1. demonstrate a competent knowledge of research methods, and methodological and philosophical underpinnings applicable to research and applied projects
Knowledge and Understanding
Learning

2. undertake a critical review of recent and relevant research appropriate to the development of the field of business and management and the solution of managerial problems related to customer analysis.
Analysis
Application
Enquiry

3. plan and produce an organised and logically executed research proposal or consultancy approach that will contribute to optimisation into customer insights
Communication
Problem Solving
Reflection

1. Course work 100% 4500 words

An individual research proposal of 4500 words that could feasibly be adopted for a masters' level traditional research dissertation (experimental-scientific/conceptual-theoretical) or a more practically-focussed project (applied consultancy)
(Learning Outcomes 1,2, & 3)

Introduction to data and datasets
Marketing research
Planning customer analytic research
Applications of Quantitative and Qualitative Research methods and techniques
Segmentation and sampling
Statistical testing
Variable modelling
Digital analytics
Data presentation and communication

Students will develop their understanding through a mixture of methods.
Scheduled Learning and Teaching Activities:
Contact hours:
Full time and part-time (on campus) - 39 hours of scheduled sessions
Guided Independent Study:
Online materials, data sets and useful articles made available through BB including discussion forum
Videos/recorded material will also be made available.
Continuous engagement with weekly tasks and activities (e.g., consolidating video lectures, reading and engaging with resources/links, inquiry-based learning, discussion boards, formative assessments).

Grigsby, M. (2015). Marketing analytics: A practical guide to real marketing science. Kogan Page Publishers.
Saunders, M., Lewis, P., & Thornhill, A. (2015). Research methods for business students 7th edition. Perntice Hall.
Heumann, C., & Schomaker, M. (2016). Introduction to statistics and data analysis. Springer International Publishing Switzerland.
Albright, S., & Winston, W. (2016). Business analytics: Data analysis & decision making , 6th edition, Nelson Education.
Croll, A., & Yoskovitz, B. (2013). Lean analytics: Use data to build a better startup faster. " O'Reilly Media, Inc.".
Adams, K. A., & Lawrence, E. K. (2018). Research methods, statistics, and applications. Sage Publications.
Bell, E., Bryman, A., & Harley, B. (2018). Business research methods. Oxford university press.

Libraries for textbooks and journals
databases such as Econsultancy