This is an archived handbook for a previous year. The current undergraduate and postgraduate handbooks can be viewed using the links above.
Undergraduate Handbook 2009-2010 (archived)
Module BUSI3141: MARKETING RESEARCH
Department: Economics, Finance and Business (Business)
BUSI3141: MARKETING RESEARCH
| Type | Level | Credits | Availability | Module Cap | Location |
|---|---|---|---|---|---|
| Open | 3 | 20 | Available in 2009/2010 | None. | Durham |
Pre-requisites
- Marketing Management
Corequisites
- None
Excluded Combinations
- 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
Subject-specific Knowledge
- Knowledge of the key principles of marketing research, and how they can be used to inform marketing management decision making.
Subject-specific Skills
- 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.
Key Skills
- 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
| Activity | Number | Frequency | Duration | Total Hours | Attendance Monitored |
|---|---|---|---|---|---|
| Lectures | 21 | 1 per week | 1 hour | 21 | |
| Practicals | 8 | 4 in term 1, 4 in term 2 | 1 hour | 8 | Yes |
| Preparation and Reading | 171 | ||||
| Total | 200 |
Summative Assessment
| Component | Component Weighting | Element | Length/Duration | Element Weighting | Resit Opportunity |
|---|---|---|---|---|---|
| Essay | 40% | Essay | 1500 words | 100% | |
| Project | 60% | Marketing Research Project Report | 4000 words | 100% |
Formative Assessment
One group presentation.
Students who do not attend monitored activities shown under Teaching Methods
and Learning Hours, or who fail to complete the summative or formative
assessment(s) specified above, may be subject to the Academic Progress
procedures defined in the University's General Regulation V, and may be
required to leave the University.