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Unit information: Research Methods and Marketing Metrics in 2018/19

Please note: you are viewing unit and programme information for a past academic year. Please see the current academic year for up to date information.

Unit name Research Methods and Marketing Metrics
Unit code EFIMM0057
Credit points 20
Level of study M/7
Teaching block(s) Teaching Block 2 (weeks 13 - 24)
Unit director Dr. Rogers
Open unit status Not open




School/department School of Management
Faculty Faculty of Social Sciences and Law


This core unit aims introduce students to the concept of research within both an academic and practitioner setting. Students will be able to discuss the relative positions associated with individual research philosophies and approaches and appraise their applicability within given contexts. They will be able to identify a research question and formulate a set of research objectives in response. They will develop the capacity to appraise the relative role and value of the range of potential research methodologies and methods and select the most appropriate given the task in hand. They will be able to discuss the most appropriate method of analysis of the data derived from research activity. Students will also review the research and tracking practices undertaken within a commercial environment. They will demonstrate the capacity to formulate a coherent briefing document and reflect upon how research findings might be presented most effectively across a range of stakeholders.

Intended learning outcomes

On successful completion of this module students will be able to:

LO 1: Examine a given situation with a view to identifying an appropriate research question and research objectives.

LO 2: Select an appropriate research epistemology and methodology.

LO 3: Appraise the most appropriate method of data collection and choose robust methods of analysis.

LO 4: Draw and report conclusions and make subsequent recommendations.

Teaching details

The flipped learning style adopted by this unit requires students to engage with a range of sources prior to taught sessions. These include, but are not limited to, short videos outlining threshold concepts, contextual video content (Youtube, TED talks), academic papers, case study material, market reports and news reports. These resources will be delivered through Blackboard and will be supported by existing reading list software.

The unit structure normally offers 30 contact hours in total. The remaining 170 learning hours will be spent in independent study and in the preparation of assessment.

Assessment Details

Research Proposal (100%)

Summative assessment on this unit will take the form of a single 4,000 words-long research proposal (100%) to be carried out on an individual basis. Over the course of the unit, students will be encouraged to identify a marketing problem and formulate a research question and set of research objectives (ILO1). Students will then compose a research proposal which contains a brief outline of the background the issue, a short literature review, a statement of the research question, research objectives and proposed methodology/methods (ILO1, 2,3, 4). Students will also be asked to reflect upon their research problem and consider whether it is more suitable for a dissertation or an applied project.

Reading and References


Bradley, N. (2013). Marketing research: tools & techniques. Oxford University Press.

Hague, P. N., Hague, N., & Morgan, C. A. (2013). Market Research in Practice: How to get greater insight from your market. Kogan Page Publishers.

McGivern, Y. (2013). The Practice of Market Research: An Introduction. Pearson Higher Ed.

Poynter, R. (2010). The Handbook of Online and Social Media Research: Tools and techniques for market researchers. John Wiley & Sons.

Academic and Practitioner Journals

Academy of Marketing

European Journal of Advertising

European Journal of Marketing

International Journal of Advertising

Journal of Marketing Communications

Journal of Advertising Research

Journal of Interactive Advertising

Journal of Communications Management

Journal of Marketing

Journal of Consumer Behaviour


Marketing and Management

Marketing Management

Science Review

Harvard Business Review

The Economist




Any/all broadsheet newspapers