MM34710 - INTRODUCTION TO MARKETING RESEARCH

Module Identifier

MM34710

Module Title

INTRODUCTION TO MARKETING RESEARCH

Academic Year

2004/2005

Co-ordinator

Mr Tony McGuinness

Semester

Semester 1

Co-Requisite

MM30710 (or equivalent)

Course delivery

Lecture

20 Hours

Assessment

Assessment Type	Assessment Length/Details	Proportion
Semester Exam	1.5 Hours	75%
Semester Assessment	1 piece	25%
Supplementary Exam	1.5 Hours	75%
Supplementary Assessment	one piece of previous or supplementary assessed coursework	25%

Learning outcomes

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.

Aims

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

Brief description

This module introduces students to the design of marketing research projects, to various methods of collecting primary marketing data, and to the uses of secondary data collected by the British Market Research Bureau in the National Buying Survey.

Content

Secondary data: the BMRBs National Buying Survey Stages in design and marketing research project
How to design and carry out individual interviews (unstructured and semi-structured)
How to run focus groups
How to design and administer structured questionnaires
How to design a sample and get people to respond honestly and accurately
How to build an accurate scale to measure a 'hidden' construct
Ethnographic/observation methods
Postmodern critique of 'conventional' marketing research

Reading Lists

Books
Churchill, G A and Iacobucci, D (2002) Marketing Research: Methodological Foundations 8th. Harcourt

Notes

This module is at CQFW Level 6