Qualitative and quantitative research methods are the key approaches for generating information pertinent to decision-making within the business context. Many of the most useful techniques in research are based on the expertise of the researcher in approaching the topic from a qualitative perspective. This module introduces qualitative research and analysis. Quantitative techniques are based on the harnessing of computer power to handle large volumes of statistical data. This module builds on students’ prior study of Market Research, Statistics or Quantitative Methods by focussing on quantitative analysis. The dissertation to be undertaken by students in the final year of DT341 Degree in Marketing requires a comprehensive understanding of research methodologies. This module introduces the dissertation process and examines the components of the research question: critical review of theory, review of industry/context, primary research.
Module Aim:
The aim of this module is to increase the student’s understanding of research techniques, by focussing on selected qualitative techniques and quantitative analyses; particularly, to help students prepare a proposal for a dissertation in final year of DT341 Degree in Marketing.
Nature and scope of research process.
Problem definition. Research approach. Research design. Exploratory & conclusive, descriptive & causal research. Qualitative & quantitative research.
Overview of qualitative research.
Uses of qualitative research and management decision-making. Philosophy, approach, theory.
Direct & indirect approaches.
Focus groups. In-depth interviews, Projective techniques. Observation. Internet interviewing issues.
Conducting qualitative research.
Focus groups. Generating new creative ideas. Uncovering basic consumer needs & attitudes. New product concepts. Generating new ideas about established markets.
In-depth interviews.
Explanation & insight, Expert knowledge & opinion
Qualitative analysis.
Text/transcript. Content analysis. Coding. Categorisation. Conceptualisation. Illustration. Interpretation. Use & limitations of computer software. Introduction to NUDIST→ software.
Overview of quantitative analysis
Frequency distribution. Summary statistics. Two-way & three-way cross-tabulation. Implications for data collection & measurement scales. Internet data collection issues. Response error. Typical market research applications. Production and interpretation of SPSS→ output.Inferential statistics. Random sampling & the normal distribution. Implications of probability and non-probability sample designs. Internet sampling issues. Non-response error. Univariate and multivariate analysis.
Univariate techniques.
Margin of error. Null hypothesis. Statistical significance. Sample design & size implications. Typical marketing applications. Limitations & restrictions.
Dissertation process.
Topics. Review literature on theory. Secondary research & review of industry/context. Planning primary research. Dissertation proposal.
While much of the theoretical material will be presented using lectures, the essential thrust of this module is applied research. Selected qualitative techniques, quantitative analyses and dissertation processes will be examined through a number of class workshops.
| Module Content & Assessment | |
|---|---|
| Assessment Breakdown | % |
| Formal Examination | 60 |
| Other Assessment(s) | 40 |