Consumer and Market Analysis
| Module title | Consumer and Market Analysis |
|---|---|
| Module code | BEM2044 |
| Academic year | 2024/5 |
| Credits | 30 |
| Module staff | Dr Steven Boyne (Convenor) Professor Michael Rowlinson (Convenor) |
| Duration: Term | 1 | 2 | 3 |
|---|---|---|---|
| Duration: Weeks | 11 | 11 | 0 |
| Number students taking module (anticipated) | 190 |
|---|
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:
- Choosing a Qualitative Research Topic
- Searching the Research Literature
- Interviews
- Observation and Ethnography
- Online Observation and Netnography
- Reviewing the Research Literature - Interpretation and Theory
- History and Archives
- Focus Groups and Projective Methods
- Analysing Qualitative Data – Coding and Discourse Analysis
- Presentation and Referencing for a Literature Review
Learning activities and teaching methods (given in hours of study time)
| Scheduled Learning and Teaching Activities | Guided independent study | Placement / study abroad |
|---|---|---|
| 40 | 260 | 0 |
Details of learning activities and teaching methods
| Category | Hours of study time | Description |
|---|---|---|
| Scheduled learning and teaching activity | 40 | Lectures/tutorials |
| Guided independent study | 200 | Reading, research and essay writing |
| Guided independent study | 60 | Asynchronous ELE page study and learning activities |
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 |
| Interactive mentimeter quizzes | During lectures | 1, 2, 3, 4, 6 and 7 | In-class oral and presentation slides |
| Mid-term online (ELE) practice multiple-choice question (MCQ) quiz | Online but not timed | 1, 2, 3, 4, 6 and 7 | ELE and in-class |
Summative assessment (% of credit)
| Coursework | Written exams | Practical exams |
|---|---|---|
| 92 | 8 | 0 |
Details of summative assessment
| Form of assessment | % of credit | Size of the assessment (eg length / duration) | ILOs assessed | Feedback method |
|---|---|---|---|---|
| Coursework (term 1-individual assignment) | 42 | 2000 words | 1-7 | Written feedback |
| MCQ exam (term 1) | 8 | 40 MCQs (45 mins) | 1-7 | Correct answers are released after the quiz is closed and the grades are moderated |
| Coursework A (term 2 -individual assignment) | 20 | 1500 words | 1-7 | Written feedback |
| Coursework B (term 2 -individual assignment) | 30 | 2000 words | 1, 2, 3, 4, 5 and 6 | Written feedback |
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 (42%) | 2000 words (42%) | 1-7 | Reassessment period |
| MCQ exam (8%) | 40 MCQs (8%) (45 mins) | 1-7 | Reassessment period |
| Coursework A (term 2- individual assignment (20%) | 1500 words(20%) | 1-7 | Reassessment period |
| Coursework B (term 2- individual assignment (30%) | 2000 words (30%) | 1, 2, 3, 4, 5 and 6 | 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.
- Burns, A. C., Veeck, A., & Bush, R. F. (2017). Marketing research. Pearson Education.
- Sarstedt, M., & Mooi, E. (2019). A Concise Guide to Market Research: The Process, Data, and Methods Using IBM SPSS Statistics. Berlin: Springer.
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.
- Ho, R. (2017). Understanding statistics for the social sciences with IBM SPSS. CRC Press.
- Kraska-Miller, M. (2014). Nonparametric statistics for social and behavioral sciences. CRC Press.
- Sarstedt, M., & Mooi, E. (2019). A Concise Guide to Market Research: The Process, Data, and Methods Using IBM SPSS Statistics. Berlin: Springer.
Consultancy:
- Haslam, S. (2017). Consulting skills for social researchers (1 ed.). Bristol University Press.
- Czerniawska, F. (2002). Value-based consulting. Palgrave.
TERM 2 QUALITATIVE METHODS:
- Collis, J., & Hussey, R. (2021). Business research: A practical guide for undergraduate and postgraduate students (5th Edition). Red Globe Press.
- Malhotra, N. (2019). Marketing Research: An Applied Orientation (7th Edition). Pearson.
- McDaniel, C. & Gates, R.H. (2019). Marketing Research (11th Edition). Wiley.
- Wilson, A. (2018). Marketing Research Delivering Customer Insight (4th Edition). Bloomsbury
Web-based and electronic resources:
ELE – https://ele.exeter.ac.uk/course
Indicative learning resources - Other resources
None
| 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 | 14/03/2024 |
