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MS3224 Business Survey Design
Part I
Course Duration : One Semester
Credit Units : 3
Level: B3
Medium of Instruction: English
Prerequisite(s) : Nil
Precursors(s) : MS2200 Business Statistics or equivalent
Equivalent Course(s) : Nil
Exclusive Course(s) : MS3105 Sampling Survey
MS3321 Customer Surveys &
MKT3602 Marketing Research &
MKT3608 Business Survey Design &
MGT3412 Research Methods in Management
Part II
Course Aims:
- Provide students with knowledge about the nature of survey research and the fundamental methodology of conducting survey research in the business field.
- Provide students with statistical techniques to help with research design, sample design, questionnaire design, fieldwork procedure, data analysis and the presentation of results
- Develop students’ computing and analytical skills to solve real-world problems
Course Intended Learning Outcomes (CILOs)
Upon successful completion of this course, students should be able to:
| No. | CILOs | Weighting | | 1 | define a business research problem and determine the information that is needed to address it | 10% | | 2 | design a survey process; use appropriate survey methods and sampling procedures in a business research study (Ability) | 20% | | 3 | conduct business research using online tools; demonstrate competence in using appropriate software (SPSS and Excel) in data collection and analysis | 20% | | 4 | draw conclusions and recommendations that are appropriate and limited/relevant to the information contained in the research data | 20% | | 5 | communicate and explain effectively research findings to the management | 20% | | 6 | work and collaborate as effective team members in multi-disciplinary and cross-professional contexts, and adopt a leadership role when appropriate | 10% |
Teaching and Learning Activities (TLAs)
(Indicative of likely activities and tasks designed to facilitate students’ achievement of the CILOs. Final details will be provided to students in their first week of attendance in this course)
| CILO No. | TLAs | Hours/week (if applicable) | | 1,2,4,5 | 1. Interactive Lectures
- Concepts, knowledge, survey research skills and problem solving skills relevant to conducting business survey research are introduced.
- Students work in groups to brainstorm and discuss the contents and structure of a questionnaire to be used in collecting information for the survey research project.
- Students conduct a pre-test on a designed questionnaire, and report back to class after brief discussions within small groups. The questionnaire will be evaluated critically and revised for final use.
| - | | 3 | 2. SPSS Laboratories
Students learn and practice statistical computing skills for data organisation, data analysis and data presentation. | - | | 1,2,3,4,5,6 | 3. Group Project
Students work by collaborating in teams to specify survey objectives, indentify information needed, design questionnaires, collect raw data, and conduct data input, data compilation and data analysis. Furthermore, students present their findings in a written survey report as well as in an in-class presentation. | - |
Constructive Alignment of CILOs and TLAs
| | TLA 1 | TLA 2 | TLA 3 | | CILO 1 | ü | | ü | | CILO 2 | ü | | ü | | CILO 3 | | ü | ü | | CILO 4 | ü | | ü | | CILO 5 | ü | | ü | | CILO 6 | | | ü |
Assessment Tasks/Activities
(Indicative of likely activities and tasks designed to assess how well the students achieve the CILOs. Final details will be provided to students in their first week of attendance in this course)
| CILO No | Type of Assessment Tasks/Activities | Assessment Details | Weighting (if applicable) | | 1, 2, 4 & 5 | 1. Written Examination | The exam is designed to assess students’ professional knowledge and ability in applying survey research techniques to solve business problems | 50% | | 1, 2, 3, 4, 5 & 6 | 2. Group Project and Presentation | Students work together in groups of 5 to 6, to complete a survey research project for a local establishment, such as TVB, ATV, Optical 88, SONY, etc. Assessments/Evaluations are carried out at various stages of the survey research, including the design of the questionnaire, data collection, project presentation and project report. Students have to provide recommendations to address the research problems, justified by the data collected, in relation to the business project at hand. | 50% |
Constructive Alignment of CILOs and ATs
| | AT1 | AT2 | | CILO 1 | ü | ü | | CILO 2 | ü | ü | | CILO 3 | | ü | | CILO 4 | ü | ü | | CILO 4 | ü | ü | | CILO 4 | | ü |
Grading of Student Achievement :Refer to Grading of Courses in the Academic Regulations (Attachment) and to the Explanatory Notes.
AT1: Written Examination
| Letter Grade | Grade Point | Grade Definitions | | A+
A
A- | 4.3
4.0
3.7 | Excellent: | Strong evidence of original thinking; good organization, capacity to analyse and synthesize; superior grasp of subject matter; evidence of extensive knowledge base. | B+
B
B- | 3.3
3.0
2.7 | Good: | Evidence of grasp of subject, some evidence of critical capacity and analytic ability; reasonable understanding issues; evidence of familiarity with literature. | C+
C
C- | 2.3
2.0
1.7 | Adequate: | Some evidence of understanding the subject; ability to develop solutions to simple problems. | | D | 1.0 | Marginal: | Sufficient familiarity with the subject matter to enable the student to progress without repeating the course. | | F | 0.0 | Failure: | Little evidence of familiarity with the subject matter; weakness in critical and analytic skills; limited or irrelevant use of literature. |
AT2: Group Project and Presentation
Questionnaire Design
| Letter Grade | Grade Point | Grade Definitions | | A+
A
A- | 4.3
4.0
3.7 | Excellent: | Strong evidence of original thinking; good organization, superior grasp of subject matter; highly effective use of question structure and wordings. | B+
B
B- | 3.3
3.0
2.7 | Good: | Evidence of grasp of subject, reasonable understanding of issues; evidence of familiarity with literature; good use of question structure and wordings. | C+
C
C- | 2.3
2.0
1.7 | Adequate: | Some evidence of grasp of subject; reasonable understanding of issues; adequate command of the construction of questions. | | D | 1.0 | Marginal: | Sufficient familiarity with the subject matter to enable the student to progress without repeating the design of questionnaire. | | F | 0.0 | Failure: | Little evidence of familiarity with the subject matter; a lot of errors in the construction of questionnaire. |
Written Report
| Letter Grade | Grade Point | Grade Definitions | | A+
A
A- | 4.3
4.0
3.7 | Excellent: | Strong evidence of original thinking; good organization, capacity to analyse and synthesize; superior grasp of subject matter; evidence of extensive knowledge base and excellent presentation skills; highly effective use of sentence structure, and a high degree of creativity demonstrated | B+
B
B- | 3.3
3.0
2.7 | Good: | Evidence of grasp of subject, some evidence of critical capacity and analytic ability; reasonable understanding of issues; good use of language overall; coherent piece of writing. | C+
C
C- | 2.3
2.0
1.7 | Adequate: | Some evidence of grasp of subject; little evidence of critical capacity and analytic ability; reasonable understanding of issues and adequate command of the language and presentation skills. | | D | 1.0 | Marginal: | Sufficient familiarity with the subject matter to enable the student to progress without repeating the project; few presentation skills and inadequate command of the language. | | F | 0.0 | Failure: | Little evidence of familiarity with the subject matter; weakness in critical and analytic skills; limited or irrelevant use of literature; poor presentation skills; poor use of the language. |
Oral Presentation
| Letter Grade | Grade Point | Grade Definitions | | A+
A
A- | 4.3
4.0
3.7 | Excellent: | Strong evidence of original thinking; good organization, capacity to analyse and synthesize; evidence of extensive knowledge base; highly effective use of the language, excellent presentation skills. | B+
B
B- | 3.3
3.0
2.7 | Good: | Evidence of grasp of subject, some evidence of critical capacity and analytic ability; reasonable understanding of issues; communicate fluently and accurately. | C+
C
C- | 2.3
2.0
1.7 | Adequate: | Some evidence of grasp of subject; little evidence of critical capacity and analytic ability; reasonable understanding of issues and adequate command of the language in terms of structure and vocabulary. | | D | 1.0 | Marginal: | Sufficient familiarity with the subject matter to enable the student to progress without repeating the project; little presentation skills. | | F | 0.0 | Failure: | Little evidence of familiarity with the subject matter; weakness in critical and analytic skills; limited or irrelevant use of literature; poor use of the language or very difficult to follow. |
Part III
Keyword Syllabus:
1. Introduction to Survey Methods
The role of surveys in decision making. Census versus sample survey. Official surveys in Hong Kong. Important points to note in conducting surveys. Survey research process.
2. Measurement and Scaling Techniques
Measurement scales. Measuring attitudes. Designing itemized rating scales. Measurement accuracy.
3. Questionnaire Design
Attributes of an effective questionnaire. Questionnaire design process. Overcoming inability to answer. Overcoming unwillingness to answer. Choosing question structure and wording. Reproduction of the questionnaire. Pretesting.
4. Sample Design
The sampling design process. Choosing between random and non-random designs. Sampling error. Nonsampling error. Response error. Nonresponse error.
5. Sampling Procedures
Nonprobability sampling techniques. Probability sampling techniques. Estimation and bound on error. Statistical approach to determining sample size. Nonresponse issues in sampling.
6. Data Collection and Preparation
Primary data-collection methods. Selecting a data-collection methods. Potential survey problems. The data-preparation process.
7. Data Analysis
Statistics associated with frequency distribution. Statistics associated with cross-tabulations. Parametric tests. Nonparametric tests.
8. Communication of Research Results
The report preparation and presentation process. Report format. Common errors in written report. Graphical presentation of research results. Guidelines for oral presentation.
Related Links
Department of Management Sciences
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