Research Methods for Marketing

Learning Outcomes

Knowledge and Understanding

Having successfully completed this module, you will be able to demonstrate knowledge and understanding of:

• demonstrate an understanding of the research paradigms deployed by marketing researchers;
• describe the main methodologies and methods used in marketing research.

Subject Specific Intellectual and Research Skills

Having successfully completed this module you will be able to:

• identify appropriate data collection strategies that link methodological theory to research practice;
• critically evaluate the diverse techniques that can be employed in quantitative and qualitative data analysis.

Transferable and Generic Skills

Having successfully completed this module you will be able to:

• critically assess the main types of contemporary management/marketing research;
• design research projects and outline the key steps to managing them.

Subject Specific Practical Skills

Having successfully completed this module you will be able to:

• conduct an independent research at masters level;
• understand research from an ethical perspective (ERGO).

Foundations of marketing/management research: ontology, epistemology, axiology and links to methodology and methods; positivist/phenomenological research; conducting a literature review, collecting and analysing data using quantitative and qualitative methods; formulating research questions/research problems; questionnaire design; interviews; participant observation; exploratory data analysis; case study methodology; grounded theory; ethnography; netnography, standard software packages for analysing quantitative data (SPSS) and qualitative data (QRS NVivo), University Ethics Approval Procedure (ERGO).

This module is delivered as a series of lectures with computer laboratory workshops.

Formative

This is how we’ll give you feedback as you are learning. It is not a formal test or exam.

Class discussions

• Assessment Type: Formative
• Feedback: Informal feedback given during class discussions and workshop sessions.
• Final Assessment: No
• Group Work: No

Summative

This is how we’ll formally assess what you have learned in this module.

Referral

This is how we’ll assess you if you don’t meet the criteria to pass this module.

Repeat

An internal repeat is where you take all of your modules again, including any you passed. An external repeat is where you only re-take the modules you failed.