BM7402: Marketing Research


Please note this module descriptor is indicative of the structure of this course and may be subject to change.

BM7402: Marketing Research

Module Title Marketing Research
Module Code BM7402
Module Tutor Xian (Lily) Wang
School Business School
CAT Points 15
Level of Study 7
Brief Description

This module examines the role of information in a commercial context, and reviews the approaches, tools and techniques by which organisations can generate and apply knowledge. After identifying the role of information in the strategic decision-making process, the module reviews a wide variety of methods for collecting, analysing and using data, from commercial marketing information systems to academic research projects.

Indicative Syllabus

Marketing research context

Defining the marketing research problem and developing a research proposal

Research design

Collecting and analysing quantitative data

Collecting and analysing qualitative data

Managing research project

Research ethics

Learning Outcomes

A student passing this module should be able to:

1. Appreciate the relationships between marketing, consumption and customer behaviour;
2. Be cognisant of the ethical controversies surrounding consumption;
3. Understand the significance of brands to customers' lives;
4. Appreciate the key influences on customers and their behaviour;
5. Be aware of the influences of stakeholders and inter-organisational relationships on organisational buying behaviour;
6. Comprehend the theories explaining customer and organisational buying behaviour and understand how they can be used to inform marketing practice.

Learning and Teaching Activities
Assessment (For further details see the Module Guide) 001: 60% Coursework: Individual, standard written: 2000 words
002: 40% Coursework: Group work, presentation: 20 minutes
Special Assessment Requirements
Indicative Resources The current reading list can be found in the Module Guide, which your lecturer should make available via Moodle.

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