Research methods I
Master thesis seminar
21.11.2023

Content
1.Research principles
2.Critically reviewing the literature
3.Data – information - knowledge
4.Using secondary data
5.Collecting primary data

•1
•Research principles


Research
•Research is about systematically obtaining and analysing data to increase a knowledge about a
topic in which we are interested.  In undertaking research, we are trying to answer a question or
address a problem, this often being referred to as ‘meeting the research aim’ or ‘addressing the
research objectives’.
•Rojon a Saunders, 2012
•

Data = evidence
•No philosophical views
Philosopher PNG, Vector, PSD, and Clipart With Transparent Background for Free Download | Pngtree
Crystal Ball 3, Png Overlay. by lewis4721 on DeviantArt
No fortune telling

•You cannot solve a problem where there is not one!
•


•Well defined problem is half solved!
•


Research question
•It is a central theme of any research.
•Every aspect of research must aim to answer it.
•It determines the research strategy not the other way around!
•It goes beyond the horizon of identifying the subject and object of research.

Research question examples
•What?
•What make our employees leave for our competition?
•When?
•When do our customers repeat their purchase?
•Where?
•Where exactly should we build our new store?

Research question examples
•Who?
•Who spreads negative sentiment about government online?
•How?
•How railway services rebranding influenced attitudes of general public?
•Why?
•Why do companies outsource marketing research?

•If you have a question, you can start searching for answers.
•First step in master thesis is to look into literature.


•2
•Critically reviewing the literature


How Advisors Stay On Top Of Mountains Of Paperwork Requirements | Investor's Business Daily
References, references, references…


Literature review purpose
•To discover explicit recommendations for further research. These can provide you with a superb
justification for your own research question(s) and objectives;
•to help you to avoid simply repeating work that has been done already;
•to discover and provide an insight into research approaches, strategies and techniques that may be
appropriate to your own research question(s) and objectives.
•Saunders et al., 2009. Research methods for business students

What is to be critical
•To criticize normally means something negative:
•The flood situation is critical
•Critically endangered antelope species
•The patient's condition is critical
•Diplomats criticize Obama's actions
•All science is built on the ability of people (peer reviewers) to critically evaluate other
people‘s work.

What is to be critical
•Ability to assess the validity and strength of arguments
•Ability not to take information as automatically true and valid
•Ability to see the wider context
•Ability to critique using counter-arguments and provide effective feedback
•Ability to critically evaluate one's own work

•3
•Data – information - knowledge


Data,
information,
knowledge

•
https://john.do/wp-content/uploads/2014/06/data-information-knowledge-gapingvoid.jpg


Data and information differences
•Data  is  the  most  basic  form  of  knowledge,  e.g.  the  brand  of  butter  sold  to  a
particular  customer  in  a  certain  town.  This  statistic  is  of  little  worth  in itself  but
may become meaningful when combined with other data.
•Information  is  a  combination  of  data  that  provide  decision-relevant  knowledge, e.g.  the
brand  preferences  of  customers  in  a  certain  age  category  in  a  particular geographic
region.

Can we make decision based on these customer data?



 Age
2017
2018
2019
18-29
15%
10%
6%
30-39
18%
13%
13%
40-49
26%
22%
15%
50-59
18%
24%
21%
60-69
15%
18%
25%
70+
8%
13%
20%




Propojením informací vznikají znalosti.
Informace je základní stavební kámen komunikace


Research data types
•Primary data
•Do not exist at the beginning of the research project
•Data collected throughout the project
•Secondary data
•Data already existing
•Reports, statistical data, business data, reused data, analytical data.

•
https://1.bp.blogspot.com/_FvLBt6aXHco/SDCxz-Qkk_I/AAAAAAAAABk/f-qleuJPFHo/s1600/primary_secondary_
data.gif

•
Quantitative vs Qualitative Data: What's the Difference?


•4
•Using secondary data





https://www.kantarworldpanel.com/
Obsah obrázku snímek obrazovky, Multimediální software, software, Grafický software Popis byl
vytvořen automaticky

https://www.ons.gov.uk/employmentandlabourmarket/peopleinwork/earningsandworkinghours/bulletins/low
andhighpayuk/2022
Obsah obrázku text, snímek obrazovky, řada/pruh, Vykreslený graf Popis byl vytvořen automaticky

How to Use Google Analytics 4 for Beginners



How to measure and prove social media ROI | Khoros



Advantages of secondary data
•Cost and Time Efficiency:
•Secondary data is typically less costly and quicker to obtain than primary data. Since it's
already collected and often readily accessible, researchers can save significant resources in terms
of both time and money.
•
•

Advantages of secondary data
•Broad Scope and Variety:
•Secondary data can provide a broad perspective that primary data might not be able to offer. It
often includes a wide range of information collected for various purposes that can be useful for
comprehensive research.
•
•

Advantages of secondary data
•Longitudinal Analysis:
•It enables researchers to conduct longitudinal studies, examining trends and developments over
time, which would be resource-intensive or impossible to do using primary data.
•
•
•

Advantages of secondary data
•Comparative Studies and Benchmarking:
•Secondary data allows for comparisons across different studies, sectors, or countries. It can be
used for benchmarking against industry standards or competitors.
•
•
•

Advantages of secondary data
•Feasibility and Preliminary Insights: It helps in assessing the feasibility of research projects.
Researchers can use secondary data to gain preliminary insights into a topic, which can guide the
design and approach of primary research.
•Supporting Primary Data: Secondary data can complement and reinforce findings from primary
research, adding depth and context to the analysis.
•

Disadvantages of secondary data
•Relevance Issues: The data may not be entirely relevant to the current research objectives or
questions, as it was collected for a different purpose.
•Quality and Accuracy Concerns: The accuracy and reliability of secondary data can be questionable,
especially if the sources are not credible or the data collection methods were flawed.
•Outdated Information: Secondary data might be outdated, making it less useful for current studies,
particularly in fast-changing fields.

“Data collection methods were flawed…”
•How do you know?
•How can you critically evaluate secondary data?
•
•By understanding the methods of primary data collection.

•5
•Collecting primary data


Sample and sample size
•Sample is a part of population which, when collected properly, can produce results which are
generalizable.
•Greater the sample size more reliable the results are.
•Reality = Parametr + Error
•
Population
Parametr
Data
Statistics
People
Sample

Sample and sample size
•Two questions we need to adress:
•Who?
•How much?
•
Population
Parametr
Data
Statistics
People
Sample

Obsah obrázku snímek obrazovky, umění, design Popis byl vytvořen automaticky



Ideal sample size
•


Favourite colour example
•In a class, teacher ask students what is their favourite colour.
•The realtime results goes like this:
•
Respondent
Answer
Results PINK in %
Results GREEN in %
Change
1
Pink
100
0
No data
2
Green
50
50
50%
3
Green
33,5
66,5
16,5%
4
Pink
50
50
16,5%
5
Green
40
60
10%
6
Green
33,5
66,5
6,5%
7
Green
28
72
5,5%
8
Pink
37
63
9%
9
Pink
44
56
7%
10
Pink
50
50
6%

Sample size in qualitative studies
•The data collection takes place as long as there is no condition in which further examination of
the selected sample does not bring new substantial information.
•Theoretical saturation
•The goal of qualitative research is not generalization, so it is not the aim of the results to
relate to the whole population but to reveal the connections and causes of a certain behavior of
customers.
Výsledek obrázku pro eating gif

Primary data collection methods
•Survey
•Interview
•Questionnaire
•Observation
•Experiment

Data collection techniques - qualitative
•Deep interviews
•Focus group discussions
•Expert consultations
•Observation

Data collection techniques - quantitative
•Face to face interviews
•Telephone interviews
•Postal survey
•Electronic survey
•Observation
•Experiment

Validity
•Valid questions are those that give us answers exactly what we ask - what is the main goal of
research.
Coca-Cola entered a new market (Pepsi already existed) - Business News

Reliability
•It expresses the degree of sustainability of research tools.
•To what extent the question remains reliable and still valid in further iterations - for example,
in other time, social and cultural conditions.
•







Case Example



1.Defining the Research Question: You start by clearly defining your research question: "Do
students who study a little every day score higher on tests compared to those who cram the night
before?"
2.Literature Review: You do some background research by looking up existing studies or articles
about study habits and academic performance. This helps you understand what's already known and how
your research could add to it.
3.Hypothesis Formation: Based on your background research, you form a hypothesis, like "Students
who study regularly will have higher test scores than those who cram."
4.Designing the Methodology: You decide how you will conduct your research. You choose to survey
your classmates, asking about their study habits and recent test scores.

5.Data Collection: You systematically collect data by distributing your survey to a representative
sample of students in your school.
6.Data Analysis: Once the surveys are returned, you analyze the data, looking for patterns and
correlations between study habits and test scores.
7.Interpreting Results: Based on your analysis, you draw conclusions. For example, you might find
that regular study leads to better scores, supporting your hypothesis.
8.Reporting: You prepare a report or presentation summarizing your research process, findings, and
conclusions.
9.Reflecting on Limitations: You also consider any limitations of your study (like sample size or
self-reported data) and suggest areas for further research.

Thank you