Undergraduate Programme and Module Handbook 2010-2011 (archived)
Module BUSS3161: MARKETING RESEARCH
Department: Economics, Finance and Business (Business) [Queen's Campus, Stockton]
BUSS3161: MARKETING RESEARCH
| Type | Tied | Level | 3 | Credits | 20 | Availability | Available in 2010/11 | Module Cap | None. | Location | Queen's Campus Stockton |
|---|
| Tied to | N200 |
|---|---|
| Tied to | N420 |
| Tied to | NN43 |
Prerequisites
- Practice of Marketing (ECOS2151).
Corequisites
- None.
Excluded Combination of Modules
- None.
Aims
- This module seeks to build on the Level 2 module 'Practice of Marketing', 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 tutorials. Learning takes place through attendance at lectures, preparation for and participation in practicals, and private study . Formative assessment is by means of one 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 | |
|---|---|---|---|---|---|
| Lectures | 21 | 1 per week | 1 hour | 21 | |
| Practicals | 8 | 4 in term 1, 4 in term 2 | 1 hour | 8 | ■ |
| Preparation and Reading | 171 | ||||
| Total | 200 |
Summative Assessment
| Component: Essay | Component Weighting: 30% | ||
|---|---|---|---|
| Element | Length / duration | Element Weighting | Resit Opportunity |
| Essay comparing research methods for undertaking a particular research problem | 1500 words | 100% | |
| Component: Project | Component Weighting: 70% | ||
| Element | Length / duration | Element Weighting | Resit Opportunity |
| Marketing Research Project Report | 4000 words | 100% | |
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