EC Research Methodology

Instructor: Dr. Bruce Chien-Ta Ho

TEL：(04) 2284-0515 ext 16
Mobile: 0953276828
E-MAIL ： bruceho@dragon.nchu.edu.tw
 Course Description
This course aims to give you an introduction to the research
methods most often used in social science. Students will
gain a knowledge and understanding of the concepts and
terminology of empirical methods used in EC field.
Research design, data collection, analysis, validity, and
report writing will all be covered. Also, Quantitative
research methods are included in this course as they are
appropriate for certain research investigations. Selection of
a particular research method will be determined based on
the problem under investigation and its underlying
assumptions.
 Course Objectives
1. To acquire skills to locate problem areas in
organisational settings, and plan, organise,
design, and conduct research to help solve the
identified problems;
2. To gather and analyse data, using both
qualitative and quantitative methods.
3. To be able to write and present research reports;
and
4. To develop skills and knowledge to discriminate
"good" from "bad" research reported in
academic, business, and trade journals.
Planned Sequence of Topics and/or
Learning Activities:
1.
2.
Introduction to Research.
Scientific Investigation. • 1. A scientific approach to
3. Technology and Business Research. business research
4. The Research Process: Steps 1 to 3: The
Broad Problem Area, Preliminary Data
Gathering, Problem Definition.
• 2. Initial stages and design
5. The Research Process: Steps 4 and 5: of a research project
Theoretical Framework Hypothesis
Development. • 3. Qualitative business
6. The Research Process: Step 6: Elements
of Research Design. research
7. Experimental Designs.
8. Measurement of Variables: Operational • 4. Quantitative business
Definition and Scales.
9. Measurement: Scaling, Reliability, research
Validity.
10. Data Collection Methods. • 5. Research reporting and
11. Sampling. managerial decision
12. Data Analysis and Interpretation.
13. The Research Report. making
14. Managerial Decision Making and
Research.
 Course Grading

Students are evaluated on the basis of two written

exam and a series of in-class activities. The grade
will be weighted as follows:

1. Two Written Exams and Several Quiz: 60%

2. Class Activities: 40% (Students learn a lot by
“doing” rather than by simply reading the
materials.)
 Course Textbook

• Uma Sekaran (2003), Research Methods for

Business: A Skill Building Approach, 4th
Edition, John Willey & Sons, Ltd.

• (雙葉Bookstore: Please contact 羅曼瑄小

姐 Phone:(02)2368-4198 Mobile:0936-187-
660))
 About the Textbook
• This book is the story of the coming together of three
strangers from three countries.
• Bob (Robert) from New Zealand (Quantitative)
• Brian from Australia (Qualitative)
• Uma from USA
Uma’s highly successful Research Methods for Business: A
skill-building Approach, Published in the USA, is now in
its fourth edition.
They have tried to maintain the strengths of Uma’s original
book and to add new materials about the use of both
qualitative and quantitative methods. Also, a wide variety
of Australian and New Zealand examples of business
research have been provided.
 What is Research ?

• Just close your eyes for a moment

to think about that ? ?
 What is Research ?
Research is simply the process of thoroughly
studying and analysing the situational factors
surrounding a problem in order to seek out
solutions to it.
Basically, Research is the process of problem-
solving.
Research = Re + Search
研究 ＝ 一再反覆的意思 ＋ 尋求

(不斷地尋求真理的意義)
What is the purpose to do
Research?
 What is the purpose to do
Research?
• 1. Finding problems
• 2. Analyzing the problems (Analyzing Data) (Let
data do the talking and serve as the departure point
of analysis)
• 3. Solving the problems
• 4. Proposing solutions (Erasing the problems and
Predicting problems)
 Some Tips for making postgraduate
study a success
• Choose your supervisor carefully: Be bold, be polite and get to know
your supervisor. A good supervisor welcomes interaction and treats
students as collaborators.
• Get a good group: Nothing helps more than finding a nice bunch of
people to work with, either in a study group or as a part of the subject’s
assessment. While you will be tempted to work with friends or people
from similar disciplines or cultures, some of the best group are those
with people in them from completely different backgrounds.
• Set aside study time and the right location: Set aside regular study time
and set up a home office to allow you to work effectively.
• Network: Establish a network among your peers and teaching staff.
• Visit the library: The library will become your best friend. You can
search the world in seconds and download all the information you
need.
• Have fun
Have fun and a gratifying experience
learning this course!