A business based assignment of 4,000 words weighted at 100% designed to test all the learning outcomes.

The overall purpose of this module is to examine the role, value and practice of marketing research and to develop skills in the application, design and implementation of market research projects
Topics covered will be drawn from:

Scope and definition of research
Research design and the research process, including identifying research needs, planning, organising and reporting research and primary and secondary research approaches
Data Collection methods including quantitative and qualitative approaches including attitude measurement
survey methods, questionnaire and sampling designs
Use of new technologies for research design and data collection

Data analysis and interpretation including, descriptive statistics, testing for differences between groups, determining and interpreting associations between variables and tests of association
Introduction to analytical application packages like SPSS or Excel

1. DEMONSTRATE KNOWLEDGE AND UNDERSTANDING OF THE MARKETING RESEARCH PROCESS
Knowledge & Understanding

2. ANALYSE AND CRITICALLY APPLY MARKETING RESEARCH PRINCIPLES TO MARKETING RESEARCH PROBLEMS AND ANALYSIS OF DATA
Analysis

3. DEVELOP AND IMPLEMENT A COMPREHENSIVE AND DETAILED MARKETING RESEARCH PLAN
Application

4. CRITICALLY EVALUATE THE LIKELY OUTCOMES AND QUALITY OF A DETAILED MARKETING RESEARCH PLAN
Reflection

The learning strategy for the module requires students to commit to 300 learning hours (including assessment) of this there will be 72 hours of class support and 228 hours of independent and self directed study. Support will also be given by access to Scheduled Tutor Office Hours to support the module.

Lectures will provide the conceptual framework and will direct independent and self directed study as well as contextualising principle within an application framework. Tutorial/seminar activities will centre around case studies, computer laboratory exercises or seminars and will develop awareness, analysis and understanding of application of theory to practice.

Business library
Internet access
E mail
PC with Office Software and SPSS
Module website
Online marketing practitioner journals
Companion web sites

FOR INTERNATIONAL COLLABORATIVE PARTNERS ONLY.

Aaker D A, Kumar V and Day G S (2004) Marketing Research, 8th Ed, Wiley
Bradley T, (2007) Essential Statistics for Economics, Business and Management, Wiley
Oakshott L, (2006) Essential Quantitative Methods, Palgrave
Pallant, J, 2010, SPS Survival Manual, McGraw Hill