BUSM098
Research Methods for Marketing
2024/2025
Module Level Learning Outcomes to be assessed (Reference to Module Proposal Form)
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No
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Module Learning Outcome
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Description
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1
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A1
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Apply knowledge of the range of both qualitative and quantitative research
techniques and a capacity for independently evaluating their respective strengths and weaknesses in addressing particular kinds of research question.
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2
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A2
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Acquire the learning of necessary skills to interpret and analyse scientific data
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3
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B1
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Analyze research-based concepts drawn from marketing and related disciplines and the contribution of these concepts to the knowledge base of marketing
practice
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4
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B2
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Conduct projects using cross-disciplinary theories
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5
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B3
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Develop new creative ways of thinking about marketing through research
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6
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C1
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Develop effective academic writing skills
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7
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C2
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Perform. analyses using appropriate software programs and evaluate and report the results
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Assessment instructions for students (as per QMplus ‘Assessment Information’ tab)
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Performance in the summative assessment for this module is judged against the following criteria:
• Relevance to question(s)
• Organisation, structure and presentation
• Depth of understanding
• Review of literature
• Proposed appropriate research method(s) with clear justification
• Use of sources and referencing
Assessment
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Type
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Weighting
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Details
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Submission date
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Research Proposal
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100%
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3,000 words
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/04/2025, 3pm
(via QMplus module page)
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Students should submit the research proposal as a Microsoft Word document online via QMplus. Research proposal submissions received after the deadline will be subject to a late penalty. Please refer to the PG Student Handbook for further details.
Additional information/breakdown regarding assessment details:
The assessment for this module is a written research proposal. The research proposal counts for 100% of your mark on this module. You may use the topic of your research proposal also for your dissertation. However, you would need to ensure that you are not ‘self-plagiarising’, i.e., you would need to paraphrase, develop and expand all sections of your research proposal that you also use in your dissertation.
The word count for this assessment is 3,000 words. This does not include reference lists/bibliographies, nor appendices. Marks may be deducted if you overshoot the word limit. The stated word count may be exceeded by a maximum of 10% (300 words).
Research proposal topic:
Choose a topic of your own choice that relates to the MARKETING discipline.
Your proposal should contain: a) an introduction discussing the relevant background, problem definition and research question(s); b) a literature review identifying critical theories and existing knowledge and how your proposal relates to existing research; c) a methodology section proposing a research design and specific analysis methods to answer the question(s) identified.
The choice of the topic should be driven primarily by your interest, and it does not affect the marking of the assessment. The specific steps you should consider in your proposal are as follows:
• Introduction:
o Identify relevant and important research question(s) that contribute / innovate / critically reflect on the specific topic chosen.
o Critically discuss the research problem and research question(s) in the context of existing research demonstrating the importance of the proposed study.
• Literature review:
o Thoroughly review key existing texts in the specific field of research.
o Critically discuss and examine the literature presented.
o Examine how the proposal relates to existing research.
o Discuss grounding/foundational theories relating to your topic/underpinning your proposal.
• Methodology:
o Propose a research design, a data collection design and an analysis design able to tackle the research question(s) identified.
o Describe thoroughly the method(s) proposed and how it / they will be able to yield the expected results and answer the research question(s).
o Propose a reasonable timetable for the execution of the study.
The components identified above will be assessed when marking the research proposals and therefore constitute the key marking criteria for the assessment.