Module Identifier MMM6330  
Academic Year 2006/2007  
Co-ordinator Professor Gary P Akehurst  
Semester Semester 2  
Course delivery Lecture   32 Hours.  
  Seminars / Tutorials   8 Hours.  
Assessment TypeAssessment Length/DetailsProportion
Semester Assessment 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 dissertation100%
Supplementary Assessment Resubmission of assessed coursework100%

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.


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

** 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


This module is at CQFW Level 7