Lecture note on the four research types of descriptive research, exploratory research, causal research, and evaluation research: for MBA students

Lecture note on the four research types of  descriptive research, exploratory research, causal research, and evaluation research: for MBA students

Highlight 4 main characteristics of the following research types in the context of doing pragmatism-based MBA dissertation projects: descriptive research, exploratory research, causal research, and evaluation research.

For a pragmatism-based MBA dissertation, these four research types differ mainly in what they are trying to help you do: describe a situation, explore an unclear issue, test cause-and-effect, or judge whether an intervention works.

Descriptive research

·        Focuses on describing the current state of a phenomenon as accurately as possible.

·        Works well when you already know the problem area but need a clear factual picture.

·        Usually does not manipulate variables; it observes and reports patterns, frequencies, or characteristics.

·        In a pragmatic MBA project, it is useful for mapping what is happening in a business setting before proposing action.

Exploratory research

·        Used when the problem is still vague, underdeveloped, or not well understood.

·        Flexible and unstructured, allowing the researcher to refine the question as insights emerge.

·        Often relies on small, focused samples and qualitative input such as interviews or preliminary document review.

·        In pragmatism, it helps identify practical issues and generate ideas for later, more focused study.

Causal research

·        Seeks to identify cause-and-effect relationships between variables.

·        More structured than exploratory or descriptive research, often using hypothesis testing.

·        Requires stronger control of variables and careful design because causality is harder to prove.

·        In an MBA dissertation, it is useful when you want to show whether one business action leads to a measurable outcome.

Evaluation research

·        Assesses whether a policy, program, intervention, or business initiative has worked as intended.

·        Is strongly action-oriented, which fits pragmatism because the key question is what is useful in practice.

·        Often combines quantitative evidence with qualitative feedback to judge effectiveness more fully.

·        Common in MBA dissertations that examine real organizational solutions, such as strategy changes, training programs, or service improvements.

Practical distinction

A simple way to remember them is: descriptive asks “what is happening?”, exploratory asks “what is going on?”, causal asks “what causes what?”, and evaluation asks “did it work?”.

 

Clarify a bit more with examples on these four types of research with regard to the MBA research theme of "impacts of AI on customer service innovation in the Hong Kong consumer banking sector"; the examples should include dissertation title, 3 research objectives and 2 research questions for each of the four research types.

Here are concrete, pragmatism-based examples for each research type using your MBA theme “impacts of AI on customer service innovation in the Hong Kong consumer banking sector.”
Each example includes: dissertation title, 3 research objectives, and 2 research questions.

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1. Descriptive research

Dissertation title
Describing AI-Driven Customer Service Innovations in Hong Kong Consumer Banks: Current Practices, Tools, and Outcomes

Research objectives

1.    To describe which AI tools (e.g., chatbots, voice assistants, predictive recommendation systems) are currently used in customer service by Hong Kong consumer banks.

2.    To describe how these AI tools are integrated into existing customer service processes and channels (e.g., app, website, phone, branch).

3.    To describe observable outcomes of AI adoption on customer service metrics (e.g., response time, resolution rate, customer satisfaction scores).

Research questions

1.    What AI tools and applications are currently used for customer service in Hong Kong consumer banks, and how are they structured across service channels?

2.    How do AI-driven customer service practices in Hong Kong consumer banks differ in terms of implementation and reported performance outcomes?

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2. Exploratory research

Dissertation title
Exploring Emerging Opportunities and Challenges of AI in Customer Service Innovation: A Study of Hong Kong Consumer Banks

Research objectives

1.    To explore how Hong Kong consumer banks are beginning to conceptualize AI as part of customer service innovation, including emerging ideas and strategies.

2.    To explore perceived challenges, risks, and uncertainties that managers and staff associate with AI adoption in customer service.

3.    To explore early-stage opportunities and potential directions for AI-driven customer service innovation that have not yet been widely implemented.

Research questions

1.    How are Hong Kong consumer banks conceptualizing AI as part of customer service innovation, and what emerging ideas or strategies are they considering?

2.    What challenges, risks, and uncertainties do key stakeholders perceive in adopting AI for customer service, and how do these shape their initial approaches?

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3. Causal research

Dissertation title
Testing the Causal Impact of AI Chatbot Adoption on Customer Service Performance in Hong Kong Consumer Banks

Research objectives

1.    To test whether the adoption of AI chatbots causally improves customer service response time in Hong Kong consumer banks, controlling for other factors.

2.    To test whether AI chatbot adoption causally affects customer satisfaction scores and first-contact resolution rates in Hong Kong consumer banks.

3.    To examine whether the strength of causal effects varies by bank size, digital maturity, or type of customer segment.

Research questions

1.    Does the adoption of AI chatbots causally improve customer service response time and first-contact resolution rates in Hong Kong consumer banks, after controlling for other factors?

2.    How does the causal impact of AI chatbot adoption on customer satisfaction differ across banks with different levels of digital maturity?

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4. Evaluation research

Dissertation title
Evaluating the Effectiveness of an AI-Driven Customer Service Transformation Programme in a Hong Kong Consumer Bank

Research objectives

1.    To evaluate whether a specific AI-driven customer service transformation programme in a Hong Kong consumer bank has achieved its intended outcomes (e.g., faster response, higher satisfaction, lower cost).

2.    To evaluate stakeholder perceptions (customers, staff, managers) of the programme’s usefulness, acceptability, and practical impact on service quality.

3.    To identify strengths, weaknesses, and practical lessons that can inform future AI-based customer service innovations in Hong Kong banks.

Research questions

1.    Has the AI-driven customer service transformation programme in this Hong Kong consumer bank achieved its intended outcomes in terms of performance metrics and customer experience?

2.    How do customers, staff, and managers perceive the usefulness and practical impact of the AI programme, and what lessons can be drawn for future AI-based innovations?

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These examples show how, under a pragmatism stance, you can choose the research type based on what is most useful:

·        Descriptive: map what is happening now.

·        Exploratory: clarify a vague or emerging issue.

·        Causal: test whether AI actions cause measurable improvements.

·        Evaluation: judge whether a real AI intervention worked and what to do next.

A collection of blog notes on using chatgpt for research purpose.

Lecture note on exploratory research: for MBA students

Lecture note on exploratory research: for MBA students

 

My question posted to generative AI: Given the time constraint, organization access constraint, and resource constraint of part-time MBA student doing dissertation projects, I feel that doing an exploratory research type of dissertation project would likely be feasible for them to carry out. As such, could you suggest 2 concrete research theme examples, with 4 research objectives and 3 research questions, on each of the following topics: Topic 1: impacts of AI on job satisfaction of middle management in the Hong Kong hotel sector Topic 2: Formulation of innovative marketing strategy by the Hong Kong banking sector to serve the Hong Kong silver economy

For the discussion, assume that the research philosophy to use is pragmatism, and only one primary research method in the form of questionnaire survey is to be used. I feel that would make the part-time MBA students understand more about exploratory research.

 

The reply: Your instinct is sound. Given time, access, and resource constraints, an exploratory design using a questionnaire under a pragmatist philosophy is both feasible and defensible for an MBA dissertation—especially if framed as generating practical insights rather than causal claims.

Below are two concrete, tightly scoped research themes with aligned objectives and research questions.

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Topic 1: AI and Job Satisfaction in HK Hotels

Suggested Research Theme

Exploring how AI-enabled tools influence job satisfaction among middle managers in Hong Kong’s hotel sector

This keeps the scope manageable by focusing on perception and experience rather than measuring productivity or firm performance.

Research Objectives

·        To examine the extent of AI adoption (e.g., chatbots, revenue management systems, automation tools) encountered by middle managers in Hong Kong hotels.

·        To explore middle managers’ perceptions of how AI affects key job satisfaction dimensions (e.g., autonomy, workload, role clarity, job security).

·        To identify perceived benefits and challenges of AI implementation from a managerial perspective.

·        To provide practical recommendations for hotel management on integrating AI while maintaining or improving managerial job satisfaction.

Research Questions

·        How do middle managers in Hong Kong hotels perceive the impact of AI technologies on their job satisfaction?

·        Which dimensions of job satisfaction are most positively or negatively influenced by AI adoption?

·        What practical concerns or expectations do middle managers have regarding AI implementation in their roles?

Feasibility Note

A structured questionnaire using Likert-scale items (e.g., adapted from job satisfaction scales like MSQ or JDI) plus a few open-ended questions works well. You can distribute via LinkedIn or industry contacts, targeting 50–100 responses.

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Topic 2: Innovative Marketing for the Silver Economy in HK Banking

Suggested Research Theme

Exploring how Hong Kong banks can develop innovative marketing strategies to better serve the silver economy (age 60+)

This avoids requiring internal bank data by focusing on customer perceptions and expectations.

Research Objectives

·        To identify the financial service needs and preferences of the silver economy in Hong Kong.

·        To examine current perceptions of banking services and marketing effectiveness among older customers.

·        To explore openness of the silver segment to digital banking and innovative marketing approaches (e.g., personalized communication, financial education, hybrid service models).

·        To develop actionable marketing strategy recommendations for banks targeting the silver economy.

Research Questions

·        What are the key banking needs and service expectations of the silver economy in Hong Kong?

·        How do older customers perceive existing marketing approaches used by banks?

·        What types of innovative marketing strategies are most appealing and trustworthy to the silver segment?

Feasibility Note

You can design a questionnaire targeting individuals aged 55–75 using convenience or snowball sampling (e.g., community networks, family referrals). Include both structured items and a few exploratory open-ended responses to enrich insight.

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Why This Works (Methodological Fit)

Under pragmatism, your focus is on practical outcomes and actionable insights rather than strict methodological purity. Using a single-method questionnaire is justified because:

·        It allows efficient data collection within time constraints.

·        It supports exploratory analysis through descriptive statistics and simple cross-tabulation.

·        Open-ended questions can introduce a light qualitative element without requiring full interviews.

Example: In Topic 1, you might measure agreement with statements like “AI tools increase my workload efficiency” alongside an open question like “What is your biggest concern about AI in your role?”

 

 

My question posted to generative AI: Please also highlight 5 main characteristics of an exploratory research with regard to your discussion here.

The reply: Exploratory research is particularly suitable for your proposed dissertation approach because it prioritizes flexibility, practical insight, and feasibility under constraints.

Key Characteristics of Exploratory Research

·        Flexible and adaptive design.
The research is not rigidly structured at the outset; it allows you to refine focus as you gain understanding. In your case, questionnaire items (especially open-ended ones) can capture unexpected views on AI or banking services.

·        Focus on understanding rather than testing.
Exploratory studies aim to uncover patterns, perceptions, and issues rather than test formal hypotheses. For example, instead of proving that AI reduces job satisfaction, you explore how managers perceive its effects.

·        Suitable for under-researched or emerging topics.
Both AI in hotel management and marketing to the silver economy involve evolving practices in Hong Kong, where established theories may not fully apply. Exploratory research helps map this relatively new terrain.

·        Use of simple, practical methods.
It typically relies on accessible data collection techniques such as questionnaires or interviews. Your use of a single survey method aligns well with time and access constraints of part-time MBA study.

·        Generates insights for future research or action.
The outcomes are often indicative rather than conclusive, producing themes, trends, or managerial implications. For instance, your findings could inform future hypothesis-driven studies or guide practitioners in HR or marketing strategy.

Illustration in Your Context

In Topic 1, if respondents indicate mixed feelings about AI—improved efficiency but increased stress—this does not establish causality, but it reveals a meaningful tension that hotel operators can address and future researchers can investigate more rigorously.

 

 

A collection of blog notes on using chatgpt for research purpose.