Course Information Undergraduate prospectus

Research Methods (MET)

Course summary

Course code: MARK1023
Level: 5
Credits: 15
School: Business Faculty
Department: Marketing, Events and Tourism
Course Coordinator(s): Mazia Yassim



The purpose of the Research Methods course is to provide students with:
• Skills and knowledge related to critical evaluation of theories, concepts and framework
• Skills and knowledge related to research design
• Skills and knowledge related to data collection
• An appreciation of the role of primary and secondary research
• Skills and knowledge relating to data analysis

Learning outcomes

On successful completion of this course a student will be able to
1. Formulate a research topic;
2. Critically review literature and academic scholarship
3. Evaluate relevant methodological concepts, paradigms and theories and understand the differences between a range of data collection techniques and make a choice appropriate to a given research topic
4. Make effective use of both professional and academic sources and use the Harvard System of referencing properly
5. Plan and control a project over a period and to meet deadlines
6. Write a research proposal

Indicative content

• Exploring the nature of research, theoretical paradigms and methodological approaches and techniques;
• Primary and secondary data collection;
• Conceptual frameworks, foundations of scholarship and reviewing academic literature;
• Writing aims, objectives and hypothesis;
• Planning & designing research;
• Sampling techniques (design and procedures);
• Quantitative research techniques for academic purposes;
• Qualitative research techniques for academic purposes;
• Qualitative moderator guides;
• Questionnaire design;
• Data analysis;
• Validity, reliability and objectivity in research design;
• Ethical considerations in research for academic purposes;
• Writing an academic research proposal.

Teaching and learning activity

The course will involve a mix of lectures and tutorials, providing instruction on research design; topic development, reviewing theories, concepts and frameworks, methodology, data collection and analysis and a critical approach towards the writing up and structured reporting of primary and secondary data collected. The tutorials will be devoted to building a research proposal via a plethora of tasks that must be completed both in and out of tutorial times. The proposal is designed to provide the platform for the student’s research project in year 3. Students will be expected to attend tutorials regularly and complete both classroom and self-managed exercises


Methods of SUMMATIVE Assessment Research Proposal
Outcome(s) assessed by summative assessment 1-6
Weighting % 100
Pass Mark 40 %
Word Length 3,000
Outline Details A research proposal that details aim, objectives/hypothesis, literature review and research design/justification for the research project.
Nature of FORMATIVE assessment supporting student learning Draft topic idea; draft literature review and draft methodology.