CHAPTER 4

REVIEW OF
LITERATURE
Research Methodology:
Tools, Methods and Techniques

Sundram, V.P.K., Chandran, V.G.R., Atikah, S.B., Rohani, M., Nazura, M.S., Akmal, A.O., & Krishnasamy, T.
 Learning Objectives
Upon completion of this chapter, you should be able to:
 Write a literature review on any given topic, documenting the references
in the prescribed manner
 Examine the purpose of the literature review
 Illustrate how to make citations
 Understand the process of conducting a productive literature search of
external sources, including printed and electronic sources
 Develop relevant and comprehensive bibliographies for any organizational
research topic

Research Methodology: Tools, Methods and Techniques 2

Table of Content
4.1 WHAT IS REVIEW OF LITERATURE?
4.2 GOALS OF LITERATURE REVIEW
4.3 REASONS FOR LITERATURE REVIEW
4.4 MANDATORY CONCERNS WHEN REVIEWING THE LITERATURE
4.5 APPROACHES TO REVIEWING THE LITERATURE
4.6 PROCEDURE FOR REVIEWING THE LITERATURE
4.7 A LITERATURE REVIEW SHOULD CONTAIN
4.8 SAMPLES OF A BAD AND A BETTER LITERATURE REVIEW
4.9 USE OF SIGNALLING WORDS IN LITERATURE REVIEW
4.10 CITATIONS AND QUOTATIONS
4.11 REFERENCING AND BIBLIOGRAPHY
Research Methodology: Tools, Methods and Techniques 3
 CHAPTER 4

4.1 WHAT IS REVIEW OF

LITERATURE?

Research Methodology: Tools, Methods and Techniques 4

 It is a classification and evaluation of what the
accredited scholars and researchers have
written on a topic, organized according to a
guiding concept such as your research
questions or research objectives, thesis, or the
problem/issue you wish to address.

Research Methodology: Tools, Methods and Techniques 5

 CHAPTER 4

4.2 GOALS OF LITERATURE REVIEW

Research Methodology: Tools, Methods and Techniques 6

 To demonstrate a familiarity with a body of
knowledge and establish credibility
 To show the path of prior research and how a
current project is linked to it
 To integrate and summarize what is known in an
area
 To learn from others and stimulate new ideas

Research Methodology: Tools, Methods and Techniques 7

 CHAPTER 4

4.3 REASONS FOR LITERATURE

REVIEW

Research Methodology: Tools, Methods and Techniques 8

 To broaden your knowledge base in your research area.
 To bring clarity and focus to your research problem.
 To identify gaps in current knowledge.
 To avoid reinventing the wheel (at the very least this will
save time and it can stop you from making the same
mistakes as others).
 To identify other people working in the same and related
fields (a researcher network is a valuable resource).
 To identify opposing views.
Research Methodology: Tools, Methods and Techniques 9
 CHAPTER 4

4.4 MANDATORY CONCERNS WHEN

REVIEWING THE LITERATURE

Research Methodology: Tools, Methods and Techniques 10

 Be organized and focus within the locus of research
questions or research objectives.
 Identify the areas of controversy in the literature
and highlight them.
 Synthesize the results and findings of the research
that have been reviewed.

Research Methodology: Tools, Methods and Techniques 11

 CHAPTER 4

4.5 APPROACHES TO REVIEWING

THE LITERATURE

Research Methodology: Tools, Methods and Techniques 12

Narrow Perspective
 The focus is directly on the research questions
only.

Broad Perspective
 The focus of this approach is on the research
questions as well as other areas pertaining to the
research issues and the variables concerned.
Research Methodology: Tools, Methods and Techniques 13
 CHAPTER 4

4.6 PROCEDURE FOR REVIEWING

THE LITERATURE

Research Methodology: Tools, Methods and Techniques 14

 Search for existing literature
o Searching for existing literature review has 2 steps:
 Find – the first step is to use keywords to search
various libraries or on-line catalogues for potentially
useful information and ideas.
 Evaluate – here you need to look at three elements:
• Sources
• Content
• Useful

Research Methodology: Tools, Methods and Techniques 15

 Review the selected literature
 Develop a theoretical framework
 Develop a conceptual framework
 Writing the literature review

Research Methodology: Tools, Methods and Techniques 16

 Example

Your LR should be written under the following headings, with most of the review
involving examining the relationships between customer satisfaction and business
performance.
 Definition of customer satisfaction (CS)
 The importance of CS
 What constitutes customer satisfaction
 Measuring CS and how it is done
 What is business performance
 Gauging business performance
 Factors contributing to business performance
 Relationship between Customer Satisfaction and Business Performance
o Customer retention
o Customer loyalty

Research Methodology: Tools, Methods and Techniques 17

 Summary of Literature Review

REFERENCE OBJECTIVE METHODOLOGY DEPENDENT INDEPENDENT OTHER VARIABLE FINDING

VARIABLE VARIABLE
Alibadi, To examine the direction • Using secondary • Government • Unemployment Found that opposing factors cancel out
Doresta & of association between data spending rate each other and there is no significant
Eva (2011) governments spending • Time series • Consumer price association between government spending
and unemployment rate • Using co- index (CPI) and unemployment rate and government
and government integration test spending and CPI.
spending and CPI are
not theoretically
determinable.
Liao, Yen To investigate the effect • Conducting a • Trust • Technical Moderating Variable The results show that inconsistent quality
&Li (2011) of inconsistent quality web survey • Commitmen adequacy • Cross-channel quality has different impacts on the association
on the association • Regression t • Content quality inconsistency between e-service quality and customer
between e-service analysis • Appearance   relationships across the three groups.
quality and customer • Website Control Variable Especially in the positive disconfirmation
relationships in a navigation • Frequency of physical group, the investment in e-services will be
university context. service in vain because certain e-service sub-
• Frequency of e- constructs lose their impact on customer
service relationships.
• Relationship length

Jiang & Gu To identify core self- • Hierarchical • Employee • Proactive Mediating Variable The results indicate that felt responsibility
(2015) evaluation (CSE) and regression creativity personality • Felt responsibility for for change mediates the positive
developmental feedback analysis change relationship between proactive personality
received as personal and • Using   and employee creativity.
situational moderators moderated Research Methodology: Tools, Methods and Techniques
Moderating Variable 18
•
 CHAPTER 4

4.7 A LITERATURE REVIEW SHOULD

CONTAIN

Research Methodology: Tools, Methods and Techniques 19

Introductio Body Conclusion
n
• Define the • Group the • Summarize
topic, literature major
providing according contributio
an to common ns of the
appropriate themes literature
context for
reviewing
the
literature

Research Methodology: Tools, Methods and Techniques 20

 CHAPTER 4

4.8 SAMPLES OF A BAD AND A

BETTER LITERATURE REVIEW

Research Methodology: Tools, Methods and Techniques 21

4.8.1 A Bad Review
Example

Sexual harassment has many consequences. Adams et. al (1983) found that some
women students said they avoided taking a class or working with certain professors
because of the risk of harassment. They also found that men and women students
reacted differently. Their research was a survey of 1,000 men and women graduates
and undergraduate students. Benson and Thomson's study in Social Problems (1982)
lists many problems created by sexual harassment. In their excellent book, The
Lecherous Professor, Dziech and Weiner (1990) give a long list of difficulties that
victims have suffered.

Research Methodology: Tools, Methods and Techniques 22

4.8.2 A Better Review
Example

Victims of sexual harassment suffer a range of consequences, from lowered self-

esteem and loss of self-confidence to withdrawal from social interaction, changed
career goals, and depression (Adams et. al 1983; Benson and Thomson, 1982; Dziech
and Weiner, 1990). For example, Adams et. al (1983) noted that 13 percent of women
students said they avoided taking a class or working with certain professors because of
the risk of harassment.

Research Methodology: Tools, Methods and Techniques 23

 CHAPTER 4

4.9 USE OF SIGNALLING WORDS IN

LITERATURE REVIEW

Research Methodology: Tools, Methods and Techniques 24

 Continuation Signals (warning – there are more ideas to come)
 Change-of-Direction Signals (watch out – we’re doubling back)
 Sequence Signals (there is an order to these ideas)
 Time Signals (when is it happening)
 Similarity Signals
 Emphasis Signals (this is important)
 Cause, Condition, or Result Signals
 Spatial Signals (this answers the ‘where’ question)
 Comparison Contrast Signals (compare idea A with idea B)
 Conclusion Signals (this ends the discussion and may have special
importance)
 Fuzz Signals (idea is not exact, or author is not positive and wishes to
qualify a statement) Research Methodology: Tools, Methods and Techniques 25
 CHAPTER 4

4.10 CITATIONS AND QUOTATIONS

Research Methodology: Tools, Methods and Techniques 26

4.10.1 Citations
 A summary or synopsis of what someone else
said.
Example

As defined by Ellram and Cooper (1993), supply chain management is an integrating

philosophy to manage the total flow of a distribution channel from supplier to ultimate
customer.
Example of crediting in the REFERENCE section using APA referencing style:
 Please note that all full stops, commas and inverted brackets are by design. The example
below shows an article that is available online. If it is not online, anything after (1-10) can be
omitted.
Ellram, L., & Cooper, M. (1993). Characteristics of supply chain management and the
implications for purchasing and logistics strategy. International Journal of Logistics
Management, 4(2), 1-10. Retrieved from http//www.supply-chain.com/context

Research Methodology: Tools, Methods and Techniques 27

4.10.2 Quotations
 Are word for word description of other
people’s work.
Example

“Benchmarking is the search for industry best practices that lead to superior
performance.”
(Camp, 1989)

Giving credit in the reference section:

Camp, R.C. (1989). Benchmarking. American Society for Quality Control (pp. 17).
Milwaukee: Quality Press.

Research Methodology: Tools, Methods and Techniques 28

 CHAPTER 4

4.11 REFERENCING AND

BIBLIOGRAPHY

Research Methodology: Tools, Methods and Techniques 29

Q: What is the
difference between A: Reference is the section
REFERENCE & where you credit original
BIBLIOGRAPHY writers that you have cited
sections? or quoted in the body of
your assignment.

A: Whereas, Bibliography is the

section that follows reference
where the sources of wider reading
that you have done in attempting
to answer the assignment question
but not cited or quoted directly in
your assignment.

Research Methodology: Tools, Methods and Techniques 30

 Example 1 – Source from a Book
David, F.R. (2003). Strategic Management: Concepts and Cases (9th ed.). New York,
Prentice Hall.

Example 2 – Source from an Article/Chapter in a book

Porter, M. (2003). Competitive Strategy. In David, F.R. (Eds.). Strategic Management:
Concepts and Cases (9th ed., pp. 114-120). New York, Prentice Hall.

Example 3 – Source from a Newspaper article

With author:
Lee, K.P. (2003, December 15). Asian airlines face no-frills challenge. The Star, p. 25.
Anonymous Author:
Internet pioneer to oversee network redesign. (2007, May 8). The Canberra Times, p.
2.
Research Methodology: Tools, Methods and Techniques 31
 Example 4 – Source from a Journal

One author:
Jackson, A. (2007). New approaches to drug therapy. Psychology Today and
Tomorrow, 27(1), 54-59.
Eight or more authors:
Steel, J., Youssef, M., Pfeifer, R., Ramirez, J. M., Probst, C., Sellei, R., ..., & Pape, H.
C. (2010). Health-related quality of life in patients with multiple injuries and traumatic
brain injury 10+ years postinjury. Journal of Trauma: Injury, Infection, and Critical Care,
69(3), 523-531.

Research Methodology: Tools, Methods and Techniques 32

 Example 5 – Source from Internet resources

 Lincoln, D. S. (2008). The likeness and sameness of the ones in the middle. [Web
log post]. Retrieved January 23, 2009, from http://www.blogspace.com/lincolnworld/
2009/1/23.php
 Becker, E. (2001). Prairie farmers reap conservation's rewards. The New York
Times. Retrieved August 27, 2001, from http://www.nytimes.com

Without Author: [can use Institution, Company, or Organization Responsible for the
Website (if available)]
 LD Online. (2006). Speech and language milestone chart. Retrieved April 11, 2006,
from: http://www.ldonline.org/ld_indepth/speech-language/lda_milestones.html

Research Methodology: Tools, Methods and Techniques 33

 Example 6 – Source from Thesis/Dissertation

Printed (unpublished) thesis:

Sundram, V. P. K. (2012). Supply Chain Management Practices, Supply Chain
Integration and Supply Chain Performance: A Study of Electronics Firms in Malaysia
(Unpublished doctoral thesis). University of Malaya, Kuala Lumpur, Malaysia.
Retrieved from a database:
Hector, D. C. A. (2008). Towards a new philosophy of engineering: Structuring the
complex problems from the sustainability discourse (Doctoral thesis). Available from
Australasian Digital Theses database. (Record No. 185877)

Research Methodology: Tools, Methods and Techniques 34