Module Identifier MM34710  
Module Title INTRODUCTION TO MARKETING RESEARCH  
Academic Year 2006/2007  
Co-ordinator Mr Tony McGuinness  
Semester Semester 1  
Co-Requisite MM30710 (or equivalent)  
Course delivery Lecture   16 hours per student  
  Seminars / Tutorials   4 hours per student  
Assessment
Assessment TypeAssessment Length/DetailsProportion
Semester Exam1.5 Hours  75%
Semester Assessment 1 piece  25%
Supplementary Exam1.5 Hours  75%
Supplementary Assessment one piece of previous or supplementary assessed coursework  25%

Learning outcomes

On successful completion of this module students will:


Aims

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

Content

Secondary data: National Buying Survey data and their uses.
Quantitative vs. qualitative research.
Stages in designing a market research project.
Individual interviewing: unstructured & semi-structured.
Focus group interviewing.
Structured Questionnaires
Sampling procedures.
Case study research.

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.

Reading Lists

Books
** Recommended Text
Bryman, A and Bell, E (2003) Business Research Methods Oxford University Press
Churchill, G A and Iacobucci, D (2002) Marketing Research: Methodological Foundations 8th edition. Harcourt

Notes

This module is at CQFW Level 6