This document provides an introduction and overview of a research methods course. It outlines the course structure, aims, and assessments. The main goals of the course are to introduce students to the research process, different research methods, and how to conduct a research project. Students will work in groups to complete a research proposal and portfolio. The portfolio requires evidence of the group's research activities and abilities at each stage of the process, including defining a problem, literature review, data collection and analysis, and recommendations. The assessment aims to evaluate students' independent research skills.

1. Introduction to Research
Level 4
Introductory Lecture

2. This lecture aims to:
•Provide an insight into the course structure and content
•Brief students about the assessment
•Set students expectations on conduct
•To introduce the research process and structure
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Aims and objectives

3. Unit Learning Outcomes
• A good understanding of the main research methods and
techniques used in academic and commercial business
research
• An ability to undertake a business research project,
either in an academic or commercial setting
• A commitment to ensuring appropriate levels of
reliability, validity and generalisability within their own
research
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4. Unit Learning Outcomes
• Some ability at critically assessing the quality of research
outputs of others
• An ability to conduct research using different sources
and methodologies and synthesise the data collected for
specific purposes.
• The basic numeracy (if appropriate) and literacy
(including IT literacy) skills necessary to function
effectively in the modern business environment
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5. Unit Learning Outcomes
• The ability to work autonomously and independently on
projects with guidance from others, taking responsibility
for their own work and learning
• The ability to work under pressure, producing set outputs
within a definite time-limited period with minimal access
to external resources
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6. The Research Process?
- Problem/Opportunity/Issue Definition or Question
- Review of existing theory / research in area
- Systematic Data Collection
- Systematic Data Analysis / Interpretation
- Discussing Implications / Making Recommendations
which are justified based on analysis of data collected
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7. Assessment
Group (max 4 per group) assessment for this unit includes:
1) Research proposal – 1800 words max.
2) Research Portfolio – digital or hard copy
No word limit to the research portfolio
Both assessments will be considered together in order to
determine your final overall unit mark
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8. Portfolio
‘A portfolio is a collection of documents and writings that
you assemble in order to demonstrate that you have the
appropriate abilities and knowledge at different stages
within the research process’
• Can consist of various different media (written, video,
audio)
• Must be clear what activities you have undertaken and
why (add commentary for each element of your portfolio)
• Show how each section has links to the next
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9. Portfolio
Portfolio must provide evidence of your group’s activities at
each stage of the research process:
1) Project Title
2) Problem/Opportunity/Issue project addresses + why
3) Literature Review (academic and
practitioner/business)
4) Research methods: Your group must use three
different methods (e.g. interview, questionnaire,
observation)
There are no limits on words within each section*
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10. Portfolio
Portfolio must provide evidence of your group’s activities at
each stage of the research process:
5) Results: Presentation of primary data collected
6) Discussion: Interpretations of primary data collected
7) Recommendations
8) References (Harvard style not numbers)
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11. Portfolio
You must provide evidence of your activities and abilities
within each of the seven main sections.
The structure within each section is up to you
Evidence in each section can include:
• Videos (presentations, research data, reflective diaries to camera,
interviews and more – you decide)
• Audio recordings
• Photos
• Text, graphic, diagrams
• Websites / simulates
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12. Portfolio
Important things to consider:
1) Must be clear what the evidence is and why it is being provided
(what does it contribute / mean to the research stage?)
2) Must be clear which one of the 7 stages the evidence is meant for
3) Must be clear what each piece of evidence is and why it is
important
4) No limits on the amount of evidence in each of the 6 sections
yet you will be marked on how concise and clear you have
been in presenting your work and skills – major business skill!
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13. Aim of Assessment
“Independent Learner”
– Show initiative, clear independence
– Device, organise plan and implement your own
project
– Demonstrate technical knowledge as well as
professional conduct
– Creativity
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14. Deciding on a Research Project
Define Practical Business related
Problem/Opportunity/Issue or Question
Think about access to gathering data
Must be interesting to you!
Must be achievable
Try to be focused
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15. Business Problems
• Declining sales on product x
• Negative brand associations
• Employee turnover too high
• Customer churn high
Research needed to understand the problem
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16. Business Opportunities
• What impact can email marketing have on sales?
• What effect is Twitter having?
• Can we increase sales through suggestive selling?
• Understanding customer behaviour
Research needed to understand the opportunity
Research needed to ‘experiment’ with opportunities
and understand the impact (on a small scale)
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17. Business Research Questions
• What impact has John Lewis’ ‘Click and Collect’
service had on customer behaviour and operations?
• How can we increase the response rate from direct
mail at company x?
• What perceptions do Skoda customers have of the
‘Skoda’ brand?
• Why are sales of Alfa Romeo in the UK declining?
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18. Understanding vs. Testing
Understanding = ‘What’, ‘Why’ and ‘How’ questions
Aim here is to try to conceptualize what’s going on
Examples:
What form does buying behaviour take for online
grocery shoppers at Asda?
Why do Asda store customers prefer shopping in store
instead of online?
How do ‘tea drinkers’ evaluate which brand of tea to
buy?
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19. Understanding vs. Testing
Testing/Experiments = ‘Can’ or ‘Will’ type questions
Trying to have an impact
Examples:
Can we increase the Facebook ‘likes’ at X Company?
Can different ‘send times’ increase email ‘click through
rates’?
Will email conversion rates increase when sent from a
named individual rather than a generic address
(david@ vs. sales@)
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20. Importance/Justification
Justify your research problem/opportunity/question
Why is it importance to research your chosen area?
Limited research conducted?
Important industry?
Topical issue?
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21. Develop a Research Aim
Aim:
• Simple sentence which outlines direction of research
“An investigation into the way in which social media is
transforming how customers demand more from
businesses.
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22. Develop a Research Aim
“An investigation into the ways in which restaurant sales
can be increased at Little Chef through devising and
experimenting with ‘suggestive selling’ techniques.”
To comprehend and model the behaviour of consumers
who purchase Dacia cars online via Dacia.co.uk
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23. Reading!!
• Reading, reading, reading!!!
• Understand and explore the literature (academic
and business) associated with your research
area/topic
• Text books and credible business sources (Times,
Economist etc.
• Need to understand the current research and major
theories related to your research topic
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24. How the Course will work
• Lectures provide general guidance
• Seminars: Work on activities in your groups to
progress your research project
• Clinics/Workshops: Where your group can seek
tailored advice from a tutor on your project
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25. Saunders, M., Lewis, P., and Thornhill, A. (2012) Research
Methods for Business Students. 6th Edition. Harlow: Pearson
Education Ltd.
Read sections related to:
1) Deciding on a research topic
2) The Research Proposal
3) Research Aims and Objectives
4) Literature Reviews
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Essential Reading