This module is intended to provide students with a scientific method to approaching research questions. Its aim is to expose students to the range of research strategies available in social research as well as specific methodologies, tools and techniques that can be applied within these strategies. It will build critical awareness of both quantitative and qualitative research methods and explain how each is applied to the field of marketing.
Topics that may be covered in this module may include:
• Secondary data sources and literature reviews• Quantitative methods such as surveys and statistical methods for data analysis• Qualitative methods such as ethnography and case study research• Mixed methods and how they are used• Ethical considerations in conducting research• Issues around research method validity and limitations.
By the end of the module, students should have developed the knowledge and understanding to effectively design and write up a research project.
Learning Outcomes
By the end of the module students should be able to:
Explain the importance of evidence-based research.
Critically assess and apply advanced research designs within the process of research, making reasoned and justified decisions as to the choice of appropriate designs.
Demonstrate data collection and presentation research skills in quantitative and qualitative settings.
Carry out basic quantitative, qualitative and mixed methods data analysis.
Assessment
Assessment Methods & Exceptions
Assessment:
(1500 word equivalent) digital artefact individual assignment (30%);
(3000 word) individual report assignment (70%).
Reassessment:
Resubmission of failed component:
(1500 word equivalent) digital artefact individual assignment (30%);
