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
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Program Overview

Quantitative Methods

Statistical analysis, experimental design, survey research, and data analytics

Qualitative Methods

Interviews, case studies, ethnography, grounded theory, and thematic analysis

Mixed Methods

Integrating quantitative and qualitative approaches for comprehensive research

Advanced Research Methods provides comprehensive training in quantitative, qualitative, and mixed methods research appropriate for postgraduate-level inquiry. This module develops sophisticated research capabilities essential for dissertation projects, professional practice, and academic careers. Students learn to design rigorous research studies, collect and analyse data systematically, and present findings effectively. 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.
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Duration

12 weeks

Credits

20 credits

Level

Postgraduate

Assessment

Coursework & Exam

Key Topics Covered

Quantitative Research

Research Design

Survey Methodology

Sampling Strategies

Factor Analysis

Hypothesis Testing

Narrative Analysis

ANOVA

Narrative Analysis

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
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Practical & Professional Relevance

Real-World Application

Research capabilities are essential for evidence-based practice across professional contexts. Managers increasingly rely on systematic research to inform strategic decisions, evaluate interventions, and understand complex organisational phenomena. The research methods developed in this module enable professionals to conduct internal research projects and critically evaluate external research.

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

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