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Unit information: Research Methods and Marketing Metrics in 2021/22

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




School/department School of Management
Faculty Faculty of Social Sciences and Law

Description including Unit Aims

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.

Intended Learning Outcomes

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.

Teaching Information

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.

Assessment Information

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.


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 Faculty workload statement relating to this unit for more information.

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. If you have self-certificated your absence from an assessment, you will normally be required to complete it the next time it runs (this is usually in the next assessment period).
The Board of Examiners will take into account any extenuating circumstances and operates within the Regulations and Code of Practice for Taught Programmes.