AD2RDA: Research Methods and Data Analysis£

Module code: AD2RDA

Module provider: School of Agriculture, Policy and Development

Credits: 20

Level: 5

When you'll be taught: Semester 1

Module convenor: Professor Kelvin Balcombe, email: k.g.balcombe@reading.ac.uk

Module co-convenor: Dr Daniele Asioli, email: d.asioli@reading.ac.uk

Pre-requisite module(s): BEFORE TAKING THIS MODULE YOU MUST TAKE AD1RBM OR TAKE AP1EQ5 (Compulsory)

Co-requisite module(s):

Pre-requisite or Co-requisite module(s):

Module(s) excluded:

Placement information: NA

Academic year: 2024/5

Available to visiting students: Yes

Talis reading list: No

Last updated: 18 November 2024

Overview

Module aims and purpose

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 statistical techniques and their applications in a consumer and market research environment. To build a further understanding of some of the key quantitative skills used by applied economists and business managers working in key marketing sectors.  

Module learning outcomes

By the end of the module, it is expected that students will be able to: 

1. Be able to organise data and test research hypotheses. 
2. Interpret statistical results from a marketing, business and consumer angle 
3. Perform and use an extended set of multivariate statistical methods and techniques to solve a range of problems relating to business and economics applications  
4. Be proficient in the use of Excel and JASP 

Module content

• Marketing research and marketing research process 
• Research design  
• Contingency tables  
• Non-Parametric Tests 
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• Analysis of Variance 
• Logit/Probit Models  
• Measurement and scaling. Comparative and non-comparative scaling 
• Sampling design  
• Questionnaire design 
• Primary data collection methods 
• Principal Component Analysis 
• Cluster Analysis 

Structure

Teaching and learning methods

Theory and methods will be presented by means of lectures that will also involve interactively using practical exercises of a quantitative nature using spreadsheets and statistical software. Introduction to data collection software (Qualtrics), statistical software and data presentation software (Excel, JASP). Help is available from lecturers and teaching assistant(s). Students will need to bring laptops to the lectures with the appropriate software. 

Study hours

At least 44 hours of scheduled teaching and learning activities will be delivered in person, with the remaining hours for scheduled and self-scheduled teaching and learning activities delivered either in person or online. You will receive further details about how these hours will be delivered before the start of the module.

Please note the independent study hours above are notional numbers of hours; each student will approach studying in different ways. We would advise you to reflect on your learning and the number of hours you are allocating to these tasks.

Semester 1 The hours in this column may include hours during the Christmas holiday period.

Semester 2 The hours in this column may include hours during the Easter holiday period.

Summer The hours in this column will take place during the summer holidays and may be at the start and/or end of the module.

Assessment

Requirements for a pass

Students need to achieve an overall module mark of 40% to pass this module.

Summative assessment

Penalties for late submission of summative assessment

The Support Centres will apply the following penalties for work submitted late:

Assessments with numerical marks

• where the piece of work is submitted after the original deadline (or any formally agreed extension to the deadline): 10% of the total marks available for that piece of work will be deducted from the mark for each working day (or part thereof) following the deadline up to a total of three working days;
• the mark awarded due to the imposition of the penalty shall not fall below the threshold pass mark, namely 40% in the case of modules at Levels 4-6 (i.e. undergraduate modules for Parts 1-3) and 50% in the case of Level 7 modules offered as part of an Integrated Masters or taught postgraduate degree programme;
• where the piece of work is awarded a mark below the threshold pass mark prior to any penalty being imposed, and is submitted up to three working days after the original deadline (or any formally agreed extension to the deadline), no penalty shall be imposed;
• where the piece of work is submitted more than three working days after the original deadline (or any formally agreed extension to the deadline): a mark of zero will be recorded.

Assessments marked Pass/Fail

• where the piece of work is submitted within three working days of the deadline (or any formally agreed extension of the deadline): no penalty will be applied;
• where the piece of work is submitted more than three working days after the original deadline (or any formally agreed extension of the deadline): a grade of Fail will be awarded.

The University policy statement on penalties for late submission can be found at: /cqsd/-/media/project/functions/cqsd/documents/qap/penaltiesforlatesubmission.pdf

You are strongly advised to ensure that coursework is submitted by the relevant deadline. You should note that it is advisable to submit work in an unfinished state rather than to fail to submit any work.

Formative assessment

Formative assessment is any task or activity which creates feedback (or feedforward) for you about your learning, but which does not contribute towards your overall module mark.

Reassessment

Additional costs