Gwybodaeth Modiwlau
Module Identifier
MM31800
Module Title
MARKETING RESEARCH
Academic Year
2012/2013
Co-ordinator
Semester
Intended for use in future years
Pre-Requisite
Course Delivery
| Delivery Type | Delivery length / details |
|---|---|
| Lecture | 20 lectures |
| Practical | 6 hours per student (computer training) |
Assessment
| Assessment Type | Assessment length / details | Proportion |
|---|---|---|
| Semester Assessment | Written research proposal | 35% |
| Semester Assessment | Written research report | 65% |
| Supplementary Assessment | Repeat failed element | 35% |
| Supplementary Assessment | Repeat failed element | 65% |
Learning Outcomes
On completion of this module, students should be able to:
* Demonstrate knowledge and understanding of the systems and uses of marketing information in business organizations.
* Evaluate the appropriateness of alternative quantitative and qualitative research methods and data for measuring marketing constructs, solving marketing problems and making marketing decisions.
* Design and implement a marketing research project, including interpreting, reporting and defending the validity of its results.
* Use SPSS to store and analyse marketing research data.
Aims
This module provides the general knowledge and research skills that students need for effective research design, problem-solving and decision-making in specific marketing contexts. It is positioned in Part Two Year One of the Marketing Major degree scheme, where it's purpose is to extend and broaden the research skills learned in AC10410, so that students can progress to later parts of the scheme that rely on the application of these skills in the processes of effective problem-solving and decision-making in both business and academic research contexts.
In combination with other modules in the Marketing Major degree scheme MM318200 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.
In combination with other modules in the Marketing Major degree scheme MM318200 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.
Brief description
In this module students become familiar with the types and sources of data that are used to address typical marketing problems. They also learn about alternative research methodologies (e.g. survey vs. ethnographic/observation approaches), about the connection between different types of data and research methods, and about how to evaluate appropriateness of the use of alternative methods. Students develop skills in designing marketing research projects, and in collecting, interpreting and responding to marketing research data.
Content
Qualitative research methods: semi-structured interviewing, including focus groups; narrative; case study; ethnography.
Quantitative research methods; sampling; structured data collection; hypothesis testing and estimation.
Criteria of the validity of marketing research.
Introduction to using SPSS.
Design and execution of a marketing research project.
Secondary marketing research data: sources, interpretation and uses of British Market Research Bureau 'National Buying Survey' (TGI) data.
Quantitative research methods; sampling; structured data collection; hypothesis testing and estimation.
Criteria of the validity of marketing research.
Introduction to using SPSS.
Design and execution of a marketing research project.
Secondary marketing research data: sources, interpretation and uses of British Market Research Bureau 'National Buying Survey' (TGI) data.
Module Skills
| Skills Type | Skills details |
|---|---|
| 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. |
| 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. |
| Personal Development and Career planning | In combination with other modules in the Marketing Major degree scheme MM31820 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. |
| 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. |
| 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. |
| Team work |
Reading List
Recommended Text(2004.) Qualitative research :theory, method and practice /edited by David Silverman. 2nd ed. Sage Publications Primo search (2007.) Research methods for business students /Mark Saunders, Philip Lewis, Adrian Thornhill. 4th ed. Financial Times Prentice Hall Primo search Belk (Feb. 2007) Handbook of Qualitative Research Methods in Marketing Edward Elgar Publishing, Incorporated Primo search Bennand, H (2000) Social Research Methods: Qualitative and Quantitative Approaches Sage Publications Primo search Bradley, Nigel (c2007.) Marketing research :tools & techniques /Nigel Bradley. Oxford University Press Primo search Bryman, Alan. (2007.) Business research methods /Alan Bryman, Emma Bell. 2nd ed. Oxford University Press Primo search Carson, David (2001 (various p) Qualitative marketing research /David Carson ... [el al.] SAGE Primo search Churchill, G and D Iacobucci (2002) Marketing Research: Methodological Foundations Harcourt Primo search Edmunds, Holly. (c1999.) The focus group research handbook /Holly Edmunds. NTC Business Books Primo search Hair, J., A. Money, P. Samouel and M Page (2007) Research Methods for Business Wiley Primo search Hair, J., R Bush and D Ortineau (2006) Marketing Research: within a changing environment McGraw-Hill Primo search Kinnear, Paul R. (2008.) SPSS 15 made simple /Paul R. Kinnear, Colin D. Gray. Psychology Press Primo search Melhotra, N and D Birks (2007) Marketing Research: an applied approach Prentice Hall Primo search Silverman, David. (2004.) Doing qualitative research :a practical handbook /David Silverman. 2nd ed. SAGE Primo search Silverman, David. (2006.) Interpreting qualitative data :methods for analysing talk, text and interaction /David Silverman. 3rd ed. SAGE Publications Primo search
Notes
This module is at CQFW Level 6