In-company Project and Master Thesis - TSI-Turismo Sant Ignasi ...

MASTER PROGRAMME IN
INNOVATIVE HOSPITALITY MANAGEMENT
Syllabus
2011-2012 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
laltinay@brookes.ac.uk
Tel: 00 44 1865 483832
Publication for the exclusive use of TSI Turismo Sant Ignasi, ESADE- Universitat Ramon Llull; and
Hogeschool Zuyd, Hotel Management School Maastricht
No reproduction permitted

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.

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.

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

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
2012
7. Methodology and sessions chart.
Session Content Methodology Output
1 Getting Started
1.1. What is Research
and Why Do We Do It?
Teacher Presentation and
Computer Lab Exercise
Electronic Databases
and their use in
research
2 Developing
Academic Reading
Teacher Presentation and
In-Class Exercise
Developing ‘effective’
reading skills

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
Teacher Presentation and
In-Class Exercise
Teacher Presentation and
Practical Case Study
Assignments
Teacher Presentation and
Practical Case Study
Assignments
Teacher Presentation and
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 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
Teacher Presentation and
In-Class activity
Teacher Presentation and
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 180
9. 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

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.

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.

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.

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

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
http://www.businesszone.co.uk
http://dawww.essex.ac.uk
http://www.info.ft.com/companies
http://www.hoovers.com
http://www.statistics.gov.uk/statbase/mainmen
u.asp
http://194.200.168.251/equities/index.htm
http://www.adassoc.org.uk
http://www.asa.org.uk
http://www.acas.org.uk
http://www.ama.org
http://www.acca.co.uk
http://www.businesslink.co.uk
http://www.cbi.org.uk
http://www.cib.org.uk
http://www.cima.org.uk
http://www.cim.co.uk
http://www.indsoc.co.uk
http://www.iod.co.uk
http://www.inst-mgt.org.uk
http://www.cipd.co.uk
http://www.ipa.co.uk
http://www.kpmg.co.uk
http://www.sets.co.uk
http://www.tuc.org.uk
http://www.bized.ac.uk
http://www.nbs.ntu.ac.uk/staff/lyerj/hrm_link.ht
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.

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.