Module Information

Module Identifier
MMM4520
Module Title
Research Methods
Academic Year
2014/2015
Co-ordinator
Dr David John Dowell
Semester
Semester 1
Co-Requisite
MMM4320
Other Staff
 

Course Delivery

Delivery Type Delivery length / details
Seminars / Tutorials 10 x 4 hour sessions
Practical 10 hours
 

Assessment

Assessment Type Assessment length / details Proportion
Semester Assessment Individual Assessment Report  35%
Semester Assessment Individual Research Proposal  65%
Supplementary Assessment Resubmit Failed Component  35%
Supplementary Assessment Resubmit Failed Component  65%

Learning Outcomes

On completion of this module, students should be able to:

Demonstrate an understanding of research design;

Describe and discuss a range of qualitative research methods;

Critically evaluate the usefulness of a range of qualitative research methods;

Describe and discuss a range of quantitative research methods;

Critically evaluate the usefulness of a range of quantitative research methods;

Use SPSS to manage and analyze research data;

Write and present a research proposal;

Be able to inform business decision making.

Aims

Research Methods provides students with the methodological and analytical skills used in the academic study of Marketing. It provides an understanding of the importance of a rigorous approach to research design and the importance of self-reflective learning. The module reflects the multi-disciplinary nature of Business, and so aims to give students a broad introduction to the diversity of research design and methods in the social sciences. The skills provided include the use of SPSS for data management and analysis.

Content

Part 1: The Research Process
The Nature of Research
Formulating and Clarifying the Research Topic
Deciding on the Research Approach
Critically Reviewing the Literature
Writing and Presenting Research
Research Ethics
Research Management Tools

Part 2: Qualitative Research Methods
Observations
Interviews and Focus Groups
Ethnography
Qualitative Analysis
Case Studies

Part 3: Quantitative Research Methods
Analysis of Variance and Covariance
Factor Analysis
Cluster Analysis
Regression Analysis
Multidimensional Scaling
Discriminant Analysis
Conjoint Analysis

Brief description

The purpose of this module is to provide students with the knowledge, understanding and necessary skills to undertake a Master's dissertation and complete standard business research. Students should be able to demonstrate an understanding of how to identify a research problem and develop a research question; to choose an appropriate research method and reflect on their own positioning in relation to the research; be able to construct a critical argument; perform data collection and analysis and present their findings in an appropriate way.

Module Skills

Skills Type Skills details
Application of Number 1. Quantitative methods through data input analysis and decision making.
Communication 1. Read in different contexts and for different purposes; 2. Write for different purposes and audiences; 3. Speak in different contexts and for different purposes; 4. Listen effectively
Improving own Learning and Performance 1. Show awareness of own learning styles, personal preferences and needs, and barriers to learning
Information Technology 1. Use a range of commonly used software packages; 2. Prepare and input data; 3. Manage storage systems; 4. Present information and data; 5. Use internet appropriately and effectively
Personal Development and Career planning Students will develop an understanding of the research process, be able to critically evaluate a range of research methods, and put into practices the theories discussed through the preparation and presentation of a academic research proposal.
Problem solving 1. Identify Problems; 2. Identify factors which might influence potential solutions; 3. Develop creative thinking approaches to problem solving; 4. Evaluate advantages and disadvantages of potential solutions; 5. Construct a rational proposal in response to a problem
Research skills 1. Understand a range of research methods; 2. Plan and carry out research; 3. Product academically appropriate reports; 4. Evaluate research methods, design and procedures
Subject Specific Skills Students will develop an understanding of the research process, be able to critically evaluate a range of research methods, and put into practices the theories discussed through the preparation and presentation of a academic research proposal
Team work 1. Play an active part in group activities

Reading List

Essential Reading
Denzin, Norman K; Lincoln, Yvonna. S. The SAGE hanbook of qualitataive research Primo search Hair, Multivariate Data Analysis Primo search Malhotra, Naresh. K; Birks, David. F. Marketing Research: An Applied Approach Primo search Pallant SPSS Survival Manual Primo search Patton, Michael Quinn Qualitative Research and Evaluation Methods Primo search Tabachnick. Barbara; Fidell, Linda Using Multivariate Statistics Primo search

Notes

This module is at CQFW Level 7