Durham University
Programme and Module Handbook

Postgraduate Programme and Module Handbook 2014-2015 (archived)

Module BUSS40915: Research Methods in Marketing

Department: Business School (Business) [Queen's Campus, Stockton]

BUSS40915: Research Methods in Marketing

Type Tied Level 4 Credits 15 Availability Not available in 2014/15 Module Cap
Tied to N5K209


  • None.


  • None.

Excluded Combination of Modules

  • None.


  • To equip students with an in-depth understanding of key principles of research design and methodology in marketing, and to develop their skills in conducting and disseminating research at an advanced level.


  • Introduction: approach to social research.
  • Formulating a research questionappropriate to the marketing problem.
  • Developing a research design that fits your question.
  • The nature of qualitative research.
  • The nature of quantitative research.
  • An overview of data gathering methods, including interviews; questionnaires; experiments.
  • The analysis of quantitative and qualitative datawith data analysis tools such as SPSS, and Nvivo.
  • Ethics of research.

Learning Outcomes

Subject-specific Knowledge:
  • By the end of the module, students should have developed:
  • A critical appreciation of the range of philosophical approaches to research from across the social sciences;
  • An advanced knowledge of the nature, scope and relationships between quantitative and qualitative research methods in marketing; their appropriate use and rationale for selection;
  • An advanced understanding of the possible relations between data collection, sampling and theory-generation;
  • A critical understanding of a range of data-gathering methods for conducting qualitative and quantitative research including, for example, questionnaires, interviews, and focus groups;
  • A critical understanding of a range of methods of data analysis including the use of qualitative and quantitative data sets, methods of qualitative analysis along with descriptive statistics and the use and interpretation of multivariate statistics.
Subject-specific Skills:
  • By the end of the module, students should have developed:
  • The ability to formulate meaningful marketing research questions; to develop theory deductively, or where appropriate, devise and test hypotheses and identify and correct for bias and error; as well as interpret and evaluate research results;
  • High-level skills in devising, structuring and managing a research project and presenting research findings to professionals.
Key Skills:
  • Effective written communication;
  • planning, organising and time management;
  • problem solving and analysis;
  • the ability to use initiative;
  • advanced computer literacy.
  • Groupworking skills

Modes of Teaching, Learning and Assessment and how these contribute to the learning outcomes of the module

  • The module will be taught in 3-hour blocks to allow a greater level of engagement with students and to enable a flexibility of approach as appropriate. The teaching blocks will comprise a balanced mix of lecture-type teaching, group work, case studies, discussion and seminar style working such as will enable the learning outcomes to be met.
  • The module is summatively assessed by a combination of individual written assignment and group poster presentation to maintain a balance of assessment methods and to promote, and test, the development of groupworking and other key skills. The assignments will also test students’ knowledge and critical understanding of different research methodologies, the process of designing a research project at an advanced level and the formulation of appropriate research questions.

Teaching Methods and Learning Hours

Activity Number Frequency Duration Total/Hours
Teaching Blocks 9 1 per week 3 hours 27
Preparation & Reading 123
Total 150

Summative Assessment

Component: Written Assignment Component Weighting: 60%
Element Length / duration Element Weighting Resit Opportunity
Individual written assignment based on a research proposal 2500 words (maximum) 100% Same
Component: Group project/presentation Component Weighting: 40%
Element Length / duration Element Weighting Resit Opportunity
Group poster presentation based on a research project that entails both quantitative and qualitative primary data collection and analysis A0 poster 100% 1000 word individual report assessing the same learning outcomes

Formative Assessment:

In-class research question formulation exercise. In-class qualitative and quantitative data analysis exercise

Attendance at all activities marked with this symbol will be monitored. Students who fail to attend these activities, or to complete the summative or formative assessment specified above, will be subject to the procedures defined in the University's General Regulation V, and may be required to leave the University