MM34710 - INTRODUCTION TO MARKETING RESEARCH

Module Identifier

MM34710

Module Title

INTRODUCTION TO MARKETING RESEARCH

Academic Year

2003/2004

Co-ordinator

Mr Tony McGuinness

Semester

Semester 1

Co-Requisite

MM30710 (or equivalent)

Course delivery

Lecture

16 Hours

Seminars / Tutorials

4 Hours per student

Assessment

Assessment Type	Assessment Length/Details	Proportion
Semester Exam	1.5 Hours	75%
Semester Assessment	1 piece	25%
Supplementary Exam	1.5 Hours	75%
Supplementary Assessment	one piece of previous or supplementary assessed coursework	25%

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.

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

Books
Churchill, G A and Iacobucci, D (2002) Marketing Research: Methodological Foundations 8th. Harcourt

This module is at CQFW Level 6