Programme: MSc Hons International Hospitality Management
Course Title: RESEARCH METHODS
Course Code:
Prerequisite/s:
RESH 901
Nil
Scheduled for trimester:
Credit hours:
2
3
Co-requisite/s:
Nil
Nominal Contact Hours:
36
Hours Breakdown:
Lectures, Tutorials
Self-Managed Learning, Project/s & Assignment/s
36
84
Directed Learning
Exam/s
2
Total Course hours: 135
Lecturer/s:
Team Taught
Lecturer’s email address
Tel Ext: 5149
ivan.ninov@emiratesacademy.edu
Rationale
Much of what we know is based on our own experiences or the experiences of people close to us.
The pursuit of discovery involves the use of scientific methods to test and develop theories about
how people live and interact. Importantly, the application of scientific methods allows us to study
our world and to challenge assumptions made in everyday business practice.
This Course provides learners with an appreciation of, and ability to apply appropriate research
methods in addressing business related problems. The theoretical content of the course covers: the
research process, literature searching, research methods, hypothesis testing, sampling,
measurement, data analysis, writing a research proposal, piloting the research method and reporting
research findings of the pilot study.
Teaching Philosophy
An active learning approach will be implemented through the sessions. A self directed learning model
will be used in this course. Students will be responsible for their own learning about the course
content, in this case, theoretical principles of research. The course will be delivered using lectures
and student led seminars to promote the use of critical thinking, group process and self-directed
learning. During seminars learners will experience the use of a variety of research methods and
techniques of processing and analyzing data in practical research settings. The best way to learn a
new skill is to actually do it; so the seminars will involve a hands-on approach to research methods.
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An active learning approach will be implemented through the sessions. A self-directed learning
model will be used in this course. Students will be responsible for their own learning about the
course content, in this case, theoretical principles of research. The course will be delivered using
lectures and student led seminars to promote the use of critical thinking, group process and selfdirected learning. During seminars learners will experience the use of a variety of research methods
and techniques of processing and analyzing data in practical research settings. The best way to learn
a new skill is to actually do it; so the seminars will involve a hands-on approach to research methods.
Aims:
The aims of this course are:
1. To be able to identify a researchable question/s and critically appraise the literature as a
means of examining and defining knowledge gaps.
2. To be able to describe and apply the research process.
3. To be able to write a research proposal for an identified research question.
4. To be able to defend a research proposal prepared to research and identified question.
5. To conduct a pilot study of the proposed research.
6. To be able to critique a research article.
Specific learning outcomes:
By the end of the course learners will be able to:
Specific Learning Outcomes
Knowledge:
Upon completion of this course, students will know how to:
LO 1. Discuss various types of research and the role of research in business decision making.
LO 2. Assess and explain the relevance of existing literature on a particular business
research topic.
LO 3. Analyse the elements in a research setting to soundly construct an appropriate
research question.
LO 4. Select and apply quantitative and qualitative methods to investigate a research
question.
LO 6. Assess and apply principles, methods and techniques to correctly identify a research
sample.
LO 7. Describe and apply principles, methods and techniques in the collection, processing
and analysis of research data.
LO 8. Describe and apply principles to ensure that research is undertaken in an ethical
manner.
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Skill
Upon completion of this course, students will be able to demonstrate:
LO 9. Selection and use of appropriate research tools and strategies
LO 10. Literacy skills to comprehend and produce from a wide range of information, coherent
texts, covering complex and diverse relations
Autonomy and Responsibility Competence
Upon completion of this course, students will be able to state the following reporting, regulating or
ethical considerations:
LO 11. Can select a research method that is consistent with the aim of the research to be
undertaken.
LO 12. Can design and implement an appropriate method to collect primary data.
Self-Development Competence
Upon completion of this course, students will be able to demonstrate the need to continually research
and up skill the following areas:
LO 13. Can complete a written research proposal in accordance with the academic and
scholarly guidelines provided.
LO 14. Understands the ethical standards in research
Role in Context Competence
Upon completion of this course, students will be able to effectively contribute to the following
activities or endeavours:
LO 15. Can plan the research in accordance with the principles of the scientific method
LO 16. Can act as an investigator in the fields of tourism and hospitality
Transferable and Employment Skills
SKILLS
PRACTICED
TAUGHT
ASSESSED
1. Written Communication
X
X
X
2. Verbal Communication
X
X
X
3. Commercial Awareness
4. Problem Solving
X
5. Networking
X
6. Planning and Organising
X
X
X
7. Numeracy
X
X
X
8. Computer Literacy
X
9. Time Management
X
X
X
10. Research
X
X
X
X
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Indicative Content
Indicative content:
Research process, assumptions, limitations
The research question
Academic database searching
Literature review
Hypotheses
Qualitative method (Interviews, focus groups)
Quantitative methods (Surveys, Observation)
Collecting data; defining study variables
Populations and samples
Inferential statistics; data analysis
Ethics
Total hours
Hours
3
3
3
3
3
3
6
3
3
3
3
36
Teaching and learning strategies
The course involves a combination of lectures, tutorials and experiential exercises. Lectures and
tutorial problems are supplemented with both printed and software learning materials. Additional
readings and assignments will be handed out in class as needed. The workload consists of class
preparation, class participation, and completion of assignments and problems as presented.
Assessment and Evaluation
Coursework 100% - assesses all learning outcomes
Your final grade will be on the basis of your performance in the following two (2) evaluations:
Quizzes (20 %)
There will be a total of three quizzes in this course. They will account for 20% of your final grade. The quiz
material will come from the textbook and from class information. The quizzes can be administered at the
beginning or at the end of the class session.
Research topic literature review (30%)
Individual Assignment: A concise paper, of 2500 words, is to be prepared to present a scholarly
discussion of existing knowledge about your selected business research topic. The paper will
demonstrate the student’s knowledge and understanding of the research topic and provide evidence
to support why a proposed research question should be researched.
Twenty (20) refereed journal articles are required to complete this paper.
Written research proposal: (50%)
The objective of the research proposal is for you to integrate the different facets of research
methods into a single proposal. The topic of the research proposal should be related to a business
area relevant to the tourism and hospitality industry. The purpose of a research proposal is to
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convince your target audience (i.e., a funding agency, a thesis committee) that the research project is
relevant to the industry and able to be completed. The research proposal should be 4000 words
(inclusive of references) and include the proposal format below.
Research Proposal Outline
Title

Concisely summaries what the study is about.
Introduction

Introduces the subject of study.

Articulates the purpose of the study.

Identifies that, based on current research, certain issues need further
investigation, often referred to as the “gap” in knowledge.

States the research question/hypothesis.
Research problem

Elaborates on the context and importance of the research problem.
Literature review

Identifies important concepts/theories as a foundation for the study.

Discusses prior empirical studies (if available).

Clearly leads to the hypothesis/research question.

Presents literature that supports and that differs from the researcher's
position.

Is written critically (giving strengths and weaknesses of previous work).

Comprises primary sources.

Uses current references, or a combination of current and classic.
Research question

The research question is clearly stated.
Ethical considerations

Ethical approval from appropriate review boards is discussed.

Potential ethical issues are described.

Quantitative: hypotheses stated.

Qualitative: questions stated

An overall summary of your methodological approach is provided.

Justification for using the method is documented.

The study setting is described
Hypotheses & questions
Research method
Study setting
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
Population is stated.

The type of sample used is identified (probability or non-probability) and
supported.

The sample size is discussed.

The method of selecting the sample is described.

Criteria for including and/or excluding people or items from the sample are
clear and appropriate.

Quantitative study

Variables are appropriate to the problem and are operationalized.

Data collection instruments are described.

Reliability and validity of instruments is addressed.

Qualitative study

The data collection methods are described.

The process to analyze data is stated.

Appropriate statistical tests to be used to analyse quantitative data are stated.

A budget to complete the study is estimated and itemized.

A timeline for completion of the project is documented.
Pilot study

Results and discussion of pilot study included.
Conclusion

Likely outcomes are discussed.

Potential limitations of the study are identified.

Relevance of study to industry is supported.

At least twenty (20) referred journal articles are used.

The referencing style is the APA.
Population & sample
Planned data measurement
and collection
Planned data analysis
Budget and timelines
References
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Grading Rubric: Literature Review (30%)
Marking Criteria
The paper is focused on the research topic and the scope of the paper is
clearly introduced
The paper demonstrates the student’s understanding of the research topic
The paper identifies a research question in the context of the literature
presented
The paper presents the student’s own ideas and compares and contrasts
their ideas with the literature
The paper provides reasons to support that the research question should be
explored
The closing paragraph summarizes the ideas discussed in the paper in a
thoughtful manner
Literature topic folder includes twenty (20) refereed journal articles
The paper demonstrates evidence of scholarly work and is within the word
limit
APA referencing is correctly used throughout the paper
Total
Possible
Mark
5
Awarded
Mark
10
10
20
5
5
15
10
20
100
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Grading Rubric: Research Proposal (50%) Marking Criteria
The title is reflective of the research problem and engaging
The introduction includes relevant discussion to identify the
background, context, and importance of the research problem
Literature review is relevant and supporting the research
question
Ethical considerations are addressed
Hypotheses/research questions are appropriate and able to be
researched
An appropriate research method is chosen and explained to
conduct the research
Planned data collection methods are appropriate and detailed
Planned data analysis is appropriate and detailed
Budget and timelines to complete the study are identified
The pilot study results are discussed appropriately
The conclusion summarizes the potential importance of the
work for the industry
The paper demonstrates evidence of scholarly work, is
organized, professionally presented and within the word limit
(3500-4000 words).
APA referencing is correctly used throughout the paper and in
the reference list.
The proposal includes twenty (20) refereed journal articles
Total
Evaluation component
Quizzes
Literature review
Research proposal
Percentage of the
final grade
20%
30%
50%
Possible Mark
5
5
Awarded Mark
10
10
5
10
10
10
10
10
5
10
100
Submission Date
Ongoing
5 February 2013
1 April 2013
Methods for Monitoring and Authenticating Student Work

Classroom time must be spent on course related tasks. During this time the lecturer will become
familiar with each student’s work in progress and will regularly monitor and discuss aspects of the
work with students.

All evaluation assignments must represent original work by the individual student, unless
otherwise authorised.
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Academic Integrity
All students are expected to adhere to Article 16 the EAHM Catalogue.

Evaluation components of this course may be uploaded into turnitin to confirm the originality of
a document and to identify potential plagiarisms. The turnitin program matches text from a
student’s uploaded document to the turnitin database which is linked to original source
documents. Information about turnitin can be obtained from the EAHM library staff or from the
turnitin website: http://turnitin.com/static/plagiarism.html

The citation policy used for all work completed in this course is the APA format.
Instructional Materials and Resources
Required text(s):
Cooper, D.R. & Schindler, P.S. (2011). Business research methods (11th ed.). New York: McGraw Hill.
Creswell, J. (2009). Research Design. California: Sage Publications, Inc.
Pallant, J. (2007). SPSS Survival manual. Australia: Open University Press.
Suggested Background Reading:
To be advised
Journal Articles:
Relevant referred journal articles will be compiled by students for their literature review.
Course Materials Available On EAHM Intranet:
Class work requirements will be provided on Moodle. PowerPoint’s will not be posted for this course.
The course texts provide the essential reading.
Additional Resources:
Additional resources will be advised during the course and will be dependent on the research
questions presented by students.
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Tentative Course Schedule
Week
1
Indicative Content
Course overview, the
research process
Identifying a research
question
Lecture
Introduction to course
The research process
Tutorial
A research
question
Reading
Cooper & Schindler,
Ch 1
Cooper & Schindler,
Ch 4
2
Literature review
Academic database
searching
Refining a research
question
Ethics
Searching and using the
literature
Cooper& Schindler
Ch 5
Creswell, Ch 2
4
Research Question and
Hypotheses
Hypothesis testing
Developing a
research
question
literature
searching
Completing
an ethics
application
Writing a
hypothesis
5
Qualitative methods:
Interview, focus group
Research designs:
Qualitative methods
Qualitative
analysis
6
Observation method
Research designs:
Observation method
7
Quantitative method:
Survey
Research designs: Survey
Developing
an
observation
checklist
Developing a
survey
8
Data collection/Defining
study variables
Measurement and data
collection
9
Populations and samples
Obtaining study subjects
10
Inferential statistics
Application of inferential
statistics
Analysing
test statistics
outputs
Pallant, To be
advised
Quiz 3
11
Article critique
Article critique
Electronic resource
12
Article critique
Article critique
Article
critique
Article
Critique
3
RESH 301- 2012
Ethics and research
Revision of
descriptive
statistics
Selecting a
sample
Cooper & Schindler,
Ch 2
Cooper & Schindler,
Ch 3
Creswell, Ch 7
Quiz 1
Cooper & Schindler,
Ch 7
Creswell, Ch 9
Cooper & Schindler,
Ch 8
Cooper & Schindler,
Ch 10
Quiz 2
Cooper & Schindler,
Ch 11
Cooper & Schindler,
Ch 14
Electronic resource
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