Unit 2 Research Process and Strategy

Research Methodologies Question 1: What is quantitative research?

Response: Quantitative research is the investigation and the measurement of quantities. This kind of research methodology is typically associated with observations and quantitative validation. Quantitative research includes performing an experiment, recording observations, and statistically analyzing the results.

Typically, a survey instrument or experiment is conducted providing the researcher with the ability to analyze and assess the information collected. A couple of examples of quantitative research are conducting a marketing survey to determine the primary kinds of brand products that customers purchase or performing a pharmaceutical experiment to test the effectiveness of a new drug.

Question 2: What is qualitative research?

Response: Qualitative research does not necessarily rely on measurements or quantitative information. Qualitative research involves studying a problem and the organization of a topic, subject, or a behavior to gain further understanding of what is being researched.

Typically a case study design approach is used with this research methodology. Data are gathered from documents, interviews, and observations. Two examples of qualitative research are study of the qualities of a good leader and studying an organization's culture, work flows, or operations.

Question 3: What is mixed methods research?

Response: Mixed methods research typically employs both the quantitative and qualitative research approaches. Qualitative and quantitative data are collected and analyzed. This diverse information is used to support and validate a research question.

One example of mixed methods research is a project that provides a case study of an organization and implements a survey instrument that can be statistically or quantitatively analyzed. The case study documents the organization, structure, culture, operations, and other characteristics. The survey instrument measures the productivity of the organization's current configuration. The data are then integrated and triangulated to answer a research question or validate a hypothesis.

Question 4: What is action research?

Response: Action research is an iterative research process initiated to solve a situation or problem. Action research is not a new methodology. It has been practiced within the quality improvement and business operations areas for many years.

One example of an action research project involves trying to solve or improve a

business process that requires a cross-functional team to find a resolution. The team is established, the problem is identified, data are collected, and changes or modifications are made and observed. Based on the results, the process begins again to continue optimizing the business process.

Question 5: Is one research method better than another?

Response: One methodology is not better than another. The methodology used should be determined by the kind of problem or research question that is under examination or being studied. Nevertheless, it is highly possible that if the wrong approach is used, it could invalidate the research effort, the results, or prevent the subject or topic of study from being properly analyzed.

One example of such a problem is a case study or qualitative research approach used to determine if people buy more red shoes or blue ones. Without a survey, direct observation, or customer interviews, the research question cannot be positively validated.

Question 6: Is there a process or strategy that must be developed for each of the research methodologies?

Response: Each research methodology needs to be carefully planned and detailed. The topic or subject under study and the research question or hypothesis must not be too broad. If the topic, subject, question, or hypothesis is too broad, the results of the research project will be inconclusive; however, these elements must not be too narrow, otherwise they will limit the scope and not support the intent of the research project. It may take some time to develop and fine-tune the topic to ensure that it is worded properly, has the appropriate scope and intent, and it is a researchable topic or subject.

Question 7: What is an example of a research strategy and plan?

Response: Each research methodology must have a strategy and plan. The plan is the research proposal that details how the research will be conducted, the research methodology that will be used, the research question and hypothesis, and the analysis and reporting approach.

The proposal must thread each of the major parts of the research project together, as well as indicate how the research will support the research question. A way to ensure that you have a solid plan is to create a road map or box diagram that identifies all of the major milestones and visually illustrates the entire research process for your research effort.

Question 8: Why is ethics an important aspect of research?

Response: Ethics reflect both the credibility and integrity of the individual and the

organization. In research, it is extremely critical because it impacts the validity of the research as well as the results. Ethics in research touches on honesty, intellectual property, use of human subjects, confidentiality, and social responsibility. All of these topics must be considered for each and every research project.

The importance of ethics in the research process is illustrated by an organization that is performing marketing research for a company that is developing a very unique product. Improperly protecting information regarding the research could adversely impact the profitability of that company and could even have a severe impact on the company's survival in the marketplace.

A way to ensure that you have identified potential ethical challenges is to create a matrix of the issues with suggestions of how you will resolve each potential issue. If you use this technique, make sure you cover each step in the research process of the project.

Question 9: What is the impact of ethics on research?

Response: Ethics and ethical behavior need to be considered throughout the research process. For example, suppose the research findings for a medical study are exaggerated. This unethical behavior could lead to basing a critical procedure on exaggerated research or developing a new medicine under unethical pretenses. The exaggeration could lead to severe issues with a patient or even result in a patient's death.

Ethics also impact personal credibility. If unethical behavior is discovered on a research project, it will impact you and your team's credibility. Once lost, credibility is very difficult to get back, and your audience, customer, or organization may lose confidence in your ability to conduct research.

Question 10: Can the results or even the research project results be made null and void over an ethics-related issue?

Response: This is probably one of the most serious issues. A research project considered invalid or considered to have reached invalid results not only affects the credibility of the researcher and the team but could also impact the customer, delay valuable research findings, and have a severe financial impact.

All research must be carefully planned. The plan needs to be followed, and due to the sensitivity of the results, the information gained must be carefully controlled and protected.

Conducting periodic research reviews is a good way to help identify any ethical research issues. If you are working on a team, you can hold a team review. If you are the only researcher, you can ask others to review the information as you proceed through the research process.