MASTER PROGRAMME IN INNOVATIVE HOSPITALITY MANAGEMENT

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1 MASTER PROGRAMME IN INNOVATIVE HOSPITALITY MANAGEMENT Syllabus Academic Year Course title: RESEARCH SKILLS Lecturer: PROFESSORS LEVENT ALTINAY AND YUKSEL EKINCI Oxford Brookes University, Business School, Department of Hospitality, Leisure and Tourism Management OXFORD Tel: Publication for the exclusive use of TSI Turismo Sant Ignasi, ESADE- Universitat Ramon Llull; and Hogeschool Zuyd, Hotel Management School Maastricht No reproduction permitted

2 COURSE: Research Skills CODE: O2 RM MASTER PROGRAMME COURSE SYLLABUS COURSE TYPE: Compulsory YEAR: 2011/2012 ECS CREDITS: 5 ECS BLOCK: Barcelona/Maastricht LECTURER: Prof Levent Altinay 1. General description of the course. Students on the Master s programme in Innovative Hospitality Management will be expected to undertake effective research drawing upon a range of primary and secondary data sources in the preparation of coursework. Research skills are therefore of general relevance to all Master s modules. It is important that students are exposed to a range of generic methodological issues, techniques and study skills. The Research Skills module is particularly geared towards preparation for, and successful completion of, high quality, rigorous and systematic management research required for a project and is of general relevance to the successful completion of coursework. 2. Competencies developed within the course (as in the competencies distribution chart). Type General Specific Basic Name CC5 Ethics and social responsibility commitment. CC6 Problem solving CC7 Research design CC8 Information management and research CC9 Analysis and synthesis of data CC10 Writing research reports SC5 Enhancing the hospitality experience. BC1 Demonstrate knowledge and understanding. BC2 Apply knowledge and understanding and problem solving abilities. BC3 Integrate knowledge, handling complexity and formulate judgements. BC4 Communicate their conclusions, and the knowledge and rationale underpinning these. BC5 Have the learning skills to continue to study in a manner that may be largely self-directed or autonomous. 3. Content. The nature of hospitality management research Exploration of the purposes of hospitality management research and its uniqueness, differences and similarities between research and consultancy, the knowledge type of skills and understanding required to undertake research. Overviews of the research process and its iterative nature.

3 Epistemologies and practices within management research The importance of theory and the links between theory and practice, different research philosophies, inductive and deductive research approaches. The implications of different strategies for research (for example: experiment, survey, case study, action research, grounded theory and ethnography). Developing the MSc dissertation proposal Techniques for generating and refining dissertation ideas, developing dissertation proposals to meet organisational and academic needs, negotiating organisational access, ethical considerations and ethical codes. Literature and search skills Planning and undertaking a literature search, use of on-line abstracting tools and databases including data archives, CD-ROM databases, uses of academic and practitioner literature, critical reading and referencing skills. Writing-up the results of the search in the form of a literature review. Methods for data collection Populations and samples, the use and implications of probability and non-probability sampling techniques, issues of sample size and generalisability. Sources of secondary data. The uses of secondary data. Techniques for collecting primary data including: observation focus groups, interviews (structured, semi-structured and in-depth) and questionnaires. Methods for data analysis Preparing data for analysis, including using a range of analysis software (e.g. spreadsheets, databases, word processors). Quantitative analysis techniques to explore present and understand data, including graphical techniques, statistical techniques (e.g. measures of central tendency and dispersion, parametric and non-parametric tests, time series analysis). Qualitative analysis techniques to explore and understand data including pattern-matching and explanation-building. Presentation of research findings The differing requirements of organisational and academic audiences, the need for critical evaluation. Critical writing, and skills and techniques for extended writing for dissertations. 4. Course objectives. a) Related to competencies. To facilitate the generation of high quality, rigorous and systematic research as part of which the students have reflected critically on the theoretical and philosophical assumptions underpinning the process alongside the ethics of undertaking management research. To allow students to undertake a self-managed process of systematic enquiry within the domain of international tourism and hospitality management. b) Related to content.

4 By the end of the module, students should be able to: a) Recognise and critically evaluate approaches to business and management research and the assumptions upon which they are based. b) Develop a structured programme of research in pursuit of the Masters Project based upon informed choices about the methodological approaches to be followed. c) Conduct the research in a systematic rigorous yet critically reflective manner. d) Synthesise data from a wide variety of sources within an acceptable dissertation format. Students should be able to develop the following transferable skills as well: Report writing, presentation skills, critical thinking, problem solving and decision making, managing self and self-development, research skills, information technology. 5. Required readings Author/s (year) Altinay, L. and Paraskevas, A. (2008). Title (pages) Planning Research in Hospitality and Tourism Publisher. City. Butterworth-Heinemann: Oxford. Comments This is the core text which offers a balanced approach regarding the theory and practice of research methods, so that you will be equipped with the knowledge and the skills necessary to perform research and justify your approach to it. Author/s (year) Saunders, M. N. K., Lewis, P. and Thornhill, A. (2008) Title (pages) Research Methods for Business Students. (4th ed.) Publisher. City. Financial Times, Prentice Hall: Harlow. Comments This is a more advanced level research methods book which could offer you detailed information about the data collection and analysis techniques. Author/s (year) Easterby-Smith, M., Thorpe, R., and Lowe, A. (1991). Title (pages) Publisher. City. Comments Management Research: an Introduction Sage, London. This book introduces the key philosophies underpinning different research methodologies, approaches and techniques. 6. Exercises and assessments Type Title Extension Dates In Class Exercise (Not Defining The Parameters of Your Research September, 2011

5 assessed) In Class Exercise (Not assessed) In Class Exercise (Not assessed) In Class Exercise (Not assessed) In Class Test (10 % of the overall assessment) Research Proposal (20 % of the overall assessment) How to read an academic paper How to conduct and write the literature review Critique of an academic paper This multiple choice test will assess your research methodology knowledge and understanding Research Proposal will be assessed using the following criteria: Extent to which the subject falls within the domain of the programme Extent to which the working title represents the dissertation subject Background, academic context and links to appropriate literature Clarity of research objectives Feasibility of method or methods that will be adopted to achieve the dissertation objectives including issues of access September, 2011 September, 2011 September, 2011 January, 2012 (Maastricht) Deadline for submission is one month after the placement starts. Research ethics. Appropriateness of the intended time scale and resources required. In Company Project This is the largest piece of work on the programme. It assesses students abilities to read and synthesise information from various sources, develop research instruments, collect data and provide recommendations to companies by using their time management, negotiation, writing and communication skills effectively. Deadline September Methodology and sessions chart. Session Content Methodology Output 1 Getting Started 1.1. What is Research and Why Do We Do It? Computer Lab Exercise Electronic Databases and their use in research 2 Developing Academic Reading In-Class Exercise Developing effective reading skills

6 Skills 2.1. Why Academic Reading? 2.2. How Do you Know you Have a Paper Worth Reading? 3 Developing Literature Review Skills 3.1. Locating the sources of your literature 3.2. Defining the initial parameters of search 3.3. Conducting the main search and filtering the results 3.4. Organising your Results 3.5. Referencing your Sources 3.6. Articulating the research aim 4 Research Philosophies, Approaches and Strategies 4.1. Research Philosophies: Positivism and Phenomenology 4.2. Research Approaches: Deduction and Induction 4.3. Quantitative versus Qualitative Research 4.4. Research Strategies 5 Sampling 5.1. What is Sampling? 5.2. Probability Sampling 5.3. Non-Probability Sampling 6 Data Collection Techniques 6.1. Interviews 6.2. Observation 6.3. Questionnaires In-Class Exercise Practical Case Study Assignments Practical Case Study Assignments In-Class activities Developing a systematic approach to literature review Understanding different philosophies which underpin the research process Understanding how to select the appropriate sample from a well defined population Understanding the appropriateness of different data collection techniques for different research topics

7 7 Writing Your Research Proposal 8 Conducting the Fieldwork 8.1. Negotiating Access to Organisations 9 Analysis of Qualitative Data 10 Quantitative Data Analysis 11 Writing Up the Dissertation/Project Teacher Presentation Teacher Presentation In-Class activity Computer Lab exercises Teacher Presentation Outlining the expectations of the teaching team from a research proposal Understanding the real life complexities of conducting the fieldwork Understanding different approaches to qualitative data analysis Understanding different approaches to qualitative data analysis Understanding different components of a project and how to structure it. 8. Learning activities and distribution of work load (in student work hours). 1 ECS = 30 hours student workload. Workload distribution (For 6 ECS) Hours (approx.) Lectures 33 Assessments 2 Research proposal 30 Reading and study 60 Research 60 Total Evaluation procedure. Your mark for the course consists of four elements: in class test, research proposal, in company project report and oral defence. Evaluation activity % on grade Assessed competencies In Class Multiple Choice Test 10 Assesses research methodology knowledge and understanding Research Proposal 20 This assessment helps the students to ensure that they have a valid and viable dissertation. Research Written Report (In company Project) 50 This is the largest piece of work on the programme. It assesses a student s ability to undertake a

8 Research Presentation/Oral Defense research project and produce reliable and meaningful results. 20 Students are expected to demonstrate their communication skills and ability to convince the audience. 10. Literature. Recommended reading(s): Core Texts: Altinay, L. and Paraskevas, A. (2008). Planning Research in Hospitality and Tourism, Butterworth-Heinemann: Oxford. Saunders, M. N. K., Lewis, P. and Thornhill, A. (2008) Research Methods for Business Students. (4th ed.) Harlow: Financial Times, Prentice Hall. Further reading: Anderson, J. and Poole, M. (1998) Assignment and Thesis Writing. (3 rd ed.) Chichester: Wiley. Arksey, H. and Knight, P. (1999) Interviewing for Social Scientists. London: Sage. Becker, H. S. (1986) Writing for Social Scientists: How to Start and Finish your Thesis, Book or Article. Chicago: University of Chicago Press. Branscomb, H. E. (1998) Casting your Net: A Student s Guide to Research on the Internet. Boston: Allyn and Bacon. Brotherton, B (ed) (1999), Contemporary Hospitality Management Reseach, Cassell. Brown, B.R. (2006), Doing your Dissertation in Business and Management, London: Sage Publications. Bryman, A. (1988) (ed) Doing Research in Organisations. London: Routledge Bryman, A. (1988) Quantity and Quality in Social Research. London: Unwin Hyman. Bryman, A. (2001) Social Research Methods. Oxford: Oxford University Press. Clarke, A. and Dawson, R. (1999) Evaluation Research: An introduction to principles, methods and practice. London: Sage. Coghlan, D. and Brannick, T. (2001) Doing Action Research in Your Own Organization. London: Sage.

9 Denscombe, M. (1998) The Good Research Guide for Small-scale Social Research projects. Buckingham: Open University Press. DeVaus, D. A. (2001) Research Design in Social Research, London: Sage Diamantopoulos. A. and Schlegelmilch, B. B. (1997) Taking the Fear out of Data Analysis. London: The Dryden Press. Easterby-Smith, M., Thorpe, R., and Lowe, A. (1991) Management Research: an Introduction. London: Sage. Edwards, J. E., Thomas, M. D., Rosenfeld, P. and Booth-Kewley, S. (1997) How to conduct organizational surveys: a step by step guide. Thousand Oaks: Sage. Foddy, W. (1993) Constructing Questions for Interviews and Questionnaires: Theory and Practice in Social Research. Cambridge: Cambridge University Press Ghauri, P., Grnhaug, K., Kristianslund, I. (1995) Research Methods in Business Studies. New York: Prentice Hall. Gill, J. and Johnson, P. (1997) Research Methods for Managers. (2 nd ed.) London: Paul Chapman. Greenwood, D. J. and Levin, M. (1998) Introduction to Action Research. Thousand Oaks, CA: Sage Gummesson, E. (1991) Qualitative Methods in Management Research. Newbury Park: California: Sage. Henry, G. T. (1995) Graphing Data: Techniques for Display and Analysis. Thousand Oaks, CA: Sage Higgins, R. (1996) Approaches to Research: a handbook for those writing a dissertation. London: Jessica Kingsley Jankowicz, A. D. (2000) Business Research Projects. (3 rd ed.) London: Thompson Learning. Kinnear, P. R. and Gray C. D. (2000) SPSS for Windows Made Simple -Release 10. Hove, East Sussex: Psychology Press Krueger, R. A. (1994) Focus Groups: A Practical Guide for Applied Research. (2 nd ed.) Thousand Oaks, CA: Sage Lewis-Beck, M. S. (1994), (ed), International Handbooks of Quantitative Applications in the Social Sciences: Volume 6. London: Sage and Toppan. Miles, M. B. and Huberman, A. M. (1994) Qualitative Data Analysis: an Expanded Sourcebook. (2 nd ed.) Thousand Oaks, CA: Sage.

10 Morgan D. L. (1997) Focus groups as qualitative research. (2 nd ed.) Thousand Oaks, California: Sage. Oppenheim, A. N. (1992) Questionnaire Design, Interviewing and Attitude Measurement. (new edition) London: Pinter. Orna, E. with Stevens, G. (1995) Managing information for research. Buckingham, Open University Press. Patton, M. Q. (1990) Qualitative Evaluation and Research Methods. (2 nd Sage. ed.) London: Quinton, S. and Smallbone, T. (2006), Postgraduate Research in Business: A Critical Guide. Sage Raimond, P. (1993) Management projects: design, research and presentation. London: Chapman & Hall. Remenyi, D., Williams, B., Money, A. and Swartz, E. (1998) Doing Research in Business and Management: an Introduction to Process and Method. London: Sage. Robson, C. (2000) Small-Scale Evaluation. London: Sage. Salant, P. and Dillman, D. A. (1994) How to Conduct your own Survey. New York: Wiley. Sharp, J. A. and Howard, K. (1996) The Management of a Student Research Project. (2 nd ed) Aldershot: Gower. Shaw I. F. (1999) Qualitative evaluation. London, Sage Smith, N. C. and Dainty, P. (1991) The Management Research Handbook. London: Routledge. Stewart, D. W. and Kamins, M. A. (1993) Secondary Research: Information Sources and Methods. (2 nd ed.) London: Sage. Strauss, A. & Corbin, J. (1997) (eds) Grounded Theory in Practice. Thousand Oaks: Sage. Symon, G. and Cassell, C, (eds.), (1998), Qualitative Methods and Analysis in Organizational Research: A Practical Guide. London: Sage Tashakkori, A. and Teddlie, C. (1998) Mixed Methodology: Combining qualitative and quantitative approaches. Thousand Oaks, CA: Sage. Usunier, J-C. (1998) International and Cross-Cultural Management. Research.London: Sage.

11 Wass, V. J. and Wells, P. E. (1994) (eds.) Principles and Practice in Business and Management Research. Aldershot: Dartmouth. Zikmund, W. G. (2000) Business Research Methods. (6 th ed.) Fort Worth: Harcourt. Journals: Academy of Management Review Annals of Tourism Research British Journal of Management Current Topics in Management European Journal of Marketing International Journal of Contemporary Hospitality Management International Journal of Hospitality Management International Journal of Operations and Production Management International Journal of Organizational Analysis Journal of Applied Behavioural Science Journal of Applied Management Studies Journal of European Industrial Training Journal of Management Development Journal of Managerial Psychology Journal of Marketing Research Journal of the Market Research Society Management Accounting Research Management Decision Management Learning Organization Studies Personnel Review Regional Studies Tourism Management

12 Websites: Name Business Zone Data Archive FT Info Hoover s Online Statbase UK Equities Direct Advertising Association Advertising Standards Authority Advisory Conciliation and Arbitration Service American Marketing Association Association of Chartered Certified Accountants Business Link Confederation of British Industry (CBI) Chartered Institute of Bankers Chartered Institute of Management Accountants Chartered Institute of Marketing (CIM) Industrial Society Institute of Directors Institute of Management Chartered Institute of Personnel and Development Institute of Practitioners in Advertising (IPA) KPMG UK London Stock Exchange Trade Union Congress (TUC) Biz/Ed Human Resource Management Resources on the Internet Internet address u.asp m 11. Observations. The Research Project is a major component of the Master s programme. It is the largest single piece of work on the programme, and it provides you with the opportunity to demonstrate what you have learned, what you can do and shows whether you have the ability to work independently. In many ways the Research Project is the culmination of the Master's programme and of the research methods training you have been undertaking over the previous two semesters of the programme. It is important therefore that you take this opportunity to show your abilities to the full and do not treat it as just another piece of coursework.

13 The key aspects of the Project are that it is a sustained, self-directed, independent piece of work at a high academic level. This means that although you will have guidance from a supervisor, it will be you that directs and leads your Project. You will be the one that schedules the work over a relatively long period of time and you will be responsible for meeting the final submission deadline. Do not make the mistake of thinking that you can leave the Project until the last minute, or even until the summer, you must start now! In terms of intellectual skills, the examiners will be looking for an in-depth study of a topic where the underpinning theory and current practice can be analysed, evaluated and applied to the international hotel and tourism industry. They will be looking for evidence of analysis, evaluation, application, creativity and the synthesis of new ideas. Description and the mere regurgitation of theory will not be enough.