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AGW 621
RESEARCH METHODOLOGY
Graduate School of Business
Universiti Sains Malaysia

COURSE GUIDE
Lecturer:

Dr. Rosly Othman & Dr. Yudi Fernando

Semester:

Semester 2, Academic Session 2014/15

GSB strives to nurture competent and holistic business leaders equipped with the relevant skills and initiative
needed to make a difference and to lead change in dynamic and competitive environments. This is achieved
through a combination of globalised and integrated curricula, contemporary management practices, and
applied collaborative research.
The information in this document is important and should be noted by all students undertaking the
Master of Business Administration Degree

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Approved by:

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AGW 621
RESEARCH METHODOLOGY

Course Guide
Semester 2/2014/15
Learning Outcome
After successful completion of this course, learners should be able to:
LO1:

Apply the advanced knowledge of business research and case methodology in

conducting quantitative research and case study (PO1-C6)

LO2:

Appraise and evaluate the relevancy and importance of contemporary business

issues that needs further scientific research (PO2-P7)

LO3:

Appreciate the validity of usefulness of prior research and also summarise and
synthesize insights from prior scientific research (P02-P5)

LO4:

Explain and justify the business issues, problems ,research design, research
instruments, data collection and the use of appropriate analytical tools and
techniques for analysis of data collected (P03-A4, P04-A5, P07-A3)

LO5:

Describe the elements of a good research report and ability to compose a quality
research proposal at the end of the course (P01-C6) ( PO2- P7)

Teaching Panel
Name
Dr. Rosly Othman
Dr. Yudi Fernando

Room #
Block D05, Universiti Sains
Malaysia
Block L10- Room 13, L10,
Indah Kembara

Email

5297

rosly@usm.my

5093

yudi@usm.my

Consultation Hours
Time

Day

Dr. Rosly Othman

Dr. Yudi Fernando

(As per Appointment)

Duration
15 Weeks (Feb 2015 June 2015)

Wee
k
1

Students Learning Activities

Activities

Part A: Introduction to the course

At the end of Part A, learners are expected to:
1. explain the objectives of this course
2. comprehend the learning outcomes of this course and the learning activities to achieve
each one of them
3. comprehend on how they are being assessed and the components
4. explain the expectations from the project
5. explain the general rules and procedures with regard to the course
6. know their course-mates
Part B: Lesson 1: Introduction to the philosophy of research (LO1-C6) (L02-P1)
Learning outcomes from Lesson 1. learners are expected to be able to
1. C6. Explain the concept and purpose of research and explain the characteristics of
scientific research
2. C6. Contrast between case method and quantitative research
3. C6. Explain the ethical issues in research
4. C4. Identify the attributes of a good research topic
5. P1. Distinguish between main research approaches: deductive and inductive
6. C6. Explain what is meant by epistemological and ontological position.
7. C1. Identify the attributes of a good research topic.
To achieve the learning outcomes, students are required to:
1. Read Chapter 1, 2 & 3 Cooper and Schindler (2014)
2. Read Chapter 2 & 4 Saunders et al. (2012)
3. Read Chapter 1 Yin
4. Do Case 1: Ohio Lottery: Innovative Research Design Drives Winning (Cooper and
Schindler (2014): Business Research Methods, 12th edition, pg. 24/ appendix A)
5. Do Discussion Q 2.7, Chapter 2, Saunders et al. (2012), pg. 60.

Lesson 2: Quantitative Research: Overview of the research process and identification of

research problem (LO1-C6) (LO2-P7) [LO4-(P03-A4, P04-A5, P07-A3]
Learning outcomes from Lesson 2. Student are expected to be able to:
1. C6. Describe the research process
2. P5. Construct and develop research questions
3. P1. Identify research ideas and turn them into research problems which have a clear
research questions and objectives.
4. A3. Justify the significance of the research problem
To achieve the learning outcomes, students are required to:
1. Read Chapter 4 & 5 Cooper and Schindler (2014)
2. Do Case 2: Donatos: Finding the New Pizza (Cooper and Schindler (2014): Business
Research Methods, 12th edition, pg. 91/ appendix B)
3. Do Discussion Q 1 Chapter 4, Cooper and Schindler (2014), pg. 90.
4. Preparing a Gantt Chart to keep track of progress.

Lesson 3: Theoretical framework, Literature Review and Hypotheses Development

(LO3-P5) (LO4-A5)

(LO1-C6)

Learning outcomes from Lesson 3. Students are expected to be able to:

1. C6. Develop and justify the theoretical framework
2. P7. Create hypotheses for the research
3. C6. Summarise literature review
4. A4. Synthesise the literature
5. A5. Questions the approach and the findings of previous research
6. C2. Comprehend what needs to be included when writing their critical review
7. C1. Know the range of primary, secondary and tertiary literature sources available
8. C1. Identify key words and undertake a literature search using a range of methods
9. C6. Evaluate the relevance and sufficiency of the literature found.
10. P5. Display the ability to reference the literature found accurately
11. C2. Comprehend the meaning of plagiarism and to avoid it.
To achieve the learning outcomes, students are required to:
1. Read Chapter 10 & 17 Cooper and Schindler (2014)
2. Read Chapter 3 Saunders et al. (2012)
3. Do Case 3: Mastering Teacher Leadership (Cooper and Schindler (2014): Business
Research Methods, 12th edition, pg. 91/ appendix C)
4. Do Discussion Q1 & Q2 Cooper and Schindler (2014)
Lesson 4: Research Design (LO1-C6) (LO3-P5) (LO4-A5)
4
Learning outcomes from Lesson 4. Students are expected to be able to:
1. P2. Explain the design of quantitative research
2. C6. Describe the various research strategies and designs for business research
3. P5 .Display ability to propose the best research design to conduct the research
4. A5. Display ability to discuss ethical issues in conducting a research
5. C2. Explain the time horizon and unit of analysis of the research design chosen
6. C2. Explain the credibility of research findings
To achieve the learning outcomes, students are required to:
1. Read Chapter 6 Cooper and Schindler (2014)
2. Read Chapter 5 & 6 Saunders et al. (2012)
3. Do Case 4: Calling Up Attendance (Cooper and Schindler (2014): Business Research
Methods, 12th edition, pg. 91/ appendix D)
4. Read articles on various research designs. Refer to list #
5. Do exercise 6.10, Saunders et al. (2012), pg. 251
Lesson 5: Collection of data and measurement of variables (LO1-C6) (LO4-A5)
5
Learning outcomes from Lesson 5. Students are expected to be able to:
1. C6. Compare and contrast the various sources of data
2. A4. Prepare research instruments
3. A4. Explain measurement of variables
4. A5. Display ability to collect and measure variable based on the operationalisation of the
concept
5. C4. Analyse potential data quality and evaluate how to overcome these
6. C5. Design, pilot and administer a questionnaire to answer research questions and to
meet research objectives.
To achieve the learning outcomes, students are required to:
1. Read Chapter 11, 12 & 13 Cooper and Schindler (2014)
2. Read Chapter 11, Saunders et al. (2012)
3. Do Case 5: Yahoo Consumer Direct Marries Purchase Metrics to Banner Ads (Cooper
and Schindler (2014): Business Research Methods, 12th edition, pg. 91/ appendix E)

4. Do discussion question 11.9, Chapter 11, Saunders et al. (2012), pg. 461
5. Do discussion question 11.11, Chapter 11, Saunders et al. (2012), pg. 461
Lesson 6: Sampling and analysis of quantitative data (LO1-C6) ( LO 2- P7)(LO4-A5)
6
Learning outcomes from Lesson 6. Student are expected to be able to:
1. C6. Select appropriate sampling techniques and ability to justify the selection
2. C6. Evaluate the representativeness of the respondents.
3. C1.Explain the probability and non-probability sampling techniques
4. A4. Identify the types of variables
5. C5. Create coding of data for analysis
6. C3. Know the different types of data and understand the implications of data type for
subsequent analysis.
7. A4. Explain the appropriate statistical test /analysis to be used
8. P1. Select the most appropriate analysis and present them in terms of tables and
diagrams to explore and illustrate different aspects of the data
9. C6. Interpret correctly the tables, diagrams and statistics used.
10. P7. Combines the analysis and interpret them correctly
11. P7. Make/perform the analysis correctly and know why it is done
To achieve the learning outcomes, students are required to:
1. Read Chapter 14 Cooper and Schindler (2014)
2. Read Chapter 7 & 12, Saunders et al. (2012)
3. Do Case 6: Inquiring Minds Want to Know--Now! (Cooper and Schindler (2014):
Business Research Methods, 12th edition, pg. 91/ appendix F)
4. Do Discussion question 7.10 of chapter 7, Saunders et al. (2012), pg. 294
5. Do Discussion question 12.9 of chapter 12, Saunders et al. (2012), pg. 532

Lesson 7: Writing the research report and Expected Outcome(LO1-C6) ( LO 2- P7) (LO4-A5)
(LO5)
Learning outcomes from Lesson 7. Students are expected to be able to:
1. C3. Demonstrate ability to prepare a report that meets the necessary assessment criteria
2. C6.Explain the recommendation, implications, limitations and suggestions for future
research
3. P7.Arrange the report in accordance to the acceptable forma, structure and style and
ensuring a coherent flow of information in the report
4. A5. Display appropriate tables, diagrams, analysis and appendices
5. C6.Summarize the research findings into a report
6. C6. Explain the expected outcome of the research
7. C3. Demonstrate ability to reference sources correctly
8. C5. Plan and design an oral presentation of the report.
To achieve the learning outcomes, students are required to:
1. Read Chapter 19 & 20, Cooper and Schindler (2014)
2. Read Chapter 14, Saunders et al. (2011)
3. Read 40 Questions of proposal defense
4. Read checklist of final viva
5. Introduction to APA tutorial
http://flash1r.apa.org/apastyle/basics/index.htm?__utma=185732729.587095438.1392006024.139
2006024.1392010886.2&__utmb=185732729.6.10.1392010886&__utmc=185732729&__utmx=&__utmz=185732729.1392006024.1.1.utmcsr=(direct)|utmccn=(direct)|utmcmd=(none)&__utmv=&__utmk=213605780

Mid Semester Break

**Lesson 8: Case Study Research (LO1-C6) (LO4-A5)

9
Learning outcomes from Lesson 8. Student are expected to be able to:
1. A4. Identify the type and purpose of case study
2. C6. Explain the different classifications of case study
3. A4. Formulate potential issues/topics to be used for case study method
To achieve the learning outcomes, students are required to:
1. Read the cases given and classify the case according to the specific classification. The
three cases given are:
Case 1: Benihana
Case 2: Managing Change
Case 3: Performance Measurement in GLC
2. Form groups for class activities
Lesson 9: Designing Case Method Research : Case Selection and Access (LO1-C6) (LO4-A5)
10
Learning outcomes from Lesson 9. Student are expected to be able to:
1. C6. Justify the case selected
2. C6. Justify the data to be collection
3. C6. Justify the analysis used
4. A4. Formulate case research proposal
To achieve the learning outcomes, students are required to:
1. Read chapter Yin 2
2. Read article given
3. Formulate research questions and issues to be analysed based on the article given
a. Prepare and contribute to class discussions on creating data linkages based on the
issues given
Lesson 10: Conducting case studies: collecting the evidence (LO1-C6) (LO3-P5)
11
Learning outcomes from Lesson 10. Student are expected to be able to:
1. P2. Explain the sources of data for case write up
2. C6. Compare and contrasts the value and authenticity of sources of documents
To achieve the learning outcomes, students are required to:
1. Read chapter Yin 2 and 4
2. Prepare possible sources of documentary for proposed case study for presentation in
class
Lesson 11: Interviewing (LO1-C6) (LO4-A5)
12
Learning outcomes from Lesson 11. Student are expected to be able to:
1. A4. Formulate appropriate interview questions
2. A3. Studies the political and ethical issues of interviews
3. C5.Generate data through interviews
To achieve the learning outcomes, students are required to:
1. Read chapters 3 and 4 Yin
2. Prepare interview questions for mock interview
Lesson 12: Analysing Case Study Evidences (LO1-C6) (LO4-A5)

13
Learning outcomes from Lesson 12. Student are expected to be able to:
1. A4. identify the analytical tools used
2. C3. Apply the analytical tools for case analysis
3. C6. Justify the use of appropriate tools for their cases
To achieve the learning outcomes, students are required to:
1. Read Yin Chapter 5
2. Discussion on observation
3. Do literature review of tools for analysis for proposed case method and
4. Contribute to class discussion on using the appropriate tools for analysis (1 tool per
group)
Lesson 13: Writing the case (LO3-P5) (LO4-A5)
14
Learning outcomes from Lesson 13. Student are expected to be able to:
1. A4. Identify the writing style of each cases
2. P5. Construct case report and analysis
3. A3. Justify the case format used
To achieve the learning outcomes, students are required to:
1. Read Chapter 6
2. Discussion on interview
3. Discussion on Selected Industry Analysis (1 industry per group)
4. Identify the main weakness in the writing of the case given for presentation/class
discussion

Lesson 14: Presentation of research proposal

15
Learners are expected to explain and justify their research proposal
TEXTS
PRESCRIBED TEXT
MAIN TEXTBOOKS
Cooper, D. R. & Schindler, P.S. (2014), Business Research Methods, 12th Edition,
McGraw-Hill International Edition, New York.
Yin, R.Y. (1994). Case Study Design: Research and Methods. Thousand Oaks, CA:
Sage. (Y)
ADDITIONAL TEXTBOOKS:
Hasnah Haron, Siti Nabiha Abdul Khalid & Yuvaraj Ganesan (2011). A Handbook for
Business Research Methods. Pearson Malaysia.
Saunders, M., Lewis, P., & Thornhill, A. (2012), Research Methods for Business, Sixth
Edition, Pearson, UK.Sekaran, U. (2007). Research Methods for Business: A
Skill Building Approach.Singapore: Wiley & Sons (Asia) Pte. Ltd (S)

Bryman, A. & Bell, E. 2007. Business Research Methods, 2nd ed. New York: Oxford
University Press, Inc. (B & B)
Cooper, R & D & Schindler, S.P (2003). Business Research Methods. Boston: Irwin
McGraw Hill.
Ellet, W. (2007) The Case Study Handbook, Harvard Business School Press: Boston
Hariri,H., Haron, H. Che Ahmad, A. and Mohd Iskandar, T. (2012). Issues in Audit
Quality: Behavioural and Market Perspectives. Pearson Malaysia.
Eishenhardt, K. M (2002) Building Theories from Case Study Research, in A.M.
Huberman and M.B Miles, eds. The Qualitative Researchers Companion, Thousand
Oaks, CA: Sage Publications, pp 5-35
Eriksson, Paivi & Kovalainen, Anne (2008). Qualitative Methods in Business Research,
Los Angeles: Sage
Gubrium, J.F & Holstein, J.A (2002). Handbook of Interview Research: Context &
Method. Thousand Oaks: Sage.
Hair, J.F., Babin, B Mobey, A.H. & Samouel, P. (2003). Essentials for Business
Research Methods. USA: John-Wiley & Sons.
Saunders, M; Lewis, P. And Thornhill, A. 2009. Research Methods for Business
Students, 5th ed. Pearson.http://wps.pearsoned.co.uk/ema_uk_he_saunders_
resmethbus_5/111/28550/7309036.cw/index.html
Zikmund, G. Business Research Methods. 7th Ed. South Western, Thomson
http://www.swlearning.com/management/zikmund/bus_research/zikmund.html
Yin, R.K (2002) Application of Case Study Research, 2nd edition. Newbury Park: Sage
Publications: