Module BUSI2351: Marketing Research Methods

Department: Management and Marketing

BUSI2351: Marketing Research Methods

Prerequisites

• BUSI1131 Marketing Principles

Corequisites

• None

Excluded Combination of Modules

• None.

Aims

• The module aims to:
• 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.
• 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 how market research can be used to inform marketing management decision making.
• Knowledge of key marketing research concepts, frameworks, methodologies, and tools.
• Construct and outline marketing research projects, in order to meet specific managerial information needs.
• Gather, validate, and analyse data, using marketing research concepts, frameworks, methodologies, and tools.
• Recommend and justify managerial responses, activities, and actions to marketing research problems.

• Ability to construct marketing research projects to meet specific managerial needs.
• Ability to apply appropriate marketing research techniques effectively in a marketing research project.

• Communication of research reports, both written and verbally.
• Increased statistical competence through analysis of 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 seminars. Learning takes place through attendance at lectures, preparation for and participation in seminars, and private study. Formative assessment is by means of one group presentation.
• Summative assessment is by one one individual marketing research report.

Teaching Methods and Learning Hours

Summative Assessment

Formative Assessment:

A group presentation: to present a market research proposal orally.

■ 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