Business research methods:
data sources
303LON and 308LON
Unit: 3
Module Learning Outcomes
On completion of this module you will be able to:
• Work independently within an organisation, demonstrating initiative
and commitment
• Review the literature relating to a business issue
• Analyse valid and reliable evidence to draw sound business
conclusions
• Write a coherent project report communicating a solution or
response to the business issue
• Reflect on your working practices in relation to your Personal
Development Plan
Module Overview: 303LON and 308LON
Week 6
Week 7
Unit 1
An Introduction to Workplace and Workbased Projects
Unit 2
Business research methods: an introduction
Unit 3
Business research methods: data sources
Unit 4
Business research methods: questions and active listening
Unit 5
Business research methods: project management skills
Unit 6
Business research methods: using reflection in research
Unit 7
Business research methods: writing professional reports
Unit 8
Making a successful impact on your Workplace and Workbased project
Week 8
Week 9
Week 10
Workplace or Independent Research
Workplace or Independent Research
Unit 9
Project Updates – Individual Presentations
Unit 10
Individual Progress Review
Unit 11
Individual Progress Review
Unit 12
Module Review
Unit Learning Outcomes
On completion of this unit you will be able to:
• Formulate research questions from our research topics
• Investigate the types of information and data to be used in your
project
• Assess the benefits and limitations of types of data in relation to
your research
Defining Your Research Questions
1. Identify
Research Area
• Employee motivation at work
2. Select Aspect
of Research Area
• Reward as a motivator at work
3. Brainstorm
Research
Questions
• What types of rewards? Does it motivate? How much
motivation? What is the impact of change? How should
policies be implemented?
4. Select
Research
Question(s)
• What reward policies are used by Global Organisations
to motivate line managers to manage their teams?
Which are the most effective? How should they be
implemented?
Business Skills: Project Stages
Source:
Cameron (2009: 378)
Stages of Research – Up to Unit 8
Identify Research Area
Formulate Research Questions
Create Research Design and Methodology
Write Research Proposal
Complete Literature Review
Collect and Analyse Data
Write Up Research Findings
Selecting a Research Topic
What makes good business and management research?
• The topic is clearly defined
• Meets the requirements of the marking criteria
• Uses a variety of techniques to generate research questions
• Has clear research questions based on relevant literature
• Incorporates relevant theory
Starts with a proposal that:
• Presents well organised ideas
• Describes clearly what will be done and why
• Justifies how the research questions will be answered
Based on:
Saunders et al (2009)
6 Steps to Refine Research Questions
Research questions should:
1. Be Clear – understandable to you and others
2. Re researchable – relevant data is collectable
3. Relate to established theory and research – base your research
question on existing knowledge and show your contribution to
knowledge and understanding
4. Linked to each other – supports the development of an argument
5. Have potential to contribute to existing knowledge
6. Be neither too broad or too narrow
Source: Bryman & Bell (2007)
Problem Definition: Using Literature
Literature Searches
Literature Reviews
Can help you to:
1. Clarify your research
question
2. Inform your own research
design
3. Set your research in context
of existing knowledge and
practice – both academic
and in practice
A good literature review should be
discursive:
Thesis – the argument behind the
research
+
Antithesis – the counter argument
+
Synthesis – your conclusions
drawn from the literature
Designing your Methodology
Decisions to be made in your research design include:
•
•
•
•
•
•
The purpose of the study
The unit of analysis (population to be studied)
Consideration of how much researcher interference
The time horizon
The type of investigation
The setting for the study
Source:
Sekaran (2000)
Research Data: Key Terms
Primary Data
Secondary Data
Original data directly
collected by you
Other researcher’s facts
and figures
Tailored to your own
requirements
Originally collected for a
different purpose
Knowledge of the
conditions where data
was collected
Requires critical
evaluation of reliability
and validity
Research Data: Key Terms
Quantitative Data
Qualitative Data
Data as a set of
numbers
Data as words
Derived from
‘unarguable’ measures
Derived from variety of
measures
Represents an
‘objective’ reality
Represents how others
interpret the world
Quantitative Data Analysis
Advantages
1. Larger sample size
2. Supports generalisations
3. Research can be replicated
4. Researcher interference can
be avoided
Disadvantages
1. Data gathered can be narrow
and superficial
2. Findings provide numerical
descriptions only
3. Study settings often do not
replicate organisational
settings
4. Difficult to record how people
feel about a subject
5. Question design can lead to
structural bias
Based on:
www.learnhigher.ac.uk/analysethis/main
/qualitative1.html
Qualitative Data Analysis
Advantages
Disadvantages
1. Depth and Detail
2. Creates openness
3. Simulates individual’s
experiences
4. Avoids pre-judgments
1.
2.
3.
4.
Smaller sample size
Less easy to generalise
Difficult to make comparisons
Dependent on the skills of the
researcher
Based on:
www.learnhigher.ac.uk/analysethis/main/qua
litative1.html
Deficiencies of Data
• Same results will be obtained if the
research was repeated
Reliability
• Do your methods consistently measure
respondent’s views?
Validity
• Extent to which the findings accurately
represent what is being studied
• Do your methods measure what you
intended to measure?
Gathering Primary Data: Questionnaires
Key considerations when using questionnaires
•
•
•
•
•
•
•
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Sample size
Cost and ease of administration
Types of questions – open and closed questions
Use of clear and unambiguous questions
Overall design including introduction and instructions
Awareness of respondent fatigue
Tests for validity and reliability
Follow up plan for non-responses
Gathering Primary Data: Interviews
Key considerations when using interviews
•
•
•
•
•
•
•
•
Access to appropriate sample size
Time and resources to complete interviews
Style of interview – structured, semi-structured or unstructured
Types of questions – open, closed and probing questions
Consistency in conduct of interviews
Awareness of researcher interference on the participant
Use of recordings and transcripts
Managing respondent confidentiality
Business Skills: Project Work
Unit 3 Priority Actions:
1. Confirm your research topic and research questions
2. What knowledge and research exists on this topic?
3. What range of secondary sources can you access?
4. What type of data will you be gathering to answer your research
questions?
Be ready to present back in Unit 4
Preparation for Unit 4
Submit your Learning Plan to employability@culc.coventry.ac.uk by
Unit 4
Knowledgecast Summary
• Formulate research questions from our research topics
• Investigate the types of information and data to be used in your
project
• Assess the benefits and limitations of types of data in relation to
your research
Business Skills: Project Work
Unit 3 Priority Actions:
1. Confirm your research topic and research questions
2. What knowledge and research exists on this topic?
3. What range of secondary sources can you access?
4. What type of data will you be gathering to answer your research
questions?
Be ready to present back in Unit 4
Preparation for Unit 4
Submit your Learning Plan to employability@culc.coventry.ac.uk by
Unit 4
What are we going to cover next?
In our next Unit, we will:
• Assess how the use of questioning techniques can be used to
gather primary and secondary data in support of a research
question
• Creatively use the keyword search in research databases to identify
a broad range of secondary sources in relation to the goals of your
research
• Practice using questioning techniques to build rapport with
participants to encourage an open and honest sharing of
information