Research Methods in Marketing
| Code | School | Level | Credits | Semesters |
| BUSI4482 | Business | 4 | 20 | Spring UK |
- Code
- BUSI4482
- School
- Business
- Level
- 4
- Credits
- 20
- Semesters
- Spring UK
Summary
Possible topics include:
- The research process in marketing contexts
- Interviews and focus groups
- Observation and ethnography
- Analysing qualitative data
- Evaluating and presenting data
- Designing and conducting survey research
- Experimental design
- T tests and chi square
- ANOVA and Regression analysis
- Factor analysis
Target Students
Only available for MSc Marketing students AND MSc International Tourism Management and Marketing students AND MSc Exchange students.
Classes
- One 2-hour seminar each week for 5 weeks
- One 1-hour lecture each week for 11 weeks
- One 2-hour computing each week for 6 weeks
This module is taught through a combination of computing sessions, seminars and asynchronous lectures: approximately 70 minutes each week for 11 weeks.
Assessment
- 50% Coursework: 2,500 words. Reassessment will be 100% in-person exam, 2 hours.
- 50% Exam (2-hour): Written in person exam. Reassessment will be 100% in-person exam, 2 hours.
Assessed by end of spring semester
Educational Aims
The module introduces students to the theory and practice of research methods in marketing. Particular attention will be given to the practice of different research methods and techniques of data analysis in order to prepare students for a marketing dissertation. On completion of this module, students will be able to describe the nature and scope of different research methods in marketing; distinguish between, apply and conduct various data-gathering methods to research problems in marketing, analyse and interpret both qualitative and quantitative data for managerial insight, and evaluate the strengths and limitations of marketing research methods.Learning Outcomes
Knowledge and understanding:
This module develops a knowledge and understanding of:
• Customers and stakeholders - customer expectations, service and orientation (cw and e)
• The management of projects (cw)
Intellectual Skills:
This module develops:
• Being able to think critically and be creative: manage the creative processes in self and others; organise thoughts, analyse, synthesise and critically appraise. This includes the capability to identify assumptions, evaluate statements in terms of evidence, detect false logic or reasoning, identify implicit values, define terms adequately and generalise appropriately (cw and e)
• Being able to solve complex problems and make decisions: establish criteria, using appropriate decision-making techniques including identifying, formulating and solving business problems; and the ability to create, identify and evaluate options; the ability to implement and review decisions (cw and e)
• Using information and knowledge effectively in order to abstract meaning from information and to share knowledge, including the use of quantitative skills (cw and e)
Professional Practical Skills:
This module develops:
• The ability to conduct research and enquiry into business and management issues either individually or as part of a team through research design, the collection and analysis of qualitative data, synthesis and reporting (cw)
• The ability to conduct research and enquiry into business and management issues either individually or as part of a team through research design, the collection and analysis of quantitative data, synthesis and reporting (e)
Transferable (key) Skills:
This module develops:
• Effective communication: networking, listening, oral and written communication of complex ideas and arguments, using a range of media, including the preparation of business reports (cw)