24757 Research Methodology and Data Analysis Tools

Subject level: Postgraduate

Handbook description

This subject addresses comprehensive and practical considerations of research methodology, data characteristics and processing, multivariate data analysis approaches (statistical considerations and applications), and communication of marketing research results. It helps students develop advanced research skills that are critical to both knowledge generation in marketing theory and problem solving in marketing practice.

Subject objectives/outcomes

On successful completion of this subject students should be able to:

1. Select and employ suitably relevant research methodologies.
2. Employ suitable data analysis approaches.
3. Communicate research findings.
4. Work more effectively in teams to develop interpersonal, leadership and communication skills.
5. Present more effectively in an informal and formal manner the findings of the group work components.

Contribution to graduate profile

This subject addresses comprehensive and practical considerations of research methodology, data characteristics and processing, multivariate data analysis approaches (statistical considerations and applications), communication of marketing research results. It helps students develop advanced research skills that are critical to both knowledge generation in marketing theory and problem solving in marketing practice.

Teaching and learning strategies

The subject is based on dynamic and interactive lecture and workshop sessions. It is taught through a combination of lectures and workshops. The lectures involve critical debate; and the workshops are built around in-class exercises and presentations. These classes will be supplemented with both printed and electronic learning materials and resources. The UTS web-based communication tool (UTSOnline Course Information) will be used to share information and encourage interaction between staff and students. Students will also use appropriate computer software such as spreadsheets and word processors to complete assigned tasks.

Content

The subject will address topics like the following:

• Research methods
• Multivariate data analysis
• Communication of research results

Assessment

Assessment item 1: Mid-semester Exam (Individual)

Assessment item 2: Project Report (Group)

Assessment item 3: Final Exam (Individual)