Business Research Methods

Module code: MK7621

This module provides a critical foundation in research methodology, encompassing both qualitative and quantitative traditions in business and management research. The qualitative component introduces you to the logic of interpretive inquiry, guiding you through the development of research questions, the selection of appropriate methods (such as interviews, case studies, and grounded theory), and the design of coherent, ethically sound qualitative studies. Attention is also given to emerging trends and tools—such as AI-assisted analysis —encouraging you to reflect on methodological rigour and positionality in qualitative research.

The quantitative strand focuses on the design and execution of empirical research using structured data. You will develop technical skills in data preparation, survey design, experimental methods, and statistical analysis. Advanced topics, including data visualisation, statistical modelling, and the application of machine learning and AI in research, are introduced to support robust analysis of complex datasets. The emphasis is on developing the capacity to design methodologically sound studies, apply appropriate analytical techniques, and produce empirical evidence that contributes to theoretically informed research.

Topics covered

• Review of qualitative research methods
• Developing research questions suitable for qualitative inquiry.
• Selecting appropriate qualitative methodologies (e.g., case studies, interviews, grounded theory)
• Design and execution of a qualitative research project (report and application)
• Technological advances, AI and emerging trends in qualitative research.
• Theoretical foundations of quantitative research
• Data mining and data manipulation techniques
• Survey design and statistical analysis
• Experimental design and statistical analysis
• Emerging trends in quantitative research: AI, machine learning, and beyond