Quantitative &

Qualitative Research
Methods
Mastering the Mix
Course Description
• Qualitative and quantitative research methods in business studies.
• Extend and deepen understanding of research approaches and
methodologies.
• Prepare students for research projects, including problem
identification, method selection, and effective presentation of results.
 Course Learning Outcomes
CLO1: Understand different methods and designs in research, their strengths and
weaknesses, and appropriate usage.
CLO2: Explain ethical issues in planning and conducting research.
CLO3: Plan and undertake primary research in a team setting.
CLO4: Develop professional reports to present qualitative and quantitative research
findings.
CLO5: Analyze business problems using primary and secondary research.
Course Evaluation
Weekly Schedule
• Overview and introduction to the course: Content, assignments, expectations.
• Process of research
• Qualitative versus quantitative research: Key differences
• Intro to qualitative research

• Formulating and clarifying the research topic

• Qualitative data collection

• Primary data collection and secondary data collection

• Interview method (structured, unstructured and semi structured)

• Case study research

• Coding and Themes Generation

Weekly Schedule
• Overview and introduction to the course: Content, assignments, expectations.
• Process of research
• Qualitative versus quantitative research: Key differences
• Intro to qualitative research

• Formulating and clarifying the research topic

• Qualitative data collection

• Primary data collection and secondary data collection

• Interview method (structured, unstructured and semi structured)

• Case study research

• Coding and Themes Generation

Weekly Schedule
• Determining your research approach

• Conducting Literature Review

• Elements of research design

• Administering questionnaires and measurement of variables

• Types of questionnaires.

• Sampling
• Quantitative data analysis
Required Course Material:
• Before Mid-Semester:
• Books:
• Bryman A and Bell E (2011) Business Research Methods. OUP Oxford. 3rd or 4th Edition
• Reference Books:
• Creswell J W (2012) Qualitative Inquiry and Research Design: Choosing Among Five Approaches. SAGE
Publications.
• Sekaran, U., & Bougie, R. (2016). Research methods for business: A skill building approach. John Wiley &
Sons

• After Mid-Semester
• Books:
• Sekaran, U., & Bougie, R. (2016). Research methods for business: A skill building approach. John Wiley &
Sons
• Bryman A and Bell E (2011) Business Research Methods. OUP Oxford. 3rd or 4th Edition
• Reference:
• Zikmund, W. G., Babin, B. J., Carr, J. C., & Griffin, M. (2013). Business research methods. Cengage Learning.
• Williams, C. (2007). Research methods. Journal of Business & Economics Research (JBER), 5(3).
 The Mysterious Corporate Data Breach:
In the bustling corporate world, a major data breach has shaken the foundations of a
renowned multinational company. It's a company known for its cutting-edge technology and
innovative products. The breach exposed sensitive customer information, exclusive product
designs, and confidential financial data.
 Relevant Data:
1. Time and Date:
- The data breach was discovered on a Monday morning, but the exact timing of
the incident is unknown. The breach is believed to have occurred over the
weekend.
2. IT System Logs:
- IT system logs indicate unusual activities in the company's server room during
the suspected timeframe of the breach.
3. Employee Access Records:
- Access records reveal that several employees accessed sensitive databases
during the weekend, even though weekend access is typically minimal.
 Witness Statements:
1. IT Security Team:
- The IT security team reports receiving an anonymous tip about a potential weakness in
the system, but they were unable to investigate it before the breach occurred.
2. Employee Witnesses:
- Some employees report hearing about an annoyed colleague who expressed frustration
over recent layoffs and changes in company policies.
3. External Consultant:
- An external cybersecurity consultant, hired by the company, provides insights into
potential weaknesses in the company's security infrastructure.
 Additional Information:
1. Recent Layoffs:
- The company recently underwent a round of layoffs, leading to increased employee
dissatisfaction and concerns about job security.
2. Competitor Activity:
- There are rumors of heightened competition and corporate surveillance in the industry.
Some suspect a rival company's involvement.
 Additional Information:
1. Recent Layoffs:
- The company recently underwent a round of layoffs, leading to increased employee
dissatisfaction and concerns about job security.
2. Competitor Activity:
- There are rumors of heightened competition and corporate surveillance in the industry.
Some suspect a rival company's involvement.
Details of Assessments:
Qualitative Research Project
Students need to select any topic from the management domain (broadly defined). They will
have to conduct an ethnographic study and/or interviews and write a project report entailing: i)
Introduction; ii) Data collection; iii) Transcription and coding of the collected data; iv) Analysis of
data; v) Linking with the existing literature and development of a coherent outcome/framework
to conclude the study.
a. Group of 5 students max.
b. Report length: Maximum 8 pages excluding references and annexures.
 Font Size: 12;
 Font Style: Times New Roman
 Spacing: 1.15
Details of Assessments:
Quantitative Research Project
Students need to select any topic from the management domain (broadly defined). They will
have to collect quantitative data (through structured interviewing; surveys; etc.) and write a
project report entailing: i) Introduction; ii) Data collection; iii) Analysis of data; iv) Linking with the
existing literature and development of a coherent outcome/framework to conclude the study.

a. Group of 5 students max.

b. Report length: Maximum 8 pages excluding references and annexures.
• Font Size: 12
• Font Style: Times New Roman
• Spacing: 1.15
 Course Policies
• Attendance:
• The school policy of 75 percent attendance applies to this course. Attendance can be
taken at any time during each of the class sessions. YOU SIMPLY CANNOT PASS THIS
COURSE WITHOUT GOOD ATTENDANCE.
• It is the student’s responsibility to continuously monitor his/her attendance. Do Not ask
the instructor to change/modify the attendance unless there has been an accidental
oversight. In such an event, the student should inform the instructor of the error (with
proof) before the month ends.
• If you miss a class, please consult LMS and your peers and come prepared in the next
class.
 Course Policies
• Class Participation
• Makeups - There will be no make-ups for assignments, presentations and quizzes.

• Cell Phone Policy - When cell phones ring and students respond in class or leave class to
respond, it disrupts the class. The use by students of cell phones or similar
communication devices during scheduled classes is prohibited. All such devices must be
turned off. At the discretion of the instructor, exception to this policy is possible, in
special circumstances.
Course Policies
• Plagiarism and Penalty
1. Plagiarism will NOT be tolerated at any stage during this course. Students using any
unethical means to progress in this course will be heavily penalized when being graded.
The work will be marked as zero. Further action may also be taken according to NUST’s
disciplinary policy.
2. Similarity index of 19% or above will be considered as plagiarized.
3. Please note that using quotes from other reference material is allowed but is not
excluded from similarity check
4. Similarity of 3% or above with single source will be considered as plagiarism
5. The plagiarized assignment or project will be marked as zero
What is research?