Overview:
- Credits:
- 7.5
- Level:
- 4
- Semester:
- Autumn
- Subject:
- Marketing
- School:
- Business
- Coordinator:
- Ms Martha Fanning
Show/hide contentOpenClose All
Curricular information is subject to change
The overall objective of this course is to examine market research as a tool for providing information and insights for marketing and business decision making. This module is designed to teach students how to plan and implement market research studies from start to finish. On completing this course, student will be expected to be able to:
1) evaluate management decisions and information needs and translate these into researchable issues,
2) review and select appropriate research design and analysis techniques,
3) identify sample design options and their impact on the research process,
4) construct data collection instruments (questionnaires/topic guides) which will effectively collect the required information,
5) analyse and interpret research data and derive actionable insights which can help to drive the business,
6) communicate research findings to decision makers so they will listen and take action
Introduction to Market Research
Research Process/Design
Quantitative research techniques
Qualitative research techniques
Sampling
Questionnaire/Topic Guide Design
Interviewing techniques
Data Analysis and Interpretation
Deriving insights from research data
Report Writing/Presentations
Ethics in market research
Student Effort Type | Hours |
---|---|
Lectures | 24 |
Small Group | 20 |
Seminar (or Webinar) | 20 |
Specified Learning Activities | 60 |
Autonomous Student Learning | 50 |
Total | 174 |
Not applicable to this module.
Description | Timing | Component Scale | % of Final Grade | ||
---|---|---|---|---|---|
Assignment: Qualitative Research | Unspecified | n/a | Graded | No | 30 |
Assignment: Questionnaire Design | Unspecified | n/a | Graded | No | 25 |
Group Project: Research Presentation - Extracting Insights from data | Unspecified | n/a | Graded | No | 30 |
Group Project: Secondary Research Assignment | Unspecified | n/a | Graded | No | 15 |
Remediation Type | Remediation Timing |
---|---|
In-Module Resit | Prior to relevant Programme Exam Board |
• Feedback individually to students, on an activity or draft prior to summative assessment
• Feedback individually to students, post-assessment
• Group/class feedback, post-assessment
Each of the assessment tasks will focus on an aspect of the research process which will be covered in the series of lectures. Tasks similar to the assessment tasks will be incorporated into learning projects, and ongoing feedback and tuition will be provided on these tasks. A detailed briefing will be provided for each of the assessment tasks, and individual and group feedback (as relevant) will be provided on each.
There are no rows to display |