|| MM34710 |
|| INTRODUCTION TO MARKETING RESEARCH |
|| 2006/2007 |
|| Mr Tony McGuinness |
|| Semester 1 |
|| MM30710 (or equivalent) |
| Course delivery
|| Lecture || 16 hours per student |
|| Seminars / Tutorials || 4 hours per student |
|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.
Secondary data: National Buying Survey data and their uses.
Quantitative vs. qualitative research.
Stages in designing a market research project.
Individual interviewing: unstructured & semi-structured.
Focus group interviewing.
Case study research.
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.
** Recommended Text
Bryman, A and Bell, E (2003) Business Research Methods
Oxford University Press
Churchill, G A and Iacobucci, D (2002) Marketing Research: Methodological Foundations
8th edition. Harcourt
This module is at CQFW Level 6