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Unit 5, Research Methods and their Application to Marketing

Level 7, Unit 5 - Research Methods and their Application to Marketing (25 credits)

1. Understand the role of research methods, within the context of management, marketing and business.

2. Be able to develop research designs to meet needs.

3. Be able to carry out a practical research project.

4. Understand the theoretical basis under-pinning market research practice.
1.1 Explain the reasons why research is important to marketing. 2.1 Identify a need that has the potential to be satisfied through research. 3.1 Implement a research plan based on a rational design. 4.1 Provide a summary of the main documented findings from previous relevant practical reasearch.
1.2 Identify strengths and weaknesses in the main research philosophies when applied to marketing. 2.2 Select a suitable research method to meet identified needs. 3.2 Collect evidence that is relevant and fit for purpose. 4.2 Relate theories to practice in market research.
1.3 Explain the terms positivism, interpretivism, phenomenology, quantitative research, qualitative research. 2.3 Formulate a market research hypothesis to test using practical research. 3.3 Review and validate evidence. 4.3 Compare and contrast theoretical perspectives on market research.
1.4 Distinguish between qualitative and quantitative research methods. 2.4 Identify potential bias in approaches to gathering evidence. 3.4 Process results using appropriate tools and methods. 4.4 Use personal practical experience to contribute valid and original support for the theoretical base under-pinning market research.
1.5 Describe how to estimate uncertainties in the findings of market research. 2.5 Distinguish between primary and secondary sources of evidence. 3.5 Present findings in an informative and objective style including accuracy and validity of results. 4.5 Describe the main statistical methods for collecting data from large sample groups in quantitative studies.
2.6 Structure a research design with respect to objectives, evidence gathering, information processing, review and reporting. 3.6 Reference sources of information both empirical and theoretical.
2.7 Reference research planning with supporting literature to validate the methods adopted.