|Prerequisites for Module|
None in addition to SCQF 10 entry requirements
Aims of Module
To provide the student with the ability to critically investigate a range of market research issues relevant to the main course discipline and evaluate their contribution to industry practice.
Learning Outcomes for Module
On completion of this module, students are expected to be able to:
||Critically analyse and discuss the principles and decisions underlying market research.|
||Analyse and discuss in-depth how companies develop market research strategies|
||Evaluate the role, possibilities and limitations of marketing research and marketing information systems in the formulation and implementation of marketing strategy.|
||Analyse and interpret primary and secondary data and use the results to produce a professional marketing research report.|
||Use SPSS to facilitate quantitative data analysis.|
Indicative Module Content
In order to achieve its objectives, an organisation must understand and stay close to its customers, to provide goods and services in such a way, time and place and at such a price they will purchase them. Companies today use sophisticated approaches to understand the markets in which they operate, and to understand their customers and their consumers. The module provides a vehicle for studying a wide range of current/topical market research issues: The nature, role and function of marketing research, market research processes and methods, secondary research,primary research, survey design, sampling methods, data collection, analysis and interpretation,critical evaluation of data sources,preparation of market research reports.
|Indicative Student Workload|
Mode of Delivery
The module is based on core lectures with supporting small group student-centred tutorial/workshop sessions where students will practice and apply skills. Students are expected to consolidate learning by directed and private study.
||Learning Outcomes Assessed|
|Component 1 ||1,2,3,4,5|
This module will have one coursework assessment to produce a detailed market research report on a named live product or service.
|1.||CHISNALL, P., 2005. Marketing research. 7th ed. Maidenhead: McGraw Hill.|
|2.||MALHOTRA, N., 2012. Marketing research: an applied approach. 4th ed. New Jersey: Prentice Hall.|
|3.||MCDANIEL, C., and GATES, R., 2010. Marketing research with SPSS. 8th ed. New Jersey: Wiley.|
|4.||MCGIVERN, Y., 2013. The Practice of market and social research. 4th ed . Harlow: Prentice Hall.|
|5.||SHIU, E., HAIR, J., BUSH, R. and ORTINAU, D., 2009. Marketing research. Maidenhead: McGraw Hill.|
The listed Journals will contribute a valuable source of relevant information for this module:
Journal of Marketing Research;
Journal of Consumer Research;
Journal of Advertising Research;
Qualitative Market Research: An International Journal.