| CODE | CRC2020 | ||||||
| TITLE | Quantitative Research Methods in Marketing Communication | ||||||
| UM LEVEL | 02 - Years 2, 3 in Modular Undergraduate Course | ||||||
| MQF LEVEL | 5 | ||||||
| ECTS CREDITS | 4 | ||||||
| DEPARTMENT | Corporate Communication | ||||||
| DESCRIPTION | This study-unit seeks to provide understanding of the three major set of activities in empirical research, namely design, measurement, and analyses. It provides a basis to support students in the process of writing a dissertation by offering structure and understanding of the process that needs to be pursued. The focus is to help students acquire conceptual, technical, and analytical foundations especially on how to conduct sound quantitative empirical research. The study-unit seeks to provide a user-friendly approach to understanding the type of multivariate analyses technique(s) that best lend themselves to providing answers to the research question(s) being investigated. In understanding analyses considerable emphasis will be placed on ‘learning by doing’ through hands on applications using SPSS software. Study-Unit Aims: - Help student to understand the research process; - Describe the methods and procedures used to carry out and evaluate market research; - Provide a structured overview of a selected range of univariate and multivariate analysis tools. Learning Outcomes: 1. Knowledge & Understanding: By the end of the study-unit the student will be able to: - Define research terminology; - Design and implement an empirical research project; - Develop and use SPSS to assess psychometric properties of measures employed; - Utilise SPSS to perform a range of univariate and multivariate techniques; - Report research findings in a structured and meaningful way. 2. Skills: By the end of the study-unit the student will be able to: - Use SPSS to clean, analyse and interpret data; - Critically evaluate research done by others. Main Text/s and any supplementary readings: Main Texts: - Churchill G. A. & Iacobucci D., (2009), Marketing Research: Methodological Foundations, South-Western College Pub. Supplementary Readings: - Patten M. L. & Newhart M. (2023), Understanding research methods: An overview of the essentials, ISBN: 9781315213033. - Esteban-Bravo M., &Vidal-Sanz J. M., (2021), Marketing Research Methods: Quantitative and Qualitative Approaches Cambridge University Press. |
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| STUDY-UNIT TYPE | Lectures, Practical and Tutorials | ||||||
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The University makes every effort to ensure that the published Courses Plans, Programmes of Study and Study-Unit information are complete and up-to-date at the time of publication. The University reserves the right to make changes in case errors are detected after publication.
The availability of optional units may be subject to timetabling constraints. Units not attracting a sufficient number of registrations may be withdrawn without notice. It should be noted that all the information in the description above applies to study-units available during the academic year 2025/6. It may be subject to change in subsequent years. |
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