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
Autumn Term 2020-21 to Spring Term 2020-21
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
Subject content by term
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)
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.
% of module mark
Open Examination Draft research proposal
Open Examination Reflective statement on the data gathered
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%).
% of module mark
Essay/coursework Reassessment Coursework 1
Essay/coursework Reassessment Coursework 2
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.
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