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MN50358: Research methods for marketing

[Page last updated: 05 August 2021]

Academic Year: 2021/2
Owning Department/School: School of Management
Credits: 6 [equivalent to 12 CATS credits]
Notional Study Hours: 120
Level: Masters UG & PG (FHEQ level 7)
Semester 2
Assessment Summary: CW 100%
Assessment Detail:
  • Individual Research Proposal (CW 80%)
  • Presentation (CW 20%)
Supplementary Assessment:
Like-for-like reassessment (where allowed by programme regulations)
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 based project.

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.

* Researching skills (T/F/A)
* Written communications skills (A)
* Independent study skills (F/A).

Content: The course will contain a range of lectures, in-class assignments and case-studies and exercises for the following topics:
* 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.

Programme availability:

MN50358 is a Designated Essential Unit on the following programmes:

School of Management


  • This unit catalogue is applicable for the 2021/22 academic year only. Students continuing their studies into 2022/23 and beyond should not assume that this unit will be available in future years in the format displayed here for 2021/22.
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