Slide 1.

Slide 1.2

What is research?

What does research mean to you? Write down some ideas, notes o
Share these with the people around you ...

Slide 1.3

What is research?
Tongue in cheek definition:
Research is about: proving your pet theory is done by

academics is about establishing the facts is objective

is about justifying what your funder wants to do can
prove anything you want is time consuming is
scientificis removed from reality can not change
anything.
Blaxter, Highes & Tight (2001 p.4)

Slide 1.4

What is research?
Research is the investigation of an idea, subject or topic for a purpose. It

enables the researcher to extend knowledge or explore theory. It offers the

opportunity to investigate an area of interest from a particular
perspective.
investigation and discovery. An opportunity to investigate a theory that

requires further interpretation and greater understanding.

A rigorous enquiry about an area which is of interest for various reasons,

e.g. it may be an area about which little is known, or an area which is

causing concern.
Discovery, finding out, study, looking in depth, investigation, reaching new

ideas / conclusions.
The term research is for me a way of describing a systematic investigation

of a phenomenon or are of activity. It can sometimes be accurately

measured scientifically or data collected can be analysed and compared to
identify trends, similarities or differences.

Slide 1.5

What is research?
Research is the investigation of an idea, subject or topic for a purpose.

It enables the researcher to extend knowledge or explore theory. It

offers the opportunity to investigate an area of interest from a particular
perspective.
investigation and discovery. An opportunity to investigate a theory that

requires further interpretation and greater understanding.

A rigorous enquiry about an area which is of interest for various

reasons, e.g. it may be an area about which little is known, or an area

which is causing concern.
Discovery, finding out, study, looking in depth, investigation, reaching

new ideas / conclusions.

The term research is for me a way of describing a systematic

investigation of a phenomenon or are of activity. It can sometimes be

accurately measured scientifically or data collected can be analysed and
compared to identify trends, similarities or differences.
Clough & Nutbrown 2007 p. 6

Slide 1.6

Module Objectives
On successful completion of the module you should be able to
engage in a considered process of research within an
academic and business context.

With reference to the above aim you should be able to:

Define a research process (from construction of research
question through to reporting of findings)
Understand the differences between qualitative and
quantitative research methods
Appreciate what these methods can (and can not) offer to a
deliberate process of inquiry
Deploy these methods in a business context
Report on your findings in a coherent and consistent fashion

Slide 1.7

In addition, you should be able to demonstrate your personal ability

to engage with academic sources to support your research
investigation(s).

With reference to the above aim you should be able to:

Identify key (academic) sources for your subject discipline / area
of research
Undertake a systematic literature review on a given topic in
your subject area
Appreciate the key arguments in the literature and be aware of
its strengths (and limitations) in an academic context
Summarise academic papers in order to convey meaning and
develop an argument
Apply academic insight to a real world problem

Slide 1.8

Why is this module important?

Chat with your neighbour about why you

think this module may be important to

you ...
For example,
Who

does research?
What do they research?
Why? (What are they seeking to find
out?)

Slide 1.9

Teaching Approach
Core Lectures over 16 weeks
Presentation of ideas / Sharing of thoughts /

Discussion of practice
Key Readings
Quick Quizzes to test your understanding (but
no marks)
Engagement in a Research Project (40%)
Supported by your Research Scrapbook
Thinking about YOUR Research Practice (30%)
Writing about this in your Wiki
Examination (30%)

Slide 1.10

Research Project (40%)

Working in groups of 8 students (allocated by myself) you will

engage in a piece of research that draws on the quantitative

and qualitative dimensions.
For Example: Examine the luxury car market within Beijing to

identify the market segment of the key players and determine

the satisfaction of their owners (or principal users)
Complete a research scrapbook during the course (i.e. NOT

at the end !)
Present a 15 min. Presentation on the key findings
Group Mark is 40% of the module

Slide 1.11

Think about this now

How would you go about conducting this research

project?
What are the important considerations that you

would need to think about?

Discuss this in groups 3-4 people and be prepared

to share your ideas

Slide 1.12

Thinking about research (30%)

At FIVE key stages in the research process I want you to

deliberately consider A) what you are doing, B) why this is

important and C) how you could develop your practice.
5 key stages:
Note taking &/or idea generation
Reviewing the Literature
Data gathering approaches
Data analysis techniques
Presenting your findings

Each entry can be up to 1,000 words long (plus diagrams,

tables etc.)
I will look at TWO of these and award a mark. Each counts as

15% of the module mark.

Slide 1.13

Thinking About Research: What does

good look like?

EXCELLENT: You have linked in your thoughts on the theories

with YOUR practice for YOUR research project. You supplement

the entry with EVIDENCE of practice
VERY GOOD: Further thoughts on how to deploy this are drawn

from your guided (and independent) READING.

GOOD: You have explained WHY this is important.
ADEQUATE: You have TOLD ME about the importance of this

stage
FAIL: Not completed the entry on time, copying a colleagues

work, not addressing the topic of the entry, failing to convey

the importance and meaning of the topic

Slide 1.14

Examination (30%)
50 Multiple Choice Questions (total 50 marks)
You will have seen at least 25 of these questions in the

Quick Quizzes
10 Short Answer Questions (total 50 marks)
You will have seen at least 5 of these questions in the

Quick Quizzes

Slide 1.15

Example of a Multiple Choice

Question ...
What can pilot studies be used for?
A
B
C
D
E

As a way of getting to know Pilots

Any problems can be adjusted
B,D and E
To check standardised procedures
To test your design

Slide 1.16

Example of a Short Answer Question

What type of interview would you use in each of the

following situations:
A) market research project?
B) a research report seeking to understand whether
university student attitudes have changed?
C) following the analysis of a questionnaire?

Slide 1.17

Example of a Short Answer Question

What type of interview would you use in each of the following

situations:
A) market research project? Standardised and structured

interview to develop response patterns.

B) a research report seeking to understand whether university

student attitudes have changed? An exploratory approach to

research therefore in-depth approach would be most appropriate.
C) following the analysis of a questionnaire? An exploratory

approach to data collection therefore semi-structured interview

would be most appropriate.

Slide 1.18

A Guide to the next 15 weeks

Individual Research Skills: Note Taking
Individual Research Skills: Reviewing the Literature
Individual Research Skills: Writing it up
Research process and process of researching
Clarifying the research topic
Critically reviewing literature
Qualitative methods
Quantitative methods
Analyzing qualitative date
Analyzing quantitative data
Writing up research project

Slide 1.19

Some important dates !

Week 3 (20th/ 21st Sept)

Wiki Entry on Note taking &/or idea

generation
Week 5 (11th /12th Oct)
Wiki Entry on Reviewing the Literature
Week 10 (15th /16th Nov) Wiki Entry on Data gathering approaches
Week 12 (29th /30th Nov) Wiki Entry on Data analysis techniques
Week 14 (13th /14th Dec.) Wiki Entry on Peer Presentations
Week 11 (22nd /23rd Nov) Practice presentations on your research

(focus on the topic background, objectives, design, methods etc.)

Week 14

Group presentations (& submission of the group project)

Slide 1.20

there is no one best way for undertaking all

research

Saunders et al. (2009)