Module Information

Module Identifier
Module Title
Academic Year
Semester 1
Other Staff

Course Delivery

Delivery Type Delivery length / details
Seminars / Tutorials 10 x 4 hour sessions
Practical 10 hours


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


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.


Part 1: The Research Process
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
Interviews and Focus Groups
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 Reading
Baker, 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


This module is at CQFW Level 7