Programme And Module Handbook
Course Details in 2022/23 Session

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Module Title LM Advanced Quantitative Research
SchoolBirmingham Business School
Department Birmingham Business School
Module Code 07 37385
Module Lead Miriam McGowan
Level Masters Level
Credits 20
Semester Semester 2
Restrictions Students taking the Quantitative stream of the MSc must take the Marketing Analytics Techniques module
Students taking the Mixed Methods stream of the MSc must take the Advanced Quantitative Research module
Contact Hours Lecture-20 hours
Practical Classes and workshops-20 hours
Guided independent study-160 hours
Total: 200 hours
Description The Advanced Quantitative Research module examines high quality data analysis, one of the most impactful areas in industry, government, and academia. This module aims to teach students to understand and confidently apply key statistical methods of relevance to marketing. These may include correlation, regression based analyses, ANOVA, explanatory and confirmatory factor analysis, mediation and moderation, as well as structural equation modelling and the use of measurement models. Students will also acquire a firm understanding of the steps involved in hypothesis testing. The aim of this module is to provide students with both a theoretical understanding of key techniques, as well as the practical experience to independently conduct and critically appraise these techniques. Throughout, there will be an emphasis on the correct use and interpretation of results. During the course of this module, students will familiarise themselves with key data analysis software such as SPSS and Amos.
Learning Outcomes By the end of the module students should be able to:
  • Apply the use of advanced quantitative data analysis techniques.
  • Develop, use and interpret the results from descriptive and inferential statistics.
  • Critically interpret approaches to data analysis in marketing and consumer research.
  • Critically evaluate the implications of quantitative data for mixed methods research.
Assessment Methods & Exceptions Assessment:

(2000 word equivalent) digital artefact individual assignment (50%);

(2500 word) individual report assignment (50%).


Resubmission of failed component:

(2000 word equivalent) digital artefact individual assignment (50%);


(2500 word) individual assignment (50%).
Reading List