Module Description:
This module builds on a foundation of the Marketing Research and presents students with a thorough grounding in primary data collection methods.
Module aim
The aim of this module is that students will gain a thorough understanding of the process of primary data collection. They will become aware of a wide variety of primary research approaches and techniques and gain practice in application of some techniques through group and individual project work.
Primary Research objectives and rationale
Sampling theory and practice
Quantitative Research Designs and Analysis
Questionnaire Design
Measurement and Scaling
Data preparation for analysis
Introduction to SPSS Survey, Observation and Experiments
Fieldwork and Quality Control
Qualitative Research Designs and Analysis
Focus groups
Projective Techniques
Depth Interviews
Reports and their presentation
While much of the subject matter will be presented using lectures, the essential thrust of this course is to focus on the student's own primary research needs and to demonstrate how professional researchers have approached these issues. Where available, video presentations and guest lecturers will illustrate the techniques as they are currently practiced. Weekly tutorials will be given to apply the theory in practical exercises along with workshops to assist in their assessment requirements. Workshops on questionnaire design, sampling will be undertaken, as will trial interviewing.
| Module Content & Assessment | |
|---|---|
| Assessment Breakdown | % |
| Other Assessment(s) | 100 |