Gwybodaeth Modiwlau

Module Identifier
MM31800
Module Title
Marketing Research
Academic Year
2019/2020
Co-ordinator
Semester
Intended for use in future years
Pre-Requisite

Course Delivery

 

Assessment

Assessment Type Assessment length / details Proportion
Semester Assessment Written research proposal  35%
Semester Assessment Written research report  65%
Supplementary Assessment Repeat failed element 1  35%
Supplementary Assessment Repeat failed element 2  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.

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.

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

Notes

This module is at CQFW Level 6