Module Database Search

Module Title
Appraisal Of Current Market Research
Reference BS4444 Version 2
Created February 2017 SCQF Level SCQF 10
Approved June 2017 SCQF Points 15
Amended ECTS Points 7.5

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:
1 Critically analyse and discuss the principles and decisions underlying market research.
2 Analyse and discuss in-depth how companies develop market research strategies
3 Evaluate the role, possibilities and limitations of marketing research and marketing information systems in the formulation and implementation of marketing strategy.
4 Analyse and interpret primary and secondary data and use the results to produce a professional marketing research report.
5 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.

Module 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.

Indicative Student Workload Full Time Part Time
Contact Hours 36 36
Non-Contact Hours 114 114
Placement/Work-Based Learning Experience [Notional] Hours N/A N/A
TOTAL 150 150
Actual Placement hours for professional, statutory or regulatory body    

If a major/minor model is used and box is ticked, % weightings below are indicative only.
Component 1
Type: Coursework Weighting: 100% Outcomes Assessed: 1, 2, 3, 4, 5
Description: Component 1 assessment comprises a report

Explanatory Text
The module is assessed by one component: C1 - Coursework - 100% weighting. Module Pass Mark = Grade D (40%)
Module Grade Minimum Requirements to achieve Module Grade:
A 70% or above
B 60% - 69%
C 50% - 59%
D 40% - 49%
E 35% - 39%
F 0% - 34%
NS Non-submission of work by published deadline or non-attendance for examination

Module Requirements
Prerequisites for Module None in addition to SCQF 10 entry requirements
Corequisites for module None.
Precluded Modules None.

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.

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.

Robert Gordon University, Garthdee House, Aberdeen, AB10 7QB, Scotland, UK: a Scottish charity, registration No. SC013781