BM7402: Marketing Research

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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

On successful completion of this module the student should be able to:

1) Understand the nature and scope of marketing research and its role in supporting the design and implementation of successful marketing decisions

2) appreciate  the importance of, and the process used in, defining marketing research problems

3) Define research design, classify various designs, and explain the differences between exploratory and conclusive research design

4) Appraise, select and apply qualitative and quantitative data collection techniques that are appropriate to a given research problem and context

Learning and Teaching Activities
Assessment (For further details see the Module Guide) 001: 30% Coursework: Group work, presentation: Presentation: 20 minutes
002: 70% Coursework: Individual, standard written: Standard: 2625 words
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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