A coin is tossed 6 times, what is the probability of getting at le.docx

A coin is tossed 6 times, what is the probability of getting at
least 2 tails?
Applied Business Research & Analysis
Structure for final essay
– summarises the main points of
the
research essay (150-200 words)
– descriptive introduction of your essay (set the
scene
for the reader including the rationale and purpose of this study.
State
(or re-state) the aim and objectives of the topic you chose.
MAIN BODY OF THE REPORT:
ew - critical review of books, academic
papers,
practitioner articles, and other reporting materials for your area
of
study. You should compare and contrast the literature (compare
–

look for similarities, contrast – look for differences), and then
provide
a synthesis of the literature (a synthesis brings together a
combination of concepts/ideas).
– present any results, evaluations, and
findings
– consider the essay overall and
highlight
the main factors (link to literature and findings where possible)
– summarise all that you have written about and
highlight the main points and central argument/s for the reader.
- Use the Harvard referencing system for all
citations and
references.
1. Introduction (should be 30s)
Hello everyone. I’m Yadi Yu. I am from China. I am lucky
enough to have opportunity to study in UK. At the moment, I
am studying Business and Management at Salford University.
Today, I would like talk about a process of researching an
applied business problem.
2. Area of interest, research topic and research method (should

be 70-90s)
When I was a child, my parents always tried to teach me how to
get on with everyone. Due to all of what my parents have
educated me, if I have any opportunities to do a business
research, I will choose a business ethics as a first choice.
Therefore, I am so interesting in doing a research about
business ethics which is “Potential consequences of unethical
behavior in Nestle”.
In this assessment, qualitative method and previous
investigations together with other journal articles, other case
studies are used to support my business related research.
Basically, pe
people should understand clearly about the definition of
qualitative method. According to Cresswell (1994), a qualitative
study is defined as an inquiry process of understanding a social
or human problem, based on building a complex, formed with
words, reporting detailed views of informants, and conducted in
a natural setting.
Because of employing the secondary data, I want to pay
attention to advantages and disadvantages of this method. Now
with the availability of online access, secondary research is
more openly accessed. Furthermore, the use of secondary
research may help the researcher to clarify the research
question. In contrast, the researchers need to critically evaluate
the validity and reliability of the information provided. In some
cases, the scientist may not get the full version of the research
to gain the full value of the study. In conclusion, it is important
for the investigators to identify, reduce, and manage the
disadvantages of using the secondary research.
3. Link between topic and area of interest and description of
company (should be 45-60s)
In my opinion, every coin has two sides. In business area, the
companies might need to guarantee both benefits and ethical
issues together. Thus, I would like mention about the business
ethics scenario. One the most famous beverage manufacturer
being bad reputation is Nestle. Firstly, let me introduce some

facts about this giant company. Nestle is a Swiss transnational
food and beverage company headquartered in Switzerland. It is
the largest food company in the world measured by revenues.
Nestle has 447 factories, operates in 194 countries, and employs
around 339.000 people.
4. Rationale for choosing topic (should be 45-60s)
Nestle is one of the most biggest and famous manufacturer.
However, there was an undeniable scandal making the boycott
coming from consumers around the world. A boycott was
launched in the United States in 1977. It spread in the United
States, and expanded into Europe in the early 1980s. After this
scandal, Nestle continued to use the child labor to reduce the
payment for laborers. A new report by the Fair Labor
Association (FLA) indicated that 56 workers under the age of
18. “Does any boycott campaigns against to Nestle” is the
question which many people pay attention to.
5. Objective of research (should be 45-60s)
Based on this research, I suppose that there are quite lots of
negative impacts of unethical behaviors in business happening
to Nestle. The first negative impact can be to decrease sales of
goods, as customers may boycott goods produced by a company
known for unethical behavior. The second one is a drop in stock
price. Investors will be unwilling to buy products being
supplied by dishonest company. And the last one should be to
make workers tend to feel uncomfortable while working for
unethical company. I believe that the unethical behavior will
strongly affect Nestle. All of these will lead to lower
productivity, promote conflict, and subsequently destroy the
company.
6. Conclusion (should be 30s)
Finally, I would like to remind you some of ideas that we might
consider. In my presentation, I have explained the process to
conduct a business research as “Potential consequences of
unethical behavior in Nestle”. Qualitative research method and
secondary data will be used to support to complete my research.
This is the end of my talk. Thank you for watching my video

and listening to my presentation. If you have any queries, please
contact to my email.
P a g e | 1
Assignment Brief
Module Title: Applied Business Research and Analysis Level 6
Module Leader: Christos Papanagnou
Assessment Type: Oral Presentation (Video)
Assessment Title: Presentation of an applied business research
problem or opportunity
Weighting: 20%
Date of Issue: 09/10/2015
Submission Date: 11/11/2015 (Before 16:00)
A copy of your assignment must be submitted to a specified
platform. More details will be
advised at an appropriate time. Assignments must be submitted

by the due date. The only
circumstance in which assignments can be submitted late is due
to personal mitigating
circumstances. These can be accessed via your Programme
Handbook and the Student
Channel.
Video specification:
Please refer to the following Table about video specification.
Formats Depending on which platform you have to upload your
video this
typically can be mpg, mpeg, mov, avi, or mp4 file.
Compression &
Settings
Instructions will be disseminated to students
Length The total length of your video should be at least four
minutes and
thirty seconds but should not exceed five minutes. Penalties will
apply if you don’t reach or exceed this time length range. To get
the
best footage and to avoid excessive video sizes, it is highly
recommended to produce a video with 360p (p stands for pixels
quality in terms of vertical resolution).
Recording You must provide a five-minute recording consisting
of at least
ninety seconds of your appearance. In other words, you must be
shown in the video for at least ninety seconds.

Make sure that sound quality is good enough and the assessor
can
understand what you say or what is said.
Language English
Support Many of you have smart phones or iPad/tablets, which
provide a
simple way of making a short video. You may wish to partner
with
another student so that you can video each other’s presentations
and provide friendly support. If you do not have access to any
technology, which allows the recording of a short video, you
will
have the chance to produce your videos with the aid of Media
Production Technicians at School of Arts and Media. Please ask
your module leader for further support.
P a g e | 2
The Task:
You are required to produce a video of no more than 5 minutes
that demonstrates
an applied business research problem or opportunity.

Make sure that your video includes the following elements:
1) A very brief introduction about yourself (name, field of
study, some background information) ≈
30 seconds
2) Area of interest and choice of research topic and what
research methods (based on secondary
data and published business research) have been adopted ≈ 60
seconds
3) Explain how this topic is linked with aforementioned
interests including a brief description of
the organisation you chose ≈ 60 seconds
4) Set formally why this is an interesting topic and argue why
you have chosen this topic by
providing a strong rationale and justification ≈ 60 seconds
5) Discuss briefly the aims and SMART (Specific, Measurable,
Assignable, Realistic, Time-related)
objectives ≈ 60 seconds
6) Conclusions ≈ 30 seconds
Assessment criteria:

problem/opportunity/application or challenge
including rationale (20%)
timing, effective use of
eyes/face/gestures/body language) (20%)
Learning Outcomes:
ature of business research and the research
process.
published business research.
P a g e | 3
MARKING CRITERIA for Applied Business Research and
Analysis - Assessment 1 (Presentation)

0-9%
extremely
poor
10-19%
very poor
20-29%
poor
30-39%
unsatisfactory
40-49%
satisfactory
50-59%
Fair
60-69%
good
70-79%
very good
80-89%
excellent
90-100%
outstanding
Video
Content
Very general

video, which
is not well
prepared and
does not
represent the
project work.
Non-specific,
some minor
details,
which are
particular to
the business
research. Not
well-
designed.
Basic
introductory
information
about the
business
research
problem or
opportunity.
Basic
design.
Limited
evidence of a
creative
approach to
representing
the
problem/oppo
rtunity in a

video format.
Some minor
elements
highlighted.
Rather general,
lacks the
required level
of information
and
illustrations.
Some effort to
be creative.
Evidence of
consideration
of the project
in video form,
but lacks
sufficient focus.
Reasonable
attempt at
creative video
creation.
Good, clear
information
presented in
video
Some
creative flair.
Very good
well-detailed
video, which

provides
focused
speech and
elements
Well-
structured,
clearly
designed
video. Good
level of
focused
information
and apparent
business
skills.
Professionally
presented
context specific
well designed
content.
Creative and
innovative
approach.
Video
Presentation
No obvious
effort. No
attempt to
structure the
presentation
to
incorporate

the video.
Did not
answer
questions.
Non-specific.
No effort to
produce a
video
Gave general
answers to
questions.
Presented a
description
of the
problem or
opportunity.
Some links
to the video
and general
answers to
the
questions.
Some
evidence of
appropriate
but basic
video.
Gave general
answers to

questions.
Limited, but
appropriate
links made to
the video
content.
Not a creative
design.
Some specific
answers to
questions.
Well
considered
video
presentation,
which related
the main points
of the elements
Clear answers
to specific
questions.
Well-
designed
video
presentation
Detailed
answers
given to
questions.

Good level of
commitment
to the
business
problem/opp
ortunity
Very well-
structured
presentation
Interesting
points. Makes
very good
use of
context
specific
information
on the video.
Very good
commitment
is evident.
Very well-
structured
and
interesting
video
presentation,.
All
questions/ele
ments

covered
excellent use
of context
specific
project
information.
Professionally
designed
presentation.
Extensive use
of project
specific
information.
Detailed
answers given
to project
questions.
Answers were
appropriately
detailed and
concise.
High level of
commitment is
evident.
P a g e | 4
SALFORD BUSINESS SCHOOL:

Grading Criteria (LEVEL 6)
LEVEL OF
PERFORMANCE
Level of knowledge Extent of understanding Extent and depth
of
reading
Structure and written
style
Outstanding A mastery of a complex
body of knowledge
which is extends far
beyond material
covered in the module.
An ability to critique
knowledge and an ability
to apply knowledge in an
innovative and creative
manner
Makes extensive use of
the literature to support
and justify views
expressed, with particular
focus on emerging theory
and its applications
Excellent structure,
entirely relevant
content which is very
interesting to read and

easy to understand.
Excellent An excellent
understanding of a
complex body of
knowledge which
extends beyond
material covered in the
module.
An ability to analyse,
synthesise and evaluate
knowledge and to apply
theory in a practical
context
Makes excellent use of the
literature to support and
justify views expressed.
Good use made of journal
articles where
appropriate.
A well-structured
argument which is
clearly justified and
relevant to the
particular
circumstances of the
situation under
consideration.
Very good A very good
understanding of a
complex body of
knowledge which

includes some aspects
which have not been
covered in the module.
An ability to analyse and
synthesise knowledge
from a wide range of
appropriate sources
Makes very good use of
the literature to support
and justify views
expressed in the
assignment.
Develops an argument
which is clearly
justified, justifiable
and relevant to the
particular
circumstances of the
situation or task in
hand.
Good A good understanding
of relevant material
presented in the
module
An ability to compare
and contrast information
and to apply knowledge
to specific scenarios in
an appropriate manner
Makes effective use of the

literature from
appropriate sources to
support views expressed
Develops an argument
which is clearly
justified and relevant
to the task in hand.
Fair A reasonable
understanding of
material presented in
the module.
Some attempt to analyse
and evaluate. Makes an
attempt to apply
knowledge to practice
Evidence of reading from
a range of appropriate
sources
May find it difficult to
develop a well-
structured argument
which is sufficiently
focused on the task in
hand
Satisfactory An understanding of
key themes/principles
outlined in the module.
Descriptive. Little
evidence of analysis and

evaluation. Limited
ability to apply
knowledge to practice.
Evidence of some reading
from appropriate sources
May be rather general
in scope. Lacks the
ability to develop a
logical argument
focused on the
assignment task.
Unsatisfactory Only a partial
understanding of basic
knowledge presented
during the module.
Work addresses only
some of the obvious
features of the task.
Little evidence of
appropriate reading.
Limited evidence of
planning. Lacks focus
on the assignment
task.
Poor Displays inadequate
and inaccurate
knowledge of basic
aspects of the module.

Work fails to address the
assignment task. Some
important gaps in
understanding evident.
Limited effort evident to
develop personal
knowledge and
understanding
Little evidence of
effort to understand
and complete the
assignment task.
Very poor Virtually no relevant
knowledge displayed
Major gaps in
understanding evident
No effort to develop
personal knowledge and
understanding
No apparent structure
or understanding of
the assignment task.
Extremely poor Virtually nothing of
relevance to the
question
Major errors in
understanding evident,

No effort made to learn Meaningless
No attempt
Salford Business School
Applied Business Research and Analysis
Quantitative Research
Data Analysis and Presentation
Lecture
Professor David F. Percy
Contents
1. Summaries
2. Probability
3. Inference
4. Modelling
5. Forecasting
Bibliography

1. Rees D.G. (2000) Essential Statistics, Chapman & Hall
2. Weiss N.A. (2012) Introductory Statistics, Addison-Wesley
3. Freund J.E. & Perles B.M. (2006) Modern Elementary
Statistics, Prentice Hall
Syllabus
1. Summaries
65
55
45
35
C
o
s
t
Sample size
� � 24
Measures of location
mode (most likely value): £51.00

median (middle ordered value): £51.00
mean (average value): £50.50
1. Summaries
Gas heating costs (£) per unit area in 24 UK factories
51 52 50 47 55 57 43 59
52 51 40 48 53 47 54 63
51 45 55 53 48 56 36 46
Measures of spread
range (difference between maximum and minimum): £27.00
interquartile range (difference between upper and lower
quartiles): £7.75
standard deviation (root mean square distance about mean):
£6.03
1. Summaries
Summary Statistics
Consider the current ratios (assets÷liabilities) of 8 market
traders:
1.43, 1.02, 2.07, 2.35, 0.81, 1.73, 2.99, 1.26

Sample median:
median � �.
��.�� 1.58
Sample mean:
�̅ � �� ∑ ��
�
�� .
��⋯��.�� 1.71
Sample range:
maximum � minimum � 2.99 � 0.81 � 2.18
Sample standard deviation:
s � ��#� ∑ �� ̅ �
�
��
�.
�#�.�� $�⋯� �.��#�.�� $
� � 0.73
1. Summaries
Accuracy of Data
• Express different observations of a measurement, such as
monthly sales figures, to
the same degree of precision.

• Most observations are rounded up or down in the last decimal
place: heights of
1.341 metres and 1.417 metres become 1.34m and 1.42m
respectively.
• Retain as much accuracy as possible in intermediate
calculations: do not round the
sample mean when calculating a sample standard deviation.
• Avoid displaying results of calculations to more accuracy than
is needed: present a
sample mean as 5.2 rather than 5.166666667.
• Enter data carefully into computer spread sheets and perform
simple numerical and
graphical checks that the data are reasonable.
• Use a special symbol for missing data such as * rather than a
space, zero or minus
number to ensure that these are excluded from your analysis.
• Avoid guessing missing data values without proper
justification.
1. Summaries
Event % collection of outcomes
Probability & % chance that % occurs

Complement %′ & % ( & %′ � 1
impossible evens certain
0 ½ 1
2. Probability
Union % ∪ * % or * or both
Intersection % ∩ * % and *
Conditioning *|% * given %
% *
2. Probability
If
% = “motorist makes insurance claim this year”
* = “motorist makes insurance claim next year”
& % � & * � -. and & *|% � -$
then
& %′ � 1 � & % � �
& % ∩ * � & % / & * % � ��
& % ∪ * � & % ( & * � & % ∩ * � ��
2. Probability

θ
2. Probability
2. Probability
95% probability interval 479,521 has limits 3 4 1.966
2. Probability
2. Probability
3. Inference
7~9 3,6�
�̅ � 1� : ��
�
��
;� � 1� � 1 : �� ̅
�
�

��
95% confidence interval for 3 has limits
�̅ 4 < / ;�
0.1000 0.0500 0.0250 0.0100 0.0050 0.0025 0.0010 0.0005
1 3.078 6.314 12.71 31.82 63.66 127.3 318.3 636.6
2 1.886 2.920 4.303 6.965 9.925 14.09 22.33 31.60
3 1.638 2.353 3.182 4.541 5.841 7.453 10.21 12.92
4 1.533 2.132 2.776 3.747 4.604 5.598 7.173 8.610
5 1.476 2.015 2.571 3.365 4.032 4.773 5.893 6.869
6 1.440 1.943 2.447 3.143 3.707 4.317 5.208 5.959
7 1.415 1.895 2.365 2.998 3.499 4.029 4.785 5.408
8 1.397 1.860 2.306 2.896 3.355 3.833 4.501 5.041
9 1.383 1.833 2.262 2.821 3.250 3.690 4.297 4.781
10 1.372 1.812 2.228 2.764 3.169 3.581 4.144 4.587
11 1.363 1.796 2.201 2.718 3.106 3.497 4.025 4.437
12 1.356 1.782 2.179 2.681 3.055 3.428 3.930 4.318
13 1.350 1.771 2.160 2.650 3.012 3.372 3.852 4.221

14 1.345 1.761 2.145 2.624 2.977 3.326 3.787 4.140
15 1.341 1.753 2.131 2.602 2.947 3.286 3.733 4.073
16 1.337 1.746 2.120 2.583 2.921 3.252 3.686 4.015
17 1.333 1.740 2.110 2.567 2.898 3.222 3.646 3.965
18 1.330 1.734 2.101 2.552 2.878 3.197 3.610 3.922
19 1.328 1.729 2.093 2.539 2.861 3.174 3.579 3.883
20 1.325 1.725 2.086 2.528 2.845 3.153 3.552 3.850
21 1.323 1.721 2.080 2.518 2.831 3.135 3.527 3.819
22 1.321 1.717 2.074 2.508 2.819 3.119 3.505 3.792
23 1.319 1.714 2.069 2.500 2.807 3.104 3.485 3.768
24 1.318 1.711 2.064 2.492 2.797 3.091 3.467 3.745
25 1.316 1.708 2.060 2.485 2.787 3.078 3.450 3.725
26 1.315 1.706 2.056 2.479 2.779 3.067 3.435 3.707
27 1.314 1.703 2.052 2.473 2.771 3.057 3.421 3.690
28 1.313 1.701 2.048 2.467 2.763 3.047 3.408 3.674
29 1.311 1.699 2.045 2.462 2.756 3.038 3.396 3.659
30 1.310 1.697 2.042 2.457 2.750 3.030 3.385 3.646
40 1.303 1.684 2.021 2.423 2.704 2.971 3.307 3.551

60 1.296 1.671 2.000 2.390 2.660 2.915 3.232 3.460
120 1.289 1.658 1.980 2.358 2.617 2.860 3.160 3.373
∞∞∞∞ 1.282 1.645 1.960 2.326 2.576 2.807 3.090 3.291
4 3 2 1 0 1 2 3 4
0.1
0.2
0.3
−
critical value
<=.=�> � � 1
3. Inference
3. Inference
7~? @
@A � 1� :��
�
��
95% confidence interval for @ has limits

@A 4 1.96 / @
A 1 � @A
�
3. Inference
0.13
0.13
3. Inference
null hypothesis for:
mean B= ∶ 3 � 8.3
proportion B= ∶ @ � 0.1
two-sided alternative hypothesis for:
mean B� ∶ 3 E 8.3
proportion B� ∶ @ E 0.1
one-sided alternative hypothesis for:
mean B� ∶ 3 F 8.3 B� ∶ 3 G 8.3
proportion B� ∶ @ F 0.1 B� ∶ @ G 0.1
3. Inference

calculate test statistic and compare with critical value
reject B= or do not reject B= at 5% level of significance
p<0.05 (reject) or p>0.05 (do not reject)
3. Inference
3. Inference
4. Modelling
4. Modelling
4. Modelling
4. Modelling
Chi-square Test for Association
Test for association between two factors with B=:"no
association" and
B�:"association".

For a table with r rows and c columns, compare the test statistic
N� � : obs � exp
�
expQRR STRRU
with the upper critical value from the N� distribution with V �
1 W � 1
degrees of freedom.
4. Modelling
4. Modelling
4. Modelling
4. Modelling
0.995 0.990 0.975 0.950 0.900 0.100 0.050 0.025 0.010 0.005
1 0.000 0.000 0.001 0.004 0.016 2.706 3.841 5.024 6.635 7.879
2 0.010 0.020 0.051 0.103 0.211 4.605 5.991 7.378 9.210 10.60
3 0.072 0.115 0.216 0.352 0.584 6.251 7.815 9.348 11.34 12.84
4 0.207 0.297 0.484 0.711 1.064 7.779 9.488 11.14 13.28 14.86
5 0.412 0.554 0.831 1.145 1.610 9.236 11.07 12.83 15.09 16.75

6 0.676 0.872 1.237 1.635 2.204 10.64 12.59 14.45 16.81 18.55
7 0.989 1.239 1.690 2.167 2.833 12.02 14.07 16.01 18.48 20.28
8 1.344 1.646 2.180 2.733 3.490 13.36 15.51 17.53 20.09 21.95
9 1.735 2.088 2.700 3.325 4.168 14.68 16.92 19.02 21.67 23.59
10 2.156 2.558 3.247 3.940 4.865 15.99 18.31 20.48 23.21
25.19
0 5 10 15 20 25 30
5. Forecasting
Business applications often involve data that are collected
sequentially over
time (time series) with the aim of predicting (forecasting) future
values.
Trend and Seasonality
If a time series 7X is not stationary, we remove trend and
seasonality by
transforming the original data. Trend is removed by taking lag-
one differences,
also called integrating, to generate a new time series YX where
YX � 7X � 7X#�
and seasonality is removed by taking seasonal differences to

generate a new
time series YX where
YX � 7X � 7X#Z
and ; typically takes the values 24 (hours per day), 7 (days per
week), 12
(months per year) and 365 (days per year), though other values
can arise.
5. Forecasting
Autoregressive AR(1) Model
For a stationary time series 7X , an autoregressive model of
order 1 is defined
by
7X � [7X#� ( X
where % X � 0, var X � 6� and cov X-,X$ � 0 for <� E
<�, for weight [ that
is estimated from data.
10 20 30 40 50 60 70 80 90 100
4
2
2
4
4

4−
xt
1001 t
5. Forecasting
Moving Average MA(1) Model
For a stationary time series 7X , a moving average model of
order 1 is defined
by
7X � _X#� ( X
where % X � 0, var X � 6� and cov X-,X$ � 0 for <� E
<�, for weight _ that
is estimated from data.
10 20 30 40 50 60 70 80 90 100
4
2
2
4
4
4−
xt

1001 t
5. Forecasting
The Forecast
The one-step-ahead forecast for theAR(1) model is:
7AX��|X � [�X
The one-step-ahead forecast for the MA(1) model is:
7AX��|X � 0
5. Forecasting
10 20 30 40 50 60 70 80 90 100
4
2
2
4
4
4−
xt
1001 t
10 20 30 40 50 60 70 80 90 100

4
2
2
4
4
4−
xt
1001 t
Research strategies:
Qualitative Research
*
Research Design
The research onion

Saunders et al, (2009)
Figure 5.1 The research ‘onion’
Qualitative research
Qualitative research concentrates on words and observations to
express reality and attempts to describe people or social world
within their natural settings.
Schools of ThoughtQuantitative Research
Meaningfully expressed by numbers
Provides counts and measuresQualitative Research
Meanings, concepts, and definitions
Quality assessed through words, images, and description
© 2013 Pearson Education, Inc. All rights reserved.

The difference in emphasis in qualitative versus quantitative
methods
Source: Based on Reichardt and Cook (1979)
Qualitative vs Quantitative:
a general overview
Selecting research strategy-Things to consider:
The type of research question posed;
The extent of control an investigator has over actual
behavioural events; and
The degree of focus on contemporary as opposed to historical
events.
Choice of Research Strategy
Source: Yin (2003, p. 5)StrategyForm of Research
QuestionRequires control of Behavioural Events?Focus on
Contemporary EventsExperimentHow, Why?YesYesSurveyWho,
What, Where, How many, How much?NoYesArchival
analysisWho, What, Where, How many, How
much?NoYes/NoCase studyHow, WhyNoYes

Observation
An accurate observation of what people really do in real-life
situations
Ex: (Henry Mintzberg, 1973)– observations of how management
spent their time
Good method in area of business
Do people act differently if they know they are being observed?
Two types: overt & covert
Ways of recording: Diary method or checklist
*
Advantages:
Reality - covers events in real timeContextual - covers context
of event

Disadvantages:
Time-consumingSelectivity - unless broad coverageReflexivity -
event may proceed differently because it is being observedCost
- hours needed by human observer
Observation
Interviews
Format:
individual; group; telephone; structured or unstructured.
Questions:
carefully planned and structured or semi-structured
Always pilot questions; permission; ethics; recording of
information
Keep an accurate record of stages involved
Advantages:
face-to-face; no misunderstandings; i.e. re-word the question
Disadvantages:
Time consuming; small sample; bias; reliability and validity;
*
Forms of interview

Focus groups
Advantages:
Allows a variety of opinions
Dynamic group can help to generate a number of key themes
Relatively low cost
Rich data
Disadvantages:
Unstructured
Dominant participants
Difficult to develop rapport
Focus may be lost in the discussion
Interviews
Discussion point:
What kind of situations best favour interviews?
What are the key data quality issues and problems associated
with using interviews?
How might these be overcome?

Type of Questions
Open questions- allows interviewee to provide extensive answer
- Include: what, how, why questions
Probing questions- To explore responses further and to focus on
direction:
- e.g. That’s interesting”… “Tell me more about”
Closed questions
- To obtain specific information,
- What, How many, How much, Yes/ No
Some Interview QuestionsRelated to the service quality do you
think the performance of your store is typical comparing with
the performance of the Retail Sector generally ?In your view,
what are the most important factors affecting the service quality
in your store ? And why? How do you satisfy your customers’
needs and expectations? In what ways do you consider the
present system of communication appropriate for your
organisation? Why/ why not?Do you have any partnerships with
other clients or organisations? If not, why not?How many
people responded to the customer survey?

Case studies
Defined as :
“An enquiry which uses multiple sources of evidence. It
investigates a contemporary phenomenon within its real life
context when the boundaries between phenomenon and context
are not clearly evident” (Johnson, 1994)
Usually interviews and observation
*
*
Case Study
Single case is appropriate where:
it represents the critical case in testing a well-formulated
theory, or
the case is extreme or unique, or
the case is revelatory (the phenomenon was previously
inaccessible to investigation)
Multiple case (max 4 ) should be selected so that it:
predicts similar results (a literal replication), or
produces contrasting results but for predictable reasons (a
theoretical replication)
Revelatory- the case is revealing something
*
Holistic vs. embedded

case studies
Relevant to both single and multiple case studies
Holistic: a global approach with only one unit of analysis (e.g.
an organisation
Embedded or nested: more than one unit of analysis within a
case (e.g. the organisation as well as its employees, services,
clients, programmes, etc.)
Selection of Cases
Every case should serve a specific purpose within the overall
scope of inquiry
Yin (2003)suggests that multiple cases should be considered as
one would consider multiple experiments, following a
"replication" logic
Case Study DatabaseA way of organising and documenting the
data collected in a case studyIncreases the reliability of the case
studyCould include, for example:
Typed records of the interviews
Audio tapes of the interviews
Documents retrieved from the cases
Background information to the case study organisations

Summary
Observations
Interviews- various- structured, semi-structured
One-one interviews
Group interviews- Focus groups
Case Studies
Single
Multiple
*
analysing qualitative data
A plan for data collection
What do I need to know?
Why do I need to know this?
What kind of data will answer the questions?
Where can I find the data?

Whom do I contact for access?
What time line is there for acquiring the data?
Is qualitative data analysis a science , an art or a craft?
The focus is on text…
“Qualitative analysis transforms data into findings. No formula
exists for that transformation. Guidance, yes. But no recipe.
Direction can and will be offered, but final destination remains
unique for each inquirer, known only when- and if- arrived
at”… (Patton 2002:432)
Interpretation is a complex and dynamic craft. It requires
abundance of patient plodding and …discipline..
(After Miller and Crabtree 1999)

Main Elements of Analysis of Qualitative Data (after Morse,
1994)
Comprehending
full understanding of the setting, culture & study topic before
research begins
Synthesising
drawing together of different themes from the research and
forming them into new integrated patterns
Theorising
constant development and manipulation of malleable theoretical
schemes until the ‘best’ theoretical scheme is developed
Re-contextualising
process of generalisation so that the emerging theory can be
applied to other settings and populations
Qualitative data analysis
More simply
Qualitative analysis
involves disaggregating the qualitative data which
you collect, as you collect them, into meaningful and related
parts or categories.
This means:
Systematically rearranging and rigorously analysing these

data….
It is about:
Transforming the nature of the data in order to…
comprehend and manage them; and so
Merging related data drawn from different transcripts and
notes;
Adapted from Saunders et al most
editions
Qualitative data analysis
Identifying key themes or patterns from them for further
elaboration;
Developing &/or testing hypotheses based on these
apparent patterns or relationships;
Drawing & verifying conclusions
Adapted from Saunders et al most editions
The process involves:
categorisation

unitising data
recognising relationships & developing categories to facilitate
this
developing and testing hypotheses to reach conclusions
Qualitative Data Analysis
Main challenges in qualitative data analysis are to
reduce the data
structure the data
detextualise the data
Techniques for managing data- a variety of terms
Coding: the process by which items or groups of data are
assigned codes
Annotating: the process by which written material is altered by
the addition of notes or comments
Labelling: where there is an analytical scheme being developed
- significant passages, statements, words, etc., eg in interview
transcripts, are labelled to further direct analyses
Selection: key process in management of data through which
interesting significant, unusual or representative items are
selected to make arguments
Summary: process where a synopsis or précis of whole data set
is presented
( Baxter et al, 1996)

Techniques for managing data- a variety of terms
Describing - context of action, intentions of social actors &
processes in which social action is embedded
Classifying - give meaning by assigning bits of data to codes &
themes
Connecting - categorized or coded data analysed in terms of
patterns & connections that emerge
(Dey 1993)
Description - what is going on,
Analysis - expand & extend descriptive account - search for
themes & patterns from the data
Interpretation - offer own account of what is going on -
understanding & explanation is sought
(Wolcott 1994)
Strategies for Qualitative Analysis
Using a theoretical or descriptive framework
when using existing theory to formulate research question,
should also use theoretical prepositions as means to devise a
framework to help organize and direct data analysis
identify main variables, themes, components and issues in
research project and possible relationships between them
Exploring without a pre-determined theoretical or descriptive

framework
grounded theory approach
(Hussey & Hussey, 1997)
Grounded Theory
Philosophical approach
grounded theory analyst believes social organization of the
world is integrated - aim is to discover these processes of
socialisation - unlike deductive approach no need for
preconceived theorising
Role of data in developing theory
to understand processes of socialisation researcher, through
process analysis looks for explanations/indicators which when
synthesised can explain most of the variation in the data
researcher reveals and communicates the conceptual issues
which are of importance to the area of study, and which are
buried in the mass of data
(Connell & Lowe, 1996, Grounded Theory…)
Content Analysis
A way of systematically converting text to numerical variables
for quantitative data analysis. Process best based on analysis &
theoretical understanding of the substance of text. Two stages:
Sampling & construction of a coding frame
Examine text for specific words or phrases
eg interview transcripts, minutes of meetings

Examine text for themes/issues,
Examine documents, eg newspapers, company
reports - for specific items, eg articles dealing
with redundancies, work place discrimination
Measure the time allocated to specific issues,
eg time allocated in meetings, news broadcasts
Word/phrase
Theme
Item
Time
Coding unit
Example
Adapted from Hussey & Hussey, 1997
Some sources for Qualitative research
Hussey, J. & Hussey, R. (1997 and other editions) Business
research: A practical guide for undergraduate and postgraduate
students, Basingstoke
Saunders, M., Lewis, P., & Thornhill, A. (1997 and other
editions), Research methods for business students, London,

Pitman
Dey, I. (1993) qualitative data analysis: A user friendly guide
for social scientists, London, Routledge
Miles, M.B., & Huberman, A.M. (1994) Qualitative data
analysis: An expanded sourcebook, 2nd ed., Thousand Oaks,
CA, Sage
Silverman, D. (1993 and other editions) Interpreting qualitative
date: methods for analysing talk, text and interaction, London,
Sage
Sampling and Sampling Methods- Lecture
Materials edited / prepared by Dr. Norman Peng
To understand the need for samplingTo understand probability
and non-probability sampling methodsTo understand the
characteristics of different sampling methodsTo identify the
sampling methods used by researchers
Learning objectives
Population
Can we get everyone’s opinion / input?
Do we need to ask everyone’s opinion / input?

Before sampling…
Sampling
Sampling
Saunders et al., (2013)
Common probability sampling methods
1. Simple random
Need good sampling frame
2. Systematic
3. Cluster
Postcode, departments within a company
4. Stratified
Quite difficult to do
http://www.bbc.co.uk/schools/gcsebitesize/maths/statistics/samp
linghirev3.shtml

Unbiased, but expensive Geographically constrained area
Youtube:
-https://www.youtube.com/watch?v=be9e-Q-jC-0
How many?
Sample size calculator
https://www.surveymonkey.com/mp/sample-size-calculator/
Common non-probability sampling methodsConvenient
Purposive Network (snowball)Quota
Other things to consider
Sampling
Selecting a probability sample
Note: Simple random sampling ideally requires a sample size of
over a few hundred
Sampling
Selecting a non-probability sampling technique

*
Examples:
Kerrane, B., Bettany, S.M., and Kerrane, K. (2015),"Siblings as
socialization agents", European Journal of Marketing, Vol.49,
No.5/6, pp.713 – 735.
Luo, Y., and Deng, J. (2008), “The New Environmental
Paradigm and nature-based tourism motivation”, Journal of
Travel Research, Vol.46, No. May, pp.392-402.
Truong, Y., McColl, R. (2011), “Intrinsic motivations, self-
esteem, and luxury goods consumption”, Journal of Retailing
and Consumer Services, Vol.18, pp.555-561.
Chen, A., Peng, N., and Hung, K-P. (2015), “Managing
salespeople strategically when promoting new products-
Incorporating market orientation into a sales management
control framework”, Industrial Marketing Management, Vol.47,
pp.147-155.
Nam, J., Ekinci, Y., and Whyatt, G. (2011), “Brand equity,
brand loyalty and consumer satisfaction”, Annals of Tourism
Research, Vol.38, No.3, pp.1009-1030.
Where can you find sampling method/s?
GOOD LUCK with your Research!!!
Applied Business Research &
Analysis (Lecture Week 4)

Secondary Data sources and Published Business Research
sources, Evaluation and Analysis
Dr. Sean Chung
BSc, MSc, PhD
Lecturer in Marketing
Room 213, Maxwell Building, Salford Business School,
University of Salford, The Crescent, Salford, Manchester, M5
4WT, UK
t: +44 (0)161 295 7075 | e: [email protected]
mailto:[email protected]
Primary vs. Secondary Data
• Primary data are originated by a researcher for the specific
purpose of addressing the problem at hand.
• Secondary data are data which have already been
collected for purposes other than the problem at hand.
These data can be located quickly and inexpensively.
Copyright © 2015 Pearson Education
Secondary data are of primary importance in
marketing research.
Uses of Secondary Data

• Identify the problem
• Better define the problem
• Develop an approach to the problem
• Formulate an appropriate research design (for example, by
identifying the key variables)
• Answer certain research questions and test some hypotheses
• Interpret primary data more insightfully
• Applications include economic-trend forecasting, corporate
intelligence, international data, public opinion, and historical
data.
• See www.secondarydata.com
http://secondarydata.com/
The Balancing Act with Secondary Data
POTENTIAL
ADVANTAGES
POTENTIAL
DISADVANTAGES

racy
• May enhance existing primary data
• May achieve research objective
Benefits of Secondary Data
http://r.search.yahoo.com/_ylt=A2KLj.s.nA1VsF4AvNVWBQx.;
_ylu=X3oDMTBtaTBhcHJnBHNlYwNmcC1pbWcEc2xrA2ltZw
RpdAM-
/RV=2/RE=1426984127/RO=11/RU=http:/mayankbhatiaahm.blo
gspot.com/2010_08_12_archive.html/RK=0/RS=NFTLvZi7xfpsi
VeljGhSHfyL.xo-
http://r.search.yahoo.com/_ylt=A2KLj.s.nA1VsF4AvNVWBQx.;
_ylu=X3oDMTBtaTBhcHJnBHNlYwNmcC1pbWcEc2xrA2ltZw
RpdAM-
/RV=2/RE=1426984127/RO=11/RU=http:/mayankbhatiaahm.blo
gspot.com/2010_08_12_archive.html/RK=0/RS=NFTLvZi7xfpsi
VeljGhSHfyL.xo-
Disadvantages of Secondary Data
• Incompatible reporting units… need
zip code data and only have County
data.
• Measurement units do not match,
e.g., need per capita income and only
have household income.

• Class definitions are not usable, e.g.,
need to know percent of population
with income above $100k and only
have $50k and over.
• Data are outdated.
http://r.search.yahoo.com/_ylt=Az_6xdgxng1VHxAAw21WBQx
.;_ylu=X3oDMTBtaTBhcHJnBHNlYwNmcC1pbWcEc2xrA2ltZ
wRpdAM-
/RV=2/RE=1426984625/RO=11/RU=http:/newenergy.springbret
t.net/disadvantages-of-solar-
energy/RK=0/RS=BaSMFYOImblseESUiXnyyUBoClU-
http://r.search.yahoo.com/_ylt=Az_6xdgxng1VHxAAw21WBQx
wRpdAM-
/RV=2/RE=1426984625/RO=11/RU=http:/newenergy.springbret
t.net/disadvantages-of-solar-
energy/RK=0/RS=BaSMFYOImblseESUiXnyyUBoClU-
Advocacy Research
ADVOCACY RESEARCH
Research conducted to support a position rather
than to find the truth about an issue.
Advocacy research is blatantly unethical.
Common Research Objectives
For Secondary Data Studies
Fact Finding - Identifying consumption patterns

- Tracking trends
Model building - Estimating market potential
- Forecasting sales
- Selecting trade areas and sites
Data Base Marketing - Development of Prospect Lists
- Enhancement of Customer Lists
Fact Finding
• IDENTIFY CONSUMER
BEHAVIOR
• TREND ANALYSIS
• ENVIRONMENTAL
SCANNING
Model Building
• MARKET
POTENTIAL
• FORECASTING
SALES
• ANALYSIS OF
TRADE AREAS

Database Marketing
Practice of
maintaining a
customer
data base:
• Names
• Addresses
• Past
purchases
• Responses
to past
efforts
• Data from
numerous
sources
http://r.search.yahoo.com/_ylt=A2KLktmVqA1VrXwAzapWBQ
x.;_ylu=X3oDMTBtaTBhcHJnBHNlYwNmcC1pbWcEc2xrA2ltZ
wRpdAM-
/RV=2/RE=1426987286/RO=11/RU=http:/www.metricagroup.co
m/services/marketing-optimization/data-services/centralized-
data-hub/RK=0/RS=CNXXy6tQy3m1C765JquntQgHHbQ-
http://r.search.yahoo.com/_ylt=A2KLktmVqA1VrXwAzapWBQ
wRpdAM-
/RV=2/RE=1426987286/RO=11/RU=http:/www.metricagroup.co
m/services/marketing-optimization/data-services/centralized-
data-hub/RK=0/RS=CNXXy6tQy3m1C765JquntQgHHbQ-
Database Marketing and CRM

1. These databases provide
the essential tool needed
to nurture, expand, and
protect the customer
relationship
2. Databases also serve as a
foundation for developing
marketing programs
3. Databases allow marketers
to capture and track
customer profiles and
purchase detail.
http://r.search.yahoo.com/_ylt=A2KLktmVqA1VrXwA56pWBQ
wRpdAM-
/RV=2/RE=1426987286/RO=11/RU=http:/www.speedlinesolutio
ns.com/home/speedline_blog/postid/198/pizza-point-of-sale-
marketing-from-the-pos-
database.aspx/RK=0/RS=5ZAO41z4o3abb.mfjsbyH3PSVnY-
http://r.search.yahoo.com/_ylt=A2KLktmVqA1VrXwA56pWBQ
wRpdAM-
/RV=2/RE=1426987286/RO=11/RU=http:/www.speedlinesolutio
ns.com/home/speedline_blog/postid/198/pizza-point-of-sale-
marketing-from-the-pos-
database.aspx/RK=0/RS=5ZAO41z4o3abb.mfjsbyH3PSVnY-
Database Marketing
Ethical Issue?
How much
information

should
companies
have about
consumers?
• Wider DATA Mining
hhttp://www.hendrikspeck.com/press/data-mining-you-to-death-
does-google-know-too-much/
hhttp://www.hendrikspeck.com/press/data-mining-you-to-death-
does-google-know-too-much/
Searching for Secondary Data
• Identify what you want to know and
what you already know about your
topic
• Develop a list of key terms and names
• Search several of the general guides,
directories, and Web sites for papers
and/or reports
• Compile the literature you have found.
Rework your list of key words and
authors if necessary
• Consult the reference librarian
• Consult the various directory guides
• Identify authorities in the area and
consult them

STEPS:
http://r.search.yahoo.com/_ylt=A2KLj9JZsg1VL2MAjqBWBQx.
;_ylu=X3oDMTBtaTBhcHJnBHNlYwNmcC1pbWcEc2xrA2ltZw
RpdAM-
/RV=2/RE=1426989786/RO=11/RU=http:/utahultimate.org/high
-school-power-rankings-week-2/down-arrow-
red/RK=0/RS=yYBCyNRwvAaZnEtzOt_liCApkWw-
http://r.search.yahoo.com/_ylt=A2KLj9JZsg1VL2MAjqBWBQx.
;_ylu=X3oDMTBtaTBhcHJnBHNlYwNmcC1pbWcEc2xrA2ltZw
RpdAM-
/RV=2/RE=1426989786/RO=11/RU=http:/utahultimate.org/high
-school-power-rankings-week-2/down-arrow-
red/RK=0/RS=yYBCyNRwvAaZnEtzOt_liCApkWw-
A Classification of Secondary Data
Secondary
Data
Internal
Data Warehousing
& Data Mining
Customer
Databases
Business/
Nongovernment
Government

Syndicated
Services
Social Media
External
CRM &
Database Marketing
Most studies should begin with a
search for internal secondary data.
Types of Secondary Data
– Internal databases
(files, records, reports, etc.)
Database:
Records Fields
Sales records
Scanner data
Sales reports
Data mining
External Secondary Data

• Created, recorded, or generated by an entity other than
the researcher’s organization
• Trade associations
• Newspapers and journals
• Libraries
• The internet
• Vendors
• Producers
• Media sources
• Books and periodicals
• Government sources
• Commercial sources
Professional Organizations and Libraries
• Association of Market
Survey Organizations,
British Institute of
Management,
Confederation of British
Industry, Chartered
Institute of Marketing,
Institute of Practitioners in
Advertising, Advertising
Association, Market
Research Society.
• Main libraries in major UK
cities.
http://r.search.yahoo.com/_ylt=Az_6xdkznA5VXQ8AP0BWBQx

wRpdAM-
/RV=2/RE=1427049652/RO=11/RU=http:/www.spyghana.com/c
im-advises-organizations-embrace-technology-based-
marketing/RK=0/RS=0HqbViBK.GYygDLBYxC_drkzvuY-
http://r.search.yahoo.com/_ylt=Az_6xdkznA5VXQ8AP0BWBQx
wRpdAM-
/RV=2/RE=1427049652/RO=11/RU=http:/www.spyghana.com/c
im-advises-organizations-embrace-technology-based-
marketing/RK=0/RS=0HqbViBK.GYygDLBYxC_drkzvuY-
http://r.search.yahoo.com/_ylt=A2KLj9N2nA5VS1MAoYJWBQ
wRpdAM-
/RV=2/RE=1427049719/RO=11/RU=http:/ronamoroso.blogspot.
com/2010/10/idea-national-digital-
library.html/RK=0/RS=j7s_9mWba4xmHd026QKRwu8FK5Q-
http://r.search.yahoo.com/_ylt=A2KLj9N2nA5VS1MAoYJWBQ
wRpdAM-
/RV=2/RE=1427049719/RO=11/RU=http:/ronamoroso.blogspot.
com/2010/10/idea-national-digital-
library.html/RK=0/RS=j7s_9mWba4xmHd026QKRwu8FK5Q-
Government and other data sources
Government and other data sources
Standardized Marketing Information
Services
• Commercial sources of secondary data. The data

are usually collected, analyzed, and then sold to
multiple companies. Because the information is
sold to multiple companies, the data must be
“standardized” (as opposed to customized for
individual companies).
•Sometimes referred to as
Syndicated Research
Uses of Standardized Marketing
Information Services
• Attitude and public opinion research—syndicated
services report the findings of opinion polls
• Consumption and purchase behavior data
• Advertising research—readership and audience data
• Profiling customers
• Measuring product sales and market share
• Measuring advertising exposure and effectiveness
Profiling Customers
• GEODEMOGRAPHY: The availability of demographic,

consumer-behavior, and lifestyle data by arbitrary
geographic boundaries that are typically quite small.
• Geodemographers aggregate data from
multiple sources and then make
information available, typically in the
form of maps.
Type of Individual/Household Level
Data Available from Syndicated Firms
I. Demographic Data
- Identification (name, address, telephone)
- Sex
- Marital status
- Names of family members
- Age (including ages of family members)
- Income
- Occupation
- Number of children present
- Home ownership
- Length of residence
- Number and make of cars owned

Type of Individual/Household Level
Data Available from Syndicated Firms
II. Psychographic Lifestyle Data
- Interest in golf
- Interest in winter skiing
- Interest in book reading
- Interest in running
- Interest in bicycling
- Interest in pets
- Interest in fishing
- Interest in electronics
- Interest in cable television
There are also firms such as Dun & Bradstreet and American
Business
Information which collect demographic data on businesses.
Commercial Sources
• Key Note:
• Market Research Reportd

• Company Information:
www.keynote.co.uk
• Mintel:
• Market Intelligence Reports
www.mintel.com
http://www.keynote.co.uk/
http://www.mintel.com/
https://www.keynote.co.uk/
https://www.keynote.co.uk/
https://youtu.be/Nk_sU3M-h4Y
https://youtu.be/Nk_sU3M-h4Y
Commercial Sources
• Market share data
companies like A.C.
Nielsen provide
information about sales
volume and brand share
over time
• Demographic and census
updates—many
organizations supply
census updates, in easy-to-
use or custom formats
https://www.youtube.com/watch?v=NGUyPueEduc
https://www.youtube.com/watch?v=NGUyPueEduc
https://youtu.be/c0o3oHmqNOc

https://youtu.be/c0o3oHmqNOc
A Classification of Syndicated Services
Unit of Measurement
Households/
Consumers
Institutions
Scanner Panels
with Cable TV
Psychographic
& Lifestyles
General
Advertising
Evaluation
Syndicated Data
from Households/Consumers
Surveys Volume
Tracking Data
Scanner Panels
Electronic scanner
servicesPurchase Panels Media Panels
Purchase/Media

Panels
A Classification of Syndicate Services:
Households/ Consumers
Classification of Syndicated Survey
Research
Surveys by Syndicated Firms
Periodic Panel
General
Advertising
Evaluation
Psychographic and
Lifestyles
A Classification of Syndicate Services:
Institutions
Syndicated Data
from Institutions
Retailers Wholesalers

Industry
Services
Audit
Services
Direct
Inquiries
Clipping
Services
Corporate
Reports
Type Characteristics Advantages Disadvantages Uses
Surveys Surveys
conducted at
regular intervals
Most flexible way
of obtaining data;
information on
underlying
motives

Interviewer
errors;
respondent
errors
Market
segmentation;
advertising theme
selection, and
advertising
effectiveness
Purchase
Panels
Households
provide specific
information
regularly over an
extended period
of time;

respondents
asked to record
specific
behaviors as
they occur
Recorded
purchase
behavior can be
linked to the
demographic/
psychographic
characteristics
Lack of
representative-
ness; response
bias; maturation
Forecasting sales,
market share, and

trends; establishing
consumer profiles,
brand loyalty, and
switching;
evaluating test
markets,
advertising, and
distribution
Media
Panels
Electronic
devices
automatically
recording
behavior,
supplemented

by a diary
Same as
purchase panel
Same as
purchase panel
Establishing
advertising rates;
selecting media
program or air
time; establishing
viewer profiles
Scanner
Volume
Tracking
Data
Household
purchases are
recorded

through
electronic
scanners in
supermarkets
Data reflect
actual
purchases;
timely data; less
expensive
Data may not be
representative;
errors in
recording
purchases;
difficult to link
purchases to
elements of
marketing mix

other than price
Price tracking,
modeling;
effectiveness of in-
store modeling
Scanner
Diary
Panels
with
Cable TV
Scanner panels
of households
that subscribe to
cable TV
Data reflect actual

purchases;
sample control;
ability to link
panel data to
household
characteristics
Data may not be
representative;
quality of data
limited
Promotional mix
analyses; copy
testing; new-
product testing;
positioning
Audit
Services
Verification of

product
movement by
examining
physical records
or performing
inventory
analysis
Relatively precise
information at the
retail and
wholesale levels
Coverage may be
incomplete;
matching of data
on competitive
activity may be
difficult
Measurement of

consumer sales and
market share;
competitive activity;
analyzing
distribution patterns;
tracking of new
products
Institut-
ional
Syndicated
Services
Data banks on
industrial
establishments
created through

direct inquiries
of companies,
clipping
services, and
corporate
reports
Important
source of
information on
industrial firms;
particularly
useful in initial
phases of the
projects
Data is lacking
in terms of
content,
quantity, and

quality
Determining
market potential
by geographic
area; defining
sales territories;
allocating
advertising budget
Combining data from different syndicated sources
compensates for the weaknesses of one method
with the strengths of another.
International Marketing Research
(Cont.)
• In formulating a research
design, considerable effort
is required to ensure the
equivalence and
comparability of secondary
and primary data obtained
from different countries.

(Cont.)
• The problems with data compatibility are even more
pronounced when dealing with secondary data from
international sources.
• Differences in units of measurement for such common
economic statistics as personal disposable income make
comparisons between two countries difficult.
• The accuracy of secondary data might also vary with the
level of industrialization in a country.
• The taxation structure and the extent of tax evasion
affect reported business and income statistics.
• The measurement frequency of population census data
varies considerably.
(Cont.)
• For companies considering expansion internationally or
managing existing international ventures, one of the first
steps toward understanding and monitoring these
markets can be through syndicated sources.
• Many of the same major syndicated firms operating in
the United States/UK, e.g., Nielsen, have invested heavily
in creating data collection systems to support their

internationally operating clients.
• Nielsen has made huge investments in European
markets over the past 30-plus years, introducing
scanner and tracking services at the retail level.
ABRA
Week 3
research design, methods…
SS
Research Design and
Method
Research design
Research design is the way research questions and objectives
are developed within a research project.

This is called research design process.
It involves a set of decisions that need to be considered for
any research project…
Clear objectives derived from the research question
Sources of data collection
Constraints and ethical issues
Valid reasons for the choice of design
What do we need to consider in this process?
Some questions to consider for deciding on a research idea and
project:
Is the topic something with which you are really interested in?
Do you have, or can you develop it within the set time frame?
Are you reasonably certain of being able to gain access to data
you are likely to require for this topic?
Does your topic contain issues that have a clear link to theory?

Are you able to state your research question(s) and objectives
clearly?
Research Onion
*
Paradigms
Positivist
Facts
Objective
Quantitative
Laws &
regularities
Anti-positivist
Meanings
Interpretive
Qualitative
Understanding & description
Causality - relation between an event (the cause) and a second
event (the effect)
Structure and agency
Knowledge & social research

*
Ontology: assumptions about the nature of reality. i.e. how we
understand the world
Epistemology: assumptions about ‘how we come to know’; how
knowledge is created
Axiology: assumptions about the value system, researcher’s
values
Methodology: combination of methods used to gain knowledge
Methods: individual techniques for data collection and analysis
Paradigm and assumptions:
Ontology:
Assumptions about the nature of reality. i.e. how we understand

the world
Discussion Point:
What do these two statements mean to you?
Reality exists externally and its properties can be and should be
measured through objective methods
Reality is not objective and exterior, but is socially constructed
and given meaning by people
( 10 mins)
Epistemology:
‘how we come to know’; how knowledge is created
a) Knowledge is socially constructed, and the interpretations
of the participants [subjective] and the investigator may
contribute partially to the knowledge of the phenomenon being
investigated, but does not represent an ultimate reality about the
phenomenon.
b) The social world is believed to be composed of simple
cause and effect relationships and interactions that effect one
another in a scientific manner. This can only be understood by
using rigorous procedures that are scientific, objective and
neutral.

Inductive and deductive overview:
Source: Claudio Vignali, Mike Zundel, (2003)
Exploratory research
Descriptive studies
Explanatory studies
Classification of the research purpose
Exploratory study –what is happening; to seek new insights, to
ask questions and to assess phenomena in a new light.
Descriptive study: to portray an accurate profile of persons,
events or situations. Explanatory study: studying a situation or a
problem in order to explain the relationships between variables.
How did this viral begin? What sort of people affected? Was
Ebola going to spread internationally?
Survey
Case study
Grounded theory
Ethnography
Action research
Experiment
Archival research
Research Strategies

Survey: key features
Popular in business researchPerceived as authoritativeAllows
collection of quantitative dataData can be analysed
quantitatively Samples need to be representativeGives the
researcher independence
Research Strategies
Research Strategies
Case Study: key features
Provides a rich understanding of a real life context
Uses and triangulates multiple sources of data
A case study can be categorised in four ways
and based on two dimensions:
single case v. multiple case
holistic case v. embedded case
(Yin et al. 2003)
Ethnography: key features
Aims to describe and explain the social world inhabited by
the Researcher
generally takes place over an extended time period
is naturalistic

involves extended participant observation
Research Strategies
Grounded theory: key features
Grounded theory may be defined as:
“The discovery of theory from data systematically obtained
from social research” (Glaser and Strauss 1967: 2)
Develops theory from data generated by
observations
It is an interpretative process, not a logic-deductive one
Suddaby, (2006)
Research Strategies
Research Strategies
Action research: key features
Research IN action - not ON actionInvolves practitioners in the
researchThe researcher becomes part of the
organisationPromotes change within the organisationCan have
two distinct foci (Schein, 1999) – the aim of the research and
the needs of the sponsor

The action research spiral
An experiment will involve
Definition of a theoretical hypothesisSelection of samples from
known populationRandom allocation of samplesIntroduction of
planned intervention Measurement on a small number of
dependent variablesControl of all other variables
Research Strategies
Archival research: key features
Uses administrative records and documents as the principal
sources of data
Allows research questions focused on the past
Constrained by the nature of the records and documents
Research Strategies
Figure 5.4 Research choices
Research method Choices

are broad statements of a desired research outcome(s), or the
general intentions of the research, which 'paint a picture' of
your research project…
emphasis is on what is to be accomplished and not how it is
to be accomplished…
address the macro project outcomes, they should capture the
aspirations and expectations of the research topic…
Developing research Aims,
Objectives and Questions
Seek to understandDiscover Explore Describe
Objectives… language
Determine Establish ExamineInvestigate Evaluate Develop
Analyse
objectives are subsidiary to aims and:
are the steps you are going to take to answer your research
questions or a specific list of tasks needed to accomplish the
goals of the project…

emphasise how the aims are to be achieved.
must be highly focused and feasible…
address the more immediate project outcomes…
make accurate use of concepts….
must be sensible and precisely described…
should read as a set of statements to convey your intentions…
Developing research Aims, Objectives and Questions
Research questions will emerge from the objectives and can
shape the objectives….
They need to :
have Clarity and clear scope
be Manageable
be related to assumptions
be related to previous research
be Ethical
have practical use , be relevant
be of interest to you

Aspects to consider
Reliability
Validity
Generalisability
Credibility of research findings
Construct validity - whether the correct operational measures
have been established for the issues being investigated.
Specifically, construct validity is largely based on whether the
data collection instrumentation was appropriate for the research.
External validity denotes the extent to which the research
findings can be generalised Internal validity concerns the
applicability of the data analysis techniques to the issues being
investigated. Reliability demonstrates the repeatability of
research elsewhere
Credibility of research findings
Validity is concerned with the extent to which the research
findings present a true picture of what is being studied and what
is really happening in the situation
(Cunningham, 1988, 312; Hussey and Hussey, 1997').
Note that:

‘The research design should not subject the research population
to embarrassment, harm or other material disadvantage’
Research design ethics
Saunders et al, (2009)
Task 1
Discussion -
Can the approach to the study of social world, including that
of management and organisation be the same as the approach to
studying the natural sciences?
10 mins
Draw up a simple matrix with the following headings for your
potential research report/project:
Research aims and objectivesResearch questionsTheory/
Theories Your approach: Inductive/ Deductive Data Collection
MethodsAny possible issues related to data collection
Task 2

Analysis (Lecture Week 2)
Management Decision-Making and the Scope and Purpose of
Business Research
Dr. Sean Chung
BSc, MSc, PhD
4WT, UK
The Business/Marketing Research Process
Step 6: Preparing & Presenting the Report
Step 5: Preparing & Analyzing Data

Step 4: Doing Field Work/ Collecting Data
Step 3: Formulating a Research Design
Secondary & Syndicated
Data Analysis
Qualitative Research
Survey & Observation
Research
Experimental Research Measurement & Scaling
Questionnaire & Form
Design
Sampling Process &
Sample Size
Preliminary Plan of Data
Analysis
Step 2: Developing an Approach to the Problem
Step 1: Defining the Problem
Problem Definition & Approach
Development Process
Tasks Involved

Qualitative
Research
Discussions with
Decision Makers
Interviews with
Experts
Secondary Data
Analysis
Environmental Context of the Problem
Step 1: Problem Definition
Management Decision Problem
Step 2: Approach to the Problem
Step 3: Research Design
Research
Questions and Hypotheses
Analytical Framework
and Models
Specification of
Information Needed
Business Research Problem

Tasks Involved in Problem Definition
• Discussions with Decision Makers
• Interviews with Industry Experts
• Secondary Data Analysis
• Qualitative Research
Problem definition
begins with discussions
with the key decision
makers(s).
“The formulation of the problem is often more essential
than its solution.” – Albert Einstein
Conducting a Problem Audit
Corporate Decision-Making Culture
How Will Each Item of Information Be Used by the DM?
Information Needed to Answer the DM’s Questions

Nature of Potential Actions Based on Research
Criteria for Evaluating Alternative Courses
Alternative Courses of Action Available to DM
History of the Problem
Discussion Between the Researcher
and the DM
Focus of the DM
Symptoms
• Loss of Market Share
Focus of the Researcher
Underlying Causes
• Superior Promotion by
Competition
• Inadequate Distribution
of Company’s Products
• Lower Product Quality
• Price Undercutting by a

Major Competitor
Discussion
After the recession of 2008-2010, many consumers have
become price and value conscious leading to a loss of market
share for prestigious department stores.
Problem Defn Based on Symptoms Can Be
Misleading
Firm Symptoms
Based on
Symptoms
Based on
Underlying Causes
Manufacturer
of orange
soft drinks
Consumers
say the
sugar

content is
too high
Determine
consumer
preferences for
alternative levels of
sugar content
Color. The color of the
drink is a dark shade of
orange giving the
perception that the
product is too “sugary.”
Manufacturer
of machine
tools
Customers
complain
prices are

too high
Determine the price
elasticity of demand
Channel management.
Distributors do not have
adequate product
knowledge to
communicate product
benefits to customers.
Factors to be Considered in the
Environment Context of the Problem
Marketing and Technological Skills
Economic Environment
Legal Environment
Buyer Behavior
Objectives of the Decision Maker

Resources and Constraints
Past Information and Forecasts
• Asks what the decision
maker needs to do
• Action oriented
• Focuses on symptoms
• Asks what information is
needed and how it should
be obtained
• Information oriented
• Focuses on the underlying
causes
Management Decision Problem vs.

Management Decision Problem and the
Corresponding Business Research
Problem
• Should a new product be
introduced?
• Should the advertising
campaign be changed?
• Should the price of the
brand be increased?
• To determine consumer
preferences and purchase
intentions for the proposed new
product.
• To determine the effectiveness
of the current advertising
campaign.

• To determine the price elasticity
of demand and the impact on
sales and profits of various
levels of price changes.
Management Decision Problem and the
Corresponding Business Research
Problem
Should Harley-Davidson
invest to produce more
motorcycles?
To determine if customers
would be loyal buyers of
Harley-Davidson in the long
term.
Errors in Defining the Business Research

Problem
Common
Errors
Problem Definition is
Too Broad
• Does Not Provide
Guidelines for
Subsequent Steps
• e.g., Improving the
Company’s Image
Problem Definition is
Too Narrow
• May Miss Important
Components of the
Problem
• e.g. Changing Prices in
Response to a
Competitor’s Price
Change
Proper Definition of the Business
Research Problem

Broad
Statement
Component 1 Component 2 Component 3
Specific Components
Management Decision Problem and
Symptoms
Management
Decision Problem
Business Research Problem Underlying Causes
Specific
Components
Broad
Statement
Harley-Davidson Example

Management Decision Problem:
• Should Harley-Davidson invest to produce more
motorcycles?
Business Research Problem: Broad Statement
• To determine if customers would be loyal buyers of
Harley-Davidson in the long term.
Harley-Davidson: Specific
Components
Business Research Problem: Specific Components
1. Who are the customers? What are their demographic and
psychographic (lifestyle) characteristics?
2. Can different types of customers be distinguished? Is it
possible to segment the market in a meaningful way?
3. How do customers feel regarding their Harleys? Are all
customers motivated by the same appeal?
4. Are the customers loyal to Harley-Davidson? What is the
extent of brand loyalty?

An analytical model is a set of variables and
their interrelationships designed to represent, in
whole or in part, some real system or process.
Graphical Models
Graphical models are visual.
They are used to isolate variables and to suggest
directions of relationships but are not designed to
provide numerical results.
Awareness
Understanding: Evaluation
Preference
Patronage
Development of Research Questions &
Hypothesis

Components of the
Business Research
Problem
Research
Questions
Hypotheses
Analytical
Framework
and
Models
• Research questions (RQs) are refined statements of
the specific components of the problem.
• A hypothesis (H) is an unproven statement or
proposition about a factor or phenomenon that is of
interest to the researcher. Often, a hypothesis is a
possible answer to the research question.
Research Questions & Hypothesis

Harley-Davidson Example
• RQ: Can the motorcycle buyers be segmented based on
psychographic characteristics?
• H1: There are distinct segments of motorcycle buyers.
• H2: Each segment is motivated to own a Harley for a
different reason.
• H3: Brand loyalty is high among Harley-Davidson
customers in all segments.
Specification of Information Needed
• By focusing on each component of the problem and the
analytical framework and models, research questions,
and hypotheses, the researcher can determine what
information should be obtained.
Specification of Information Needed

• Component 1
• Component 2
•
•
• Component n
• RQs for
Component 1
• RQs for
Component 2
•
•
•
• RQs for
Component n
• Hypotheses for
Component 1
• Hypotheses for
Component 2

•
•
• Hypotheses for
Component n
• Info needed for
Component 1
• Info needed for
Component 2
•
•
•
• Info needed for
Component n
Business
Research
Problem
Research
Questions
(RQs)
Hypotheses
Specification of
Info Needed

Harley-Davidson: Specification of
Information
Component 1
• Ownership of motorcycles (Harley-Davidson and its
competitors). Interest in potentially owning a motor cycle if
they do not currently have one.
• Standard demographic characteristics (e.g., gender, marital
status, household size, age, education, occupation, income,
and type and number of automobiles owned) and
psychographic characteristics. Psychographic characteristics
include outdoor and recreational activities, family orientation,
and attitude toward adventure.
Harley-Davidson Example (Cont.)
Component 2
• No new information to be collected. The segment can be
identified based on information obtained for the first
component.
Component 3
• Ratings of Harley-Davidson motorcycles on image, features,
brand name, and subjective perceptions.

Component 4
• Attitudes towards, preferences for and repurchase of Harley-
Davidson motorcycles.
• Lack of familiarity with the environmental factors of the
country in which the research is being conducted can increase
the difficulty of appropriately defining the problem.
• Many international marketing efforts fail because a problem
audit is not conducted prior to entering the foreign market,
and the relevant environmental factors are not taken into
account.
International Business Research
• While developing theoretical framework, models, research
questions and hypotheses, remember that difference in the
environmental factor, especially the sociocultural
environment, can lead to difference in the formation of
perceptions, attitudes, preferences and choice behavior.
• For example, orientation toward time varies considerably
across cultures, which can influence perceptions and
preferences for convenience foods.

International Business Research (Cont.)
Motorcycles are used for recreation in the United
States but as a means of daily transportation in SE
Asia.
Ethics in Business Research
• Potential for ethical conflict between the
marketing researcher and the client.
• Personal interests or hidden agendas of either
stakeholder can lead to ethical dilemmas.
• The client should be forthright in disclosing the
relevant objectives and the purpose for which the
research is being undertaken.
• The researcher should have the best interest of
the client at heart.
• In developing an approach, ethical issues include
using models and approaches developed for
specific projects for other clients.

SalfordBusiness School
Quantitative Research
Data Analysis and Presentation
Seminar
Professor David F. Percy
Illustration of
Google Analytics
Interactive Demonstration of
GapminderWorld
Group Discussion Exercise
and Software Demonstration

of Credit Scoring
Credit scoring data for 1,000 German bank customers (extract)
Credit scoring data for 1,000 German bank customers
(description)
(description)
(description)
(description)
Analysis of credit scoring data using Excel, Minitab and SPSS
Numerical summaries (duration + amount + job + telephone +
credit)
Graphical summaries (duration + amount + job + telephone +
credit)

One-sample test for mean (duration + amount)
One-sample test for proportion (telephone + credit)
Two-sample test for means (duration x credit, amount x credit)
Two-sample test for proportions (telephone x credit)
Correlation and regression (duration x amount)
Chi-square test (job x credit)
Multiple logistic regression (credit x {duration + amount + job
+ telephone})
Qualitative Data Analysis
Week 7 Seminar
sudi
sudi

Data Analysis – What is Coding?
Coding is the process of combing the data for themes, ideas and
categories and then marking similar passages of text with a code
label so that they can easily be retrieved at a later stage for
further comparison and analysis.
Coding the data makes it easier to search the data, to make
comparisons and to identify any patterns that require further
investigation.
sudi
What is Coding?
Coding is the process of combing the data for themes, ideas and
categories and then marking similar passages of text with a code
label so that they can easily be retrieved at a later stage for
further comparison and analysis.
Coding the data makes it easier to search the data, to make
comparisons and to identify any patterns that require further
investigation.
sudi

How to code
Codes can be based on
Themes, Topics
Ideas, Concepts
Terms, Phrases
Keywords
sudi
What to look for when coding
When coding
Researchers have some codes already in mind (deductive)
And
Researchers are also looking for other ideas that seem to arise
out of the data (inductive)
When coding you should ask the following questions
What is going on?
What are people doing?
What is the person saying?
What do these actions and statements take for granted?

sudi
Coding
NO.
WHAT CAN BE CODED
EXAMPLES1Behaviours, specific actsSeeking reassurance,
Bragging2Events – short once in a lifetime events or things
people have done that are often told as a story.Wedding day,
day moved out of home for university, starting first job
3Activities – these are of a longer duration, involve other
people within a particular settingGoing clubbing, attending a
night course, conservation work4Strategies, practice or
tacticsBeing nasty to get dumped,
Staying late at work to get promotion5States – general
conditions experienced by people or found in
organisationsHopelessness “I’ll never meet anyone better at my
age” settling for someone who is not really suitable6Meanings –
A wide range of phenomena at the core of much qualitative
analysis. Meanings and interpretations are an important part of
what directs participants’ actions.
sudi

Example of coded transcript
Volunteering
For instance, we have a group of volunteers, who come every
week to have laughter therapy with the kids. They help kids
relax, lift their spirits and distract a bit. It is hard to have
regular volunteers, but it seems like we came to an agreement
with doctors to organize so-called bedside workshops. Different
artists, photographers and psychologists will be visiting the kids
in the hospital.
Interview 1.4a, Samara Oblast’
sudi
Sampling and Sampling Methods- Seminar
Materials edited / prepared by Dr. Norman Peng
Learning objectives
To strengthen existing knowledge on different sampling
techniques
To identify suitable sampling method/s for different research
scenarios / needs
To identify other researchers’ sampling rationales and

limitations
Key points and questions from the lecture
Exercise 1 (suggest: 20-25 minutes)
Sampling exercises-Please see handout
In your groups, please work on all three questions
source: Saunders et al (2012:293-294, 302-303)
Working individually:
Look at one of the articles of your choice
Make notes of the process used to select the sample for the
survey or interview or focus group.
Note down areas where you feel there is insufficient
information to fully understand the sampling process (e.g. the
total population, size of sample, how the sample were selected,
representatives).
Exercise 2 (suggest: 15-20 minutes)
5
Thank you!!!

Analysis (Seminar 4)
Secondary Data sources and Published Business Research
sources, Evaluation and Analysis
Dr. Sean Chung
BSc, MSc, PhD
4WT, UK
Criteria for Evaluating Secondary Data
• Specifications: Methodology Used to Collect the Data
• Error: Accuracy of the Data
• Currency: When the Data Were Collected
• Objective(s): The Purpose for Which the Data Were
Collected

• Nature: The Content of the Data
• Dependability: Overall, How Dependable Are the Data
Criteria for Evaluating Secondary Data
Criteria Issues Remarks
Specifications/
Methodology
Data collection method
Response rate, Quality
Sampling technique, Size
Questionnaire design
Field work
Data analysis
Data should be
reliable, valid,
and generalizable
to the problem

at hand.
Error Examine errors in:
Approach, Research design,
Sampling, Data collection,
Data analysis, Reporting
Assess accuracy by
comparing data
from different
sources.
Currency Time lag between collection
and publication
Frequency of updates
Census data are
periodically updated
by syndicated firms.
Criteria for Evaluating Secondary Data (cont’d)
Criteria Issues Remarks

Objective Why were the data
collected?
The objective will
determine the
relevance of data.
Nature Definition of key variables
Units of measurement
Categories used
Relationships examined
Reconfigure the
data to increase
their usefulness,
if possible.
Dependability Expertise, credibility,
reputation, and
trustworthiness of the
source.
Data should be
obtained from an
original rather

than an acquired
source.
Challenges in Evaluating and Using Secondary Data
• In groups of 4-5 read the recent article Coca-Cola pouring
millions into scientific research and healthy eating
schemes 'to counter claims its drinks cause obesity’
• Discuss the potential issues and challenges one must be aware
of
when utilizing secondary data.
• How would you go about gathering additional secondary data
to
further enhance your understanding of the subject area and
develop a related research idea?
• Read the article It’s Hard to Count Calories, Even for
Researchers
• What key points are emphasized in this article in terms of the
use
of secondary data and drawing conclusions from relevant
secondary data analyses?
ABRA
seminar
week 3

research design process, aim and objectives, methods…
Some basic research concepts ---prompts
sudi
Research Design
Research design is the way a research question and objectives
are operationalized into a research project.
The research design process involves a series of decisions that
need to combine into a coherent research project…
sudi
Research Onion
after Saunders et al 2009
sudi
Causality : relation between an event (the cause) and
a second event (the effect)
Paradigms

Positivist
Facts
Objective
Quantitative
Laws &
regularities
Anti-positivist
Meanings
Interpretive
Qualitative
Understanding & description
sudi
Research Strategies
Experiment Action research
Grounded theory Survey
Ethnography Case study
Archival research
sudi

sudi
Figure 5.4 Research choices
Research Choices
Source: Queen’s University Belfast website
sudi
“Aims and Objectives
Aims are broad statements of desired outcomes or the general
intentions of the research, which 'paint the picture' of your
research proposal – they:
emphasize what is to be accomplished, not how it is to be
accomplished
address the long-term project outcomes, i.e. they should reflect
the aspirations and expectations of the research topic
Objectives are the steps you are going to take to answer your
research questions or a specific list of tasks needed to
accomplish the goals of the project - they:
emphasize how aims are to be accomplished
must be highly focused and feasible
address the more immediate project outcomes
make accurate use of concepts and be sensible and precisely
described
are usually numbered so that each objective reads as an
'individual' statement to convey your intention”

Week 2 Seminar (w/c 5th October)
Week 2 seminar
The purpose of today’s session
Evaluating the scope and purpose of business / management
research
2. Developing your research idea
Evaluating the scope and purpose of business / management
research
Considering delimitations / boundaries will help you to scope

your research.
Defining the purpose (aim) of your research will help you to
prepare objectives, which will keep your research on track and
should support the achievement of the research aim.
objectives are the steps which lead
you to the main aim of the research
Where can you find examples of business and management
research?
This module requires a lot of background reading
You have access to many books and journals about business and
management research
Look at the module reading list
Use Solar and visit the library
You also have a free subscription to Financial Times
Research studies in academic journals may be longitudinal
and/or require extensive resources. However, they are relevant
and instructive.
So, read studies that relate to your area of research.

Research example from text – Research Methods For Business
Students - Saunders, Lewis & Thornhill (2012 p.27)
Seminar Activity
Read the short review ‘Ageing and Shopping’ (10 minutes)
Get into groups of 4 or 5, discuss the article and answer the
following questions (10-15 minutes)
Which business sector is being researched
What is the main aim of the research
Identify some of the objectives
Identify some delimitations/boundaries of the research
Nominate a spokesperson for your group, each group will
present their findings
2. Developing your research idea
Define the scope of your research by starting with a sector you
are interested in researching –
Public Sector – (government responsibility for the provision of
services)- NHS, Armed Forces, Police, State Schools,

Highways…(funded by tax payers)
Private Sector – business ‘for profit’ sector, large organisations,
SMEs, sole traders…..
Third Sector – non-governmental organisations, non-profit
making, voluntary sector, charities…
Seminar Activity
Use a piece of A4 paper (write your name at the top)
Discuss the sectors with your groups and decide which sector
you would like to research (write it under your name)
Discuss the following questions and write the answers on your
paper
Can you name a few specific businesses in this sector
What kind of problems are you aware of in this sector
Do you think there will be much available background
information
Where will you find background information
What kind of issues might you be interested in researching in
this sector

Seminar Activity
Now it’s time to get some help from your colleagues
Attach your paper to the wall
Everybody now walks around the pages and adds as much help
as possible to each sheet of paper
For example:
other problems associated with the stated sector, additional
organisations, snippets of background information, useful
books, papers, articles you may have read…………….
Final Activity
Review your notes and focus on a preferred research area
Go to the library or a study area and begin to search for
information on your research area
You can begin with general online searches, Google scholar,
and then use SOLAR databases and e-journals.
Stay focused on your research area and begin to build a range of
relevant information
Keep a record of your references, start building your reference

list today.
Dr Suzanne Kane
Maxwell 608a
[email protected]
Applied Business Research & Analysis (Seminar Week 1)
Dr Christos Papanagnou
BSc, BEng, MSc, PhD, MIEEE
Lecturer in Logistics & Supply Chain Management
4WT, UK
Web: http://www.salford.ac.uk/business-school/business-
academics/christos-papanagnou
One of the main aims of Week 1 Seminar is to introduce you to

the research process.
This is the process by which research is carried out.
The steps in the process of undertaking research are generally
the same in every research project.
However, the approaches taken to each
step in the process vary a great deal
from research project to research project.
Seminar Week 1
Model of the Research Process
Seminar Week 1
Business research is the application of social science research
methods in the process of examining business phenomenon
The term ‘research’ connotes patient study and scientific
investigation. The researcher carefully examines data to
discover all that is known on the topic
Business research is an essential tool for management in
virtually all problem-solving and decision-making activities
Business Research Defined
Seminar Week 1
Applied and Basic Business Research
Applied business research is conducted to address a

specific business decision for a specific firm or organization.
Basic business research (sometimes referred to as pure
research) is conducted without a specific decision in mind, and
it usually does not address the needs of a specific organization.
It attempts to expand the limits of knowledge in general, and as
such it is not aimed at solving a particular pragmatic problem.
Seminar Week 1
Business Research in the Twenty-First Century
Business research, like all business activity, continues to
change.
Changes in communication technologies and the trend
toward an ever more global marketplace have played a large
role in many of these changes.
Virtually everyone is “connected” today
Changes in computer technology and IT have made for
easier data collection and data analysis.
Global Business Research
Like all business activities, business research has become
increasingly global as more and more firms operate with few, if
any, geographic boundaries.
Some companies have extensive international research
operations.

Companies that conduct business in foreign countries must
understand the nature of those particular markets and judge
whether they require customized business strategies.
Seminar Week 1
Task 1
Using reports to generate research topic ideas
A report by the British Library’s Business & IP Centre (2009)
has recommended that newly established small firms should be
given some form of tax exemption for their first year or two of
business1. It also suggested that a fast-track scheme should be
created to help firms to patent ideas, and that broadband speeds
must rise2.
Former BBC television programme Dragon’s Den panel member
Doug Richard, who was one of the business experts questioned
in compiling the report, said tax relief was the best way to
provide incentives to aspiring entrepreneurs. He said ‘it takes a
good 18 months of solid work before a new business starts to
really establish itself. If the government is serious about
encouraging enterprise in the UK, then they need to avoid
gimmicks like the VAT cut, and offer start-ups a genuine
exemption from tax until they get their businesses up and
running.’
Other suggestions put forward by the British Library’s report
include an increase in maternity leave subsidies, the creation of
a subsidised national internship scheme, and a plan to make it
more straightforward for small firms to apply for government
contracts
1British Library (2009) Enterprising voices: supporting the

drive for recovery. London: The British Library Business & IP
Centre
2BBC News (2009) New small firms need tax break. November
15. Available at:
http://news.bbc.co.uk/1/hi/business/8358688.stm.
Seminar Week 1
Task 1
Questions
What did the report and authors state?
What alternative conceptual models, explanations, or
hypotheses did this report consider?
What information or methods did the authors use to approach
the issue/problem?
Do you accept authors’ statements and/or conclusions? If not,
are there other methods that could allow you to support their
statement?
Do the author’s research suggest new ways to interpret a
different problem?
Are there other problems that could be studied using the same
approach?
Seminar Week 1
Task 2

Developing research objectives from an overall research aim
Attitudes towards investment choice and risk within the
personal accounts scheme
Background
The UK Government Pensions Act 2008 sets out the
government’s reforms introducing, from 2012, a duty on
employers to automatically enrol all their eligible employees
into a qualifying workplace pension scheme. Employers will
also have to provide a minimum contribution towards the
pension saving for those employees who participate.
Employees will be able to opt out if they do not wish to
participate. The Pensions Act also sets out plans for the
establishment of the personal accounts scheme, which will be a
trust-based, occupational pension scheme for employers that do
not have, or wish to use, a qualifying scheme of their own. The
pension scheme will be run at arm’s length from the government
by a body corporate acting as an independent not-for-profit
trustee. The aim of these reforms is to overcome the decision-
making inertia that currently characterises individuals’ attitudes
to pension saving, and to make it easier for individuals to save
for their retirement.
The personal accounts scheme will be required to offer a default
fund into which the contributions of members who do not make
an active investment choice will be automatically invested. It
may also offer a limited choice of investment funds for those
who do want to make an active choice.
This study contains the findings from qualitative research
undertaken by the Personal Finance Research Centre (PFRC)
and ECOTEC Research and Consulting Limited on behalf of the
Department for Work and Pensions (DWP). The research was
conducted with individuals who would be eligible for automatic
enrolment.

Seminar Week 1
Here is a good example of how an official research report
prepared by the UK government expresses an overall research
aim, then expands this to three specific areas
10
Task 2
Aims and objectives
The overall aim of this research was to explore attitudes to
investment choice and risk within the personal accounts scheme
among those who fall into the eligible group for automatic
enrolment. The research considered three main areas:
Individuals’ understanding of, and appetite for, financial risk,
both generally and in relation to saving for retirement
Reactions to, and preferences for, potential investment fund
choices within the personal accounts scheme, and reasons for
these reactions and preferences;
The likelihood of individuals making an active choice of
investment funds, the factors they would consider, and what
would enable or hinder active choice.
Seminar Week 1
11
Task 2
Phrasing research questions as research objectives

Research questionResearch objectiveWhy have organisations
introduced employee communication schemes?To identify
organisations’ objectives for employee communication
schemesHow can the effectiveness of employee communication
schemes be measured?To establish suitable effectiveness
criteria for employee communication schemesHas employee
communication been effective?To describe the extent to which
the effectiveness criteria for employee communication have
been met in published studiesHow can the effectiveness of
employee communication be explained?4a. To determine the
factors associated with the effectiveness criteria for employee
communication schemes being met4b. To estimate whether
some of those factors are more influential than other factorsCan
the explanation be generalised?To develop an explanatory
theory that associates certain factors with the effectiveness of
employee communication schemes
Seminar Week 1
12
1
(Business Research)

Assignment brief: Assignment 2: Final assessment
component - Written Assignment/Essay
Semester 1 & 2, 2015-2016
mark.
– 4,000 words in total (do
not exceed word
limit, a penalty will apply for assignments that exceed it).
Submission:
Electronically through Turnitin by 4pm, 09/12/2015
Relates to Learning Outcomes:
e research
process.
published business
research.
methods to
meet business research objectives.

ch proposal to meet information
needs in relation
to solving a business problem.
Assessment Housekeeping:
You are required to follow the University’s regulations
regarding plagiarism and citing
sources and references used. Assignments may not be submitted
late. Marking penalties
for late submission will follow the University regulations for
PMC and late submission.
Submission of Assessment:
Please submit an electronic copy of your assessment via
Turnitin on Blackboard,
submissions of further digital materials, such as apps,
webpages, etc, must be agreed with
your adviser. The electronic copy may be in either Word or
PDF, and you should ensure
that the file name includes your surname.
Marking Scheme
Criteria Marks
Abstract and Introduction 20
Literature review and References 30
Research methodology 25

Discussion and results presentation 15
Conclusions 10
2
(Business Research)
Assignment Brief – Final assessment component - Written
Assignment/Essay
Form and Content of the Assignment
Final assessment components must be presented in a standard
physical form. Your
assignment must be printed on A4 paper, and spiral bound. For
purposes of
assessment, we require two hard copies and one electronic copy
of the report. If you
wish your project to be kept from public view you must include

on the title page the
word 'Embargoed:' and a date when this can be lifted. Project
reports without an
embargo may be placed on the shelves in the University Library
and e-copies may be
created.
The paper used must be A4, except that larger sheets may be
used for large
illustrations, provided these are supplied folded down flat and
neat with A4
dimensions. Typing of 1.5 line spacing is required, with a
margin of at least 1.5
inches on the left hand side, and at least half an inch on each of
the other three sides.
You are required to number the sections of your work and use
page numbering.
Due to the varied nature of individual projects, each one will
require different written
sections. However, the general style of layout should be similar
to that in academic
works and journals. That is, there should be an introduction, the
main body of the

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