Assessment is through the design, implementation and analysis of a survey. The role of qualitative research, which is concerned with generating and analysing data on the attitudes and opinions of individuals, is seen to be of increasing relevance to businesses. This interest is related to understanding the motivation and behaviour of both staff and customers. Students of the module are introduced to a range of techniques for collecting data, such as interviews, focus groups and critical incident technique. Alternative procedures for analysis are evaluated.
Evaluation is through the analysis of original data generated by the student.
Entrepreneurship Entrepreneurs play a vital role in the generation of business ideas and the conversion of these ideas into working businesses. This module looks at the role of the entrepreneur within the economy, in relation both to the start-up of new businesses and to the generation of new ideas within existing businesses. Specific models of entrepreneurial behaviour and management are explored, both theoretically and practically through interaction with real entrepreneurs. It is recognised that the human resource is one of the key success factors for any organisation. It follows that all organisations should give serious attention to the development of its staff.