Accessibility statement

Research Methods - MAN00105M

« Back to module search

  • Department: The York Management School
  • Module co-ordinator: Information currently unavailable
  • Credit value: 20 credits
  • Credit level: M
  • Academic year of delivery: 2019-20

Module summary

This module equips participants with the practical, technical, and methodological skills to conduct independent research for their own masters’ dissertation and beyond in the domain of marketing and related areas.

Module will run

Occurrence Teaching cycle
A Autumn Term 2019-20 to Spring Term 2019-20

Module aims

This module equips participants with the practical, technical, and methodological skills to conduct independent research for their own masters’ dissertation and beyond in the domain of marketing and related areas. It recognises that conducting marketing research requires the development of specific and generic research skills, including: understanding the research design process, understanding different techniques for conducting research, and appreciating the ethical and social implications of such research.

Module learning outcomes

Academic and graduate skills

At the successful completion of the module students will be able to:

  • Understand the underlying philosophies, theoretical principles, methods and techniques applicable to research in marketing
  • Understand the use of quantitative, qualitative, and mixed-methods research designs in marketing studies
  • Apply relevant research methodologies to specific marketing problems (both academic and commercial)
  • Draw up an appropriate research strategy for their own dissertation project
  • Identify the practical/ethical issues involved in conducting research

Module content

Subject content by term

Term 1

  • The ethical, legal and safety dimensions of conducting marketing research
  • The philosophical-scientific foundations of different research methodologies
  • Preparing a dissertation proposal including the development of a research question based on a literature review, data gathering strategy, and ethical considerations
  • Understanding the strengths and weaknesses of qualitative vs. quantitative approaches (e.g., interviews, focus groups, surveys, experiments) to marketing research (incl. mixed methods research)

Term 2

  • Working with secondary data
  • Gathering qualitative data using techniques such as interviewing, focus groups and ethnography.
  • Gathering quantitative data using techniques such as (online) surveys and experiments
  • Gaining an appreciation of Big Data, Neuroscientific methods and Mixed Method approaches. 


Task Length % of module mark
Open Examination
Draft research proposal
N/A 50
Open Examination
Reflective statement on the data gathered
N/A 50

Special assessment rules


Additional assessment information

Reassessment task will be Coursework addressing the shortcomings of the summative assessment(s) that the student failed. The length of the examination will be One (or two) 1,500 word assignment(s) and contribute to 50% (100%). 


Task Length % of module mark
Reassessment Coursework 1
N/A 50
Reassessment Coursework 2
N/A 50

Module feedback

A comprehensive module assessment report is released to students after the summer term exam board.  Individual written feedback is made available to students at the same time.

Indicative reading

  • Bryman, Alan and Emma Bell (2015). Business Research Methods (4th ed.). Oxford: Oxford University Press
  • Chilsa, B. (2012) Indigenous Research Methodologies. London: Sage
  • Denzin, N.K., Lincoln Y.S., and Tuhiwai Smith, L. (2008, Eds.) Handbook of Critical and Indigenous Methodologies London: Sage
  • Hantrais, Linda (2009). International Comparative Research: Theory, Methods and Practice. Basingstoke and New York: Palgrave
  • Piekkari, R. and Welch, C. (2011, Eds.): Rethinking the Case Study in International Business and Management Research, Cheltenham, UK: Edward Elgar
  • Marschan-Piekkari, R. and Welch, C. (2004, Eds.): Handbook of Qualitative Research Methods for International Business, Cheltenham, UK and Northampton, MA: Edward Elgar
  • Neuman, W.L. (2011) Social research methods: qualitative and quantitative approaches. Boston and London:Pearson Education

The information on this page is indicative of the module that is currently on offer. The University is constantly exploring ways to enhance and improve its degree programmes and therefore reserves the right to make variations to the content and method of delivery of modules, and to discontinue modules, if such action is reasonably considered to be necessary by the University. Where appropriate, the University will notify and consult with affected students in advance about any changes that are required in line with the University's policy on the Approval of Modifications to Existing Taught Programmes of Study.

Coronavirus (COVID-19): changes to courses

The 2020/21 academic year will start in September. We aim to deliver as much face-to-face teaching as we can, supported by high quality online alternatives where we must.

Find details of the measures we're planning to protect our community.

Course changes for new students