This Module Aims to introduce the student to the nature and process of marketing research methods and it's implementation in marketing related activities.
Marketing Research and The Marketing Information System
Components of marketing research, The role of marketing research within the MIS, Access to Data, Marketing research and decision making - Product Development, Consumer Behaviour, Advertising, Brand Creation. Marketing research services, Limitations of research
The MR Process and Problem Definition
Stages of the research process. Definition of research problem, identification of information needs, Setting research objectives, Resources and Timing, The Marketing research Proposal.
Research Design & Methodology decisions
Research Design: Creating a blueprint for the research study. The importance of secondary research, Research methodologies: Qualitative research (Focus groups, Depth Interviews and Projective Techniques) and Quantitative Research (Survey, Observation and Experimentation).Triangulation of data and the "Big Data" approach.
Measurement and Scaling:
Types of Measurement scales – comparative and non-comparative, the use of attitude scales. Approaches to questioning, Rules for Questionnaire Design, Question types and data analysis
The Sampling Process
The importance of sampling to the MRP, The sampling process, Probability and Non Probability based approaches, Sampling decisions and methodology,Fieldwork, Sample Size Determination.
Data Management & Analysis
The preparation of data for analysis (Data coding, validation, and editing). The use of statistical analysis (in particular SPSS). Setting Up and Inputting data, Fundamental data analysis: Frequency tables, Cross-tabulations, graphs etc. Analysis, Reporting and Communication of results. Ethics in Research.
| Module Content & Assessment | |
|---|---|
| Assessment Breakdown | % |
| Other Assessment(s) | 40 |
| Formal Examination | 60 |