AP2EQ1-Research Methods and Data Analysis

Module Provider: Agr and Food Econ
Number of credits: 10 [5 ECTS credits]
Terms in which taught: Autumn term module
Pre-requisites: AP1EQ4 Quantitative Methods 1
Non-modular pre-requisites:
Modules excluded:
Current from: 2020/1

Module Convenor: Dr Daniele Asioli

Email: d.asioli@reading.ac.uk

Type of module:

Summary module description:

Gain fundamental understanding of research processes, with special emphasis on conclusive research design, techniques for primary data collection and tools for exploratory data analysis. Through hands-on tutorial sessions, learn how to use specialised statistical software, such as SPSS, for selected multivariate statistical techniques, and explore the applications of these in a consumer and market research environment.

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 t echnique, 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:

  • Introduction to the module. Marketing research and marketing research process.

  • Research design.

  • Measurement and scaling: Fundamentals concepts. SPSS: an introduction.

  • Comparative and non-comparative scaling. SPSS: revising descriptive statistics, hypothesis test and graphical presentations.

  • Primary data collection methods. Introduction to Qualtrics.

  • Sampling design. Overview of multivariate statistical methods.

  • PCA and factor analysis. SPSS: application.

  • Cluster analysis. SPSS: application.

Please note, the above outline may be subject to change.

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 12
Practicals classes and workshops 6
Guided independent study: 82
Total hours by term 0 0
Total hours for module 100

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

Summative assessment- Examinations:

  • A 40 minutes in-class test.

  • A one hour and a half examination paper in the Summer Term.

Summative assessment- Coursework and in-class tests:

A one hour in-class test.

Formative assessment methods:

Penalties for late submission:

The Module Convenor will apply the following penalties for work submitted late:

  • where the piece of work is submitted after the original deadline (or any formally agreed extension to the deadline): 10% of the total marks available for that piece of work will be deducted from the mark for each working day[1] (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.

Assessment 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: 24 July 2020


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