Literature Review & Survey: Sources, Methods & Analysis

TAKEAWAYS:

• A literature review is not just a summary but a critical analysis of past studies to identify gaps, theories, and methodologies for your research.
• Surveys are structured tools to collect primary data from respondents, requiring careful design (questions, sampling, and analysis).
• Databases like Google Scholar, ResearchGate, and NepJOL are goldmines for academic literature, but evaluating sources is critical.
• Secondary data (e.g., government reports, industry trends) saves time but must be cross-checked for bias and relevance.
• Survey design follows a logical flow: objectives → questions → scaling → pilot testing → analysis.
• Ethical considerations (e.g., anonymity, consent) are non-negotiable in both literature review and survey research.

1. What is a Literature Review?

A literature review is the structured, critical examination of existing research on a topic. It serves as the backbone of your research, helping you:

• Understand prior work.
• Identify gaps in knowledge.
• Justify your research questions.
• Avoid reinventing the wheel.

Key Steps in Conducting a Literature Review

flowchart TD
    A["1. Define Research Topic"] --> B["2. Search for Sources (Databases, Keywords)"]
    B --> C["3. Screen & Select (Relevance, Credibility)"]
    C --> D["4. Synthesize Findings (Themes, Patterns)"]
    D --> E["5. Identify Research Gaps"]
    E --> F["6. Develop Research Questions"]

Why is this important?

• Avoids redundancy: Ensures your research adds new value.
• Builds credibility: Shows you’re grounded in theory.
• Guides methodology: Helps choose appropriate methods (qualitative/quantitative).

2. Sources of Literature

Literature can be primary (original research) or secondary (summaries, reviews). Below is a breakdown of common sources:

Google Scholar is a free tool to find academic papers, theses, and reports.

3. How to Search for Literature

Step 1: Define Keywords

• Use Boolean operators (AND, OR, NOT) to refine searches.
  • Example: "digital marketing" AND "Nepal" NOT "tourism"
• Synonyms and related terms help broaden scope:
  • "e-commerce" → "online shopping," "digital commerce"

Step 2: Use Databases Effectively

• Google Scholar: Free, but filter by "Since 2010" to get recent studies.
• ResearchGate: Great for preprints and author networks.
• NepJOL (Nepal Journals Online): Free Nepali academic journals.
• Scopus/Web of Science: Paid but highly credible.

Step 3: Evaluate Sources

Use the CRAP Test to assess quality:

• Currency: Is the source recent?
• Reliability: Who wrote it? (Author credentials)
• Authority: Is the publisher reputable?
• Purpose: Why was it written? (Academic vs. promotional)

4. Writing a Literature Review

A good literature review does not just list sources—it analyzes and connects them.

Structure of a Literature Review

Example from Nepal:

• Gap: Most studies on eSewa focus on urban users, but rural adoption remains unexplored.
• Your study: Examines barriers to eSewa in Doti district using survey data.

5. Surveys: Designing and Conducting

A survey is a structured method to collect primary data from respondents. It can be:

• Quantitative (numbers, statistics) → e.g., "How satisfied are you with Khalti’s payment system?" (Scale: 1-5)
• Qualitative (open-ended) → e.g., "What do you dislike about Pathao’s app?"

Steps to Design a Survey

1. Define Objectives
   • Example: "Assess customer loyalty towards Daraz in Kathmandu."
2. Choose the Right Questions
   • Closed-ended (multiple-choice, Likert scale) → Easy to analyze.
   • Open-ended → Rich qualitative data.
3. Pilot Test
   • Test with 5-10 respondents to check for ambiguity.
4. Administer the Survey
   • Online (Google Forms, SurveyMonkey) → Fast, scalable.
   • Offline (paper forms) → Useful for illiterate populations.
5. Analyze Data
   • Use SPSS, Excel, or R for statistical analysis.

Google Forms is a free tool to create and analyze surveys.

6. Survey Question Types

Worked Example: Daraz Order Queue

• Problem: Daraz customers complain about long delivery times.
• Survey Question: "On a scale of 1-5, how likely are you to order again from Daraz?"
  • Analysis: If <3, investigate logistics bottlenecks (e.g., last-mile delivery).

7. Ethical Considerations in Surveys

• Anonymity: Respondents should not be identifiable.
• Consent: Inform participants about the survey’s purpose.
• Bias Avoidance: Avoid leading questions (e.g., "Don’t you think NTC’s service is terrible?").
• Data Privacy: Comply with GDPR (if international) or Nepal’s Data Protection Act.

8. Challenges in Literature Review & Surveys

In the Real World

1. eSewa’s Customer Feedback Loop

   • Idea Used: Surveys + Literature Review
   • How: eSewa conducts quarterly surveys to assess user satisfaction. They also review academic studies on digital payment adoption in Nepal to refine their app.
   • Real Example: A 2022 survey found that 30% of users struggled with mobile verification. eSewa then simplified the process, reducing drop-offs by 15%.

2. Nabil Bank’s Loan Approval Model

   • Idea Used: Literature Review + Secondary Data
   • How: Before introducing flexi-loans, Nabil Bank reviewed global banking literature on unsecured loans and analyzed CBS microdata on Nepal’s credit history. This helped them design a risk-assessment model tailored to Nepali borrowers.

3. Pathao’s Ride-Hailing Optimization

   • Idea Used: Surveys + Geographic Data Analysis
   • How: Pathao uses driver surveys to identify peak demand hours in Kathmandu. They cross-reference this with traffic data (from NTC) to adjust surge pricing dynamically.

Exam Tip

This unit is highly practical, so expect:

1. Case Study Questions (e.g., "How would you conduct a literature review for a study on ‘Nepal’s tourism post-COVID’?").
   • Tip: Follow the CRAP test and structure your review like the mindmap above.
2. Short Answer Questions on:
   • Steps of literature review (use the flowchart).
   • Survey design (mention pilot testing and ethics).
   • Evaluating sources (use the CRAP test table).
3. Application-Based Questions (e.g., "Design a survey for NEPSE to improve investor trust.").
   • Tip: Start with objectives, then question types, and end with analysis tools (SPSS/Excel).

Common Pitfalls to Avoid:

• ❌ Plagiarizing the literature review (always paraphrase and cite).
• ❌ Biased survey questions (e.g., "Aren’t you happy with Khalti’s fees?").
• ❌ Ignoring ethics (always mention anonymity and consent).

Final Thought: A strong literature review and survey design save time, reduce errors, and ensure your research is impactful. Whether you’re studying Daraz’s logistics or Nabil Bank’s loan models, these skills are directly applicable in Nepal’s business world. Practice designing a survey today—use Google Forms to test it on your friends!