Unit Title: Research Methods and their Application to Marketing

The learner will: Be able to set research objectives and plan a research project.
Assessment Criteria
The learner can:
4.1 Develop research
objectives and identify the
main headings for a
research project.
Indicative Content
4.1.1 Set clear research objectives.
4.1.2 Appreciate the main headings of a research project.
Whilst formats may vary, the following format is typical:
Introduction, background, rationale
Literature review
The research question
The research methodology
Analysis and results
Conclusions, recommendations and limitations
Referencing and bibliography
Appendices
4.2 Identify and define a
marketing related research
problem or issue,
document the background
and describe the context of
the research.
4.2.1 Identify a marketing related topic on which to base a
research project. Ideas for a suitable topic may arise from
previous marketing studies, work experience, marketing
journals, media reports or perhaps an area of personal special
interest.
4.2.2 Once a topic has been selected, this must be discussed
with the course tutor to ensure that it is suitable and that nobody
else in the class has chosen the same topic.
4.2.3 Once the subject area has been selected the reasons for
choosing the topic and the context in which it is set should be
documented.
4.3 Identify the main
authors in the field of study
and use them to create a
basis for the research.
4.3.1 Identify the main ‘experts’ in the proposed area of study.
These may be authors, journalists or academics.
4.3.2 Examine their work as this will provide a starting point for
the literature review.
Learning Outcome 5
The learner will: Understand management, business and marketing theory and the relevant
literature from varied sources that contribute to the research project.
Assessment Criteria
The learner can:
5.1 Explore and critically
evaluate the findings and
implications from previous
research.
Indicative Content
5.1.1. Examine all the relevant literature related to the research
area.
5.1.2 Identify the current state of knowledge in the selected