Marketing Analysis and Research
| Module title | Marketing Analysis and Research |
|---|---|
| Module code | BEMM115 |
| Academic year | 2024/5 |
| Credits | 15 |
| Module staff | Dr Ashley Luckman (Convenor) |
| Duration: Term | 1 | 2 | 3 |
|---|---|---|---|
| Duration: Weeks | 11 |
Module description
This module aims to provide knowledge on the qualitative and quantitative methodologies used in market research, which provides a foundation to understand markets and consumers. A variety of qualitative and quantitative data collection and data analysis methods for descriptive, causal, and exploratory research designs will be discussed and compared, alongside the utilisation of these techniques in market research. The research design process (problem identification, proposal writing) will also be taught.
Additional Information:
Internationalisation
This is a research methodology course which covers quantitative and qualitative research which is relevant across countries. You will be taught methodologies like interviews, experiments, and quantitative research and how these methods are used in countries with different cultures.
All of the resources for this module are available on the ELE (Exeter Learning Environment).
Employability
You will develop skills that will help you perform data collection for organisations and will equip you to work for market research organisations using the methodologies taught in this module.
Module aims - intentions of the module
The aim of this module is to provide knowledge of research methodologies used in market research, which provides a foundation for understanding consumers and marketplace behaviours. In addition to methodological approaches; an emphasis will be placed upon the research design process (problem identification, research question development, proposal writing), as well as the ethical aspects of market research.
Intended Learning Outcomes (ILOs)
ILO: Module-specific skills
On successfully completing the module you will be able to...
- 1. Critically evaluate academic and commercial research findings
- 2. Correctly select, perform and interpret statistical tests;
- 3. Evaluate and design a basic marketing or consumer research study
ILO: Discipline-specific skills
On successfully completing the module you will be able to...
- 4. Select and synthesise relevant material from a wide and deep body of empirical research
- 5. Be aware of current ethical responsibilities and codes of conduct when engaging in marketing research
ILO: Personal and key skills
On successfully completing the module you will be able to...
- 6. Critically assess competing theories and research paradigms
- 7. Develop methodological skill sets that will enable you to undertake independent research
- 11. an ability to work within diverse groups
Syllabus plan
The following is indicative of the types of subjects that will be taught throughout the course of the term:
-
Introduction to research methods in marketing
-
Research Ethics
-
Quantitative Research Methods
-
Hypotheses Testing and Sampling
-
Research Design and Validity
-
Regression Analysis
-
Measurement and Operationalization
-
Qualitative Research Methods
-
Focus Groups
-
Interviews
-
Writing a Research Proposal
Learning activities and teaching methods (given in hours of study time)
| Scheduled Learning and Teaching Activities | Guided independent study | Placement / study abroad |
|---|---|---|
| 20 | 130 | 0 |
Details of learning activities and teaching methods
| Category | Hours of study time | Description |
|---|---|---|
| Scheduled Learning and Teaching | 10 | Lectures |
| Scheduled Learning and Teaching | 10 | Seminars and lab sessions/Workshops |
| Guided independent study | 130 | Reading, research. preparation for assignments |
Formative assessment
| Form of assessment | Size of the assessment (eg length / duration) | ILOs assessed | Feedback method |
|---|---|---|---|
| Group discussion | During seminars | 1-7 | In class verbal feedback |
| Interactive quizzes | During labs and lectures | 1, 2, 5-7 | In class verbal feedback |
Summative assessment (% of credit)
| Coursework | Written exams | Practical exams |
|---|---|---|
| 75 | 25 | 0 |
Details of summative assessment
| Form of assessment | % of credit | Size of the assessment (eg length / duration) | ILOs assessed | Feedback method |
|---|---|---|---|---|
| Individual assignment | 75 | 2500 words | 1-7 | Individual feedback |
| Timed quiz | 25 | 1 hour | 1, 2, 5, 7 | Individual 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 assignment | Individual assignment (75%) - 3000 words | 1-7 | Referral/Deferral Period |
| Timed quiz | 1 hour examination (25%) | 1, 2, 5-7 | Referral/Deferral period |
Indicative learning resources - Basic reading
Basic reading:
Malhotra, N.K., Nunan, D. & Birks, D.F. (2020). Marketing Research: An Applied Orientation.
Web-based and electronic resources:
ELE – College to provide hyperlink to appropriate pages
| Credit value | 15 |
|---|---|
| Module ECTS | 7.5 |
| Module pre-requisites | None |
| Module co-requisites | None |
| NQF level (module) | 7 |
| Available as distance learning? | No |
| Origin date | 17/07/2014 |
| Last revision date | 25/03/2024 |
