module specification

1. Understanding the process of business research by which businesses recognise the needs, wants and aspirations of their customer that is imperative given the fierce competitive arena. Decision-making is increasingly reliant on data analysis and metrics. The initiation of digital technologies has been a game changer for businesses. 

2. Quite simply, companies need to produce value that people and business want to buy. Research is the key instruments in the process.

3. This module aims to:

• Ensure that you appreciate the philosophical challenges when generating context-specific information that can help you conduct business and management research. 

• Use your awareness of real business issues to research available key sources (both academic and practitioner) that will help ensure a thorough understanding of your chosen topic.

• Provide you with the opportunity to work through and plan for the practical challenges of market research, including defending choices on methodology to support answering your research question(s).

• Provide you with access to research skills and vocabulary appropriate for research such that you can plan to analyse your data.

• Help you understand the ethical and access considerations when conducting research with primary or secondary data for publication purposes.

• Enhance your employability by being able to study an area of business and management professionally and in-depth whilst also understanding its limitations.

N/A

• Applying the different research paradigms and employing research aims and objectives. LO1
• Searching, collating references and reviewing the literature LO2
• Designing research methodology LO2, LO3
• Sampling and collecting data and information LO3
• Analysing data and producing business report LO3

The module is designed to encourage independent learning. Learners should spend more time researching ideas, developing research objectives and collecting evidence. Scheduled teaching sessions aim to give general pointers to help learners to develop self in order to cover the learning the learning outcomes.

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

LO1. Apply research aims and objectives in business contexts and demonstrate an appreciation of business theory and their underlying philosophies.
LO2. Sketch a practical plan for market research, process and methods as well as identify the ethical and access considerations when dealing with customer data.      LO3. Employ appropriate techniques for data collection, analysis and interpretation.

The assessment strategy for the module is developed in order to encourage learners to enhance their business knowledge beyond their personal experiences and to seek the views and experiences of other specialists in the topic. The strategy also seeks to develop key skills such as public speaking, confidence and communication. Finally, the assessment strategy challenges learners to the basic research idea that knowledge can only be based on evidence.

A1: A group presentation will be based on the research related to a given topic. The module leader will provide the topic. The research required is to be based on market analysis.

A2: Research based on a given problem or task related to a company. The module leader will provide the task and name of the company. The style of the report will follow business report. 3000 words.

Textbooks:

Core Texts:

Babin, B. J. and Zikmund, W.G. (2019) Exploring Marketing Research. 11th edn. UK: Cengage Learning.

Quinlan et al. (2019) Business Research Methods. 2nd edn. UK: Cengage Learning.

Other Texts:

Gray, D. E. (2017) Doing Research in the Business World. 1st edn. UK: Sage publication.

Mathewson, J. and Moran, M. (2016) Outside-In Marketing: Using Big Data to Guide your Content Marketing. USA: Pearson.

Robson, C. (2011) Real World research. 3rd edn. Chichester: John Wiley & Sons.

Saunders, M., Lewis, P. and Thornhill, A. (2012) Research Methods for Business Students. 6th edn. Harlow: Pearson Education Limited.

Journals:

International Journal of Entrepreneurial Behaviour & Research
https://www.emeraldinsight.com/loi/ijebr

The International Review of Retail, Distribution and Consumer Research
https://0-www-tandfonline-com.emu.londonmet.ac.uk/toc/rirr20/26/4?nav=tocList

Big Data and consumer behaviour: imminent opportunities
https://www.emeraldinsight.com/doi/pdfplus/10.1108/JCM-04-2015-1399

Websites: to be provided in class/Weblearn

            Electronic Databases: to be provided in class/Weblearn

Social Media Source: to be provided in class/Weblearn