Understanding of Human Behavior and the Associated Reasons that Cause this Behavior - Research Paper Example

Background of the research In a highly competitive market where there are a plethora of universities, students vie each other to get into the best university. On the other hand, universities make endless efforts to ensure that they have attractive opportunities for students so that the best of the students enrol. This research has been conducted to analyse why and how the students choose to study at the University of Manchester’s School of Management. An analysis of the external and internal environment of the competing universities is essential so that there is an overall understanding of the decisions of the students. Objectives 1. Understand why the students apply to this university 2. Understand why they choose this university over others 3. Understand the benefits that they derive when they study here 4. Highlight the issues the students face in this university 5. Analyse the data collected and understand what measures the university can take to improve and develop itself Proposal-Quantitative research According to Yin (2003), a quantitative research is a methodical empirical research of social sciences with the help of statistics and mathematics implementing computing techniques. The aim of such a research method is to implement mathematical models and theories that revolve around the hypothesis of the research. Numerical data is essential so that the results may be represented in mathematical form and thus the subjects are asked to answer questions in numerical form so that such computations may be made. Hypothesis H1o: There is not a significant positive relationship between good education and why the students apply in University of Manchester School of Management H2o: There is a positive relationship between good education and why the students apply in University of Manchester School of Management H3o: There is no significant positive relationship between good education and why the students apply in University of Manchester School of Management H4 The process of application is simple Sampling method The sample size selected for conducting the research is 315. This is because the total population of the university is 1000 and 315 represents the population substantially. The method of selecting the sample in this specific research is stratified sampling. Such a method is considered to be better than random or systematic sampling method as it decreases the occurrence of errors. In this method, the different groups within the population are formed by classifying them according to the similar features that they have in common. The methodology involves determining a proper percentage of the sample from a group for the sampling, which collectively represents the population. This decreases the errors that may be caused by the random sampling method. Stratified sampling is preferred in this research because the university has sub groups of different levels, classes, subjects and such a selection method is much more appropriate than random selection. Thus students from each department were selected and asked to give their reasoning for the selection of this university. Sampling, as defined by Saunders et al (2009) is the collection of data from a smaller group size rather than collecting the data from the entire population. Collecting data from the entire population can be costly and time consuming. The budget and the time frame are important and constraining to any research and since fewer subjects are involved in sampling, the researcher can control it. The primary step involving sample selection is defining the population that is to be researched and sampled (Burns 2000). In this research, the population is the students of the University of Manchester School of Management. As Malhotra and Burks (2007) explain, the initial segments of sampling are the probability and non-probability sampling. In the former, the subjects may be randomly selected as it is based on convenience and preferences of the researcher but in non-probability sampling it becomes difficult to make generalizations conforming to statistical argument. In this research the subjects will be those studying in the University of Manchester School of Management. Data Collection tool. –The questionnaire The data collection is this research may be conducted using the survey methodology. In this method, questionnaire can be distributed to the sample selected, which would determine why and how the subjects select the University of Manchester’s School of Management. The questionnaire designed for the research is a five point Likert scale to assist in measuring all the variables. The scales diverge from 1 (strongly disagree), 2 disagree, 3 neutral, 4 agree and 5 strongly agree for all the questions in the questionnaire. Dimension / antecedents predicting the reasoning for the selection of University of Manchester are measured with the help of a 14 questions questionnaire which was created after assessing the variables of the study in perspective. After studying the literary work on what other researchers had opinionated about the topic of the research, a closed ended questionnaire was developed keeping in mind the dependent and independent variables involved. The questionnaire has been developed keeping the hypothesis in perspective. Conducting the questionnaire research To conduct the research, the questionnaire will be emailed to the individual subjects. Emailing will save time and enable the researcher to cover a larger sample size. The subjects will be asked to return the questionnaire within 2 days. Reminders will be sent to all those subjects who delay the returning of the questionnaire. Each questionnaire will be accompanied by a simple introduction of the research and why it is being conducted. The researcher has to keep in mind that all the subjects that receive the questionnaire may not fill it out and return it. Moreover, some may fill it out incorrectly thus a margin of such errors has to be considered. Data analysis The data so collected from the research will be analysed using Statistical software is used i.e. “SPSS” (Statistical Package for the Social Sciences). Malhotra and Burks (2007) explain that the software can be used for the variables of the survey. Though SPSS, the reliability analysis that measures the consistency and the reliable factor of the test results may be assessed. Moreover, regression or the relation between the variables may be determined etc. other such tests can also be conducted. SPSS is selected because it has more technical variation for analysing the test results. The data will be presented systematically on excel sheets. To use the SPSS, the researcher has to have adept knowledge of the software of else the research results may not be utilised to attain the desired results. Part 3 Research methodology Denzin & Lincoln (2000) explain that qualitative research is a methodology used to investigate given topics of research in various academic subjects especially in social sciences and now even in market research. The researchers in such a research method intend to collect a detailed understanding of human behaviour and the associated reasons that cause this behaviour. Qualitative methods also research the why and how connected to a particular decision made. The research methodology chosen for qualitative research is the interview method. Malhotra and Burks (2007) add that this method enables the researcher to extract detailed responses from the subjects. However, since it is a time consuming method, the researcher is not able to interview a large number of subjects unlike in the qualitative method. Sample Selection method The selection method used for this research is random selection. This method of selection has been implied because every subject may not want to give interviews nor they have the time to. Since the interview method is time consuming, random sampling was the best option keeping in mind the limitations of the researcher. Moreover, Malhotra and Burks (2007) add that such a method of selecting samples saves the researcher time and costs which are two essential factors of conducting a research. Data collection The data collection method in this research will be the interviews method. With this method, the researcher is able to extract important information from the subjects. The information collected is in line with the hypothesis of the research. Moreover, Saunders, Lewis and Tornhill (2009) explain that the interview can be designed in such a way that detailed information may be collected from the subject. In the case of this research, it is essential to have details regarding how and why the students get admission in this university and to obtain the different perspectives of the students interviewing them seems like a viable method. However, care ha to be taken that the interview remains within he topic of discussion and is steered back to the research topic. According to Saunders, Lewis and Tornhill (2009) if this is not done, then there may be a lot of information that will be redundant thereby wasting the time and efforts of the researcher and the results may also be deviated. Thus the interview should be constructed well and the interview conductor should conduct it in such a manner that the required information is extracted from the interviewees. Conducting the research Once the researcher has selected the subjects, they are interviewed in a conducive environment. This is because a non-friendly environment may affect his responses, which in turn, may affect the final results. The questionnaire for the interview has to be well prepared and the interview conductor should know how to steer the interview within the parameters of the research topic. In addition, Saunders, Lewis and Tornhill (2009) exoplain that it is important to extract the required information from the subject. The interview is recorded on a recording machine or notes can be taken about the interview answers. This will enable the researcher to refer back to the answers and make analysis. Data Analysis Yen (2003) explain that analysing the data collected from the interview method may be a tedious process. This is because mostly the interviews are recorded and the researcher is required to convert it on paper. this itself is a time consuming procedure. Once this has been done, Saunders, Lewis and Tornhill (2009) exphasize that the researcher has to analyse every response of the subject and thus require a lot of time and effort by the researcher. The researcher then groups similar questions and then their answers while analysing the results. However, Yin (2003) counter that the results are dependent upon the interpretation of the researcher and may be subject to his bias at times. thus it may be said that the results are not entirely reliable as there is a factor of bias involved. PART 4: Critical evaluation Yin (1994) explain that the research philosophy enables the researcher to select the appropriate research method for the particular research and also assist in improve the research methods as per the research requires. By understanding the research philosophy, the researcher can refine the kind of evidence that is gathered and its origination. Moreover, Cooper (2003) adds that the different types of methodologies used for the interpretation of the data collected. However, the researcher has to understand the research philosophy completely so that the right method of research may be selected in the research process. Thus the researcher has a better command on the whole research once he understands the whole research philosophy. Paradigm Joppe (2000), defining a paradigm explains that a paradigm comprises of ontology, epistemology, methodology and the methods. Ontology is studying the reality. A realistic approach by the researcher is essential as to how things are and how they are actually functioning. According to Schwab (2004), epistemology is the knowledge and how it can be acquired, transferred and communicated etc. since every paradigm has its own ontological and epistemological assumptions and since all assumptions are speculations, no paradigm can be approved or disproved experientially which in turn is suggested in the methodology implemented in the research. Positivism The questionnaire method has ontology of positivism as it is based on realism and how things are as they stand. The framework for this research type is positivist. The intention of the research will be to check the hypothesis and then indicate to the researcher why the students select this university and how they manage to do it. . The positivist position emerges from the natural science and consists of hypothesis testing which is designed after studying the theories obtained from the computable observations from the society. According to Alreck & Settle (1995), this is also a deductive approach or theory testing. Nevertheless, this method based on the perspective that the social world in not only objective in nature but the realities stem from external factors only. Thus as per positivism, the information is confined to observations fro external factors. Positivism is based on reasons stemming from the truth, with justification based on the primary data that has been collected using quantitative methodology with statistical calculations etc. As Cooper (2003) explains, Such a method alone may not be able to give the real reasons why and how the students apply in this university because there are a lot of internal and environmental factors that influence the decision making of the students which may not be known if this approach is used alone. However, the data can be observed in a critical manner and thereby detailed analysis can be made as a large number of subjects can be covered however, the analysis will be focused on knowledge gained from external factors only. But the important factor is that if the same research is conducted by other researchers, the same results may be obtained. Interpretive / Constructivist: The interpretation method has many advantages as it includes the social factors in the observations also. The subjects are able to voice out their opinions especially in the case of an interview and are able to relate the internal and external forces acting on them that influence their decision. Such a data enables the research results to be very relative. Such a method enables the researcher to understand the thinking of the subjects along with their emotions, the may they express themselves and their body language, which is essential for a research. However, Foddy (1994) points out that such a method is prone to mistakes and wrong analysis of the data collected. An interpretive approach is primarily used in qualitative research. Bell & Bryman (2007) explain that in this method, fewer subjects can be covered in comparison to the questionnaire method. Moreover, Holliday (2007) ads that the analysis is dependent upon the observations and interpretations of the researcher which in turn may be subject to bias. In addition, the results may vary if the research is conducted all over again. But the probability of this is minimum in the quantitative research. Research approach It is important for the researcher to know which research approach should be implemented. In the quantitative research the main approach is the deductive approach in which the researcher uses the positivist framework and evaluates the hypothesis. Such a research approach is more intensive as it requires the use of theories, laws or rules when analysing the data. However, according to Denzin & Lincoln (2000) the inductive approach is not relying on theories and researcher also has the flexibility to give his own subjective analysis supported by examples from his own observations. Choice of research method The research methods chosen for the given topic are both the quantitative and qualitative methods. The research will conduct the questionnaire method as well as the interview methods. With such a mixed approach, the researcher will be able to cover a large number of subjects. The research data can be statistically evaluated and analysis can be done using mathematical calculations thereby proving or disproving the hypothesis. However, since the questionnaire research will not be able to look into the individual limitations and internal and external environmental factors, the interview method is also essential along side this method because of the nature of the research topic. According to Creswell (2003), with the interview method, the emotional limitations affecting the decisions of the students can be assessed. Moreover, by using both these methods simultaneously, the limitations of the qualitative methods may be overcome to a certain extent, as the quantitative method will nullify the results that may seem implausible. Thus the research results may be more balanced and reliable when both the methods are used together. Research strategies Bell & Bryman (2007) explain that the third layer of the onion research model has the strategies. Though there are seven strategies. For this particular research three strategies were used as per the paradigm namely the case study method, the interview method and the questionnaire method. Research choices As per Bryman & Bell (2003), the onion research defines three types of research choices-the mono, the multi and mixed. In this research, the mixed method has been selected as both the qualitative and quantitative methods have been used. Risks and ethical issues By selecting both the methods simultaneously the researcher takes a risk of not being able to complete the project on time. Moreover, the cost structure has to be considered, as the research will be having a limited budget. Ethical issues essential in this research as primary research has been opted and thus it is necessary that the subjects understand the reasons for the research and they are clear about its purpose. Moreover, according to Bell & Bryman (2007), they should be given the assurance that their personal information will not be used anywhere else nor will the research results be used for any other purposes. In addition, the data should also be handed properly and proper interpretation of the data should be conducted and its misuse should be completely avoided. APPENDIX Questionnaire Questionnaire- Quantitative research 1 2 3 4 5 1. You applied to other universities also 2. The application process was easy 3. You applied to the university because of its good reputation 4. You applied in the university because of its convenient location 5. Management is its only popular discipline 6. You heard of the university through media 7. The admissions criterion is difficult 8. You applied here because you did not get admission any where else 9. You applied here because you wanted a solid career and a secure job in the future 10. You feel you made the right choice by getting admission here 11. You are satisfied with the curriculum and teaching method 12. The teachers are as per your expectations 13. There are no existing biases between teachers and students 14. You would recommend others to apply in this university INTERVIEW QUESTIONS 1. Why did you choice this university. Please elaborate on the benefits you feel you will get after you graduate from here 2. Discuss the difficulties faced when applying for this university 3. Compared to other universities, how is this university better than others? 4. How is the environment of the university? Including the staff, the curriculum and the students? 5. What are the things that you would like to improve and how? GANTT CHART Mar 14-16 Mar 16-21 Mar 21-31 Apr 1-5 Apr 6-10 Apr 11-15 Selecting subjects Distributing questionnaire Collecting questionnaire Data presentation SPSS data analysis Selecting subjects Conducting interviews Data presentation Data interpretation Conclusion References Alreck, P. & Settle, R. (1995). ‘The Survey Research Handbook’, New York: Irwin Professional Publishing. Bell, E., & Bryman, A. (2007). Business research methods. 2nd ed.New York: Oxford University Press Inc. Bryman, A & Bell, E 2003, Business Research Methods, Oxford University Press, Oxford, UK. Creswell, J 2003, ‘Research Design: Qualitative, Quantitative, and Mixed Methods Approaches’, Thousand Oaks, California: Sage Publications. Cooper, D. R.; Schindler, P. S., (2003), Business research methods, 8th edition, New York: Pearson Publishing Denzin, N. & Lincoln, Y 2000, Handbook of qualitative research (2nd ed.). Thousand Oaks, CA: Sage Publications. Foddy, W 1994, ‘Constructing Questions for Interviews and Questionnaires’, Place? Cambridge University Press. Holliday, R 2007, Doing and Writing Qualitative Research, 2nd Edition. London: Sage Publications. Joppe, M. (2000). The Research Process. [Online]. Available from: http://www.ryerson.ca/~mjoppe/rp.htm [Accessed Dec 12 2011] Malhotra, N. K.; Burks, D. F., (2007), Marketing research – An applied approach, 3rd European edition, Saunders, M., Lewis, P. and Tornhill, A. (2009) Research Methods for Business Students, Fifth Edition edition, Italy: Rotolito Lombarda. Schwab, D. P. (2004). Research Methods for Organizational Studies, 2nd ed. Mahwah, NJ: Lawrence Erlbaum Associates, Inc. Yin, R. (2003). Applications of case study research. Beverly Hills, CA: Sage. Yin, R. (1994). Case study research: Design and methods (2nd ed.). Beverly Hills, CA: Sage. Yin, R. (2003), Case Study Research: Design and Methods, Sage, Thousand Oaks, CA. Read More