Research Methods introduces the basic concepts and procedures used in empirical research in business and management, with a particular emphasis on research in marketing . The course is divided into qualitative and quantitative methods. Term 1 will focus on qualitative methods and the research context in which qualitative methods are applied, including research design and interpreting data. The emphasis is on providing support for students in designing their own research projects, such as dissertations. In this way it will offer a practical introduction to qualitative research methods and their methodological context. Term 2 will present quantitative methods and highlight the need for statistical understanding in a practical context. The course will provide students with the confidence that is needed to critically assess figures and data manipulations performed by others. It also provides students with the background that is required to understand and apply the more specialised statistical methods used in consumer research. As such, the emphasis is on learning by way of application, as opposed to abstract engagement with the subject.