module specification

MC5158 - Research Methods for Marketing and Creative Industries (2026/27)

Module specification Module approved to run in 2026/27, but may be subject to modification
Module title Research Methods for Marketing and Creative Industries
Module level Intermediate (05)
Credit rating for module 15
School Guildhall School of Business and Law
Total study hours 150
 
78 hours Assessment Preparation / Delivery
36 hours Guided independent study
36 hours Scheduled learning & teaching activities
Assessment components
Type Weighting Qualifying mark Description
Coursework 50%   Micro Literature Review (1,000 words)
Coursework 50%   Micro Method (1,000 words)
Running in 2026/27

(Please note that module timeslots are subject to change)
Period Campus Day Time Module Leader
Autumn semester North - -

Module summary

In this module, you will be introduced to the theoretical and practical foundations of empirical social science research design for marketing and creative enterprises. How we undertake research ultimately depends on the nature of your research question and the type and kinds of evidence that are available. There are strengths, weaknesses, and trade-offs to most of the research design decisions we make. The overall aim of this module is to understand the consequences of the design decisions you make. Specifically, the module aims:

1. To teach you how to critically review empirical research.
2. To teach you how to sample and collect data.
3. To teach you how to analyse the data you collect.
4. To prepare you to undertake your final year dissertation.

 

Prior learning requirements

No pre- or co- requisites
Available for Study Abroad? YES.

Syllabus

1. Introduction to Research for Marketing and Creative Enterprises [LO1, LO2, LO3, LO4]
2. Quantitative & Qualitative Methods [LO1, LO2, LO3, LO4]
3. Research Paradigms & Mixed Methods [LO1, LO2, LO3, LO4]
4. Critical Review of Literature & Theory [LO1, LO2, LO3, LO4]
5. Research Questions [LO1, LO2, LO3, LO4]
6. Observational vs. Experimental Designs [LO1, LO2, LO3, LO4]
7. Case Studies & Ethnography [LO1, LO2, LO3, LO4]
8. Sampling [LO1, LO2, LO3, LO4]
9. Quantitative Data Collection [LO1, LO2, LO3, LO4]
10. Qualitative Data Collection [LO1, LO2, LO3, LO4]
11. Introduction to Statistics [LO1, LO2, LO3, LO4]
12. Qualitative Data Analysis [LO1, LO2, LO3, LO4]

Balance of independent study and scheduled teaching activity

There will be 36 hours of class time (3 hours x 12 weeks), which will be made up of 24 hours of interactive lectures (2 hours x 12 weeks) and 12 hours of seminars based upon course-specific research articles (1 hour x 12 weeks). The remaining 114 hours shall be independent study to undertake readings and coursework.

Learning outcomes

On completion of this module, students will be able to:

1. Critically review subject-specific literature to establish a gap in the literature.
2. Propose a research question to address a gap in the literature and recognise the components of the research question and how they correspond to different research designs.
3. Understand the trade-offs involved in different decisions and approaches to undertaking empirical research about marketing and the creative enterprises.
4. Undertake informed decisions about research design, sampling, data collection and data analysis to most effectively answer their research questions.

 

Bibliography

Library Reading List Link
https://rl.talis.com/3/londonmet/lists/EE651C86-04B5-5758-0BC3-BA72340C3519.html?lang=en-GB&login=1

Core Text: Robson, C., 2024. Real World Research. 5th ed. Hoboken, NJ: Wiley.

Additional Readings: Weekly course-specific research articles