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Research in Marketing - MAN00131M

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  • Department: The York Management School
  • Module co-ordinator: Dr. Sarah Forbes
  • Credit value: 20 credits
  • Credit level: M
  • Academic year of delivery: 2024-25
    • See module specification for other years: 2023-24

Module will run

Occurrence Teaching period
A Semester 1 2024-25

Module aims

This module equips participants with the practical, technical, and methodological skills to conduct independent research for either their own masters’ ‘Dissertation (academic)’ or the ‘Dissertation (applied)’ and beyond in the domain of marketing and related areas. It also 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

By the end of this module, you will be able to:

  • Demonstrate knowledge and understanding of the concepts and methods of marketing research

  • Understand the use of quantitative, qualitative, and mixed-methods research designs

  • Compare and contrast approaches for analysing data, and understanding the marketing environment

  • Demonstrate analytical and problem-solving competencies in market research.

  • How to relate theory to research findings, draw relevant conclusions, and consider the implications and limitations of their research

  • Identify the ethical issues involved in conducting research

  • Understand how to be reflexive within the research process

  • Understand what resources are involved in undertaking marketing research

Skills-related learning outcomes:

  • Think critically and analytically;

  • Critique relevant literature, and challenge viewpoints, ideas and concepts;

  • Present information effectively in writing;

  • Work and learn independently;

  • Plan, organise and develop a coherent, well-argued and convincing masters-level marketing research proposal.

Module content

The ethical, legal and safety dimensions of conducting marketing research

Development of a marketing research question based on a literature review, problem audit, and ethical considerations

Understanding how to gather qualitative data using techniques such as interviewing, and focus groups.

Understanding how to gather quantitative data using techniques such as (online) surveys and experiments

Understanding the strengths and weaknesses of qualitative, quantitative and mixed methods approaches (e.g., interviews, focus groups, surveys, experiments) to marketing research


Task Length % of module mark
Essay : Research proposal (individual)
N/A 100

Special assessment rules



Task Length % of module mark
Essay : Research proposal (individual)
N/A 100

Module feedback

Students will receive feedback on formative assessment before the end of the teaching period for the module. Turnaround time for summative assessment is 6 weeks. At the end of semester, the module leader will develop a report on the module which, once approved by the Board of Exams, will be uploaded onto VLE and made accessible to students

Indicative reading

Saunders, Mark N.K., Lewis, Phillip, Thronhill, A. (2023). Research Methods for Business Students (9th Edition). Pearson.

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.