Reflection On Marketing Research And Research Methods

Decent Essays
This module aims to help postgraduate students gain insights and understanding of marketing research and research methods. This module allows students to cultivate team spirit through teamwork, time management and creativity through the development of a research project. This individual reflection summary will discuss my experience throughout the module with regards to my attitude, knowledge and skills obtained and applied to undertake a professional research study at a postgraduate level.

At the first module teaching, the lecturer (Dr Bruno Schivinski) presented a presentation on the 'core statistics: structural equation modelling'. This is overwhelming, like being challenged to solve a peripheral of quantum physics equations. Coupled with a lecture room that offered free heat and sauna because no one (at UCL) knew how to operate the temperature control switch. Surprised, speechless and numb all in one, as it became impossible to concentrate in lectures. However, 'researchers support decision makers by collecting, analysing and interpreting information needed to identify and solve marketing problems' (Malhotra, Birks and Wills, 2012). This particular quote fascinated me; I wanted to learn more to uncover the depth of knowledge regarding "Marketing Research", but the statistical elements of the module reminded me of my postgraduate financial management lectures, which frighten me.

In week six, in the published results of our in-class test, I achieved a mere 33%. Logically
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