What is Research?

Definition of Research

Research is a systematic process of collecting, analyzing, and interpreting data to answer specific questions or solve particular problems. Unlike everyday observation or simple information search, scientific research follows a strict methodology and is subject to the principles of objectivity, reproducibility, and verifiability.

Sekaran and Bougie (2016) define research as “an organized, systematic, data-based, critical, objective, scientific process of inquiry or investigation, aimed at solving a particular problem." This definition highlights several key characteristics:

Organization — research follows a clear plan and structure
Systematic nature — each stage is logically connected to the previous one
Data-based — conclusions are based on collected empirical data, not assumptions
Criticality — the researcher constantly questions their assumptions and conclusions
Objectivity — minimization of subjective biases
Scientific approach — use of established scientific methods

Why Conduct Research?

Research plays a central role in the development of knowledge and decision-making in a business context. The main reasons for conducting research:

1. Solving practical problems. A company may face declining sales, high employee turnover, or low customer satisfaction. Research helps to identify the causes of the problem and find a substantiated solution. For example, a restaurant chain may conduct research to understand why customers have stopped returning.

2. Development of theoretical knowledge. Academic research is aimed at expanding the understanding of phenomena, testing and developing theories. For example, studying how organizational culture influences the innovativeness of companies.

3. Justification of managerial decisions. Managers use research results to make more substantiated decisions. Research data turn intuitive decisions into informed ones.

4. Evaluation of effectiveness. Research makes it possible to assess the effectiveness of programs, policies, and interventions. For example, assessing the effectiveness of a training program for employees.

Characteristics of Good Research

High-quality research possesses the following characteristics:

Purposefulness — a clearly defined goal and research questions
Rigour — a thorough methodological approach ensuring the reliability of results
Testability — hypotheses must be formulated in such a way that they can be empirically tested
Replicability — other researchers should be able to repeat the research and obtain similar results
Accuracy and reliability — results should reflect reality as accurately as possible
Objectivity — conclusions should be based on data, not on the personal beliefs of the researcher
Generalisability — results should be applicable beyond the specific sample (in quantitative research)
Parsimony — explanations of phenomena should be as simple as possible

Types of Research

By Purpose

Applied Research is aimed at solving a specific practical problem. For example: "What factors influence customer satisfaction with our online store?" The results of applied research are used to make specific managerial decisions.

Basic (Pure) Research is aimed at expanding general knowledge and testing theories without direct practical application. For example: "How does the type of organizational structure influence the level of innovation?" The results contribute to the development of theory.

By Approach

Quantitative Research uses numerical data and statistical analysis to test hypotheses. It is based on positivist philosophy, assuming the existence of an objective reality that can be measured. Examples: questionnaires with closed questions, experiments, analysis of secondary statistical data.

Qualitative Research uses non-numerical data (words, images, observations) for a deep understanding of phenomena. It is based on interpretivist philosophy, recognizing the subjectivity of social reality. Examples: interviews, focus groups, observation, document analysis.

Mixed Methods — a combination of quantitative and qualitative approaches in one study to obtain a more complete picture.

By Time Horizon

Cross-sectional — data are collected at one moment in time. This is a "snapshot" of the situation.

Longitudinal — data are collected over a certain period of time to study changes and trends.

Practical Tasks

Task 1

Question: The company has discovered that employee turnover increased by 30% over the past year. Which type of research (applied or basic) is most appropriate? Justify your answer.

Solution: Applied research is most appropriate because:

There is a specific practical problem — a 30% increase in employee turnover
The goal is not to expand general theoretical knowledge, but to solve a specific problem of a particular company
The results will be used to develop practical measures for retaining employees
The research may include: surveying departing employees, analyzing working conditions, comparing with competitors

Task 2

Question: Determine whether the following research is quantitative or qualitative: “The researcher conducted a series of in-depth interviews with 15 managers to understand their experience of implementing innovations in the organization.”

Solution: This is qualitative research, because:

In-depth interviews are used — a typical method of qualitative research
The goal is to understand experience, not to measure variables
Small sample size (15 people) — characteristic of qualitative research
Data will be in the form of words and narratives, not numerical values
The research aims for an in-depth study of the phenomenon, not statistical generalization