Tutorial 2: Idea Generation, Problem solving and Objective Setting

Professor Mark Palmer Department of Management Queens University Belfast

Activity No 1
Bring a business supplement newspaper to the class Select a range of newspaper business and marketing subjects
Where do you find data if you are not generating it yourself?

My 5 research friends
Thinking through the what?, how?, who?, where? and when? questions should help in undertaking research and assist in avoiding embarking on over ambitious or problematic projects.

Activity No 2-Identifying A Research Topic

Working in Groups of 4 Introduce the 3 Research Topics that you have identified as part of the preparation for the Research Methods and Techniques Module. Identify ONE topic in which you are particularly interested and explain to your group why you think it would make a good Dissertation. Use the following questions to structure your analysis What benefit is there to me in researching this topic? Will it develop or enhance my career opportunities/personal development? What is the wider significance of the topic? Business implications? Social/economic implications?

 Using the computer Search the profiles of Queens University Management Staff:
Economics Accounting Finance Management

Supervisor and topics are correlated!

Practitioner sources in marketing but what about in accounting, finance, economics?

American Marketing Association: http://www.marketingpower.com/ Marketing Magazine http://www.marketingmagazine.co.uk Marketing Science Institute: http://www.msi.org Marketing Today: http://www.marketingtoday.com/ Marketing Week: http://www.marketingweek.co.uk/ World Advertising Research Centre: http://www.warc.com/

Getting a Theory
Hult, G.T. (2011) Toward a theory of the boundary spanning marketing organisation and insights from 31 organization theories, Journal of the Academy of Marketing Science. Whitelock, J. Fastoso, F. (2007) Understanding international branding: defining the domain and reviewing the literature. International Marketing Review, 24(3)252-270.

What is the problem?

Plan of attack show that you approached the problem in a systematic manner Framing it as
A gap A question A dilemma

Follow the steps in the textbook

One student briefs the rest of the group on the idea they have (they may note-take) Group members are encouraged to seek clarification/ elaboration/ more information All group members then develop 3 specific research ideas based upon the idea outlined Ideas are collected (in a non-attributable way) and distributed to group. Comments given on ideas and possible revision of original ideas in light of commentary. Repeat cycle if necessary until research question agreed.

Activity Task 3: Formulating your research questions and objectives

Working in the same groups of 4 Discuss your proposals for developing your individual research topics with your group. Consider where the research will be located and the boundaries of the research eg at national level, an industry sector, one or more organisations, a group or team Gather ideas on where relevant secondary information exists to support your research, and its accessibility List the research questions that underpin the topic Write up possible research objectives that will address your topic. Ensure that these are SMART

Activity No 4: Refining your research issues

Select two ideas Assign X and Y labels to each The Y variable is what management care about e.g. performance, innovation capacity, export orientation. The Y variable is the dependent variable Think about its relationship with the X variable and visa versa Look at it from multiple points of view consumers, firms/managers, advertising agencies, associations, government

Example: Use the following 2X2 matrix to structure your research objectives

Exercise:
Objectivist (Positivism) v. Interpretivism?
The nature of the problem will often determine the nature of the research methodolgy.
Decide where you own research interest falls.Is it Objectivist (ie Positivist adopting the scientific method), or Interpretivist?

Objectivist (Positivism) v. Interpretivism?

Think carefully about how your propose project fits into the 2 philosophical approaches. In particular ask Is your problem about objects or about people, or The relationship between the two?

Can it be analysed in terms of forces or inner physical processes, or rather in terms of meanings and subjective forces?

Objectivist (Positivism) v. Interpretivism?

Think carefully about how your propose project fits into the 2 philosophical approaches. In particular ask
Are notions of causation an important aspect, or are you seeking to find explanations in order to reach an understanding of a situation? Will knowledge be gained through impartial observation and/or experimentation, or will you have to immerse yourself in the situation and make subjective or value-laden observations?

Reflection Question
Are there any parts of the tutorial you would like me to say a bit more about?