Research Methods in Management and Marketing

The details
Essex Business School
Colchester Campus
Undergraduate: Level 5
Monday 13 January 2020
Friday 20 March 2020
25 September 2019


Requisites for this module



Key module for

BSC NN24 Accounting and Management,
BSC NN27 Accounting and Management (Including Placement Year),
BSC NN42 Accounting and Management (Including Foundation Year),
BSC NNK2 Accounting and Management (Including Year Abroad),
BSC N200 Business Management,
BSC N201 Business Management (Including Foundation Year),
BSC N202 Business Management (Including Year Abroad),
BSC N204 Business Management (Including Placement Year),
BA NR19 Business Management and Modern Languages,
BA N1R9 Business Management with a Modern Language,
BSC NN25 Management and Marketing,
BSC NN2M Management and Marketing (Including Placement Year),
BSC NNF5 Management and Marketing (Including Year Abroad),
BA N19R Business Management and Language Studies,
BSC N344 Finance and Management,
BSC N345 Finance and Management (Including Year Abroad),
BSC N346 Finance and Management (Including Placement Year),
BSC N347 Finance and Management (Including Foundation Year)

Module description

Research Methods in Management and Marketing is designed to develop your research skills and knowledge in order to prepare you for both related modules in subsequent years at university and for life after finishing your studies. Understanding how to produce sound research questions and how to undertake research are essential life and work skills. This module will introduce research as a practice, and provide an overview of how to develop research questions and how to understand the ethics and various issues at stake in undertaking research. It will also introduce students to some of the various approaches to undertaking research, both qualitative and quantitative, and how to present research to a range of audiences.
Students completing this module should be able to demonstrate a good understanding of the main quantitative and qualitative methods used in management and marketing research, and an appreciation of the practical application of these methods in a variety of research settings.

Module aims

In order to fully prepare you for later modules, and to successfully undertake a Capstone project, this module aims to equip everyone completing it with an appropriate grasp of the following:
1. To understand what the research problem and context is, and to develop the ability to generate research questions and sound research objectives.
2. A familiarity with a range of research methods (qualitative and quantitative), and be able to apply the appropriate method to a given research problem.
3. An understanding of how to evaluate and critically review relevant materials from a range of sources, and the ability to use these materials to develop your research arguments and questions in relation to your research inquiry.

Module learning outcomes

On successful completion of the module, students will be able to:
1. Demonstrate an informed understanding of the principles and techniques involved in research design, and in the collation and analysis of research data.
2. Draw on relevant academic literature and appropriate data sources to identify and develop research questions, and to evaluate insights from published research.
3. Explain and evaluate the main social scientific research methodologies and methods.
4. Devise an appropriate methodology, informed by relevant social scientific research and methodological literature, designed to address specific research questions, taking account of relevant practical, methodological and ethical issues.

Module information

Skills for Your Professional Life (Transferable Skills)
After completing this module students should have:
1. Enhanced their written communication skills through producing discursive coursework assignments.
2. Improved their oral communication skills by taking part in group discussions and activities in the seminars.
3. Enhanced their individual research skills through researching one coursework assignment and preparing for an exam.
4. Developed their critical thinking and analytical skills by reading and commenting on management and marketing articles.
5. Improved their collaborative and team building skills by taking part in short group activities in the classes.
6. Developed their digital/technical fluency through the use and application of Microsoft Office software package and Library search engines.
7. Contributed to their personal development through reflecting on their participation and learning goals.

Learning and teaching methods

Teaching and Learning on BE425 consists of lectures, classes, guided reading and personal study. Lectures This module will be taught through a one-hour lecture and a one-hour class each week. The lectures will begin in the spring term (week 16) and bring together introductory material with theories, examples and case studies. Lecture slides will be uploaded to Moodle (see below), but these slides are not a substitute for attending lectures. It is essential that you attend both lectures and classes in order to ensure you understand the course material. Classes Starting in week 17, the lecture sessions will be complemented by a series of weekly classes. These classes will take place in a seminar room. The classes are an essential part of the module. Classes will be interactive workshops that will provide a space for you to understand the theoretical material covered each week, and to develop practical skills in planning and designing research, in data collection and analysis, and in presenting and evaluating the research findings. The classes will provide guidance in preparation for your written assignment, through discussing a range of examples and case studies. Due to the interactive nature of the sessions, it is vital that you undertake any recommended reading or other preparation prior to the session in order to gain as much as possible from the practical exercises. Outside of the weekly sessions you are also expected to spend time on private study, undertaking guided reading and preparation for the sessions and the coursework assignment. Material covered in classes is NOT necessarily covered in lectures and vice versa, so it is vital that you attend all taught sessions to avoid missing material that is important to your assignment and exam preparation. Guided reading There will be readings from the management and marketing research literature which discuss the course materials in greater depth and apply these to real world contexts on Moodle (see below). Moodle Accessible from BE425 Moodle provides a convenient link for students to on-line material supplied by lecturers.


  • Gray, David E. (2018) Doing research in the real world, London: SAGE Publications.

The above list is indicative of the essential reading for the course. The library makes provision for all reading list items, with digital provision where possible, and these resources are shared between students. Further reading can be obtained from this module's reading list.

Assessment items, weightings and deadlines

Coursework / exam Description Deadline Weighting
Coursework   SPRING TERM ASSESSMENT  13/03/2020   
Exam  120 minutes during Summer (Main Period) (Main) 

Overall assessment

Coursework Exam
40% 60%


Coursework Exam
40% 60%
Module supervisor and teaching staff
Dr Atika Kemal, email:
Dr Atika Kemal and Dr Sophie Hales



External examiner

Dr Natalia Slutskaya
University of Sussex
Senior Lecturer
Available via Moodle
Of 110 hours, 83 (75.5%) hours available to students:
0 hours not recorded due to service coverage or fault;
27 hours not recorded due to opt-out by lecturer(s).


Further information
Essex Business School

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