Business Research, MBA Nguyễn Đình Như Hà

BUSINESS RESEARCH METHOD
“If you can't make it good, at least make it look good.”, Bill Gates

Requirements and expectations
- Regular attendance is expected and required.
- Using laptop is regularly required in each lecture.
- Students have to prepare the new lessons before
going to the class.
- Students are assigned to do exercises provided in the
book, and report the findings to the lecturer.

Assessments
Formative assessment (60%)
• Attendance: 1 point
• Class participation: 2 points
• Research proposal: 2 points
• Presentation tasks: 5 points
• Research proposal. An individual proposal of research
project is to be submitted, describing your interest to
certain topic in business management, such as finance,
marketing, human resources, operations, or strategy.
Final test (40%)
Summative assessment = [1] x 60% + [2] x 40%

Regulations of research papers
To be accepted, all papers must follow regulations in
the syllabus included:
•Guidelines for Written Work, Assessment, and
Plagiarism
•APA Citation Guide
Sample papers can be downloaded from the site
https://www.mediafire.com/folder/acp36jy2ylipa/B
usiness_research_-_MBA_Nguyen_Ha

Course book and references
Course book: Smt. U. Sreevidya, Smt. Sumitha, and Dr.
K. Venugopalan (2011). Business research methods.
University of Calicut.
References:
•Tr n Ti n Khai (2014).ầ ế Ph ng Pháp Nghiên C u Kinhươ ứ
T Ki n Th c C B n.ế ế ứ ơ ả Đ i H c Kinh T TP. H Chíạ ọ ế ồ
Minh.
•Phan Thanh H ng, Nguy n Th Nhung (2010).ồ ễ ị Bài
Gi ng H ng D n Th c Hành SPSS.ả ướ ẫ ự

Week Contents Materials
1
Syllabus
Chapter 1: Introduction to research (p. 5 – 8)
1.Handouts
2.Smt. U. Sreevidya, Smt. Sumitha, and Dr. K.
Venugopalan (2011). Business research methods.
2
Chapter 1: Introduction to research (p. 9 – 12)
Chapter 2: Planning of research and research
process (p. 13 – 19)
Smt. U. Sreevidya, Smt. Sumitha, and Dr. K.
3
Chapter 3: Research design
(p.20 – 30)
Task: Summarize journals
1. Smt. U. Sreevidya, Smt. Sumitha, and Dr. K.
Venugopalan (2011). Business research
methods.
2. Journals
4
Chapter 3: Research design
(p.31 – 41)
Task: Summarize of journals
2.Journals
5
Discuss proposals
Draft questionaire Laptop

6
Introduction to SPSS software
Process data on Excel
1. Phan Thanh H ng, Nguy n Th Nhungồ ễ ị
(2010). Bài Gi ng H ng D n Th c Hànhả ướ ẫ ự
SPSS.
2. Laptop
7
Present proposals
Conduct the questionnaire at class
8
Chapter 4: Measurement and scaling (p.42
– 49)
Process data on SPSS software
methods.
2.Phan Thanh H ng, Nguy n Th Nhung (2010).ồ ễ ị
Bài Gi ng H ng D n Th c Hành SPSS.ả ướ ẫ ự
3.Laptop
9
Chapter 4: Measurement and scaling (p.49
– 58)
methods.
2.Phan Thanh H ng, Nguy n Th Nhung (2010).ồ ễ ị
Bài Gi ng H ng D n Th c Hành SPSS.ả ướ ẫ ự

10
Chapter 5: Data processing
(p. 59 – 68)
methods.)
2.Phan Thanh H ng, Nguy n Th Nhungồ ễ ị
(2010). Bài Gi ng H ng D n Th c Hànhả ướ ẫ ự
SPSS.
3.Laptop
11
Chapter 5: Data processing
(p. 69 – 84)
methods.
12
Chapter 6: Research report
(p. 85 – 98)
methods.
13 Individual presentation
14 Individual presentation
15 Review, announcement of formative assessment

CHAPTER 1: INTRODUCTION TO RESEARCH
What is business research?
Re and search forms a noun describing a careful,
systematic, patient study and investigation in some field
of knowledge and so on.
A research doesn’t require to have ideal solutions but it
may give rise to new problems requiring further research.
 Business research refers to systematic collection and
analysis of data with the purpose of finding answers to
problems facing management.

Features of research
• the discovery of new knowledge
• an investigation
• the solution of a problem
• an observation or experimental evidences.
• find out answers for unsolved questions

Importance of research
• Produce knowledge that can be applied outside a research
setting.
• Allows consumers and producers to become more familiar
with the products, goods, and services.
• Allows for improvements based on greater information and
study
• Research helps in problem solving

Purpose / Aims / Objectives of Research
• Find out the truth
• Advance systematic knowledge and formulate basic theories
about the forces influencing the relation between groups
• Improve tools of analysis
• Understand social life

Types of research
1. Fundamental (or Basic) and Applied Research
 Basic research is designed to understand the underlying
principles behind human behavior.
For example: [1] you might try to understand what
motivates people to work hard at their jobs.
[2] A study into the role of US Federal Reserve into the
emergence of global economic crisis of 2007 – 2008

 Applied research is research designed to
solve a particular problem in a particular
circumstance
For example: [1] determining the cause of
low morale in a given department of an
organization
[2] Ways to market products

2. Descriptive Research and Analytical Research
 Descriptive research may be characterized as simply
the attempt to determine, describe or identify what
is.
For example
[1] What are the most effective intangible employee
motivation tools in hospitality industry in the
21st
century?
[2] What is the impact of viral marketing on consumer
behaviour amongst university students in Canada?

 Analytical research use facts or information already
available and analyze these to make a critical
evaluation of the material.
For example
[1] Factors affecting behavior at Vingroup

3. Quantitative Research and Qualitative Research
 Quantitative studies measure variables with some
precision using numeric scales.
For example, you might measure a person's height and
weight. Or you might construct a survey in which
you measure how much respondents like President
Clinton, using a 1 to 10 scale.
* Quantitative research : Nghiên c u đ nh l ngứ ị ượ

 Qualitative study is an approach which seeks to
understand , by means of exploration, human
experience, perceptions, motivations, intentions and
behavior.
For example, you might talk to ten female executives
about their the decision-making process behind their
choice to have children or not, and if so, when.
* Qualitative research : Nghiên c u đ nh tínhứ ị

CHAPTER 2: PLANNING OF RESEARCH AND RESEARCH PROCESS
What are involved in the research process?
1. identifying, evaluating and formulating the research
problems
- identify and formulate the problem arising at work / future job
/ any fields of life

2. Extensive Literature survey
-Examine available literature, both conceptual and
empirical (experiences)
+ conceptual literature deals with concepts and theories
+ empirical literature contains studies made earlier

3. Writing a primary synopsis (summary)
-Write a synopsis of the topic selected for research work
mentioning the summary of what is done.
4. Identifying and labeling variables
- Choose what is dependent and independent variable

5. Setting up the hypothesis
- After identifying and labeling variables, research must
set up the hypothesis for variables.

6. Preparing the research design
- Prepare the sources and types of information relevant to
the research problem.

7. Determining the sample for the research
- Determine the sample which is relevant and suitable for
the research to be continued.

8. Collecting the data
-Common methods of collecting the data:
+ observation method
+ direct personal interview method
+ telephone interview method
+ questionnaire method
+ schedule method

9. Execution of the project
-Make necessary preparation for successful conduct of
the project
10. Processing, analysis and interpretation of data by
SPSS software
- SPSS software is considered as the most successful
method in order that the research has reliable results.

11. Testing the hypothesis
-Depending upon the nature of data and conclusion to be
arrived one or two of these tests can be applied.
-Testing the hypothesis will result in either accepting or
rejecting the hypothesis.
12. Preparation of the report or thesis
-A report is a summary of important ideas / results to
prove the research.
-Preparing the background knowledge related to the
research must be followed strictly.

PRACTICE 1
• find out the research topic
• determine and identify the variables
• set up the hypothesis
It requires all students to report individually
It requires all students to choose these ones for the
final research.
Group presentation
[page 15 – page 19]

CHAPTER 3: RESEARCH DESIGN
Making an outline what you are going to do is like glue sticking the entire
process of research.
Essentials of research design
+ the design should be an activity and time based plan
+ it is based on research question
+ it guides the selection of resources and information
+ it drafts a framework for the relationship between variables
+ it outlines procedures detailed
+ it’s helpful in terms of being efficient and economical
+ it can be changeable
+ it must be adequate

Type of research design
“You cannot put the same shoes on every foot” - Syrus
Three traditional categories of research design
-ExploratoryExploratory
-Descriptive
-CausalCausal
The choice of types depends on the objectives of
research.

Experiments
Checking whether one or more independent variables
affect (s) the dependent variable.
An experimental design is a procedure for checking the
change in the dependent variable may be solely attributed
to a change in an independent variable.

Sampling design
Sampling is concerned with the selection of a
subject of individuals from the whole population.
The reasons why choosing sampling is important
-The cost is lower than choosing the whole
population
-Data collection is easier and faster.

Steps in sampling design
1. Define the population
2. State the sampling frame
3. Identify the sampling unit
4. State sampling method
5. Determine the sample size
6. Spell out the sampling plan
7. Select the sample

Characteristics of good sample design
1. Representative
2. Viable
3. The selected sample design should not cause more
errors
4. A good sample design able to control systematic bias
efficiently
5. Well – selected sample can help researcher use
confidently
 Note
- Students must inform the sample evidently.

Criteria of selecting a sampling procedure
1. Nature of the problem
2. Goal of researchers
3. Geographical area
4. Size of the population under study
5. Extent of fact available about population
6. Availability of funds
7. Available time for study
8. Desired reliability of the result

Data collection
Good data collection involves:
+ follow the defined sampling process
+ keep the data in time order
+ note comments and other contextual events

Primary data is collected for the first time.

1. Observation
2. Interview
3. Questionnaire
4. Experimentation
5. Use of telephone
6. Mail survey
7. Focus group discussion
8. Schedule
9. Simulation
10. Panel method
11. Projective method
12. Sociometry
13. Content analysis
Methods of data collection
Discuss the pros and cons of
each method

CHAPTER 4: MEASUREMENT AND SCALING
The term of scale is generally used for
indicating measurement something.
- emotional, attitude, faiths are not measurable
directly.
Common scales used in research
- Nominal scale, ordinal scale, interval scale, ratio
scale

• Quantitative research
- Ratio scale (thang t l )ỷ ệ
- Interval scale (thang đ nh kho ng)ị ả
• Qualitative research
- Ordinal scale (thang đ nh h ng)ị ạ
- Nominal scale (thang đ nh danh)ị

• Nominal scale
Nominal scales are used for labeling variables,
without any quantitative value. “Nominal”
scales could simply be called “labels.”

• Ordinal scale
it is the order of the values is what’s
important and significant, but the
differences between each one is not really
known

• Interval scale
Interval scales are numeric scales in which
we know not only the order, but also the
exact differences between the values

• Ratio scale
it comes to measurement scales because
they tell us about the order, they tell us
the exact value between units

Essentials of scaling
1. Continuum means judging the scalability of the
phenomenon
2. Reliability means that it should consistently produce
the same results when applied to the same design
3. Validity implies correct measurement
4. Weighting items means proper weights are to be
provided to the attributes involved in the study
5. Equality of units is a desirable characteristics but not
essential for sound scientific procedure.

Measurement
Measurement is a systematic way of assigning
numbers or name to objects and their attributes.
-Some rules of measurement
+ a rule is a guide for us
+ operational definitions help us to specify the
rules for assigning the numbers.

Find out more explanation about scales
http://rces.info/sinh-vien-kinh-te-nckh/cac-loai-thang-do-

Likert scale
A Likert-type scale assumes that the strength/intensity
of experience is linear, i.e. on a continuum from
strongly agree to strongly disagree, and makes the
assumption that attitudes can be measured.
Respondents may be offered a choice of five to seven
or even nine pre-coded responses with the neutral
point being neither agree nor disagree.

For example:
I believe that ecological questions are the most
important issues facing human beings today.
Strongly agree / agree / don’t know / disagree / strongly
disagree
Each of the five (or seven) responses would have a
numerical value which would be used to measure the
attitude under investigation.

Developing a questionnaire
1. Open – ended questions
- The respondent is asked to provide his own
answers
2. Closed – ended questions
- The respondent are offered a set of answers to
select.
3. Multiple – choice questions
- The respondent are asked to select one or more
of the alternative given.

4. Dichotomous questions
-The respondent is asked to choose only one from
two responses
5. Contingency question
-The respondent are asked to answer the related
questions of same issue.
Example:
Do you fall in love with someone? Yes No
If yes, how many people have you fallen in love
with

Question Writing
• Target the vocabulary and grammar to the
population be surveyed.
–For studies within a specific organization, use the
jargon used in that organization.
–Be careful to avoid language that is familiar to you,
but might not be to your respondents. Avoid
unnecessary abbreviations.

• Avoid ambiguity, confusion, and
vagueness.
–Make sure it is absolutely clear what you are
asking and how you want it answered.
–Avoid indefinite words or response
categories.

• Avoid emotional language, prestige bias
and leading questions
–Watch out for loaded words that have a
history of being attached to extreme
situations.
–Watch for prestige markers that cue the
respondent to give the "right" answer.
–Avoid leading questions.
–Avoid loading questions with extra
adjectives and adverbs.

• Avoid double-barreled questions
–Make each question about one and
only one topic.
• Don't assume the respondent is an
expert on themselves (unless you
have no choice)

• Avoid asking questions beyond a
respondent's capabilities
–People have cognitive limitations,
especially when it comes to memory of
past events.
–It is pointless to ask people about things
that are not natural ways for them to think.

• Avoid false premises
• Avoid asking about future intentions
(if you can)
• Avoid negatives and especially double
negatives

Common format of a questionnaire
i) Introductory part
- Introductory information about the problem
under investigation and the researcher’s
name ..
- General information about respondent like
address, age, sex, education and so on.
- The date, place, time of interview if available

ii) contents
-Give instructions to the entire questionnaire
-Format the questions in formal, familiar ways
-Divide parts related to each content if
necessary
iii) conclusion
-Words of appreciation in short a phrase or
sentence

CHAPTER 5: DATA PROCESSING
Data processing is a statistical method in which the
collected data is organized, processed and
interpreted.
Processing stages
-Editing
-Coding
-Classification
-Tabulation

Editing
- It is the process of examining the data collected
through various methods to detect errors and
correct for further analysis.
- In case of any errors, the data should be
collected again.

Coding
- Coding is the process by which the response
categories are summarized by numerals or other
symbols to carry out subsequent operations of
data analysis.
- Steps in coding
1.Study the answer and group questions
2.Develop a coding frame
3.Prepare a coding manual with the detail of
variable names …

Classification
- Classification is the process of reducing
large mass of data in to homogeneous
groups for meaningful analysis.
- It divides data into different groups or
classes according to similarities and
dissimilarities.

Objectives of classification
1. To organize the data into concise, logical and
intelligible form
2. To take the similarities and dissimilarities
3. To facilitate comparison between various
classes of data
4. To help research in understanding the
signification and meaning of data
5. To facilitate analysis and formulate
generalizations

Tabulation
- Tabulation is the way of arrangement of data in
rows and columns. It is much easier to read and
understand.
- It is the stage between classification of data and
final analysis.

Rules of tabulation
http://ptit.edu.vn/wps/wcm/connect/20ee7200408d4
bf4a557ff9171cb7767/Phu+luc+VII-
mau+trinh+bay+luan+van.pdf?
MOD=AJPERES&CACHEID=20ee7200408d4bf4a557ff91
71cb7767

Graphs and diagrams
- Graphs and diagrams are one of the methods
which simplifies the complexity of quantitative
date and make them easily intelligible.

3. Circle charts or pie diagram

Analysis of data
- Data analysis is considered to be highly skilled
and technical job.
- The data is processed as followings:
1. Cronbach’s Alpha
2. Descriptive statistic
3. Hypothesis testing – Linear Regression

Purpose of analysis
1. Summarize large mass of data
2. Make descriptions to be exact
3. Aid the drawing of reliable inferences from
observational data
4. Facilitate identification of the casual factors
5. Help making estimations or generalizations
from the results
6. Prove the value of research

CHAPTER 6: RESEARCH REPORT
- A report is a detailed description of what has
been done and how it has been done with respect
to a particular area or topic.

Need for research report
- The research of knowledge
- Evolve a theory or a principle
- Exchange of ideas or thoughts
- Make specific recommendation for course of
action
- Prove research ability of a candidate

Qualities of research report
• Clarity
• Continuity
• Consistency
• Brevity
• Readability
• Interest and appeal
• Judicious selection of materials
• Concentrate on main / central ideas
• Proper reference

Parts of a research report
1. Prefatory items
2. Introductory part
3. Content / results of the work
4. Concluding part / end items / terminal items
Students present each parts in detail

1. Prefatory items
• Title page
• Researcher’s declaration
• Certificate of the research guide
• Acknowledgements
• Contents
• List of abbreviations
• List of tables
• List of figures
• Appendix

2. Introductory part
• Introduction – A brief explanation of the
beginning of the problem
• Motivation of the research
• Research problem statements
• Purpose of the research
• Scope of the research
• Significance of the research
• Limitation of the research
• Literature review
• Research model and hypothesis

3. Results of the work
• Cronbach’s Alpha
• Descriptive Statistic
• Hypothesis testing
• summary

4. Concluding part
• Summary of the results
• Discussion and recommendation
• Limitation
• References
• Appendix

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