MAN00112M Research Methods (Postgraduate Level)
Module Handbook for Spring Term
This handbook is your first point of reference for the module teaching and learning. Please
read it thoroughly.
What will you find in this module handbook?
• Welcome to the Module
• Module Teaching and Learning Outline
• Module Assessments
• Recommended Reading List
Module Credits: 20
Module Leader: Dr Ziyun Fan
Module Team (Spring Term): Dr James Cave; Dr Matthew Holmes; Dr Shenghua Shi;
Professor Sonal Choudhary; Dr Ziyun Fan
1
Table of Content
Welcome to Research Methods ..................................................................................................3
What is the module about? ........................................................................................................3
What are the module learning outcomes? .................................................................................3
How is the module delivered?...................................................................................................4
Module Teaching and Learning Outline ..................................................................................5
Introduction ...............................................................................................................................5
Spring Term ..............................................................................................................................6
Module Assessment ...................................................................................................................10
Spring Term Formative Assessment: Group Presentation ......................................................10
Spring Term Summative Assessment (2000 Words; 70%) ....................................................11
Recommended Reading List ....................................................................................................12
Core Module Texts .................................................................................................................12
Additional Reading .................................................................................................................12
2
Welcome to Research Methods
What is the module about?
Research methods are fundamentally relevant to contemporary management skills, and
particularly, the ability to bring judgement and critique to questions of reliability, accuracy and
credibility of information and data upon which decisions are made and actions taken.
This module aims to introduce a range of possible approaches to applied business research,
understanding that both qualitative and quantitative approaches are needed in order to be able to
critically evaluate management practice. We explore the ways by which research can be used to
generate data, find evidence and provide information which helps us to better understand
business issues and problems, from both academic and practical perspectives.
By taking this module, you can expect to develop a critical appreciation of the research process
for conducting good quality research to generate reliable data from which credible conclusions
can be drawn. By the end of the module, you will have developed a practical understanding of
research skills required when planning, conducting and writing up a research project.
What are the module learning outcomes?
By the end of this module, students will be able to:
• Critically examine the key characteristics of quantitative, qualitative, and mixed-methods
research in business/management studies
• Identify and critically reflect on the underlying philosophies, theoretical principles,
methods, and techniques applicable to research in business/management
• Critically evaluate the strengths and weaknesses of different approaches to research in
business/management
• Identify and critically reflect on ethical, legal and safety issues involved in conducting
business/management research
• Select, apply and critically evaluate research methodologies and methods for specific
business/management problems
• Select, apply and critically evaluate data analysis techniques for specific
business/management problems
• Demonstrate advanced skills in research methods of relevance to the degree being
undertaken.
3
How is the module delivered?
This 20-credit module is delivered in two parts across the Spring (10 credits) and Summer (10
credits) terms through a combination of online lectures, seminars, online webinars, discussion
boards and individual learning activities, alongside core reading and other relevant materials.
Part 1: Spring term (10 credits)
In the first part of the module, we consider fundamentals of the research process – a framework
which includes identifying the research purpose, topic and unit of analysis, formulating good
research questions, choosing research strategies and data collection methods for quantitative and
qualitative research. We discuss ethical research practice and learn from UYMS staff who are
actively engaged in conducting research across management disciplines.
Part 2: Summer term (10 credits)
The second part of the module (Summer term) focuses in depth on data analysis techniques for
qualitative and quantitative research with opportunity to practise skills in data analysis.
Depending on the postgraduate degree programme being undertaken, you will follow either an
advanced quantitative or a mixed methods pathway. Please note: this part of the module is
delivered over five weeks (weeks 2-6).
Further detailed information about the module delivery can be found in the next section of
‘Module Teaching and Learning Outline’.
4
Module Teaching and Learning Outline
Introduction
This module teaching and learning outline indicates ‘what’ will be delivered and ‘how’. Please
check your timetable for the time and location for ‘when’ and ‘where’ a particular session will
be delivered.
Module announcements on the VLE page can be helpful for module updates.
This 20-credit module is delivered in two parts across the Spring (10 credits) and Summer (10
credits) terms:
Spring Term: In this term, the module focuses on ‘research design and methods’ and
will be delivered during teaching weeks 2-10 via:
• A weekly asynchronous online lecture recorded into shorter videos
• A one-hour face-to-face seminar or online discussion scheduled in
different weeks.
Please check your timetable and this handbook (e.g., the ‘Spring Term’ section
below) for specific seminar information.
Summer Term In this term, the module focuses on ‘data analysis’ and will be delivered
(taught during teaching weeks 2-6 via:
postgraduate): • A weekly asynchronous online lecture recorded into shorter videos
• A weekly one-hour face-to-face seminar on data analysis skills
• Additional two one-hour sessions scheduled for practising the data
analysis skills
In this term, there are two pathways on this module:
1) Advanced quantitative data analysis
2) Mixed methods data analysis (qualitative and quantitative).
The pathway a student takes will be determined by their programme as
follows.
1) Advanced Quantitative Data Analysis
• MSc Accounting and Financial Management
• MSc Management with Business Finance
2) Mixed Methods Data Analysis
• MSc Global Marketing
• MSc International Business
• MSc International Business and Strategic Management
• MSc International Strategic Management
• MSc Management
5
Spring Term
This term of the module gives an overview of a research process, signposting the different
research design options available (methodology & methods) in relation to the research purpose
and questions being asked.
Teaching Lecture Topics and Learning Objectives Face-to-Face Seminar or Online
Week Discussion
Week 2 Introduction to Research Methods and Face-to-Face Seminar
Research Philosophy Module introduction and research
• Definition of research – what we mean philosophy
by research and how this is interpreted
within both academia and business The preparation requires you to:
1. Watch the lecture videos
• Purpose of research – consider how
(standard weekly
and why businesses engage with
requirement)
research
2. Read Chapters 1 and
• Research Philosophy – understanding 4: Saunders, M., Lewis, P. &
assumptions that underpin research Thornhill, A. (2019) Research
design Methods for Business Students.
8th Edition. Pearson Education
Learning Objectives Ltd.
• Appreciate the value of research
• Understand the role research Chapter 1 offers an introduction to
philosophy plays in a research design the nature of research, the features
and process, which can cultivate of business and management
research and the overall research
different forms and approaches of
process. Chapter 4 provides a
research comprehensive explanation of
research philosophy and theory
which provide a conceptual
framework for research.
Week 3 Identifying Research Topic and Face-to-Face Seminar
Generating Research Questions Identifying a research topic and
• Introducing research process generating a research question
• Identifying a research topic and unit of
analysis The preparation requires you to:
1. Read the seminar briefs 1 and 2
• Formulating a research question
2. Familiarise with the business
• Reviewing literature scenario (Letter from Starbucks
CEO)
Learning Objectives 3. Scan the literature for relevant
• Appreciate how to articulate the articles - to help generate ideas
research problem and formulate for a research topic
research questions 4. Make notes on your ideas to
share in the seminar.
6
Teaching Lecture Topics and Learning Objectives Face-to-Face Seminar or Online
Week Discussion
• Recognize the characteristics of
quantitative, qualitative, and mixed
methods research
• Acknowledge the relevance of
literature review to topic identification
Week 4 Research Design: Commonly Used Online Discussion
Strategies Methodological fit in management
• Methodological choice in research field research
design
• Secondary and Primary research Based on the article:
• Research design strategies Edmondson, A.C. and McManus,
S.E. (2007) Methodological fit in
Learning Objectives management field research, The
• Explain the function of the research Academy of Management Review,
strategy 32(4), 1155-1179.
• Discuss the merits and limitations of
different research strategies to address
different research problems
• Recognize commonly used research
strategies for different management
fields of study
Week 5 Secondary Research: Desk-Based Data Face-to-Face Seminar
Collection Evaluating secondary source
• Using secondary data in research documents
• Document analysis
• Information retrieval The preparation requires you to:
1. Read the seminar brief;
Learning Objectives 2. Read the three sources (links
• Recognize the characteristics of enclosed in the seminar brief)
secondary research • A company report;
• Evaluate how and when to make use of • An online news report;
secondary data • A research journal article
• Appreciate how to evaluate and
interpret documents and text
Week 6 Data Quality Online Discussion
• Using primary data in research Designing quality research for
• Criteria for assessing the quality of quality outputs
research
• Sampling Based on:
Materials provided to stimulate
Learning Objectives discussion on the quote: “It is very
• Recognise the importance of sampling easy to assume that because the
for credible research output looks good it is good and to
• Appreciate quality criteria for question it no further…but unless
quantitative and qualitative research appropriate numbers were input
and appropriate operations carried
7
Teaching Lecture Topics and Learning Objectives Face-to-Face Seminar or Online
Week Discussion
out on these numbers, the
‘impressive’ output can be
seriously misleading.” (Cameron
and Price, 2009:442)
Week 7 Introduction: Research Ethics and Face-to-Face Seminar
Reflexivity Ethical research practice
• Ethical research practice
• Reflexivity in research practice The preparation requires you to:
1. Read the seminar brief
Learning Objectives 2. Read the three journal articles
• Appreciate ethical considerations when provided:
engaging in quantitative and qualitative • Holgate et al. (2012)
research. • Lee (2014)
• Familiarize with The York • Holgate et al. (2014)
Management School ethics approval 3. Make notes on the articles to
process share in the seminar
• Appreciate how reflexivity can be used
to strengthen the quality of research
practice
Week 8 Primary Data Methods: Questionnaires Online Discussion
• Types of questionnaires Evaluating a survey questionnaire
• Measuring and quantifying data
• Principles of questionnaire design Based on the article:
Kumar, V. et al. (2018) An
Learning Objectives empirical analysis of supply and
• Appreciate the use of questionnaires manufacturing risk and business
across different types of research performance: a Chinese
project manufacturing supply chain
• Recognize design principles for perspective. Supply Chain
developing questionnaires Management: An International
• Evaluate the merits and limitations of Journal, 23 (6), 461–479
questionnaires as a method of primary
data collection
Week 9 Primary Data Methods: Interviews and Face-to-Face Seminar
Observation Interview techniques
• Types of interviews
• Principles of interview design The preparation requires you to:
• Types of observation 1. Read the seminar brief
2. Watch the video interview of
Learning Objectives Starbucks CEO
• Describe different types of interviews 3. Make notes about your thoughts
• Recognize features of observational on the interview (e.g.,
research characters of the interview
• Evaluate the merits and limitations of process; pros and cons) and
conducting interviews and observations bring them to the seminar
8
Teaching Lecture Topics and Learning Objectives Face-to-Face Seminar or Online
Week Discussion
Week 10 Group Presentation and Assignment Face-to-Face Seminar
Q&A Group presentation preparation
Learning Objectives Further information about the
• Describe the learning you have gained presentation can be found in the
during this module ‘module assessment’ section of this
• Recognize the key elements of the handbook.
research process
• Appreciate what is meant by
'methodological fit' in research design
• Appreciate how project management
skills can help towards good research
9
Module Assessment
The module assessment comprises:
▪ A formative assignment in Spring Term, Week 10 (does not count toward the final mark);
▪ Spring Term: a summative 2000 word open 'methods' assignment in Summer Week 1
(70%, individual assignment);
▪ Summer Term: a summative 3000 word open 'data analysis' assignment in Summer
Week 6 (30%, group assignment).
Please see ‘assignment briefs’ in the assessment folder on the module VLE site for further
information on the module assessment.
Spring Term Formative Assessment: Group Presentation
Presentation Time: Week 10 (final week of the term)
This group presentation is a test run for your Spring Term Summative Assessment and is a good
way to reflect your learning of this term. Preparing this presentation can help you for your
assessment preparation.
Aim and Task
This formative exercise draws upon the module learning from this term. It gives you an
opportunity to check your understanding of the initial stages of the research process, including
identifying a research topic, developing a research question, and critically evaluating an
appropriate methodology for its in investigation.
In a group of 5-8 people, draw on the case of Heathrow’s third runway plan and prepare a 5-
minute group presentation that shows:
• The process of how you (1) identify a research topic in the example of Heathrow’s third
runway plan; (2) formulate your research question; (3) and specify the research objectives;
• The process of how you (4) choose an appropriate methodology; and (5) evaluate the
methodology fit
A supporting reference to get you started:
BBC (2020) Heathrow expansion: What is the third runway plan? [online]. Available at:
[Link] (Date accessed: 24 November 2021).
Your presentation should be fully referenced, using appropriate literature sources, drawing from
module materials and core readings, and supplemented by your own wider reading and
experience.
Feedback
Tutors will provide feedback after each of the presentations.
10
Spring Term Summative Assessment (2000 Words; 70%)
Submission in Week 1, Summer Term
This 2000-word summative assignment requires you to design a suitable research plan (strategy,
methods, analysis) for a given research problem identified in the letter from the CEO Starbucks
to shareholders. The task is to:
Write a 2000-word essay in which you discuss and critically evaluate an appropriate research
methodology and method[s] to investigate the topic of consumer behaviour and use of incentive
schemes to encourage the use of reusable containers for Starbucks.
Please see ‘assignment briefs’ in the assessment folder on the module VLE site for further
information
11
Recommended Reading List
Core Module Texts
Saunders, M., Lewis, P. & Thornhill, A. (2012). Research methods for business students. 6th
edition. Harlow, UK: Pearson.
This textbook has been chosen as the primary core text that offers a classic approach to
understanding research methods, aimed at students who need to undertake a research project as
part of their academic course. It is comprehensive and easy to access, again with plenty of real-
world examples. Please note: there are several editions of this book available - all are relevant
but the later versions (6th, 7th, 8th editions) are the most up-to-date. This book is available to loan
as a hard copy and e-book from the University of York Library.
Bryman, A and Bell, E (2015) Business Research Methods. 4th Edition. Oxford University
Press.
Please note: there are many editions of these two core texts. You do not necessarily have to have
the most recent version as much of the core material remains the same. In more current versions,
you may just find that the examples/case studies presented are more contemporary.
Additional Reading
Creswell, J. W (2013) ‘Research Design: Qualitative, Quantitative and Mixed Methods
approaches’ (Fourth Edition), SAGE Publications.
Crotty, M (1998) The Foundations of Social Research: Meaning and Perspective in the Research
Process. London. Sage. Reprinted 2012.
Moses, J W and Knutsen, T L (2007) Ways of Knowing: Competing methodologies and methods
in social and political research, Basingstoke: Palgrave Macmillan.
Pallant, J. (2013). The SPSS survival manual: A step by step guide to data analysis using IBM
SPSS. 5th edition. Maidenhead, UK: Open University Press.
Silverman, D (2013) Doing qualitative research. SAGE Publications.
Tashakkori, A and Teddlie, C (1998) Mixed methodology: Combining quantitative and
qualitative approaches. Applied Social Research Method Series. Volume 46. Sage
Publications.
Wallace, M. & Wray, A. (2011). Critical reading and writing for postgraduates (2nd ed.). London,
UK: Sage.
A weekly reading list can be found in the folder of a specific week on the module VLE site
as well as in the section of ‘reading list’ on the left-hand site menu on the module VLE site.
12