Marketing Research

Learning Outcomes

Knowledge and Understanding

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

• the main methodologies and methods used in marketing research.
• the research paradigms deployed by marketing researchers;

Transferable and Generic Skills

Having successfully completed this module you will be able to:

• critically assess the main types of contemporary management/marketing research;
• conduct an independent research at undergraduate level.
• design research projects and outline the key steps to managing them;

Subject Specific Intellectual and Research Skills

Having successfully completed this module you will be able to:

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

Foundations of marketing/management research: ontology, epistemology, axiology and links to methodology and methods; positivist/interpretivist research; conducting a literature review, formulating research questions/research problems; interviews; participant observation; ethnography/netnography, questionnaire design; survey, experiment and analysis of quantitative data and qualitative data.

Teaching and learning methods

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

Resources & Reading list

Textbooks

Norman K. Denzin and Yvonna S. Lincoln (2003). The Landscape of Qualitative Research (2nd ed). Sage.

Corbin, Juliet and Anselm Strauss (2008). Basics of Qualitative Research. Sage.

Saunders, M., Lewis, P. and Thornhill, A. (2012). Research Methods for Business Students (6th ed). Pearson.

Denzin, N. and Lincoln, Y. (2011). The SAGE Handbook of Qualitative Research. Sage Publications.

Formative

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

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.

Repeat Information

Repeat type: Internal & External