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.