Research Methods

Principles of Marketing

The module introduces students to contemporary perspectives in academic research, and in particular focuses on developing a range of skills involved in formulating a research proposal; including framing research questions, reviewing the literature and choosing appropriate methodologies for different types of study. The ways in which researchers from different research traditions use the different methods of collecting research data (primary or secondary) will be included. As the module is intended to prepare students either for a research or an industry-based project, some preliminary work on data collection and analysis is included as well.


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