MAN-40122 - Contemporary Marketing Research

Coordinator: Rachel S Lee Tel: +44 1782 7 33112

Lecture Time: See Timetable...

Level: Level 7

Credits: 15

Study Hours: 150

School Office: 01782 733094

Programme/Approved Electives for 2020/21

None

Available as a Free Standing Elective

Co-requisites

None

Prerequisites

None

Barred Combinations

None

Description for 2020/21

This module provides an understanding of the role of marketing research in marketing decision making. It emphasises the needs of marketing managers to have relevant and timely information relating to their target markets and external environmental forces, at an appropriate cost, in order to inform marketing tactical and strategic decisions. Marketing research has an essential role to play in providing managers with vital information that will help them to focus their marketing planning efforts and to understand the environmental forces which influence their company's target markets. This module will equip the student with appropriate practical and employment skills.

Aims

This module aims to explore contemporary marketing research methods in practice, but solidly grounded on relevant academic theory. It will explore different digital and traditional marketing research tools and techniques and will examine the role of marketing research within both day to day and strategic activities. It will give students the opportunity for hands-on experience of research in the marketing environment but in the context of theoretical considerations behind different approaches to research. It will explore different research philosophies and their implications on study design, data collection, analysis and discussion.

Intended Learning Outcomes

demonstrate knowledge and understanding of the main digital and traditional methods used for marketing research: 1
demonstrate a critical understanding of research philosophies: 1
analyse marketing problems systematically and creatively and apply relevant tools to gather, analyse and synthesise information effectively, within a marketing context: 2
explain, evaluate and estimate the limitations of marketing research and demonstrate an understanding of ethical issues relating to marketing research: 2
hold a critical appreciation of the role of marketing research within the wider marketing planning process of businesses and other enterprises: 1
make well-informed choices from the various methodologies and methods available for marketing researchers: 2

Study hours

12 hours of lectures and 12 hours of workshops
10 hours of practical data gathering
50 hours of group work in preparation for group tasks and assessment
66 hours of individual/independent study for individual assessment

School Rules

None

Description of Module Assessment

1: Presentation weighted 30%
Group presentation
Working in groups of between 3 and 5, students will present their findings in a 15 minute formal presentation in terms of (1) secondary data and (2) exploratory qualitative interviews undertaken by group members, with themes identified for further exploration. This will include discussion of the ethical considerations and limitations of qualitative research. Peer group assessment applies of up to 10%.

2: Research Report weighted 70%
Individual marketing/consumer research report
Following the gathering and analysis of secondary data and of qualitative interviews, the second stage of the process is the collection and analysis of survey data via a statistical package and the production of an analytical research report on the findings of around 2,500 words. This will include justification of the methods chosen as well as highlighting limitations and ethical considerations.

MAN-40122 - Module Specification Keele Business School Faculty of Humanities and Social Sciences

MAN-40122 - Module Specification
Keele Business School
Faculty of Humanities and Social Sciences