Research Methods for Marketing

Module code: MN7012

In this module, you'll focus on the marketing research practices and theories used in research methods to help you prepare for your dissertation.  

As a student and practitioner of marketing, you'll need to demonstrate an ability to propose, design and execute a research project that addresses specific marketing issues. This module is therefore designed to equip you with essential skills in qualitative and quantitative methodologies which are imperative to marketing consultancy, as well as academic study in marketing.

Specifically, you'll be encouraged to adopt a critical stance through an appraisal of the differences between an industry market research project and an academic dissertation. This module will also encourage you to consider marketing research as a career path.

Topics covered

  • Qualitative and quantitative research
  • Philosophical paradigms in research methods
  • Exploratory research: in-depth interviews, ethnography, focus groups
  • Visual methods
  • Conclusive research: questionnaire design and statistical analysis
  • Computer assisted data analysis: SPSS, qualtrics
  • Probability and non-probability sampling
  • Differences between market research consultancy and academic research

Learning

  • 38 hours of lectures
  • 6 hours of tutorials
  • 10 hours of workshops
  • 246 hours of independent study

Assessment

  • Group presentation (20%)
  • Essay, 1,500-2,000 words (30%)
  • Exam, 2 hours (50%)