Module Identifier | MM30220 | |||||||||||||||||
Module Title | MARKETING RESEARCH | |||||||||||||||||
Academic Year | 2007/2008 | |||||||||||||||||
Co-ordinator | Mr Tony McGuinness | |||||||||||||||||
Semester | Semester 1 | |||||||||||||||||
Other staff | Mr Richard D Godfrey, Dr Brigitte Biehl, Professor Nicholas S Alexander | |||||||||||||||||
Pre-Requisite | AC10410 , MM12510 | |||||||||||||||||
Co-Requisite | MM30120 | |||||||||||||||||
Course delivery | Lecture | 20 lectures | ||||||||||||||||
Practical | 6 hours per student (computer training) | |||||||||||||||||
Assessment |
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In combination with other modules in the Marketing Major degree scheme MM30220 provides a foundation for those interested in a marketing research career, and enables marketing research results to be understood, interpreted and used more effectively by people (e.g. general managers) who have cause to use them.
Problem solving | Students demonstrate knowledge and understanding of the uses of marketing data to solve marketing problems. Students solve the problems inherent in designing and carrying out a marketing research problem. | ||
Research skills | This module develops the knowledge and research skills that students need for effective research design, problem-solving and decision-making in specific marketing contexts. | ||
Communication | In a written research report, students will report qualitative and quantitative data, and interpret and defend the validity of the results of their research project. As part of their research project, students will personally interview people | ||
Improving own Learning and Performance | Students will extend and broaden the research skills previously learned in AC10410, and will develop their understanding of how the results of research are interpreted and applied in a marketing context. | ||
Information Technology | Students will use Word Processing packages and SPSS. | ||
Application of Number | Students will be able to demonstrate an understanding of the use of number at nominal, ordinal, interval and ratio levels of measurement, and use research methods that analyse numbers at various levels of measurement. | ||
Personal Development and Career planning | In combination with other modules in the Marketing Major degree scheme MM30220 provides a foundation for those interested in a marketing research career, and enables marketing research results to be understood, interpreted and used more effectively by people (e.g. general managers) who have cause to use them. The best project on this module wins the 'Bryman and Bell Prize for Business Research' awarded by SMB with annual funding from Oxford University Press. | ||
Subject Specific Skills | Students will develop their knowledge and research skills in typical marketing contexts, for example: motivational research; market segment formation and analysis; customer satisfaction research; 'mystery' shopping. |
This module is at CQFW Level 6