RESEARCH METHODS FOR THE DIGITAL AGE - 2022/3

Module code: MANM497

Module Overview

This module aims to help students to develop an understanding of the research process and to undertake research leading to successful completion of their dissertation, business plan, or applied research project. It enables students to conduct research independently and provides them with the knowledge, skills and understanding required to critically evaluate research work and undertake primary research. In addition, this module will help students prepare a research proposal for their dissertation, business plan, and applied research project: students will identify their area of research, develop research questions to be answered or hypotheses to be tested, conduct literature review, and select the appropriate online research methods to answer the research questions. This module covers ideas, techniques, and methods relevant to different stages of the research process, stressing the interdependence of each stage in conducting effective, coherent and rigorous research. By covering the fundamentals of research methods and research methodologies, this module will help students develop a research mindset, and provide students with critical thinking and problem-solving skills which will help them identify, critically evaluate,

Module provider

Hospitality, Tourism & Events Management

Module Leader

LIU Daisy (Hosp & Tour)

Number of Credits: 15

ECTS Credits: 7.5

Framework: FHEQ Level 7

JACs code:

Module cap (Maximum number of students): N/A

Overall student workload

Independent Learning Hours: 84

Lecture Hours: 22

Seminar Hours: 11

Practical/Performance Hours: 33

Module Availability

Semester 1

Prerequisites / Co-requisites

None

Module content

Indicative content includes:


  • Introduction to research

    • Research typology

    • (Business) research process

    • Identifying a research topic



  • Formulating research aims and objectives

  • Developing a conceptual framework

  • Developing a research proposal

  • Critically reviewing the literature and hypothesis development

  • Formatting and managing references and citations

  • Qualitative and quantitative research

  • Obtaining secondary data in the digital age

  • Collecting primary data

    • Survey research

    • Observation methods

    • Interviews and focus groups

    • Experimental research



  • Sampling strategies

  • Measurement and scaling; questionnaire design

  • Analysing qualitative data

  • Quantitative statistical analysis

  • Negotiating access and ethical issues in research


Assessment pattern

Assessment type Unit of assessment Weighting
Coursework Individual Research Proposal (2500 words max) 100

Alternative Assessment

N/A

Assessment Strategy

The assessment strategy is designed to enable students to demonstrate their breadth and depth of understanding of both the theories of research methods and application of the theoretical knowledge to research problems in a hospitality context. A formative assessment strategy is used to help students gradually build up their knowledge and skills and obtain continuous feedback to help them improve their research proposal.

Thus, the summative assessment for this module consists of:

Individual research proposal - 100%

Students will be required to write a research proposal in which students will identify their area of research, develop research questions to be answered or hypotheses to be tested, conduct literature review, and select the appropriate research methods to answer the research questions. Students will need to draw on the latest academic research and industry trends to demonstrate the relevance of their research topic. Students will submit a 2,500-word written report.

Formative Assessment and Feedback


  • During the first online activity, the assignments and the feedback process is explained.

  • Feedback is also provided during and after online discussions/guided activities. Students will be required to contribute to moderated discussion forums and seminars to demonstrate the development of their subject knowledge and apply the theoretical knowledge into practice.

  • As the online activities are built around topic-specific exercises in a group setting, students will not only benefit from lecturer feedback but also receive peer evaluations.


Module aims

  • Introduce the fundamentals of the research process
  • Provide students with an introduction to various qualitative and quantitative research methods, with a particular focus on digital means
  • Enable students to effectively identify research problems and to identify appropriate research research methods to answer the research questions
  • Compose a detailed research proposal on a topic relevant to hospitality industry
  • Write a critical literature review that deals effectively with relevant concepts/theories/models
  • Provide students with skills in basic primary data collection and data analysis
  • Locate information from a variety of secondary sources online
  • Stress the ethical aspects of research and how to embed them into research practice

Learning outcomes

Attributes Developed
001 Demonstrate an in-depth understanding of the stages of the research process and an ability to perform them CKPT
002 Able to identify the attributes of a good research topic and turn research ideas into research problems CPT
003 Demonstrate an in-depth understanding of the different types of research conducted in hospitality and an ability to choose appropriate research methods to answer different research questions CPT
004 Demonstrate an ability to conduct and write a critical literature review that deals effectively with relevant concepts/theories/models CPT
005 Demonstrate a systematic understanding of a range of methodological concepts and theories in order to design an effective research method CKPT
006 Demonstrate a systematic understanding of various quantitative and qualitative data collection and analysis procedures to serve the purpose of a research project CKPT
007 Demonstrate an ability to write a research proposal on the identified research topic CKPT
008 Communicate clearly, logically, and persuasively in writing PT
009 Demonstrate creative thinking and competencies PT

Attributes Developed

C - Cognitive/analytical

K - Subject knowledge

T - Transferable skills

P - Professional/Practical skills

Methods of Teaching / Learning

The teaching and learning strategy for this module is designed to provide students with an overview of fundamental elements of research methods. This theoretical overview will be supplemented with practices, practical project, and continuous improvement methods so as to equip students with the necessary knowledge and skills to critically evaluate research work and independently conduct primary research in a hospitality context.

The learning and teaching methods include:


  • theoretical lectures with supporting materials from a range of academic research readings and empirical studies in hospitality to provide students with a holistic framework of knowledge

  • online exercises, practical examples, and research scenarios to put theory into application and transform the acquired knowledge into practice

  • a research proposal in which students will identify their area of research, develop research questions to be answered or hypotheses to be tested, conduct literature review, and select the appropriate research methods to answer the research questions.

  • supporting guest lecture sessions

  • formative feedback sessions


Indicated Lecture Hours (which may also include seminars, tutorials, workshops and other contact time) are approximate and may include in-class tests where one or more of these are an assessment on the module. In-class tests are scheduled/organised separately to taught content and will be published on to student personal timetables, where they apply to taken modules, as soon as they are finalised by central administration. This will usually be after the initial publication of the teaching timetable for the relevant semester.

Reading list

https://readinglists.surrey.ac.uk
Upon accessing the reading list, please search for the module using the module code: MANM497

Other information

None

Programmes this module appears in

Programme Semester Classification Qualifying conditions
International Hospitality Management with Digital Innovation MSc 1 Compulsory A weighted aggregate mark of 50% is required to pass the module

Please note that the information detailed within this record is accurate at the time of publishing and may be subject to change. This record contains information for the most up to date version of the programme / module for the 2022/3 academic year.