Definition of Business Research

Business research is the systematic and objective

O identification,
O collection,
O analysis,
O dissemination, and
O use of information

for the purpose of improving decision making related to the

O identification and
O solution of problems and opportunities in Business
Figure 1.2 Defining Business
Research
Identification of Identifying and
Information Solving Business
Needed
Problems

Collection of
Data

Analysis of
Data

Dissemination of
Information

Use Copyright
of © 2012
Pearson
Information
Education, Inc.
 Business Research

O Specifies the information necessary to address

these issues
O Manages and implements the data collection
process
O Analyzes the results
O Communicates the findings and their implications
WRITING A
RESEARCH
PROPOSAL
GENERAL
TYPES
OF
RESEARCH
1. DESCRIPTIVE RESEARCH
O Finds answer to the questions who, what, when,
where and how
O Describes a situation or a given state of affair in
terms of specified aspects or factors.
O What may be described are characteristics of
individuals or groups (students, administrators,
entrepreneurs, patients, customers) or condition
(marketing practices/strategies, sales, profit,
productivity)
Examples of research topics/titles that
fall under descriptive research.
O “The management style of school
administrators in Iloilo City”
O “Smoking habits of health service providers
in government and private hospitals”
O “Marketing practices of the loom weaving
industry in Region VI”
 2. EXPLANATORY/
CORRELATION RESEARCH
O Goes beyond description of the problem or
situation
O It attempts to explain the possible factors
related to the problem which have been
observed in the descriptive study
O Answers the questions why and how.
O The factors related to the problem are not
viewed as real “causes” of the problem but
factors which are associated with or may
contribute to the occurrence of the problem
O Also called “assumed to correlation
research in which the research investigates
relationship between factors or variables.
O Certain factors are “assumed” to explain or
contribute to the existence of a problem or a
certain condition or the variation in a given
situation
O The researcher usually uses a theory or
hypothesis to account for or explain the
forces that are “assumed to have caused”
the problem.
Examples of research topics that fall
under explanatory/correlation
research
O “Marketing Strategies and Sales
Performance of Garment Industries in the
Province of Iloilo”
O “Factors Associated with Sustainability of
On-Line Business among Entrepreneurs in
Iloilo City”
O “Customer Service and Customer
Satisfaction among Selected Food
Establishments in Iloilo City”
 3.INTERVENTION/
EXPERIMENTAL RESEARCH
O Evaluates the effects or outcome of a
particular intervention/treatment.
O It studies the cause and effect relationship
between certain factors on a certain
phenomenon under controlled conditions.
O The respondents of the study are randomly
assigned to the experimental group and to
the control group and both groups are
exposed to similar conditions except for the
intervention.
 Examples of intervention/
experimental research
O “Advertising: Its Effect on sales and profit of
Auto Parts Business Establishments in Iloilo
City”
O “The Effect of Humor In advertising on the
Buying Behavior of the Customers”
O The Effect of Customer Service Training on
the Quality of Service Delivery on the
Commercial Bank Employees in Iloilo City”
RESEARCH PROPOSAL
OA plan of how a study will be
undertaken
O It describes the steps that will be
followed in the conduct of the study
from problem identification to data
analysis
O It serves as a guide for the researcher
in the implementation of the study
CHARACTERISTICS OF A WELL-
WRITTEN RESEARCH
PROPOSAL
•Relevant & worth doing, the researcher is knowledgeable about the
problem, and has adequate background knowledge about the problem
PERSUASIVE •That the problem has a logical basis

•Must contain all the parts required by the institution to which it will be
COMPLETE
submitted

•Must be written in clear and simple language

•The methodology must be clearly and adequately described
5. CLEAR

•It should allow for possible changes or modification during implementation

FLEXIBLE
 THE TEXT/
BODY OF
THE
RESEARCH
PROPOSAL
 TITLE OF THE PROPOSED STUDY
I. INTRODUCTION .
A. Background and Rationale of the Study
B. Objectives of the Study
C. Hypothesis of the Study
D. Theoretical Framework and Conceptual (if
necessary)
E. Conceptual and Operational Definition of
Variables and Other Terms
F. Significance/Importance of the Study
G. Scope and Limitation of the Study
II. REVIEW OF RELATED LITERATURE
III. METHODOLOGY .
A. Research Design
B. Target Population and Sampling Procedures
C. Data Collection
D. Data Processing and Data Analysis Plan
IV. BIBLIOGRAPHY/REFERENCES
V. APPENDIXES /APPENDICES
A. Research Instruments/Materials
B. Relevant communications
C. Dummy Tables for Analysis (if required)
D. Schedule of Activities
E. Budgetary Requirements
 CHAPTER 1
INTRODUCTION
Background of Statement of Hypothesis
the Study the Problem

Theoretical and Scope and

Significance of
Conceptual Limitation
the Study
Framework

Definition of
Terms
BACKGROUND
OF THE
STUDY
 BACKGROUND OF THE
STUDY includes…
•A brief description of the problem
What is situation with supporting facts
and figures.
•Statement of the desired
condition and the discrepancy
What between what is and what should
should be.
be
•Possible reasons for the
discrepancy
•(If the study is explanatory or
relational)
BACKGROUND OF THE
STUDY includes…
•What is already known about
the problem.
• (based on literature)

•Questions still unanswered or

information gap/s.
STATEMENT
OF THE
PROBLEM
 Objectives of the
Study/Statement of the
Problem
O State what the study aims to do and find
out.
O Stated in behavioral terms, it specify the
what, why, and who of the study.
O The variables of the study are specified in
measurable terms.
 STATEMENT OF THE
PROBLEM
•Reflects the
Introductory
statement
main problem
of the study.

Sub-
problems
SUB-PROBLEMS should…

be arranged in
include all the
be stated in logical order
independent &
such a way that and extensive
moderate
it’s not in coverage and
variables which
answerable by must be
are reflected in
either yes, no, mutually
the conceptual
when, & where. exclusive in its
framework.
dimensions.
THINGS TO REMEMBER WHEN
DEFINING A RESEARCH
PROBLEM
1. Review relevant literature and previous studies
on the problem.
2. Examine current available data/statistics.
3. Seek educated opinions from persons
concerned with the problem.
4. Determine the problem reasons for the
existence of the problem from social, economic
or other theories that may explain the
existence of the problem and the possible
connection between the problem and other
factors.
A careful review of existing information or
studies on a problem can also help the
investigator determine:
O What answers or solutions have been
found/tried in the past to solve the
problem and how successfully they
were, and
O What questions still remain
unanswered and what aspects of the
problem need to be studied further.
 Characteristics of a Good
Research Problem
1. Research problem must be relevant.
2. Research problem must be feasible.
3. Research problem must be clear.
4. Research problem must be ethical.
Statement of the Problem:

The study addresses the need to find out customer service and
customers satisfaction at the major food establishments in Iloilo City.

Specifically, this research seeks to answer the following questions:

1. What is the respondent’s profile?

2. How is customer service practiced in the selected food establishments?

3. What is the degree of customer satisfaction in these major food

establishments?

4. How can customer service in these establishments be improved to enhance

customer satisfaction?

5. Is there a significant difference in the level of customer satisfaction in terms

of….. When respondents are grouped according to age, sex, monthly income,
etc…?
THEORETICAL/

CONCEPTUAL

FRAMEWORK
 Theoretical framework
O Presented to explain the theoretical basis of
the problem
O A theory that explains the existence of the
problem and an elaboration on how the
problem (dependent variable) may be
influenced by the independent variables are
presented.
THEORETICAL FRAMEWORK

1. It is consists of theories, principles, generalizations &

research findings which are closely related to the present
study under investigation. It’s in this framework where the
recent research problem understudy evolved.

Authors of these theories and principles should be cited.

Possible research findings and theories should be correct.
 FUNCTIONS OF THEORETICAL
FRAMEWORK IN RESEARCH
It explains why one
It provides the variable can possibly
It identifies the affect another or why
general framework
variables to be the independent
which can guide variable can possibly
measured.
data analysis. influence the
dependent variable.

It stipulates the
It limits the scope specific frame of
of data relevant to mind or viewpoint
the framework by that the researcher
focusing on specific will take in analysing
variables. and interpreting the
data.
 Conceptual framework
O Explains in operational terms the assumed
relationship between/among the major variables
of the study 2.
O The dependent, independent, intervening (if any)
and sometimes the antecedent variables (if any)
are identified and the possible links
between/among them are explained
O The explanation is based on the theoretical
framework
O A schematic diagram of the assumed flow of the
relationship between/among variables is
preented.
CONCEPTUAL FRAMEWORK
The schematic diagram which shows the
variables included in the study and the
expected flow of relationship among them.
Arrows or lines should be properly placed
& connected between boxes to show the
relationship between the independent
and dependent variables.

All the independent & dependent

variables should be clearly discussed &
explained how these would influence the
results of the study.
CONCEPTUAL FRAMEWORK

It is summarized in a paradigm
identifying the hypothesized link
between the independent & dependent
variables, independent & intervening
variables (if any) & intervening variables
& dependent ones.
 Conceptual Framework Fundamental
Note 1: Two benefits are Focusing and Bounding the Study
a. k. a.
Context
criterion
Moderating and response
Mediating Variables consequence
outcome
Presume Cause Presume Effect effect
Independent Relationship Dependent
Variables Variables
a. k. a.
predictor Control Confounding
stimulus Variables Variables
antecedent a. k. a.
manipulated intervening
treatment Note 2: Variables and Relationships are
Identified from Theory and Experience
 Hypothesis/
Hypotheses of
the Study
 Hypothesis of the Study
O The statement created by researchers when they
speculate upon the outcome of a research or
experiment.
O Statements of tentative answers to the research
objectives/questions
O Although the hypotheses are often stated in the
null form, the alternative hypotheses or the
research hypotheses are generally preferred
O They must be coherent with the research
questions/ or the study objectives
O A hypothesis must be testable, taking into
account current knowledge and techniques,
and be realistic. If the researcher does not
have a multi-million peso budget then there
is no point in generating complicated
hypotheses.
O A hypothesis must be verifiable by
statistical and analytical means, to allow a
verification or falsification.
TYPES OF HYPOTHESES
1. NULL HYPOTHESIS VS.
ALTERNATIVE HYPOTHESIS
2. DIRECTIONAL VS. NON-
DIRECTIONAL
 NULL VS. ALTERNATIVE
HYPOTHESES
O The null hypothesis (H0) is a hypothesis
which the researcher tries to disprove, reject
or nullify.
O The 'null' often refers to the common view of
something, while the alternative hypothesis
is what the researcher really thinks is the
cause of a phenomenon.
O The simplistic definition of the null is as the
opposite of the alternative hypothesis, H1,
 NULL HYPOTHESIS
O Negative statement which indicates the
absence of a relationship/correlation
between two variables or absence of a
significant difference between the
proportions of two groups of people or
objects possessing a particular
characteristics
Examples of Null Hypothesis
O There is no significant relationship between
mass media exposure and attitude towards
smoking among the customers of KTV bars in
Iloilo City.
O There is no significant relationship between
customer service and customer satisfaction
among food establishments in Iloilo City.
O There is no significant relationship between the
amount paid in advertisement and gross sales
among food establishments in Iloilo City.
 ALTERNATIVE HYPOTHESIS/
RESEARCH HYPOTHESIS
O Positive form of the null hypothesis
O it may state the presence of a significant
relationship between the independent and
dependent variables or the presence of a
significant difference between two means.
Examples of Alternative Hypothesis

O There is a significant relationship between

mass media exposure to the attitude
towards smoking among the KTV customers
in Iloilo City.
O The amount paid in advertisement by food
establishments is significantly associated
with their monthly gross sales.
 Directional Hypothesis
O States whether the relationship between two
variables is direct or inverse or positive or
negative
O Positive/direct relationship is present when
the value of one variable increases with the
increase in the value of another
O Negative/inverse relationship when the
value of one variable increases as the value
of another decreases
 Example of Directional
Hypothesis
O The higher the level of exposure of KTV
customers to mass media the less favorable
their attitude towards smoking. (NEGATIVE)
O The higher the advertisement expenses of
food establishments, the higher their
monthly gross sales. (POSITIVE)
Examples of non-directional
Hypothesis
O The KTV customers exposure to mass media
is significantly associated with their behavior
towards smoking.
O The advertisement expenses of the food
establishments is significantly associated
with their gross sales.
Non-directional Hypothesis
O Does not specify the direction of relationship
between variables
O it merely states the presence or absence of
a relationship between two variables or that
one variable influence another, or there is a
significant difference in the mean values of
the two variables.
CONCEPTUAL
AND
OPERATIONAL
DEFINITION OF
VARIABLES
AND
OTHER TERMS
OPERATIONAL DEFINITION OF
VARIABLES AND OTHER TERMS
O The major variables of the study and other
relevant terms should be operationally defined
according to how they are used in the study.
O It gives a specific meaning to the variable
O It must indicate and clarifies how a variable is
going to be measured and used.
O The variable must be defined in terms of
events/units of measurements that are
observable by the senses. Which serve as
indicators of the variable
 HOW TO MAKE
OPERATIONAL
1.
DEFINITIONS
List your independent and dependent and
intervening and antecedent (if any) variables.
2. Write an operational definition for each
variable.
3. Identify the possible categories of each
variable and determine if the categories can be
clearly understood, are mutually exclusive (do
not overlap) and exhaustive. The list of
categories is complete so that all respondents
can be categorized.
4. List the key terms which may be interpreted
differently by different people unless they are
operationally defined. Write an operational
definition for each term.
5. When defining a variable or a term, be
guided by the following questions:
a. Does the definition clearly specify the way
the variable will be measured?
b. Are the categories of each variable
mutually exclusive.
c. Are the categories exhaustive?
 VARIABLES
O A concept that stands for a variation within a
class of objects or person
O A characteristic or property that can take
different values or attributes.
O the basic elements which are measured in
a study which observable and measurable.
O EXAMPLES: age, sex, marital status, income,
location of business, degree of
effectiveness, extent of implementation
TYPES OF VARIABLES

DEPENDENT INDEPENDENT

INTERVENING ANTECEDENT
DEPENDENT VARIABLE
O The “assumed effect” of another variable
O The change that occur in the study
population when one or more factors are
changed or when an intervention is
introduced
O Usually dependent variable is the problem
itself
INDEPENDENT VARIABLE
O The “assumed cause” of a problem
O It’s an assumed reason for any “change” or
variation in a dependent variable
O Sometimes treated as “antecedent” variable
(the variable before)
O Likewise the “antecedent” variable may be
treated as an “independent” variable
 Example
“RELATIONSHIP BETWEENEXPOSURE TO MASS
MEDIA AND SMOKING HABITS OF KTV
CUSTOMERS”

Independent Variable Dependent variable

Exposure to mass media Smoking Habits

INTERVENING VARIABLE
O A factor that works “between” the
independent and dependent variables
O It can weaken/decrease or
strengthen/increase the effect of the
independent variable on the dependent
variable
O Also called a facilitating variable/
moderating/ control variable
 Example
“FACTORS THAT INFLUENCE CONSUMER
DECISION MAKING PARTICIPATION OF
MARRIED PROFESSIONALS”
Independent Variable: sex, age, education,
income
Intervening Variable: Gender Sensitivity
(Perception about gender roles)
Dependent Variable: Consumer Decision-
Making Participation
ANTECEDENT VARIABLE
O A factor or characteristics which is found
before (ante) the independent variable.
O It is expected to influence the independent
variable
 Example

“EXTENT OF EXPOSURE TO ADVERTISEMENT

AND PURCHASE INTENTION OF THE
CUSTOMERS OF AESTHETIC PRODUCTS”
Antecedent Variables: Income, Age
Independent Variable: Extent of Exposure to
Advertisement
Dependent Variable: Purchase Intention
SIGNIFICANCE/
IMPORTANCE
OF THE STUDY
 SIGNIFICANCE/
IMPORTANCE OF THE STUDY
O The researcher must explain the relevance
and usefulness of the study.
O Expected contributions of the study to
specific groups or individual users of the
results of the study should be mentioned.
O This study serves as a significant endeavour in
understanding the importance of customer service in the
organization. The results of this study serves as a guide for
the Management in improving customer service. The
findings help improve the management of human
resources as well as the organization’s customers.
O Moreover, this study is deemed useful for future
researchers who want to study on management strategies
and how they operate in the food establishments. This
study may also serve as an academic tool in informing its
reader about the effect of customer service on the
perception of employees to the management. In addition,
this research provides recommendations on how to value
the customers as they are taking an integral part in the
success of the organization. Furthermore, this study
provides information to top level management regarding
customer service and customer satisfaction. The
knowledge on how customers perceive business operations
in an organization serves as a tool for business leaders in
establishing programs, policies, and staff development.
 SCOPE
AND
LIMITATION
OF THE STUDY
SCOPE AND LIMITATION OF
THE STUDY
O The scope and limits of the study in terms of
subject matter, respondents/subjects, the
variables to be considered, and the study
design are explained.
O The implications of these limitations to the
results, conclusions, and to the use of the
findings are exlpained.
Scope and Limitations of the Study

The study focuses on the organizational profile

of the selected food establishments i.e., their nature of
business, number of employees, size of their assets, the
number of years they are engage in the business, and
their rank in the industry; the customer service
practices specifically on the following aspect:
technology, product quality, timeliness, affordability, and
staff behaviour; and, finally the level of customer
satisfaction in terms of customer rating, feedback,
volume of sales, and number of customers.

The study is limited only to the top three

recipients of the Tourism Excellency Award for
restaurants namely: Breakthrough, Tatoy’s, and
Emillion.
THINGS TO REMEMBER WHEN
DEFINING A RESEARCH
PROBLEM
1. Review relevant literature and previous studies
on the problem.
2. Examine current available data/statistics.
3. Seek educated opinions from persons
concerned with the problem.
4. Determine the problem reasons for the
existence of the problem from social, economic
or other theories that may explain the
existence of the problem and the possible
connection between the problem and other
factors.