Modiwl ETB-2109:
Marketing Research
Marketing Research 2023-24
ETB-2109
2023-24
Bangor Business School
Module - Semester 2
10 credits
Module Organiser:
Debbie Gilliland
Overview
The role of marketing research; Defining a research problem, research question and objectives; Questionnaire design, measurement and scaling; Sampling; Quantitative analysis and the use of SPSS; Secondary data and use of databases; Qualitative methods including interviews, focus groups and observation; Qualitative analysis; Writing a research report; Causal research and an introduction to experiments. Big data.
Assessment Strategy
-threshold -C- to C+ (50-59%): Much of the relevant information and skills mostly accurately deployed. Adequate grasp of theoretical/conceptual/practical elements. Fair integration of theory/practice/information in the pursuit of the assessed work's objectives. Some evidence of the use of creative and reflective skills.
-good -B- to B+ (60-69%): Very good performance Most of the relevant information accurately deployed. Good grasp of theoretical/conceptual/practical elements. Good integration of theory/practice/information in pursuit of the assessed work's objectives. Evidence of the use of creative and reflective skills.
-excellent -A- to A+ (70%+): Outstanding performance. The relevant information accurately deployed. Excellent grasp of theoretical/conceptual/practice elements. Good integration of theory/practice/information in pursuit of the assessed work's objectives. Strong evidence of the use of creative and reflective skills.
-another level-C- to C+ (50-59%): Much of the relevant information and skills mostly accurately deployed. Adequate grasp of theoretical/conceptual/practical elements. Fair integration of theory/practice/information in the pursuit of the assessed work's objectives. Some evidence of the use of creative and reflective skills.
Learning Outcomes
- Recognise and demonstrate an understanding of sampling theory and concepts, as well as the merits of alternative techniques of sampling.
- Recognise and demonstrate an understanding of the role of primary and secondary data, and the different types of qualitative and quantitative data collection methods for the marketing research purpose.
- Recognise and demonstrate an understanding of the use of SPSS and associated statistical techniques in tackling basic marketing research problems.
- Recognise and demonstrate the importance of information and research in marketing decisions, and the stages involved in the marketing research process.
- Recognise and demonstrate the usefulness of different marketing research concepts and techniques, as well as the distinctions between exploratory, descriptive and causal research.
Assessment method
Exam (Centrally Scheduled)
Assessment type
Crynodol
Description
MCQ Test S2 1 hr
Weighting
40%
Assessment method
Report
Assessment type
Crynodol
Description
Individual report
Weighting
60%