MM34710 - INTRODUCTION TO MARKETING RESEARCH

Module Identifier	MM34710
Module Title	INTRODUCTION TO MARKETING RESEARCH
Academic Year	2001/2002
Co-ordinator	Mr Tony McGuinness
Semester	Semester 1
Co-Requisite	MM30710 (or equivalent)
Course delivery	Lecture	16 Hours
	Seminar	4 Hours per student
Assessment	Course work	1 piece	25%
	Exam	1.5 Hours	75%

The aim is for students to learn a project-based approach to designing marketing research, and about various methods of collecting primary data.

On successful completion of this module students will:

know the stages of designing a marketing research project, and know a variety of approaches and methods available at each stage;
know how to use the following in the collection of primary data: structured, unstructured and semi-structured methods of interviewing; construction of multi-item scales; checks for the validity and reliability of data; sampling methods.

Books
Churchill, G A. (1999) Marketing Research: Methodological Foundations. 7th. Dryden Press