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Curricular information is subject to change
On successful completion of this module students should be able to:
- Explain the role of market research and the market research process
- Identify the different research approaches and be able to develop a research plan
- Use appropriate secondary research sources to clarify marketing problems
- Critically evaluate the methodology used to collect research data
- Analyse and interpret market research data
- Design and produce a market research report and presentation.
This module will provide students with the knowledge and skills required to undertake and present a research project, from defining a marketing problem to compiling, analysing and interpreting the data, and making appropriate recommendations based on the findings.
Student Effort Type | Hours |
---|---|
Specified Learning Activities | 5 |
Autonomous Student Learning | 40 |
Lectures | 24 |
Small Group | 45 |
Total | 114 |
Not applicable to this module.
Description | Timing | Component Scale | % of Final Grade | ||
---|---|---|---|---|---|
Group Work Assignment: Working in groups, students are required to undertake both primary and secondary research on a specific topics and analyse and present the results. | Week 5, Week 7, Week 11 | Graded | No | 30 |
No |
Reflective Assignment: A critical reflection on the Group Project submitted one week after all group presentations | Week 12 | Graded | No | 10 |
No |
Exam (Take-Home): Take home, open book exam. Students have 3 days to complete 3 out of 5 questions posed. Students are expected to demonstrate an understanding of theory and practical application via case studies. | Week 15 | Graded | No | 60 |
No |
Resit In | Terminal Exam |
---|---|
Spring | Yes - 2 Hour |
• Feedback individually to students, on an activity or draft prior to summative assessment
• Feedback individually to students, post-assessment
• Group/class feedback, post-assessment
There is ongoing feedback on the group project, informally, in class each week as well as formally for the graded components. There is formal individual feedback on both individual components; the reflective essay and the exam.