ACCOUNTING RESEARCH METHODS

MODULE 1 : INTRODUCTION TO BUSINESS RESEARCH - - sample selection

FUNDAMENTALS OF RESEARCH - data analysis (collecting data, analyzing the data and
Business research is a systematic inquiry that provides reporting results)
information to guide managerial decisions. It is also a Business research process involves the stages as
process of planning, acquiring, analyzing, and follows:
disseminating relevant data, information and insights to 1. Clarifying the research question
decision makers in ways that mobilize the organization 2. Proposing research
to take appropriate action which in turn maximize 3. Designing the research project
performance (Cooper & Schindler, 2014). 4. Data collection and preparation
Furthermore, business research is the systematic and 5. Data analysis and interpretation
objective identification, collection, analysis, 6. Reporting the results
dissemination, and use of information for the purpose WHAT IS GOOD RESEARCH?
of improving decision making related to the 1. Purpose clearly defined
identification and solution of problems and 2. Research process detailed
opportunities in business and management. 3. Research design thoroughly planned
PURPOSE OF BUSINESS RESEARCH 4. High ethical standards apply
-is conducted purposely to investigate some existing 5. Limitations frankly revealed
problems or new opportunities as well as to find 6. Adequate analysis for decision makers’ needs
solutions to problems and to exploit opportunities that 7. Findings presented unambiguously
would help decision makers come up with smart 8. Conclusions justified
decisions. 9. Researchers experience reflected
B. FACTORS THAT STIMULATE THE STUDY OF ETHICS IN BUSINESS RESEARCH
RESEARCH Ethics are norms or standards of behavior that guide
1. Information overload moral choices about our behavior and our relationship
2. Technological connectivity with others. Hence, the goal of ethics in research is to
3. Shifting global centers of economic activity and ensure that no one is harmed or suffers adverse
competition. consequences from research activities. Unethical
4. Increasingly critical scrutiny of big business activities are pervasive such as follows:
5. More government intervention 1. Violating non-disclosure agreement
6. Battle for analytical talent 2. Breaking participant confidentiality
7. Greater computer power and speed 3. Misrepresenting results
Lower-cost data collection 4. Deceiving people
Better visualization tools 5. Using invoicing irregularities
Powerful computations 6. Avoiding legal liability
More integration of data ETHICAL TREATMENT OF PARTICIPANTS
Real time access to knowledge 1. Explain study benefits
8. New perspective on established research 2. Explain participants rights and protection
methodologies 3. Obtain informed consent
THE RESEARCH PROCESS ETHICS AND THE SPONSOR
The research process involves similar activities 1. Confidentiality
regardless of area of research or research methodology. Sponsor non-disclosure.
The process expresses scientific method using the steps 2. Sponsor-Researcher Relationship- both of them
as follows: should fulfill their respective obligations
- statement of the problem Source of Manager-Researcher Conflict
- hypothesis a. Knowledge gap between the researcher and
- review of relevant literature and studies the manager
- measurements

-CAISY ANNE
 ACCOUNTING RESEARCH METHODS
b. Job status and internal political coalitions to d. The factors related to the problem are not viewed as
preserve status real “causes” of the problem but factors which are
c. Unneeded or inappropriate research associated with or may contribute to the occurrence of
d. The right to quality research the problem
Sponsor’s Ethics e. Also called “assumed to correlation research in which
Unethical behavior that must be avoided: the research investigates relationship between factors
1. Violating participants confidentiality or variables.
2. Changing data or creating false data to meet a desired f. Certain factors are “assumed” to explain or
objective contribute to the existence of a problem or a certain
3. Changing data presentation or interpretation condition or the variation in a given situation
4. Interpreting data from a biased perspective g. The researcher usually uses a theory or hypothesis to
5. Omitting sections of data analysis and conclusions account for or explain the forces that are “assumed to
6. Making recommendations beyond the data collected have caused” the problem.
ETHICS AND RESEARCHERS AND TEAM MEMBERS Experimental/Intervention Research
1. Right to safety a. Evaluates the effects or outcome of a particular
2. Protection of anonymity of the participants and intervention/treatment.
confidentiality of the sponsor’s information b. It studies the cause and effect relationship between
H. CLASSIFICATION OF RESEARCH certain factors on a certain phenomenon under
We can classify the research according to: controlled conditions.
1.The Purpose of Research c. The respondents of the study are randomly assigned
2.The technique Based Classification to the experimental group and to the control group and
PURPOSE OF THE RESEARCH both groups are exposed to similar conditions except for
We can classify the research into three basic categories the intervention.
according to the purpose of the research: Exploratory research
Descriptive research In exploratory research, a small amount of information
Descriptive research presents a detailed picture of the is available about the topic but if you want to explore it
problem or situation. Descriptive research is in more in detail for a better understanding of the problem and
detail as compared to exploratory research. its solution.
a. Finds answer to the questions who, what, when Techniques Based Classification
where and how We can classify the research into two basic categories
b. Describes a situation or a given state of affair in terms according to the techniques of the research.
of specified aspects or factors. QUALITATIVE RESEARCH
c. What may be described are characteristics of Qualitative research does not handle the measurable
individuals or groups (students, administrators, variable. This research is mainly done to find
entrepreneurs, patients, customers) or condition relationships and to define things in a qualitative way.
(marketing practices/strategies, sales, profit, QUANTITATIVE RESEARCH
productivity) In quantitative research data is represented in the
Explanatory/Correlation research quantitative from in the form of numbers. Statistical
Explanatory research is an attempt to connect different analysis is conducted in quantitative research.
ideas and to understand the different reasons, causes, MODULE 2 OVERVIEW: SELECTING AND DEFINING A
and effects. RESEARCH TOPIC
a. Goes beyond description of the problem or situation. CHARACTERISTICS OF A GOOD RESEARCH PROBLEM
b. It attempts to explain the possible factors related to 1.Research problem must be relevant.
the problem which have been observed in the 2.Research problem must be feasible.
descriptive study 3.Research problem must be clear.
c. Answers the questions why and how. 4.Research problem must be ethical.

-CAISY ANNE
 ACCOUNTING RESEARCH METHODS
THE PROBLEM STATEMENT/ OBJECTIVES AND -Although the hypotheses are often stated in the null
HYPOTHESIS OF THE STUDY form, the alternative hypotheses or the research
THE PROBLEM STATEMENT/ OBJECTIVES hypotheses are generally preferred
-State what the study aims to do and find out. -They must be coherent with the research questions/ or
-Stated in behavioral terms, it specifies the what, why, the study objectives
and who of the study. -A hypothesis must be testable, taking into account
-The variables of the study are specified in measurable current knowledge and techniques, and be realistic.
terms. -A hypothesis must be verifiable by statistical and
Statement of the Problem should have the introductory analytical means, to allow a verification or falsification.
problem/general problem and sub-problems/specific
problems. Types of Hypothesis
Introductory/General Problem - Reflects the main 1.NULL HYPOTHESIS VS. ALTERNATIVE HYPOTHESIS
problem of the study 2. DIRECTIONAL VS. NON- DIRECTIONAL
Sub-Problems/Specific Problems - be stated in such a NULL HYPOTHESIS VS. ALTERNATIVE HYPOTHESIS
way that it’s not answerable by either yes, no, when, & Null Hypothesis
where. -The null hypothesis (H0) is a hypothesis which the
-include all the independent & moderate variables researcher tries to disprove, reject or nullify.
which are reflected in the conceptual framework. -The 'null' often refers to the common view of
-be arranged in logical order and extensive in coverage something, while the alternative hypothesis is what the
and must be mutually exclusive in its dimensions. researcher really thinks is the cause of a phenomenon.
THINGS TO REMEMBER WHEN DEFINING A RESEARCH -The simplistic definition of the null is as the opposite of
PROBLEM the alternative hypothesis, H1
1.Review relevant literature and previous studies on the -Negative statement which indicates the absence of a
problem. relationship/correlation between two variables or
2.Examine current available data/statistics. absence of a significant difference between the
3.Seek educated opinions from persons concerned with proportions of two groups of people or objects
the problem. possessing a particular characteristics
4.Determine the problem reasons for the existence of EXAMPLES
the problem from social, economic or other theories -There is no significant relationship between mass
that may explain the existence of the problem and the media exposure and attitude towards smoking among
possible connection between the problem and other the customers of KTV bars in Iloilo City.
factors. -There is no significant relationship between customer
A careful review of existing information or studies on a service and customer satisfaction among food
problem can also help the investigator determine: establishments in Iloilo City.
-What answers or solutions have been found/tried in Alternative Hypothesis
the past to solve the problem and how successfully they Positive form of the null hypothesis
were, and it may state the presence of a significant relationship
-What questions still remain unanswered and what between the independent and dependent variables or
aspects of the problem need to be studied further. the presence of a significant difference between two
HYPOTHESIS OF THE STUDY means.
-The statement created by researchers when they EXAMPLES
speculate upon the outcome of a research or -There is a significant relationship between mass media
experiment. exposure to the attitude towards smoking among the
-Statements of tentative answers to the research KTV customers in Iloilo City.
objectives/questions -The amount paid in advertisement by food
establishments is significantly associated with their
monthly gross sales.

-CAISY ANNE
 ACCOUNTING RESEARCH METHODS
DIRECTIONAL VS. NON- DIRECTIONAL -It provides the general framework which can guide data
Directional Hypothesis analysis.
States whether the relationship between two variables -It identifies the variables to be measured.
is direct or inverse or positive or negative -It explains why one variable can possibly affect another
Positive/direct relationship is present when the value of or why the independent variable can possibly influence
one variable increases with the increase in the value of the dependent variable.
another -It limits the scope of data relevant to the framework by
Negative/inverse relationship when the value of one focusing on specific variables.
variable increases as the value of another decreases -It stipulates the specific frame of mind or viewpoint
EXAMPLES that the researcher will take in analyzing and
-The higher the level of exposure of KTV customers to interpreting the data.
mass media the less favorable their attitude towards CONCEPTUAL FRAMEWORK
smoking. (NEGATIVE) a. Explains in operational terms the assumed
-The higher the advertisement expenses of food relationship between/among the major variables of the
establishments, the higher their monthly gross sales. study.
(POSITIVE) b. The dependent, independent, intervening (if any)
Non-Directional Hypothesis and sometimes the antecedent variables (if any) are
-Does not specify the direction of relationship between identified and the possible links between/among them
variables are explained
-it merely states the presence or absence of a c. The explanation is based on the theoretical
relationship between two variables or that one variable framework
influence another, or there is a significant difference in d. The schematic diagram which shows the variables
the mean values of the two variables. included in the study and the expected flow of
EXAMPLES relationship among them is presented
-The KTV customers exposure to mass media is e. Arrows or lines should be properly placed &
significantly associated with their behavior towards connected between boxes to show the relationship
smoking. between the independent and dependent variables.
-The advertisement expenses of the food f. All the independent & dependent variables should be
establishments is significantly associated with their clearly discussed & explained how these would
gross sales. influence the results of the study.
MODULE 3 OVERVIEW: RESEARCH FRAMEWORK g. It is summarized in a paradigm identifying the
THEORETICAL FRAMEWORK hypothesized link between the independent &
a. Presented to explain the theoretical basis of the dependent variables, independent & intervening
problem variables (if any) & intervening variables & dependent
b. A theory that explains the existence of the problem ones.
and an elaboration on how the problem (dependent MODULE 4 OVERVIEW: THE VARIABLES OF THE
variable) may be influenced by the independent RESEARCH STUDY AND DEFINITION OF TERMS
variables is presented. THE VARIABLE OF THE STUDY
c. consist of theories, principles, generalizations & -A concept that stands for a variation within a class of
research findings which are closely related to the objects or person
present study under investigation. -A characteristic or property that can take different
d. where the recent research problem understudy values or attributes.
evolved. -The basic elements which are measured in a study
e. Authors be cited. which observable and measurable.
FUNCTIONS OF THEORETICAL FRAMEWORK IN EXAMPLES
RESEARCH Age, sex, civil status, income location of business,
product, price, promotion, service quality, customer

-CAISY ANNE
 ACCOUNTING RESEARCH METHODS
relationship management, corporate social, “EXTENT OF EXPOSURE TO ADVERTISEMENT AND
responsibility, investments, financial management, PURCHASE INTENTION OF THE CUSTOMERS OF
degree of effectiveness, extent of implementation, AESTHETIC PRODUCTS”
business performance, sales, profit, cost Antecedent Variables: Income, Age
Types of Variables Independent Variable: Extent of Exposure to
1. Dependent variable Advertisement
a. The “assumed effect” of another variable Dependent Variable: Purchase Intention
b. The change that occur in the study population when THE DEFINITION OF TERMS
one or more factors are changed or when an Operational Definition of Variables and Other Terms
intervention is introduced a. The major variables of the study and other relevant
c. Usually dependent variable is the problem itself terms should be operationally defined according to how
2. Independent variable they are used in the study.
a. The “assumed cause” of a problem b. It gives a specific meaning to the variable.
b. It’s an assumed reason for any “change” or variation c. It must indicate and clarifies how a variable is going
in a dependent variable to be measured and used.
c. Sometimes treated as “antecedent” variable (the d. The variable must be defined in terms of
variable before) events/units of measurements that are observable by
d. Likewise the “antecedent” variable may be treated as the senses. Which serve as indicators of the variable?
an “independent” variable
EXAMPLE
“RELATIONSHIP BETWEEN EXPOSURE TO MASS MEDIA HOW TO MAKE OPERATIONAL DEFINITIONS
AND PURCHASE INTENTION OF FAST-MOVING 1.List your independent and dependent and intervening
CONSUMER GOODS CUSTOMERS” and antecedent (if any) variables.
Independent Variable- Exposure to mass media 2.Write an operational definition for each variable.
Dependent variable- Purchase Intention 3.Identify the possible categories of each variable and
3. Intervening variable determine if the categories can be clearly understood,
a. A factor that works “between” the independent and are mutually exclusive (do not overlap) and exhaustive.
dependent variables The list of categories is complete so that all respondents
b. It can weaken/decrease or strengthen/increase the can be categorized.
effect of the independent variable on the dependent 4.List the key terms which may be interpreted
variable differently by different people unless they are
c. Also called a facilitating variable/ moderating/ control operationally defined. Write an operational definition
variable for each term.
EXAMPLE 5.When defining a variable or a term, be guided by the
“FACTORS THAT INFLUENCE CONSUMER DECISION following questions:
MAKING PARTICIPATION OF MARRIED PROFESSIONALS” a. Does the definition clearly specify the way the
Independent Variable: sex, age, education, income variable will be measured?
Intervening Variable: Gender Sensitivity (Perception b. Are the categories of each variable mutually
about gender roles) exclusive?
Dependent Variable: Consumer Decision-Making c. Are the categories exhaustive?
Participation
4. Antecedent variable
a. A factor or characteristics which is found before
(ante) the independent variable.
b. It is expected to influence the independent variable
EXAMPLE

-CAISY ANNE