Consumer and Market Analysis

Module title	Consumer and Market Analysis
Module code	BEM2044
Academic year	2021/2
Credits	30
Module staff	Dr Steven Boyne ()

Duration: Term	1	2	3
Duration: Weeks	11	11

Number students taking module (anticipated)	152

Module description

Summary:

This module seeks to develop an interdisciplinary, theoretically informed understanding of quantitative and qualitative research which recognises the importance of researching consumers and markets and their behaviour using appropriate methods. Marketing research is of primary importance for those wishing to pursue a career in marketing, advertising, or market research.

Internationalisation

Case studies and examples from a range of markets will enhance students’ understanding of international issues affecting the design and implementation of quantitative and qualitative marketing research.

Employability

Students will learn how to conduct a consumer research study and how to analyse rich and in-depth consumer data using appropriate methods. This will develop their practical and problem-solving skills and enhance their own marketability for future employment.

Module aims - intentions of the module

To expose students to the range of quantitative and qualitative research approaches appropriate for the study of consumers and markets.
To develop skills in designing and implementing appropriate consumer and market research studies to successfully address practical management problems.
To develop skills in analysing and interpreting consumer and market research data to support marketing decision-making.

Intended Learning Outcomes (ILOs)

ILO: Module-specific skills

On successfully completing the module you will be able to...

1. plan and implement quantitative and qualitative research for marketing;
2. demonstrate knowledge and skills of analysing and interpreting consumer and market data.

ILO: Discipline-specific skills

On successfully completing the module you will be able to...

3. demonstrate knowledge of literature and concepts in consumer and market research and related fields;
4. demonstrate an understanding of the interactions between consumer research and marketing decision making.

ILO: Personal and key skills

On successfully completing the module you will be able to...

5. develop communication skills, including negotiation, argumentation, and written presentation;
6. develop key practical skills in research planning, implementation and analysis;
7. apply technological tools to strategically source, process, and communicate consumer and market data.

Syllabus plan

Term 1

Introduction to Quantitative Marketing Research.
Quantitative Marketing Research: Process and Research Design.
Sources, methods and challenges and limitations of Quantitative Marketing Research.
Quantitative Data Collection Techniques: Survey and Experimental Design.
Quantitative Data Collection Techniques: Sampling.
Quantitative Data Analysis: SPSS: Data Exploration: Graphical profiling, missing values, and outliers.
Quantitative Data Analysis: SPSS Testing assumptions.
Quantitative Data Analysis: SPSS Correlation and Covariance.
Quantitative Data Analysis: SPSS ANOVA.
Quantitative Data Analysis: SPSS Simple and Multiple Regression Analysis.
Experiencing, writing, and presenting quantitative data.

Term 2

Introduction to Qualitative Marketing Research and Research Philosophy.
Qualitative Marketing Research: Process and Research Design.
Sources, methods and challenges and limitations of Qualitative Marketing Research.
Qualitative Data Collection Techniques: Interviews.
Qualitative Data Collection Techniques: Focus Groups.
Qualitative Data Collection Techniques: Observations, Ethnography, and Netnography.
Qualitative Data Analysis: Thematic Analysis and Interpretation.
Experiencing, writing, and presenting consumer data.

Learning activities and teaching methods (given in hours of study time)

Scheduled Learning and Teaching Activities	Guided independent study	Placement / study abroad
64	236	0

Details of learning activities and teaching methods

Category	Hours of study time	Description
Scheduled Learning and Teaching Activity	64	Lectures/tutorials
Guided Independent Study	172	Reading and Research
Guided Independent Study	64	Essay Writing

Formative assessment

Form of assessment	Size of the assessment (eg length / duration)	ILOs assessed	Feedback method
Discussion Q&A	During tutorials	1-7	In class oral feedback

Summative assessment (% of credit)

Coursework	Written exams	Practical exams
50	50	0

Details of summative assessment

Form of assessment	% of credit	Size of the assessment (eg length / duration)	ILOs assessed	Feedback method
Individual Assignment: Data-based project.	25	2,000 words	1-7	Written feedback
MCQ Exam	25	50 MCQs (1 hour)	1-7	Written feedback
Individual Assignment: A focused topic essay or individual case study.	25	2,000 words	1-7	Written feedback
Exam	25	2 questions out of 6	1-7	Written feedback
	0
	0
	0

Details of re-assessment (where required by referral or deferral)

Original form of assessment	Form of re-assessment	ILOs re-assessed	Timescale for re-assessment
Individual Assignment: Data-based project. (25%)	2,000 words (25%)	1-7	August/September Reassessment Period
MCQ Exam (25%)	50 MCQs (25%) (1 hour)	1-7	August/September Reassessment Period
Individual Assignment: A focused topic essay or individual case study (25%)	Individual assignment (25%) 2,000 words	1-7	August/September Reassessment Period
Exam (25%)	Exam (25%) 2,000 words	1-7	August/September Reassessment Period

Indicative learning resources - Basic reading

Course pack (selected journal articles)

Key words search

Marketing Research, Consumers, Markets, Quantitative, Qualitative, Ethnography

Credit value	30
Module ECTS	7.5
Module pre-requisites	BEM1019 Fundamentals of Marketing
Module co-requisites	None
NQF level (module)	5
Available as distance learning?	No
Origin date	01/03/2018
Last revision date	08/12/2021