| Market Research Methods |
Learning Outcomes
- Demonstrate a knowledge of the research process from both an academic and practitioner perspective.
- Use and implement a range of academic and practitioner research methods.
- Recognize the advantages and limitations of commonly used academic and practitioner research techniques.
- Demonstrate an in-depth understanding of the ethical problems and issues related to academic and practitioner research.
- Demonstrate strong conceptual skills to be able to administer, collate and present data in both an academic and practitioner context.
- Produce an academic and/or practitioner research proposal.
Criteria:
- Are the aim and objectives clear, relevant, and coherent?
- Do aim, objectives, etc. go beyond mere description ie. do they involve explanation, comparison, criticism, or evaluation?
- Are the aims and objectives realistic and achievable?
- Has a comprehensive range of RELEVANT practical sources and literature been used i.e. is that used pertinent to research questions or has almost everything read on or around the problem has been included with little critical selection?
- Have the appropriate situational analysis resources been used? i.e. PESTEL, SWOT, Porter’s 5 forces, etc
- Are the sources used up to date, where appropriate, and do they have sufficient practical and academic weight?
- Does the proposal give evidence of a critical attitude towards source material? i.e. does it compare, contrast and criticize a number of relevant concepts, models, and theories in terms of their internal logic, structure, and consistency?
- Are key themes and issues surrounding the research questions clearly drawn from practice and literature?
- Do the industry and literature conversations deal with relevant, significant, and urgent debates and controversies?
- Have sources been acknowledged and referenced fairly and properly? Is the reference list at the end of the Dissertation complete and in the appropriate Harvard Referencing convention?
