Business Research Skills

Introduction

Business research skills have been very important in the competitive business environment and operation in order to achieve useful strategic decisions. The use of a reliable research is now seen as widely useful in various levels and fields like business, academic and medicines. In finding the hidden facts and exploring the past trend in any field in order to forecast the future trend, research is very much helpful. However, this study contains the examination of various facts regarding a research in a practical case. There will be discussions on research methodology, research proposal, research problems, data analysis, data sources, referencing, role of ethics, preparation of research for a seminar and some constructive feedback, all are related to the given case study of online shopping in UK.

Task 1

1.1   Assess different research methodologies with regard to the case study; online Shopping in the United Kingdom

In UK, consumer’s preferences are not the same. It varies from consumer to consumer, and that is why consumers buy from different online shops (Amin, 2009). So, in order to understand the buying pattern and preferred stores of individuals and families, and to determine the factors which influence the buying patterns of these customers, the following research methodology style can be followed:

Research methodology

Research methodology is about the formation of the research, which shows the way the research has been done. It contains research approach, philosophy, data collection method, sampling method, research types etc.

1.      Research philosophy: There are four types of research philosophy:

§  Positivism: related with uncovering the truth, where human is rational. It is also external, objective based and structured.

§  Realism: This philosophy is used in order to explore the reality and beliefs.

§  Interpretivism: Opposite of positivism research philosophy, where real facts are being highlighted.

§  Pragmatism: Multiple and external, used in both qualitative and quantitative analysis (Creswell, 2007).

2.      Research approaches: Research approaches are the plans and procedures for the research. There are two types of research philosophies:

§  Deductive research approach: In deductive approach, first some theories and hypothesis are developed, and then the research is done on based on those hypothesis and theories.

§  Inductive Approach: The inductive approach is used for testing new assumptions and theories, where first observations are done, then the theories are developed (Deshpande, 2001).

3.      Research Investigation: Investigation is all about finding the answer of the research. Research investigation is of two types:

§  Exploratory research investigation:  In exploratory research, the researcher haw already some idea about the topic of the research. He then tries to explore more on that field.

§  Descriptive research investigation: After the groundwork and basement for doing a research is established by the exploratory research, then the next phase is done by descriptive research.

4.      Research methods: Research methods are the way of conducting the research. Research method is of three types;

§  Quantitative method: Quantitative data are those data which can be measured numerically. Quantitative research is based on Quantitative data.

§  Qualitative research: The data which cannot be measured in numerical terms are known as qualitative data. Qualitative data are used in qualitative research.

§  Mixed research: In some research, the use of both qualitative data and quantitative data are done (Brunt, 2007).

5.      Data collection methods: No research can be done without data. That is why data is called the raw material of any research. Data can be collected in two way:

§  Primary data collection: Primary data are those data which have not been collected and analysed before. These data have not been processed earlier.

§  Secondary data collection: Secondary data are those data which have already been collected, analysed and processed.

6.      Sampling method: To select the appropriate sampling technique and sample size, the following options are available:

Probability sampling: Probability sampling is of three kinds:

§  Random sampling: Each member of a group has equal probability to be selected

§  Systematic sampling: In order to pick a density number of record from the computer

§  Stratified sampling: Some groups of ‘stratum’ are selected, based on at least one common characteristic.

Non-probability sampling: It is of three types:

§  Convenience sampling: in case of performing an exploratory research.

§  Purposive sampling; Based on certain perspective.

§  Quota sampling: similar with stratified sampling

1.2   Justify the use of a research methodology to be used for the research proposal.

From the above discussion, it is clear that there is some good number of options available for conducting the current research. However, the researcher might select the appropriate research methodologies; otherwise the outcomes of this research will not be satisfactory (Brunt, 2007). So, the research methodology that is used to conduct this research is justified below:

1.      Selected research philosophy: In order to conduct the research on online shopping in UK, the positivism research philosophy will be used. This philosophy is used, because it is objective based and external. The research is a structured one, and the use of a high number of samples will be needed. This is why the positivism research philosophy has been used.

2.      Selected research Approach: The deductive research approach will be selected for conducting this study. The researcher will develop some research theories first, and then establish some research hypothesis. The whole research will be done based on these hypothesis and theories.

3.      Selected research investigation: The exploratory research investigation method have been used here to conduct this study. The researcher has already collected some assumptions from previous researcher on the same filed. He also has developed the research theirs.

4.      Selected research method: The mixed research method has been used here to conduct the study. The quantitative information has been collected from the interview with customers and managers of different online stores in UK. Qualitative information is collected from different printed books and online materials. The mixed research method fits perfectly the exploratory research investigation. That is why mixed method for this research has been used.

5.      Selected data collection method: The primary data for the research on the online marketing in UK have been collected by conducting a market survey from the sample. The sample would include customers and managers o different online stores in UK.

However, the secondary data would be collected from different books, journals, previously done reports etc. the combination of both primary and secondary data will result in a justifiable research outcome.

6.      Selected sampling technique the stratified sampling technique would be used here. The samples have first categorized under some stratum like ‘male’ and ‘female’, ‘age’, then the random sampling techniques have been sued by the researcher.

7.      Selected sample size:  The research will be done with a sample size of 100 including customers, marketers and store managers of different online stores in UK. However, this sample size has been selected based on a calculation.

Here is the Z score for the most common confidence levels:

•           90% - Z score= 1.645

•           95% - Z score = 1.96

•           99% - Z score= 2.576

Next, I have plugged the Z score of standard deviation and confidence interval into this equation:

Necessary sample = (Z score)* Standard Deviation * (1 – Standard Deviation) / (Margin of Error)

This is how the math works assuming a 95% confidence level, 0.5 standard deviation and a margin of error of +- 5% (Deshpande, 2001).

By applying this formula, to conduct the research study, the researcher has taken 100 as the sample size.

1.3 Discuss the importance of both qualitative and quantitative data in research.

Qualitative data

Qualitative data or research usually shares the theoretical assumptions regarding the interpretative paradigm (De Ruyter, 2008). It is dependent on the notion that the social reality is sustained and created by the subjective experience of people who are involved in communication (fryer, 2003). The importance of using qualitative data in a research is given below:

·         To obtain a more realistic feel form the collected data which cannot be found in numerical and quantitative data

·         To secure a flexible way for collecting data and information, also for subsequent analysis, and interpretation

·         To provide an all-inclusive view about the research phenomena that are under the investigation

·         To obtain the ability to interact with the research field by their own language and terms

·         To ensure a descriptive capability of the research issues based on the unstructured and primary data etc. (Kirk, 2007).

Quantitative data

Quantitative data are that information which can be expressed in numbers and numerical terms. As these data are in a numerical form, so calculations can be done in a lot easier way from these data. Different statistical tools and methods also are applied. However, the importance of using Quantitative data is described below:

·         To start the research problem in a very specific and set terms

·         To specify clearly and precisely both the dependent and the independent variables applicable for the research

·         To follow the original research structures, research goals, and objectives

·         To arrive more accurately to the research conclusions

·         To achieve a high level of reliability of the gather and analysed data

·         To eliminate the subjectivity of judgement etc. (Kealey, 2009).

1.4 Explain the problems that can arise when undertaking research

An essential and early step in the process of research is to find specific research problems. It is needed to be clear what can be the probable research problem. Identifying the research problem is vital, because it can influence the formation of the research. However, the following problems can be arisen while conducting a research:

1.      Ethical issues

Ethical issues are the most sensitive part of any research. Any research must not violate the ethical code of doing the research. Ethics should be maintained at its best possible level, because otherwise the research will not have any implementation.

2.      Problem of plagiarism

Sometimes, one can just copy the findings and materials form other’s research, but without proper permission.  This is known as plagiarism.

3.      Matters around the subject matter

This problem may arise due to a selection of topic which is controversial, contentious, sensitive and embarrassing.

4.      Matters around the participant

This type of problem may arise if the participants are select accordingly:

·         Too Young and children

·         Vulnerable people

·         Own colleagues

·         Participants from over researched groups etc.

5.      Matters around the researcher

If there exist a conflict of interest among the researcher, then this type of problem occurs.

6.      Physical or mental risk

7.      Risk to vulnerability

8.      Fear of disclosing inappropriate information

9.      Biasedness of the researcher etc. (Brunt, 2007)

Task 2

2.1 Justify the use of research sources

The present research is based on the examination of data in order to achieve the proper outcomes. Both the primary and secondary sources have been used here.

Primary sources are the sources from where the first hand data are collected. These data can be found in the result of a questionnaire, survey, original document, experiment findings, legal papers etc. Primary data should be used in research because I justify the opinion of the original entities and key persons (Creswell, 2007). Collection and use of primary data is vital, because these data are helpful in examining the present beliefs and it also composes a future trend based on the past events. Sometimes, the selection of primary data sources may be delicate. Before collecting data, the authenticity of the data might be verified (Brunt, 2007).

The secondary data are the data which are been analysed and collected before. They are also known as second hand data. Secondary data can be collected from online articles, books, journals, review literatures etc. the may be use of some experimental sources, for the justification purpose (Creswell, 2007). It contains the views and opinions of users, who already are experienced on the related research field. An appropriate size of sample should be selected by the researcher.

2.2 Evaluate the importance of using primary information sources

Access into the past is provided by the use of primary sources. Primary information sources provide unfiltered access to the record of social, political, artistic and scientific thought and the achievement that has been gained by the people lived during the period of study (De Ruyter, 2008).

Engaging students

Use of primary information sources helps the students to engage in some personal attachment with real events, and thus provide a deep understanding of the past. The use of first person experience makes the research attractable and interesting for the students.

Developing critical thinking skills

Many people are required to be both critical and analytical in their standard teaching purpose. By using primary sources, students can be taught of practically, and analytically. Also, sometimes primary sources are incomplete, so it requires the researcher creativity and critical ability to find the pattern of the research.

Constructing knowledge

Use of primary information sources requires researcher to compare the bookish knowledge with the practical scenario. By forming reasoned conclusions, the researcher constructs the level of knowledge form a practical situation. Also, when the bookish knowledge plus the practical knowledge combines together, a strong base for knowledge is constructed (De Ruyter, 2008).

2.3 Describe a recognised system for referencing

Use of referencing is very much important for research. A researcher cannot put information just what his mind say in a research paper. Rather he might use the previous literatures for conducting the research. So, no research can achieve reliability unless there are appropriate citations for the reference. Referencing gives the credit required to the actual author. Even if the researcher describes other author’s opinion in his own words, he might put referencing.

There are a number of recognized systems for referencing available:

·         APA

·         Norma’s ABNT

·         Norma’s APA

·         Harvard Referencing

·         MLA

·         Chicago etc.

Harvard referencing system is probably the best used referencing system for research purposes (Dwyer, 1994). The way of using Harvard referencing style is as follows:

·         This system of referencing discloses the name of the author and date primarily

·         The in paragraph  referencing in Harvard style is known as ‘in text citation’

·          The author acknowledge the borrowed ideas and its original sources with reference to year by the in text citation

·         In case of paraphrasing, the of in text citations might be followed

·         The APA style and Harvard style is quite alike. APA style is used in USA, while Harvard referencing style is used in Australia and UK

·         This system of referencing is encouraged to be used with the research linked to humanities.

Example of Harvard Reference

For example, a researcher needs to give a list of factors which determine the preference for online shopping. After studying some literature, the researcher find the factors as stated by Laudon, K.C. and Traver, C.G., in their Book “E-Commerce Business: Technology and Society” and he book was published in 2009.

Now, the researcher gives the statement given by Laudon, K.C. and Traver, C.G., with Harvard referencing style like: “In terms of online communication, when customers see banner ads or online promotion, these advertisements may attract customers’ attention and stimulate their interesting particular products. Before they decide to purchase, they will need additional information to help them out. If they do not have enough information, they will search through online channels, e.g., online catalogues, websites, or search engines (Laudon and Traver, 2009).

Task 3

3.1 Present a research proposal to a defined audience utilising appropriate survey techniques

Research proposal on: a study to investigate the factors which determines the preferred stores and buying patterns of individuals and families in online shopping, in UK.

Title of the study

A study to investigate the factors which determines the preferred stores and buying patterns of individuals and families in online shopping, in UK

Background

In the UK, each individuals and families do online shopping from various stores in UK for their fashion needs. Consumer’s preferences for the stores they shop from can be different due to various issues they may have due to past online shopping experiences. Therefore there arises the need to understand the buying pattern and preferred stores of individuals and families.

Research objectives

·         To determine the online shopping experience of customers in UK

·         To determine the factors that select preferred stores for consumers

·         To determine the factors that shapes buying pattern of the consumers

·         To determine the relationship of buying pattern with past shopping experience

·         To arrange recommendations

Research questions

·         What is customer buying pattern?

·         How customer buying pattern is shaped in online business?

·         What are the factors that make a store as preferred?

·         How can customer buying pattern for online shopping be modified?

Research philosophy

Positivism research philosophy has been selected.

Research approaches

Deductive research approach has been used.

Research investigation

The descriptive research investigation technique has been used.

Research strategy

Survey methodology has been used here to conduct the study.

Data collection

Primary data have been collected from the survey, and secondary data have been collected from various literatures.

Sampling

Stratified sampling technique has been used, with a sample size of 1000.

Data analysis

Collected data will be analysed by using SPSS statistical tool.

3.2 Discuss the role of ethics in research.

In simple word, ethics is the distinction between right and wrong. It is a code of professional conduct, and norms for conduct, which distinguish between the acceptable and the unacceptable behaviour. In research, ethics can be defined as the method, perspective and procedure in order to determine the way to act and the way to analyse complex problems and issues (Brunt, 2007).

In research or investigation, maintain ethical norms are important because of several reasons. Firstly, aims of the research like truth, knowledge, error or avoidance etc. are promoted by the ethics. Secondly, a research or an investigation usually involves a great amount of cooperation and coordination among different people and their aspects. Here, the standard of ethics endorses the values which are essential for collaborative work.

Thirdly, some ethical issues identify that the researcher may be held responsible to the public for their research. For example, researcher who use donated or government money for research work might perform the research in an ethical manner, and if there arise any questions about the misuse of money, then the researcher might be held responsible. Fourth, public support for a research is developed by ethical issues. If the research is quality full, and reliable, then people can easily trust the research (De Ruyter, 2008). Finally, many of research ethical norms promote some other social and moral values like human rights, compliance with the law, public health and safety, social responsibility and animal welfare etc. So, given the necessary roles of ethics in research, it is usual for organizations to use some specific ethical codes, rules and procedures for research (Amin, 2009).

Task 4

4.1 Prepare an extract from the research proposal appropriate to a seminar environment.

A seminar consists of small group of teachers and students. A seminar paper is a record of what will be said to those groups about the topic on which the research have been done.

Title

Online Shopping in the United Kingdom

Author’s Name

Name:

ID:

Department:

Date:

Abstract

The problem was to identify the factors which determine the preferred stores and buying patterns of individuals and families in online shopping, in UK.

Text

In UK, a large number of individuals and families do online shopping from various stores for their fashion needs. Consumer’s preferences for the stores they shop from can be different due to various issues they may have due to past online shopping experiences.

For conducting this study, the interview method has been used, with a questionnaire directed to 100 samples, including consumers and online marketers.

After in depth analysis of the problem and collected data, the following results are drawn:

·         Previous buying experience matters a lot in shaping online shopping

·         All online shops have not all types of products, that is why consumers try to shop from different shops

·         In fashion business, shopping from online stores is a rising trend in UK now

·         The after buying customer service shapes the preferred stores

·         Pricing strategies also have made the shops competitive (Butler, 1998)

Last of all, it can be said that, post purchase service, pricing and product variety determines the preferred stores and buying patterns of individuals and families who shop from online fashion store in UK.

References

·         Wall, M. (2000). Shopping online. London: HarperCollins.

·         Yılmaz, M. (2010). Open Cart 1.4 beginner's guide. Birmingham, UK: Packt Pub

·         Zhou, Y. and Ali, F. (2012). Factors affecting consumer behaviour in online shopping. Saarbrücken: LAP Lambert Academic Publishing.

·         Butler, P. and Peppard, J, (1998), “Consumer purchasing on the internet: Processes and prospects”, European Management Journal, vol. 16, no. 5, pp.600-610.

4.2 Provide constructive feedback on proposals presented within the seminar environment

A research proposal should follow the standard guidelines and procedures so that it can meet up with the expected quality level. In terms of the applicability to the wider audience, the idea for research should be more relevant. However, it is advised to receive peer feedback while selecting the topic and the process should be under an experienced person, who is a peer or from the seminar proposal committee (Brunt, 2007). Also, the use of cloud computing service like Drop box, Google Drive etc. can be used during the presentation, which will ensure the accessibility of all in order to build a constructive feedback. The proposal presented can be explained in a more detail manner by emphasizing the research background rather than research significance. Also, the bibliography might use a prescribe format, for example Harvard referencing style or others (Deshpande, 2001). There might be development in in text citations and quotations. Brighter colour scheme could also be used by the presenter. He may involve more audience and gather better confidence by displaying a strong gesture and posture.

Conclusion

To execute a successful procedure for finding information, research process involves a number of methodologies and techniques. Here, the use of primary and secondary information source, and qualitative and quantitative information use- both are necessary. This study contains a number of important facts about a practical case that is online shopping in UK. Presenting the research in a seminar and collecting constructive feedback have made the research effective.