Introductory description

Over the course of this module we will explore the role of research within the context of management and marketing. We will reflect upon range of approaches to research and the relative value of each and consider what constitutes 'good research'.

Module web page

Module aims

Outline syllabus

This is an indicative module outline only to give an indication of the sort of topics that may be covered. Actual sessions held may differ.

Indicative syllabus:

• Moving toward evidence-based marketing management
• Defining the problem and choosing research objectives
• Developing a research plan (hypotheses, analyses, data)
• Reporting results and taking actions
• Key market research approaches to take decisions across the marketing mix
• Fields, approaches, and current discussions in academic marketing research

Learning outcomes

By the end of the module, students should be able to:

• Demonstrate a comprehensive understanding of the importance of market research in making evidence-based decisions
• Demonstrate a comprehensive understanding of the process steps and decision areas of market research and understand trade-offs involved
• Demonstrate a comprehensive understanding of current questions and trends in market research practice
• Evaluate the strengths and limitations of alternative market research approaches
• Critically evaluate quantitative and qualitative approaches to data analysis
• Critically evaluate a research question and design a research project to respond to it; including the formulation of research objectives, the selection of an appropriate methodology and method, sampling strategy and method of analysis

Indicative reading list

The course will not follow one specific textbook. However, individual readings may be selected from the following texts:
Lee, N., & Lings, I., 2008, Doing Business Research: A Guide to Theory and Practice, Sage Publications.
Feinberg, F., Taylor, J., & Kinnear, T., 2012, Modern Marketing Research: Concepts, Methods, and Cases, South-Western College Pub.
Alvesson, M., & Willmott, H., 2003, Studying Management Critically, Sage Publications.
Bryman, A., & Bell, E., 2015, Business Research Methods, Oxford University Press.
Creswell, J.W., 2018, Research Design, Sage Publications.
Johnson, P., & Durberley, J., 2000, Understanding Management Research, Sage Publications.
Robson, C., 2011, Real World Research, Blackwell.
Theitart, R-A et al., 2001, Doing Management Research, Sage Publications.
Thomas, A.B., 2004, Research Skills For Management Studies, Routledge.
Yin, R.K., 2003, Case Study Research: Design And Methods, Sage Publications.
In addition, selected articles from leading marketing journals such as Journal of Marketing, Journal of Marketing Research, Journal of Consumer Research, Marketing Science, and Journal of the Academy of Marketing Science may be used to illustrate state of the art academic research.

Research element

This module is focused around undertaking and understanding market research, as demonstrated in the learning outcomes and subject specific skills

Subject specific skills

Define and critically evaluate the relative value of secondary and primary sources as evidence upon which to take marketing decisions
Reflect critically upon the range of alternative market research approaches that might be used to answer a research question.
Critically evaluate a research question and design a research project to respond to it; including the formulation of research objectives, the selection of an appropriate methodology and method, sampling strategy and method of analysis

Transferable skills

Demonstrate oral communication skills.
Demonstrate written communication skills.
Demonstrate effective problem solving skills.