AP2EQ1-Research Methods and Data Analysis

Module Provider: Agr and Food Econ
Number of credits: 10 [5 ECTS credits]
Terms in which taught: Spring term module
Pre-requisites: AP1EQ4 Quantitative Methods 1 and AP2EQ4 Quantitative Methods 2
Non-modular pre-requisites:
Modules excluded:
Module version for: 2016/7

Module Convenor: Dr Giuseppe Nocella

Email: g.nocella@reading.ac.uk

Summary module description:

The module aims to introduce students to research processes, with special emphasis on conclusive research design, techniques for primary data collection and tools for exploratory data analysis. The module includes the use of statistical software for selected multivariate statistical techniques and their applications in a consumer and market research environment.

Assessable learning outcomes:
Students will be able to recognise, describe and solve marketing problems. This will be accomplished by learning to develop specific research designs which will allow students to understand how to achieve marketing/consumer research objectives and to test research hypotheses employing a logical sequence of research tasks. The identification of these tasks will stimulate students to think about how to collect information for a specific research design choosing a suitable measurement and scaling technique, the most appropriate data collection and sampling method, and the right multivariate statistical analysis. As well as performing selected multivariate statistical techniques they will also be able to interpret results from a marketing/consumer angle.

Additional outcomes:
Students will develop familiarity with the use of statistics and data processing software - particularly SPSS - within a market/ consumer research perspective. Students will be able to exploit the research techniques for use in project work later in their degree program. Students will develop effective written communication skills for a marketing and professional environment.

Outline content:

- The marketing research process
- Research design
- Data collection methods & survey techniques
- Measurement and scaling
- Sampling techniques
- Introduction to the SPSS environment and database management
- Review of basic statistics, Cross-tabulation, and Hypothesis Testing
- Multivariate regression models
- Factor analysis
- Cluster analysis

Brief description of teaching and learning methods:
Theory and methods will be presented by means of lectures combined with tutorials devoted to the application of the above on real or simulated data through the use of specialised statistical software such as SPSS.

Contact hours:
  Autumn Spring Summer
Lectures 20
Practicals classes and workshops 6
Guided independent study 74
Total hours by term 100.00
Total hours for module 100.00

Summative Assessment Methods:
Method Percentage
Written exam 50
Class test administered by School 50

Other information on summative assessment:
A one hour in-class test; A one hour examination paper in the Summer Term.

Formative assessment methods:

Penalties for late submission:
The Module Convenor will apply the following penalties for work submitted late, in accordance with the University policy.

  • where the piece of work is submitted up to one calendar week after the original deadline (or any formally agreed extension to the deadline): 10% of the total marks available for the piece of work will be deducted from the mark for each working day (or part thereof) following the deadline up to a total of five working days;
  • where the piece of work is submitted more than five working days after the original deadline (or any formally agreed extension to the deadline): a mark of zero will be recorded.

  • The University policy statement on penalties for late submission can be found at: http://www.reading.ac.uk/web/FILES/qualitysupport/penaltiesforlatesubmission.pdf
    You are strongly advised to ensure that coursework is submitted by the relevant deadline. You should note that it is advisable to submit work in an unfinished state rather than to fail to submit any work.

    Length of examination:
    A one hour examination paper in the Summer Term

    Requirements for a pass:
    A mark of 40% overall.

    Reassessment arrangements:
    By Re-examination in August/September.

    Additional Costs (specified where applicable):
    1) Required text books:
    2) Specialist equipment or materials:
    3) Specialist clothing, footwear or headgear:
    4) Printing and binding:
    5) Computers and devices with a particular specification:
    6) Travel, accommodation and subsistence:

    Last updated: 21 December 2016

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