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Preparing for the Marketing Dissertation - MAN00061H

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  • Department: The York Management School
  • Credit value: 20 credits
  • Credit level: H
  • Academic year of delivery: 2024-25
    • See module specification for other years: 2023-24

Module will run

Occurrence Teaching period
A Semester 1 2024-25

Module aims

This is a Final Year Semester 1 optional module in the BSc Marketing programme that aims to empower students to do marketing research, ready for incorporation into their dissertations, presentations, and possibly research papers. It will also introduce students to hands-on experience of data analytics, which is a sought-after skill for marketers.

It is mandatory for students selecting dissertations as it would enable them to develop their research proposal and submit their ethics application. Dissertation students then move on to work with a dedicated supervisor in Semester 2.

Students not opting for dissertations may also choose this module as an option if they are interested to know more about the process of conducting marketing research. It will also be helpful for those interested in higher studies.

Module learning outcomes

By the end of this module, you will be able to:

  • Articulate research questions to address marketing problems

  • Demonstrate a systematic understanding of what makes a marketing research question suitable for quantitative, qualitative and/or mixed methods

  • Appreciate the importance of ethics in marketing research

  • Understand different data types (e.g., categorical, numerical) and the most appropriate analytical approach for each

  • Gain exposure in carrying out data analysis and interpreting the results

  • Develop your own research proposal and ethics application that will inform your dissertation (if you decide to do one in the next semester).

Module content

  • Converting marketing problems into research questions

  • Linking the literature to research gaps and research questions

  • Qualitative and quantitative research in marketing

  • Different approaches of marketing research data collection

  • Ethics in marketing research

  • Different approaches of data analysis in marketing

  • Designing effective data collection tools

  • Conducting qualitative and quantitative data analysis (e.g., content analysis, t-tests, ANOVA, MANOVA, regression)

  • Academic writing

Indicative assessment

Task % of module mark
Essay/coursework 100

Special assessment rules

None

Indicative reassessment

Task % of module mark
Essay/coursework 100

Module feedback

Feedback will be given in accordance with the University Policy on feedback in the Guide to Assessment as well as in line with the School policy.

Indicative reading

Bryman & Bell (2015) Business Research Methods (4th ed.). Oxford: OUP.

Gravetter, F. J., & Forzano, L. B. (2015). Research Methods for the Behavioral Sciences (5th ed.). Belmont, CA: Wadsworth Publishing.


The information on this page is indicative of the module that is currently on offer. The University constantly explores ways to enhance and improve its degree programmes and therefore reserves the right to make variations to the content and method of delivery of modules, and to discontinue modules, if such action is reasonably considered to be necessary. In some instances it may be appropriate for the University to notify and consult with affected students about module changes in accordance with the University's policy on the Approval of Modifications to Existing Taught Programmes of Study.