Demonstrate the ability to plan, design and implement an individual piece of conceptual, applied or work-related research; involving the synthesis of theory and practice, the contextualisation of the chosen topic in the literature and the selection of appropriate research methodologies and methods of data collection and analysis

WHAT FACTORS INFLUENCE CONSUMER BUYING BEHAVIOR TO PURCHASE MOTORS? MARKETING STRATEGY — A CASE STUDY OF GENERAL MOTORS
LEARNING OUTCOMES*:

On successful completion of the module, students will be able to:

Knowledge and Understanding

a) Engage actively and successfully with a programme of training in approaches to research, and related research skills, involving generic and field-specific elements;

b) Demonstrate the ability to plan, design and implement an individual piece of conceptual, applied or work-related research; involving the synthesis of theory and practice, the contextualisation of the chosen topic in the literature and the selection of appropriate research methodologies and methods of data collection and analysis;

c) Produce a substantial account of the research study that is consistent with the chosen type of research;

Subject-specific Skills

d) Formulate an academically rigorous and practically feasible research proposal, setting out the detailed parameters for the proposed independent research project;

e) Carry out an independent piece of conceptual, applied or work-related research, synthesising theory with practice in the chosen field, and making use of a conceptual framework based on the relevant academic literature and other appropriate sources of secondary data;

f) Construct and use a research instrument, such as a survey, to collect primary and/or secondary data, and apply appropriate methods of data collection and data analysis in order to make comprehensive and appropriately focused responses to the research questions / issues / problems identified;

g) Write a well defined and structured narrative account discussing the design, conduct and outcomes of the research project, in the form of a conceptual, applied or work-related research based dissertation or project report;

Key Skills

h) Manage a prolonged course of independent research and related study in an orderly and effective manner, demonstrating the enhancement of academic knowledge, intellectual and work-related skills gained through completing the module successfully;

i) Make discriminating use of learning and information technology resources, in order to locate, collect, analyse and interpret quantitative and qualitative information, define and solve problems in a selective and critical manner, and challenge and critique accepted wisdom and methodologies in the chosen research field;

j) Communicate the solutions arrived at, and the thinking underlying them, in verbal and written form.

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