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Course Unit Description
This course offers an in-depth exploration of the principles and practices of business research, analytics, and data interpretation. Students will delve into a range of research methodologies, both qualitative and quantitative, learning to design and execute robust research projects. The course emphasizes ethical considerations, data analysis, and the use of statistical tools to extract valuable business insights. Additionally, it focuses on the effective communication of research findings and the management of research projects, equipping students to make informed, evidence-based decisions.
Learning Outcomes:
- Understand The Key Concepts and Research Design
Qualitative and Quantitative Research Methods
Data Analysis and Interpretation
Effective Communication and Research Project Management
Assessment
To achieve a ‘pass’ for this unit, learners must provide evidence to demonstrate that they have fulfilled all the learning outcomes and meet the standards specified by all assessment criteria.
| Learning Outcomes to be met | Assessment Criteria to be covered | Assessment type | |
| All 1 to 4 | All ACs under LO 1 to 4 | Exams | Term Paper |
Assessment Methods
Assessment methods will include a combination of the following:
• Written examinations
• Group projects
• Case studies and scenario analysis
• Practical demonstrations of in-flight procedures
• Reflective journals
• Presentations
• Peer evaluations
Resources:
• Textbooks and academic readings
• Online learning platforms
• Guest lectures from industry professionals
• Simulated in-flight scenarios and emergency drills
• Role-play exercises
• Videos and multimedia content showcasing passenger interactions and in-flight service techniques.
Indicative Reading List
- Bryman, A. & Bell, E. (2015). Business Research Methods (4th ed.). Oxford University Press.
- Saunders, M., Lewis, P., & Thornhill, A. (2019). Research Methods for Business Students (8th ed.). Pearson.
- Easterby-Smith, M., Thorpe, R., & Jackson, P. (2018). Management and Business Research (6th ed.). Sage Publications.
- Creswell, J. W., & Creswell, J. D. (2017). Research Design: Qualitative, Quantitative, and Mixed Methods Approaches (5th ed.). Sage Publications.
- Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2018). Multivariate Data Analysis (8th ed.). Cengage Learning.
- Field, A. (2017). Discovering Statistics Using IBM SPSS Statistics (5th ed.). Sage Publications.
- Yin, R. K. (2018). Case Study Research and Applications: Design and Methods (6th ed.). Sage Publications.
- Miles, M. B., Huberman, A. M., & Saldaña, J. (2019). Qualitative Data Analysis: A Methods Sourcebook (4th ed.). Sage Publications.
- Patton, M. Q. (2014). Qualitative Research & Evaluation Methods (4th ed.). Sage Publications.
- Cooper, D. R., & Schindler, P. S. (2014). Business Research Methods (12th ed.). McGraw-Hill Education.
