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.
Marketing research is crucial to the adoption of a marketing philosophy by organisations. It provides a link between the consumer and public, through information that is used to identify and define marketing opportunities and marketing problems, to initiate marketing action, to monitor marketing performance, and to improve understanding of marketing as a process.
The module addresses the stages of the marketing research process, from identification of a problem and definition of the research objectives, to the presentation of research results. It also equips students with the knowledge and skills to undertake a dissertation in marketing. In particular, the module focuses on the issues of defining marketing research problems, identification of data requirements and sources, choice of research design, data collection, data analysis and presentation of results. Semester 1 covers secondary research and qualitative research methods, whilst semester 2 covers quantitative research methods.
Teaching is delivered through lectures, seminars, and computer-based practicals.
Outline Of Syllabus
The syllabus includes the following themes:
- Marketing Research Process
- Secondary research and conducting a literature review
- Qualitative research methods
- Quantitative research methods
- Measurement and scaling
- Questionnaire design
- Data Collection
- Data Analysis
- Presentation of results
- Ethical issues in marketing
Assessment Rationale And Relationship
The group project in Semester 1 assesses the ability of the group to apply qualitative research techniques taught in lecturers and discussed during seminars to a specific marketing research 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. In order to ensure that; all members participate actively and offer a sustained contribution throughout the group project assessment, a group diary will be maintained by each group to document team meetings and assigned actions for each member. Each student’s contribution to the group project will be peer assessed and the scores of peer assessment will be used to derive the individual student’s final marks for the group project. The peer assessment will ensure that the marks are allocated fairly based on the individual’s contribution to the group project.
The written examination at the end of Semester 2 provides students with the opportunity to demonstrate their understanding of the various quantitative research methods and data analysis techniques.
In Semester 1, students will be asked to write a Research Proposal related to their group project and submit during Seminar 1 or code a sample interview transcript (problem solving exercise) in Seminar 1. A formative feedback on this will be provided in Seminar 2.
Problem solving exercises in Semester 2 (Lab 3, 5). Feedback on this will be provided during the lab sessions.