University Business Research Methods: Research Report Analysis

This research report examines business research methods, focusing on observation data collection and online survey questionnaires. Task 1 explores the purpose, advantages, and disadvantages of observation, including different dimensions like direct, naturalistic, participant, and structured observation. It also discusses observer bias and ethical considerations. Task 2 investigates technologies for online surveys, comparing tools like Google Forms and SurveyMonkey, along with questionnaire design principles. The report concludes with a discussion on mixed methods, their advantages, disadvantages, and analysis of bias-free data collection. The report provides a comprehensive overview of research methodologies relevant to business studies, offering insights into data collection techniques and ethical considerations.

Running head: Research report
Business research methods
Name of Student
Name of the University
Author notes

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Table of Contents
Task 1...............................................................................................................................................3
Purpose of observation data collection, its advantages and disadvantages.................................3
Observation..............................................................................................................................3
Advantages..............................................................................................................................4
Disadvantages..........................................................................................................................4
Four dimensions of observation...................................................................................................5
Direct or reactive observation..................................................................................................5
Naturalistic observation...........................................................................................................5
Participant observation............................................................................................................6
Structured observation.............................................................................................................6
Observer bias and ways of minimizing it....................................................................................7
Involving well trained observer...............................................................................................8
Setting clear guidelines of the research...................................................................................9
Ethics of using Concealed observation for researches................................................................9
Task 2.............................................................................................................................................10
Technologies for online survey questionnaire, its advantages and disadvantages....................10
Google forms.........................................................................................................................10
Survey planet.........................................................................................................................11
SurveyMonkey.......................................................................................................................11

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Survey Legend.......................................................................................................................12
Principle of wording in questionnaire design............................................................................13
Mixed method of data collection for the research.....................................................................14
Advantages............................................................................................................................15
Disadvantages........................................................................................................................16
Analysis of bias free mixed method of data collection..............................................................16
Reference.......................................................................................................................................18

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Task 1
Purpose of observation data collection, its advantages and disadvantages
Observation
Observation in the research can be explained as one data collection method, which allows
collecting idea about the researched phenomenon by observing the particular phenomena and the
time of its occurrence. In this approach, the researcher focuses on observing human behavior,
and human interactions in context of the research phenomenon. Observations can also be made
on nonverbal and verbal expressions (Suen and Ary 2014). Additionally, while documenting the
observation, it is necessary for the researcher to differentiate his/her own observation from the
observation gathered from other people. The observation data can be stored in several formats
such as, textual, audio, visual, digital formats and even audio and video recording and sub-genres
of note takings (Sekaran and Bougie 2016). Depending on the nature and format of the research,
the researchers need to select the most appropriate kind of observation (Laitinen, Kaunonen and
Åstedt-Kurki 2014). The observation techniques can be either structured or unstructured and the
researcher can perform observation either from inside or from outside point of view of the
research phenomenon. Traditionally, the technique of observation for collecting the research data
retrieved from the anthropology and ethnology data collection practices. Below there is a list of
characteristics of the observation process.
1. It is specific and significant
2. Objective and quantitative
3. Always have a definite aim

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4. Records of observation are made immediately
5. The method is verifiable
Advantages
Simplest method: This method can be explained as the most common yet simple method of
collecting the data. No higher technical knowledge for this process; however, only the scientific
researches need some technical skills.
Useful for forming hypothesis: While forming hypothesis for the research, observation is
identified as the foundational pillar. It helps the researcher to collect a deep knowledge regarding
the topic, thus becoming beneficial I n forming the exact research hypothesis (Choy 2014).
Higher accuracy: Unlike the other indirect data collection methods such as questionnaire,
interview and many such (where it become mandatory for the researcher to depend on the data
and information provided by the respondent), here the researchers have the potential ability of
checking the accuracy of the collected data (Sekaran and Bougie 2016).
Disadvantages
Less reliability: As the social phenomena cannot be used or controlled for the laboratory
experiments, in this case the generalizations made using observation method cannot consider
being highly reliable. Therefore, in some cases the relativity of the social phenomena creates
major difficulty for creating valid generalization.
Personal bias of observation: Personal point of view or personal bias can create major obstacles
in gathering the most appropriate result (Morgan et al. 2017). Sometime the own point of view or
idea of the observer might be wrong and have different perception, in this case correct
generalization is not possible.

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Slow investigation: Definitely, it is a time taking process and in case of complicated research
areas, it takes longer time than expected. Due to this the researcher or the observer might lose
interest.
Four dimensions of observation
Below, there are four different types of observation methods that provide different perspectives
to the particular process and the researcher can select the most appropriate type of technique
based on the nature and complicacy of the research.
Direct or reactive observation
In case of direct observation there is a knowledge that the people are getting observed
and they react according to that. The direct observation falls into two categories; continuous
monitoring and time allocations. Continues monitoring (CM) can be explained by observing a
particular subject and recording (either electronically, manually, or both) their behavior as much
as possible. Additionally, this type of observation mostly used in case of organizational context,
such as monitoring and evaluating the overall performance (Briesch, Volpe and Ferguson 2014).
However, the main limitation is that the particular process is time consuming. On the other hand,
the Time Allocation (TA) is another observation process in which the researcher randomly sets
the time and selects a particular place and recording the behavior of the people.
Naturalistic observation
Naturalistic observation usually measures or involves any method that is related with
studying behavior of the individuals where the individuals do not have any idea that they are
getting observed (McDonough and McDonough 2014). In this case, there is no such concern that
the researcher or observer might change the behavior of the participant. Issues related to validity

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required to be considered while performing unbiased observations. Usually, there are two type of
unobtrusive observation: behavior trace and disguised observation. Behavior trace mainly
includes the process of findings several different things the individual leave behind and then
interpreting what they exactly mean (Sekaran and Bougie 2016). Whereas, in Disguised analysis
the observer pretends to join (or actually) is one of the member of a particular group and then
record several information related to that group. In this case, the members of that group are
totally unknown about the intention of the observer and the observer may several different roles
for collecting the data.
Participant observation
Another essential approach of collecting the research data using observational research
can be explained in terms of participant observation. Researchers performing this type of
observation are needed to be an active participant in a particular group or situation related to the
research area. This is quite similar to the disguised observation (Jorgensen 2015). However, the
basic difference is that, this type of observation needs to emphasize on those data that are
collected by the active participant of the group only. The data that are collected by using this
format are usually gathered by unstructured interviews and direct interactions.
Structured observation
Events occurred or observed in a structured observation are generally recorded according
to the observation guide. The observers in this case are not directly involved in the activities that
are being observed; rather record them inconspicuously. However, it is considered that presence
of a non-interacting or a neutral person might also influence the whole behaviors of the event or
individual(s) being observed (Glazier 2019). Though the structured observation seems to be
simple, obtaining essential data needs an informative and useful observational guide, reliable

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observers, and cooperation the participants. There are certain steps needed for effective
observation, these are as follows;
1. Deciding whether a particular person is needed or not
2. Determining the exact area of observation
3. Selecting the observer
4. Developing and observation guide
5. Choosing several settings of observation
6. Train the observers and test the observations
7. Conduction of the actual observation process
8. Analyzing and interpreting the findings gathered from the observation.
Observer bias and ways of minimizing it
Observer bias is also identified by the name research bias or experimenter bias. The concept
of observer bias can be explained by the tendency willingness of the researcher to view and
analyze a particular concept from his/her own point of view. While proceeding the research on a
particular subject or area, the researcher come across several knowledge and usually come to a
subjective feelings regarding the particular group being studied (Jamshed 2014). Overall, it can
be said that they end up with having a table with the unconscious and conscious prejudice.
Moreover, in case of the subjective researches, the observer bias is identified as an important
form of the detection bias that originate at a particular stage of recording some information or
observing something. However, in some cases, while the subjects do have an idea of getting
observed, occurrence of observer bias is common and obvious (Creswell and Creswell 2017).
Following there are some common type of observer bias.

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Confirmation bias: Usually occurs when the researcher performs the data analysis process and
willing to prove one predetermined assumption. They then continuously analyze the data until
the particular assumption get proven (for example, intentionally excluding some variables from
the data analysis). However, the particular situation generally occurs when the data analysts are
want to support a particular conclusion (Rudi and Drake 2014).
Selection bias: This type of bias mainly occurs when the research data are chosen subjectively.
As a result of which, the samples used in this case are not effective reflection of the population.
Unlike the previous type, this type of bias usually occurs when the data collection focuses on
surveys. Frequently, customer panels can also form major selection bias (Stanley and
Doucouliagos 2014). It majorly affect the overall research and its final conclusion.
Stereotyping: Perhaps it can be identified as most common form of bias. It mainly assigns a rigid
bunch of characteristics to the all members of a particular group, at a cost of personal differences
as well as attributes. In rare cases the stereotypes are positive but in most of the cases they are
negative (Koenig and Eagly 2014).
Observer bias can be reduced or minimized by setting a particular time frame for collecting the
data, analysing them along with deciding exact duration for each part of the research or the
experiment. However, below there are two important ways by which the personal observation
bias can he majorly reduced.
Involving well trained observer
Prior to the conduction of the research work, it is necessary to ensure that every person
involved in the research are well trained and have an sharp knowledge of all the parts associated

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with the research. While conducting some complicated research it is better to engage some
experienced observer and train the new observers for perform better and bias free.
Setting clear guidelines of the research
Obeying all the research guidelines and principles need to be an important concern of the
researcher and the observer. However, apart from obeying all the pre-set guidelines, in order to
gather more appropriate and bias free result, the observer can set some principle and rules for
collecting bias free data and conclusion (Schellenberger et al. 2015).
Ethics of using Concealed observation for researches
Concealed observation can be identified as one rarely used research or observation method in
which the observer stays hidden from the particular subjects of the research. However, in case of
performing wildlife research or studies, this is the most common type of observation method. In
such researches, a known presence of individuals might majorly affect the research subject and
the conclusion as a whole. In this case the subjects related to the research has no idea that they
are getting observed (Wallace and Sheldon 2015.). However, the critical concern regarding
carrying out the concealed observation is mainly related to the ethical issues associated to it. As
per the research ethics, in many case, keeping the samples’ identity hidden is become necessary
to avoid any major controversy. Additionally, observing a particular individual or gathering data
without any knowledge of the person also against the ethical concerns associated with the
research. Therefore, the concealed observation can majorly violate the research ethics in some
cases. On the other hand, in case of a non-concealed observation, the investigators might obtain
knowledgeable data in both the forms that is written and verbally in knowledge of the subjects or
persons associated with the research. This type of observations do not violate the research ethics.

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Task 2
Technologies for online survey questionnaire, its advantages and disadvantages
With the emergence of several technologies and tools, the current age researches have
become easier and simpler helping the researcher to collect most appropriate research data and
analysing and interpreting those data successfully. Survey is an essential data collection
approach that the researchers used for gathering most appropriate data. It comes under the
primary data collection approach. Below there is critical analysis of most used survey tools is
given.
Google forms
Much similar to other existing tools offered by Google, the Google Forms is one efficient
survey tool for easily collecting the online survey responses by forming simple questionnaires.
The particular tool is completely free and also no restrictions are there for creating number of
surveys. In addition, the tool also provides higher flexibility in deciding the number of question
to be included in the survey form and the total number of responses to be collected (Mallette and
Barone 2013). The researchers can even export the results automatically to the Google Sheets for
sharing and accessing them online. Additionally, there is a facility of adding collaborators as
well as the embed surveys into the emails. Unlike other survey tools, this tool does not have any
premium version; that is all the facilities provided can be accessed completely free of cost.
Advantages: The simpler format and ease of use of this tool helps the researcher in creating and
deploying the forms easily. Even users having sound or average computer knowledge can use
this tool easily (Lindsay 2016). The forms here are usually integrated with Google Sheets that

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provides a spreadsheet of the collected data, by making it simpler to analyze. Based on the nature
of the research, the data used in this form can be customized.
Disadvantages: However, the design customization in this tool is limited. It can take images up
to 2MB and texts of 500 KB, taking more than this limit is not possible in this tool.
Survey planet
Another simpler tool for conducting online survey is the Survey Planet. This platform
provide no restrictions on creating surveys adding number of questions and getting responses.
The tool also provide sharing the survey in several social network and creating duplicate survey
by just a single click. The researchers can create their surveys in 20 different languages. No data
mining or information selling is there. The paid plans of this tool begins with $180/year and also
provide facility of branching questions, customize the survey themes, creating non-branded
surveys, and collecting the in the response in form of charts (Moser and Kalton 2017).
Advantages: The tool is very simple and easy to use and the users can even add videos and
hallucinatory images to the questionnaires. Providing less complexity and customized themes to
the user, the tool has gathered higher popularity.
Disadvantages: The only disadvantages of this tool lies in its costs. While other tools such as
Google forms allows the user to create forms for free, this tool charges $180 on annual basis
from the users.

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SurveyMonkey
SurveyMonkey is another common and popular tools for designing questionnaire for
surveys. The researchers can create simple surveys with in a minimal time period. Like other
tools, it also allows the researcher to share the link or else directly embed it on the site. The
features of this tool can be explained in terms of test analysis, survey templates, skipping the
login, customizing the survey links and themes with custom reporting and branding. After the
free trial ends, the user have to pay an amount of $26/month for further designing of the
questionnaires.
Advantages: The general usability, security and the set of comprehensive features provided by
this tool creates major advantages for adoption of it (Herreid et al. 2016). Offering the feature of
embedded question, containing built in questions, it helps the user in designing the survey form
more easily.
Disadvantages: The major limitation in this case is that the functionality is very much limited in
the free version and it allows designing 10 questions only and collecting 100 response per
survey.
Survey Legend
Survey Legend is identified as one advanced platform or tool for conducting surveys. The
particular tool allows its users to build easy-to-use and useful surveys even on mobiles, tablets
and other such devices. However, the main motive of its design was using the tool for conducting
the enterprise-level surveys. Some of major brands such as brands Groupon, Samsung, AirBnB,
and many others are using this tool for conducting successful surveys. Unlike the other existing
survey tools, questionnaire designed using this tool are comparatively polished and

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understandable. However, the Data export options are available for the paid versions only. After
the free trial ends, the services of it starts with a price range of $15/month.
Advantages: It provide a number of different themes to select from and make an eye catchy
design of the survey form. This also provides facility of adding a front page for introducing the
researcher. It also allows the researchers to drag and drop the type of question that they want to
include in their surveys. There is also facility of adding unlimited amount of question and thus
creating a better understanding regarding the topic.
Disadvantages: Despite of having a number of options, the free version has an imitated amount
of facilities. Although the total number of responses as well as questions for each survey are
unlimited, yet the free account allows to create only 3 surveys per each account.
Principle of wording in questionnaire design
The principles of wording can be explained as the appropriateness of the main contents of the
questions. The overall nature of variable tapped usually explains the kind of questions to be
asked and designed. In case the variables tapped have a subjective nature (for example,
involvement and satisfaction), where the attitudes, perceptions, and beliefs of the respondent
need to be measured, there it is necessary for the questions to be tapped according to the
elements and dimension of the concept. However, in case of the objective variables (such as
educational levels, gender and age of respondents) are tapped, there the researchers can go for
the single direct questions. In addition to that, the main purpose of every question need be
considered carefully so that all the variables can measured adequately and no superfluous
questions need to be asked. In a simple format, it can be said that the principle of wording can

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typically related to all the necessary factors for designing a question or even forming a simple
sentence (Van Sonderen, Sanderman and Coyne 2013). The main factors in this case are the
content of the question, understanding level of the language used along with the way of using the
question and the manner in which the particular question is going to be asked. Designing of the
Survey questionnaire responses are usually related to several important factors such as, wording
of the, response options, item order, and several other factors. However, among all main focus is
given to the wording of the question. Creating a better understanding of the research subjects,
explaining the subject in a broader aspect and understanding the main agenda of the research,
wording plays an important role. Therefore, the researchers need to be more sensitive about
selecting and applying the exact word for constructing meaningful questions. The effective way
of knowing how exactly individuals are interpreting the wording of the questions is conducting
certain pre-tests and explaining the way they are interpreting the questions.
Example: Asking a subjective nature: “How ambitious are you?” Asking an objective variable:
“What was your greatest success?”
Mixed method of data collection for the research
Mixed methods can be explained by an emergent methodology for collecting data for carrying
out the research efficiently. The main intention of this approach is to mix or integrate the
quantitative as well as qualitative data related to the in a single sustained program or
investigation of inquiry (Krosnick 2018). As integration of two type of data collection
approaches (qualitative and quantities) create better understanding of the research and helps in
gathering most prominent result; therefore the researchers of current age are adopting this
approach majorly. In addition to that the fundamental premise of this particular methodology is
that integration can lead to a more synergistic and complete utilization of the collected data

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rather than the separate qualitative and quantitative data collection as well as analysis. The two
methods used to create a mixed data collection method can be explained as follows;
Quantitative: The method of collecting data is also known as primary data collection and it is
most common type for collecting the appropriate data for the research. The data here mainly
gathered from structured or unstructured interviews and surveys (Palinkas et al. 2015). Statistical
analysis of the data is performed here and then the result of the analysis is converted into graphs
and charts for collecting a comprehensive and pictorial format of the data.
Qualitative: On flip, the qualitative data are also identified by the name secondary data. These
data are collected from the internet resources, observations, focus groups, government or census
data, books, journals and many such resources. Unlike the quantitative method, the data here are
analyzed using different path of aggregation method (Zohrabi 2013).
Mixing both the quantitative and qualitative data related to the research area, the
researcher can gain depth and breadth understanding of the subject and can make successful
corroboration. However, the major advantage of this approach can be explained in terms of
triangulation (Caruth 2013). Triangulation is the process where several different aspects of
research such as methods, data sources as well as researchers are collaborated for examining the
actual phenomenon. In addition, triangulation also provides higher facilities to the researcher in
identifying every aspects of the research more precisely and accurately thus approaching it from
several vantage points and utilizing different techniques and methods (Guest 2013). Moreover, a
successful triangulation always needs careful collection and effective analysis of the type of data
given by every method, and analyzing its weaknesses and strengths (Bulsara 2015). When the
researcher wants to corroborate or validate the result gathered from different methods and wants

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to analyze the research question from different perspectives, this method is highly useful (W
Creswell 2016). Furthermore, for generalizing the qualitative data analysis result and developing
certain theory about a particular phenomenon this approach is widely useful. Following is a list
of advantages and disadvantages of this approach.
Advantages
1. Dominates the individual limitations of the quantitative and qualitative data analysis;
thereby providing higher strength to the research activity.
2. Provides a complete and comparatively comprehensive approach to the research, thus
creating higher understanding about the selected phenomenon (Abro, Khurshid and
Aamir 2015).
3. Allows the researcher for developing context specific and better research approach and
helps in collecting actual research outcome.
Disadvantages
1. The research design used here might be more complex
2. The process can be highly time consuming and more resources can be needed for this
process (Palinkas 2014).
Analysis of bias free mixed method of data collection
The statement provided explains that, “every data collection method has its own built in
biases therefore, restoring to mixed method of data collection is only going to compound the
biases.”
While proceeding with the research activity, the researcher might face several barriers
such as limited time and budget, complicated data collection and analysis activities, in sufficient

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resources to complete the research and many others. However, bias is one major hurdle to the
research activity that creates major hurdle in the way of effective conduction of a particular
research. As disused above, data collection by observation can affected by higher bias, thus
affecting the entire research process. Therefore, it is essential for the researcher to avoid the bias
occur in the research and proceed with the actual data for collecting most appropriate outcome.
Similar to the observation, bias can be found in the qualitative and quantitative method also.
However, if the researcher proceed with the mixed method then chances of occurrence of bias is
comparatively minimal (Guetterman, Fetters and Creswell 2015). The triangulation approach
provided by the mixed method mainly focuses on minimizing bias occurs in the researches. This
particular approach incorporates a number of methodologies for studying the phenomenon
effectively. In addition, the process can also utilize both the quantitative as well as qualitative
methods within the same study. The primary objective of the triangulation is to reduce or
eliminate biases as well as enhance the validity and reliability of the study.

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