B.Com in Business Management
B.Com in Marketing and Business Management
B.Com in Information Management
Module: Research Methodology
Module Code: RMED220/RMED310
STUDY GUIDE
, Table of Contents
A WORD OF WELCOME ..................................................................................................................................................... 2
PRESCRIBED BOOK ............................................................................................................................................................. 2
PURPOSE OF THE MODULE ............................................................................................................................................... 2
LEARNING OUTCOMES ...................................................................................................................................................... 3
STUDY UNIT 1: INTRODUCTION TO BUSINESS RESEARCH ................................................................................................. 5
STUDY UNIT 2: DEVELOPING RESEARCH SKILLS ..............................................................................................................14
STUDY UNIT 3: UNDERSTANDING RESEARCH ETHICS .....................................................................................................23
STUDY UNIT 4: UNDERSTANDING RESEARCH PHILOSOPHY ............................................................................................31
STUDY UNIT 5: THE ROLE OF THEORY .............................................................................................................................43
STUDY UNIT 6: LITERATURE REVIEW ...............................................................................................................................47
STUDY UNIT 7: QUANTITATIVE RESEARCH: AN INTRODUCTION TO MEASUREMENT ....................................................55
STUDY UNIT 8: QUALITATIVE RESEARCH: AN INTRODUCTION .......................................................................................62
STUDY UNIT 9: RESEARCH METHODOLOGY AND DESIGN ...............................................................................................71
STUDY UNIT 10: UNDERSTANDING POPULATION AND SAMPLING.................................................................................78
STUDY UNIT 11: SURVEYS AND QUESTIONNAIRES ..........................................................................................................86
Page 1 of 103
, A WORD OF WELCOME
Welcome to the Research methodology Module. The information contained in this tutorial guide is intended to assist
you in your preparation for lectures and to guide you in your studies. The tutorial guide indicates all the learning
outcomes covered in this module and the assessment strategies applicable to this module. Various study tips and study
information will be provided in this tutorial guide to assist you with your learning process.
PRESCRIBED BOOK
The following prescribed textbook is required for this module. Please note that it is compulsory to purchase the
textbook as it contains all the module specific outcomes that must be achieved in order to pass this module.
Title Authors Year Publisher ISBN
Quinlan, C, Babin,
Business Research Methods: 1 st
Carr, Griffin and 2015 Cengage 9781473704855
Edition
Zikmund
ADDITIONAL RECOMMENDED TEXT
Quinlan, C. (2011). Business research methods, Cengage: Hampshire.
USEFUL WEBSITES
www.oxfordtextbooks.co.uk/orc/brymanbrm3e
PURPOSE OF THE MODULE
The primary aim of this module is to equip students with relevant knowledge on how to conduct business
research. By focusing on the different types of research design, attention are brought to the different frameworks
for the collection and analysis of data. A research design relates to the criteria that are employed when evaluating
social research. It is therefore a framework for the generation of evidence that is suited to a certain set of criteria,
and to the research question in which the investigator is interested. A common distinction drawn amongst
theorists and practitioners of social research, is the differentiation between quantitative and qualitative research.
These methods are explored in relation to the aforementioned considerations.
Page 2 of 103
, COURSE OUTCOMES
CRITICAL CROSS-FIELD OUTCOMES (CCFO’s)
The following CCFO’s will be integrated into this module:
1. Identify and solve problems, and make decisions using critical and creative thinking
2. Work effectively with others as members of a team, group, organization and community
3. Organise and manage themselves and their activities responsibly and effectively
4. Collect, analyse, organize and critically evaluate information
5. Communicate effectively using visual, symbolic and/or language skills in various modes
6. Use science and technology effectively and critically, showing responsibility towards the environment
and health of others
7. Demonstrate an understanding of the world as a set of related systems by recognizing that problem-
solving contexts do not exist in isolation
8. Reflect on and explore a variety of strategies to learn more effectively
9. Participate as a responsible citizen in the life of local, national and global communities
11. Explore education and career opportunities
LEARNING OUTCOMES
At the end of this module learners should be able to:
• Identify and solve marketing problems using critical and creative research methodologies;
• Develop a critical understanding of the research process;
• Collect, analyse, organise and effectively evaluate information;
• Communicate effectively using visual and language skills in written and oral form;
• Demonstrate an understanding of the world as a set of related systems by recognising that problem-solving
contexts do not exist in isolation;
• Develop skills for effective interpersonal communication;
• Communicate research findings in a formal written paper.
Page 3 of 103
B.Com in Marketing and Business Management
B.Com in Information Management
Module: Research Methodology
Module Code: RMED220/RMED310
STUDY GUIDE
, Table of Contents
A WORD OF WELCOME ..................................................................................................................................................... 2
PRESCRIBED BOOK ............................................................................................................................................................. 2
PURPOSE OF THE MODULE ............................................................................................................................................... 2
LEARNING OUTCOMES ...................................................................................................................................................... 3
STUDY UNIT 1: INTRODUCTION TO BUSINESS RESEARCH ................................................................................................. 5
STUDY UNIT 2: DEVELOPING RESEARCH SKILLS ..............................................................................................................14
STUDY UNIT 3: UNDERSTANDING RESEARCH ETHICS .....................................................................................................23
STUDY UNIT 4: UNDERSTANDING RESEARCH PHILOSOPHY ............................................................................................31
STUDY UNIT 5: THE ROLE OF THEORY .............................................................................................................................43
STUDY UNIT 6: LITERATURE REVIEW ...............................................................................................................................47
STUDY UNIT 7: QUANTITATIVE RESEARCH: AN INTRODUCTION TO MEASUREMENT ....................................................55
STUDY UNIT 8: QUALITATIVE RESEARCH: AN INTRODUCTION .......................................................................................62
STUDY UNIT 9: RESEARCH METHODOLOGY AND DESIGN ...............................................................................................71
STUDY UNIT 10: UNDERSTANDING POPULATION AND SAMPLING.................................................................................78
STUDY UNIT 11: SURVEYS AND QUESTIONNAIRES ..........................................................................................................86
Page 1 of 103
, A WORD OF WELCOME
Welcome to the Research methodology Module. The information contained in this tutorial guide is intended to assist
you in your preparation for lectures and to guide you in your studies. The tutorial guide indicates all the learning
outcomes covered in this module and the assessment strategies applicable to this module. Various study tips and study
information will be provided in this tutorial guide to assist you with your learning process.
PRESCRIBED BOOK
The following prescribed textbook is required for this module. Please note that it is compulsory to purchase the
textbook as it contains all the module specific outcomes that must be achieved in order to pass this module.
Title Authors Year Publisher ISBN
Quinlan, C, Babin,
Business Research Methods: 1 st
Carr, Griffin and 2015 Cengage 9781473704855
Edition
Zikmund
ADDITIONAL RECOMMENDED TEXT
Quinlan, C. (2011). Business research methods, Cengage: Hampshire.
USEFUL WEBSITES
www.oxfordtextbooks.co.uk/orc/brymanbrm3e
PURPOSE OF THE MODULE
The primary aim of this module is to equip students with relevant knowledge on how to conduct business
research. By focusing on the different types of research design, attention are brought to the different frameworks
for the collection and analysis of data. A research design relates to the criteria that are employed when evaluating
social research. It is therefore a framework for the generation of evidence that is suited to a certain set of criteria,
and to the research question in which the investigator is interested. A common distinction drawn amongst
theorists and practitioners of social research, is the differentiation between quantitative and qualitative research.
These methods are explored in relation to the aforementioned considerations.
Page 2 of 103
, COURSE OUTCOMES
CRITICAL CROSS-FIELD OUTCOMES (CCFO’s)
The following CCFO’s will be integrated into this module:
1. Identify and solve problems, and make decisions using critical and creative thinking
2. Work effectively with others as members of a team, group, organization and community
3. Organise and manage themselves and their activities responsibly and effectively
4. Collect, analyse, organize and critically evaluate information
5. Communicate effectively using visual, symbolic and/or language skills in various modes
6. Use science and technology effectively and critically, showing responsibility towards the environment
and health of others
7. Demonstrate an understanding of the world as a set of related systems by recognizing that problem-
solving contexts do not exist in isolation
8. Reflect on and explore a variety of strategies to learn more effectively
9. Participate as a responsible citizen in the life of local, national and global communities
11. Explore education and career opportunities
LEARNING OUTCOMES
At the end of this module learners should be able to:
• Identify and solve marketing problems using critical and creative research methodologies;
• Develop a critical understanding of the research process;
• Collect, analyse, organise and effectively evaluate information;
• Communicate effectively using visual and language skills in written and oral form;
• Demonstrate an understanding of the world as a set of related systems by recognising that problem-solving
contexts do not exist in isolation;
• Develop skills for effective interpersonal communication;
• Communicate research findings in a formal written paper.
Page 3 of 103
