TOPIC ONE

Research refers to a systematic gathering of information, assembling them,

processing and analyzing these facts to get information for use in decision making
Research refers to a systematic and purposeful gathering of information about a
given set of factors, processing it and presenting or publishing the results for
application in decision making
Purpose of research
Research is conducted for various purposes explained as follows:
 For the purpose of proving or disapproving findings of other researcher
 to gather information or facts for decision making
 it is also serves the purpose of predicting futures and opportunities
 it also helps in developing theories
 research may be carried out purely for gratification( satisfaction)
 information is strength , if one has information and facts then you have
power because you have the facts on ground
 research brings to light previously unknown knowledge
Negative views of research
 It is time consuming
 Variables keep changing every time
 Requires skills which aren’t readily available
 it’s expensive i.e. transport, making phone calls
 research often leads to change and naturally people resist change
 Productivity decreases as you watch the workers work, while carrying out
research.
 it demands a lot of concentration
Qualities of good researchers
 Goal oriented, that is he must know what he wants
  Focused and dedicated
 Doesn’t duplicate
 A social person
 Polite and understanding
 Intelligent and understanding facts
 doesn’t make conclusions from shaky grounds
 must be accountable for findings ,resources and time
 unbiased mind

TYPES OF RESEARCH
DESCRIPTIVE RESEARCH
This is a type of research concerned with explaining the state of affairs as it is.
They describe the characteristics of the groups or individuals.
ANALYTICAL RESEARCH
This is the research done from already existing facts like literature and publications
especially to make critical evaluation of material. It looks at establishing and
measure casual relationships among the variables, and coming up with reasons
why something are happening the way they do.
APPLIED /ACTION RESEARCH
This is the type of research done for the purpose of solving an existing current
problem faced by the managers in the work setting which requires a timely
solution.
BASIC/FUNDAMENTAL/PURE/ACADEMIC RESEARCH
This is research done out of interest. It’s just done to add on existing knowledge.
The main purpose is to generate knowledge by trying to comprehend how certain
problems that occur in the organization can be solved. This knowledge gained may
be transformed into use when such organizations are to solve a problem example
researcher may be interested in investigating the factors that cause absenteeism
QUATITATIVE RESEARCH
This deals with figures, it’s based on measuring the quantities or amounts. It’s only
applicable to phenomena that can be expressed in terms of figures. It normally uses
numerical data and statistical test like percentage, mean, mode, range
QUALITATIVE RESEARCH
This characterized by finding that can be expressed and described verbally i.e.
(Not using numbers) this kind of research can be done through in depth interviews
among others

CONCEPTUAL RESEARCH /DEDUCTIVE RESEARCH

This is where an idea is drawn from the existing theory is tested to examine. You
look at the existing theories or proposed theory, criticize them and draw your own
conclusion.
INDUCTIVE/EMPIRAL RESEARCH
This is a type of research where researcher’s looks at what is going on and try to
make sense out of them by getting themes and begins to develop questions.
The researcher relies on observation only, experience and doesn’t base on any
theory.
The researcher builds the theory from beginning or start
SCIENTIFIC RESEARCH
Scientific research is one where the research identifies the problem, gather data,
analyze the data and draw varied conclusion. The key attributes in scientific
research are:
 Testability: the research should be testable, try to experiment to show
whether things work out or not in a given way
 Replicable: where by another person could follow the same research
investigation step by step by step and possibly reach similar conclusions.
 accurate ,precision means being to the point, being exact, free from error in
regards to measurement and statistics
  objectivity means basing on reality not influenced by personal feelings or
opinions

KEY TERMS IN RESEARCH

1. Research problems
A problem is the discrepancy or the unknown to be explained. Problem definition
provides direction, control and fame work which the entire research process rests.
A research problem is any situation where a gap exists between the actual and the
desired idea. An information gap in the management problem gives rise to the
research problem.
Without a well-defined problem, resource will be wasted in the entire exercise. A
research problem is usually developed from a management problem
Criteria of a problem
Every problem selected for research must satisfy the following criteria:

 It should be original
The purpose of research is to fill the gaps in existing knowledge to discover
new facts and not to repeat already known facts
 It should be neither very general nor very specific. If the problem is very
general. It’s usually too vague to be tested. On the other hand if the problem
is very specific, it is usually too narrow to be important or consequential.
 it should not be too long or too wordy
2. Research objective
These are issues that will guide the whole research process. They help the
researcher to keep focused on the specific aspects of the phenomena.
Why should we develop research objective
 To give direction and guide the researcher in what to focus on
  To act as control device
 To act as criteria for assessing the success of the research effort
 Provide a basis for selecting hypothesis
ISSUES TO NOTE;
 Good objective are derived from the problem statement and should be
consistent with the direction of available literature.
 They should be SMART that is
Specific ,Measurable ,Achievable ,Realistic ,Time bound
 They must be concise and clear, and feasible from the perspective of the
researcher ability, time, and resources
 Research objectives should be at least 3 and not more then 4 .Example: To find
out the relationship between the stressors and occupational stress of the
academic staff
How should we state objectives?
Research objectives normally are stated as;
 To identify
 To examine
 To analyze
Research questions, are in question form like
 What is?
 How is?
 What are?
Examples of how to state
 To determine the level of relationship marketing in Post Bank, City branch
Kampala Uganda
 To identify the challenges in adopting relationship marketing practices in
Post Bank, City
 branch Kampala Uganda
 To identify the strategies for enhancing customer retention in Post Bank,
City branch Kampala Uganda
 To establish the relationship between relationship marketing and customer
retention in Citybranch Kampala Uganda
3. Research questions
These are objectives in a question form example to measure the different levels of
performance could be the objective but the question could that what are the
different levels of performance at the university?
Research questions are derived from research objective.
Research questions are of 3 types:
Descriptive question
This tends to describe the current state at it example factors affecting attendance
Relationship question
Questions that seek to establish how two or more variables relate i.e. effect of
attendance of class to performance Example: what is the relationship between the
stressors and occupational stress of the academic staff?
Difference question
These seeks to establish whether some variables differ in characteristic
Research questions
 What is the level of relationship marketing in the Post Bank City branch
Kampala Uganda?
 What are the challenges hindering the adoption of relationship marketing in
Post Bank, City branch Kampala Uganda?
 What strategies should City branch adopt to improve customer retention?
 What is the relationship between relationship marketing and customer
retention in Post Bank City branch Kampala Uganda?

4. VARIABLES
A variable is defined as anything which can vary. It can take on different or
varying values.
Research is the study of the relationship between variable. Therefore there must be
at least two variables in a research study or there is no relationship to study
Example: the effect of advertising on sales performance
Types of variables
Dependent variable
Another name for dependent variable is the criterion variable. The dependent
variable is the primary interest to the researcher. The main goal of the researcher is
to understand and describe the dependent variable,
Example in a public organization, the board of directors may be concerned with
the performance of the organization and they may have a feeling that the
management system employed is not conducive to such type of an organization.
Assume we derived a topic like: the management style influences the performance
of public enterprise, and then the performance of public enterprises become the
dependent variables
Or the effect of advertising on the sales performance then the sales
performance is the dependent variable because it is affected by advertising
because the level of advertising which determine the level of sales

Independent variable
These are closely linked to the dependent variables. They are the ones that cause
the effect.
The independent variables influence the dependent variables and it is the presumed
cause of the variation in the dependent variable.
Example in a public organization, the board of directors may be concerned with
the performance of the organization and they may have a feeling that the
management system employed is not conducive to such type of an organization.
Assume we derived a topic like: the management style influences the performance
of public enterprise, and then the management style of public enterprises
become the independent variables
Or the effect of advertising on the sales performance then the advertising is the
independent variable because it affects the sales performance
RESEARCH TOPIC
Steps in formulation of a research topic
- 1. Identify the broad field or subject area of interest to you example
domestic violence is a broad area of study
- 2. dissect the broad area into sub area example domestic violence in
families , reason for domestic violence , extent of domestic violence ,impact
of domestic violence
- 3. Select what is of most importance to you ,select from the sub area of
domestic violence what your most passionate about
- 4. Raise research questions
- 5. Formulate research objectives
- 6. Assess your objectives
- 7. Double check your literature for the research , double check for your
interest

Where do research topics of problems come from?

Most research in the humanities revolves around four Ps;
-People-Either to examine issues the existence of certain issues or problems
relating to their lives , a certain the attitude of a particular group of people ,
focusing on the study of individuals, organization, groups, communication
-Problem-To establish existence of regularity, focusing on issues situations needs,
population composition

Hypothesis development
A research hypothesis is a tentative statement formulated for the purpose of
empirical study. It indicates relationship between variables so that these
relationships are subjected to empirical tests or verification. Example advertising
leads to an increase in sales, this statement should further tested for approver or
disapprover
-It’s a tentative proposition
-Its validity is unknown
-In most cases it specifies a relationship between two or more variables
Function of hypothesis
-Provide study with focus
-Tells what data to be collected
-Enhances objectivity in research
 TOPIC TWO
Components /critical aspects of research process
Define of research process
This is the process of deciding what you want to find out about or in other words
what research questions you intend to answer and then deciding upon how you are
going to go about finding the answers to the research questions

Steps in the conducting research (steps in research process)

Stage 1
Deciding what 2. Research
stage two planning
how design 3. Constructing of an 4. Selecting a 5. Writing a
1. Formulating instrument for data sample research
a research collection proposal
problem

Stage three actually doing

6. Collecting 7. Processing 8.
data data Interpretation
and writing
research report

1. Formulating of a research problem

A problem is the discrepancy or the unknown to be explained. This looks at what is
wrong out there. Problem definition provides direction, control and frame work
which the entire research process rests. This is important because it helps you look
at the variables influencing the problem. Example the problem could be low
performance in an organization .Its mainly focus on what you want to find out
It’s extremely important to evaluate the research problem in light with what your
financial resources time knowledge in that field and the gap in that knowledge
available.
In this stage research questions and research hypothesis is developed
a) Develop hypothesis
A research hypothesis is a tentative statement formulated for the purpose of
empirical study. It indicates relationship between variables so that these
relationships are subjected to empirical tests or verification. Example advertising
leads to an increase in sales, this statement should further tested for approver or
disapprover
2. Conceptualizing the research design
An extremely important feature which mainly focus on the appropriate methods to
be used and how you will answer to your research question. The research design
should include logistical arrangement that you propose to undertake, the
measurement procedure sampling strategy, the frame work for analysis and the
time frame
This looks at planning for the research to be carried out e.g. making the budget,
setting objectives, and choosing the methods and tools to be used by the researcher.
Research design is the plan, structure and strategy for investigation.
3. Constructing of an instrument for data collection
Anything which becomes a means of collecting information for your study
becomes a research tool or a research instrument for example
observation ,interview schedule , questionnaire , guided interview are all classified
as research tool .
Data (primary data) collection is a process of gathering information through the
primary sources i.e. through observation, questionnaires, interviews and sampling
and secondary source example newspapers, internal records.
Field testing which is known as pretesting is an activity required to as an integral
part of instrument construction, as a rule are test of the research has to be carried
out to check for validity and reliability of the research tool using a sample of the
actual sample population
4. Selecting of a sample
Accuracy of your finding depends on the sample selection. The basic objective of
sampling is to minimize cost, within the limitation of cost, the gap between the
values obtained from your sample and those prevalent in the population.
The underlying premise in sampling is that, if a relatively small number of unit is
selected, it can provide – with a sufficiently high degree of probability a fairly true
reflection of the sampling population that is being studied
Sampling theory is guided by the following principles
- The avoidance of bias in selection
- Attainment of maximum precision for a given outlay of resources
5. Writing a research proposal
After doing the preparatory work the next step is putting together information. The
research proposal must tell you, your supervisor and any reviewer the following
information;
-What you are proposing to do
-How you plan to proceed
-Why you selected the proposed strategy
Therefore it should contain the following information;
 -Background of the study
 -Statement of the problem
 -Purpose of study
 -Hypothesis
 -Research objective research questions
 -The literature review
 -The methodology
 -Study design
 -Research instrument
 -Sample size
 -Data processing
 -Problem and limitation
 -Time frame
6. Actual data collection ;
Many methods could be used to gather the required information, as part of the
research design you n decided upon the procedure you wanted to adopt to
collect your data. At this stage you actually collect the data.
7. Processing of data ;
After data has been collected, it is then assembled, processed and analyzed in order
to get out meaningful information from the data collected. The data is edited,
coded, classified and put into tables so that they are ready for further analysis.
Processing in this context means organizing and editing data by removing errors.
There are different techniques used in the analysis example frequency distribution
tables, cross tabulation i.e. use of diagrams, charts, graphs.
The analysis of data can be done by correlation, regression of variables to find out
whether the relationship is positive or negative.
8. Writing a research report
This looks at the writing the final reports and make sure that your proof read the
report
Make sure that the findings answer the research objectives.
Presenting the data
Presentation looks at
 The work must be well structured in chapters and with flowing paragraphs,
sections, and sub section
 Where diagrams/tables have been used, these should be clearly labeled
 Every diagram/table should have a title
 clear labels of axes for which X and Y are represented
 the tables should be numbered chronologically
 the sources of information of the table/diagram should be shown below the
diagram or table
9. Decision making
The research report is then presented to the management for decision making
 TOPIC THREE
LITERATURE REVIEW AND REFERENCING
These are published materials, which has been researched and published for
general use.
Sources of literature can be
 Journal
 Periodical
 Magazines
 Articles
 Text books
 Research report
Why need to review literature review
 To deepen understanding of the study variable especially the area of interest
 to identify research variables
 to clarify on the relationship of variables e.g. how does price and purchasing
policy relate
 it helps in getting conclusions (the conclusion can be positive or negative )
 helps in avoiding unnecessary duplication
 helps the researcher to seek for new approaches: methodology
 gives an overview of the field of inquiry, what has been done, not done
 helps the researcher to focus
 helps to identify gaps – what needs to be done/research topic
 help to develop academic arguments with in the discussion
Citation in literature review
Use the surname if it’s an African writer and sir name example okello Sam , use
okello if it’s a western writer or when one is using a family name you use the
second name example Michael Armstrong use Armstrong
When at middle and at the end of a sentence bracket both the name and the year for
example (Okello, 2012) if the article has been written by Okello and other writers
and Okello is the lead writer this is how it should appear (Okello et al, 2012)
At start of the sentence bracket only the year Okello (2012) if they are many then it
should be Okello et al (2012)

REFERENCING
This is the process of identifying the author, the topic of the book/article/journal
written by the author, and the year this book/article/journal was published.
Importance of referencing
 To acknowledge the work of person who originally wrote it
 To provide supporting evidence for your work
 To give respect to the original writer or speaker
 To give readers more sources of information by accessing the items that
your reference
 Referring to other writers makes your argument more stronger by showing
that you are not alone in your ideas but there are other people
 it shows that your understanding the field, knowledge of the key thinkers
and concepts
 it shows that you have or developing a skill in academics

How referencing is done

 The researcher should follow the APA format(Follow A-Z i.e. arrangement
of names)
  How reference when it’s a Hard copy Book
Phillip Kotler and Gary Armstrong, (2001), Principles of marketing, ninth edition,
Prentice Hall
International Inc, US.
 Leon G. Schiffman and Leslie Lazar Kanuk, (1987), Consumer Behaviour,
Third Edition, Prentice
Hall Inc, Englewood Cliffs, New Jersey
 Phillip Kotler, (1995), Marketing Management, 8th Edition, Prentice Hall
of India, New Delhi

Electronic version of print book, retrieved from EBSCO eBook Collection

Vogel, C. G. (1999). Legends of landforms: Native American lore and the geology
of the land [Adobe

Reader version]. Retrieved from http://search.ebscohost.com

Electronic book - direct link unavailable or URL leads to information on how

to obtain the item. Note use of "Available from" instead of "Retrieved from"

Gonzalez-Mena, J. (2007). Diversity in early care and education: Honoring

differences. Available From http://mhprofessional.com/product.php?
isbn=007722289X
Note: these references should be arranged in alphabetical order

Journal Article (without volume

Arakji, R. Y., & Lang, K. R. (2008). Avatar business value analysis: A method for
the evaluation

of business value creation in virtual commerce. Journal of Electronic

Commerce

Research, 9, 207-218. Retrieved from http://www.csulb.edu/journals/jecr/

Journal Article , more than seven authors:

Fuchs, D., Fuchs, L. S., Al Otaiba, S., Thompson, A., Yen, L., McMaster, K. N.,
Yang, N. J.

(2001). K-PALS: Helping kindergartners with reading readiness: Teachers

and

researchers in partnerships. Teaching Exceptional Children, 33(4), 76-80.

Retrieved

from http://www.cec.sped.org/content/navigationmenu/publications2
/teachingexceptionalchildren/

Speeches/Meeting Papers - Published in proceedings,

Lucas, L. A. (1998). Issues in the creation and coordination of an academic

computing help desk.

Association of Small Computer Users in Education: Proceedings of the

ASCUE Summer

Conference, North Myrtle Beach, SC (pp. 87-92). Retrieved from

http://www.eric.ed.gov/

Informally published or self-archived work

Schuetz, P. (2000). Successful collaborations between high schools and community

colleges. ERIC

Digest. Retrieved from ERIC database. (ED451856)

Dissertations/Theses: Master's Theses - Unpublished

Lopez, J. (2005). Characteristics of selected multilingual education programs from

around the

world: A review of the literature (Unpublished master's thesis). Dominican

University of California, Retrieved from ERIC database. (ED491402)
Report

Brewster, C., & Railsback, J. (2002). Full-day kindergarten: Exploring an option

for extended learning. Retrieved from ERIC database. (ED472733)

Publication Type: Speeches/Meeting Papers - Unpublished presentation

retrieved from ERIC (Manual, p. 206)

Shaw, C. L. M. (1997, November). Customer satisfaction: Communication

training and the help-desk hot-line. Paper presented at the annual meeting of the
National Communication Association, Chicago, IL. Retrieved from ERIC
database. (ED416553)

Magazine Article:

Bower, B. (2008, Feb. 9). Dawn of the city: Excavations prompt a revolution in
thinking about

the earliest cities. Science News, 173(6), 90-92. Retrieved from

http://www.sciencenewsmagazine.org/

Newspaper Article:

Heinlein, G. (2007, July 24). Michigan smoking ban takes big step. Detroit News.
Retrieved

From http://www.detnews.com

Personal & Other Communications

The APA Publication Manual (6th ed., p. 179) indicates that personal
communications include letters, memos, telephone conversations, some electronic
communications (e.g., e-mail or messages from nonarchived discussion groups or
electronic bulletin boards), etc. Personal communications are not cited in the
reference list, but are cited within text as follows:  

D. Walch (personal communication, January 19, 2007).

(L. Brothen, personal communication, June 6, 2004).

Edited book (editor in place of author)

Inness, S. A. (Ed.). (1998). Delinquents and debutantes: Twentieth-century
American girls’ cultures.New York, NY: New York University Press.

Master's Theses & Dissertations (Manual, pp. 207-208)

Unpublished master’s thesis (not indexed in Dissertation Express or

Dissertation Abstracts/Master's Abstracts)

Paulosky, K. A. (1997). Knowledge and attitudes of pain and activities of nurse

administrators

(Unpublished master’s thesis). Northern Michigan University, Marquette,

MI.

Note: According to Anne Gasque (Manual senior editor), since Dissertation

Abstracts International
is unavailable through NMU, researchers may substitute Dissertation Express
information for DAI
entry information.

(Published) Master's thesis indexed in Dissertation Express

McNiel, D. S. (2006). Meaning through narrative: A personal narrative discussing

growing up with an alcoholic mother (Master's thesis). Available from Dissertation
Express database. (UMI No. 1434728 or MUBS no23645)

(Published) Doctoral dissertation indexed in Dissertation Express

Met, L. (1976). A study of the development and validation of a high school

leadership training program: Evaluation of the student leadership program
(Doctoral dissertation). Available from Dissertation Express database. (UMI No.
7703303)
(Published) Doctoral dissertation abstracted in Dissertation Abstracts
International (DAI).

Gould, J. B. (1999). Symbolic speech: Legal mobilization and the rise of collegiate
hate speech

codes. Dissertation Abstracts International, 60(02), 533A.

 METHODLOGY

Research design

This refers to the research plan that a researcher decides to have in order to
successfully carry out a research study. It is a plan that clearly gives a clue of the
kind of problem that a researcher wants to research on, how the researcher would
like to collect the data, whether the research will be qualitative or quantitative and
even giving a clue about the analysis that shall be carried out after data collection
exercise. This is the plan of carrying out research exercise. The term design means
drawing an outline or planning or arranging details.it plans as to what is to be
observed, how it is to be observed, when/where it is to observed, why it is
observed, how to record observations. Research design is thus a detailed plan of
how the goals of research will be achieved.

Functions of research design

 It is a blue print. The researcher faces many problems like what sample is to
be taken, what is to be asked, what method of data collection is to be used.
but research design minimizes all these problems of the research because
all decisions are taken before hand
 It limits or dictates boundaries of research activity.
 it enables the investigation to anticipate potential problems
Features/characteristics of a good research design

 Must have high levels of flexibility and effectiveness

 Minimize biasness.
 maximize the reliability of the data collected
 Economical
 user friendly
 Appropriate

Types of research design

 Quantitative research design
This is mainly positivistic and numerical method which uses numbers, frequencies,
tables, means and other numerical computations to analyze and present data.

 Qualitative research design

This applies to non-quantitative techniques in data collection, analysis and
presentation. It is a descriptive with expressions and explanations that are intended
to show meanings or feelings.

 Causal (Relational) design research design

This research design targets towards determining the cause and effect of the
relationships

 Correlation research design

This research design looks at establish relationship between relationships
between variable

 Cross sectional research design

This is a snapshot design, in that it focuses on one point in time e.g. studying
events that happened a certain year in that past.

a) Researcher may focus on one variable or more

b) Researcher is interested in understanding a concept at a particular point in

time.

c) Research is carried out in a short period of time (it may cover as short as 6
months or as long as 3 years)

d) When carrying out either qualitative or quantitative studies.

e) Quantitative (or Qualitative) data collection technique(s) are used.

 Longitudinal research design

This study is carried out taking into account all the years, or events or items one
after another.
a) Researcher may focus on one variable or more

b) Researcher is interested in measuring trends

c) Research is carried out repeatedly (periodically) over a long period of time

d) When carrying out either qualitative or quantitative studies.

e) Quantitative (or Qualitative) data collection technique(s) are used

 Analytical research design

a) Researcher uses quantitative variables such as ‘sales level’ and ‘revenue
performance’
b) Researcher is interested in assessing a relationship (association or influence).
c) The research may either take a short time or a long time. It may be carried
out repeatedly or not.
d) It is selected when carrying out quantitative studies

 Exploratory research design

a) When a research study has only one variable

b) When a researcher wants to get details about something

c) When carrying out a qualitative research study

d) Qualitative data collection technique(s) are used

DATA COLLECTION

This involves gathering of information about the problem at hand.

There are two sources of data collection

 Secondary data
 Primary data
Secondary data

This is data that has already been gathered and assembled for other purposes
Sources of Secondary Data

 Internal Sources like company balance sheets, profit and loss accounts etc
 Government Publications, for example, census of manufacturers.
 Trade Magazines etc.
 Commercial Data, for example Data on products and brands sold through
retail outlets.
 Business libraries
 Research reports
 Journals
 Articles
 News papers
 Public records
Advantages

 it’s cheap
 Ready available.
 It is fast to get data
 Takes less time
 Does not require many skills
 It gives a variety of options to the researcher
 It gives the researcher a starting point.
 It may lead to solutions that solve the problem. May be the same problem is
studied
 Provides necessary background and build credulity for the research report.
Disadvantages

 Existing data may be outdated

 Inaccuracy
  It gives Irrelevant data.
 It gives insufficient data.

PRIMARY DATA

This is firsthand information that is usually collected for the first time. It involves
going into the field and getting information from customers. These are data
specially prepared for a particular problem to aid decision making relating to that
problem. Primary data can come from salespersons’ Reports, dealer’s reports and
consumer reports.

Types of primary data

In general there are two basic types of primary research

Quantitative data collection

Data collection involves the use of numbers to assess information. This

information can then be evaluated using statistical analysis which offers
researchers the opportunity to dig deeper into data and look for greater meaning.
Certain information is by nature numerical e.g asking a person their age or yearly
income will result in a number.

Qualitative data collection

This requires the researcher to interpret the information gathered .This data is
expressed using words.

Methods of primary data

These include:

A) OBSERVATION
Here, fresh data is gathered by observing the relevant actors and settings.

Types of observation
  Disguised observation
This is the process of monitoring people who do not know that they are being
watched.

 Undisguised {open observation}

This is the process of monitoring people who know that they are being watched.

 Structured observation
This is where the observer uses a guideline like a questionnaire form on each
person or event observed.

 Unstructured observation
This is where the observer simply makes short notes on the behavior or activity
being observed

 Mechanical observation
This is the use of cameras or recorders that are used to monitor or observe the
behaviors of customers

 participant or non-participant observation

This is where the researcher chooses to be part of the situation she/he is
studying while non-participant he/she is not part of the situation under study.

Advantages

 It gives firsthand information

 Time saving
 It is cheap
 It gives accurate data
 It is easy to carry out
 It is suitable for people who are not good at expressing their feelings
 Less biasness if well done
  Data get from observation is reliable because it the researcher sees what is
done from the field
 it’s an appropriate method where someone is studying about human behavior

Disadvantages

 Time consuming.
 Limited with people with sight
 There is limited information gathered
 Unforeseen factors may interfere with the observation tasks i.e. snakes, rain.
 Behavior changes when people know that they are being watched
 Biasness if there is contact.
Guidelines to observation

 Obtain permission from the managers or supervisors

 Keep a low profile.
 takes notes during the observation process
 Don’t interrupt the individuals at work.
Questionnaires.

This is the most common instrument in collecting primary data. The questionnaire
consists of a set of questions presented to respondents for their answers. A
questionnaire is very flexible in that there are many ways in which questions can
be asked.

In preparing a questionnaire, the professional marketing researcher should

carefully choose the questions, their form, wording and sequence.

Types of questionnaires

 Open ended
 Closed ended
 combination questionnaires
They can be administrated in different ways

 Telephone interview
 Personal interviews
 Replies on mail
 Self-completion

Guideline of questionnaires.

 The number of questions should be as few as possible

 The questions should be short ,clear, simple ,and unambiguous
 The questions should follow a logical sequence e.g. how many children do
you have should not come before are u married
 Avoid sensitive questions e.g. do u have a husband. Do u have martial
problems.
 Mail questionnaires should be accompanied by an introduction (covering
letter}
 Include questions that will be able to capture information concerning your
research problem.
 Piloting questionnaires is necessary to determine whether it is able to
capture all the research variables and in case of any gaps it can be amended.
 Start with easy to answer questions. Keep complex questions for the end
 Use a mix of questions that is closed and open ended questionnaires
 Avoid using leading questions.
 Avoid double barreled questions that is asking two questions in one
 Avoid negative questions and jargons
Advantages

 It is firsthand information
 it gives accurate data
  Respondents are given enough time to give well thought out answers
 It gives more information
 There is less subjective bias because the respondent and the researcher don’t
interact
 It’s good for people who cannot be approached
Disadvantages

 Its only used by the educated

 It’s a slower method.
 Ambiguous omissions cannot be explained
 Wrong respondents fill the questionnaire.
 Control over the questionnaires are lost when sent
 respondents may not be willing to reply
 it’s an expensive method

Sample of questionnaires
TOPIC: THE RELATIONSHIP MANAGER POSTBANK CITY BRANCH

Dear Sir/Madam,
RE: RESEARCH INFORMATION FOR MY BBA PROJECT
1 am an undergraduate student undertaking a degree of Business Administration
Marketing at the college of Economics, Kampala international University. As a
partial fulfillment of the requirements for the award of the bachelor’s degree, I am
conducting a survey on Relationship Marketing Practices on the performance of
Banks in Uganda”. The information you provide in this study will not be used for
any other purpose apart from its Intended academic use. I hereby undertake not to
make any reference to your name in any presentation or report resulting from this
study. I am aware that filling the questionnaire is time consuming. Any additional
information in form of suggestions and comments that you may feel may add value
to my research findings particularly regarding this area of study will be highly be
appreciated.

Appendix B: Research Questionnaire

Section A: Firm Characteristics

1. Number of employees in the bank sections

a) 5 or less []

b) 5-10 []

c) 10-20 []

d) 20-30[]

e) 30 and above

3. State your age?

a) 20-29 [1

b) 30-39 [1

c) 40-49 [1

d) 50-59[]

e) 60 and above [

4. State your gender

a) Male[]

b) Female [1

5. What is your highest educational level

a) High school []

b) Post-secondary [1

c) Bachelor’s degree [1
d) Master’s degree or above []

Section B: The level of Relationship Marketing Practice at City branch

In the past two years which marketing relationship strategies has your bank
adopted?
a) The bank has put in place the customer retention programs in the past one year [
b) Promotion to reward customers []
c) Adoption of Information technology [j
d) Adoption of n~obile banking [1
e) Availability o~loan top ups []
f) Conducting financial services seminars [
g) Others ………………………………………………

7. Have these strategies been successful?

a) Very SuccessfUl []
b) Moderately Successful [j
c) Slightly Successful [1
d) Not successful { )

Describe Briefly……………………………………………..

8. How often does the bank review its relationship marketing strategies?
a) Quarterly []
b) Twice-a-year[}
c) Annually [1
d) After two years []

B) INTERVIEWS
This is interaction with the respondents. The researcher seeks for information
through asking questions. Interviews can be administrated through telephone,
personal interviews and questionnaires
Types of interviews

Structured interviews

The interview has specific set of questions to ask of the interviewee. The
interviewer will direct additional questions to obtain clarification or amplification.

Unstructured interviews

The interviewer counts on the interviewee to provide a framework and direction of

the conversation

Guidelines to interviews

 use clear and concise language

 don’t include your opinion as part of the question
 avoid long and complex questions
 avoid threatening questions
 be polite and kind
 listen carefully
 be patient
 keep the interviewee at ease

Categories of interviews

Telephone interviews

This is conservation on phone. It is a speedy response and can cover a wide

geographical area.

Advantages

 Can be geographically spread

 It is cheaper
 Time saving
 Less tiresome
Disadvantages

 Limited data
  Visual aids cannot be used.
 Interviews are shorter
 Interview cannot study body language

Personal interviews

This is the face to face interactions with respondents

Advantages

 It gives first-hand information

 It gives accurate data
 The researcher can explain the hard terms
 Body language can be observed
 High levels of flexibility i.e. adding questions
 It allows more depth of information
 Visual aids can be used
Disadvantages

 It is costly
 It leads to subjective bias
 Time consuming
 the interviewer needs to be well trained

Sampling

This is the process of selecting a number of respondents from the study population.

Sampling process

 Define population from which the samples is to be drawn

 Determine the sample size that is needed
  Establish the sampling frame of that population
 Choose the method of selecting the sampling units that is probability or non-
probability sampling
 identifying and select the actual members

Sampling Plan.

The researcher must design a sampling plan, which calls for three decisions:

i) Sampling Unit. Who is to be surveyed? This requires determining the target

population that will be sampled.
ii) Sample size. How many people should be surveyed?
iii) Sampling Procedure. How should the respondents be chosen
iv) Sampling frame. this is a list from which the respondents are drawn e.g. pay
roll, class attendance
Methods of sampling

There are two types of sampling

a) Probability sampling
This is where each element of the population has an equal chance of being chosen.

Types/methods of Probability sampling

 Simple random sampling

This where each element in the total population has an equal chance of being
chosen. This involves writing names on the small pieces of paper, the papers are
collected in a bowl and mixed properly to avoid biasness. These papers are picked
till the sample size is got

Advantages

 It’s a cheap method

 It’s time saving
 It’s an easy method
 It enables one to get more reliable and accurate information

 Systematic sampling
The sampling frame is established and the sampling interval are established.

Interval is represented by K

Sampling size- n

Population –N

K=N/n

Example if N= 1000 and sample size is 100

Then K= 1000/100

K= 10

Then we chose a starting number from our sampling frame for example; 3 is our
start number then

3, 13,23,33,43…………………………till we get 100 respondents

 Stratified sampling
The population is divided into strata. This is a process of grouping the population
from heterogeneous to homogeneous population. If the population is 80 and there
are 4 strata then we say 80/4= 20. So that means that each strata contains of 20
respondents. In order to get the selected respondents them we need to know our
sample size if for example our sample size is 40 then it means that 40/4=10
respondents this means that we need to get 10 from each strata. Will then use
simple random sampling to get the 10 respondents out

 Cluster sampling
Non Probability sampling
This is where each element of the population doesn’t have an equal chance of
being chosen

Types/methods of non-Probability sampling

 Convenient sampling
This is the collection of information from members of the population who are
conveniently available. This investigation where there researcher selects persons
he comes across in order to provide information

 Networking /snow ball sampling

This is where a few persons with the required characteristics are interviewed.
These chosen respondents are also given a task of identifying other persons who
will give information to the researcher. This process is continued till the sample
size is got.

 Judgment /purposive sampling

This is where the researcher obtains information from specific target group. The
sample is chosen by the researcher according to his own judgment and wishes

Advantages of sampling

 Cost saving
 Time saving
 High accuracy is got
 Greater scope of information is got
 Minimal error are got