Module BUSI3322: Behavioural Science Project

Department: Management and Marketing

BUSI3322: Behavioural Science Project

Prerequisites

• BUSI1191: Introduction to Business Research AND BUSI2211: Consumer Psychology & Behavioural Science AND BUSI2231: Research Methods and Statistics

Corequisites

• None.

Excluded Combination of Modules

• BUSI3232: Dissertation

Aims

• To expose students to the growing range of experimental behavioural science methods being used in academic and commercial consumer research.
• To equip students with the skills needed to design, conduct, critically evaluate and disseminate the results from laboratory and field experiments in consumer psychology.
• To provide an opportunity for students to undertake extended blocks of supervised practical work, carrying out independent behavioural science research on a substantive marketing topic.

Content

• Experimental approaches to consumer research.
• Areas of application – academic, commercial.
• Approaches to experimental design – laboratory-based, fieldwork, quasi-experimentation.
• Traditional experimental methods – verbal reporting, priming effects, reaction time studies, learning experiments, conditioning, taste tests, problem-solving tasks, ‘nudging’, etc.
• Behavioural science methods – biofeedback, GSR measurement, EEG studies, fMRI scans, eye/mouse-tracking, etc.
• Analysing, interpreting and reporting experimental data.
• Ethical issues in experimental consumer psychology and neuromarketing practice.

Learning Outcomes

• A comprehensive understanding of a broad range of experimental methods employed in academic and commercial behavioural science research.
• Extended knowledge of a relevant topic of interest in the field of consumer psychology.

• To have acquired skills of independent research and project management.
• To be able to demonstrate an ability to present and analyse data in a clear and appropriate manner.
• To be able to demonstrate an ability to present arguments and conclusions in an extended and coherent for.

• Written communication - through summative assessment. Planning, Organisation and Working to deadlines.
• Problem Solving and Analysis - e.g. by designing research, manipulating concepts and applying analytical skills.
• Initiative by gaining access to relevant sources.
• Computer literacy - by production of the dissertation in word processed form, accessing literature and other sources via electronic means, relevant use of computer based experimentation and data analysis methods.

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

• Learning is facilitated via a combination of compulsory practical classes, small-group tutorials, consultation meetings and participation in a mini-conference. Practical classes during Term One provide exposure to academic and commercial consumer research, and supervised instruction in designing and conducting consumer psychology experiments. Tutorials during Term Two provide ongoing supervision during the design and execution of a substantive independent research project. The module culminates in presentation of the research project during a mini-conference held at the end of Term Two.
• Formative assessment is in two forms: evaluation of, and feedback on, work undertaken during the practical classes; and through feedback on the preparation of the project outline, draft chapter, tutorial discussions, and the maintenance of an individual project diary.
• Summative assessment is in three parts. The first component is a research proposal submitted at the end of the block of practical classes, outlining the intended project to be undertaken during Term Two. Students present their findings at a summatively-assessed mini-conference held at the end of Term Two which evaluates skills in the dissemination and communication of key research findings to a diverse audience. The main element of the summative assessment is the Practical Project Report, assessed as a scientific report conforming to a journal style and requiring students to demonstrate their evaluative, analytical and research skills in a single comprehensive piece of work.

Teaching Methods and Learning Hours

Summative Assessment

Formative Assessment:

None.

■ 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