Gwybodaeth Modiwlau
Module Identifier
MM34710
Module Title
INTRODUCTION TO MARKETING RESEARCH
Academic Year
2008/2009
Co-ordinator
Semester
Intended for use in future years
Co-Requisite
MM30710 (or equivalent)
Course Delivery
| Delivery Type | Delivery length / details |
|---|---|
| Lecture | 20 Hours. |
Assessment
| Assessment Type | Assessment length / details | Proportion |
|---|---|---|
| Semester Assessment | 1 piece | 25% |
| Semester Exam | 1.5 Hours | 75% |
| Supplementary Assessment | one piece of previous or supplementary assessed coursework | 25% |
| Supplementary Exam | 1.5 Hours | 75% |
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
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
Notes
This module is at CQFW Level 6