10 credits at level HE5
Using Elements of marketing as a foundation, this module will give students the opportunity to identify and evaluate current marketing problems. As a result students will choose a specific marketing problem and produce a marketing research proposal as the basis for them to conduct subsequent marketing research. The module is designed to prepare students for the project module at level 3.
1. To develop an in-depth knowledge of Marketing Research Theory & Practices;
2. To apply Marketing Research Theory to a range of complex problems;
3. To critically evaluate a range of Marketing Research approaches and methodologies;
4. To develop student’s ability to identify, analyse and solve complex Marketing Research problems;
5. To devise and evaluate a Marketing Research Proposal.
1. The Nature and Uses of Marketing Research
2. The Marketing Research Process
3. Primary and Secondary Research
4. Qualitative and Quantitative Research
5. Sampling. Probability vs Non-Probability Sampling
7. Questionnaire Design
8. Measurement and Scaling
9. Qualitative Research
10. Quantitative Data Analysis
11.Qualitative Data Analysis
Teaching will be through lectures, seminars, group discussions, directed reading. Use will be made of examples from the real world and students will be encouraged to draw from their own experiences.
Lectures 11 hours
Seminars 5 hours
Group Discussions 6 hours
Marketing Research and Personal
Study 76 hours
Total hours 100
The learning outcomes will be assessed by the formulation of a research proposal (2000 words).The marketing research proposal will assess the learner’s ability to design and plan a marketing research project and their ability to interpret the research results. In addition, the proposal will assess the learners’ ability to review and be critical of the chosen research instrument/s and methodology/ies.
when you have successfully completed this module you will:
to demonstrate that you have achieved the learning outcome you will:
|1.||demonstrate understanding of the correct application of marketing research tools to marketing problems.||
• outline the particular research methodology and design to be used in the investigation of a problem;
• produce a research proposal which states the purpose of proposed marketing research in answer to a marketing problem.
|2.||apply marketing research theory and concepts to a range of marketing problems.||identify appropriate marketing research quantitative/qualitative tools in order to test an hypothesis.|
|3.||elucidate on the practical and theoretical aspects of conducting a marketing research project.||
• draw up a plan for conducting a marketing research project;
• interpret the results of the research undertaken;
• evaluate and review the methodologies used in the research.
|4.||• identify and suggest in writing approaches for solving a range of marketing problems;
• understand, apply and interpret appropriate statistical techniques to test an hypothesis;
• use a variety of appropriate electronic media, such as the Internet, e-mail, word processing packages and if relevant a presentational package;
• assess and review his/her approach to learning/research and achieving objectives.
• develop and write marketing research proposals and reports at a standard appropriate for the module;
• produce as part of a marketing research proposal recommendations for data analysis and interpretation relating to an hypothesis;
• use a variety of electronic media in the production of assessed work and when carrying out research;
• produce Gantt Charts and Time Scaled Pert Graphs or other appropriate management tools as part of the marketing research proposal.
Your achievement of the learning outcomes for this module will be tested as follows:
|Description||1500 to 2000 word Marketing Research Proposal|
Before taking this module you must have successfully completed the following:
No restrictions apply.
Burns, A.C. and Bush, R.F. (2004) Marketing Research, 4th Edition, Upper Saddle River, NJ : Pearson Prentice Hall
Chisnall, P.M. (2004) Marketing Research, 7th Edition, Cambridge: McGraw Hill Publishing Co.
Malhotra, N.K. and Birks D.F. (2006) Marketing Research: An Applied Approach, Updated Second European Edition, Harlow: FT Prentice Hall
McDaniel,C. and Gates, R. (2005) Marketing Research Essentials, 5th Edition, Hoboken, N.J.: John Wiley & Sons Inc.
Parasuraman, A., Grewal, D. and Krishnan, R. (2007) Marketing Research, 2nd Edition, Boston, Mass.: Houghton Mifflin
Proctor, T. (2005) Essentials of Marketing Research, 4th Edition, Harlow: FT Prentice Hall
Wilson, A. (2006) Marketing Research: An Integrated Approach, 2nd Edition, Harlow: FT Prentice Hall
|Host Subject Group:||Business Studies|
|User Name||Date Accessed||Action|