Week 3

Literature review
 Ask students
…….
questions from the following
•Assignment 1 queries
 Recap
• Research biasness
• Empirical research
• Topic/area
• Problem statement?
• Research Gap
• Conceptualization
– Elements
– Backward thinking
– Abstract
 Examples
• Manager may notice that frequent price
promotions of a product has a negative
effect on product sales.
– Interviews with customer
– Based on interviews : develop a theory
– Manager can test this theory using
hypotheses.
• Sales manager observe that customers are
not pleased with the product
– Talk to customers, items out of stock, salespersons are not
helpful, supplier issues
– How do delays affect customer satisfaction?. Hypotheses?
Concept Mapping
review writing
 What is Literature review
• Note: Background of your research is a form of literature
review but mostly focused on broad area
• literature, already published.
• A description of your topic area, supported by
references
• A summary, discussion and critical analysis of
research work related to your research
question
• Ideas about which approaches are likely to work, and
which are the best
• Justification for the approach that you are taking
 The Role of Literature
 Past Literature
 When a research project is conducted the
relevant theory is supposed to use. This means
that relevant part of the knowledge must be
applied.
 prime purpose of the literature
o frame the problem
o İdentify relevant concepts, methods, techniques
and facts
o Position the study (any study should add
something new
o A literature review should include evaluation and
critique of the literature.
• You must remain objective and unbiased in
your background/review the literature. You
need to report on what has been written
recently about your topic and position
yourself.
• Connecting words:
– While, however, consequently, recently, in
addition.
– Connecting words improve the flow of ideas
presented in your assignment/project.
 Cont..
• A literature review allows the researcher to
say:
• The work of Authors A, B, and C has
discovered this much about my research
problem; the investigations of Mr. X and later
by MS. Z have subsequently added to
knowledge. I propose to go beyond their work
in the following manner.
 Data Sources
• Text books
• Journals
• Theses
• Conference proceedings
• Unpublished material
• Reports
• Newspapers
• The Internet
 Common Plagiarism
• Source not cited
– Change the authors name
– Direct quotations significant portion
– Potluck paper
– Self stealer
• Source cited
– Quotation marks, mis-representation,
 Referencing
Why referencing
• To distinguish your ideas
• To reinforce your argument
• To show different perspectives
• To allow fact-checking
• To ensure the moral rights of the author
• To avoid plagiarism
 Referencing
• Book
– Smith, J. D. (2009).
Research ethics in New Zealand: A student guide.
Wellington, New Zealand: Rata Press.
– In text citation: According to Smith (2009), direct
quotation Smith (2009, p. 22)
 Cont..
• Journal Article
– Smith, J. D. (2009). Māori voices: Approaches to
bilingual research. Journal of Academic
Methodologies, 38(3), 17–28.
Database online search
 Sample review
Polanyi (1958) was among the first to define tacit
knowledge as personal and unspoken embedded in
an individual. Tacit knowledge sharing activities
among individual employee’s involves the conversion
of their personal tacit knowledge to the organisation
thus adding value (Haldin-Herrgard, 2000).
Investment on sharing tacit knowledge activities can
improves organisational performance (Iqbal,
Toulson, & Tweed, 2010). Few researchers have
investigated employees’ knowledge sharing in
academic institutions (Sohail & Daud, 2009).
 Literature review
Descriptive
• State what happened
• State something like
• Provide a story of different
components
• State what a theory states
• State options
• Give information
Critical
• Highlight the significance
• Evaluate strengths and
weaknesses
• Weigh one piece of
information with other
• Argue why theory is
relevant
• Provide logical reasoning
• Position yourself
 Cont..
• Excerpt from the uploaded document
• A literature review may be published as an independent
report or as part of a larger report. The purpose of both is to
provide information on current publications about a
particular topic.
• It helps to:
– 1) identify various important issues/questions raised in the
literature, and
– (2) sort and categorize experts’ views according to the
issues/questions identified in the literature.
 Cont..
• Purpose: to update your audience/readers
• In this course, Assignment A2 will build your
skills in the following areas: critical reading,
evaluation, analysis, synthesis, report
organization, use and integration of sources,
and APA documentation.
• Synthesis means to put together, and occurs when two or
more things are combined to create something new --
whether it is a new idea, a new fabric, a new sound, or a new
piece of writing. Thus, for this assignment you will be
combining material from several texts to create a new text
 Cont.
• You must remain objective and unbiased as
you review the literature. Remember, your
purpose is only to report on what has been
written recently about your topic.
• Connecting words:
– While, however, consequently, recently, in
addition.
– It will create a flow of ideas.
 Customer switching in Pakistani Banks
• Customer switching is injurious for every bank.
• The diversity in banking sector of Pakistan could
make a positive or negative impact on banks
customers loyalty and switching.
• A study investigates the seven factors (Price,
Reputation, Service Quality, Effective Advertising
Competition, Involuntary Switching, Distance and
Switching Cost) of customer switching which effects
retail banking operations in Pakistan.
• Price and advertising competition identified as most
important and least important influential factors
respectively on customer switching.
 Customers’ loyalty
• Customer loyalty always remains a prime
concern for business organization. Results
of one study indicate a positive
relationship among customer satisfaction,
customer relationship, image of the
product, trustworthiness and customer
loyalty.
 Online shopping in New Zealand-Sample
Shergill, G. S., & Chen, Z. (2005). Web-based shopping: consumers’ attitudes towards online shopping in New
Zealand. Journal of Electronic Commerce Research, 6(2), 79-94.

A consumer’s trust in an Internet store can be thought as

the consumer’s trust directly in the store. Nevertheless,
Hoffman et al. [1999] ??? that the effectiveness of third-
party trust, certification bodies and the public key
encryption infrastructure for ensuring financial security, are
the central success factors for building consumer trust in
Internet shopping. ?? Kini and Choobineh [1998] ???? that
trust in the Internet business is necessary, but not
sufficient, for an Internet buying behaviour to take place.
The consumer must also trust the transaction medium for
online shopping.
 Summary..cont
This review has suggested different factors which
influence online purchasers’ behavior. The
antecedents of online purchase include many
attitudinal components; for example, attitude
towards a website and perceived risk of an online
purchase. Consumers’ online shopping
experiences, website design and fulfilment of
quality expectations are considered as the major
components to successful online transactions.
The review also presented the fact that good
customer service led to customer satisfaction.
Customer switching-Sample
 Critiquing
• How does this article/text/book information is
related to particular sector and organisation
• Could findings be generalised
• Information is updated.
• Any subsequent development
• Read limitations of that study
 Assignment 2-Essay
writing( review)
• Common mistakes in Review (Essay)
– No headings
– No bullets/lists
– No conclusion
– No recommendations
– APA referencing
– Flow of ideas
– Balanced paragraphs
– Avoid I/we,
– Provide title page with word count.
 Critiquing
• How does this article/text/book information is
related to particular sector and organisation
• Could findings be generalised
• Information is updated.
• Any subsequent development
• Read limitations of that study
 Creating a Map of Literature
• NOT creating a mapping of the relationship
among certain statistical concepts.
INSTEAD…..
• Extracting outstanding findings or “big ideas”
from individual articles/sources
• Thinking about how those big ideas or findings
are related
• Documenting how certain articles contribute
to the big ideas