Module Descriptors
MARKETING RESEARCH AND INFORMATION
MKTG60320
Key Facts
Digital, Technology, Innovation and Business
Level 6
15 credits
Contact
Leader: Anne Harbisher
Email: A.Harbisher@staffs.ac.uk
Hours of Study
Scheduled Learning and Teaching Activities: 30
Independent Study Hours: 120
Total Learning Hours: 150
Assessment
- ASSIGNMENT weighted at 100%
Module Details
ASSESSMENT DETAILS
An assignment of 2,500 words weighted at 100% designed to test all the learning outcomes.
INDICATIVE CONTENT
The overall purpose of this module is to examine the role, value and practice of marketing research in marketing and other business areas.
Topics covered will be drawn from:
Scope and definition of research
Research design
Data Collection methods
Consider the effect of new technologies
The research process including identifying research needs, planning, organising and reporting research
Data analysis and interpretation.
Topics covered will be drawn from:
Scope and definition of research
Research design
Data Collection methods
Consider the effect of new technologies
The research process including identifying research needs, planning, organising and reporting research
Data analysis and interpretation.
LEARNING OUTCOMES
1. DEMONSTRATE KNOWLEDGE AND UNDERSTANDING OF THE MARKETING RESEARCH PROCESS Knowledge & Understanding
2. ANALYSE AND CRITICALLY APPLY MARKETING RESEARCH PRINCIPLES TO MARKETING RESEARCH PROBLEMS
Analysis
3. DEVELOP A COMPREHENSIVE AND DETAILED MARKETING RESEARCH PLAN
Application
4. CRITICALLY EVALUATE THE LIKELY OUTCOMES AND QUALITY OF YOUR DETAILED MARKETING RESEARCH PLAN
Reflection
2. ANALYSE AND CRITICALLY APPLY MARKETING RESEARCH PRINCIPLES TO MARKETING RESEARCH PROBLEMS
Analysis
3. DEVELOP A COMPREHENSIVE AND DETAILED MARKETING RESEARCH PLAN
Application
4. CRITICALLY EVALUATE THE LIKELY OUTCOMES AND QUALITY OF YOUR DETAILED MARKETING RESEARCH PLAN
Reflection
RESOURCES
Computing facilities
Video
Library
Internet Access
Video
Library
Internet Access
SPECIAL ADMISSIONS REQUIREMENTS
FOR INTERNATIONAL COLLABORATIVE PARTNERS ONLY
TEXTS
Wilson A (2011) Marketing Research: an integrated approach, Harlow, Pearson ISBN 0273718703
Burns A C and Bush R F, (2013) Marketing Research, 7th Ed, Prentice Hall ISBN0273768514
McDaniel C and Gates R, (2011) Marketing Research Essentials, 7th Ed, Wiley ISBN 0470169702
Bradley T, (2007) Essential Statistics for Economics, Business and Management, Wiley ISBN 0470880795 (last checked September 2013)
Oakshott L, (2013) Essential Quantitative Methods, 5th Ed, Palgrave ISBN 023302661
Burns A C and Bush R F, (2013) Marketing Research, 7th Ed, Prentice Hall ISBN0273768514
McDaniel C and Gates R, (2011) Marketing Research Essentials, 7th Ed, Wiley ISBN 0470169702
Bradley T, (2007) Essential Statistics for Economics, Business and Management, Wiley ISBN 0470880795 (last checked September 2013)
Oakshott L, (2013) Essential Quantitative Methods, 5th Ed, Palgrave ISBN 023302661
Learning Strategies
The learning strategy for this module is based around students committing a total of 150 hours of activities towards achieving the learning outcomes. These will be split between 39 hours of direct contact with a tutor and 111 hours of directed, guided and self-study, together with preparation for and completion of the assessment tasks. Learning support material will be provided for the module.
The module will draw upon a mixture of activities including lectures, web-based activities, case study analysis, relevant videos and in-class discussions, individual and group problem solving and self-directed learning.
The module will draw upon a mixture of activities including lectures, web-based activities, case study analysis, relevant videos and in-class discussions, individual and group problem solving and self-directed learning.