Lecture note on exploratory research: for MBA students

Lecture note on exploratory research: for MBA students

 

My question posted to generative AI: Given the time constraint, organization access constraint, and resource constraint of part-time MBA student doing dissertation projects, I feel that doing an exploratory research type of dissertation project would likely be feasible for them to carry out. As such, could you suggest 2 concrete research theme examples, with 4 research objectives and 3 research questions, on each of the following topics: Topic 1: impacts of AI on job satisfaction of middle management in the Hong Kong hotel sector Topic 2: Formulation of innovative marketing strategy by the Hong Kong banking sector to serve the Hong Kong silver economy

For the discussion, assume that the research philosophy to use is pragmatism, and only one primary research method in the form of questionnaire survey is to be used. I feel that would make the part-time MBA students understand more about exploratory research.

 

The reply: Your instinct is sound. Given time, access, and resource constraints, an exploratory design using a questionnaire under a pragmatist philosophy is both feasible and defensible for an MBA dissertation—especially if framed as generating practical insights rather than causal claims.

Below are two concrete, tightly scoped research themes with aligned objectives and research questions.

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Topic 1: AI and Job Satisfaction in HK Hotels

Suggested Research Theme

Exploring how AI-enabled tools influence job satisfaction among middle managers in Hong Kong’s hotel sector

This keeps the scope manageable by focusing on perception and experience rather than measuring productivity or firm performance.

Research Objectives

·        To examine the extent of AI adoption (e.g., chatbots, revenue management systems, automation tools) encountered by middle managers in Hong Kong hotels.

·        To explore middle managers’ perceptions of how AI affects key job satisfaction dimensions (e.g., autonomy, workload, role clarity, job security).

·        To identify perceived benefits and challenges of AI implementation from a managerial perspective.

·        To provide practical recommendations for hotel management on integrating AI while maintaining or improving managerial job satisfaction.

Research Questions

·        How do middle managers in Hong Kong hotels perceive the impact of AI technologies on their job satisfaction?

·        Which dimensions of job satisfaction are most positively or negatively influenced by AI adoption?

·        What practical concerns or expectations do middle managers have regarding AI implementation in their roles?

Feasibility Note

A structured questionnaire using Likert-scale items (e.g., adapted from job satisfaction scales like MSQ or JDI) plus a few open-ended questions works well. You can distribute via LinkedIn or industry contacts, targeting 50–100 responses.

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Topic 2: Innovative Marketing for the Silver Economy in HK Banking

Suggested Research Theme

Exploring how Hong Kong banks can develop innovative marketing strategies to better serve the silver economy (age 60+)

This avoids requiring internal bank data by focusing on customer perceptions and expectations.

Research Objectives

·        To identify the financial service needs and preferences of the silver economy in Hong Kong.

·        To examine current perceptions of banking services and marketing effectiveness among older customers.

·        To explore openness of the silver segment to digital banking and innovative marketing approaches (e.g., personalized communication, financial education, hybrid service models).

·        To develop actionable marketing strategy recommendations for banks targeting the silver economy.

Research Questions

·        What are the key banking needs and service expectations of the silver economy in Hong Kong?

·        How do older customers perceive existing marketing approaches used by banks?

·        What types of innovative marketing strategies are most appealing and trustworthy to the silver segment?

Feasibility Note

You can design a questionnaire targeting individuals aged 55–75 using convenience or snowball sampling (e.g., community networks, family referrals). Include both structured items and a few exploratory open-ended responses to enrich insight.

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Why This Works (Methodological Fit)

Under pragmatism, your focus is on practical outcomes and actionable insights rather than strict methodological purity. Using a single-method questionnaire is justified because:

·        It allows efficient data collection within time constraints.

·        It supports exploratory analysis through descriptive statistics and simple cross-tabulation.

·        Open-ended questions can introduce a light qualitative element without requiring full interviews.

Example: In Topic 1, you might measure agreement with statements like “AI tools increase my workload efficiency” alongside an open question like “What is your biggest concern about AI in your role?”

 

 

My question posted to generative AI: Please also highlight 5 main characteristics of an exploratory research with regard to your discussion here.

The reply: Exploratory research is particularly suitable for your proposed dissertation approach because it prioritizes flexibility, practical insight, and feasibility under constraints.

Key Characteristics of Exploratory Research

·        Flexible and adaptive design.
The research is not rigidly structured at the outset; it allows you to refine focus as you gain understanding. In your case, questionnaire items (especially open-ended ones) can capture unexpected views on AI or banking services.

·        Focus on understanding rather than testing.
Exploratory studies aim to uncover patterns, perceptions, and issues rather than test formal hypotheses. For example, instead of proving that AI reduces job satisfaction, you explore how managers perceive its effects.

·        Suitable for under-researched or emerging topics.
Both AI in hotel management and marketing to the silver economy involve evolving practices in Hong Kong, where established theories may not fully apply. Exploratory research helps map this relatively new terrain.

·        Use of simple, practical methods.
It typically relies on accessible data collection techniques such as questionnaires or interviews. Your use of a single survey method aligns well with time and access constraints of part-time MBA study.

·        Generates insights for future research or action.
The outcomes are often indicative rather than conclusive, producing themes, trends, or managerial implications. For instance, your findings could inform future hypothesis-driven studies or guide practitioners in HR or marketing strategy.

Illustration in Your Context

In Topic 1, if respondents indicate mixed feelings about AI—improved efficiency but increased stress—this does not establish causality, but it reveals a meaningful tension that hotel operators can address and future researchers can investigate more rigorously.

 

 

A collection of blog notes on using chatgpt for research purpose.