1a. Identify and discuss the basic steps involved in the research process. 2a.

2a. Formulation of a Research Topic, Key Variables, and Hypothesis

Research is a systematic investigation aimed at discovering new knowledge or Research Topic: The Impact of Digital Marketing Strategies on Customer Engagement in
validating existing knowledge. The process typically follows these fundamental steps: Nigeria’s E-Commerce Sector.
1. Identification of the Research Problem  Independent Variable: Digital Marketing Strategies
o A research problem is identified based on knowledge gaps,  Dependent Variable: Customer Engagement
real-world challenges, or theoretical concerns. This step  Hypothesis: "Digital marketing strategies, such as social media advertising
defines the focus of the study. and email campaigns, positively influence customer engagement in
2. Literature Review Nigeria’s e-commerce industry."
o A comprehensive review of existing studies, theories, and
findings to understand the current knowledge base, identify
gaps, and refine research objectives. 2b. Sources of a Sound Research Topic
3. Formulation of Research Questions or Hypotheses 1. Personal Experience & Professional Interest – Issues observed in one’s
o Research questions or hypotheses provide a clear direction field of work or academic background.
2. Existing Literature – Research gaps identified in past studies.
for the study and help define measurable objectives.
3. Industry Trends – Emerging topics in technology, business, or social
4. Research Design and Methodology Selection
sciences.
o The researcher determines the appropriate methodology 4. Government Reports & Policies – New regulations that require further
(qualitative, quantitative, or mixed-methods), sampling investigation.
techniques, and data collection methods. 5. Conferences & Expert Opinions – Academic discussions and workshops.
5. Data Collection
o Primary (interviews, surveys, experiments) or secondary
2c. Characteristics of a Good Research Topic
(books, journals, reports) data is gathered systematically.
1. Specific and Well-Defined – Avoids being too broad or vague.
6. Data Analysis and Interpretation
2. Relevant – Addresses a significant issue in the field.
o Data is analyzed using statistical, computational, or thematic 3. Feasible – Can be conducted within the available resources and time.
analysis techniques. Findings are interpreted in relation to 4. Original – Contributes new knowledge.
research questions and literature. 5. Measurable – Has clear variables that can be tested.
7. Presentation of Results
o The results are documented in a structured report, including
discussions, conclusions, and recommendations.
8. Conclusion and Recommendations
o The study’s implications, contributions, and areas for future
research are identified.
9. Publication and Dissemination
o Findings may be published in academic journals, presented at
conferences, or used in policy formulation.

1b. Explanation of Key Concepts 3a. Definition of Research

(a) Hypothesis vs. Variable Research is a systematic and structured process of inquiry that seeks to answer
 Hypothesis: A hypothesis is a testable statement predicting the questions, validate theories, or discover new knowledge through rigorous data
relationship between variables. It can be null (no effect) or alternative collection, analysis, and interpretation.
(suggests an effect).
 Variable: A variable is any attribute, characteristic, or factor that can 3b. Classifications of Research
change or vary within a study. Examples include age, income, or education
1. By Purpose:
level.
(b) Qualitative vs. Quantitative Research Approach o Basic Research – Aims to expand theoretical knowledge
without direct application.
 Qualitative Research: Focuses on understanding human experiences,
behaviors, and meanings through non-numerical data (e.g., interviews, o Applied Research – Solves practical problems in industries or
case studies). organizations.
 Quantitative Research: Uses numerical data and statistical analysis to test 2. By Methodology:
hypotheses and measure variables objectively (e.g., surveys, experiments). o Experimental Research – Involves manipulation of variables to
(c) Concept vs. Construct determine cause-and-effect relationships.
 Concept: An abstract idea or a general notion (e.g., leadership, o Descriptive Research – Seeks to describe characteristics of a
motivation). phenomenon.
 Construct: A measurable concept used in research (e.g., job satisfaction 3. By Time Frame:
measured through survey responses). o Cross-Sectional Research – Examines data at a single point in
(d) Theory vs. Principle time.
 Theory: A well-established explanation of phenomena based on research o Longitudinal Research – Observes changes over time.
and empirical evidence (e.g., Maslow’s Hierarchy of Needs).
 Principle: A fundamental truth that serves as a foundation for a system of
belief or behavior (e.g., Newton’s Laws of Motion).
4a. Research Design and Its Types 6a. Components of a Literature Review
Research design refers to the overall framework and strategy used to conduct a 1. Introduction – Defines scope and purpose.
study. Types include: 2. Theoretical Framework – Discusses relevant theories.
1. Descriptive Research Design – Provides detailed information about a 3. Empirical Review – Summarizes past research.
phenomenon. 4. Methodological Review – Examines methods used in previous studies.
2. Exploratory Research Design – Investigates a problem without 5. Research Gap – Identifies gaps for new research.
predefined hypotheses.
3. Experimental Research Design – Examines causal relationships using
controlled experiments. 6b. Major Sources of Literature
4. Survey Research Design – Uses questionnaires or structured interviews.
5. Case Study Research Design – Focuses on an in-depth analysis of a Books, peer-reviewed journals, conference papers, government reports, and online
particular case. databases.

4b. Importance of Research Design

6c. Primary Data Collection Methods
 Ensures the study is well-structured. 1. Surveys – Structured questionnaires used to gather quantitative data.
 Enhances reliability and validity. 2. Interviews – Direct interaction with participants.
 Guides data collection and analysis. 3. Observations – Systematic monitoring of behaviors.
 Reduces biases and errors. 4. Experiments – Controlled tests in a research environment.
5. Focus Groups – Small group discussions on a topic.

5a. Population vs. Sampling

 Population: The entire group of individuals relevant to a research study.
 Sampling: A subset of the population selected for study.

5b. Sampling Techniques

Probability Sampling:
1. Simple Random Sampling – Every individual has an equal chance of
being selected.
2. Stratified Sampling – Divides population into subgroups before sampling.
3. Cluster Sampling – Selects entire clusters randomly instead of
individuals.
Non-Probability Sampling:
1. Convenience Sampling – Based on availability.
2. Judgmental Sampling – Based on the researcher’s expertise.
3. Snowball Sampling – Participants recruit other participants.