Module BUSI3141: MARKETING RESEARCH

Department: Economics, Finance and Business (Business)

BUSI3141: MARKETING RESEARCH

Prerequisites

• Marketing Management

Corequisites

• None

Excluded Combination of Modules

• None

Aims

• This module seeks to build on the Level 2 module 'Marketing Management', providing students with the knowledge and skills to conduct marketing research, to understand why it is important, when it is important, and which techniques to use, depending on the needs of a marketing project.

Content

• Introduction to Marketing Research
• Marketing Research background
• Marketing Information System (MIS)
• The Marketing Research Process
• Types of marketing research
• Marketing Research Data
• Secondary data in Marketing Research
• Qualitative Marketing Research methods
• Quantitative Marketing Research methods
• Measurement and scaling
• Design of Marketing Research Surveys
• Developing a Sampling Plan
• Data collection
• Data analysis
• Report Preparation and Presentation.

Learning Outcomes

• Knowledge of the key principles of marketing research, and how they can be used to inform marketing management decision making.

• Critical understanding of the breadth of techniques available for undertaking marketing research, and which techniques are most valuable in a given situation.
• Ability to apply appropriate marketing research techniques effectively in a marketing research project.

• Communication of marketing research reports, both written, and verbally, through summative report, and presentation.
• Increased statistical competence through analysis of marketing data.
• Computer literacy- increased competence with statistical packages such as SPSS.

Modes of Teaching, Learning and Assessment and how these contribute to the learning outcomes of the module

• Teaching is via lectures and practicals. Learning takes place through attendance at lectures, preparation for and participation in seminars, and private study. Formative assessment is by means of a group presentation. Summative assessment is by one essay and one marketing research project report.

Teaching Methods and Learning Hours

Summative Assessment

Formative Assessment:

One group presentation.

■ Attendance at all activities marked with this symbol will be monitored. Students who fail to attend these activities, or to complete the summative or formative assessment specified above, will be subject to the procedures defined in the University's General Regulation V, and may be required to leave the University