Consumer and Market Analysis

Module title	Consumer and Market Analysis
Module code	BEM2044
Academic year	2022/3
Credits	30
Module staff	Dr Steven Boyne (Lecturer)

Duration: Term	1	2	3
Duration: Weeks	11	11

Number students taking module (anticipated)	230

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
Project management and consultancy research
Theory and how to use it. Data, sampling, specifying hypotheses and statistical analysis
Collecting data and managing data in SPSS
Parametric statistical tests 1: T-tests, ANOVA and Pearson’s Correlations
Nonparametric statistical tests: Mann-Whitney, Kruskal-Wallis, Kendall’s Tau and chi-square
Parametric statistical tests 2: Simple and Multiple Regression Analysis
Introducing Exploratory factory analysis (EFA) and Structural equation modelling (SEM)
Experimental research in marketing
Reporting statistical analyses and marketing research findings

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 and Diary Research
Ethnography, Netnography, Grounded Theory and Phenomenology
Analysis and interpretation: Content Analysis, Thematic Analysis, Discourse Analysis and the 'General Analytical Procedure', Working with NVivo
Experiencing, writing, and presenting consumer data, working with market research agencies

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

Scheduled Learning and Teaching Activities	Guided independent study	Placement / study abroad
118	182	0

Details of learning activities and teaching methods

Category	Hours of study time	Description
Scheduled Learning and Teaching Activity	118	Lectures/tutorials
Guided Independent Study	112	Reading and Research
Guided Independent Study	70	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 Report	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
Mid-term Exam	25	2 x 1000 words	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 report (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
Mid-term Exam (25%)	2 x 1000 words (25%)	1-7	August/September Reassessment Period

Indicative learning resources - Basic reading

TERM 1 QUANTITATIVE METHODS

Marketing and marketing research

Armstrong, G., Kotler, P., Harker, M., & Brennan, R. (2019). Marketing: an introduction (4th ed.). Harlow: Pearson Education. https://encore.exeter.ac.uk/iii/encore/record/C__Rb4124253

Burns, A. C., Veeck, A., & Bush, R. F. (2017). Marketing research. Pearson Education. https://encore.exeter.ac.uk/iii/encore/record/C__Rb3522699

Sarstedt, M., & Mooi, E. (2019). A Concise Guide to Market Research: The Process, Data, and Methods Using IBM SPSS Statistics. Berlin: Springer. http://encore.exeter.ac.uk/iii/encore/record/C__Rb4015242

Survey design and statistics

Dillman, D. A., Smyth, J. D., & Christian, L. M. (2014). Internet, phone, mail, and mixed-mode surveys: the tailored design method: John Wiley & Sons. http://encore.exeter.ac.uk/iii/encore/record/C__Rb3817690

Ho, R. (2017). Understanding statistics for the social sciences with IBM SPSS. CRC Press. http://encore.exeter.ac.uk/iii/encore/record/C__Rb3949482

Kraska-Miller, M. (2014). Nonparametric statistics for social and behavioral sciences. CRC Press. http://encore.exeter.ac.uk/iii/encore/record/C__Rb4268499

Consultancy

Haslam, S. (2017). Consulting skills for social researchers (1 ed.). Bristol University Press. https://encore.exeter.ac.uk/iii/encore/record/C__Rb3942961

Czerniawska, F. (2002). Value-based consulting. Palgrave. https://encore.exeter.ac.uk/iii/encore/record/C__Rb2626075

Web-based and electronic resources:

ELE – https://vle.exeter.ac.uk/course/view.php?id=13074

TERM 2 QUALITATIVE METHODS

Collis, J., & Hussey, R. (2021). Business research: A practical guide for undergraduate and postgraduate students (5th Edition). Red Globe Press. https://encore.exeter.ac.uk/iii/encore/record/C__Rb4489907

Malhotra, N. (2019). Marketing Research: An Applied Orientation (7th Edition). Pearson. https://encore.exeter.ac.uk/iii/encore/record/C__Rb4541236

McDaniel, C. & Gates, R.H. (2019). Marketing Research (11th Edition). Wiley. https://encore.exeter.ac.uk/iii/encore/record/C__Rb4543508

Wilson, A. (2018). Marketing Research Delivering Customer Insight (4th Edition). Bloomsbury. https://encore.exeter.ac.uk/iii/encore/record/C__Rb4541233

Key words search

Marketing Research, Consumers, Markets, Quantitative, Qualitative, Ethnography, Statistics, Survey Research, Analysis

Credit value	30
Module ECTS	15
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	26/02/2022