Research Methods in Management and Marketing

The details
Essex Business School
Colchester Campus
Postgraduate: Level 7
Thursday 04 October 2018
Friday 14 December 2018
24 September 2019


Requisites for this module



Key module for

MRESN21012 Management and Organisation,
MRESN21024 Management and Organisation,
MSC N51012 Marketing and Brand Management,
MSC N51024 Marketing and Brand Management,
MPHDN20048 Management,
PHD N20048 Management

Module description

This module introduces students to the methodology and methods of research in the fields of Management and Marketing. On the module, students will learn about modes of data gathering, analysis and generalizability and the philosophical assumptions that underpin the choice of research design. The module explores a variety of quantitative and qualitative methods, utilizing case studies to illustrate the suitability of these methods and explore their epistemological and ontological underpinnings. The ethical questions raised by research are explored. Practical aspects of the research process are examined including the skills required to organise and undertake a research project.

Module aims

This module is designed to provide students with the necessary training to undertake masters level research in Management and Marketing. The module has two aspects. First, it focuses on the nature of research in the area, and the social sciences in general, examining the study skills necessary to manage and undertake a research project; and secondly, it provides students with opportunities to familiarise themselves with important empirical and theoretical research in Management and Marketing. These skills are intended to provide a good foundation to successfully undertake a dissertation project.

Module learning outcomes

On successful completion of the module, students will be able to:
1. Appreciate the ways in which business research is located in the broader corpus of the social sciences;
2. Understand the significance of and the relationship between epistemological positions and related theory construction;
3. Demonstrate a critical understanding of the principles and techniques of research method and design;
4. Identify, evaluate, and apply a range of research methods;
5. Undertake a systematic analysis of quantitative and/or qualitative information and present the results in a clear and consistent format.

Module information

Skills for Your Professional Life (Transferable Skills)

The module will also enable you to develop a range of transferable skills:

1. Develop written communication skills through writing and receiving feedback on module assignments.
2. Develop oral communication skills through discussions on your proposed research project.
3. Practice research skills through collecting and analysing organisation-specific information.
4. Hone critical analytical thinking by evaluating different approaches to doing business and management research in your research proposal.
5. Develop IT literacy through electronically accessing module materials and completing and submitting assignments.

Learning and teaching methods

This module will be delivered over ten weeks in the Autumn term in ten 2-hour lectures that will give an overview of key themes and are designed to facilitate your own independent thinking. There will also be five 2-hour seminars to provide additional guidance on the development of the research proposal, during which you will receive feedback on your ideas. Information on each seminar will be posted online on Moodle before the scheduled seminar and will include details on what you should prepare. Each of the lecturers has academic support hours every week, which you can find on the EBS PGT Moodle page. During these academic support hours, you will be welcome to come and discuss various aspects of the module or your assessment. Whilst we endeavour to provide you with any advice we can, it should be clear that we are not there to tell you what the 'answers' are regarding the assessments. For this reason, it is extremely important that you start thinking about your assignments in good time. The more work you have done before you come and see us, the more fruitful the discussion will be.


  • Robert K. Yin. (2018) Case study research and applications: design and methods, Thousand Oaks, CA: Sage.
  • Alan Bryman; Emma Bell; Bill Harley. (2019) Business research methods, Oxford: Oxford University Press.
  • Bell, Emma; Thorpe, Richard. (2013) A very short, fairly interesting and reasonably cheap book about management research, London: SAGE.
  • Yin, Robert K.; Campbell, Donald T. (2018) Case study research and applications: design and methods, Thousand Oaks, California: SAGE Publications, Inc.

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   700 word mini proposal    20% 
Coursework   Dissertation Choice Submission Form     
Coursework   2,300 word research proposal    80% 

Overall assessment

Coursework Exam
100% 0%


Coursework Exam
100% 0%
Module supervisor and teaching staff
Dr Atika Kemal, email:
Dr Atika Kemal & Dr Simon Carmel Email:



External examiner

Dr Rita Kottasz
Kingston University
Senior Lecturer in International Business
Dr Katarzyna Zdunczyk
University of Surrey
Senior Teaching Fellow, Deputy Head of Postgraduate Programmes
Available via Moodle
Of 34 hours, 33 (97.1%) hours available to students:
1 hours not recorded due to service coverage or fault;
0 hours not recorded due to opt-out by lecturer(s).


Further information
Essex Business School

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