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This unit equips students with a broad understanding of both qualitative and quantitative research methods, techniques and issues and their application to business and marketing problems. The unit aims to develop a critical understanding of the value of the research endeavour and thereby help the management/marketing researcher to build business knowledge and theory that generates new questions as well as providing answers. Topics include: identifying research problems within management and marketing and formulating specific research questions; research processes and proposals; ethics in business research; issues in the design and measurement of qualitative and quantitative research; sources of qualitative and quantitative data; surveys, interviews and observation; and presentation of results. The perspective of this unit is from the manager/marketer.
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