Research Methods in Marketing
| Code | School | Level | Credits | Semesters |
| BUSI4530 | Nottingham University Business School China | 4 | 20 | Spring China |
- Code
- BUSI4530
- School
- Nottingham University Business School China
- Level
- 4
- Credits
- 20
- Semesters
- Spring China
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
Writing research proposals
Target Students
Core modules for Marketing
Classes
- One 2-hour lecture each week for 11 weeks
- One 2-hour laboratory each week for 11 weeks
44 hours class-based teaching 55 hours background reading 41 hours completion of set data related tasks 30 hours coursework preparation 30 hours revision
Assessment
- 50% Coursework 1: 3000 word coursework group assignment
- 50% Exam 1 (1-hour-30-minute): 1.5 hours individual exam
Educational Aims
The course 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
The management of projects
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
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
Using information and knowledge effectively in order to abstract meaning from information and to share knowledge, including the use of quantitative skills
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
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
Conveners
- Ms Wendy Ye