Introduction to Research Methods

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  • Topic: Research
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  • Published : October 3, 2012
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1. Course
Overview

2. Course
Outcomes

3. How to Study
for this Course

4. Teaching
Method

5. Course
Assessment

6. Lecture 1

2



This course provides students who
might engage in research at some
point in their studies and/or working
career understanding on

◦ the basic principles of business research
◦ how to use research analytics in decisionmaking

Course Outcomes
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13.

Develop research questions and translate the questions into research objectives and hypotheses.
Select appropriate research designs for various research objectives. Plan a survey research study.
Write questionnaire items and construct a quality survey instrument. Assess the quality of collected survey data by examining the reliability and validity of the survey instrument used.
Apply probability and/or non-probability sampling techniques when selecting a sample in survey research study.
Distinguish between the different types of data collection methods in a survey research study.
Calculate a response rate.
Develop an understanding of coding, analyzing, and reporting survey data. Make use of SPSS to analyze collected data.
Discuss common univariate, bivariate and multivariate statistical tests (e.g. chi square, t-test, ANOVA, etc) used in data analysis and select the appropriate tests to meet research objectives.
Contrast the differences between presenting facts and opinions and how each should be handled in a research presentation.

How to Study for this
Course
Pre-class preparation:
1. Go through the lecture PowerPoint slides, tutorial
questions, articles in Edventure
2. Conduct periodical searches using library databases
3. Read periodicals
4. Hold discussions with your team members after reading
your periodicals

The subject is designed with the
intention of maximizing students’
appreciation of research
 A combination of:


◦ lectures, tutorials, oral presentations,
group discussions, laboratory simulations,
project work, fieldwork and tutor
consultations will be used



Khoo, H.M. (2012), Marketing

Research A Practical Handbook for
Beginners, CENGAGE Learning.

Lecture 01: Introduction to Business Research

7

Assessment Description

Final examination*
Individual participation
Coursework: a) Group
project

Maximum
Total Score
-

Part I
i) Oral
4.8 %
presentation
7.2 %
ii) Written report
Part II
i) Oral
7.2%
presentation
10.8%
ii) Written report

b) MCQ Test

50%
10%
12%

18%

10%
Grand total 100%

Lecture 01
Introduction to Business Research

What is Research ?
 Why do Research in Business ?
 Types of Business Research
 When do we need Research ?
 Who conducts Research?
 Ethical Issues in Research
 Guidelines for ethical conduct


Lecture 01: Introduction to Business Research

10

“People who ignore research are as
dangerous as generals who ignore
decodes of enemy signals.”
- David Ogilvy

Lecture 01: Introduction to Business Research

11



Research is a systematic process of
collecting, analyzing, and interpreting
information (data) in order to increase
our understanding of the phenomenon
about which we are interested or
concerned

Leedy and Ormrod

Lecture 01: Introduction to Business Research

12

In a Monday morning management meeting, the
Marketing Director said: “Marketing research
shows that ladies live longer than gentlemen.”
“My supervisor tasks me to research the property
market. I googled and learn a lot about the
property market in Singapore.”
A marketing executive was tasked by his director
to research on the high end, luxury property
market in Asia Pacific. He went through
company’s sales records and accessed World Bank
GDP figures and compiled a reference list on
where the data were obtained.
Lecture 01: Introduction to Business Research

13

Mere information gathering
 Transportation of...
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