|| MM30220 |
|| MARKETING RESEARCH |
|| 2007/2008 |
|| Mr Tony McGuinness |
|| Semester 1 |
|| Mr Richard D Godfrey, Dr Brigitte Biehl, Professor Nicholas S Alexander |
|| AC10410 , MM12510 |
|| MM30120 |
| Course delivery
|| Lecture || 20 lectures |
|| Practical || 6 hours per student (computer training) |
|Assessment Type||Assessment Length/Details||Proportion|
|Semester Exam||2 Hours ||50%|
|Semester Assessment|| Marketing Research Project ||50%|
|Supplementary Exam||2 Hours ||50%|
|Supplementary Assessment|| Marketing Research Project ||50%|
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.
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 MM30220 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 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.
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.
|| 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. |
|| This module develops the knowledge and research skills that students need for effective research design, problem-solving and decision-making in specific marketing contexts. |
|| 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. |
|| Students will use Word Processing packages and SPSS. |
|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. |
|Personal Development and Career planning
|| In combination with other modules in the Marketing Major degree scheme MM30220 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. |
|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. |
** General Text
Bernard, H. Russell (2000.) Social research methods :qualitative and quantitative approaches /by H. Russell Bernard.
Sage Publications 0761914048ALKPAPER
Edmunds, Holly. (c1999.) The focus group research handbook /Holly Edmunds.
NTC Business Books 0844202886
** Recommended Text
Bryman, A and E Bell (2003) Business Research Methods
Oxford University Press
Churchill, G A and D Iacobucci (2006) Marketing Research: Methodological Foundations
9th Edition. Harcourt College Publishers
Hair, J, Bush, R and D Ortinau (2006) Marketing Research
3rd Edition. McGraw Hill
Malhotra, N K (2006) Marketing Research: An Applied Orientation
2nd European Edition. Pearson/FT Prentice Hall 0273695304
McGivern, Y (2006) The Practice of Market and Social Research
2nd Edition. Prentice Hall
Webb, J (2002) Understanding and Designing Marketing Research
2nd Edition. Thomson Learning
Evangelista, F, Albaum, G and P Poon (1999) Journal of the Market Research Society An empirical test of alternative theories of survey response behaviour
Vol 41, 2 April, pp 227-244.
Grove, S J and R Fisk (1992) Journal of the Academy of Marketing Science Observational data collecton methods for services marketing: an overview
Vol 20, 3, pp 217-224.
Stafford M and T Stafford (1993) Journal of the Market Research Society Participant observation and the pursuit of truth: methodological and ethical observations
Volume 35, 1 pp 63-76.
Wilson, A (1998) Service Industries Journal The use of mystery shopping in the measurement of service delivery
18, 3, pp 148-163.
This module is at CQFW Level 6