2023/24 Taught Postgraduate Module Catalogue

LUBS5453M Research Methods for Marketing

15 creditsClass Size: 1000

Module manager: Dr Vita Kadile
Email: V.Kadile@leeds.ac.uk

Taught: Semester 2 (Jan to Jun) View Timetable

Year running 2023/24

Module replaces

LUBS5450M - Marketing ResearchLUBS5451M - Marketing ResearchLUBS5452M - Marketing ResearchLUBS5418M - Marketing Research Consultancy Project

This module is not approved as an Elective

Module summary

This module provides students with the research knowledge to conduct the different stages of a marketing academic or practice-based research process including problem definition, research design and methodology, sampling procedure, data collection, and data analysis. A selection of both qualitative and quantitative methods is included to equip our students with a variety of methodological skills.

Objectives

This module aims to provide students with the skills and knowledge to critically explore the need for and importance of research in marketing discipline and to apply different methodological approaches available within academic and practice-based research in marketing.

Learning outcomes
Upon completion of this module students will be able to:
1. Critically assess the importance of research in marketing in the context of understanding and evaluating 7Ps of the marketing mix
2. Systematically appraise the different stages of research in marketing
3. Develop and execute research designs suitable for a variety of research aims
4. Analyse qualitative and quantitative data

Skills outcomes
Qualitative Data Coding
Data Analysis in SPSS software

Syllabus

Indicative content:
Introduction to Research in Marketing
Problem Definition Process
Secondary and Primary Data
Exploratory, Descriptive and Causal Research Design
Qualitative Methods and Data Analysis
Survey Methods and Data Collection
Questionnaire Design and Measurement
Quantitative Data Analysis
Experimental Design and Data Analysis

Teaching methods

Delivery type	Number	Length hours	Student hours
Lecture	10	2.00	20.00
Seminar	10	1.00	10.00
Private study hours			120.00
Total Contact hours			30.00
Total hours (100hr per 10 credits)			150.00

Opportunities for Formative Feedback

Formative feedback is provided in this module in various forms and at multiple timepoints. First of all, it is available during seminars where students practice the application of methodological skills on practical cases and tasks. In-class feedback is provided throughout the module to all students. Additionally, two extra formative feedback points include written comments on previously submitted qualitative data collection instrument (either focus group discussion guide or interview topic guide) and quantitative data collection instrument (questionnaire) via Teams or Minerva. Third, online methodological clinic in week 11 at the end of the module focuses on addressing any remaining questions that students might still have where answers are provided by the module teaching team. Finally, students have office hours on a weekly basis as well as an opportunity to book meetings with the module leader and the teaching team on request.

Methods of assessment

Exams

Exam type	Exam duration	% of formal assessment
Standard exam (closed essays, MCQs etc)	3 hr	100.00
Total percentage (Assessment Exams)		100.00

Normally resits will be assessed by the same methodology as the first attempt, unless otherwise stated

Reading list

The reading list is available from the Library website

Last updated: 27/03/2023

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