Skip to main content

Module

MKT2004 : Research Methods for Business and Marketing

  • Offered for Year: 2020/21
  • Module Leader(s): Dr Eftychia Palamida
  • Owning School: Newcastle University Business School
  • Teaching Location: Newcastle City Campus
Semesters
Semester 1 Credit Value: 10
Semester 2 Credit Value: 10
ECTS Credits: 10.0

Aims

The aim of the module is to provide students with the knowledge, skills and confidence to be able to investigate and report on key “business and marketing” related issues. The research process will be explained in detail by focusing both on a qualitative and quantitative perspective. This is based on the notion that qualitative and quantitative research are mutually important and necessary in order to understand and apply any research method in a given research project.

The module will involve a structured approach to the research/business problem by indicating how the potential theoretical and/or practical research gaps can be identified and reported by selecting the appropriate supporting literature (theory) via the use of online databases and diverse types of journal articles. Students will be re-introduced to the Harvard Newcastle referencing style to effectively reference the required source material. The module will outline the basic steps in the formulation of the research topic, aim, questions and objectives, the way in which these should be used to determine the appropriate research strategy, and how these three interrelate to suggest applicable research techniques. Particularly, students will be introduced to the concept of research by being exposed to the research philosophy (positivist and interpretivist paradigms and more recent developments in pragmatic perspectives), research approach (deductive and inductive) and research methods (quantitative and qualitative). Emphasis will be placed on sampling techniques (including reporting of sample size and characteristics), data collection and data analysis using specific software tools. The module will also emphasise on the creation of the conceptual model for both quantitative and qualitative methods-based studies. It will explain the process in hypotheses formulation and their link to the conceptual model and research questions/objectives for the quantitative methods-based studies. Students will also be made aware of the ethical considerations concerning research. The presentation, interpretation and discussion of the findings in an appropriate and professional manner both for academic and business purposes will be discussed in detail. This will be supported by a holistic perspective of what research limitations stand for and how these are related to future research propositions.

The above will lead to the creation of an effective and efficient Qualitative/Quantitative Research Proposal that will provide the starting point and the theoretical grounding for the Final Year Comprehensive Research Project that students are expected to undertake in a “business and marketing” related topic.

Outline Of Syllabus

The module will focus on the core “Qualitative and Quantitative” research-related aspects and cover the following research topics:

1. Online Databases, Types of Journal Articles and Referencing Style
2. Research Topic, Gap, Aim, Questions and Objectives
3. Literature Review (Critical Analysis), Theory, Conceptual Model and Hypotheses
4. Research Philosophy, Approach, Methods, Strategy/Design
5. Types of Data and Data Collection
6. Sampling Techniques and Sample Characteristics
7. Data Analysis and Software
8. Ethical Considerations
9. Interpretation and Presentation of Findings
10.Discussion of Findings
11.Limitations and Future Research Directions

Teaching Methods

Please note that module leaders are reviewing the module teaching and assessment methods for Semester 2 modules, in light of the Covid-19 restrictions. There may also be a few further changes to Semester 1 modules. Final information will be available by the end of August 2020 in for Semester 1 modules and the end of October 2020 for Semester 2 modules.

Teaching Activities
Category Activity Number Length Student Hours Comment
Structured Guided LearningLecture materials361:0036:00Lecture materials (Non-synchronous)-18 hours of delivery
Guided Independent StudyAssessment preparation and completion148:0048:00N/A
Guided Independent StudyDirected research and reading140:0040:00N/A
Scheduled Learning And Teaching ActivitiesSmall group teaching31:003:003 whole cohort Seminars (Synchronous)
Structured Guided LearningStructured research and reading activities181:0018:00Online Activities (Non-synchronous)-9 hours of delivery
Scheduled Learning And Teaching ActivitiesWorkshops61:006:006 small group Labs (Synchronous)
Guided Independent StudyIndependent study140:0040:00N/A
Scheduled Learning And Teaching ActivitiesScheduled on-line contact time91:009:00Q&A Discussion Board (Synchronous)
Total200:00
Teaching Rationale And Relationship

The teaching methods that are employed in the Module are Lectures, Small Group Teaching and Workshops.

Lectures will introduce students to the concepts of research methods while Small Group Teaching such as Seminars (Research Gap-Aim-RQ/RO-Conceptual Model and Hypotheses) and Workshops such as Labs (Nvivo and SPSS software) will actively involve them in the process of applying theory into practice. Essentially students will learn by experience as a significant proportion of the teaching will be student-centred and involve in-class work. Students will be encouraged to develop their competencies by participating in in-class theoretical/practical activities and case discussions on choosing, justifying and planning for a “business and marketing” related research project.

Directed and Independent learning along with a Research-rich leaning approach is utilised to meet the module Knowledge and skills outcomes.

Directed Learning will engage students in further research to support and enhance learning in the Lectures and Small Group Teaching such as Seminars and Workshops such as Labs by utilising a range of tasks such as including pre-reading, preparation for interactive activities and use of e-learning platforms etc. Students will also be given the opportunity to demonstrate high level knowledge based on directed learning in their assessment.

Independent Learning is central to this module as students will be asked to identify and pursue areas of interest and gain deeper or broader knowledge of the subject area, through a range of learning activities that might include, reading, reflection, research etc. Students will also be encouraged to engage in wider reading beyond the learning materials provided, particularly in relation to the potential “business and marketing” related topics.

A Research-rich Learning approach underpins the learning and teaching philosophy of this module. “Business and Marketing” related research is embedded in lectures as part of directed and independent learning where students actively discuss and engage with research outcomes. Most importantly, students learn about research, learn how to research as the main part of their lectures of this module and are expected to actively plan for and engage in their own proposed research in the form of an individual Research Poster and Proposal.

Assessment Methods

Please note that module leaders are reviewing the module teaching and assessment methods for Semester 2 modules, in light of the Covid-19 restrictions. There may also be a few further changes to Semester 1 modules. Final information will be available by the end of August 2020 in for Semester 1 modules and the end of October 2020 for Semester 2 modules.

The format of resits will be determined by the Board of Examiners

Other Assessment
Description Semester When Set Percentage Comment
Poster1A20Individual based Qualitative or Quantitative Research Poster
Research proposal2A80Individual based Qualitative or Quantitative Research Proposal
Formative Assessments
Description Semester When Set Comment
Poster1MFormative oral feedback from peers and/or tutors within scheduled Small Group Teaching such as Seminars and Workshops such as Labs.
Research proposal2MFormative oral feedback from peers and/or tutors within scheduled Small Group Teaching such as Seminars and Workshops such as Labs.
Assessment Rationale And Relationship

Formative Assessment
Formative Assessment is provided through formative oral feedback from peers and/or tutors within scheduled Small Group Teaching such as Seminars and Workshops such as Labs, addressing the chosen topic and proposed approach. This will be based on diverse practices such as ongoing monitoring of student progress through interaction, overall student performance, discussion and feedback of the coursework in class. The nature of the techniques used will be at the discretion of the module leader in collaboration with the tutors.

Summative Assessment
1. Electronic Version of an Individual-based Qualitative or Quantitative Research Poster (equivalent of 1,000 words excluding title page, table of contents, list of tables/figures/abbreviations, bibliography or reference list, footnotes, appendices) - Weighting 20%

The Research Poster will cover Knowledge Outcome 1 and 5 and will briefly summarise the Proposed Research Topic, Focus, Rational, Aim, Research Questions and Objectives, Literature Review and Theory, Conceptual Model and Hypotheses (if applicable). The Research Poster aims to prepare students gradually for the Research Proposal and provide a basis for constructive feedback and in-depth learning.

2. Electronic Version of an Individual-based Qualitative or Quantitative Research Proposal (3,000 words excluding title page, table of contents, list of tables/figures/abbreviations, bibliography or reference list, footnotes, appendices) - Weighting 80%

The Research Poster will cover Knowledge Outcome 1 to 5 and will extensively present the revised and extended Proposed Research Topic, Focus, Rational, Aim, Research Questions and Objectives, Literature Review and Theory, Conceptual Model and Hypotheses (if applicable). This will be extended by the inclusion of a specific Research Methodology (research philosophy, approach, methods, data collections, sample, data analysis and ethical considerations) and a Research Plan. The Research Poster aims to prepare students gradually for the Final Year Research Project and provide a basis for constructive feedback and in-depth learning.

Reading Lists

Timetable