The coursework of this module consists of the preparation of a critical academic literature review which will inform the students research question for the final dissertation
100%
Supplementary Assessment
Resubmission of assessed coursework
100%
Learning outcomes
On successful completion of this module students should be able to:
Carry out a critical academic literature review in their chosen subject
Identify the range of research management available in marketing and sales management research
Consider the applicability of these methods to the field of strategic marketing and sales management
Develop research skills and knowledge which will help them to plan, design and carry out their chosen research project
Analyse data and present their findings within an appropriate conceptual framework
Identify good practice in research management and presentation
Brief description
This module will introduce students to areas of qualitative and quantitative data collection and analysis. This module will also provide students with practical guidance on selecting a research strategy suitable for the students' own project and writing up their research project.
Content
Introduction to types of research, philosophy of research and research levels
Literature review including academic and professional literature, various sources of information, electronic databases, referencing, etc.
Specification of research question, theoretical frameworks and hypothesis development and testing
Designing the research instrument, validity, reliability, smapling, design and sample size
Analysis and interpretation, choosing a suitable software package, univariant, bivariant and multivariant analysis
Discussion and conclusion. Link primary findings with existing respondents' search
Reading Lists
Books ** Recommended Text
Bell, J Doing Your Research Project
OU, Buckingham
Churchill, G A (1991) Marketing Research: Methodological Foundations
Dryden Press, Orlando
Franfort-Nachmias, C and Nachmias, D (1992) Research Manalgement in Social Sciences
Edward Arnold, London
Riley, M, Wood, R, Clark, M, Wilkie, E and Szivas, E (2001) Researching and Writing Dissertations in Business and Management
Business Press, London
Silverman, D Doing qualitiative research: A practical handbook
Sage, London