Independent Research Project
Independent Research Project
Guidance Pack
Module Learning Outcomes
i. Undertake an original investigation on a contemporary industry topic
ii. Apply appropriate research and project management techniques to the investigation;
iii. Present reasoned conclusions and/or creative solutions.
Assessment - Report - 100% - Individual - 5,000 words
Choosing your research question (aim)
Choose a specific question from the list below and use the associated template for each question (note: a case study can be an organisation, destination, airport or other port, attraction, event or hospitality venue)
Examine the feasibility of X [specify a case study] launching OR implementing a new product OR market OR brand OR service OR system OR business idea within Y timeframe [specify the focus].
Conduct an in-depth audit of ONE organisation's existing policies, practices OR systems [specify the focus] in order to propose creative solutions to ONE critical gap which impacts their performance;
Conduct a perception OR sentiment analysis [state which one] of key stakeholders [specify ONE stakeholder] to industry practices, products OR policies [state specifically the practice/product/policy] to optimise the consumer experience OR operational efficiency OR marketing success.
Conduct an image analysis of a business/organisation/destination [specify the focus] in order to enhance its reputation OR ensure better alignment with strategic objectives.
Examine the success of ONE response strategy [state which one] of an organisation/professional body OR destination [state which one] to a disruptive event or contemporary challenge/opportunity [specify the focus].
Analyse of the applicability of ONE existing framework/toolkit to ONE contemporary industry/destination challenge [specify the focus]. This is a more academic topic.
Examine the impact of ONE industry practice OR product OR policy on a specified case study [see list above] or ONE key stakeholder.
Propose a creative and innovative sustainable practice to an organisation or destination to generate more value on the organisation/destination OR on a specified stakeholder [specify the focus].
Guidance on each part of the project
Introduction [guidance of 200 words]
The introduction sets the context of your study.
Aim, Objectives and Rationale [guidance of 300 words]
Aim this is the research question chosen ensure as much specific detail as possible within the aim.
Note: The aim is your chosen research question above, with the specific focus and context
Objectives break down your aim into smaller parts the collective examination of all objectives should enable you to address the question/aim.
See example
To historically contextualise (this is useful objective to start with if you need to review how a concept has evolved over time - this will cover definitions, so you do not need to include another objective on definitions)
To define (this may be useful if you are not including one on contextualising the topic, as detailed above)
To identify (for example, the key criteria that are critical for ..whatever your theme is)
To assess (for example, an organisations response to a specific external or internal force/driver or an organisations effectiveness in implementing a specific system)
To propose (the final objective should link to the outcome (or so-what factor) of your project so that your project has value to stakeholders for example; are you proposing a new process/model/system/theoretical model/toolkit/best practice model?
Rationale where are the gaps in current studies to inform this project? Is there an organisational need for this project?
Complete this after you conduct your literature review
Literature Review (LR) [guidance of 1200 words]
A Literature Review is simply a review of existing literature for the following purposes:
What previous studies have covered this theme, what were their conclusions, where are the gaps? This forms the basis of your question as well as provide you with a rationale for your study.
What theoretical framework (or toolkit) could I use to address my question?
Establish the most appropriate definition and model (or sections of a model) to address your question. Then conclude with a theoretical framework/model (toolkit) that you will apply to your case study within theFindings/Discussionchapter. This will help you to explain your findings, identify and good practices/gaps within your findings and support you to make overall 'judgements'.
What specific themes of this theoretical framework will I focus on? Many frameworks include numerous sections/themes - you may not need to focus on all sections.
How to conduct a LR
Identify critical literature to be included within this review (this links to Secondary Methods covered within the Methodology).
Start with a definition analysis of thekeyconcepts within your study.
Create a table & place them in chronological order (starting with the earliest first).
Note the similarities/differences across definitions.
Determine the most appropriate definition for your study.
Review the key relevant themes (that are pertinent to your study) within the literature that you have chosen.
Under each theme, review each study within a chronological order as it may showcase how a specific theme has changed/evolved over time because of various external forces.
Critique these studies based on the following:
their strengths and weaknesses
identify any opposing views
note any gaps in the studies (a gap will help you to provide the rationale to your study)
Examples of possible gaps:
Time gap the last study on this topic was several years ago, so it is important to see if these findings are still relevant today;
Case study gap no such study on your specific case study has been conducted;
Theoretical gap consideration of a different theory/definition or criterion for your study;
Methodological gap previous studies have not used a specific method to generate findings.
Review ONE or TWO key models/theories relating to the key theme of your study.
Determine the key similarities/differences across the models.
Decide if a section of a model is only relevant to your research question. Conclude with the key model/section of model that you will apply to your case study (within the Findings section).
Remember: a theoretical framework or model will help you to structure and explain your findings, identify good practices/gaps with your case study, and support you to make overall 'judgements'.
Note: a model is simply a drawing of a theoretical framework.
Conclusion to the LR
Where is the overall gap within the literature to justify your research question?
What overall theoretical model will you use to frame your study in other words, help you to structure and explain your findings (at a later stage)
Methodology [guidance of 600 words low word count as tables will be used]
This section is often written retrospectively. The questions to ask yourself are the following:
What literature, information & data do I need to answer my research question (aim)?
What academic and industry-based literature do I need to inform my literature review?
What specific data will I need on my case study/sector to address my question?
How will I obtain this literature and information/data?
How will I analyse it?
How will I 'judge' this literature and data/ information?
Are there any gaps in the literature and/or within my data/information? Gaps could include the lack of currency of the data/literature,
How will I fill these gaps?
Will I need to use primary research to 'fill a gap' in secondary?
If so, what specific primary methods will I use to obtain this critical information/data?
Regardless of what methods you choose for your study, you will still need to consider the ethical aspects of each method. For example, consideration of GDPR for all data collected, including publicly available data that involve individuals (for example: online reviews/comments and social media posts). Full information about UCBs GDPR policies are located on our website. Please ensure that you read through these policies before you finalise your research methods.
Please complete an ethical application and ensure that you apply within the given deadline for your project. Failure to apply may result in your project not being marked and/or disciplinary action.
Types of Data Collection - Existing Data
Type Explanation Be mindful of
Social Media analysis Traces of digital footprints are left behind online - we can learn about social life, views & behaviour based on these traces Ensure social media account names are kept anonymous
Read the Terms & Conditions about using social media data BEFORE using it
Documents, reports, images Texts, visual images are produced by people to tell a story - these can be reviewed and unpacked in studies to interpret meaning
Researcher should not work for a competitor or be an aggrieved employee/former employee
Ensure secure storage of confidential information
Databases
Datasets are produced by others within a specific context - these can be reviewed and analysed in studies to discover new meanings/interpretations or to test a link to other claims Check the methods for producing these databases - how representative are they of your study?
These datasets may be created with a specific focus in mind.
Sources: Gournelos et al (2019), Denscombe (2021)
See the tables below for guidance on the merits of different secondary sources of information.
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How to review an Academic Reference?
right4152900 How to review an Industry Report?
Quantitative and Qualitative Data
Quantitative Versus Qualitative Data
Features Quantitative Research Qualitative Research
Units of data Numbers Words and Visual Images
Purpose Objective measurements Interprets the meaning words/images convey
Scale of data to be collected Large scale of data Smaller scale of data
Focus on the research Focuses on specific variables Takes a more holistic perspective
Analysis of Quantitative data
Sources of Data Questions to consider
Datasets (already exist)
Survey results
Content Analysis of texts/images /transcripts
Measurements from experiments/observations How many? (Number of items)
How often? (Frequency of items)
How big? (smallest/largest/average/dispersion of data)
What proportion? (ratios/fractions/percentages)
Any association between items? Patterns? Links between variables? Correlations?
Any outliers?
If the sample is small (working with less than 100)
be careful of drawing generalisations from the data
present the findings as numbers and NOT percentages (percentages could disguise the low sample and this would not be viewed positively).
Analysis of Qualitative data
Sources of Data Types of analysis
Answers to open-ended questions (surveys)
Transcripts from interviews/focus groups/online meetings
Images (websites/social media/brochures, within reports)
Text of promotional campaigns/social media/
Symbols/cultural objects/logos
Minutes of meetings
Documents (e.g. Reports, policies/strategies, information guides)
Audio/video recordings
Thematic analysis - look for common themes, topics, ideas and patterns of meaning within texts - can be used within a definition analysis of a concept over time. Can also be used with Content Analysis below
Content Analysis - systematic classification/coding of specific words used across text and images. From here, you will ask a series of questions of the text/images to establish some meaning to the text/images. We call these questions codes you (see below examples of such codes (questions) & where the answers to these questions are rated (e.g., 0 (not present) to 3 (highly emphasised))
Content Analysis of Text - e.g., counting the number/use of nouns & adjectives in a promotional campaign, news article, information guides, speeches, industry reports/strategies (eg on Equity & Inclusivity, concern for climate change/environment/society) etc)
What does this use of specific nouns/adjectives signify (add meaning) to the reader/audience? Any changes in the words used over time? Any potential for mis-interpretation? Any bias? Use of formal language versus informal language? is the language appropriate for the targeted audience?
Content Analysis of images/visuals - the image source, image quality, original context of the image - classification of images into categories of themes (e.g., how different groups of people/events/objects are represented in images - main character, peripheral character, number of people/objects in an image, colours, locations, actions of main and peripheral characters, facial expressions - is the person making eye contact with the reader? - what meaning could be derived from these images? Any invisible groups? Any stereotypical images used?
Discourse Analysis - works alongside Content Analysis in that it seeks to see how language is constructed and how it is constantly evolving - how is it linked to the key social/cultural/economic and environmental discourse/discussions at a particular time? Eg How say a Diversity policy has evolved from simply focusing on gender, race, and disability, to LGBTQ+ etc.
Narrative Analysis - analysing texts/images that tell a story - the structure, content, and purpose/function of the story. Businesses can use this approach if seeking to determine a well-told success story that can ensure a sale, or a key story/message after a crisis etc
Sentiment Analysis - evaluating the sentiments/opinions of key stakeholders within text - this can be used by businesses/organisations to shape their marketing plans, by evaluating social media posts (scan comments to see if customers feel positive - neutral - negative about their image/products/experiences or brand (this goes beyond simply counting the number of posts and likes) - from here, organisations can identify trends in sentiments over time, which should inform their marketing campaigns, etc
Useful resource (accessible via UCBs Online library): Gournelos, Ted; Hammonds, Joshua R.; & Wilson, Maridath A. (2019) Doing Academic Research: A Practical Guide to Research Methods and Analysis. Oxon. Routledge
Ensure you do the following: Duplicate any original data such as recordings/files/images/documents etc - these back-up files can be used in your analysis to protect the original copies from any damage/loss/unintentional corruption.
Store the original data securely - use passwords, encryptions and ensure you retain the confidentiality of sources (especially of surveys/interviews etc)
Catalogue all your data BEFORE analysis begins (create some sort of online filing system)
Sources: Gournelos et al (2019), Denscombe (2021)
Findings & Discussion [guidance of 1600 words]
Structure your Findings/Discussion chapter with your chosen model/framework from your Literature Review this model will provide the key headings.
Present your findings (from the collection of methods undertaken) under each heading.
Then analyse your results/findings across your different methods and then link back to your Literature Review.
Points to consider:
Identify the key themes emerging from your findings
Compare and contrast your findings from all the methods used
Any similarities/differences/trends to note?
Use tables, thematic maps/graphs, charts, images etc to showcase the evidence of your findings. Only use the critical evidence to explain or justify a point within the report itself. Any other evidence can be included within the appendices.
Explain your findings by cross-referencing them (or linking them back) to the key studies from your Literature Review do your findings support previous studies or are you noting any new themes emerging?
You now need to consider the implications of your findings (the so-what factor) on your case study, the sector as a whole or on existing concepts and theoretical models/frameworks
Conclusions [guidance of 600 words]
The critical purpose of your Conclusion section is to bring your project to a close by answering your research question.
Please note: The conclusion is NOT simply a summary of points against each objective. Instead, we often refer to the word synthesis here, which simply means to choose the most critical points from your Findings chapter and to review them together to provide a justified answer to your research question (your aim).
For example, overall,
how feasible is the new product/market/system .and so on? Answer this question and then justify by noting the most critical findings.
How responsive has your case study been to certain forces? Answer this question and then justify by noting the most critical findings.
How significant was the impact of a force on your case study? Answer this question with some qualifying terminology, such as low, medium, or high significance and then justify your answer. How did you determine this level of impact? (This is part of your justification)
If relevant
Propose a solution/best practice model or present an adapted theoretical framework
Project Reflection [guidance of 500 words]
Reflection on the project process, schedule and outputs.
How did you benchmark your findings?
What was the most challenging element of the study and why?
If I had to do this project again, what would I do differently?
What would be your main top tip to a student about to undertake this piece of work, and why?
What key aspect of this module will you take into your early career, and why?
List of References
Appendices
Supporting evidence of surveys, interviews, image analysis, sentiment/perception analysis etc
Topic: black women in the aviation industry:
Title: A Critical Analysis of Airlines' Efforts to Address the Challenges Faced by black women in Aviation
To critically examine the response of Airlines to the challenge of underrepresentation of women of colour as pilots and engineers.
Objectives:
To investigate the historical and current underrepresentation of women of colour in the aviation industry.
To define the key criteria required for women of colour to be positively represented in the aviation industry.
To examine the initiatives and strategies employed Airlines to address the underrepresentation of women of colour.
To provide recommendations to an airline to improve the representation of women of colour in their work force.
By reviewing the literature, you should undertake definition analysis of any key concepts and create an academic framework for your topic. You should identify any clear gaps in the literature review
Literature Review (LR) [guidance of 1200 words]
A Literature Review is simply a review of existing literature for the following purposes:
What previous studies have covered this theme, what were their conclusions, where are the gaps? This forms the basis of your question as well as provide you with a rationale for your study.
What theoretical framework (or toolkit) could I use to address my question?
Establish the most appropriate definition and model (or sections of a model) to address your question. Then conclude with a theoretical framework/model (toolkit) that you will apply to your case study within theFindings/Discussionchapter. This will help you to explain your findings, identify and good practices/gaps within your findings and support you to make overall 'judgements'.
What specific themes of this theoretical framework will I focus on? Many frameworks include numerous sections/themes - you may not need to focus on all sections.
How to conduct a LR
Identify critical literature to be included within this review (this links to Secondary Methods covered within the Methodology).
Start with a definition analysis of thekeyconcepts within your study.
Create a table & place them in chronological order (starting with the earliest first).
Note the similarities/differences across definitions.
Determine the most appropriate definition for your study.
Review the key relevant themes (that are pertinent to your study) within the literature that you have chosen.
Themes to consider:
Theme 1: Historical and Current Underrepresentation of Women of Colour in the Aviation Industry
Theme 2: Criteria for Positive Representation of Women of Colour in the Aviation Industry
Theme 3: Initiatives and Strategies for Addressing Underrepresentation of Women of Colour in the Aviation Industry
Theme 4: Gender diversity and Inclusion in The Aviation Industry:
Under each theme, review each study within a chronological order as it may showcase how a specific theme has changed/evolved over time because of various external forces.
Critique these studies based on the following:
their strengths and weaknesses
identify any opposing views
note any gaps in the studies (a gap will help you to provide the rationale to your study)
Examples of possible gaps:
Time gap the last study on this topic was several years ago, so it is important to see if these findings are still relevant today;Case study gap no such study on your specific case study has been conducted;Theoretical gap consideration of a different theory/definition or criterion for your study;Methodological gap previous studies have not used a specific method to generate findings.
Can you please Review TWO key models/theories relating to the key theme of my study.
Determine the key similarities/differences across the models.
Decide if a section of a model is only relevant to my research question. Conclude with the key model/section of model that will apply to my case study delta airlines
(within the Findings section).
Remember: a theoretical framework or model will help you to structure and explain your findings, identify good practices/gaps with your case study, and support you to make overall 'judgements'.
Note: a model is simply a drawing of a theoretical framework.
Conclusion to the LR
Where is the overall gap within the literature to justify your research question?
What overall theoretical model will you use to frame your study in other words, help you to structure and explain your findings (at a later stage)
