CHAPTER 1:

- Comprehensive literature review

- Systematic
- Critical
-Qualitative: quy nạp or diễn dịch
- Quantitative: diễn dịch
- Trong research: Giả định, có context, theory underpinning
- Explanatory research, confirmatory research
- Mở rộng lý thuyết cũ (nội dung & bối cảnh): research base view -> Extended BV
- Có thể thêm limitations vào bài research
- Data cleaning:
+ Phương pháp định lượng
Golylock, rationon
CHAPTER 2: FORMULATING AND CLARIFYING THE RESEARCH TOPIC
- Đơn vị đưa ra thông tin
- Đơn vị phân tích (Unit of analysis): VD là company => PV các cấp từ
manager trở lên
- Hàng hóa, đại lý bán lẻ, customer insights, performance: Investigate the
influence of customer insights on the performance of retail enterprises
- Qualitative: có framework
- Quantitative: build model + hypothesis
 AHP/ANP
 4 different types of bias
 Phân tích báo cáo định lượng => Fisk Bone Chart
 3 Theories: middle-range theory, substantive theory
CHAPTER 1: THE NATURE OF BUSINESS AND MANAGEMENT
RESEARCH
I. Terminology
- Differentiate method and methodology
+ Methodology: the theory of how research should be undertaken
+ Methods: techniques and procedures used to obtain and analyse data
(questionnaires, observation and interviews as well as both quantitative (statistical)
and qualitative (nonstatistical) analysis techniques)
 Methodology is broader and envelops methods
II. The nature of research
- Research is defined as something that people undertake in order to find out
(multiple purposes) things in a systematic (based on logical relationships, not
just beiefs) way, thereby increasing their knowledge
- Characteristics:
+ Data are collected systematically
+ Data are interpreted systematically
+ There is a clear purpose: to find things out
III. The research process
- Formulating and clarifying a topic
- Reviewing the literature
- Designing the research
- Collecting data
- Analyzing data
- Writing up
IV. The nature of business and management research
1. Features of business and management research
- Mode 1: emphasising a fundamental rather than applied nature, where there
is little if any focus on utilisation of the research by practitioners
- Mode 2: emphasises a context for research governed by the world of
practice, highlighting the importance of collaboration both with and between
practitioners
- Mode 3: focuses on an appreciation of the human condition + emphasises
the importance of broader issues of human relevance of research
2. Basic research vs Applied research (Types of social research)

- Basic research: Its key consumer is the academic community,with

relatively little attention being given to its practical applications + advances
fundamental knowledge about the social world
- Applied research: address a specific concern + offer solutions to a question
raised by an employer, a local community, or a social cause
+ Evaluation research
+ Action research
+ Participatory action research
3. Purposes of research types
- Exploratory research: focus on “what” question
+ When the subject is very new, we know little or nothing about it, and
noone has yet explored it.
+ Research whose primary purpose is to examine a little understood issue or
phenomenon and to develop preliminary ideas about it and move toward
refined research questions.
- Descriptive research: focus on “how” and “who” question
+ May have a well-developed idea
 + Research in which the primary purpose is to “paint a picture” using
words or numbers and to present a profile, a classification of types, or an
outline of steps to answer questions such as who, when, where, and how
- Explanatory research: focus on “why”
+ Research whose primary purpose is to explain why events occur and to
build, elaborate, extend, or test theory.
CHAPTER 2: FORMULATING AND CLARIFYING THE RESEARCH
TOPIC
I. Important steps
- Identifying the attributes of a good research topic
- Generating ideas that help you select a suitable topic
- Turning ideas into clear research questions and objectives
- Writing your research proposal
1. Attributes of a good research topic
- Capability: Is it feasible?
- Appropriateness: Is it worthwhile?
2. Generating research ideas
- Frequently used techniques:

3. Turning ideas into research research projects

a. Writing research questions
- Start with a general focus question

b. Writing clear research objective

• Check your examining body’s preferences for stated objectives
• Use a general focus question to achieve precise objectives
- The importance of theory
+ Explain phenomena
+ Predict outcomes
 + Analyse relationships
+ Compare and generalise
c. Writing your research proposal
- The content of the research proposal
+ Title: change as your work progresses
+ Background: context within the literature
+ Research questions and objectives
+ Method: Two parts
 Research design: an explanation of the general way in which you intend
to carry out the research
For example: on a questionnaire, interviews, examination of secondary
data or use a combination of data collection techniques
=> An overall view of the method chosen and the reason for that choice
 Data collection: much more detail about how specifically the data are to
be collected
For example: if you are using a survey strategy you should specify your
population and sample size
d. Timescale vs Resources
e. References
- include some key literature sources
Ex: Rokeach, M.(1979) Understanding Human Values: Individual and Society,
NewYork, The Free Press
CHAPTER 3: CRITICALLY REVIEWING THE LITERATURE
I. The critical review
1. The purpose of the critical review
- provide the foundation on which your research is built
- develop a good understanding and insight into relevant previous research and the
trends that have emerged
- identify theories and ideas that you will test using data
2. Approaches used
a. Deductive approach (nghiên cứu diễn dịch)
- Def: develop a theoretical or conceptual framework, which you subsequently test
using data
- Stages of deductive research process:
+ Formulation of a hypothesis
+ Design of a research study
+ Collecting data
+ Analysis of data
+ Drawing conclusion
=> Sừ dụng phân tích định lượng (quantitative method)
b. Inductive approach (nghiên cứu quy nạp)
- Def: explore your data and to develop theories from them that you will sub
sequently relate to the literature
- Stages of inductive approach:
+ Observation
+ Pattern recognition
+ Theory development
c. Phân biệt
Topics Inductive research Topics Deductive research

In deductive research
In inductive research, the researcher starts with a
researcher starts with data and theory or hypothesis, then
observations, then uses data tests it through
patterns to develop theories or observations and gathering
Bottom- Top-down
generalizations. data.
upapproach approach
This is a bottom-up approach in This is a top-down
which the researcher builds approach in which the
from specific observations to researcher tests a theory or
more general theories. generalization using
specific observations.

Deductive research aims to

In inductive research, theories
use real-world observations
or generalizations are made
to test theories or
Develops based on what has been seen Tests theories
hypotheses.
theories from and how it has been seen. through
The person doing the
observations The goal is to create theories observations
research gathers data to
explaining and making sense of
prove or disprove the
the data.
theory or hypothesis.

Researchers often use

Inductive research is often used deductive research when
to learn more about a they want to test a well-
phenomenon or area of interest known theory or hypothesis
Used in when there is a limited amount Used in and either prove or
exploratory of previous research on the confirmatory disprove it.
studies subject. studies This method works best
With this method, new theories when the researcher has a
and ideas can be made from the clear research question and
data. wants to test a specific
hypothesis.

Deductive research is
structured and methodical
Inductive research is flexible because it uses a research
and open to new information design and method that
because researchers can change have already been decided
Flexible and
their theories and hypotheses Structured and upon.
adaptable to
based on their findings. systematic This method starts with a
new findings
This method works best when clear plan for the research,
the research question is unclear, making it easier to collect
3. Content of the critical review
- include the key academic theories within your chosen area of research
- demonstrate that your knowledge of your chosen area is up to date
- through clear referencing, enable those reading your project report to find the
original publications you cite
4. The structure of the critical review
- A single chapter
- A series of chapters
- throughout the project report as you tackle various issues
TIPS:
1 start at a more general level before narrowing down to your specific research
ques tion(s) and objectives;
2 provide a brief overview of key ideas and themes;
3 summarise, compare and contrast the research of the key writers;
4 narrow down to highlight previous research work most relevant to your own
research;
5 provide a detailed account of the findings of this research and show how they are
related;
6 highlight those aspects where your own research will provide fresh insights;
7 lead the reader into subsequent sections of your project report, which explore
these issues.
II. Literature sources available
III. The literature search strategy
• Define the research parameters
• Generate key words
• Discuss your research
• Brainstorm ideas
• Construct Relevance trees - use computer software
CHAPTER 4: UNDERSTANDING RESEARCH PHILOSOPHIES AND
APPROACHES
I. Understanding your research philosophy
- Research phylosophy relates to the development of knowledge and the nature of
that knowledge.
- Three major ways of thinking about research phylosophy
+ Epistemology (Nhận thức luận)
+ Ontology (Bản thể luận)
+ Axiology (Giá trị học)
1. Epistemology
- the philosophical study of the nature, origin, and limits of human knowledge
a. Positivism (CN thực chứng)
- These hypotheses will be tested and confirmed, in whole or part, or refuted,
leading to the further development of theory which then may be tested by further
research
- Khuynh hướng nhận thức luận của triết học và xã hội học cho rằng phương pháp
khoa học là cách thức tốt nhất để lý giải các sự kiện của tự nhiên, xã hội và con
người
=> Deductive, quantitative method
b. Realism (CN hiện thực)
- This assumption underpins the collection of data and the understanding of those
data
- The essence of realism is that what the senses show us as reality is the truth: that
objects have an existence independent of the human mind. The theory of realism is
that there is a reality quite independent of the mind
c. Interpretivism (CN diễn giải)
- Interpretivismis an epistemology that advocates that it is necessary for the
researcher to understand differences between humans in our role as social actors
- This emphasises the difference between conducting research among people rather
than objects such as trucks and computers
- An interpretivist perspective is highly appropriate in the case of business and
management research, particularly in such fields as organisational behav iour,
marketing and human resource management
2. Ontology
- concerned with nature of reality
- bản chất của thực tại, của hữu thể, của hiện tượng xã hội
a. Objectivism (Thuyết duy khách thể)
- This portrays the position that social entities exist in reality external to social
actors
- quan niệm có một thực tại bên ngoài, khách quan và độc lập với các tác nhân xã
hội.
b. Subjectivism
- The subjectivist view is that social phenomena are created from the perceptions
and con sequent actions of social actors
c. Pragmatism
- Pragmatism argues that the most important determinant of the research
philosophy adopted is the research question
II. Reseach paradigms
- a paradigm is a way of examining social phenomena from which particular
understandings of these phenomena can be gained and explanations attempted.
- “Phương pháp luận NCKH” hay còn gọi là “Hệ quy chiếu nghiên cứu” (Research
paradigm) là hệ thống các nguyên lý, quan điểm về thế giới quan, nhân sinh quan
được người làm nghiên cứu sử dụng như một lăng kính (lens) để nhìn nhận vấn đề
và diễn giải dữ liệu đã phân tích.
In the bottom right corner of the quadrant is the functionalist paradigm. This is
located on the objectivist and regulatory dimensions. Objectivism is the ontological
position you are likely to adopt if you are operating with this paradigm. It is
regulatory in that you will probably be more concerned with a rational explanation
of why a particular organ isational problem is occurring and developing a set of
recommendations set within the current structure of the organisation’s current
management. This is the paradigm within which most business and management
research operates. As Burrell and Morgan (1979:26) note: ‘it is often problem-
oriented in approach, concerned to provide practical solutions to practical
problems’. Perhaps the key assumption you would be making here is that
organisations are rational entities, in which rational explanations offer solutions to
rational problems. A typical example of a management research project operating
within the functionalist paradigm would be an evaluation study of a
communication strategy to assess its effectiveness and make recommendations as
to the way in which it may be made more effective.
Contained in the bottom left corner of the quadrant is the interpretive paradigm. As
has been noted, the philosophical position to which this refers is the way we as
humans attempt to make sense of the world around us. The concern you would
have working within this paradigm would be to understand the fundamental
meanings attached to organisational life. Far from emphasizing rationality, it may
be that the principal concern you have here is discovering irrationalities. Concern
with studying an organisation’s communication strategy may soon turn to
understanding the ways in which the inten tions of management become derailed
for completely unseen reasons, maybe reasons which are not apparent even to
those involved with the strategy. This is likely to take you into the realm of
organisation politics and the way in which power is used. In Burrell and Morgan’s
(1979:31) words, ‘everyday life is accorded the status of a miraculous achieve
ment’. Your concern here would not be to achieve change in the order of things, it
would be to understand and explain what is going on.
In the top left corner the radical humanist paradigm is located within the
subjectivist and radical change dimensions. As we said earlier, the radical change
dimension adopts a critical perspective on organisational life. As such, working
within this paradigm you would be concerned with changing the status quo, or in
Burrell and Morgan’s (1979:32) words ‘to articulate ways in which humans can
transcend the spiritual bonds and fetters which tie them into existing social patterns
and thus realise their full potential’. The ontological per spective you would adopt
here, as in the interpretivist paradigm, would be subjectivist.
Finally, in the top right corner of the quadrant is the radical structuralist paradigm.
Here your concern would be to approach your research with a view to achieving
funda mental change based upon an analysis of such organisational phenomena as
power relationships and patterns of conflict. The radical structuralist paradigm is
involved with structural patterns with work organisations such as hierarchies and
reporting relation ships and the extent to which these may produce
dysfunctionalities. It adopts an objectivist perspective because it is concerned with
objective entities, unlike the radical humanist paradigm which attempts to
understand the meanings of social phenomena from the subjective perspective of
participating social actors.
TOPIC + OBJECTIVES + QUESTIONS (MAIN + SUB)
I. Accounting & Finance/Economy
1. Research topic: Investigating the effect of foreign exchange rate fluctuations on
trade balance in Vietnam
2. Research question:
a. Main RQ
- How do foreign exchange rate fluctuations affect trade balance in VN over the
last 10 years?
b. Sub RQ
- What are the trends of foreign exchange rate fluctuations in VN?
- Which import and export sectors most affected/ are sensitive to exchange rate
fluctuations in Vietnam's trade
- What role do government policies play in moderating the impact of exchange rate
changes on trade balance?
3. Research objectives:
a. Main objective
- Aim to investigate the impact of foreign exchange rate fluctuations on the trade
balance in Vietnam over the last 10 years, focusing on identifying the dynamics
between currency volatility, export performance, and import demand.
b. Sub objective
- To analyze the trends of foreign exchange rate fluctuations in VN
- To identify listed sectors most affected by exchange rate fluctuations in Vietnam's
trade
- To compare the effectiveness of monetary and fiscal policies in mitigating the
adverse effects of exchange rate fluctuations on Vietnam’s trade balance
II. Business & management
1. Research topic: The role of digital transformation in the success of small and
medium-sized enterprises (SMEs): the case of VN
2. RQ
a. Main RQ
- How digital transformation contributes to the success of VN SMEs?
b. Sub RQ
- What is the current level of digital transformation adoption among SMEs in
Vietnam?
- How does digital transformation influence productivity, revenue growth, and
market expansion in Vietnamese SMEs?
- What are main challenges and barriers SMEs face in implementing digital
transformation initiatives in Vietnam
3. RO
a. Main RO
- To examine the role of digital transformation to the success of VN SMEs
focusing on its impact on productivity, market expansion, and competitive
advantage
b. Sub RO
- To evaluate the extent VN SMEs adopt digital transformation technologies and
strategies
- To analyze the impact of digital transformation on key business outcomes such as
productivity, revenue growth, and market reach in Vietnamese SMEs.
- To identify the main challenges and barriers SMEs face in implementing digital
transformation initiatives in Vietnam
III. Communications and marketing
1. Research topic: Analysis of the effect of Titok’s influencer marketing on the
purchasing behaviour of customers in Vietnam’s cosmetics/beauty industry
2. RQ
a. Main RQ
- How TikTok’s influencer marketing affects consumer behavior in Vietnam’s
cosmetics and beauty industry?
b. Sub RQ
- What are the key success factors of TikTok influencer campaigns in the cosmetics
and beauty market in Vietnam?
- To what extent does TikTok influencer marketing improve brand awareness,
engagement, and sales for cosmetic brands in Vietnam?
- What are the most common influencer marketing strategies used on TikTok in
Vietnam’s cosmetics and beauty industry?
3. RO
a. Main RO
- To clarify the impact of TikTok’s influencer marketing on consumer behavior and
brand performance in Vietnam’s cosmetics and beauty industry in 2023
b. Sub RO
- To identify the critical factors that make TikTok influencer marketing successful
in Vietnam’s cosmetics and beauty sector.
- To evaluate the effectiveness of TikTok influencer marketing in enhancing brand
awareness, sales, and market reach for cosmetic brands in Vietnam.
- To understand strategies employed by TikTok influencers in promoting cosmetics
and beauty products in Vietnam
IV. Computer science and AI
1. Research topic: The impact of adopting AI system in SCM in SMEs in VN
2. RQ
a. Main RQ
- What are the effects of adopting artificial intelligence (AI) in supply chain
management in Vietnam?
b. Sub RQ
- What is the prevelance of AI adoption in SMEs in VN?
- To what extent does adopting AI contribute to cost reduction in supply chain
operations in Vietnam?
- How adopting AI affects operational efficiency?
- What are challenges and barriers to AI adoption…?
3. RO
a. Main RO
- To investigate the effects of adopting artificial intelligence (AI) in supply chain
management in Vietnam
b. Sub RO
- To evaluate the extent and state of AI adopted in SMEs in VN
- To understand the role of AI in reducing operational costs, improving resource
allocation, enhancing operational efficiency in Vietnam’s supply chains.
- To identify challenges and barriers to AI adoption in SMEs in supply chain
management in Vietnam.
V. Health
1. Research topic: Investigating the impact of health insurance policies on access to
health services in VN
2. RQ

a. Main RQ: How health insurance policies impacts on healthcare services in VN?
b. Sub RQ
- How inclusive are the current health insurance policies in Vietnam in terms of
coverage and population reach?
- To what extent do health insurance policies address disparities in healthcare
access among different socio-economic and geographic groups in Vietnam?
- What are the main challenges faced by beneficiaries in using health insurance to
access healthcare services?
3. RO
a. Main RO: To investigate the impact of health insurance policies on access to
healthcare services in Vietnam
b. Sub RO
- To evaluate the scope of health insurance policies in VN
- To investigate the extent to which health insurance policies address disparities in
healthcare access among various socio-economic groups in Vietnam
- To identify challenges faced by individuals in utilizing health insurance to access
healthcare services.
VI. Education
1. Research topic: Investigating the impact of class size on individualized attention
and student performance in Vietnam
2. RQ
a. Main RQ
- How class size impacts individualized attention and student performance in
Vietnam?
b. Sub RQ
- What is the current range of class sizes in primary and secondary schools in
Vietnam?
- How does class size affect the level of individualized attention students receive
from teachers in Vietnamese schools?
- What is the relationship between class size and student academic performance in
Vietnam?
3. RO
a. Main RO
- To understand the influence of class size on individualized attention and student
performance in Vietnam
b. Sub RO
- To analyze the range and distribution of class sizes in Vietnamese schools.
- To evaluate how class size influences the amount and quality of individualized
attention provided to students.
- To investigate the relationship between class size and student academic
performance across various subjects and grade levels.
VII.