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The University of Southampton

MANG6330 Designing and Managing Research Projects

Module Overview

This module aims to provide opportunities for students to develop an appreciation of marketing research in theory and practice. There are two broad objectives: (1) to enhance your knowledge of the research process and enable you to be aware of the problems associated with research, and (2) to prepare you to carry out your own research, in most cases your dissertation.

Aims and Objectives

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).

Learning and Teaching

Teaching and learning methods

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

Independent Study126
Total study time150

Resources & Reading list

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

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

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

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



Class discussions


MethodPercentage contribution
Coursework  (3000 words) 100%


MethodPercentage contribution
Coursework  (3000 words) 100%


MethodPercentage contribution
Coursework  (3000 words) 100%

Repeat Information

Repeat type: Internal & External


Costs associated with this module

Students are responsible for meeting the cost of essential textbooks, and of producing such essays, assignments, laboratory reports and dissertations as are required to fulfil the academic requirements for each programme of study.

In addition to this, students registered for this module typically also have to pay for:


Recommended texts for this module may be available in limited supply in the University Library and students may wish to purchase the mandatory/additional reading text as appropriate.

Please also ensure you read the section on additional costs in the University’s Fees, Charges and Expenses Regulations in the University Calendar available at

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