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RM_2025_S1

Research Methods Overview

  • Session 1: Dr. Laura Zimmermann

Recruitment Study Example

  • A recruiter aimed to develop a test predicting managerial success.

  • Selected a random sample from successful managers on the New York Stock Exchange.

  • Conducted a questionnaire with several hundred questions via email.

  • Results were analyzed, producing a profile of successful managers.

  • A similar questionnaire was given to business school students; those with low scores were advised to pursue different careers.

Course Expectations

  • Skills to Develop:

    • Conduct and interpret research.

    • Evaluate research quality for decision-making.

Instructor Background

  • Assistant Professor in Marketing, Dr. Laura Zimmermann.

  • Educational qualifications include BSc and MSc in Experimental Psychology, PhD in Management.

  • Teaches various courses, including Consumer Behavior and Behavioral Decision Making.

Importance of Research Methods in Communications Degree

  • Improve analytical thinking skills.

  • Critically evaluate others' research.

  • Design and conduct empirical research.

  • Engage in debates using evidence-backed arguments.

Course Objectives

  • Understanding different research methods: pros and cons.

  • Determining appropriate methods for research questions.

  • Learning to read and interpret scientific papers critically.

  • Formulating research designs for final thesis projects.

Course Structure

  • Total Sessions: 30

    • Part 1: Qualitative Methods (Sessions 1-14)

    • Part 2: Quantitative Methods (Sessions 15-30)

    • Topics include: Sampling, Measurement, Survey Design, Descriptive Statistics, Hypothesis Testing, Interviews, and Experiments.

Attendance and Participation Expectations

  • Mandatory Attendance: At least 80%.

  • Punctuality: No more than 5 minutes late.

  • Active participation and completion of tasks before deadlines are essential.

  • Communication issues must be reported immediately.

Assessment Components

  • Class Participation: 20%

  • Midterm Exam: 20% on Qualitative Methods.

  • Group Presentations: 20% each for qualitative and quantitative projects.

  • Final Exam: 20% on Quantitative Methods.

Exams Overview

  • Midterm Exam: Focuses on understanding qualitative topics; scheduled for February 18.

  • Final Exam: Evaluates understanding of quantitative topics; scheduled for May 7.

Research Methods Types

  • Quantitative Methods: Focus on numeric data and statistical analysis to test theories.

  • Qualitative Methods: Focus on words and understanding meanings behind behaviors and experiences.

Research Methodology

  • Deductive Approach:

    1. Theory

    2. Hypothesis

    3. Data Collection

    4. Findings

    5. Hypotheses Testing

    6. Revision of Theory

  • Inductive Approach: Forms theory based on data observations.

Researcher Worldview Influence

  • Epistemology: The worldview affects the methods chosen for research.

  • Positivism: Focuses on testing theories.

  • Constructivism: Focuses on understanding individual experiences.

Data Characteristics

  • Quantitative Research: Measures relationships among variables.

  • Qualitative Research: Investigates meanings and experiences.

Research Method Selection Guidance

  • Qualitative Methods: Best for exploring new concepts with limited previous research.

  • Quantitative Methods: Suitable for testing specific hypotheses with existing theories.

Summary of Key Points

  • Research methods fall into qualitative and quantitative categories, influenced by the researcher’s worldview.

  • Each method provides different data types and insights.

Practice Questions

  • Compare and contrast quantitative and qualitative studies.

  • Discuss approaches from constructivist and positivist perspectives regarding emotional attachment to cars.

  • Define qualitative and quantitative research with examples.

  • Explain the advantages of conducting research over relying on common sense.