when writing
up your research proposal and research report. I observed a group of employees...
vs Observations were made of a group of employees... In a positivist paradigm, the
research proposal should be written in future sense and the report in a past tense
(compared to present tense when using a phenomenological paradigm).
Methodological process of the research. Overall approach to the research process.
Positivistic paradigm
Based on the approach used in the natural sciences the social sciences
emerged towards the end of the nineteenth century.
Researcher should adopt the role of observers of an independent and preexisting reality, remaining distant when conducting their research and not
allow values and bias to distort their objective views.
Seeks the facts and causes of social phenomena, little regard to the
subjective state of the individual.
Logical reasoning
Precision, objectivity and rigour replace hunches, experience and intuition.
Laws provide the basis of explanation, permit the anticipation of phenomena,
predict their occurrence and therefore allow them to be controlled.
Phenomenological paradigm
Social scientists started arguing that natural and social sciences are different.
Natural sciences deal with objects which are outside us. Social sciences deal
with action and behaviour which are generated from within the human mind.
What existed in the social and human world was what we (investigators)
thought existed (Smith, 1983).

Understanding human behaviour from the participants own frame of

reference.
Social reality is within us the act of investigating reality has an effect on
that reality.
Subjective state of the individual focus on the meaning rather than the
measurement of social phenomena.

Paradigms and methodology

Methodology the overall approach to the research process, from the
theoretical underpinning to the collection and analysis of the data
o Why you collected certain data
o What data you collected
o From where you collected it
o When you collected it
o How you collected it
o How you will analyse it
Methods the various means by which data can be collected and analysed

Positivistic paradigm
Quantitative data
Large samples
Hypothesis testing
Data is highly specific and precise
Location is artificial
Reliability is high
Validity is low
Generalises from sample to population

Phenomenological paradigm
Qualitative data
Small samples
Generating theories
Data is rich and subjective
Location is natural
Reliability is low
Validity is high
Generalises from one setting to another

Credibility of the findings

Reliability
o Can the research finding be repeated and show the same results?
Validity
o The extent to which the research findings accurately represent what is
really happening in the situation
Generalisability the extent to which you can come to conclusions about one thing
(a population) based on info about another (a sample)
Positivistic methodologies
Cross-sectional studies to obtain info on variables in different contexts but
at the same time
Experimental studies in a laboratory or in a natural setting in a systematic
way

Longitudinal studies investigating the same situation/people several times,

or continuously, over a period of time (prob not possible for undergrad study,
but can base your research on secondary data from gov etc)
Surveys a sample of subjects is drawn from a population and studied to
make inferences about the population

Phenomenological methodologies
Action research to enter into a situation, attempt to bring about change and
to monitor the results
Case studies an extensive examination of a single instance of a
phenomenon of interest, understanding the dynamics present within single
setting
Ethnography the researcher uses socially acquired and shared knowledge to
understand the observed patterns of human activity, main method of
collecting data is participant observation
Feminist perspective challenging the traditional research paradigm from
the point of view of the politics and ideology of the womens movement
(Coolican, 1992)
Grounded theory generated by the observations rather than being decided
before the study
Hermeneutics paying particular attention to the historical and social context
surrounding an action when interpreting a text. It is assumed that there is a
relationship between the direct conscious description of experience and the
underlying dynamics or structures.
Participative enquiry research with ppl rather than on ppl, keeping
participants involved in the process of research will produce better quality
data
Triangulation mixing approaches, methods and techniques
Ch 4 Searching the literature
Generating a research topic
=the subject area in which you would like to conduct your research
Brainstorm the subject area to generate potential research topics
The literature search
=the process of exploring the existing literature to ascertain what has been written
or otherwise published on your chosen research topic, how previous research has
been conducted and how this impacts on your own research problem. Literature all
sources of published data
Increase your knowledge of the subject area and the application of different
research methodologies & help you focus your research topic, develop and
support it
Identify as many items of secondary data as possible which are relevant to
your research topic
Sources of secondary data: books, articles in journals, magazines and
newspapers, conference papers, reports, archives, published statistics,

companies annual reports and accounts, organisations internal records,

newspapers, films, videos and broadcasts, electronic databases, the internet
Literature review = a written summary of the findings from your literature
search. Provide the background to and justification for your research project
Not sufficient to merely describe other research studies need to appraise
critically the contributions of others and identify trends in research activity
and define any areas of weaknesses. Must show that you are familiar with the
literature on your chosen research topic
When ready to write your lit review:
o Define your terms
o Select only relevant material
o Group your material into categories
o Draw out the important features
o Make comparisons of results
o Be critical
o Demonstrate relevance to your own research
o Use the literature to set the context for your own research

Starting a literature search

Define scope, context and parameters
o Time: between certain dates, cut off of 5 yrs back?
o Geography: a single city, region, country or a comparison of more than
one of these
o Single or multidisciplinary approach: e.g. the application of IT in
accounting
o Single discipline, but multiconcept approach: e.g. the role of appraisal
in staff development
What sort of info you require
o Recent topics will not be covered in books search in journals and
newspapers
Tips for secondary research
o Times, Guardian, Financial Times, HMSO, Catalogue of British Official
Publications, Guide to Official Statistics, Sources of unofficial statistics,
Identify key words
Recording references Harvard
Reference all relevant articles you read with Harvard ref system straight away
References for articles:
o Porter, Michael E. (1990) Competitive advantage of nations, Harvard
Business Review, 68 (2), pp. 73-85, 87-93.
Reference for a book:
o Davidson, Alan B. (1994) The Pursuit of Business, London: Chapman &
Hall.
Reference for a chapter in a book
o Thorne, Sally (1994) Secondary Analysis in Qualitative Research:
Issues and Implications, in Morse, Janice M. (ed.) Critical Issues in
Qualitative Research Methods, Thousands Oaks, Sage, pp. 263-79.
Personal email

Author (date) Subject of message [email to recipients name], [Online]. Available e-mail: Recipients e-mail address

The literature review

An activity which helps guide and inform the research
Improve your knowledge of subject area, have a significant impact on your
research project, demonstrate your understanding
What was the purpose of the study and how does it differ from other studies
and my own research?
How was the research conducted and how does that differ from other studies
and my own research?
What were the findings and how do they differ from other studies and my
own research?
What were the limitations and weaknesses of the study?
Ch 5 Determining the research design

It is on the basis of your research proposal that your research study will be
accepted or rejected
Need a clear statement of the research the business problem
Identifying a research problem
o Must be achievable in terms of being manageable, given the resources
available and the time constraint and has to be sufficiently challenging
to meet the standards of the course
The purpose statement of the research
o Explains the general direction of the research
o Should identify the variables to be examined, the theory to be
employed, the methods and refer to the sample being studied.
Developing a the theoretical framework
o A collection of theories and models from the literature which underpins
a positivistic research study
o Examples of theories/models in business:
Ansoffs (1965) growth vector
Chaffees (1985) three models of strategy
Lewins (1951) force field analysis
Parasuramans (1991) service quality model
Porters (1985) value chain analysis
Porters (1980) five forces model
Shannon and Weavers (1949) communication model
Chaos theory
Game theory
Efficient market hypothesis
Defining research questions
o Expands on the purpose statement by providing detail
o Questions that identify the nature of the research problem or the issue
you focus on
o One or two big questions followed by no more than five to seven subquestions

Defining terms
o Should define each term when you first use it and ensure that you are
consistent in the way you use terms
Identifying limitations and delimitations
o In the research proposal these should be stated
Methodology
o Essential to recognise the paradigm you have selected for your
research and how that restricts your choice of methodology
o In your viva you will have to defend your selection
Determining the expected outcome
o Refer to the purpose of your research to come up with outcome

Writing the research proposal

A written account of the research topic you have chosen and why, a plan of
your future research and an explanation of how you will achieve it.
o Is my proposed research interesting, important and relevant?
o Who has already done work in this area?
o What are my aims and objectives, my research questions?
o How do I intend to conduct the research?
o Where do I intend to conduct the research?
o What is my timetable for conducting the research?
o What do I expect the outcome of the research to be?
The project title should be no longer than 12 words
Project objective/research problem should be one or two sentences long
Make certain that you will be able to find out the answers to your proposed
research questions
Clearly state any theories or assumptions you are using
Preliminary lit review a critical analysis of major research studies already
conducted and other key contributors the classical and most influential
pieces of research in the topic area
Research design should demonstrate how you will answer the research
questions. Why you have selected your research methodology, the methods
you will use to collect data, the techniques you will use to analyse the data.
Any weaknesses in your research design and how you intend to cope with
them. Statement of any resources you require e.g. special computer facilities,
access to particular organisations
Timetable anticipate completion date of each activity

Ch 9 Writing up the project

Planning the research report
Easier if you have been writing notes and rough drafts throughout the period
of your research

Brainstorm the main points chapters with sub-sections

Chapters need to be integrated to form a cohesive whole
Logical and clear structure
Usually no more than 3 sections i.e. 1.2.1
Typical structure of a research report
o Intro: a precise explanation of what research is about and why it is
important and interesting, the research questions should be stated
(10%)
o Lit review: a critical analysis of what other researchers have said on the
subject and where your project fits in (20%)
o Methodology: an explanation of why you collected certain data, what
data you collected, from where you collected it, when you collected it,
how you collected it and how you analysed it (15%)
o Results: a presentation of your research results (22%)
o Analysis and discussion: an analysis of your results showing the
contribution to knowledge and pointing out any weaknesses/limitations
(20%)
o Conclusions: a description of the main lessons to be learnt from your
study and what future research should be conducted (12%)
o References: a detailed, alphabetical list of the sources from which info
has been obtained and which have been cited in the text (1%)
o Appendices: detailed data referred to but not shown elsewhere
Writing style
o Keep sentences relatively short (no longer than 20 words), express
your thoughts as coherently as you can
o Dividing text into digestible chunks, interspersing with graphical
illustrations, use headings, sub-headings. Wide margins, clear layout.
o A new paragraph for each new idea
Prelims
o Title page, copyright, list of contents, list of figures and tables,
acknowledgements, declaration, abstract
o Should be in roman numbers
o Abstract
Short summary of the entire document 100 words. Introduce
the topic, describe how you did the research, discuss the results,
explain the implications of the results.
Introduction
o Intro and conclusion are the two first parts your examiner will read
very important
o Write intro after conclusions
o Intro will have four or five sections
o Start with a broad view of the general research area and then narrow it
down to explain where your research fits in (no great detail)
o A section explaining the aims of the research and your research
questions
o Final part of intro will be a guide to the subsequent chapters of the
report. Three or four paragraphs describing the content and purpose of
each chapter

First few sentences of the intro are crucial will attract readers
attention and set the tone of the entire document. Winkler and
McCuens (1994) strategies:
Use an appropriate quotation takes the reader directly into the
topic, then either support or refute the quotation. Make certain
that quotation is applicable to topic and that it leads on to the
development of an argument.
Pose a question draws the reader into your discussion.
Use an illustration capture your readers interest immediately if
carefully chosen.
Literature review
o Provide proof of scholarship show that you know the literature and
you have the intellectual capacity to read it and criticise it
constructively.
o Relevant material only
o Group material into categories and comment on the most important
features
o Compare results of different studies, picking out those which have the
most bearing on your research
o Set the context for your own study
o Be critical. Point out strengths and weaknesses of other research and
evaluate other studies, theories etc, with ref to your own study.
Methodology
Results
Analysis and discussion
o Restate the purpose of the research and the research questions
o Show that you can be self-critical discuss any weaknesses or faults in
your research design but also demonstrate that you have learnt from
the experience.
o Indicate how future studies might be conducted which would remedy
these deficiencies
o Seven main sections
Overview of the significant findings of the study
Consideration of the findings in light of existing research studies
Implications of the study for current theory
Careful examination of findings that fail to support or only
partially support your hypotheses
Limitations of the study that may affect the validity or
generalisation of the results
Recommendations for further research
Implications of the study for professional practice or applied
settings (optional)
Summary and conclusions
o While intro chapter should start broadly and then become focused,
final chapter should be the opposite
o Start by summarising main parts of research, then explain how it is
important for any further research in the same area, then why it is of
o

general interest and importance without being too ambitious of your

claims.
o Ensure that the first and last chapters complement each other same
key words and phrases ensure that conclusions either show that aims
have been achieved or explain why they have not.
o Suggested parts of conclusion
Restate the purpose of the research
Summarise the main points from results and show how they
address your research questions
Guidance on the implications of your research, who might be
affected by your findings and how that will affect behaviour,
attitudes and policies etc.
Do not offer new opinions
Identify weaknesses in your research and limitations of your
study
Suggest future research
Spend a long time on the last sentence. Aim for a convincing
ending.
Appendices

Standards/Marking criteria
Objectives clarity, relevance, achieved
Research design appropriate, rationale, assessment: reliable (replicable) &
valid (accurate)
Lit review relevant, sources
Data collection and analysis primary/secondary, relevant to objectives,
quality of analysis
Conclusions and recommendations persuasiveness/supported by evidence,
practicality/cost/imaginative
Presentation style/use of language, clarity, tables/diagrams/summaries,
length
Internal consistency continuity, objectives/conclusions
Integration of academic knowledge originality/initiative, a learning process
The viva
Individual oral examination
Starts with clarification questions or questions centred on some weaknesses
testing your knowledge
As the viva progresses, likely to become a discussion with the student taking
the lead in explaining the research expect you to know your subject
Need to be very familiar with your report know and understand the document.
Summarise

how is the quality of a good researcher

specify the types of research

how to motivate yourself in a study