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Module 3: Business Research
LITERATURE REVIEW AND CITATION
Overview
Researchers have to acknowledge the words and ideas of another writer either by citing it
directly using quotation marks. The review of related literature is composed of related literature and
related studies. It discloses some unexplored area or gap that the researcher will focus on.
Learning Outcomes:
At the end of this module, you will be able to:
1. Explain how to support the conceptual framework variables with literature review;
2. Learn how to synthesize the RRL; and
3. Know how to cite the sources and paraphrase concepts or ideas of other writers.
Initial Activity:
Give an example of related literature.
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BUSINESS RESEARCH WRITING: PART 2
What are the variables used in the conceptual framework supported by literature
review and synthesized?
The RRL is composed of related literature and related studies. The literature should focus on
each of the conceptual framework variables. It discloses some unexplored area or gap that the
researcher will focus on. The RRL may also include the background of the industry/group being
studied. The related studies are necessary for correlational studies to find out the relationship
/degree of influence or predictability of variables in prior studies. A researcher may look published
journals or a repository of completed studies in the university library. The researcher will not only
look for the literature of variables and indicators in different journals, but should also check the
findings of those studies seriously and if the variables and indicators have high predictability or
explain the dilemma or problems in the dependent variables.
The literature about the variables covered in the conceptual framework is discussed in this
chapter. The reason for this is to validate the findings of the study (the variables measured or
described) with the existing literature and studies, aside from validating the variables with the
anchored theory. This way, the researchers could determine if the pattern or trend has been
sustained. It would also crystalize the finding as there is supporting literature to back it up.
It should be noted by writers like you that this chapter is not a “cut and paste” way of
gathering the literature or articles. The discussion should not be a duplication of what is being
discussed in the statistical treatment. Moreover, some schools would require a synthesis at the end
of this chapter. The synthesis is the means to capture the ideas of the different authors/writers in a
more holistic and understandable fashion and to connect the dots in the RRL. It should be brief but
interesting enough.
How should the literature supporting the study be cited or paraphrased in the study?
As stated in the 7th edition of the Publication Manual of the American Psychological
Association (APA, 2020), researchers have to acknowledge the words and ideas of another writer
either by citing it directly using quotation marks (where the exact words are stated) or by
paraphrasing it (summarize it, rearrange the order, and change some words). However, the writer
should take note that the words/thought should not distort the original meaning of the sentence.
Examples of direct citation:
Kotler and Armstrong (2014) state:
“Consumers make many buying decisions every day, and the buying decision is the focal
point of the marketer’s effort. Most large companies research consumer buying decisions in great
detail to answer questions about what consumers buy, where they buy, how and how much they
buy, when they buy, and why they buy, where and how much.” (p. 134)
Example of paraphrasing literature:
Exact words: Model of Consumer Behavior (Kotler & Armstrong, 2014)
Consumers make many buying decisions every day, and the buying decision is the focal point
of the marketer’s effort. Most large companies research consumer buying decisions in great detail
to answer questions about what consumers buy, where they buy, how and how much they buy,
when they buy, and why they buy, where and how much.
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How it is paraphrased:
In the Model of Consumer Behavior, Kotler and Armstrong (2014) stated that marketers must
understand how the consumers make their many day-to-day buying decisions. As this is the focal
point for marketer’s decision, they must research the consumers in terms of what they buy, where
they buy, how and how much they buy, when they buy, and why they buy.
How the writer and the article publication date should be cited
Citing it based on the author/s (author-prominent):
1. If there is one author, cite the last name of the writer and the year the article was written. This
is especially done when the citation is part of the sentence.
2. If there are five authors, cite all the names if cited for the first time. Then in succeeding
citations, just write the name of the first author and attach the Latin words et al. (meaning:
and others) after it.
3. If there are six authors or more, cite the name of the first author, and attach et al. after it,
even for the first citation.
4. If there are two or more authors with the same family name, include their first name initial.
For example: Cruz, F. and Cruz, M (2018) …
5. Join the authors with an ampersand (&). For example: Lee, Te, Tan & Yap (2018) in the
reference list, but not when part of the sentence.
6. If the date is not known, indicate it with a notation: n.d. meaning no date. For example: Te
(n.d.) or (Te, n.d.)
7. If the article cited is not sourced directly from the main author but from the citation of another
author, state it as follows: Lim (2015), as cited by Te (2018), posited the idea of …
8. If the article cited is a personal communication of someone with authority, state it as follows:
In the email of Mr. X, the author of the book (cite the book), to this researcher last November
16, 2017, Mr. X states …
ANALYSIS:
What is the role of RRL in the whole study? Explain the process.
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GENERALIZATION:
The RRL is composed of related literature and related studies. The literature should focus on
each of the conceptual framework variables. It discloses some unexplored area or gap that the
researcher will focus on. The RRL may also include the background of the industry/group being
studied. The related studies are necessary for correlational studies to find out the relationship
/degree of influence or predictability of variables in prior studies. A researcher may look published
journals or a repository of completed studies in the university library.
The literature about the variables covered in the conceptual framework is discussed in this
chapter. The reason for this is to validate the findings of the study (the variables measured or
described) with the existing literature and studies, aside from validating the variables with the
anchored theory. This way, the researchers could determine if the pattern or trend has been
sustained. It would also crystalize the finding as there is supporting literature to back it up.
Researchers have to acknowledge the words and ideas of another writer either by citing it
directly using quotation marks. However, the writer should take note that the words/thoughts should
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not distort the original meaning of the sentence. The researcher should take note of the protocol in
citing authors and publication date.
ASSESSMENT:
Activity 3.1
1. What is the importance of the related studies and literature for your research?
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2. How should your supporting literature be cited or paraphrased in the study?
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Activity 3.2.
1. Write a sample of citing the source of the study in a particular paragraph.
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2. How do you cite the names of two or three authors in a given study?
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Activity 3.3
1. How do you write the names of the authors in the citation if there are five of them?
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2. Explain the importance of literature review in supporting the variables of the study.
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Case Problem. They Have No Way of Knowing It
Sonia Corpus (not her real name) is a student of a marketing research class. On her first day
of class, she was informed by the class instructor that the final requirement (which also serves as
the final examination) is a marketing research proposal paper (i.e., writing three chapters based on
the traditional format of research) and it will be defended before a panel of examiners composed of
three faculty members from the marketing department. The class was also informed by the instructor
that they have the option to form a group of five or do it by themselves. Because she is not
comfortable with a group, she opted to do it on her own. During the semester, she was preoccupied
with a lot of other school activities, mostly nonacademic. When the semester’s final examination
was fast approaching, she was scampering for literature to support her theoretical and conceptual
frameworks, as well as her RRL. She was feeling stressed due to simultaneous pressures from her
other subjects. Then her thoughts came out: “I will just copy and paste the literature I have gathered
to support my theoretical framework and some topics in the RRL chapter. It would take time to
paraphrase the articles as they are quite lengthy. After all, I have no group to contradict my opinion,
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and they (panel of examiners) have no way of knowing it as teachers are busy doing their final exam
questions and checking them afterwards. I will just take the risk.”
Then she entertained that thought. But during the proposal defense, she was not allowed to
proceed with her presentation as one of the panel of examiners reviewed it thoroughly and checked
her sources a day before her schedule. She was informed by the panel that she failed the exam and
failed the subject as well for reasons of plagiarism. She was also informed that she would face the
disciplinary committee for such violation. Sensing her dilemma, she cried helplessly.
Questions:
1. If you were Sonia Corpus, what should you have done?
2. What lessons did you learn about this situation?
3. Was the panel of examiners right in not allowing her to proceed with the defense?
References:
Te, Danilo M., et. al. Business Research with Statistical Applications. First Edition. Rex Book Store.
2019.
Saunders, Mark, et. al. Research Methods for Business Students. Fifth Edition. Pearson Education
Limited. 2009
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