importance of research

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Six Reasons Why Research is Important

Everyone conducts research in some form or another from a young age, whether news, books, or browsing the Internet. Internet users come across thoughts, ideas, or perspectives - the curiosity that drives the desire to explore. However, when research is essential to make practical decisions, the nature of the study alters - it all depends on its application and purpose. For instance, skilled research offered as a  research paper service  has a definite objective, and it is focused and organized. Professional research helps derive inferences and conclusions from solving problems. visit the HB tool services for the amazing research tools that will help to solve your problems regarding the research on any project.

What is the Importance of Research?

The primary goal of the research is to guide action, gather evidence for theories, and contribute to the growth of knowledge in data analysis. This article discusses the importance of research and the multiple reasons why it is beneficial to everyone, not just students and scientists.

On the other hand, research is important in business decision-making because it can assist in making better decisions when combined with their experience and intuition.

Reasons for the Importance of Research

• Acquire Knowledge Effectively
• Research helps in problem-solving
• Provides the latest information
• Builds credibility
• Helps in business success
• Discover and Seize opportunities

1-  Acquire Knowledge Efficiently through Research

The most apparent reason to conduct research is to understand more. Even if you think you know everything there is to know about a subject, there is always more to learn. Research helps you expand on any prior knowledge you have of the subject. The research process creates new opportunities for learning and progress.

2- Research Helps in Problem-solving

Problem-solving can be divided into several components, which require knowledge and analysis, for example,  identification of issues, cause identification,  identifying potential solutions, decision to take action, monitoring and evaluation of activity and outcomes.

You may just require additional knowledge to formulate an informed strategy and make an informed decision. When you know you've gathered reliable data, you'll be a lot more confident in your answer.

3- Research Provides the Latest Information

Research enables you to seek out the most up-to-date facts. There is always new knowledge and discoveries in various sectors, particularly scientific ones. Staying updated keeps you from falling behind and providing inaccurate or incomplete information. You'll be better prepared to discuss a topic and build on ideas if you have the most up-to-date information. With the help of tools and certifications such as CIRS , you may learn internet research skills quickly and easily. Internet research can provide instant, global access to information.

4- Research Builds Credibility

Research provides a solid basis for formulating thoughts and views. You can speak confidently about something you know to be true. It's much more difficult for someone to find flaws in your arguments after you've finished your tasks. In your study, you should prioritize the most reputable sources. Your research should focus on the most reliable sources. You won't be credible if your "research" comprises non-experts' opinions. People are more inclined to pay attention if your research is excellent.

5-  Research Helps in Business Success

R&D might also help you gain a competitive advantage. Finding ways to make things run more smoothly and differentiate a company's products from those of its competitors can help to increase a company's market worth.

6-  Research Discover and Seize Opportunities

People can maximize their potential and achieve their goals through various opportunities provided by research. These include getting jobs, scholarships, educational subsidies, projects, commercial collaboration, and budgeted travel. Research is essential for anyone looking for work or a change of environment. Unemployed people will have a better chance of finding potential employers through job advertisements or agencies. 

How to Improve Your Research Skills

Start with the big picture and work your way down.

It might be hard to figure out where to start when you start researching. There's nothing wrong with a simple internet search to get you started. Online resources like Google and Wikipedia are a great way to get a general idea of a subject, even though they aren't always correct. They usually give a basic overview with a short history and any important points.

Identify Reliable Source

Not every source is reliable, so it's critical that you can tell the difference between the good ones and the bad ones. To find a reliable source, use your analytical and critical thinking skills and ask yourself the following questions: Is this source consistent with other sources I've discovered? Is the author a subject matter expert? Is there a conflict of interest in the author's point of view on this topic?

Validate Information from Various Sources

Take in new information.

The purpose of research is to find answers to your questions, not back up what you already assume. Only looking for confirmation is a minimal way to research because it forces you to pick and choose what information you get and stops you from getting the most accurate picture of the subject. When you do research, keep an open mind to learn as much as possible.

Facilitates Learning Process

Learning new things and implementing them in daily life can be frustrating. Finding relevant and credible information requires specialized training and web search skills due to the sheer enormity of the Internet and the rapid growth of indexed web pages. On the other hand, short courses and Certifications like CIRS make the research process more accessible. CIRS Certification offers complete knowledge from beginner to expert level. You can become a Certified Professional Researcher and get a high-paying job, but you'll also be much more efficient and skilled at filtering out reliable data. You can learn more about becoming a Certified Professional Researcher.

Stay Organized

You'll see a lot of different material during the process of gathering data, from web pages to PDFs to videos. You must keep all of this information organized in some way so that you don't lose anything or forget to mention something properly. There are many ways to keep your research project organized, but here are a few of the most common:  Learning Management Software , Bookmarks in your browser, index cards, and a bibliography that you can add to as you go are all excellent tools for writing.

Make Use of the library's Resources

If you still have questions about researching, don't worry—even if you're not a student performing academic or course-related research, there are many resources available to assist you. Many high school and university libraries, in reality, provide resources not only for staff and students but also for the general public. Look for research guidelines or access to specific databases on the library's website. Association of Internet Research Specialists enjoys sharing informational content such as research-related articles , research papers , specialized search engines list compiled from various sources, and contributions from our members and in-house experts.

of Conducting Research

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2.1 Why Is Research Important?

Learning objectives.

By the end of this section, you will be able to:

• Explain how scientific research addresses questions about behavior
• Discuss how scientific research guides public policy
• Appreciate how scientific research can be important in making personal decisions

Scientific research is a critical tool for successfully navigating our complex world. Without it, we would be forced to rely solely on intuition, other people’s authority, and blind luck. While many of us feel confident in our abilities to decipher and interact with the world around us, history is filled with examples of how very wrong we can be when we fail to recognize the need for evidence in supporting claims. At various times in history, we would have been certain that the sun revolved around a flat earth, that the earth’s continents did not move, and that mental illness was caused by possession ( Figure 2.2 ). It is through systematic scientific research that we divest ourselves of our preconceived notions and superstitions and gain an objective understanding of ourselves and our world.

The goal of all scientists is to better understand the world around them. Psychologists focus their attention on understanding behavior, as well as the cognitive (mental) and physiological (body) processes that underlie behavior. In contrast to other methods that people use to understand the behavior of others, such as intuition and personal experience, the hallmark of scientific research is that there is evidence to support a claim. Scientific knowledge is empirical : It is grounded in objective, tangible evidence that can be observed time and time again, regardless of who is observing.

While behavior is observable, the mind is not. If someone is crying, we can see behavior. However, the reason for the behavior is more difficult to determine. Is the person crying due to being sad, in pain, or happy? Sometimes we can learn the reason for someone’s behavior by simply asking a question, like “Why are you crying?” However, there are situations in which an individual is either uncomfortable or unwilling to answer the question honestly, or is incapable of answering. For example, infants would not be able to explain why they are crying. In such circumstances, the psychologist must be creative in finding ways to better understand behavior. This chapter explores how scientific knowledge is generated, and how important that knowledge is in forming decisions in our personal lives and in the public domain.

Use of Research Information

Trying to determine which theories are and are not accepted by the scientific community can be difficult, especially in an area of research as broad as psychology. More than ever before, we have an incredible amount of information at our fingertips, and a simple internet search on any given research topic might result in a number of contradictory studies. In these cases, we are witnessing the scientific community going through the process of reaching a consensus, and it could be quite some time before a consensus emerges. For example, the explosion in our use of technology has led researchers to question whether this ultimately helps or hinders us. The use and implementation of technology in educational settings has become widespread over the last few decades. Researchers are coming to different conclusions regarding the use of technology. To illustrate this point, a study investigating a smartphone app targeting surgery residents (graduate students in surgery training) found that the use of this app can increase student engagement and raise test scores (Shaw & Tan, 2015). Conversely, another study found that the use of technology in undergraduate student populations had negative impacts on sleep, communication, and time management skills (Massimini & Peterson, 2009). Until sufficient amounts of research have been conducted, there will be no clear consensus on the effects that technology has on a student's acquisition of knowledge, study skills, and mental health.

In the meantime, we should strive to think critically about the information we encounter by exercising a degree of healthy skepticism. When someone makes a claim, we should examine the claim from a number of different perspectives: what is the expertise of the person making the claim, what might they gain if the claim is valid, does the claim seem justified given the evidence, and what do other researchers think of the claim? This is especially important when we consider how much information in advertising campaigns and on the internet claims to be based on “scientific evidence” when in actuality it is a belief or perspective of just a few individuals trying to sell a product or draw attention to their perspectives.

We should be informed consumers of the information made available to us because decisions based on this information have significant consequences. One such consequence can be seen in politics and public policy. Imagine that you have been elected as the governor of your state. One of your responsibilities is to manage the state budget and determine how to best spend your constituents’ tax dollars. As the new governor, you need to decide whether to continue funding early intervention programs. These programs are designed to help children who come from low-income backgrounds, have special needs, or face other disadvantages. These programs may involve providing a wide variety of services to maximize the children's development and position them for optimal levels of success in school and later in life (Blann, 2005). While such programs sound appealing, you would want to be sure that they also proved effective before investing additional money in these programs. Fortunately, psychologists and other scientists have conducted vast amounts of research on such programs and, in general, the programs are found to be effective (Neil & Christensen, 2009; Peters-Scheffer, Didden, Korzilius, & Sturmey, 2011). While not all programs are equally effective, and the short-term effects of many such programs are more pronounced, there is reason to believe that many of these programs produce long-term benefits for participants (Barnett, 2011). If you are committed to being a good steward of taxpayer money, you would want to look at research. Which programs are most effective? What characteristics of these programs make them effective? Which programs promote the best outcomes? After examining the research, you would be best equipped to make decisions about which programs to fund.

Link to Learning

Watch this video about early childhood program effectiveness to learn how scientists evaluate effectiveness and how best to invest money into programs that are most effective.

Ultimately, it is not just politicians who can benefit from using research in guiding their decisions. We all might look to research from time to time when making decisions in our lives. Imagine that your sister, Maria, expresses concern about her two-year-old child, Umberto. Umberto does not speak as much or as clearly as the other children in his daycare or others in the family. Umberto's pediatrician undertakes some screening and recommends an evaluation by a speech pathologist, but does not refer Maria to any other specialists. Maria is concerned that Umberto's speech delays are signs of a developmental disorder, but Umberto's pediatrician does not; she sees indications of differences in Umberto's jaw and facial muscles. Hearing this, you do some internet searches, but you are overwhelmed by the breadth of information and the wide array of sources. You see blog posts, top-ten lists, advertisements from healthcare providers, and recommendations from several advocacy organizations. Why are there so many sites? Which are based in research, and which are not?

In the end, research is what makes the difference between facts and opinions. Facts are observable realities, and opinions are personal judgments, conclusions, or attitudes that may or may not be accurate. In the scientific community, facts can be established only using evidence collected through empirical research.

NOTABLE RESEARCHERS

Psychological research has a long history involving important figures from diverse backgrounds. While the introductory chapter discussed several researchers who made significant contributions to the discipline, there are many more individuals who deserve attention in considering how psychology has advanced as a science through their work ( Figure 2.3 ). For instance, Margaret Floy Washburn (1871–1939) was the first woman to earn a PhD in psychology. Her research focused on animal behavior and cognition (Margaret Floy Washburn, PhD, n.d.). Mary Whiton Calkins (1863–1930) was a preeminent first-generation American psychologist who opposed the behaviorist movement, conducted significant research into memory, and established one of the earliest experimental psychology labs in the United States (Mary Whiton Calkins, n.d.).

Francis Sumner (1895–1954) was the first African American to receive a PhD in psychology in 1920. His dissertation focused on issues related to psychoanalysis. Sumner also had research interests in racial bias and educational justice. Sumner was one of the founders of Howard University’s department of psychology, and because of his accomplishments, he is sometimes referred to as the “Father of Black Psychology.” Thirteen years later, Inez Beverly Prosser (1895–1934) became the first African American woman to receive a PhD in psychology. Prosser’s research highlighted issues related to education in segregated versus integrated schools, and ultimately, her work was very influential in the hallmark Brown v. Board of Education Supreme Court ruling that segregation of public schools was unconstitutional (Ethnicity and Health in America Series: Featured Psychologists, n.d.).

Although the establishment of psychology’s scientific roots occurred first in Europe and the United States, it did not take much time until researchers from around the world began to establish their own laboratories and research programs. For example, some of the first experimental psychology laboratories in South America were founded by Horatio Piñero (1869–1919) at two institutions in Buenos Aires, Argentina (Godoy & Brussino, 2010). In India, Gunamudian David Boaz (1908–1965) and Narendra Nath Sen Gupta (1889–1944) established the first independent departments of psychology at the University of Madras and the University of Calcutta, respectively. These developments provided an opportunity for Indian researchers to make important contributions to the field (Gunamudian David Boaz, n.d.; Narendra Nath Sen Gupta, n.d.).

When the American Psychological Association (APA) was first founded in 1892, all of the members were White males (Women and Minorities in Psychology, n.d.). However, by 1905, Mary Whiton Calkins was elected as the first female president of the APA, and by 1946, nearly one-quarter of American psychologists were female. Psychology became a popular degree option for students enrolled in the nation’s historically Black higher education institutions, increasing the number of Black Americans who went on to become psychologists. Given demographic shifts occurring in the United States and increased access to higher educational opportunities among historically underrepresented populations, there is reason to hope that the diversity of the field will increasingly match the larger population, and that the research contributions made by the psychologists of the future will better serve people of all backgrounds (Women and Minorities in Psychology, n.d.).

The Process of Scientific Research

Scientific knowledge is advanced through a process known as the scientific method . Basically, ideas (in the form of theories and hypotheses) are tested against the real world (in the form of empirical observations), and those empirical observations lead to more ideas that are tested against the real world, and so on. In this sense, the scientific process is circular. The types of reasoning within the circle are called deductive and inductive. In deductive reasoning , ideas are tested in the real world; in inductive reasoning , real-world observations lead to new ideas ( Figure 2.4 ). These processes are inseparable, like inhaling and exhaling, but different research approaches place different emphasis on the deductive and inductive aspects.

In the scientific context, deductive reasoning begins with a generalization—one hypothesis—that is then used to reach logical conclusions about the real world. If the hypothesis is correct, then the logical conclusions reached through deductive reasoning should also be correct. A deductive reasoning argument might go something like this: All living things require energy to survive (this would be your hypothesis). Ducks are living things. Therefore, ducks require energy to survive (logical conclusion). In this example, the hypothesis is correct; therefore, the conclusion is correct as well. Sometimes, however, an incorrect hypothesis may lead to a logical but incorrect conclusion. Consider this argument: all ducks are born with the ability to see. Quackers is a duck. Therefore, Quackers was born with the ability to see. Scientists use deductive reasoning to empirically test their hypotheses. Returning to the example of the ducks, researchers might design a study to test the hypothesis that if all living things require energy to survive, then ducks will be found to require energy to survive.

Deductive reasoning starts with a generalization that is tested against real-world observations; however, inductive reasoning moves in the opposite direction. Inductive reasoning uses empirical observations to construct broad generalizations. Unlike deductive reasoning, conclusions drawn from inductive reasoning may or may not be correct, regardless of the observations on which they are based. For instance, you may notice that your favorite fruits—apples, bananas, and oranges—all grow on trees; therefore, you assume that all fruit must grow on trees. This would be an example of inductive reasoning, and, clearly, the existence of strawberries, blueberries, and kiwi demonstrate that this generalization is not correct despite it being based on a number of direct observations. Scientists use inductive reasoning to formulate theories, which in turn generate hypotheses that are tested with deductive reasoning. In the end, science involves both deductive and inductive processes.

For example, case studies, which you will read about in the next section, are heavily weighted on the side of empirical observations. Thus, case studies are closely associated with inductive processes as researchers gather massive amounts of observations and seek interesting patterns (new ideas) in the data. Experimental research, on the other hand, puts great emphasis on deductive reasoning.

We’ve stated that theories and hypotheses are ideas, but what sort of ideas are they, exactly? A theory is a well-developed set of ideas that propose an explanation for observed phenomena. Theories are repeatedly checked against the world, but they tend to be too complex to be tested all at once; instead, researchers create hypotheses to test specific aspects of a theory.

A hypothesis is a testable prediction about how the world will behave if our idea is correct, and it is often worded as an if-then statement (e.g., if I study all night, I will get a passing grade on the test). The hypothesis is extremely important because it bridges the gap between the realm of ideas and the real world. As specific hypotheses are tested, theories are modified and refined to reflect and incorporate the result of these tests Figure 2.5 .

To see how this process works, let’s consider a specific theory and a hypothesis that might be generated from that theory. As you’ll learn in a later chapter, the James-Lange theory of emotion asserts that emotional experience relies on the physiological arousal associated with the emotional state. If you walked out of your home and discovered a very aggressive snake waiting on your doorstep, your heart would begin to race and your stomach churn. According to the James-Lange theory, these physiological changes would result in your feeling of fear. A hypothesis that could be derived from this theory might be that a person who is unaware of the physiological arousal that the sight of the snake elicits will not feel fear.

A scientific hypothesis is also falsifiable , or capable of being shown to be incorrect. Recall from the introductory chapter that Sigmund Freud had lots of interesting ideas to explain various human behaviors ( Figure 2.6 ). However, a major criticism of Freud’s theories is that many of his ideas are not falsifiable; for example, it is impossible to imagine empirical observations that would disprove the existence of the id, the ego, and the superego—the three elements of personality described in Freud’s theories. Despite this, Freud’s theories are widely taught in introductory psychology texts because of their historical significance for personality psychology and psychotherapy, and these remain the root of all modern forms of therapy.

In contrast, the James-Lange theory does generate falsifiable hypotheses, such as the one described above. Some individuals who suffer significant injuries to their spinal columns are unable to feel the bodily changes that often accompany emotional experiences. Therefore, we could test the hypothesis by determining how emotional experiences differ between individuals who have the ability to detect these changes in their physiological arousal and those who do not. In fact, this research has been conducted and while the emotional experiences of people deprived of an awareness of their physiological arousal may be less intense, they still experience emotion (Chwalisz, Diener, & Gallagher, 1988).

Scientific research’s dependence on falsifiability allows for great confidence in the information that it produces. Typically, by the time information is accepted by the scientific community, it has been tested repeatedly.

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What Is the Importance of Research? 5 Reasons Why Research is Critical

by Logan Bessant | Nov 16, 2021 | Science

Most of us appreciate that research is a crucial part of medical advancement. But what exactly is the importance of research? In short, it is critical in the development of new medicines as well as ensuring that existing treatments are used to their full potential. 

Research can bridge knowledge gaps and change the way healthcare practitioners work by providing solutions to previously unknown questions.

In this post, we’ll discuss the importance of research and its impact on medical breakthroughs.  

The Importance Of Health Research

The purpose of studying is to gather information and evidence, inform actions, and contribute to the overall knowledge of a certain field. None of this is possible without research. 

Understanding how to conduct research and the importance of it may seem like a very simple idea to some, but in reality, it’s more than conducting a quick browser search and reading a few chapters in a textbook. 

No matter what career field you are in, there is always more to learn. Even for people who hold a Doctor of Philosophy (PhD) in their field of study, there is always some sort of unknown that can be researched. Delving into this unlocks the unknowns, letting you explore the world from different perspectives and fueling a deeper understanding of how the universe works.

To make things a little more specific, this concept can be clearly applied in any healthcare scenario. Health research has an incredibly high value to society as it provides important information about disease trends and risk factors, outcomes of treatments, patterns of care, and health care costs and use. All of these factors as well as many more are usually researched through a clinical trial. 

What Is The Importance Of Clinical Research?

Clinical trials are a type of research that provides information about a new test or treatment. They are usually carried out to find out what, or if, there are any effects of these procedures or drugs on the human body. 

All legitimate clinical trials are carefully designed, reviewed and completed, and need to be approved by professionals before they can begin. They also play a vital part in the advancement of medical research including:

• Providing new and good information on which types of drugs are more effective.  
• Bringing new treatments such as medicines, vaccines and devices into the field. 
• Testing the safety and efficacy of a new drug before it is brought to market and used in clinical practice.
• Giving the opportunity for more effective treatments to benefit millions of lives both now and in the future. 
• Enhancing health, lengthening life, and reducing the burdens of illness and disability. 

This all plays back to clinical research as it opens doors to advancing prevention, as well as providing treatments and cures for diseases and disabilities. Clinical trial volunteer participants are essential to this progress which further supports the need for the importance of research to be well-known amongst healthcare professionals, students and the general public. 

Five Reasons Why Research is Critical

Research is vital for almost everyone irrespective of their career field. From doctors to lawyers to students to scientists, research is the key to better work. 

• Increases quality of life

 Research is the backbone of any major scientific or medical breakthrough. None of the advanced treatments or life-saving discoveries used to treat patients today would be available if it wasn’t for the detailed and intricate work carried out by scientists, doctors and healthcare professionals over the past decade. 

This improves quality of life because it can help us find out important facts connected to the researched subject. For example, universities across the globe are now studying a wide variety of things from how technology can help breed healthier livestock, to how dance can provide long-term benefits to people living with Parkinson’s. 

For both of these studies, quality of life is improved. Farmers can use technology to breed healthier livestock which in turn provides them with a better turnover, and people who suffer from Parkinson’s disease can find a way to reduce their symptoms and ease their stress. 

Research is a catalyst for solving the world’s most pressing issues. Even though the complexity of these issues evolves over time, they always provide a glimmer of hope to improving lives and making processes simpler. 

• Builds up credibility 

People are willing to listen and trust someone with new information on one condition – it’s backed up. And that’s exactly where research comes in. Conducting studies on new and unfamiliar subjects, and achieving the desired or expected outcome, can help people accept the unknown.

However, this goes without saying that your research should be focused on the best sources. It is easy for people to poke holes in your findings if your studies have not been carried out correctly, or there is no reliable data to back them up. 

This way once you have done completed your research, you can speak with confidence about your findings within your field of study. 

• Drives progress forward 

It is with thanks to scientific research that many diseases once thought incurable, now have treatments. For example, before the 1930s, anyone who contracted a bacterial infection had a high probability of death. There simply was no treatment for even the mildest of infections as, at the time, it was thought that nothing could kill bacteria in the gut.

When antibiotics were discovered and researched in 1928, it was considered one of the biggest breakthroughs in the medical field. This goes to show how much research drives progress forward, and how it is also responsible for the evolution of technology . 

Today vaccines, diagnoses and treatments can all be simplified with the progression of medical research, making us question just what research can achieve in the future. 

• Engages curiosity 

The acts of searching for information and thinking critically serve as food for the brain, allowing our inherent creativity and logic to remain active. Aside from the fact that this curiosity plays such a huge part within research, it is also proven that exercising our minds can reduce anxiety and our chances of developing mental illnesses in the future. 

Without our natural thirst and our constant need to ask ‘why?’ and ‘how?’ many important theories would not have been put forward and life-changing discoveries would not have been made. The best part is that the research process itself rewards this curiosity. 

Research opens you up to different opinions and new ideas which can take a proposed question and turn into a real-life concept. It also builds discerning and analytical skills which are always beneficial in many career fields – not just scientific ones. 

• Increases awareness 

The main goal of any research study is to increase awareness, whether it’s contemplating new concepts with peers from work or attracting the attention of the general public surrounding a certain issue. 

Around the globe, research is used to help raise awareness of issues like climate change, racial discrimination, and gender inequality. Without consistent and reliable studies to back up these issues, it would be hard to convenience people that there is a problem that needs to be solved in the first place. 

The problem is that social media has become a place where fake news spreads like a wildfire, and with so many incorrect facts out there it can be hard to know who to trust. Assessing the integrity of the news source and checking for similar news on legitimate media outlets can help prove right from wrong. 

This can pinpoint fake research articles and raises awareness of just how important fact-checking can be. 

The Importance Of Research To Students

It is not a hidden fact that research can be mentally draining, which is why most students avoid it like the plague. But the matter of fact is that no matter which career path you choose to go down, research will inevitably be a part of it. 

But why is research so important to students ? The truth is without research, any intellectual growth is pretty much impossible. It acts as a knowledge-building tool that can guide you up to the different levels of learning. Even if you are an expert in your field, there is always more to uncover, or if you are studying an entirely new topic, research can help you build a unique perspective about it.

For example, if you are looking into a topic for the first time, it might be confusing knowing where to begin. Most of the time you have an overwhelming amount of information to sort through whether that be reading through scientific journals online or getting through a pile of textbooks. Research helps to narrow down to the most important points you need so you are able to find what you need to succeed quickly and easily. 

It can also open up great doors in the working world. Employers, especially those in the scientific and medical fields, are always looking for skilled people to hire. Undertaking research and completing studies within your academic phase can show just how multi-skilled you are and give you the resources to tackle any tasks given to you in the workplace. 

The Importance Of Research Methodology

There are many different types of research that can be done, each one with its unique methodology and features that have been designed to use in specific settings. 

When showing your research to others, they will want to be guaranteed that your proposed inquiry needs asking, and that your methodology is equipt to answer your inquiry and will convey the results you’re looking for.

That’s why it’s so important to choose the right methodology for your study. Knowing what the different types of research are and what each of them focuses on can allow you to plan your project to better utilise the most appropriate methodologies and techniques available. Here are some of the most common types:

• Theoretical Research: This attempts to answer a question based on the unknown. This could include studying phenomena or ideas whose conclusions may not have any immediate real-world application. Commonly used in physics and astronomy applications.
• Applied Research: Mainly for development purposes, this seeks to solve a practical problem that draws on theory to generate practical scientific knowledge. Commonly used in STEM and medical fields. 
• Exploratory Research: Used to investigate a problem that is not clearly defined, this type of research can be used to establish cause-and-effect relationships. It can be applied in a wide range of fields from business to literature. 
• Correlational Research: This identifies the relationship between two or more variables to see if and how they interact with each other. Very commonly used in psychological and statistical applications. 

The Importance Of Qualitative Research

This type of research is most commonly used in scientific and social applications. It collects, compares and interprets information to specifically address the “how” and “why” research questions. 

Qualitative research allows you to ask questions that cannot be easily put into numbers to understand human experience because you’re not limited by survey instruments with a fixed set of possible responses.

Information can be gathered in numerous ways including interviews, focus groups and ethnographic research which is then all reported in the language of the informant instead of statistical analyses. 

This type of research is important because they do not usually require a hypothesis to be carried out. Instead, it is an open-ended research approach that can be adapted and changed while the study is ongoing. This enhances the quality of the data and insights generated and creates a much more unique set of data to analyse. 

The Process Of Scientific Research

No matter the type of research completed, it will be shared and read by others. Whether this is with colleagues at work, peers at university, or whilst it’s being reviewed and repeated during secondary analysis.

A reliable procedure is necessary in order to obtain the best information which is why it’s important to have a plan. Here are the six basic steps that apply in any research process. 

• Observation and asking questions: Seeing a phenomenon and asking yourself ‘How, What, When, Who, Which, Why, or Where?’. It is best that these questions are measurable and answerable through experimentation. 
• Gathering information: Doing some background research to learn what is already known about the topic, and what you need to find out. 
• Forming a hypothesis: Constructing a tentative statement to study.
• Testing the hypothesis: Conducting an experiment to test the accuracy of your statement. This is a way to gather data about your predictions and should be easy to repeat. 
• Making conclusions: Analysing the data from the experiment(s) and drawing conclusions about whether they support or contradict your hypothesis. 
• Reporting: Presenting your findings in a clear way to communicate with others. This could include making a video, writing a report or giving a presentation to illustrate your findings. 

Although most scientists and researchers use this method, it may be tweaked between one study and another. Skipping or repeating steps is common within, however the core principles of the research process still apply.

By clearly explaining the steps and procedures used throughout the study, other researchers can then replicate the results. This is especially beneficial for peer reviews that try to replicate the results to ensure that the study is sound. 

What Is The Importance Of Research In Everyday Life?

Conducting a research study and comparing it to how important it is in everyday life are two very different things.

Carrying out research allows you to gain a deeper understanding of science and medicine by developing research questions and letting your curiosity blossom. You can experience what it is like to work in a lab and learn about the whole reasoning behind the scientific process. But how does that impact everyday life? 

Simply put, it allows us to disprove lies and support truths. This can help society to develop a confident attitude and not believe everything as easily, especially with the rise of fake news.

Research is the best and reliable way to understand and act on the complexities of various issues that we as humans are facing. From technology to healthcare to defence to climate change, carrying out studies is the only safe and reliable way to face our future.

Not only does research sharpen our brains, but also helps us to understand various issues of life in a much larger manner, always leaving us questioning everything and fuelling our need for answers. 

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2.1 Why is Research Important

Learning objectives.

By the end of this section, you will be able to:

• Explain how scientific research addresses questions about behavior
• Discuss how scientific research guides public policy
• Appreciate how scientific research can be important in making personal decisions

   Scientific research is a critical tool for successfully navigating our complex world. Without it, we would be forced to rely solely on intuition, other people’s authority, and blind luck. While many of us feel confident in our abilities to decipher and interact with the world around us, history is filled with examples of how very wrong we can be when we fail to recognize the need for evidence in supporting claims. At various times in history, we would have been certain that the sun revolved around a flat earth, that the earth’s continents did not move, and that mental illness was caused by possession (figure below). It is through systematic scientific research that we divest ourselves of our preconceived notions and superstitions and gain an objective understanding of ourselves and our world.

Some of our ancestors, across the work and over the centuries, believed that trephination – the practice of making a hole in the skull, as shown here – allowed evil spirits to leave the body, thus curing mental illness and other diseases (credit” “taiproject/Flickr)

   The goal of all scientists is to better understand the world around them. Psychologists focus their attention on understanding behavior, as well as the cognitive (mental) and physiological (body) processes that underlie behavior. In contrast to other methods that people use to understand the behavior of others, such as intuition and personal experience, the hallmark of scientific research is that there is evidence to support a claim. Scientific knowledge is empirical : It is grounded in objective, tangible evidence that can be observed time and time again, regardless of who is observing.

We can easily observe the behavior of others around us. For example, if someone is crying, we can observe that behavior. However, the reason for the behavior is more difficult to determine. Is the person crying due to being sad, in pain, or happy? Sometimes, asking about the underlying cognitions is as easy as asking the subject directly: “Why are you crying?” However, there are situations in which an individual is either uncomfortable or unwilling to answer the question honestly, or is incapable of answering. For example, infants would not be able to explain why they are crying. In other situations, it may be hard to identify exactly why you feel the way you do. Think about times when you suddenly feel annoyed after a long day. There may be a specific trigger for your annoyance (a loud noise), or you may be tired, hungry, stressed, or all of the above. Human behavior is often a complicated mix of a variety of factors. In such circumstances, the psychologist must be creative in finding ways to better understand behavior. This chapter explores how scientific knowledge is generated, and how important that knowledge is in forming decisions in our personal lives and in the public domain.

USE OF RESEARCH INFORMATION

   Trying to determine which theories are and are not accepted by the scientific community can be difficult, especially in an area of research as broad as psychology. More than ever before, we have an incredible amount of information at our fingertips, and a simple internet search on any given research topic might result in a number of contradictory studies. In these cases, we are witnessing the scientific community going through the process of coming to an agreement, and it could be quite some time before a consensus emerges. In other cases, rapidly developing technology is improving our ability to measure things, and changing our earlier understanding of how the mind works.

In the meantime, we should strive to think critically about the information we encounter by exercising a degree of healthy skepticism. When someone makes a claim, we should examine the claim from a number of different perspectives: what is the expertise of the person making the claim, what might they gain if the claim is valid, does the claim seem justified given the evidence, and what do other researchers think of the claim? Science is always changing and new evidence is alwaus coming to light, thus this dash of skepticism should be applied to all research you interact with from now on. Yes, that includes the research presented in this textbook.

Evaluation of research findings can have widespread impact. Imagine that you have been elected as the governor of your state. One of your responsibilities is to manage the state budget and determine how to best spend your constituents’ tax dollars. As the new governor, you need to decide whether to continue funding the D.A.R.E. (Drug Abuse Resistance Education) program in public schools (figure below). This program typically involves police officers coming into the classroom to educate students about the dangers of becoming involved with alcohol and other drugs. According to the D.A.R.E. website (www.dare.org), this program has been very popular since its inception in 1983, and it is currently operating in 75% of school districts in the United States and in more than 40 countries worldwide. Sounds like an easy decision, right? However, on closer review, you discover that the vast majority of research into this program consistently suggests that participation has little, if any, effect on whether or not someone uses alcohol or other drugs (Clayton, Cattarello, & Johnstone, 1996; Ennett, Tobler, Ringwalt, & Flewelling, 1994; Lynam et al., 1999; Ringwalt, Ennett, & Holt, 1991). If you are committed to being a good steward of taxpayer money, will you fund this particular program, or will you try to find other programs that research has consistently demonstrated to be effective?

The D.A.R.E. program continues to be popular in schools around the world despite research suggesting that it is ineffective.

It is not just politicians who can benefit from using research in guiding their decisions. We all might look to research from time to time when making decisions in our lives. Imagine you just found out that a close friend has breast cancer or that one of your young relatives has recently been diagnosed with autism. In either case, you want to know which treatment options are most successful with the fewest side effects. How would you find that out? You would probably talk with a doctor or psychologist and personally review the research that has been done on various treatment options—always with a critical eye to ensure that you are as informed as possible.

In the end, research is what makes the difference between facts and opinions. Facts are observable realities, and opinions are personal judgments, conclusions, or attitudes that may or may not be accurate. In the scientific community, facts can be established only using evidence collected through empirical research.

THE PROCESS OF SCIENTIFIC RESEARCH

   Scientific knowledge is advanced through a process known as the scientific method . Basically, ideas (in the form of theories and hypotheses) are tested against the real world (in the form of empirical observations), and those observations lead to more ideas that are tested against the real world, and so on. In this sense, the scientific process is circular. We continually test and revise theories based on new evidence.

Two types of reasoning are used to make decisions within this model: Deductive and inductive. In deductive reasoning, ideas are tested against the empirical world. Think about a detective looking for clues and evidence to test their “hunch” about whodunit. In contrast, in inductive reasoning, empirical observations lead to new ideas. In other words, inductive reasoning involves gathering facts to create or refine a theory, rather than testing the theory by gathering facts (figure below). These processes are inseparable, like inhaling and exhaling, but different research approaches place different emphasis on the deductive and inductive aspects.

Psychological research relies on both inductive and deductive reasoning.

   In the scientific context, deductive reasoning begins with a generalization—one hypothesis—that is then used to reach logical conclusions about the real world. If the hypothesis is correct, then the logical conclusions reached through deductive reasoning should also be correct. A deductive reasoning argument might go something like this: All living things require energy to survive (this would be your hypothesis). Ducks are living things. Therefore, ducks require energy to survive (logical conclusion). In this example, the hypothesis is correct; therefore, the conclusion is correct as well. Sometimes, however, an incorrect hypothesis may lead to a logical but incorrect conclusion. Consider the famous example from Greek philosophy. A philosopher decided that human beings were “featherless bipeds”. Using deductive reasoning, all two-legged creatures without feathers must be human, right? Diogenes the Cynic (named because he was, well, a cynic) burst into the room with a freshly plucked chicken from the market and held it up exclaiming “Behold! I have brought you a man!”

Deductive reasoning starts with a generalization that is tested against real-world observations; however, inductive reasoning moves in the opposite direction. Inductive reasoning uses empirical observations to construct broad generalizations. Unlike deductive reasoning, conclusions drawn from inductive reasoning may or may not be correct, regardless of the observations on which they are based. For example, you might be a biologist attempting to classify animals into groups. You notice that quite a large portion of animals are furry and produce milk for their young (cats, dogs, squirrels, horses, hippos, etc). Therefore, you might conclude that all mammals (the name you have chosen for this grouping) have hair and produce milk. This seems like a pretty great hypothesis that you could test with deductive reasoning. You go out an look at a whole bunch of things and stumble on an exception: The coconut. Coconuts have hair and produce milk, but they don’t “fit” your idea of what a mammal is. So, using inductive reasoning given the new evidence, you adjust your theory again for an other round of data collection. Inductive and deductive reasoning work in tandem to help build and improve scientific theories over time.

We’ve stated that theories and hypotheses are ideas, but what sort of ideas are they, exactly? A theory is a well-developed set of ideas that propose an explanation for observed phenomena. Theories are repeatedly checked against the world, but they tend to be too complex to be tested all at once. Instead, researchers create hypotheses to test specific aspects of a theory.

A hypothesis is a testable prediction about how the world will behave if our theory is correct, and it is often worded as an if-then statement (e.g., if I study all night, I will get a passing grade on the test). The hypothesis is extremely important because it bridges the gap between the realm of ideas and the real world. As specific hypotheses are tested, theories are modified and refined to reflect and incorporate the result of these tests (figure below).

The scientific method of research includes proposing hypotheses, conducting research, and creating or modifying theories based on results.

   To see how this process works, let’s consider a specific theory and a hypothesis that might be generated from that theory. As you’ll learn in a later chapter, the James-Lange theory of emotion asserts that emotional experience relies on the physiological arousal associated with the emotional state. If you walked out of your home and discovered a very aggressive snake waiting on your doorstep, your heart would begin to race and your stomach churn. According to the James-Lange theory, these physiological changes would result in your feeling of fear. A hypothesis that could be derived from this theory might be that a person who is unaware of the physiological arousal that the sight of the snake elicits will not feel fear.

A scientific hypothesis is also falsifiable, or capable of being shown to be incorrect. Recall from the introductory chapter that Sigmund Freud had lots of interesting ideas to explain various human behaviors (figure below). However, a major criticism of Freud’s theories is that many of his ideas are not falsifiable. The essential characteristic of Freud’s building blocks of personality, the id, ego, and superego, is that they are unconscious, and therefore people can’t observe them. Because they cannot be observed or tested in any way, it is impossible to say that they don’t exist, so they cannot be considered scientific theories. Despite this, Freud’s theories are widely taught in introductory psychology texts because of their historical significance for personality psychology and psychotherapy, and these remain the root of all modern forms of therapy.

Many of the specifics of (a) Freud’s theories, such ad (b) his division on the mind into the id, ego, and superego, have fallen out of favor in recent decades because they are not falsifiable (i.e., cannot be verified through scientific investigation).  In broader strokes, his views set the stage for much psychological thinking today, such as the idea that some psychological process occur at the level of the unconscious.

In contrast, the James-Lange theory does generate falsifiable hypotheses, such as the one described above. Some individuals who suffer significant injuries to their spinal columns are unable to feel the bodily changes that often accompany emotional experiences. Therefore, we could test the hypothesis by determining how emotional experiences differ between individuals who have the ability to detect these changes in their physiological arousal and those who do not. In fact, this research has been conducted and while the emotional experiences of people deprived of an awareness of their physiological arousal may be less intense, they still experience emotion (Chwalisz, Diener, & Gallagher, 1988).

Scientific research’s dependence on falsifiability allows for great confidence in the information that it produces. Typically, by the time information is accepted by the scientific community, it has been tested repeatedly.

Scientists are engaged in explaining and understanding how the world around them works, and they are able to do so by coming up with theories that generate hypotheses that are testable and falsifiable. Theories that stand up to their tests are retained and refined, while those that do not are discarded or modified. IHaving good information generated from research aids in making wise decisions both in public policy and in our personal lives.

Review Questions:

1. Scientific hypotheses are ________ and falsifiable.

a. observable

b. original

c. provable

d. testable

2. ________ are defined as observable realities.

a. behaviors

c. opinions

d. theories

3. Scientific knowledge is ________.

a. intuitive

b. empirical

c. permanent

d. subjective

4. A major criticism of Freud’s early theories involves the fact that his theories ________.

a. were too limited in scope

b. were too outrageous

c. were too broad

d. were not testable

Critical Thinking Questions:

1. In this section, the D.A.R.E. program was described as an incredibly popular program in schools across the United States despite the fact that research consistently suggests that this program is largely ineffective. How might one explain this discrepancy?

2. The scientific method is often described as self-correcting and cyclical. Briefly describe your understanding of the scientific method with regard to these concepts.

Personal Application Questions:

1. Healthcare professionals cite an enormous number of health problems related to obesity, and many people have an understandable desire to attain a healthy weight. There are many diet programs, services, and products on the market to aid those who wish to lose weight. If a close friend was considering purchasing or participating in one of these products, programs, or services, how would you make sure your friend was fully aware of the potential consequences of this decision? What sort of information would you want to review before making such an investment or lifestyle change yourself?

deductive reasoning

falsifiable

hypothesis:  (plural

inductive reasoning

Answers to Exercises

Review Questions: 

1. There is probably tremendous political pressure to appear to be hard on drugs. Therefore, even though D.A.R.E. might be ineffective, it is a well-known program with which voters are familiar.

2. This cyclical, self-correcting process is primarily a function of the empirical nature of science. Theories are generated as explanations of real-world phenomena. From theories, specific hypotheses are developed and tested. As a function of this testing, theories will be revisited and modified or refined to generate new hypotheses that are again tested. This cyclical process ultimately allows for more and more precise (and presumably accurate) information to be collected.

deductive reasoning:  results are predicted based on a general premise

empirical:  grounded in objective, tangible evidence that can be observed time and time again, regardless of who is observing

fact:  objective and verifiable observation, established using evidence collected through empirical research

falsifiable:  able to be disproven by experimental results

hypothesis:  (plural: hypotheses) tentative and testable statement about the relationship between two or more variables

inductive reasoning:  conclusions are drawn from observations

opinion:  personal judgments, conclusions, or attitudes that may or may not be accurate

theory:  well-developed set of ideas that propose an explanation for observed phenomena

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10 Reasons Why Research is Important

No matter what career field you’re in or how high up you are, there’s always more to learn . The same applies to your personal life. No matter how many experiences you have or how diverse your social circle, there are things you don’t know. Research unlocks the unknowns, lets you explore the world from different perspectives, and fuels a deeper understanding. In some areas, research is an essential part of success. In others, it may not be absolutely necessary, but it has many benefits. Here are ten reasons why research is important:

#1. Research expands your knowledge base

The most obvious reason to do research is that you’ll learn more. There’s always more to learn about a topic, even if you are already well-versed in it. If you aren’t, research allows you to build on any personal experience you have with the subject. The process of research opens up new opportunities for learning and growth.

#2. Research gives you the latest information

Research encourages you to find the most recent information available . In certain fields, especially scientific ones, there’s always new information and discoveries being made. Staying updated prevents you from falling behind and giving info that’s inaccurate or doesn’t paint the whole picture. With the latest info, you’ll be better equipped to talk about a subject and build on ideas.

#3. Research helps you know what you’re up against

In business, you’ll have competition. Researching your competitors and what they’re up to helps you formulate your plans and strategies. You can figure out what sets you apart. In other types of research, like medicine, your research might identify diseases, classify symptoms, and come up with ways to tackle them. Even if your “enemy” isn’t an actual person or competitor, there’s always some kind of antagonist force or problem that research can help you deal with.

#4. Research builds your credibility

People will take what you have to say more seriously when they can tell you’re informed. Doing research gives you a solid foundation on which you can build your ideas and opinions. You can speak with confidence about what you know is accurate. When you’ve done the research, it’s much harder for someone to poke holes in what you’re saying. Your research should be focused on the best sources. If your “research” consists of opinions from non-experts, you won’t be very credible. When your research is good, though, people are more likely to pay attention.

#5. Research helps you narrow your scope

When you’re circling a topic for the first time, you might not be exactly sure where to start. Most of the time, the amount of work ahead of you is overwhelming. Whether you’re writing a paper or formulating a business plan, it’s important to narrow the scope at some point. Research helps you identify the most unique and/or important themes. You can choose the themes that fit best with the project and its goals.

#6. Research teaches you better discernment

Doing a lot of research helps you sift through low-quality and high-quality information. The more research you do on a topic, the better you’ll get at discerning what’s accurate and what’s not. You’ll also get better at discerning the gray areas where information may be technically correct but used to draw questionable conclusions.

#7. Research introduces you to new ideas

You may already have opinions and ideas about a topic when you start researching. The more you research, the more viewpoints you’ll come across. This encourages you to entertain new ideas and perhaps take a closer look at yours. You might change your mind about something or, at least, figure out how to position your ideas as the best ones.

#8. Research helps with problem-solving

Whether it’s a personal or professional problem, it helps to look outside yourself for help. Depending on what the issue is, your research can focus on what others have done before. You might just need more information, so you can make an informed plan of attack and an informed decision. When you know you’ve collected good information, you’ll feel much more confident in your solution.

#9. Research helps you reach people

Research is used to help raise awareness of issues like climate change , racial discrimination, gender inequality , and more. Without hard facts, it’s very difficult to prove that climate change is getting worse or that gender inequality isn’t progressing as quickly as it should. The public needs to know what the facts are, so they have a clear idea of what “getting worse” or “not progressing” actually means. Research also entails going beyond the raw data and sharing real-life stories that have a more personal impact on people.

#10. Research encourages curiosity

Having curiosity and a love of learning take you far in life. Research opens you up to different opinions and new ideas. It also builds discerning and analytical skills. The research process rewards curiosity. When you’re committed to learning, you’re always in a place of growth. Curiosity is also good for your health. Studies show curiosity is associated with higher levels of positivity, better satisfaction with life, and lower anxiety.

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Research: Meaning and Purpose

• First Online: 27 October 2022

Cite this chapter

• Kazi Abusaleh 4 &
• Akib Bin Anwar 5  

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The objective of the chapter is to provide the conceptual framework of the research and research process and draw the importance of research in social sciences. Various books and research papers were reviewed to write the chapter. The chapter defines ‘research’ as a deliberate and systematic scientific investigation into a phenomenon to explore, analyse, and predict about the issues or circumstances, and characterizes ‘research’ as a systematic and scientific mode of inquiry, a way to testify the existing knowledge and theories, and a well-designed process to answer questions in a reliable and unbiased way. This chapter, however, categorizes research into eight types under four headings, explains six steps to carry out a research work scientifically, and finally sketches the importance of research in social sciences.

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Abusaleh, K., Anwar, A.B. (2022). Research: Meaning and Purpose. In: Islam, M.R., Khan, N.A., Baikady, R. (eds) Principles of Social Research Methodology. Springer, Singapore. https://doi.org/10.1007/978-981-19-5441-2_2

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What is Research? – Purpose of Research

• By DiscoverPhDs
• September 10, 2020

The purpose of research is to enhance society by advancing knowledge through the development of scientific theories, concepts and ideas. A research purpose is met through forming hypotheses, collecting data, analysing results, forming conclusions, implementing findings into real-life applications and forming new research questions.

What is Research

Simply put, research is the process of discovering new knowledge. This knowledge can be either the development of new concepts or the advancement of existing knowledge and theories, leading to a new understanding that was not previously known.

As a more formal definition of research, the following has been extracted from the Code of Federal Regulations :

While research can be carried out by anyone and in any field, most research is usually done to broaden knowledge in the physical, biological, and social worlds. This can range from learning why certain materials behave the way they do, to asking why certain people are more resilient than others when faced with the same challenges.

The use of ‘systematic investigation’ in the formal definition represents how research is normally conducted – a hypothesis is formed, appropriate research methods are designed, data is collected and analysed, and research results are summarised into one or more ‘research conclusions’. These research conclusions are then shared with the rest of the scientific community to add to the existing knowledge and serve as evidence to form additional questions that can be investigated. It is this cyclical process that enables scientific research to make continuous progress over the years; the true purpose of research.

What is the Purpose of Research

From weather forecasts to the discovery of antibiotics, researchers are constantly trying to find new ways to understand the world and how things work – with the ultimate goal of improving our lives.

The purpose of research is therefore to find out what is known, what is not and what we can develop further. In this way, scientists can develop new theories, ideas and products that shape our society and our everyday lives.

Although research can take many forms, there are three main purposes of research:

• Exploratory: Exploratory research is the first research to be conducted around a problem that has not yet been clearly defined. Exploration research therefore aims to gain a better understanding of the exact nature of the problem and not to provide a conclusive answer to the problem itself. This enables us to conduct more in-depth research later on.
• Descriptive: Descriptive research expands knowledge of a research problem or phenomenon by describing it according to its characteristics and population. Descriptive research focuses on the ‘how’ and ‘what’, but not on the ‘why’.
• Explanatory: Explanatory research, also referred to as casual research, is conducted to determine how variables interact, i.e. to identify cause-and-effect relationships. Explanatory research deals with the ‘why’ of research questions and is therefore often based on experiments.

Characteristics of Research

There are 8 core characteristics that all research projects should have. These are:

• Empirical  – based on proven scientific methods derived from real-life observations and experiments.
• Logical  – follows sequential procedures based on valid principles.
• Cyclic  – research begins with a question and ends with a question, i.e. research should lead to a new line of questioning.
• Controlled  – vigorous measures put into place to keep all variables constant, except those under investigation.
• Hypothesis-based  – the research design generates data that sufficiently meets the research objectives and can prove or disprove the hypothesis. It makes the research study repeatable and gives credibility to the results.
• Analytical  – data is generated, recorded and analysed using proven techniques to ensure high accuracy and repeatability while minimising potential errors and anomalies.
• Objective  – sound judgement is used by the researcher to ensure that the research findings are valid.
• Statistical treatment  – statistical treatment is used to transform the available data into something more meaningful from which knowledge can be gained.

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Types of Research

Research can be divided into two main types: basic research (also known as pure research) and applied research.

Basic Research

Basic research, also known as pure research, is an original investigation into the reasons behind a process, phenomenon or particular event. It focuses on generating knowledge around existing basic principles.

Basic research is generally considered ‘non-commercial research’ because it does not focus on solving practical problems, and has no immediate benefit or ways it can be applied.

While basic research may not have direct applications, it usually provides new insights that can later be used in applied research.

Applied Research

Applied research investigates well-known theories and principles in order to enhance knowledge around a practical aim. Because of this, applied research focuses on solving real-life problems by deriving knowledge which has an immediate application.

Methods of Research

Research methods for data collection fall into one of two categories: inductive methods or deductive methods.

Inductive research methods focus on the analysis of an observation and are usually associated with qualitative research. Deductive research methods focus on the verification of an observation and are typically associated with quantitative research.

Qualitative Research

Qualitative research is a method that enables non-numerical data collection through open-ended methods such as interviews, case studies and focus groups .

It enables researchers to collect data on personal experiences, feelings or behaviours, as well as the reasons behind them. Because of this, qualitative research is often used in fields such as social science, psychology and philosophy and other areas where it is useful to know the connection between what has occurred and why it has occurred.

Quantitative Research

Quantitative research is a method that collects and analyses numerical data through statistical analysis.

It allows us to quantify variables, uncover relationships, and make generalisations across a larger population. As a result, quantitative research is often used in the natural and physical sciences such as engineering, biology, chemistry, physics, computer science, finance, and medical research, etc.

What does Research Involve?

Research often follows a systematic approach known as a Scientific Method, which is carried out using an hourglass model.

A research project first starts with a problem statement, or rather, the research purpose for engaging in the study. This can take the form of the ‘ scope of the study ’ or ‘ aims and objectives ’ of your research topic.

Subsequently, a literature review is carried out and a hypothesis is formed. The researcher then creates a research methodology and collects the data.

The data is then analysed using various statistical methods and the null hypothesis is either accepted or rejected.

In both cases, the study and its conclusion are officially written up as a report or research paper, and the researcher may also recommend lines of further questioning. The report or research paper is then shared with the wider research community, and the cycle begins all over again.

Although these steps outline the overall research process, keep in mind that research projects are highly dynamic and are therefore considered an iterative process with continued refinements and not a series of fixed stages.

In this post you’ll learn what the significance of the study means, why it’s important, where and how to write one in your paper or thesis with an example.

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Home Market Research

What is Research: Definition, Methods, Types & Examples

The search for knowledge is closely linked to the object of study; that is, to the reconstruction of the facts that will provide an explanation to an observed event and that at first sight can be considered as a problem. It is very human to seek answers and satisfy our curiosity. Let’s talk about research.

Content Index

What is Research?

What are the characteristics of research.

• Comparative analysis chart

Qualitative methods

Quantitative methods, 8 tips for conducting accurate research.

Research is the careful consideration of study regarding a particular concern or research problem using scientific methods. According to the American sociologist Earl Robert Babbie, “research is a systematic inquiry to describe, explain, predict, and control the observed phenomenon. It involves inductive and deductive methods.”

Inductive methods analyze an observed event, while deductive methods verify the observed event. Inductive approaches are associated with qualitative research , and deductive methods are more commonly associated with quantitative analysis .

Research is conducted with a purpose to:

• Identify potential and new customers
• Understand existing customers
• Set pragmatic goals
• Develop productive market strategies
• Address business challenges
• Put together a business expansion plan
• Identify new business opportunities
• Good research follows a systematic approach to capture accurate data. Researchers need to practice ethics and a code of conduct while making observations or drawing conclusions.
• The analysis is based on logical reasoning and involves both inductive and deductive methods.
• Real-time data and knowledge is derived from actual observations in natural settings.
• There is an in-depth analysis of all data collected so that there are no anomalies associated with it.
• It creates a path for generating new questions. Existing data helps create more research opportunities.
• It is analytical and uses all the available data so that there is no ambiguity in inference.
• Accuracy is one of the most critical aspects of research. The information must be accurate and correct. For example, laboratories provide a controlled environment to collect data. Accuracy is measured in the instruments used, the calibrations of instruments or tools, and the experiment’s final result.

What is the purpose of research?

There are three main purposes:

• Exploratory: As the name suggests, researchers conduct exploratory studies to explore a group of questions. The answers and analytics may not offer a conclusion to the perceived problem. It is undertaken to handle new problem areas that haven’t been explored before. This exploratory data analysis process lays the foundation for more conclusive data collection and analysis.

LEARN ABOUT: Descriptive Analysis

• Descriptive: It focuses on expanding knowledge on current issues through a process of data collection. Descriptive research describe the behavior of a sample population. Only one variable is required to conduct the study. The three primary purposes of descriptive studies are describing, explaining, and validating the findings. For example, a study conducted to know if top-level management leaders in the 21st century possess the moral right to receive a considerable sum of money from the company profit.

LEARN ABOUT: Best Data Collection Tools

• Explanatory: Causal research or explanatory research is conducted to understand the impact of specific changes in existing standard procedures. Running experiments is the most popular form. For example, a study that is conducted to understand the effect of rebranding on customer loyalty.

Here is a comparative analysis chart for a better understanding:

It begins by asking the right questions and choosing an appropriate method to investigate the problem. After collecting answers to your questions, you can analyze the findings or observations to draw reasonable conclusions.

When it comes to customers and market studies, the more thorough your questions, the better the analysis. You get essential insights into brand perception and product needs by thoroughly collecting customer data through surveys and questionnaires . You can use this data to make smart decisions about your marketing strategies to position your business effectively.

To make sense of your study and get insights faster, it helps to use a research repository as a single source of truth in your organization and manage your research data in one centralized data repository .

Types of research methods and Examples

Research methods are broadly classified as Qualitative and Quantitative .

Both methods have distinctive properties and data collection methods .

Qualitative research is a method that collects data using conversational methods, usually open-ended questions . The responses collected are essentially non-numerical. This method helps a researcher understand what participants think and why they think in a particular way.

Types of qualitative methods include:

• One-to-one Interview
• Focus Groups
• Ethnographic studies
• Text Analysis

Quantitative methods deal with numbers and measurable forms . It uses a systematic way of investigating events or data. It answers questions to justify relationships with measurable variables to either explain, predict, or control a phenomenon.

Types of quantitative methods include:

• Survey research
• Descriptive research
• Correlational research

LEARN MORE: Descriptive Research vs Correlational Research

Remember, it is only valuable and useful when it is valid, accurate, and reliable. Incorrect results can lead to customer churn and a decrease in sales.

It is essential to ensure that your data is:

• Valid – founded, logical, rigorous, and impartial.
• Accurate – free of errors and including required details.
• Reliable – other people who investigate in the same way can produce similar results.
• Timely – current and collected within an appropriate time frame.
• Complete – includes all the data you need to support your business decisions.

Gather insights

• Identify the main trends and issues, opportunities, and problems you observe. Write a sentence describing each one.
• Keep track of the frequency with which each of the main findings appears.
• Make a list of your findings from the most common to the least common.
• Evaluate a list of the strengths, weaknesses, opportunities, and threats identified in a SWOT analysis .
• Prepare conclusions and recommendations about your study.
• Act on your strategies
• Look for gaps in the information, and consider doing additional inquiry if necessary
• Plan to review the results and consider efficient methods to analyze and interpret results.

Review your goals before making any conclusions about your study. Remember how the process you have completed and the data you have gathered help answer your questions. Ask yourself if what your analysis revealed facilitates the identification of your conclusions and recommendations.

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What is the importance of research in everyday life?

Chemotherapy. Browsing the internet. Predicting hurricanes and storms. What do these things have in common? For one, they all exhibit the importance of research in everyday life; we would not be able to do these today without preceding decades of trial and error. Here are three top reasons we recognise the importance of research in everyday life, and why it is such an integral part of higher education today.

Research increases the quality of life

According to Universities Canada , “Basic research has led to some of the most commercially successful and life-saving discoveries of the past century, including the laser, vaccines and drugs, and the development of radio and television.” Canadian universities, for example, are currently studying how technology can help breed healthier livestock, how dance can provide long-term benefits to people living with Parkinson’s, and how to tackle affordable student housing in Toronto.

We know now that modern problems require modern solutions. Research is a catalyst for solving the world’s most pressing issues, the complexity of which evolves over time. The entire wealth of research findings throughout history has led us to this very point in civilisation, which brings us to the next reason why research matters.

What does a university’s research prowess mean for you as a student? Source: Shutterstock

Research empowers us with knowledge

Though scientists carry out research, the rest of the world benefits from their findings. We get to know the way of nature, and how our actions affect it. We gain a deeper understanding of people, and why they do the things they do. Best of all, we get to enrich our lives with the latest knowledge of health, nutrition, technology, and business, among others.

On top of that, reading and keeping up with scientific findings sharpen our own analytical skills and judgment. It compels us to apply critical thinking and exercise objective judgment based on evidence, instead of opinions or rumours. All throughout this process, we are picking up new bits of information and establishing new neural connections, which keeps us alert and up-to-date.

Research drives progress forward

Thanks to scientific research, modern medicine can cure diseases like tuberculosis and malaria. We’ve been able to simplify vaccines, diagnosis, and treatment across the board. Even COVID-19 — a novel disease — could be studied based on what is known about the SARS coronavirus. Now, the vaccine Pfizer and BioNTech have been working on has proven 90% effective at preventing COVID-19 infection.

Mankind has charted such progress thanks to the scientific method. Beyond improving healthcare, it is also responsible for the evolution of technology, which in turn guides the development of almost every other industry in the automation age. The world is the way it is today because academics throughout history have relentlessly sought answers in their laboratories and faculties; our future depends on what we do with all this newfound information.

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What is research- characteristics, importance, and objectives.

In this article, I will share the characteristics, importance, and objectives of the research…

Table of Contents

What is Research??

Research is a process through which an individual or the researcher helps to search the definite or useful information from the number of respondents to evaluate or solve the problem-related questions. In fact, research is an art of scientific investigation or technique.

In other words, some people say that research is a systematized effort to gain knowledge and it is a process of collecting, evaluating, and interpreting information to answer questions.

Characteristics of Research:

The characteristics of research include various points such as:-

1. Research should be controlled-

It should be controlled because of the relation between two or more variables are affected by each other (whether it is internal or external). If the research is not controllable, then it will not be able to design a particular research report .

2. Research should be rigorous-

It should be rigorous because it helps to follow the procedures to find out the answers related questions which are relevant and appropriate in nature. The research information consists of two types of sciences such as physical and social sciences. These two sciences are also varied from each other.

3. Research should be systematic-

Research should be systematic because if a researcher wants to do a perfect research design or process then it will have to evaluate or obtained the necessary information from the market in a systematic manner. It takes various steps to do a perfect or systematic research process and all the steps of procedures are interlinked to each other.

4. Research should be valid-

It means the information which is collected by the researcher can be the correct and verifiable by yourself (i.e,  researcher himself). If our collected information is fair or valid, then our research will also be ethical in nature.

5. Research should be empirical-

This means that any conclusion drawn is totally based upon ethical or hard evidence gathered information collected from observations and real-life experiences.

6. The foundation of knowledge-

Research is the foundation of knowledge for the purpose of knowledge and an important source for providing guidelines or norms for solving different social, business, or governmental problems. It is a variety of formal training which enables us to understand the new developments in one’s field in an efficient way.

 Importance or Objectives of the Research:

Research objectives help to identify the full purpose or attention of your research with the type of basic questions that will be noted. Explaining your research objectives means explaining what do I need to investigate and evaluate. The importance of research is also known as the objectives of the research . It includes various points such as:-

[ Q . What are the objectives of the research and What is the importance of research ??]…

1. To find out the real facts-

As we know, every type of research has its own object but the basic aim of the research is always to find out or obtained the information from the markets and societies and their number of respondents. A researcher evaluates or finds the real or exact information for our problem-related questions.

2. To achieve the new thoughts-

In this objective of the research , anybody can find new thoughts from the research. Research is the process of finding the exact information through proper observation, optimization, and experiments.

These are the scientific methods to find out or evaluate the information which is very necessary for evaluating the problem task.

3. To evaluate the information-

The first aim of the research is to find out the information and then evaluate them in an appropriate or efficient manner so that they can easily design the research problem and solve them also.

A researcher evaluates the information through various scientific approaches and methods, statistical analysis and procedures, and another type of tables and graphs.

4. To test a hypothesis-

In this objective of the research , the researcher does the causal relationship between the variables (it can also be said that the hypothesis testing research studies). The hypothesis testing study represents the number of actions like these terms:

(a) Making a formal statement,

(b) Selecting a significance level,

(c) Deciding the distribution use,

(d) Selecting a random sample and computing an appropriate value,

(e) Calculation of the probability,

(f) Comparing the probability.

5. To design or implement the research-

After the collection of all information, the researcher prepares the structure of a research design for the company so that they can easily describe or identify the structure of a particular research theme. The research designs can be broadcasted into two forms such as experimental designs and non-experimental designs.

After the structure of the research design, the researcher implements them in a problem and find out the optimum factor to solve them.

6. To improve the understanding-

In this objectives of the research , the researcher helps to improve the understanding of a particular topic by asking what else needs to be evidenced before the research is purposeful, or what knowledge could be assembled from a more focused investigation, or scrutiny of the existing findings.

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These four important steps will produce ethical and community-oriented results

Given the history and pattern of Big Data, apprehension about participating in data collection is understandable and expected. This is where I think there is a poignant opportunity for those collecting data to more ethically partner with communities, activists, and organizers to create equitable and impactful programming and resources.

• This starts by including community members, advocates, activists, and organizers in the process of creating surveys and collecting data. Better collaboration will lead to more empathetic and trustworthy surveys.
• Next, there needs to be an intentional and active effort to appropriately compensate participants and organizers for their time and contributions. Taking a survey that asks you to disclose personal and delicate information about yourself is taxing in many ways, asking someone to spend valuable time and remain uncompensated is unethical.
• The third step is making sure that people who participate in the research projects are the first to receive results and are not left guessing about what will come of their time and information. This is an important step in conducting community-centric research.
• Finally, there need to be collaborative efforts in using gathered data to implement impactful programming. While research is important, if the information taken from a community is not given back then it can be harmful and perpetuate an existing power imbalance. This collaboration can look like mutual aid, information sharing, or program development to name a few.

Ultimately, activism and research support one another and are inextricably linked. An effort needs to be made to actively collaborate and support more sustainable and ethical practices. Working together while recognizing each other’s strengths is how we create equitable and impactful community change.

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Why should I do research? Is it a waste of time?

Athanasios dellis.

a 2nd Department of Surgery, Aretaieion Hospital, University of Athens, Greece

Andreas Skolarikos

b 2nd Department of Urology, Sismanogleion Hospital, University of Athens, Greece

Athanasios G. Papatsoris

• • In medicine, research is the search for scientific knowledge, which is crucial for the development of novel medications and techniques.
• • Conducting research provides a deeper understanding of several scientific topics of the specialty of each doctor.
• • Research through RCTs represents the principal methodological approach.
• • There are two main research processes; qualitative and quantitative studies.
• • It is important to develop Research Units in hospitals and medical centres.
• • Ethics and the high quality of research are ensured by committees (i.e., Internal Board Review, Ethics Research Committee).
• • Research sessions could be implemented in the job plans of doctors.
• • Research is not a waste of time, but a scientific investment.

To answer the questions ‘Why should I do research? Is it a waste of time?’ and present relevant issues.

Medline was used to identify relevant articles published from 2000 to 2013, using the following keywords ‘medicine’, ‘research’, ‘purpose’, ‘study’, ‘trial’, ‘urology’.

Research is the most important activity to achieve scientific progress. Although it is an easy process on a theoretical basis, practically it is a laborious process, and full commitment and dedication are of paramount importance. Currently, given that the financial crisis has a key influence in daily practice, the need to stress the real purpose of research is crucial.

Research is necessary and not a waste of time. Efforts to improving medical knowledge should be continuous.

What is research?

Research is a general term that covers all processes aiming to find responses to worthwhile scientific questions by means of a systematic and scientific approach. In fact, research is the search for scientific knowledge, a systematically formal process to increase the fund of knowledge and use it properly for the development of novel applications.

There are several types of research, such as basic science laboratory research, translational research, and clinical and population-based research. Medical research through randomised clinical trials (RCTs) represents the principal methodological approach for the structured assessment of medical outcomes. RCTs provide prospective and investigator-controlled studies, representing the highest level of evidence (LoE) and grade of recommendation, and define the ultimate practice guideline [1] . However, many constraints, such as ethical, economic and/or social issues, render the conduct of RCTs difficult and their application problematic. For instance, in one of the largest RCTs in urology, on preventing prostate cancer with finasteride, the LoE was 1 [2] . In this RCT, after 7 years of finasteride chemoprevention, the rate of cancer decreased from 24.4% to 18.4%. Based on this study, it could be postulated that finasteride chemoprevention should be offered to men in the general population in an attempt to reduce the risk of prostate cancer. However, the findings of this RCT could not be implemented universally due to financial issues [3] .

There are two main research processes, i.e., qualitative and quantitative studies. Although very different in structure and methods, these studies represent two arms of the same research body. Qualitative studies are based mainly on human experience, using notions and theoretical information without quantifying variables, while quantitative studies record information obtained from participants in a numerical form, to enable a statistical analysis of the data. Therefore, quantitative studies can be used to establish the existence of associative or causal relationships between variables.

From a practical perspective, adding a Research Unit to a Medical Department would ultimately enhance clinical practice and education. As such, almost all hospitals in Western countries have research and development (R&D) departments, where the R&D can be linked with clinical innovation. Basic areas in this field include business planning, sales policies and activities, model design, and strategic propositions and campaign development. However, if researchers are not motivated, the research could be counterproductive, and the whole process could ultimately be a waste of time and effort [4] .

The ethics and the high quality of research are ensured by committees, such as the Internal Review Board, and Ethics Research Committees, especially in academic hospitals. They consist of highly educated and dedicated scientists of good faith as well as objectivity, to be the trustees of ethical and properly designed and performed studies.

Do we need research?

Research is the fuel for future progress and it has significantly shaped perspectives in medicine. In urology there are numerous examples showing that current practice has rapidly changed as a result of several key research findings. For example, from the research of Huggins and Hodges (who won the Nobel Prize in 1966), hormone therapy has become the standard treatment for patients with advanced/metastatic prostate cancer. The use of ESWL to treat stones in the urinary tract is another example of research that has improved practice in urology. The current trend in urology to use robotic assistance in surgery is a relatively recent example of how constant research worldwide improves everyday clinical practice [5] . Furthermore, in a more sophisticated field, research is used to identify factors influencing decision-making, clarify the preferred alternatives, and encourage the selection of a preferred screening option in diseases such as prostate cancer [6,7] .

Conducting research provides a deeper understanding of several scientific topics within the specialty of each doctor. Furthermore, it helps doctors of a particular specialty to understand better the scientific work of other colleagues. Despite the different areas of interest between the different specialties, there are common research methods.

In a University, PhD and MSc students concentrate their efforts at higher research levels. Apart from having to produce a challenging and stimulating thesis, young researchers try to develop their analytical, conceptual and critical thinking skills to the highest academic level. Also, postgraduate students thus prepare themselves for a future job in the global market.

During the research process several approaches can be tested and compared for their safety and efficacy, while the results of this procedure can be recorded and statistically analysed to extract the relevant results. Similarly, any aspects of false results and side-effects, e.g., for new medications, can be detected and properly evaluated to devise every possible improvement. Hence, research components under the auspices of dedicated supervisors, assisted by devoted personnel, are of utmost importance. Also, funding is a catalyst for the optimum progress of the research programme, and it must be independent from any other financial source with a possible conflict. Unfortunately, in cases of economic crisis in a hospital, the first department that is trimmed is research.

Is research time a waste of time?

Even if the right personnel are appointed and the funding is secured, it would be a great mistake to believe that the results are guaranteed. Full commitment and dedication are of utmost importance for successful research. Also, these questions are raised in relation to the scientific papers that are accepted for publication in medical journals. About US$ 160 billion is spent every year on biomedical research [8] . Recently, in the Lancet [9] it was estimated that 85% of research is wasteful or inefficient, with deficiencies presented in the following questions: (1) is the research question relevant for clinicians or patients?; (2) are the design and methods appropriate?; (3) is the full report accessible?; (4) is it unbiased and clinically meaningful? Such questions about the importance, purpose and impact of research should surely be answered during the research. The view of the general public is that the purpose of medical research is to advance knowledge for the good of society, to invent new substances to fight disease, to create diagnostic and therapeutic algorithms, to improve public health, to prevent diseases, to improve the quality of life and to prolong overall survival.

Pharmaceutical companies that sponsor research are financially orientated. This fact leads to a sole result, i.e., profit, as a return on their investment. In this framework it would be impossible for academic institutions to operate on any other basis but finance. Economic indicators, even better benefits and the commercial potential of research are important for their survival. Nevertheless, the purpose of research is more than that. It is time to reframe the way research is done and rewarded, leaving profits in second place. We need to remind ourselves about the real purpose of scientific research. Moreover, we need to decide what research is needed and what impact it is likely to have. Researchers and those who benefit from research (i.e., patients, practising doctors) have a crucial role in the research process. Academic institutions should assess and reward researchers on a long-term basis, and help them to concentrate on meaningful research. Researchers must defend their selection of topics as being those appropriate to benefit public health.

Each medical specialty has a different working plan, and surgical specialties such as urology are characterised by a lack of time for research. It is suggested that specific sessions for research could be implemented in the job plan of urologists, and for other doctors. This is more important for the ‘academic doctor’, but even non-academic doctors could undertake research, if only of the current updated medical literature.

Last but not least is the issue of teaching research to junior doctors. This is very important, as the sooner each doctor is involved in the research process the better for his or her career. Even for junior doctors who are not interested in an academic career, understanding the research process helps them to develop their scientific skills. Young doctors should be motivated to understand and undertake research. However, it is important to guide them through the basic principles of research and to mentor them during their first scientific projects. Furthermore, specific academic training opportunities should be offered within developing programmes, such as the academic specialist registrar’s career pathways in the UK [10] .

In conclusion, research is necessary and not a waste of time. All relevant components of the research engine should co-operate to achieve scientific progress that will help patients and the general population.

Take-home messages

• • Ethics and the high quality of research are ensured by committees (i.e. Internal Board Review, Ethical Research Committee).

Conflict of interest

Source of funding.

Peer review under responsibility of Arab Association of Urology.

The rise of the inclusive consumer

The American consumer is undeniably becoming more inclusive. Responding to our survey 1 McKinsey Inclusive Consumer Survey, October 2021. in October 2021, two out of three Americans told us their social values now shape their shopping choices. And 45 percent—likely representing well over a hundred million shoppers 2 Extrapolated data: 45 percent of 270 million US residents over 18 years old would be about 120 million. —believe retailers should actively support Black-owned businesses and brands. This 45 percent represents the inclusive consumer.

About the authors

This article is a collaborative effort by Pamela Brown, Tiffany Burns , Tyler Harris, Charlotte Lucas, and Israe Zizaoui, representing views from McKinsey’s Retail Practice.

Large consumer and retail players from Nordstrom to Yelp are moving quickly to serve this group of influential customers. Indeed, while inclusive consumers tend to be younger, female, and more racially diverse, they include men and women across ethnic backgrounds, income levels, and age groups. Given this diverse and ubiquitous representation, the inclusive consumer holds the unique power to influence all demographic groups (Exhibit 1).

The inclusive consumer is more likely than other shoppers to buy Black-owned brands out of a desire to support diverse entrepreneurs on their growth journeys and small businesses in general (Exhibit 2). Like many other consumers today, they base their shopping choices less on traditional advertising and more on social media, friends’ recommendations, and the stories of those who founded the brands they admire. They are also more likely than other shoppers to care about sustainability and quality. 3 McKinsey Inclusive Consumer Survey, October 2021.

Where the inclusive consumer may be headed

Inclusive consumers are a large and influential population, and they want to spend more on Black-owned brands, which they know are underrepresented on store shelves. However, finding the brands and the products remains a barrier. Indeed, one in five inclusive consumers cited not finding the products they wanted as a reason for not buying from Black-owned brands. This plays out in the bigger picture of US retail spending as well. While about 14 percent of the US population identifies as Black, 4 “Quick facts,” United States Census Bureau, July 1, 2019. Black-owned brands rang up only about $83 billion in sales in 2020 5 Estimated with consumer-reported proportion of holiday shopping with Black-owned brands and National Retail Federation data on 2020 holiday spending of $790 billion. —less than 1.5 percent of $5.4 trillion 6 “Sales for U.S. retail trade sector over $5,411.0 billion,” United States Census Bureau, January 28, 2021. of retail spending. In our survey, about 21 percent of inclusive consumers said they had pledged to devote at least 15 percent of their retail spending to Black-owned brands in an effort to turn the tides. 7 McKinsey Inclusive Consumer Survey, October 2021.

Most retailers will need to make changes to meet the needs of inclusive consumers. Fewer than half of these shoppers say they know which products on retail shelves are from Black-owned brands, and a third don’t know where to go to purchase Black-owned brands. 8 McKinsey Inclusive Consumer Survey, October 2021. About 45 percent of the inclusive consumers we surveyed said they would value relevant labeling on store shelves and the ability to filter website results to find Black-owned brands. About a third would value additional sources of information, such as curated lists of products, a database of Black-owned brands, and recommendations from influencers.

Major retailers are now joining social influencers and other stakeholders to spread the word. Growing support for Black-owned brands is evident in social media and traditional media: a wide range of publications, from New York magazine and GQ to Harper’s Bazaar 9 “The 42 best gifts to shop from Black-owned businesses now and forever,” Harper’s Bazaar , November 17, 2021. and whowhatwear.com, published a curated holiday list of products from Black-owned brands in November 2021. In the same month, Oprah’s “favorite things” list 10 “Oprah’s favorite things 2021 list is here!,” Oprah Daily, November 23, 2021. focused on products from small businesses, many of which are owned by women and people of color.

How retailers could attract the inclusive consumer

In a marketplace being transformed by digitization, social change, and a global pandemic, leading retailers and brand managers know that they must keep meeting evolving consumer preferences to stay relevant. Major retailers are now reviewing how they work—from operations and merchandising to hiring and HR practices—and starting to move the needle. Retailers should consider actions in five main areas to bring the inclusive consumer through their doors and onto their websites.

Action 1: Reshape shelves. Retailers can first and foremost demonstrate a commitment to the inclusive consumer by evaluating and reimagining the brands on their shelves. Many are already taking strong action, reimagining their merchandising mix to make shelves and the brands that sit on them more representative. For example, more than 28 national retailers, including Gap, Macy’s, and Sephora, have signed the Fifteen Percent Pledge’s call for 15 percent of retail shelf space to be dedicated to Black-owned brands. Some of these retailers have doubled their assortments of Black-owned brands in just a year, opening their doors to almost 400 brands. 11 Elizabeth Segran, “In one year, the 15% Pledge got 385 Black-owned brands on the shelves of Macy’s, Gap, Sephora, and more,” Fast Company , July 7, 2021. In addition to introducing Black-owned brands, retailers could also review their planograms and product placement: for example, Ulta Beauty is intentional about placing Black-owned brands in prime locations in stores and creates dedicated efforts to increase Black-owned brands’ features in circular advertising and email marketing. 12 Liz Flora, “Camille Rose expands to Ulta Beauty as retailer makes Black-owned brand push,” Glossy, April 12, 2021.

Retailers can first and foremost demonstrate a commitment to the inclusive consumer by evaluating and reimagining the brands on their shelves.

Action 2: Switch up sourcing. Retailers, especially those who are vertically integrated, could also demonstrate commitment to the inclusive consumer by doubling down on diversity in their supply chain. For example, Best Buy has committed to spending at least $1.2 billion with businesses owned by members of the Black, Indigenous, and people of color (BIPOC) community and other diverse businesses by 2025. 13 “Best Buy commits to spending $1.2 billion with BIPOC and diverse businesses by 2025,” Business Wire, June 24, 2021. The commitment includes plans to increase all forms of spending with businesses from nearly every corner of the company—from how it brings goods and services to stores to where and how it advertises. Supplier diversity is not limited to retailers and can also be considered broadly by most brands and companies. For example, in 2020, the Coca-Cola Company committed to spending an additional $500 million over five years with Black-owned suppliers, more than doubling the company’s previous commitment. 14 “Coca-Cola Company commits $500 million in additional spending with Black-owned suppliers,” Coca-Cola Company, October 10, 2020. These actions show an increasing commitment to diversity across the supply chain, and these types of commitments will likely grow in future years as consumers begin calling for similar levels of diversity in the supply chain as they are calling for on shelves.

Action 3: Map it out. Inclusive consumers consistently say that not knowing which brands are Black-owned or where to shop for them are barriers to spending as much as they would like on brands from diverse founders. And wayfinding is their resounding answer. Retailers could help consumers identify Black-owned brands with clear labeling on shelves and websites, the ability to filter website search results, and curated lists of products, for example.

Sephora responded to these needs by creating a dedicated tab on its website to share Black-owned brands’ stories and products and by enhancing its online site, which features Black-owned brands on its browsing pane, provides a filter for shoppers looking for Black- and BIPOC-owned brands, and provides curated lists of recommended products, including a “Sephora Favorites” bundle in Black-owned beauty. 15 Kori Hale, “Sephora’s planning to double down on Black-owned brands,” Forbes , January 25, 2021. Google is also actively working on multiple initiatives to support Black-owned brands, including a tool that allows Black-owned businesses to identify themselves in maps, listings, and Google business-profile searches. 16 Keyword , “Standing with the Black community,” blog entry by Sundar Pichai, Google, June 3, 2020; “Supporting Black-owned businesses,” Google for Small Business, 2021. Additionally, Google has launched the ByBlack platform, which consists of both a national Black business directory (powered by the US Black Chambers) and a national certification as a Black-owned business (in partnership with American Express). This tool provides Black entrepreneurs access to a community with valuable business resources (including Google trainings) and a way to help reach new customers.

Action 4: Share the stories. Inclusive consumers care about what is on shelves, but they want more. They want to learn about founders’ stories, for example, and support the missions of small businesses. Further, our research shows that inclusive consumers are more likely than other shoppers to buy Black-owned brands based on recommendations from friends, and retailers that incorporate founder stories into marketing and digital placements are more likely than those that don’t to attract the inclusive consumer’s eye. Nordstrom, for example, introduced “Concept 012: Black_Space,” which includes a dedicated shop developed, designed, and curated by Black voices to amplify Black representation through in-store buildouts and merchandising. The concept is further supported with an online site experience that includes video content created by Black curators to represent their perspectives. 17 “New Concepts @Nordstrom launches Concept 012: Black_Space,” Nordstrom, February 22, 2021.

Action 5: Ditch the big-brand playbook. Introducing and cultivating smaller brands takes different capabilities and mindsets  than retailers may be accustomed to when working with larger, more established brands. Unlike big brands, small brands come with more variability in experience and know-how, as well as growing pains as they enter the bigger retail stage. Retailers that are committed to fostering smaller brands will need to work differently, creating teams that understand how these brands operate. For example, those with experience working with small brands know that everyday requirements from retailers, such as buy sizes and inventory systems, can have large-scale repercussions on small brands with limited working capital or team capacity to meet these terms. A retailer that seeks to help smaller brands can boost the odds of success by adapting its playbook and its teams to suit their needs.

The time is now

In the years ahead, millions more consumers will likely join the ranks of inclusive consumers, rewarding businesses that pursue inclusion and avoiding those that don’t.

Businesses that meet the needs of inclusive consumers will likely do more than raise revenues and loyalty—they may also earn dividends in other areas of the business, including attracting and retaining talent. About 70 percent of the US-based employees we surveyed in August 2020 said their sense of purpose is largely defined by work, and nearly two-thirds said COVID-19 had caused them to reflect on their purpose in life, and nearly half were reconsidering the kind of work they do. (For more on this topic, please see Naina Dhingra, Andrew Samo, Bill Schaninger, and Matt Schrimper “ Help your employees find purpose—or watch them leave .”)

Whether employees or customers, the inclusive consumer is changing the imperative for retail. The evidence is overwhelming: the inclusive consumer is leading the pack, influencing consumers across demographics, and voting with their pocketbooks for retailers that support diverse entrepreneurs and their products. (For more on this topic, please see “ The Black unicorn: Changing the game for inclusivity in retail .”)

Pamela Brown is a partner in McKinsey’s New Jersey office, where Charlotte Lucas and Israe Zizaoui are consultants; Tiffany Burns is a partner in the Atlanta office; and Tyler Harris is an associate partner in the Washington, DC, office.

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Most Americans say it’s very important to vote to be a good member of society

Around seven-in-ten U.S. adults (69%) say it’s very important to vote in elections to be a good member of society – more than say the same about any of the other activities included in a Pew Research Center survey conducted earlier this year.

By comparison, fewer than half of Americans say it’s very important to get a COVID-19 vaccine (44%), to make choices that help reduce the effects of global climate change (42%), or to follow what’s happening in politics in their own country (37%) to be a good member of society. Fewer – around two-in-ten – say it’s very important to follow current events in other countries (22%) or attend religious services frequently (22%). And only 13% say it’s very important to join demonstrations about issues they think are important to be a good member of society.

This Pew Research Center analysis focuses on U.S. public opinion about what it means to be a good member of society. It is based on a survey of 3,581 U.S. adults conducted from March 21 to 27, 2022. Everyone who took part is a member of the Center’s American Trends Panel (ATP), an online survey panel that is recruited through national, random sampling of residential addresses. This way nearly all adults have a chance of selection. The survey is weighted to be representative of the U.S. adult population by gender, race, ethnicity, partisan affiliation, education and other categories. Read more about the ATP’s methodology . Here is the question used in this analysis, along with responses.

The comparison of responses by 2020 voter turnout relies on a measure of validated turnout among citizens who are currently at least 20 years old. Validated voters are citizens who told us that they voted in the 2020 general election and have a record for voting in that election in a commercial voter file. In an effort to accurately locate official voting records, up to three commercial voter files were searched for each panelist. The number of commercial files consulted varies by when a panelist was recruited to the ATP. Three files were used for panelists recruited in 2020 or before, while two were used for panelists recruited in 2021. Here are additional details about the voter validation process .  

Although Republicans and Democrats differ in some views of election rules and procedures , there are no partisan differences in the perceived importance of voting. Around seven-in-ten Democrats and independents who lean toward the Democratic Party (73%) and a similar share of Republicans and GOP leaners (70%) say voting is very important to being a good member of society. Past Pew Research Center surveys have found a similar pattern .

Republicans and Democrats also don’t differ when it comes to the importance of following what is happening in U.S. politics. Around four-in-ten in each party (37% of Republicans and 40% of Democrats) say it’s very important to follow politics to be a good member of society.

When it comes to the importance of following current events in other countries, Democrats are somewhat more likely than Republicans (26% vs. 18%) to say it’s very important. Democrats are also more likely than Republicans to say joining demonstrations is very important (17% vs. 8%), while Republicans are more likely than Democrats to say attending religious services regularly is very important (30% vs. 15%).  

Partisan divides are widest when it comes to the perceived importance of getting a COVID-19 vaccine and making choices to reduce the effects of climate change. In both cases, Democrats are more than 40 percentage points more likely than Republicans to see it as very important to being a good member of society. As Pew Research Center has previously found , the partisan gap in the perceived importance of getting a COVID-19 vaccine is the largest in the United States out of 19 countries surveyed this year. Climate change is also a key dividing line, with Democrats far more likely than Republicans to see it as a major threat .

Older and younger Americans diverge over what they see as very important for being a good member of society. Generally speaking, older people are more likely than younger people to find nearly all of the activities asked about to be very important. When it comes to voting, for example, 86% of those ages 65 and older say it’s very important, compared with around half (47%) of those under 30. On only two activities – making choices that help reduce the effects of climate change and joining demonstrations about issues people think are important – are older and younger people about equally likely to say it’s crucial for being a good member of society.

Americans with at least a college degree or more education are more likely than those without a college degree to see voting and getting a COVID-19 vaccine as very important. The opposite is true when it comes to attending religious services regularly, and there are no educational differences when it comes to the perceived importance of the other activities asked about in the survey.

2020 voter turnout was highest among those who see voting as very important

Do Americans who see voting as very important to being a good member of society actually follow through and vote? A separate analysis of 2020 turnout data suggests that the answer is yes.

Among those who say it’s very important to vote in order to be a good member of society, the vast majority (79%) cast a ballot in the 2020 election. Among those who say it’s somewhat important to vote to be a good member of society, far fewer (43%) cast a ballot in 2020. And around three-in-ten of those who see voting as either not too important (33%) or not important at all (30%) opted to vote in 2020.

Of course, there are many reasons why some Americans may not have cast a ballot in 2020, even if they generally see voting as an important civic duty.

• Political & Civic Engagement
• Political Ideals & Systems
• Voter Participation

Tuning Out: Americans on the Edge of Politics

Attitudes on an interconnected world, turnout in 2022 house midterms declined from 2018 high, final official returns show, what makes someone a good member of society, turnout in u.s. has soared in recent elections but by some measures still trails that of many other countries, most popular.

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