| 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. Stevanov |
| Open unit status | Not open |
| Units you must take before you take this one (pre-requisite units) |
None |
| Units you must take alongside this one (co-requisite units) |
None |
| Units you may not take alongside this one |
None |
| School/department | School of Management - Business School |
| Faculty | Faculty of Social Sciences and Law |
Why is this unit important?
The ability to identify and investigate marketing problems practically and theoretically, either to gain a competitive advantage or contribute to academic debate, is fundamental in the field of marketing. This involves the uncovering of an issue, determining an appropriate research method and design, collection and analysis of ethically sourced data, and interpretation and application of the results to the issue in hand. This unit will advance students’ understanding of marketing research methods and metrics so they are equipped with these relevant skills in both an industry and academic context. Students will be introduced to a range of research philosophies and methodologies and will develop the capacity to critically appraise their applicability for different settings. Students will learn about different methods of ethically appropriate data collection and analysis, and be able to apply their understanding to answer specific questions through exploration and interpretation of data.
How does this unit fit into your programme of study?
As well as being practically relevant in the context of the specific marketing disciplines studied on the programme, the unit prepares students with an understanding of all elements of research ahead of the dissertation.
An overview of content
The unit will focus on the below content areas
How will students, personally, be different as a result of the unit
During the unit students will further develop their problem solving, written communication, and organising skills. As well this, students will develop their ability to critically evaluate different sources of information and forms of data.
Intended Learning Outcomes
ILO1. Demonstrate a comprehensive understanding of the marketing research process and critical awareness of ethical issues related to marketing research;
ILO2. Develop a novel and interesting research question(s) and appropriate research design to investigate the question(s);
ILO3. Effectively analyse different forms of data, interpret results, draw conclusions, and make subsequent recommendations;
ILO4. Critically appraise different methodologies and methods.
Teaching is delivered through three-hour lectorials. Sessions will be student-centred, interactive, inquiry and/or problem based. Lectorials related to quantitative data analysis methods will be undertaken in the IT lab.
Tasks which help you learn and prepare you for summative tasks (formative)
During lectorials students will undertake activities relevant to the summative tasks, providing the opportunity for both peer and lecturer feedback.
Tasks which count towards your unit mark (summative):
The unit is assessed by one individually written coursework worth 40% of the unit mark and one online timed assessment worth 60% of the unit mark.
The individually written coursework (1,500 words) will require the student to identify a research problem, develop a relevant research question(s), and justify a suitable research design to answer those questions (ILO1, ILO2). It will require engagement with relevant academic literature to both ground the research and support the research design.
The online timed assessment will require the student to analyse data, interpret results, and offer meaningful insights (ILO3) reflecting on the strengths and limitations of the data collected and analysis techniques (ILO4).
When assessment does not go to plan
If a student does not achieve an overall pass mark for the unit then they will be required to resit the failed assessment component(s) in the reassessment period. In the case of the coursework component a new proposal must be written; in the case of the online timed assessment different data sets will be provided and questions set.
If this unit has a Resource List, you will normally find a link to it in the Blackboard area for the unit. Sometimes there will be a separate link for each weekly topic.
If you are unable to access a list through Blackboard, you can also find it via the Resource Lists homepage. Search for the list by the unit name or code (e.g. EFIMM0057).
How much time the unit requires
Each credit equates to 10 hours of total student input. For example a 20 credit unit will take you 200 hours
of study to complete. Your total learning time is made up of contact time, directed learning tasks,
independent learning and assessment activity.
See the University Workload statement relating to this unit for more information.
Assessment
The Board of Examiners will consider all cases where students have failed or not completed the assessments required for credit.
The Board considers each student's outcomes across all the units which contribute to each year's programme of study. For appropriate assessments, if you have self-certificated your absence, you will normally be required to complete it the next time it runs (for assessments at the end of TB1 and TB2 this is usually in the next re-assessment period).
The Board of Examiners will take into account any exceptional circumstances and operates
within the Regulations and Code of Practice for Taught Programmes.
