Finding Research Topics

1 Method for Finding Research Topics

Build your research topic in this order:

1.1 The Structure

flowchart TD
    A["Phenomenon"] --> B["Variables"]
    B --> C["Theory"]
    C --> D["Hypothesis"]

1.2 Worked Example

Step 1: Phenomenon

Start with something you have observed. Examples:

  • Gogoro users prefer battery swapping over charging
  • Students who use ChatGPT finish assignments faster
  • Amazon customers who receive personalized recommendations spend more time on the platform
  • Netflix subscribers are more likely to cancel after a price increase
  • Consumers are willing to pay a premium for Apple products perceived as environmentally friendly
  • Small businesses that engage actively on Instagram attract more foot traffic
  • Uber riders leave lower ratings when surge pricing is applied
  • University students who attend office hours receive higher grades than those who do not

Step 2: Variables

Translate the phenomenon into measurable variables.

Phenomenon: Students who use ChatGPT finish assignments faster

Variable Role Description
ChatGPT usage frequency Independent How often a student uses ChatGPT for assignments
Perceived usefulness Independent Whether the student feels ChatGPT helps them complete work effectively
Self-efficacy Moderator The student’s confidence in their own academic ability
Task motivation Mediator The degree to which using ChatGPT increases the student’s drive to complete the assignment
Assignment completion speed Dependent Time taken to finish an assignment

The key move is: abstract phenomenon → measurable variables.

Step 3: Theory

Now connect a theory to your variables.

Phenomenon: Students who use ChatGPT finish assignments faster

Variable relationship Possible theory
ChatGPT usage → Perceived usefulness Technology Acceptance Model (TAM)
Perceived usefulness → Task motivation Self-Determination Theory (SDT)
Task motivation → Assignment completion speed Self-Determination Theory (SDT)
Self-efficacy → Assignment completion speed Social Cognitive Theory
ChatGPT usage → Task motivation Technology Acceptance Model (TAM)

Step 4: Hypothesis

Now write your hypotheses based on the variable relationships and theories identified in Steps 2 and 3.

Phenomenon: Students who use ChatGPT finish assignments faster

  • H1: ChatGPT usage frequency positively affects perceived usefulness.
  • H2: Perceived usefulness positively affects task motivation.
  • H3: Task motivation positively affects assignment completion speed.
  • H4: Self-efficacy positively moderates the relationship between ChatGPT usage and assignment completion speed.

1.3 Research Structures Students Find Easiest to Build

Model Structure Example
Basic X → Y AI usage → learning performance
Mediation X → M → Y Service quality → satisfaction → loyalty
Moderation X × Z → Y Satisfaction × experience → loyalty

1.4 Questions That Quickly Generate Research Topics

Ask students one of these:

  1. Why do some people use this service while others do not? → adoption research
  2. Why are some customers more loyal than others? → satisfaction / loyalty research
  3. Why do some products succeed more than others? → product success research

1.5 Useful Variables for Students with No Research Experience

Role Variables
Independent Perceived usefulness, Convenience, Cost, Service quality
Mediator Satisfaction, Trust, Attitude
Dependent Adoption intention, Purchase intention, Loyalty

This structure applies to almost any industry.

1.6 Characteristics of a Good Student Research Topic

A good student study typically has:

  • Simple model
  • Simple variables
  • Easy data collection

Example: AI usage → learning satisfaction → academic performance

1.7 Exercise

  1. Write down three phenomena you have observed.
  2. Convert each phenomenon into three measurable variables.
  3. Find one theory that connects the variables.
  4. Write two hypotheses.

1.8 Three-Question Filter

  1. Is it measurable?
  2. Is there a supporting theory?
  3. Can data be collected?

If the answer to any one of these is no, the topic needs revision.

1.9 Research Types with the Highest Success Rate for Beginners

  • Technology adoption
  • Service satisfaction
  • Customer loyalty
  • Platform usage

These topics have abundant theory, straightforward survey design, and accessible analysis methods.