Availabilities:
Unit Summary
Anti-requisites
MAT00400 Research Methods
Unit aim
Aims to cover all aspects of the marketing research process as an aid to improved decision making within the organisation. Topics covered include the requirements of scientific method, sources of data, data collection methods and techniques, analysis and presentation of data and results; with careful consideration of the limitations of different methods and techniques. Emphasis is on practical application to “real life” situations.
Unit content
Module 1: Introduction to the marketing research process/ problem definition
Module 2: The research design
Module 3: Measurement and questionnaire design
Module 4: Sampling and fieldwork
Module 5: Data analysis
Module 6: Communicating the research results
Learning outcomes
Unit Learning Outcomes express learning achievement in terms of what a student should know, understand and be able to do on completion of a unit. These outcomes are aligned with the graduate attributes. The unit learning outcomes and graduate attributes are also the basis of evaluating prior learning.
| On completion of this unit, students should be able to: | |
|---|---|
| 1 | develop the ability to translate a marketing problem into a feasible research question |
| 2 | obtain a working knowledge of the concepts and methods of marketing research |
| 3 | demonstrate expertise in designing a marketing research project to address a real-life marketing problem. |
On completion of this unit, students should be able to:
- develop the ability to translate a marketing problem into a feasible research question
- obtain a working knowledge of the concepts and methods of marketing research
- demonstrate expertise in designing a marketing research project to address a real-life marketing problem.
Prescribed texts
- Burns, AC & Bush, RF, 2017, Marketing Research (International Edition), 8th edn, Pearson Education, Edinburgh Gate (England). ISBN: 13: 9781292153261.