Research Methodologies in the Digital Era

Market research as a component of entrepreneurship. The impact of the Digital Age on market research. Nature and process of research. Research design and management. Questionnaire design. Sampling plans. Determination and allocation of sample size. Qualitative and quantitative research in tourism. Mixed methods. The Internet as a research tool and the electronic research method. Online surveys. Analysis of quantitative and qualitative data. Preparation of the research report. Presentation of research findings. Data dissemination. Case study – market research using digital technology.

The course presents a comprehensive overview of how scientific research is designed, organized, and conducted. Specifically, its aim is to prepare and guide students in the development of a scientific paper, particularly a Master’s thesis, at postgraduate level. The course includes the following topics: nature and process of research, research design and management, research ethics and integrity, literature review, sources of bibliographic material, online resources, data retrieval from databases, secondary data, primary data, types of variables, types of questionnaires, key characteristics in questionnaire selection, data collection, sampling techniques, determination of appropriate sample size, and types of research errors. In addition, the course outlines the core components of a range of methodological tools in quantitative (including multiple regression) and qualitative research approaches, as well as mixed methods. In quantitative research, appropriate statistical analysis software is utilized. Finally, students are familiarized with the structure of a research report, the development of an appropriate academic writing style, general guidelines for referencing and citations, and the planning and preparation of oral presentations using visual aids.

Upon successful completion of the course, students are expected to have acquired:

Knowledge enabling them to:

• Recognize the value of scientific research
• Select and combine bibliographic sources
• Formulate research questions
• Describe appropriate research tools
• Synthesize results to produce new knowledge

Skills enabling them to:

• Distinguish between types of scientific research
• Analyze qualitative and quantitative data
• Process quantitative data
• Conduct literature research using modern techniques and methods
• Prepare a well-structured scientific text using appropriate academic style
• Summarize the conclusions of a scientific study

Competences enabling them to:

• Design and conduct small- or large-scale scientific research
• Develop analytical and critical thinking
• Synthesize and organize primary and secondary data
• Present and support their scientific research effectively

Lecture 1: Introduction to scientific research & research philosophies and approaches

Lecture 2: Stages of the research process & research ethics and integrity

Lecture 3: Secondary data and literature review

Lecture 4: Primary data I: Data collection using questionnaires

Lecture 5: Primary data II: Measurement and sampling

Lecture 6: Quantitative data analysis

Lecture 7: Data analysis tools: Introduction, toolbar, data entry

Lecture 8: Data analysis tools: Descriptive data analysis

Lecture 9: Data analysis tools: Regression and correlation

Lecture 10: Primary data III: Qualitative research methods and observation

Lecture 11: Qualitative data analysis

Lecture 12: Principles of academic writing and presentation techniques for scientific work

Lecture 13: Referencing methodology – bibliographic citations

- Recommended Bibliography:

• Psiloutsikou, M. (2023). Research Methodology in Management Sciences. Kallipos Repository. Available at: https://repository.kallipos.gr/handle/11419/8599
• Liargovas, P., Dermatis, Z., & Komninos, D. (2022). Research Methodology and Scientific Writing, 2nd Edition. Tziola Publications.
• Saunders, M., Lewis, P., & Thornhill, A. (2014). Research Methods for Business and Economics. Disigma Publications.
• Brancati, D. (2021). Social Science Research. Propobos Publications.

- Supplementary Bibliography:

• Durbarry, R. (2020). Research Methods for Tourism Students. Dardanos Publications.
• Adler, E., & Stier, K. (2018). Social Research: A Guide to Methods and Techniques. Tziola Publications.
• Garefalakis, A., Koutoupis, A., & Passas, I. (2020). Research Methodology for Academic Writing and Scientific Studies.
• Zacharopoulou, C. (2010). Statistics, Volume II. Sofia Publications.
• Iosifidis, T. (2017). Qualitative Research Methods and Epistemology of Social Sciences. Tziola Publications.
• Glesne, C. (2018). Becoming Qualitative Researchers. Metaichmio Publications.
• Gray, D. E. (2019). Doing Research in the Real World. Tziola Publications.
• Liargovas, P., Dermatis, Z., & Komninos, D. (2022). Research Methodology and Scientific Writing, 2nd Edition. Tziola Publications.
• Norusis, M. J. (2011). IBM SPSS 19 Guide to Data Analysis. Kleidarithmos Publications.
• Ntanous, A. (2016). Guide to Writing Theses and Scientific Studies. Synchroni Ekdotiki Publications.
• Statistics Canada (2020). Methods and Practices of Statistical Surveys: Selected Applications. Sofia Publications.
• Petrakis, M. (2014). Writing the Dissertation, 2nd Edition. Stamoulis Publications.
• Roussos, P., & Tsaousis, G. (2020). Applied Statistics in Social Sciences using SPSS and R. Dardanos Publications.
• Silver, C., & Lewins, A. (2018). Using Software in Qualitative Research. Liberal Books.
• Snape, D., & Spencer, L. (2003). The foundations of qualitative research. In Ritchie, J., & Lewis, J. (eds.), Qualitative Research Practice: A Guide for Social Science Students and Researchers. SAGE Publications.
• Sariannidis, N., Konteos, G., & Lazaridis, T. (2019). Statistics and Econometrics.
• Schindler, P. S. (2019). Business Research Methods. Kritiki Publications.
• Saunders, M., Lewis, P., & Thornhill, A. (2019). Research Methods for Business and Economics, 2nd Edition. Disigma Publications.
• Tsiolis, G. (2014). Methods and Techniques of Analysis in Qualitative Social Research. Kritiki Publications.
• Flick, U. (2017). Introduction to Qualitative Research. Propobos Publications.
• Isari, F. (2016). Qualitative Research Methodology. Kallipos Repository.
• Chalikias, M. (2022). Quantitative Analysis and Decision Theory using EXCEL, ISALOS and SPSS. Broken Hill Publishers Ltd.
• Chalikias, M., & Samanta, E. (2016). Introduction to Research Methodology for Scientific Studies. Synchroni Ekdotiki Publications.

• Search, analysis, and synthesis of data and information using appropriate technologies
• Adaptation to new situations
• Decision-making
• Independent work
• Teamwork
• Work in an interdisciplinary environment
• Critical thinking and self-reflection
• Generation of new research ideas
• Promotion of free, creative, and inductive thinking

Use of ICT in teaching: Learning Management System (Open eClass), statistical data analysis software, presentation software, Internet, teleconferencing platform

Use of ICT in communication: Communication with students is achieved through the Learning Management System (Open eClass), email, and a teleconferencing platform

Language of assessment: Greek

Written final examination (50%) of graded difficulty, which may include:

• Multiple-choice questions
• Short-answer questions
• Questions requiring critical analysis and justification
• Questions involving comparative evaluation of theoretical concepts

Partial grading is indicated for each question.

Preparation of individual or group assignments (mini projects) of specified requirements (50%). The specifications of the assignments are announced in a timely manner by the instructor.