Advanced Research Methods
Mastering quantitative and qualitative research methodologies for rigorous academic inquiry and evidence-based decision making
- Duration: 12 months (50 weeks)
- Online live training: 2 hours/week
Programme Overview
Quantitative methods receive substantial coverage including experimental design, survey methodology, sampling strategies, and statistical analysis. Students develop capabilities in descriptive and inferential statistics, hypothesis testing, correlation and regression analysis, and multivariate techniques. Contemporary quantitative approaches including structural equation modelling and multilevel analysis are introduced for students pursuing quantitative dissertation projects.
Qualitative methods are examined comprehensively, recognising their importance for understanding complex social phenomena. Topics include interview techniques, focus group facilitation, observational methods, case study research, ethnography, and grounded theory. Students learn systematic approaches to qualitative data analysis including thematic analysis, narrative analysis, and discourse analysis. Software tools for qualitative data management are introduced.
Mixed methods research receives particular attention, acknowledging that many research questions benefit from combining quantitative and qualitative approaches. Students examine different mixed methods designs including sequential explanatory, sequential exploratory, and concurrent triangulation designs. The module addresses practical and philosophical challenges in integrating different methodological traditions.
Research ethics, rigour, and validity are emphasised throughout. Students examine ethical principles governing research involving human participants, addressing informed consent, confidentiality, anonymity, and potential harm. Quality criteria for quantitative research (validity, reliability, generalisability) and qualitative research (credibility, transferability, dependability, confirmability) are examined alongside strategies for ensuring research quality.
Learning Objectives
01
Design rigorous research studies appropriate to different research questions and contexts
02
Apply quantitative research methods including survey design, sampling, and statistical analysis
03
Conduct qualitative research using interviews, case studies, and systematic analysis approaches
04
Integrate quantitative and qualitative methods through appropriate mixed methods designs
05
Evaluate research quality using appropriate criteria for validity, reliability, and rigour
06
Address ethical considerations and ensure research meets ethical standards for human participants
Skills & Competencies
- Statistical Analysis
- Qualitative Inquiry
- Research Design
- Data Management
- Research Ethics
- Academic Writing
- Survey Design
- Critical Evaluation
- Data Visualization
Practical & Professional Relevance
Real-World Application
Quantitative skills including survey design and statistical analysis support market research, customer satisfaction measurement, employee engagement surveys, and programme evaluation. These capabilities enable data-driven decision making and performance measurement across diverse organisational functions.
Qualitative methods are valuable for understanding stakeholder perspectives, organisational culture, change processes, and customer experiences. Interview and case study skills support management consulting, organisational development, and strategic analysis roles where deep contextual understanding is required.
Career Impact
Strategic marketing expertise enhances career prospects for marketing management, brand management, digital marketing, and marketing director roles. The module’s strategic focus prepares participants for senior marketing positions where business understanding and strategic thinking are essential alongside marketing expertise.
For professionals in product management, business development, and general management roles, marketing capabilities enable better understanding of customer needs and competitive dynamics. These capabilities support effective decision-making regarding product development, pricing, and go-to-market strategies.
The module’s coverage of marketing analytics prepares participants for data-driven marketing roles where measurement and optimisation are central. Capabilities in marketing metrics, customer analytics, and performance measurement are valued in marketing operations, marketing technology, and analytics-focused marketing positions.
Interested in This Module?
Download the detailed syllabus or contact our admissions team to learn more about this module
