| Unit name | Research Methods and Marketing Metrics |
|---|---|
| Unit code | EFIMM0057 |
| Credit points | 20 |
| Level of study | M/7 |
| Teaching block(s) |
Teaching Block 2 (weeks 13 - 24) |
| Unit director | Dr. Rogers |
| Open unit status | Not open |
| Pre-requisites |
None |
| Co-requisites |
None |
| School/department | School of Management - Business School |
| Faculty | Faculty of Social Sciences and Law |
This core unit aims introduce students to the concept of research within both an academic and practitioner setting. Students will be able to discuss the relative positions associated with individual research philosophies and approaches and appraise their applicability within given contexts. They will be able to identify a research question and formulate a set of research objectives in response. They will develop the capacity to appraise the relative role and value of the range of potential research methodologies and methods and select the most appropriate given the task in hand. They will be able to discuss the most appropriate method of analysis of the data derived from research activity. Students will also review the research and tracking practices undertaken within a commercial environment. They will demonstrate the capacity to formulate a coherent briefing document and reflect upon how research findings might be presented most effectively across a range of stakeholders.
On successful completion of this module students will be able to:
LO 1: Examine a given situation with a view to identifying an appropriate research question and research objectives.
LO 2: Select an appropriate research epistemology and methodology.
LO 3: Appraise the most appropriate method of data collection and choose robust methods of analysis.
LO 4: Draw and report conclusions and make subsequent recommendations.
Synchronous tutorials and plenary sessions will be scheduled. Synchronous drop in sessions will also be arranged with students. There will be asynchronous activities and discussions supporting the synchronous sessions.
Research Proposal (100%)
Summative assessment on this unit will take the form of a single 4,000 words-long research proposal (100%) to be carried out on an individual basis. Over the course of the unit, students will be encouraged to identify a marketing problem and formulate a research question and set of research objectives (ILO1). Students will then compose a research proposal which contains a brief outline of the background the issue, a short literature review, a statement of the research question, research objectives and proposed methodology/methods (ILO1, 2,3, 4). Students will also be asked to reflect upon their research problem and consider whether it is more suitable for a dissertation or an applied project.
Books
Bradley, N. (2013). Marketing research: tools & techniques. Oxford University Press.
Hague, P. N., Hague, N., & Morgan, C. A. (2013). Market Research in Practice: How to get greater insight from your market. Kogan Page Publishers.
McGivern, Y. (2013). The Practice of Market Research: An Introduction. Pearson Higher Ed.
Poynter, R. (2010). The Handbook of Online and Social Media Research: Tools and techniques for market researchers. John Wiley & Sons.
Academic and Practitioner Journals
Academy of Marketing
European Journal of Advertising
European Journal of Marketing
International Journal of Advertising
Journal of Marketing Communications
Journal of Advertising Research
Journal of Interactive Advertising
Journal of Communications Management
Journal of Marketing
Journal of Consumer Behaviour
Management
Marketing and Management
Marketing Management
Science Review
Harvard Business Review
The Economist
Marketing
Campaign
Other
Any/all broadsheet newspapers
