Module Directory

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.

Throughout the module, you will be encouraged to develop skills in the presentation, discussion and dissemination of research material, and to gain an applied and reflexive understanding of the processes and skills involved in planning, organising and managing research projects. You will also explore the dynamics of ethical issues within research design, data management and dissemination.

The aims of this module are:

• To understand what research is, and to develop the ability to generate research questions and
  sound research objectives.


• To gain a familiarity with a range of research methods (qualitative and quantitative), and be able to
  apply the appropriate method to a given research problem.


• To develope 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.

By the end of this module, students will be expected to be able to:

1. Demonstrate an informed understanding of the principles and techniques involved in research
   design, and in the collation and proposed 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 strategies and methods.


4. Devise an appropriate strategy, informed by relevant literature, that addresses specific
   research questions taking account of relevant practical, methodological and ethical issues.

Skills for Your Professional Life (Transferable Skills)

Analytical Skills:

1. A1 Synthesis and bringing together concepts and ideas


2. A2 Critical thinking


3. A3 Evaluation of evidence


4. A4 Creative problem solving


5. A5 Recognise rival conceptual ideas


6. C2 Expressing research findings in report or slide deck


7. C3 Expressing ideas for business purposes


8. C5 Argumentation / Essay writing skills

Data Analysis Skills:

1. D1 Analysing quantitative data


2. D2 Analysing qualitative data


3. D4 Analysing Academic literature


4. D5 Analysis of different business reports


5. D6 Desk research/netnographic skills

Social Skills:

1. S2 Showing leadership


2. S3 Showing adaptability to changing circumstances


3. S4 Showing own initiative

Technical Skills:

1. T1 Core IT skills (word, excel, PowerPoint, outlook)

Research Skills:

1. R1 Identifying research needs and aims


2. R2 Identifying suitable frameworks and models to aid research aims


3. R3 Using different research methods appropriately


4. R4 Report research findings


5. R5 Identifying application of research


6. R6 Understanding plagiarism and referencing

Business Management Skills:

1. BM3 Ability to develop greater sensitivity and awareness around implied and explicit ethical assumptions
   and beliefs


2. M3 Understand the similarities and differences between academic and commercial research


3.  M4 Interpret and understand business-related information including visual and media analysis

This module will be delivered via:

• 10 x 1 hour lectures and weekly classes

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 9 x 1 hour classes. These classes will take place either on campus or virtually. The classes are an essential part of the module.

Classes will be interactive sessions 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 the research findings.

The classes will provide guidance in preparation for your written assignment, through discussing a range of examples and case studies related to your topic of interest. 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).