RESEARCH SKILLS FOR BUSINESS AND MARKETING PROFESSIONALS

Description

Working in business and marketing related professions will often entail research, for example on customers' needs, employee satisfaction, etc. This module develops students' understanding of the principal qualitative and quantitative research methods and will provide them with opportunities to practice and apply these methods. Indicative content includes Research design Research questions and hypotheses Generating quantitative data Quantitative analysis of categorical and continuous variables Generating qualitative data: interviews, focus groups User experience Research Thematic analysis The module aims to: develop students' understanding of the nature and methods of quantitative research develop students' understanding of the nature and methods of qualitative research enable students to develop questions and procedures (data collection, and analysis) which allow them to address problems in professional practice in business and marketing Attributes Developed 001 The programme provides opportunities for students to develop and demonstrate knowledge and understanding, skills, qualities and other attributes in the following areas: describe the main characteristics of quantitative and qualitative research and the main data collection methods associated with them K 002 Develop research questions in an informed way, drawing on an understanding of the principles and practicalities of social research in a business and marketing context KCT 003 Identify appropriate methods of data generation and data analysis KC 004 Design data collection instruments KC 005 Analyse data to answer research questions and make recommendations for business and marketing processes CPT