Programme And Module Handbook
Course Details in 2022/23 Session

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Module Title LM Research and Analysis in Marketing
SchoolBirmingham Business School
Department Birmingham Business School
Module Code 07 37284
Module Lead Dr Doga Istanbulluoglu
Level Masters Level
Credits 20
Semester Semester 2
Restrictions None
Contact Hours Lecture-30 hours
Practical Classes and workshops-10 hours
Guided independent study-160 hours
Total: 200 hours
Description This module provides students with fundamental training of the research process and the available methods of data collection and analysis. Students will develop knowledge of research philosophy, research design, research approach, data collection, data preparation and data analysis including in-class sessions and workshops on more advanced analytical techniques for both quantitative and qualitative research. This module also provides an introduction to software applications used in the analysis of both qualitative and quantitative research (e.g. SPSS & NVivo). In addition, core skills in writing research reports will be delivered from understanding literature reviews through to report completion, which will provide a strong basis for the dissertation research.

The Research and Analysis in Marketing module together with either the dissertation or the company project module involve student research and make up 60 credits of independent learning based on student research within the MSc programme.
Learning Outcomes By the end of the module students should be able to:
  • Use literature to inform the design of a research or business project
  • Chose and design appropriate methodology for the research aims/ project aims
  • Critically analyse marketing research literature.
  • Develop literature review skills, such as searching for relevant sources, critically evaluating and synthesising material, to define a research or project proposal problem.
  • Apply qualitative and quantitative data analysis to inform decision making or research conclusions
  • Communicate research findings effectively to relevant target audiences
Assessment Methods & Exceptions Assessment:

Project proposal (2,000 words) (50%)
Qualitative data analysis report (1,000 words) (25%)
Quantitative data analysis report (1,000 words) (25%)


Reassessment by failed element.
Project proposal (2,000 words) (50%)
Qualitative data analysis report (1,000 words) (25%)
Quantitative data analysis report (1,000 words) (25%)
Reading List