OverviewThis module will focus on both qualitative and quantitative approaches to digital marketing research and allows students to gain knowledge of the various research techniques and research design issues. Subjects covered will typically include: Identification of digital marketing management issues and relevant research objectives; Literature review and theoretical framework development; Research ethics; Digital marketing data collection sources; Qualitative and quantitative methods and data analysis; Writing and presenting a digital marketing report.
This module appears in:
8 hours supervision
Method of assessment
Hair, J. F., Bush, R. P. & Ortinau, D. J.M (2009). Marketing Research: In a Digital Information Environment. (4th edn) McGraw-Hill Higher Education
Saunders, M.N.K, Lewis P and Thornhill A (2016). Research Methods for Business Students. (7th edn) Harlow: Pearson Education.
Demonstrate systematic understanding of how to conduct qualitative and quantitative research in the digital marketing context; Produce a satisfactory academic report in the required format that integrates and communicates knowledge and understanding gained from the MSc Digital Marketing and Analytics; Identify and critically apply appropriate conceptual frameworks, analytical tools and techniques to support the report; Demonstrate a systematic understanding of research philosophies.