| CODE | MCS5430 | ||||||||
| TITLE | Research Methods | ||||||||
| UM LEVEL | 05 - Postgraduate Modular Diploma or Degree Course | ||||||||
| MQF LEVEL | 7 | ||||||||
| ECTS CREDITS | 5 | ||||||||
| DEPARTMENT | Media and Communications | ||||||||
| DESCRIPTION | The study-unit is intended to teach advanced research methodology for students who intend to carry out empirical research. Students enrolled in the Master of Arts in Media and Communications will need to have an honours degree in communications (or equivalent), meaning they will already have been aquainted with basic methods of enquiry. This unit builds on the base of what is normally taught at undergraduate level, taking students through the different methodologies and instruments they need to carry out their own research. Apart from that, the need to understand markets, audiences and consumers as one of the pillars of effective decision-making, is explored. Market research is emphasised, since it plays a vital role in helping the organisation understand the consumer and markets thereby ensuring meaningful responses by management. The role of market research is not simply to point out product-related problems, but rather to provide a unified framework for ensuring that the voice of the customer is heeded during the development of strategies and programs. This context is used as a springboard for the application of research methodologies to different areas within Media and Communications studies. Explanations of the different research methodologies will be given, and students will carry out hands-on practice in the use of software such as SPSS. Study-Unit Aims: The study-unit develops proficiency in identifying, formulating and implementing research programs. Participants will become aware of the research process and will learn how to apply this according to the particular circumstances faced by their organisation. The course also seeks to provide understanding of the steps required in formulating and implementing quantitative research programs. In particular this unit seeks to provide a user-friendly approach to understanding the type of multivariate analysis technique/s that best lend themselves to providing answers to the research question(s) being investigated. Learning Outcomes: 1. Knowledge & Understanding: By the end of the study-unit the student will be able to: • recognize the role of the market research process and its role in strategic decision making; • identify the interlinking between research focus, research design and the statistical technique/s that needs to be employed; • demonstrate an ability to design and implement an empirical research project; • demonstrate an ability to consider, interpret and assess the psychometric properties of measures employed; • assemble a structured overview of each of the selected multivariate tools. 2. Skills: By the end of the study-unit the student will be able to: • analyze and interpret data using a range of univariate and multivariate techniques; • develop confidence in undertaking numerical analysis; • report research findings in a meaningful way; • critically evaluate research done by others. Main Text/s and any supplementary readings: Main Texts: • Iacobucci, Dawn and Gilbert A. Churchill, Jr., Marketing Research: Methodological. Foundations, Cengage (Latest edition). • Parasuraman A., Dhruv G., & Krishnan R. (2006). Market Research, New York: Cencage Learning, 2nd edition. • Kerr A. W., Hall H. K., & Kozub S. A. (2002). Doing Statistics with SPSS, London: Sage Publications. |
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| STUDY-UNIT TYPE | Lecture | ||||||||
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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 2023/4. It may be subject to change in subsequent years. |
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