Unit Title: Research Methods and their Application to Marketing

1.3 Explore the main
research philosophies of
positivism and
phenomenology and
evaluate the benefits and
limitations of each.
1.3.1 Appreciate the long standing debate about positivism
and phenomenology.
1.3.2 Explain positivism.
1.3.3 Explain phenomenology.
1.3.4 Appraise the main features of the positivistic and
phenomenological paradigms and their limitations.
Learning Outcome 2
The learner will: Be able to compare and contrast research methodologies that relate to
management, business and marketing research.
Assessment Criteria
The learner can:
2.1 Distinguish between
qualitative and quantitative
research methodologies.
Indicative Content
2.1.1 Explain qualitative research methodologies.
2.1.2 Explain quantitative research methodologies.
2.1.3 Be able to critically evaluate both methodologies.
2.1.4 Explain why particular research methodologies are
selected.
2.2 Explore qualitative
approaches and evaluate
the various techniques
available and the
limitations of the
methodology.
2.2.1 Explain that qualitative research does not subject the
research findings to quantification or quantitative analysis but it
seeks to examine attitudes, feelings and motivation and is
generally characterised by small samples.
2.2.2 Explain that the main limitations are that it is not generally
representative of the target market and much depends upon the
skills of the researcher.
2.2.3 Appreciate the techniques used which include focus
groups and interviews and be able to use these techniques in
the research project.
2.3 Explore quantitative
approaches and evaluate
the various techniques
available and the
limitations of the
methodology.
2.3.1 Explain that quantitative research involves analysing
numerical data and the construction of statistical models in an
attempt to explain what has been observed.
2.3.2 Explain that the main techniques are questionnaires and
interviews and be able to use these techniques in the research
project.
2.3.3 Be aware of the main limitations of quantitative methods
which include the limited ability to probe answers and that such
research tends to be expensive to undertake.