Intro to business research lecture 1 introduction and assessment student

Introduction to Research

Level 4

Introductory Lecture

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

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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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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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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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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AssessmentGroup (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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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 nextB4001A V0.1 8

PortfolioPortfolio 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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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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PortfolioYou 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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PortfolioImportant 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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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

– CreativityB4001A V0.1 13

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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


Business Problems

• Declining sales on product x

• Negative brand associations

• Employee turnover too high

• Customer churn high

Research needed to understand the problem


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)


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?


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?


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@)


Importance/Justification

Justify your research problem/opportunity/question

Why is it importance to research your chosen area?

Limited research conducted?

Important industry?

Topical issue?


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.


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


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


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

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 topic2) The Research Proposal3) Research Aims and Objectives4) Literature Reviews

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Essential Reading

Intro to business research lecture 1 introduction and assessment student

Education

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