Introduction to research: academic and non-academic research (e.g. market
research; opinion polls; economic indicators; media research). Ontology,
epistemology, methodology and method. Alternative paradigms of business and
management research.
Reviewing the field: Choosing a research question and methodology: Writing a
research proposal. Critical analysis of published research. On-line and library
research skills. Research skills: writing and presentation skills; referencing
procedures. Time management.
Research ethics: confidentiality; plagiarism; copyright; IPR (Intellectual Property
Rights).
Measurement & data collection strategies: Types of measurement. Choice of
qualitative/quantitative variables. Sources of data.
Quantitative methodologies: surveys; experiments; modelling, sampling;
questionnaire design; choosing survey media. Small sample surveys and analysis.
Qualitative methodologies: Ethnography; action research; hermeneutics; discourse
analysis; history; biography.
Qualitative methods: sampling; interviewing; participant observation; self-reporting;
data recording and transcription; critical incident diaries; deep description.
Data analysis, interpretation & evaluation: Quantitative data analysis: Data
coding and management. Factor analysis. Regression, correlation, causality;
extrapolation. Quantitative analysis software: Excel and SPSS (Statistical Package
for the Social Sciences). Qualitative data analysis: Categorising; comparing; the
use of narrative. Qualitative analysis software: N
