Module BUSI2191: MARKETING RESEARCH METHODS

Department: Business School (Business)

BUSI2191: MARKETING RESEARCH METHODS

Prerequisites

• Marketing Principles

Corequisites

• None.

Excluded Combination of Modules

• None.

Aims

• To provide students with the knowledge and skills to conduct market research, to understand why it is important, when it is important, and which techniques to use, depending on the needs of a marketing project.
• To address analytical and collaborative mindsets.

Content

• Introduction to Marketing Research.
• Marketing Research background.
• Conducting a literature review.
• The Marketing Research Process.
• Types of marketing research.
• Marketing Research Data.
• Secondary data in Marketing Research.
• 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 understanding and competence of how quantitative research methods 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.
• Ability to conceive and carry out quantitative marketing research.

• Communication of marketing research reports, both written and verbally
• Increased statistical competence through analysis of marketing data
• Interpersonal and teamworking skills
• 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 practicals, and private study.
• Formative assessment is by means of one group presentation, this will give students the opportunity to practice and get feedback on preparing a proposal for a specific research brief. It will feed into the summative research report.
• Summative assessment is by one individual essay and one (individual) marketing research 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