Module Directory

This module introduces students to the process and methodology of research in the field of Marketing.

It enables students to understand the marketing decision-making process undertaken by managers, policymakers and consumers, formulate research questions and hypotheses, evaluate research designs, data collection and analysis to make informed marketing decisions. It provides knowledge on the qualitative and quantitative methodologies used in marketing research to understand markets, consumers and examines ways in which the information used to make marketing decisions is gathered, analyzed and presented. This is a key module that offers the necessary input for students to do a high-quality Masters dissertation.

The aims of this module are:

• To provide students with the necessary guidance to undertake advanced level independent research in Marketing.


• To focus on the nature of research in the discipline, and the social sciences in general.


• To examine the knowledge and skills necessary to plan and undertake an independent research project.


• To provide students with opportunities to familiarize themselves with important theoretical and empirical concepts related to the research process.


• To combine a critical understanding of the theoretical literature with the practical application of how to conduct a complex investigation of a real-world organizational or business issue within a specific context of Marketing.


• To contribute to existing knowledge in the discipline and making practical proposals for change.


• To provide a good foundation to students to successfully plan and undertake a Masters Level research project.

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

1. Understand the key concepts of research methods in marketing,


2. Translate a marketing problem into research questions and hypotheses,


3. Appreciate strengths and weaknesses of alternative research designs,


4. Evaluate academic and commercial research findings,


5. Develop strong data analysis and relevant software skills,


6. Develop cognitive skills of critical thinking, analysis and synthesis,


7. Develop a creative approach to solving problems and taking decisions,


8. Develop the necessary skillsets to complete a Masters dissertation,


9. Develop abilities to conduct research into business and management.

Skills for Your Professional Life (Transferable Skills)

This module will also enable students to develop a range of transferable skills:

1. Develop written communication skills through writing and receiving feedback on module assignments.


2. Enhance communication skills through interactive discussions on relevant topics related to the assessments.


3. Practice analytical skills through the application of proposed data analysis techniques for a specific research context.


4. Hone critical and analytical thinking by reviewing the relevant literature and evaluating different approaches and strategies for management and marketing research specific to your research proposal.


5. Develop IT literacy through electronically accessing module materials, completing and submitting assignments and learning to use certain specialist software.

This module explores applying a variety of quantitative and qualitative methods, including proposed data collection and analysis techniques and illustrates the suitability of these methods for designing potential research projects. The ethical, practical and legal questions raised by research are explored.

Some practical aspects of the research process include the skills required to search and evaluate published research, critical writing skills, planning and organizing a research project within the body of relevant knowledge in order to make theoretical and practical recommendations.

This module will be delivered via:

• One 2-hour lecture per week.
• One 2-hour seminar per fortnight.

Lectures will give an overview of key themes and are designed to facilitate your own independent thinking.

Seminars will 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 Essex Business School 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.