This document provides instructions for the first assignment of a brand analysis paper. Students must choose a hotel brand and write a paper analyzing the brand using at least four sources. The paper should be organized using provided topic headings, including: brand overview and history; target markets; brand position; and brand elements. For each section, the document provides guidance on what information should be included. For example, for the brand overview and history section, it instructs students to provide a brief history and timeline of the brand, as well as information on the brand's geographic locations and parent company. MLA format is required.

1. HOSP3075 Brand Analysis Paper 1
This is the first of three assignments you will complete by
studying the hotel brand you have chosen. Please organize your
paper using the topic headings below. You must use at least
four sources to help you (including the company website). Use
MLA format, and remember to cite your sources within the
paper. Please double space.
Brand Overview and History (1/2 to 1 page)
Provide a brief history of the brand, with a timeline. Explain the
geographic locations of the brand’s hotel properties, for
example – “primarily in the Southwestern United States”, or “in
the US, Canada, and Europe”. What is this brand’s parent
company (if there is one)? What are the other brands in the
company portfolio, and how does the brand you selected fit in?
Target Markets (1 to 2 pages)
Identify and describe two of the brand’s target markets.
In your description of each market, describe its geographic,
demographic, psychographic, and/or behavioral characteristics.
For example your brand might pursue a Leisure Transient
Market that has these characteristics: millennial (demographic -
life cycle), strivers (psychographic - lifestyle), from the USA
(geographic - state), seeks free WIFI (behavioral – benefits
sought).
Brand Position (1/2 to 1 page)
Describe the position of your brand. Start by making a clear,
one or two-sentence positioning statement. Then provide some
details, including any points-of-parity or points-of difference.
Also, write a “brand mantra” for your brand. (See pages 65-67.)
Brand Elements (1 to 2 pages)
1. Identify and describe the brand elements (also known as
brand identities). Elements include the brand name, URL, logo,

2. symbols, characters, spokespersons, slogans, jingles, signage,
and more.
2. Choose one of the brand elements, and analyze it based on
the “criteria for choosing brand elements” as described in
Chapter 4.
Conclusion (1/2 page)
Based on what you have learned about this brand so far, what is
your opinion about its future?
Works Cited
Please use MLA format for your Works Cited page.
Research Proposal Part-2
Course Title and Code
Research Methods, C39RE
Course Lecturer
Dr. Esinath Ndiweni
Title of Research Proposal
Occupational Stress Management: Stress, Burnout and Coping
among Nurses operating at Emergency Departments in Abu
Dhabi
Student Name
Jesvin Joseph Augustine
HWID
H00259465
Program title:
B.A. Business and Finance
Word Count:
1854

3. Table of Contents
Introduction…………………………………………………………
…………………………………………………………………………
..3
· Research Aim and
Objectives……………………………………………………………
………………………………….3
Research
Strategy………………………………………………………………
…………………………………………………………….3
· Research
Philosophy……………………………………………………………
……………………………………………….3
· Research
Approach………………………………………………………………
………………………………………………3
Data Collection
Methods………………………………………………………………
………………………………………………….4
· Semi-structured
Interviews……………………………………………………………
……………………………………..4
· Web-based Survey
Questionnaires………………………………………………………
……………………………….5
Data Analysis
Techniques……………………………………………………………
……………………………………………………5
· Thematic

4. Analysis………………………………………………………………
…………………………………………………5
· Statistical Package for Social
Sciences………………………………………………………………
…………………..5
Ethical
Issues…………………………………………………………………
………………………………………………………………….6
Structure………………………………………………………………
…………………………………………………………………………
..6
Structure of Final
Work…………………………………………………………………
………………………………………………….7
References……………………………………………………………
…………………………………………………………………………
..7
Introduction:
Research Aim and Objectives
Part 1 of the Research Proposal showed that the aim of the
proposal was to understand the research topic of occupational
stress management with regards to stress, nurse burnout and
coping among nurses at the emergency departments in Abu
Dhabi. It included a background into the research topic,
literature review and the significance of the dissertation. The
research questions inquired (1) whether stressors have an
impact on nurses, (2) if Nurse Burnout can be reduced or
eliminated, (3) which coping strategies are most preferred
among nurses, and (4) what percentage of nurses exhibit high
and low stress working in the emergency department. The
objectives included (1) to evaluate different stressors affecting
nurses in the workplace, (2) to explore the factors leading to
Nurse Burnout, (3) to evaluate nurses’ preferences on coping
strategies, and (4) to examine differences in stress levels among

5. nurses in the workplace.
Part 2 of the Proposal will follow up on the strategy,
methodology and structure of the dissertation.
Research strategy:
Research Philosophy
Along with being a means to answer research questions, a
research strategy bridges the philosophy and methodology to be
utilized in the study (Denzin & Lincoln, 2018). Here, the
dissertation will be exploratory in nature, through a case study
strategy on a medical institution in Abu Dhabi, so as to
understand the influences of occupational stress on nurses and
would help gain deeper insights on the research topic (Yin,
2014). Furthermore, since human behavior and interests are
aligned to the research, the philosophy undertaken would be of
interpretivism as the study will be exploring subjective opinions
(Myers, 2013). In the same manner, Saunders et al. (2016) find
interpretivism to be particularly apt while conducting research
in areas such as Organizational Behavior as well as Human
Resource Management which are core elements of the research
topic.
Research Approach
Whilst conducting research, the approach to be utilized will be
of mixed methods, which involves making use of quantitative
and qualitative data collection methodologies in order to
explore observations (Tashakkori and Teddlie, 2010), drawing
out conclusions and attempting to build on existing related
theory. This relates to the Triangulation of qualitative data from
semi-structured interviews and quantitative data from web-
based survey questionnaires which is highly associated with a
case study strategy (Saunders et al. 2016) and will be
considered in the study.
Although interpretivism usually associates with qualitative
methods of collecting and analyzing data, quantitative methods
may be utilized since the nature of the research inquiry is
subjective (Saunders et al. 2016); which is further backed by

6. authors Cook and Reichardt (1979) who suggest that the
philosophical paradigm of one approach may be utilized along
with the methodology of another.
The reason for adopting a mixed methods approach pertains to
the understanding that some elements of the study will require
utilizing an inductive approach, through the use of semi-
structured interviews to explore (1) whether stressors have an
impact on nurses, (2) if Nurse Burnout can be reduced or
eliminated, and (3) which coping strategies are most preferred
among nurses, and some following a deductive approach, in the
form of survey questionnaires to explore (4) what percentage of
nurses exhibit high and low stress levels working at the
emergency department. This approach is further backed by the
understanding that both quantitative and qualitative methods
can be used to support each other (Creswell and Plano Clark,
2017). And by using multiple methods, Bryman (2016) suggests
this approach to be highly appropriate among managerial
researchers since the limitations of using a single method are
avoided as well as providing a more insightful approach to
collecting, analyzing and interpreting data.
Data Collection Methods:
Easterby-Smith et al. (2018) suggest that having existing
contacts for the purpose of research provides easier access to
data and increases credibility among new contacts, which aligns
well within the case study strategy followed. Similarly, this is
how the study will attempt to gather data. On another note, the
use of qualitative and quantitative methodologies, are able to
test and enhance theoretical perspectives which will be able to
offer a more focused sense of direction to the study (Tashakkori
and Teddlie, 2010). Both primary and secondary data sources
will be used in the dissertation. Primary data will be acquired
from semi-structured interviews (qualitative) and web-based
survey questionnaires (quantitative) to collect, analyze and form
conclusions on findings. Secondary data will be acquired from
past and current published papers on similar studies to review

7. and understand certain elements of the research topic, which is
often utilized in case study strategies (Saunders et al., 2016).
The semi-structured interviews will be purposive and use
‘snowball technique’ in order to gain participants whereas the
web-based survey questionnaire will be self-completed.
Semi-Structured Interviews
Cooper and Schindler (2018) suggest that adopting semi-
structured interviews within an exploratory study is highly
appropriate for the research design so as to understand the
decisions, mindset and responses of participants and their
reasons for these. Along with fitting into the interpretivist
epistemology, these offer the opportunity to build on
participants’ responses to comprehend the meanings of the
observed phenomenon (Saunders et al. 2016) thereby exploring
research questions through further inquiries. In the same
manner, Creswell and Poth (2016) imply that the core and
associated questioning involved in gathering data, are improved
while the interview is being conducted. This part of the study
would follow an inductive approach. Being purposive, semi-
structured interviews will be used to evaluate different stressors
for nurses at work, to explore factors leading to Nurse Burnout
and to evaluate their preferences of coping strategies, by
adapting from Lazarus and Folkman’s Transactional Model of
Stress and Coping.
The data from the semi-structured interviews will be either be
audio recorded or taken down as notes to produce transcripts
(Kvale and Brinkmann, 2015) under participants’ consent, for
analyzes. Guest et al. (2006) suggest that 12 semi-structured
interviews would be sufficient provided that participants are
part of a homogeneous group. Here, 14 participants would be
considered and categorized on the basis of age, gender and work
experience, and will remain anonymous.
Web-based Survey Questionnaire
Although they are not apt for exploratory research, survey

8. questionnaires concerned with attitudes and ideas of
participants would aid in understanding their differences
towards a particular situation (Saunders et al., 2016). Here, it
would look at differences in stress levels among nurses in the
workplace. These self-completed questionnaires would be
designed and available online using SurveyMonkey.
Furthermore, they work well in a mixed method approach and
will be complementary to findings from semi-structured
interviews (Creswell and Plano Clark, 2017). By using
questionnaires, the study will mainly look at Attribute
Variables, which understand differences of opinions and
behavior among participants, so as to make conclusions on the
population (Dillman et al., 2014). Moreover, questions adapted
from the Professional Life Stress scale developed by David
Fontana will be considered as similar studies utilized this too. It
includes rated questions which are useful in collecting
subjective opinions (Saunders et al. 2016). In addition, this
study will also include Burnout as a factor which similar studies
did not consider (Koval, 2016).
Here, the sampling frame will consist of all registered nurses of
the emergency department at the particular medical institution,
in Abu Dhabi. A sample of 90 participants will be considered.
Data Analysis Techniques:
Thematic Analysis
Data gathered from semi-structured interviews will be analyzed
to search for patters or themes from each research question.
Braun and Clarke (2006) find Thematic Analysis to be the basis
for qualitative data analysis since it provides a systematic and
flexible approach in analyzing qualitative data. This will be
aided by transcribing data through summaries so to be familiar
with it (Kvale and Brinkmann, 2015). Furthermore, all data
would be coded, as the approach followed here is inductive, in
order to be exploring all possibilities of meaning from the data
collected, however this may be time consuming (Saunders et al.
2016). A list of codes used, along with a description of its’ use

9. will be kept during coding. The research question to be
answered here, will influence the data to be selected for coding.
CAQDAS will be used to help code data. After coding, the
analysis will follow searching for themes and patterns that are
related to the research question by understanding core concepts,
whether these seem to be related and/or recurring within codes,
the essence of each theme and the presence of a thematic map
underlying relations among themes. Then follows refining
themes to revise the relationships between them so as to check
whether coded data are meaningful to each other. Through this
process, the study will hope to gain testable propositions, so as
to develop valid conclusions (Miles et al. 2019).
Statistical Package for Social Sciences
According to Greasley (2008), SPSS is most commonly used
and appropriate analytical tool for quantitative data, through the
use of questionnaires. The Ordinal data collected from the web-
based survey questionnaire will utilize SPSS. This is done to
determine what percentage of nurses exhibit high and low stress
levels in the emergency department. As the dissertation will be
exploratory in nature, analysis will utilize descriptive statistics
through measures of central tendency and dispersion so as to
provide a brief summary of the data; and coding will utilize
existing schemes of Social Attitude Variables (Park et al, 2010)
which will be pre-set codes. As a result of this, discussions will
be drawn out in order to provide the final thoughts and
recommendations of the dissertation.
Ethical Issues:
Saunders et al. (2016) suggest that ethics should be the first
priority during and after the study, which may involve changing
research strategy and methodology wherever required. Here, it
is crucial that the understanding of the country and culture
where the study would be conducted, be considered. In short,
following appropriate ethical codes of conduct within the
bounds of the study is a critical aspect in its validation
(Marshall and Rossman, 2016). Research related to nursing

10. along with all forms of human studies are found to be highly
sensitive to ethical codes as there is great deal of concern with
protecting the overall well-being and interests of participants
involved (Denscombe, 2012). With regards to gaining access to
data, the study will not put pressure on nurses to participant and
will respect their privacy, thereby not disrupting their interests.
Structure:
Structure of final work:
Chapter 1 will look at introducing the research topic of
Occupational Stress Management with regards to Stress,
Burnout and Coping Strategies among nurses working at
Emergency Departments in an Abu Dhabi based hospital. It will
also include the research questions along with aims, objectives
and how the study would be conducted. Chapter 2 will focus on
Literature Review in Theoretical Context by utilizing secondary
data sources like research papers and related journal articles.
Chapter 3 will follow up on research methodology, which
includes the philosophy, approaches, data collection techniques
and analyses to be considered while conducting research.
Chapter 4 would form a discussion on the results from data
collection and analyses from research methodology. Chapter 5
will conclude the study by providing final thoughts and
recommendations. The dissertation will end on a reference list
and additional data through appendices.
References:
Bryman, A. (2016). Social Research Methods. 5th ed. New
York: Oxford University Press.
Cook, T. D. & Reichardt, C. S. (1979). Qualitative and
Quantitative Methods in Evaluation. 1st Ed. Beverly Hills, CA:
Sage publications.
Cooper, D. R. & Schindler, P. S. (2018). Business Research
Methods. 13th ed. London: McGraw-Hill.

11. Creswell, J. W. & Plano Clark, V. L. (2017). Designing and
Conducting Mixed Methods Research. 3rd ed. Thousand Oaks:
Sage.
Creswell, J. W & Poth, C. N. (2016). Qualitative Inquiry and
Research Design: Choosing Among Five Approaches. 4th ed.
Thousand Oaks, CA: Sage publications.
Denscombe, M. (2012). Research Proposals: A Practical Guide.
1st ed. England: McGraw-Hill Education.
Denzin, N. K., & Lincoln, Y. S. (2018). The SAGE handbook of
qualitative research. 5th ed. Los Angeles: Sage.
Dillman, D. A, Smyth, J. D. & Christian, L. M. (2014). Internet,
Phone, Mail and Mixed-Mode Surveys: The Taliored Design
Method. 4th ed. New York: Wiley.
Easterby-Smith, M., Thorpe, R. & Jackson, P.R. (2018).
Management and Business Research. 6th ed. London: Sage.
Greasley, P. (2008). Quantitative Data Analysis Using SPSS:
An Introduction for Health & Social Science. 1st ed.
Maidenhead: Open University Press.
Guest, G., Bunce, A. & Johnson, L. (2006). How many
interviews are enough? An experiment with data saturation and
validity. Field Methods, 18(1), pp. 59-82.
Koval, L. (2016). Stress management among health care
professionals: Psychological methods and coping techniques.
Bachelor’s Thesis, Laurea University of Applied Sciences.
Kvale, S. & Brinkmann, S. (2015). Interviews: Learning the
Craft of Qualitative Research Interviewing. 3rd ed. Los
Angeles: Sage.
Marshall, C. & Rossman, G. B. (2016). Designing Qualitative
Research. 6th ed. Thousand Oaks, CA: Sage.
Miles, M. B. Huberman, A. M. & Saldana, J. (2019). Qualitative
Data Analysis: A Methods Sourcebook. 4th ed. Thousand Oaks,
CA: Sage.
Myers, M.D. (2013). Qualitative Research in Business &
Management. 2nd ed. Los Angeles: Sage
Park, A., Curtice, J., Thompson, K., Phillips, M., Clery, E. &
Butt, S. (2010). British Social Attitudes. 26th report. London:

12. Sage.
Saunders, M., Lewis, P. & Thornhill, A. (2016). Research
Methods for Business Students. 7th ed. Harlow: Pearson.
Tashakkori, A. & Teddlie, C. (2010). The Sage Handbook of
Mixed Methods in Social and Behavioral Research. 2nd ed.
Thousand Oaks, CA: Sage.
Yin, R. K. (2014). Case Study Research Design and Methods.
5th ed. Thousand Oaks, CA: Sage.
7
Table of Contents
Research Aim 3
Research Objectives 3
Research Philosophy 3
Data Collection 5
Data Analysis 6
Ethical Issues 7
Structure 8
Research Timeline 9
References 10

13. Impact of Technology on Accounting Education in the
UAEResearch Aim
The aim of this research is to examine whether the university
curriculum has incorporated changes in technology in their
accounting education.Research Objectives
· To explore the perceptions of former students whether the
accounting education given to them by universities has prepared
them for changes in technology.
· To examine the perception of teachers and professors whether
the accounting education given to students is making them well
equipped for the accounting world and its technological
changes.
· To investigate and perform a content analysis of the course
timetable the universities follow for the courses of
accounting.Research Philosophy
Philosophy stems from the idea that there are various views of
the world we live in and the processes that operate in it.
Philosophy deals with the views of the world, how it works, and
in the case of philosophy as an academic subject, it focuses
primarily on the knowledge, reality, and existence (Mason,
2014). Research philosophy can be defined as a belief about the
way the information and the data about a subject should be
collected, examined and then used. Two of the research
philosophies have been discussed in this dissertation which are
ontology and epistemology (Davison, 1998).
The study of being is called Ontology (Crotty, 1998). It
questions the nature of human beings and the nature of reality in
the world (Denzin and Lincoln, 2005). A lot of research
suggests that ontology deals with the assumptions made by the
researchers on how the world operates and commitment held to
specific views by initiating social phenomena (Eriksson and

14. Kovalainen, 2008; Wilson, 2010; Zikmund, 2003).
Epistemology deals with the forms and the nature of knowledge.
The epistemological assumptions are made on how the
knowledge or data that we use is created, acquired and finally
communicated, or to sum it up in a single line, what it means to
know (Cohen, Manion and Morrison, 2007).
The three main types of paradigms used to understand and
investigate reality that is relevant to this dissertation are
discussed below that are pragmatism, positivism, and
interpretivism.
Pragmatism is the research paradigm suitable for this
dissertation for the topic “The impact of information technology
in the accounting education system in the UAE”. It is another
part of the research paradigm used to study reality which is
different from the contradicting positivist and interpretivist
research paradigms (Tashakkori and Teddlie, 1998).
To establish their research outline, pragmatist researchers begin
their research using the research question rather than deciding
on ontology and epistemology as their belief. They think that
objectivism and subjectivism perceptions can coexist together.
Therefore, to understand social phenomena a combination of
ontology, epistemology, and axiology research philosophies can
be used. The importance here is given to what solves the
research problem in the best manner. The researchers supporting
pragmatism prefer using both quantitative and qualitative data
for their research as it allows them to understand social reality
better than working with just one type of data (Wahyuni, 2012).
Positivist paradigm assumes that the research is separate from
the researcher and the outcomes of the research will not be
affected by the researcher, the underlying being that objects are
absolute, and it cannot be altered, it is the duty of the researcher
to derive the meaning from it. This paradigm requires the use of
surveys, questionnaires and other types of quantitative data and
the topic taken for this dissertation cannot be completely relied
upon this type of data (Scotland, 2012)

15. Interpretive paradigm, unlike positivist paradigm, is linked with
subjectivism, the individual perspective plays a greater role in
understanding the phenomenon by understanding the interaction
between individuals and investigating it by taking into account
the cultural and historical context within which entities dwell
in. This paradigm uses interviews, focus groups, case studies
and other types of qualitative data as its research methods but
this dissertation cannot fully take the approach of interpretive
paradigm (Creswell, 2009).
This is the reason why pragmatism research paradigm is the
most appropriate paradigm chosen for this dissertation. Taking
this combination of both positivism and interpretivism would
help understand the research topic better so as to give thorough
answers to research questions, find new ones and make changes
in consequent research designs (Creswell and Plano Clark,
2011).
Data Collection
The data collection methods chosen for this dissertation are
personal interviews of current teachers and students who are a
part of the accounting course which comes under qualitative
methods and surveys of former students who took accounting as
their major which comes under quantitative methods.
To collect data from the participants using qualitative data
collection methods, in-depth interviews are taken with open-
ended questions so that the participants give descriptive
answers regarding the research taking place. Since qualitative
research approach is focused on small groups, it provides a
broader understanding of behavior and therefore sufficient
relevant information about actual people and their
circumstances (De Vaus, 2014, Leedy and Ormrod, 2013).
For the purpose of this dissertation, personal interviews of the
faculty members teaching accountancy as well as students who
have taken accountancy as their course will be conducted in two
universities of Dubai namely, Heriot-Watt University and

16. Middlesex University. Through these interviews, it will be
found out whether the changes in technology are being
incorporated in the accounting education and preparing the
students to face the outside world. The main reason behind
conducting an interview is to help participants share their views
and experiences regarding the topic of the dissertation being
done by the interviewer (Boeije, 2009).
Another method used to collect data from the participants would
be using quantitative methods. Likert Scale survey would be the
most suitable method to examine the perception and attitudes of
former students who majored in accounting in Heriot-Watt
University Dubai and Middlesex University Dubai and are
currently working in the accounting field towards, whether the
education received in university equipped them to be work
ready once they graduate in respect to the changes in
technology. Survey method of data collection includes a
questionnaire prepared by the researcher and as the graduates
will be spread out throughout the world, they can access and
return it through post or mail which will make the data
processing and analyzing easier and cheaper (Fowler, 2002).
The third method used to collect data for this dissertation will
be content analysis. It is one of the many qualitative methods
used to analyze and interpret data which has an objective and
systematic way of describing it. To undertake this, the contents
of the textbooks and the course outline of accounting subjects
of Heriot-Watt University and Middlesex University to examine
whether they are incorporating the changes taking place in the
technological world in the accounting education of their
university and preparing their students in order to face the
corporate world (Schreier, 2012).
Knowing the advantages and disadvantages of using both
qualitative and quantitative data, the researcher has the benefit
of combining or integrating strategies from both the types of
data and using the basic principle of mixed research. This
principle states that researchers should gather data using

17. varying approaches, strategies, and methods such that the
consequent combination is likely to result in corresponding
strengths and noncoinciding drawbacks (Brewer and Hunter,
1989; Johnson and Turner, 2003).Data Analysis
The data analysis method chosen for this dissertation is
thematic analysis for the qualitative data collected. It is the
most extensively used approach to analyze interviews and other
types of qualitative data. The theoretical positions of Braun and
Clarke (2006) will be the basis of the conceptual framework for
this dissertation.
Thematic analysis is considered as a method unlike other
qualitative approaches which are considered as methodologies.
This means that, from a learning and teaching perspective, it is
regarded as a very flexible method of analysis as it is not
bounded by a specific theoretical or epistemological aspect
(Braun and Clarke, 2006; Clarke and Braun, 2013).
The research question for this dissertation involves examining
the perceptions of teachers as well as current and former
students through their experiences and opinions. Therefore, the
interview questions, its execution, and the analysis carried out
were all based on that. There are two types of thematic data
analysis, one which is based on the research question called as
top-down or theoretical thematic analysis and the other which is
done based on the data collected known as bottom-up or
inductive thematic analysis. This dissertation relates to the
former one more than the latter.
The analysis of the data collected through interviews with
current students who are studying accounting, former students
who studied accounting and are now working in the accounting
sector as well as professors teaching accountancy in both the
universities taken will be conducted in three steps that are, data
preparation for analysis through transcribing, using the process
of coding to divide the data into themes and data representation
(Creswell, 2012; Miles and Huberman, 1994).
The purpose of conducting a thematic analysis is to classify
themes, i.e., patterns in the data that are found out by a

18. thorough process of familiarizing of data, coding of data,
development of themes and a subsequent review, that are
relevant and use these themes to analyze the data and further
conduct the research to know whether universities are actually
adopting the changes in technology in their accounting courses
to better prepare their students. This analysis not only
summarizes the data but interprets it and makes it relevant and
useful (Braun and Clarke, 2006).
The quantitative data collected using the survey method of data
collection from the former graduates of accounting who are
currently working in the field of accounting will be analyzed
through statistical package for social science (SPSS) or through
Microsoft Excel since the data collected can be measured
quantitatively. These programmes cover a wide range of
formulas to perform statistical calculations and can help to find
out the percentage of participants taking the survey who think
whether the universities are incorporating the changes taking
place in the technology in their courses of accounting or not.
These methods are also time effective as most of the analysis
can be done through the auto calculations performed by the
programmes (Connolly, 2007; Gorard, 2001).Ethical Issues
Any type of research faces ethical issues. The process of doing
research acts as a hindrance between the aim of the research to
follow ethical guidelines and maintaining the right to privacy of
the participants. Ethics are concerned with doing what is right
and avoiding what is wrong and harmful which can be achieved
through following appropriate ethical principles. Therefore, it is
crucial to protect the participants of the research (Orb,
Eisenhauer and Wynaden, 2001).
The first ethical principle to follow while taking the interviews
and surveys would be informed consent, which means striking a
balance between under-informing and over-informing (Kvale,
1996). It also implies that the students and teachers involved
have the right to be autonomous and willingly participate or
refuse to be a part of the study. Consent is an agreement to trust
and it needs to be continuously renegotiated while conducting

19. the interviews as well as the surveys. A balanced relationship
between the researcher and the teachers and students
participating in the study will promote trust, disclosure, and
knowledge of possible ethical issues (Morse and Field, 1992)
The second ethical principle to follow is that of privacy which
implies that the personal information released in the interviews
and the surveys by the teachers as well as the students should
not be disclosed or if necessary, should be disclosed after
taking their consent (Munhall, 1988).
Another ethical principle is of beneficence which means that the
research should aim to do good and prevent harm. This implies
that if the students or the teachers are uncomfortable to
participate in the study or unable to answer some of the
questions asked then they have the freedom of choice to deny. It
also means that if the participants do not want to disclose their
names or their identity, it is the researcher’s moral obligation to
oblige and preferably use pseudonyms (Lavrakas, 2008).
The researcher also should ensure that all the relevant
information related to the survey and interview being conducted
should be told to the students and the teachers in order ensure
complete transparency (DiCicco-Bloom and Crabtree,
2006).Structure
The final structure of the thesis is as follows:
Chapter 1: Introduction to Topic
Chapter 2: Literature Review
Chapter 3: Methodology
Chapter 4: Data Collection and Analysis
Chapter 5: Results and Conclusion
The structure of this dissertation begins with a brief explanation
on Research Aims and Objectives followed by a detailed study
on the Potential Impacts on various parties. Next, there is a
research on Literature Review which reflects about the theories
in the respective field. The next chapter of the dissertation
explains the Theoretical Framework that represents the
ideologies of the students regarding the technology in UAE. The

20. next part of the dissertation is about the Research
Methodologies which explains the paradigms used which
subsequently leads to the Data Collection and the Data
Analysis. Finally, a precise information is given on the Ethical
Issues that should be considered during Research.
Research Timeline
References
Boeije, H. (2009). Analysis in qualitative research. SAGE,

21. 2009.
Braun, V. and Clarke, V. (2006). Using thematic analysis in
psychology. Qualitative Research in Psychology, 3(2), pp.77-
101.
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Research Methods
Coursework 2
Candidate Name: - Sarah Aamir Inam

24. Candidate Student ID Number: - H00283904
Module Name: - Research Methods
Course Code: - C39RE
Lecturer/Tutor : - Dr. Esinath Ndiweni
Word Count: - 1812 (Excluding References)
Table of Contents
Details
Page #
· Working Title
1. Introduction
3
2. Research Philosophy
3
3. Data Collection Methods
5
4. Data Analysis Techniques
7

25. 5. Ethical Issues and Considerations
8
6. Structure
9
7. References
11
Title
Evaluate the impact of the 2016 demonetization on middle-class
Indian Investors

26. Introduction
The aim of this study was to examine how demonetization
impacted the Indian stock markets and influenced investor
behavior. This paper will highlight the systematic process to
conduct the research and outline the methodological steps to be
carried out.
Research Strategy
Research philosophy is termed as the process of “developing
new knowledge” in a subject through individuals’ beliefs and
assumptions (Saunders, Lewis and Thornhill, 2016). Easterby-
Smith (2012) explains that a sound understanding of research
philosophy helps in creating refined data. Every researcher has
a different approach, strategy and perception when finding
solutions to a problem (Altinay, Paraskevas and Jang, 2008).
With an efficient research design several methodologies can be
tested, allowing greater exploration into the topic (Thorpe,
Jackson and Easterby-Smith, 2012). Lincoln and Guba (1985)
stated that the research paradigm consists of three essential
elements: epistemology, methodology and ontology. These
elements reflect an individual’s values, beliefs and views about
the world (Lincoln and Guba, 1985). Every issue requires an
understanding of what is (ontology) and understanding what it
means to know (epistemology) (Crotty, 1998).
Epistemology is the branch of philosophy concerned with
assumptions made about the kind or nature of human knowledge
(Richards, 2003). Cohen, Manion and Morrison (2007) define it
as the “bases of knowledge – its nature and form, how it can be
derived and communicated to others” (Cohen, Manion and
Morrison, 2007). The epistemological approach can be divided
into interpretivism and positivism. Positivism focuses on

27. objectivity and evidence in gathering information, based on
distinct facts and values (Spencer and Snape, 2003). Objectivity
ensures that the researcher is cognizant of the boundaries within
which they work to avoid any bias. On the contrary,
interpretivism attaches importance to the nature of people’s
character along with participation in their social and cultural
life, whilst ignoring the methods of natural science (Elster,
2007). Interpretivist researchers study the meaning and
motivations behind people’s actions and behaviors (Whitley,
1984).
Ontology is the study of being and existence (McQueen and
McQueen, 2010). Richards (2003) defines ontology as the
assumptions made regarding the structure of reality and what
exists. It can be categorized into two parts, which are
subjectivism and objectivism.
As per Bryman (2012), objectivism considers ‘social
phenomena’s’ to be external factors, outside the influence of
researchers. On the other hand, subjectivism argues that social
actors can revise the external realities (Bryman, 2012). For this
proposal, the subjective approach will be preferred that will
allow in-depth analysis of the impact of demonetization on the
BSE (Bombay Stock Exchange). The research will be conducted
through a mixed-method approach, encompassing first an event
study – which will be quantitative to determine stock market
returns. The second stage will be using an interpretivist
approach, by conducting an interview of middle-income
investors in order to attain their perceptions of the experience.
Secondary research will be conducted through examining
historical data such as newspapers, official documents and stock
price movements. This study adopts 2 philosophical approaches
which are an interpretivist philosophy, because it investigates
investor behavior in a subjective manner. Along with a
positivist approach for the impact of demonetization on stock
market behavior which is an objective approach.

28. Data Collection Methods
Researchers are moving towards using a mixed-method
approach, in an attempt to expand the scope of their study and
benefit from greater insight (Sandelowski, 2000). It is necessary
to distinguish qualitative from quantitative methods when
conducting research. Qualitative data will be gathered using
interviews as it incorporates a narrative approach to data
analysis, whereby an individual can describe the psyche behind
their moral and ethical decisions (Kivunja and Kuyini, 2017).
On the other hand, quantitative research methods involve
numerical data and “quantification in collecting and analyzing
data” and will be collected by the means of an event study
(Bryman, 2012).
Demonetization took place on the 8th of November 2016 and
severely impacted the stock markets. Event study approach
monitors firms’ stock prices to measure the wealth effects of a
particular event over a period of time (Maul and Schiereck,
2016). This study will examine the impact of the demonetization
announcement on 30 companies listed on the BSE (Bombay
Stock Exchange) over a 50-day event window. This
methodology aims to evaluate if shareholders earned varying
returns due to the occurrence of the 2016 demonetization in
India. Key underlying assumptions when conducting this study
are as follows:
· Assuming markets to be efficient, the impact of an event will
be instantly reflected through share prices.
· The event is unforeseen, as in the case of the surprise

29. announcement of demonetization on the 8th of November 2016.
· The event is considered in isolation, ignoring all other factors
that may influence share prices (Sitthipongpanich, 2011).
The market return can be computed using the Market Model
formula (which makes use of regression analysis) as follows:
Ri,t = αi + βi Rm,t + εi (Chauhan and Kaushik, 2017)
Rit = return for security i for day t
αi = the intercept
βi = Volatility of security
Rmt = Return on market at day t
εi = error term
However, it should be noted that markets might be inefficient
with imperfect knowledge so events may be anticipated in
advance. Overlapping of multiple events can also be
problematic, as it will create biased stock returns (MacKinlay,
1997).
Alshenqeeti (2014) points out that the interactive nature of
interviews provide for complete, clear answers and yield in-
depth information about a certain topic or subject (Alshenqeeti,
2014). A semi-structured interview will be conducted on the
middle-income investors to understand their perspectives and
interpret the meaning of their described phenomena (Cassel and
Symon, 2014). The semi-structured approach has some
predetermined format, but is usually not rigid. It is more
explorative with open-ended questions, giving way to greater
interpretation (Blandford, Makri and Furniss, 2013). Despite
being time-consuming, interviews are amongst the most used
methods for extensive data analysis (Salvador, 2016). The
flexibility of such interviews will allow us to benefit from
greater understanding of the investors experiences. A drawback

30. of this methodology is the effort undertaken to analyze and
present the large amount of data gathered. Caution will be
exercised in choosing a suitable sample size, which should be
representative of the whole population (Newcomer, Hatry and
Wholey, 2015). Interviews will be conducted on a sample of 30
middle-class Indian investors to understand investor behavior.
Secondary Data on the other hand involves reviewing previously
gathered data for another primary purpose (Johnston, 2014).
This method tends to be cost effective and convenient to users
(Smith, 2008). Access to secondary data provides opportunities
to researchers with inadequate funds, to collect reliable data
(Hakim, 1982). However, it should be noted that the data was
collected for another purpose and may not be applicable to the
current scenario (Boslaugh, 2007).
Data Analysis Techniques
Qualitative data can be analyzed through varying methods,
including Template and Thematic analysis. Thematic Analysis is
a qualitative data collection method used to identify, analyze
and report patterns (themes) within data (Braun and Clarke,
2006). It can be used to analyze interview transcripts and
highlight the psychological state of the investors (Delaney,
Egan and O’Connell, 2011). Detailed sets of data are organized
to aid decision-making by researchers. However, the simplistic
approach may threaten validity of the results and cause damage
to readers (Javadi and Zarea, 2016).
Using template analysis, qualitative data gathered will be
reorganized on the basis of pre-established codes. Coding refers
to the systematic order through which information is
categorized into groups based on themes and patterns (Saldaña,
2015). Priori codes are predetermined codes derived from key
theoretical frameworks. The flexibility associated with template
analysis provides freedom to researchers to adapt to the needs

31. of different studies (King, 2019).
Event study methodology encompasses quantitative research in
relation to investment management. Event studies require cross
sectional regression analysis to measure the effects of
announcements on exogenous variables (Eckbo, Maksimovic
and Williams, 1990). Cross Sectional Analysis compares the
abnormal returns earned to a firms characteristics, taking into
consideration the economic effect of the event (Kothari and
Warner, 2004). They are straightforward and easy to execute,
but the results should be interpreted with caution (Campbell, Lo
and MacKinlay, 2012).
Ethical Issues and Considerations
Ethics is defined as “the branch of philosophy concerned with
the dynamics of decision-making between what is right and
wrong” (Fouka and Mantzorou, 2011). Research ethics aims to
protect individuals’ right to privacy, confidentiality and dignity,
while avoiding any harm (Bresler, 1994). Armiger (1997)
outlined that participants must be fully informed and voluntarily
give their consent (Armiger, 1977). Burns and Grove (2005)
stated that requesting intimate details of individuals’ lives could
create discomfort. Researchers should aim to minimize the
potential harm and ensure that the benefits outweigh the risks of
the study (Burns and Grove, 2005).
Research data must uphold requirements of confidentially
throughout the storage, analysis and publication stages, as
investors will be volunteering sensitive information.

32. Transparency is a key factor when conducting research to avoid
falsification of facts and deceptive practices (Glesne, 2015).
The interpersonal relationship between participants and
researchers can also create ethical concerns and controversies
(Eide and Kahn, 2008). Researcher’s behavior must demonstrate
concern for participants’ privacy and dignity at all times (Social
Research Association 2003). Participants also have the right to
withdraw from the study at any time and withdraw any data they
have provided (McLeod, 2015). An ethical clearance form
should be filled, ensuring that no vulnerable groups are targeted
and people over 18 are interviewed.
In relation to Indian investors, the ethical factors must be fully
reviewed to ensure both researchers and participants adhere to
the standards of respect, non-maleficence and justice, as
required by the study (Aluwihare-Samaranayake, 2012).
Structure
Work Stage
Start Date
Duration
End Date
Introduction and research question
06-01-19
7
12-01-19
The topic aims and objectives
13-01-19
14
26-01-19

33. Literature research and readings
27-01-19
14
09-02-19
Preparing literature review draft
10-02-19
7
16-02-19
Collection of data
17-02-19
14
02-03-19
Further literature reading
03-03-19
7
09-03-19
Data Analysis Techniques
10-03-19
14
23-03-19
Collection and analysis of data
24-03-19
5
28-03-19
Ethical Issues
29-03-19
5
2-04-19
Final Edits
3-04-19
1
4-04-19

34. Chapter 1 introduces the subject matter, demonetization and its
effect on middle class Indian investors. It presents the research
question, aim and objectives, and outlines the research gap to be
filled through the study. Chapter 2 analyses historical data on
implementation of demonetization in the past, across the globe.
Literature review is conducted through reviewing journal
articles, newspaper articles and academic sources. Chapter 3
used various research methodologies to demonstrate the nature
of the study. It comprises of collection and analysis of data.
Chapter 4 was concerned with interpretation of the results
gathered from the research methods applied. Chapter 5 poses as
a conclusion, providing recommendations and suggestions to the
investors, regarding investment strategies. The study will end
with relevant references to authenticate the work of the
researcher and provide evidence to readers.

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