This course provides an in-depth exploration of business discovery methods and research methodology for understanding and analyzing business phenomena in an increasingly AI-supported environment. Students will learn foundational research principles, including the scientific method, research design, and the role of AI-assisted approaches in research and data analysis.

The course covers survey methods and develops students' practical skills in understanding how AI tools can support, enhance, or influence research design, data collection, and interpretation. Core concepts of inference and reasoning will also be explored to strengthen students' ability to evaluate research findings critically.

Students will gain hands-on experience in data analysis using SPSS and other AI-assisted tools. The course also introduces data mining, pattern discovery, and the responsible use of AI in generating insights, critically evaluating outputs, and addressing ethical issues such as bias, transparency, and data quality.