| 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?
We are all born scientists. We grew up by forming hypotheses, testing them, analysing findings and learning from our actions and the actions of others — all in child’s play. This unit aims to bring students back into the mindset of a learning toddler who is constantly engaged in the process of critical thinking, who questions everything, tests hypothesis, be wrong and questions again, and remains unbiased to any particular result. Systematic inquiry is an essential part of our daily life and is also critical for the decision-making in marketing as it allows for data-driven insights leading to evidence-based decisions. This unit provides a roadmap for students to follow to help them conduct their own studies in a systematic and objective manner. Students will be introduced to a range of research philosophies and methodologies, including qualitative and quantitative approaches, which will advance students’ understanding of marketing research methods and metrics. Students will develop transferable skills that will improve their critical thinking and problem-solving abilities, which are essential in both industry and academic settings.
How does this unit fit into your programme of study
In addition to its practical relevance within the specific marketing disciplines covered in the program, this unit offers a roadmap for students to follow in preparation for their dissertation projects: students will learn about the development of a Research Question, Research Aims, Research Methodologies, Methods and Analysis, all of which will be useful when undertaking their dissertation.
An overview of content
The content of this unit includes dentification of a research topic and aim, developing a research question, and setting research objectives; understanding the Research Design process, including research philosophy, methodological strategy, and identification of appropriate methods to address research questions; considering strengths and limitations of primary and secondary research methods; understanding sampling of qualitative and quantitative data, analysis of qualitative and quantitative data and how to report findings for different stakeholders.
How will students, personally, be different as a result of the unit
Upon completion of the unit, students will have formed a deep understanding of research methods. Students will also strengthen their ability to analyse and interpret data, effectively communicate scientific findings, and think critically about research methodologies. They will have acquired knowledge of how to apply this knowledge in their dissertation projects, as well as in their future careers beyond academia. As well as this, students will further develop their abilities in problem-solving, scientific communication, and critical thinking, which are essential lifelong skills.
Learning Outcomes
At the end of this unit, students will be able to:
ILO1. Explain marketing research process and apply that knowledge to their dissertation projects.
ILO2. Construct scientifically interesting research question(s) and employ appropriate research design to investigate the question(s);
ILO3. Effectively analyse different forms of data, make judgements based on the value of evidence, and make subsequent recommendations.
Teaching is delivered through three-hour lectorials (total 10*3 = 30 hours) across TB2. 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. Optional advice and feedback hour sessions for additional support are available. Students will be required to do some preparation reading and activities before the sessions. All learning material will be available on the unit’s Blackboard page. Additional readings will also be provided on Blackboard to support students who wish to acquire a deeper learning about research methods and statistical analysis. The discussion board on Blackboard will also be used to complete tasks and strengthen peer interaction. It is also a place for students to ask any questions about the unit. Students are advised to set aside time to review the weekly material and plan when they will work through them.
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 is in the form of a 2000-words research proposal (40% of the unit mark) Students will compose a short literature review for a given research topic (1000 words), a statement of the research questions and research objectives (300 words), and identify appropriate methods to address research questions (700 words) (ILO1, ILO2).
The online timed assessment will require students to analyse data, interpret results, and offer meaningful insights to the stakeholders (ILO3). Students will be given a research problem and a mock dataset. What is asked of students is to identify the appropriate statistical analysis, perform the data analysis, interpret results and offer meaningful insights to the stakeholders (1000 words).
When assessment does not go to plan
When a student fails the unit and is eligible to resubmit, failed components will be reassessed on a like-for-like basis.
In the case of the individual coursework component a new proposal must be written (40%) [ILOs 1-2].
In the case of the online timed assessment different data sets will be provided and questions set (60%) [ILO3].
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.
