The Differences Between Fact and Theory.

Theory is a tool of science in these ways
1.it defines the major orientation of a science, by defining the kinds of data that are to be abstracted.
2.it offers a conceptual scheme by which the relevant phenomena are systematized, classified and interrelated.
3.it summarizes facts into empirical generalizations and systems of generalizations.
4. It predicts facts and
5. It points to gaps in our knowledge.

On the other hand facts are also productive of theory in these ways :
1. Facts help to initiate theories.
2. They lead to the reformulation of existing theory.
3. They cause rejection of theories that do not fit the facts.
4. They change the focus and orientation of theory and
5. they clarify and redefine theory.

Reference:
 http://www.sociologyguide.com/research-methods&statistics/theory-fact.php

Inductive or Deductive Type of Research?

There are mainly two kinds of research approaches deductive and inductive. Understanding to these approaches is essential to increase the efficiency of the research study. Both the approaches are completely different from each other (shown in Figure). Deductive research approach is associated with the positivism paradigm, whereas inductive research approach is associated with interpretivism. Understanding of both approaches is essential to support the choice of appropriate research approach.

Deductive research approach allows the research to establish a hypothesis by using theory. Variety of data and information is collected by the researcher to confirm or reject the hypothesis to resolve issue (Gill and Johnson 2010). In the given figure, various steps of using deductive approach are development of theory, hypothesis, observation through data and information and confirmation. On the other hand, inductive approach is totally reverse form deductive approach. Observation, pattern, tentative hypothesis and theory (see figure) are important steps of the inductive approach.

Inductive research is a flexible approach because there is no requirement of pre-determined theory to collect data and information. The researcher uses observe data and facts to reach at tentative hypothesis and define a theory as per the research problem. This helps the research to give inductive arguments (Mertens 2008).


I intend to perform research classified as deductive. This is because of my research dependence theories dependence the questions raised in the title of the study. how do I narrow down the study, is through the data that I obtained from the respondents dependence their data obtained from the survey form.



Reference:

http://dissertationhelponline.blogspot.com/2011/06/deductive-and-inductive-research.html

Proposed Topic

Consumer acceptance of  consumption coupons in the fast food industry.

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Since the fast food industry to grow like mushrooms after a rain, a variety of sales promotion done to attract customers to their products. sales promotion tools used by marketers, but I prefer coupons as a sales promotion tool in the study because I view in China, coupons have become a trend to a culture of shopping there, and I believe the coupons as sales promotion tools that will be "madness" citizens of Malaysia after acceptance of the coupon promotional efforts undertaken by the fast food industry in Malaysia now

1. Topic Title

Consumer  acceptance of coupons in the fast food industry.

2. Decision Statement / Problem Statement

How does the usage of discount coupon in fast food industry affect consumer behavior?

3. Research Objectives

(a)  study of the value of coupons to consumers

(b) study of the extent to which the coupon can accelerate decision-making process on consumers

(c) study of the generic properties in the coupon is the best characteristics as a tool for sales promotion

4. Research Questions

(a)    Why coupons better than other sales promotion tools?

(b)  What are characteristics that are on the coupons that cause an impact on decision making by consumers?

(c)  Which group prefers to be influenced by sales promotion coupons?

5. Identified variables

(i) Dependent Variable: consumer behavior

(ii)Independent Variable: usage of discount coupon

6. Survey respondents

individuals from different age group (more than 18 years and above)

7. Scope of your research

 residents in the district of Kota Samarahan, Sarawak

What is research?

Research = the process of finding solutions to a problem after a thorough study and analysis (Sekaran, 2006).

Research = systematic inquiry that provides information to guide decision (Cooper & Schindler, 2001)

Types of research

There are two types of research:

Applied research

To solve a particular problem faced by a particular organization. Examples:
Proton wants to know why Perodua is gaining market share in Malaysia.
How would imposing a new IT based performance appraisal system affect employee satisfaction at UTM.
How international students perceived service quality of PSZ

Basic research

To better understand some phenomena as it applies to all industries/business in general. Examples
Does brand image affect the buying decision?
How does technological turbulence affect business performance?
Does job stress affect the job performance and job satisfaction?
To differentiate applied research and basic research Sekaran (2006) states,“Research done with the intention of applying the result of the finding to solve specific problem currently being experienced in the organization is called applied research. Research done chiefly to enhance the understanding of certain problem that commonly occur in organization setting, and seek method of solving them is called basic or pure research”. 
 
The aims of applied research and basic research:

• Applied research: Solving current problem

• Basic research: Generating knowledge, understanding of phenomena/problems that occur in various organization setting.

References:
Cooper, D. R., & Schindler, P. S. (2001). Business research method. New York: McGraw‐Hill.
Salkind, N. J. (2003). Exploring research. New Jersey: Pearson Education.
Sekaran, U. (2006). Research methods for business: A skill building approach. New York: John Wiley & Sons, Inc.

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