Newcastle University

Aims

The aim of the module is to develop an understanding of the methods used in marketing research and their role in supporting marketing decision making.

Original Summary:
Marketing research comprises one of the most important facets of marketing; it plays a central role in supporting marketing and business decision making. This module introduces the marketing research process and focuses in detail on the main marketing research methods used at each step of the process. In particular, students should demonstrate an understanding of the issues of defining marketing research problems, research design (measurement, questionnaire design, sampling), data collection, data analysis and presentation of results. Semester 1 of the course covers secondary research and qualitative research methods whilst semester 2 covers quantitative research methods. Teaching is delivered through lectures and computer based practicals.

Outline Of Syllabus

The topics that will be covered include;
1.       The Market Research Process
2.       Secondary research methods
3.       Qualitative research methods
4.       Quantitative research methods (topics 5-11 below):
5.       Measurement and scaling
6.       Questionnaire design
7.       Sampling
8.       Data collection
9.       Data analysis
10.       Presentation of results
11.       Ethical issues in marketing research

Teaching Rationale And Relationship

Formal lectures provide a theoretical framework for confronting contemporary issues in marketing research. These will be supplemented by tutorials and in-class case studies and computer based practicals that will provide students with relevant practical illustrations. Students are also expected to work unsupervised in groups and present their work in a seminar. The group assignment and presentation encourages students to contribute actively and collectively to the learning process and provide them the opportunity to develop a range of transferable skills including team working and presentation.

Assessment Rationale And Relationship

The continuous assessment through the group assignments assesses the ability of the group to apply research techniques taught in class to a specific project. Group work also encourages students to contribute actively and collectively to the learning process and enables them to develop a range of transferable skills including team working, planning and organisation and presentation. Each group is required to keep a diary or group activity log which will form part of the group work assessment. The written end-of-module written examination provides students the opportunity to demonstrate their understanding of the various research methods and how they may be applied to specific research problem scenarios.


Resit is by exam only.