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.