School of Management, Unit Catalogue 2007/08 |
MN50358 Research methods for marketing |
| Credits: 6 |
| Level: Masters |
| Semester: 2 |
| Assessment: CW 100% |
| Requisites: |
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Aims: The aims of this module are to help students to understand the importance of research as an aid to management decision making and to evaluate the relative merits of different types of research. More specifically this module underpins and prepares students to plan, design and conduct their own independent research project the dissertation.
Learning Outcomes: At the end of this module students will be able to: * Conduct a literature review * Write actionable research questions * Design a research programme * Understand the strengths and weaknesses of different methods of data collection. Skills: * Researching skills (T/F/A) * Written communications skills (A) * Independent study skills (F/A). Content: * Conceptual issues in research * Conducting a literature review * Identifying a research question * Research Design (e.g. experimental/ Case study) * Secondary Data Sources * Primary data sources (Quant) * Primary data sources (Qual) * Data Analysis and Interpretation * Presenting research findings * Workshops. |