Module Information
Course Delivery
| Delivery Type | Delivery length / details |
|---|---|
| Seminars / Tutorials | 10 x 4 hour sessions |
| Practical | 10 hours |
Assessment
| Assessment Type | Assessment length / details | Proportion |
|---|---|---|
| Semester Assessment | Oral presentation of research proposal | 35% |
| Semester Assessment | Resubmission of research proposal incorporating comments and feedback received during presentation | 65% |
| Supplementary Assessment | Oral presentation of research proposal | 35% |
| Supplementary Assessment | RESUBMISSION OF RESEARCH PROPOSAL incorporating comments and feedback received during presentation | 65% |
Learning Outcomes
On completion of this module, students should be able to:
Demonstrate an understanding of research design
Describe and discuss a range of qualitative research methods
Critically evaluate the usefulness of a range of qualitative research methods
Describe and discuss a range of quantitative research methods
Critically evaluate the usefulness of a range of quantitative research methods
Use SPSS to manage and analyze research data
Write and present a research proposal
Aims
Research Methods provides students with the methodological and analytical skills used in the academic study of Marketing. It provides an understanding of the importance of a rigorous approach to research design and the importance of self-reflective learning. The module reflects the multi-disciplinary nature of Marketing, and so aims to give students a broad introduction to the diversity of research design and methods in the social sciences. The skills provided include the use of SPSS for data management and analysis.
Content
The Nature of Research
Formulating and Clarifying the Research Topic
Deciding on the Research Approach
Critically Reviewing the Literature
Writing and Presenting Research
Research Ethics
Part 2: Qualitative Research Methods
Observations
Interviews and Focus Groups
Ethnography
Case Studies
Case Research: history and evolution
Textual Analysis
Part 3: Quantitative Research Methods
Analysis of variance and covariance
Factor Analysis
Cluster Analysis
Regression Analysis
Multidimensional scaling
Conjoint Analysis
Brief description
The purpose of this module is to provide students with the knowledge, understanding and necessary skills to undertake a Master's dissertation. Students should be able to demonstrate an understanding of how to identify a research problem and develop a research question; to choose an appropriate research method and reflect on their own positioning in relation to the research; be able to construct a critical argument; perform data collection and analysis and present their findings in an appropriate way.
Module Skills
| Skills Type | Skills details |
|---|---|
| Application of Number | 1. Obtain and interpret mathematical and statistical information |
| Communication | 1. Read in different contexts and for different purposes; 2. Write for different purposes and audiences; 3. Speak in different contexts and for different purposes; 4. Listen effectively |
| Improving own Learning and Performance | 1. Show awareness of own learning styles, personal preferences and needs, and barriers to learning |
| Information Technology | 1. Use a range of commonly used software packages; 2. Prepare and input data; 3. Manage storage systems; 4. Present information and data; 5. Use e-mail/internet appropriately and effectively |
| Personal Development and Career planning | |
| Problem solving | 1. Identify Problems; 2. Identify factors which might influence potential solutions; 3. Develop creative thinking approaches to problem solving; 4. Evaluate advantages and disadvantages of potential solutions; 5. Construct a rational proposal in response to a problem |
| Research skills | 1. Understand a range of research methods; 2. Plan and carry out research; 3. Product academically appropriate reports; 4. Evaluate research methods, design and procedures |
| Subject Specific Skills | Students will develop an understanding of the research process, be able to critically evaluate a range of research methods, and put into practices the theories discussed through the preparation and presentation of a academic research proposal |
| Team work | 1. Play an active part in group activities |
Reading List
Essential ReadingBaker, Michael John. (2003.) Business and management research :how to complete your research project successfully /Michael J. Baker. Westburn Primo search Supplementary Text
Bernard, H. Russell (2000.) Social research methods :qualitative and quantitative approaches /by H. Russell Bernard. Sage Publications Primo search Bryman, Alan (2003.) Business research methods /Alan Bryman and Emma Bell. Oxford University Press Primo search Carson, David., Gilmore, A., Perry, C., Gronhaug, K (2001) Qualitative Marketing Research Sage Publications Primo search Edmunds, Holly. (c1999.) The focus group research handbook /Holly Edmunds. NTC Business Books Primo search Hair, Joseph., Black, B., Babin, B., Anderson, R., Tatham, R. (2006) Multivariate Data Analysis 6th Edition Prentice Hall Primo search Silverman, David. (2006.) Interpreting qualitative data :methods for analysing talk, text and interaction /David Silverman. 3rd ed. SAGE Publications Primo search Gummesson, E (2005) Qualitative Research in Marketing European Journal of Marketing 39, 3/4, 309-327 Primo search
Notes
This module is at CQFW Level 7