AP2EQ1-Research Methods and Data Analysis

Module Provider: Agr and Food Econ
Number of credits: 10 [5 ECTS credits]
Level:5
Terms in which taught: Autumn term module
Pre-requisites: AP1EQ4 Quantitative Methods 1
Non-modular pre-requisites:
Co-requisites:
Modules excluded:
Current from: 2021/2

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.

Aims:
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 scalin g technique, the most appropriate data collection and sampling method, and the right multivariate statistical analysis. By performing selected multivariate statistical techniques students 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 statistic al methods.


• Principal Component Analysis 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.