Overview

The module will be structured in part around the research process stages including: 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.

Another main focus of the module will be introducing students to customer relationship management (CRM) processes. This includes covering the business objectives of CRM; the importance of customer loyalty and customer Lifetime Value (CLV) and related relationship concepts and how these relate to the customer lifecycle with particular emphasis on customer retention and relationship development. The effective use of customer data and analytics to manage customer relationships. Managing unsatisfactory customer experiences.

Assessment Strategy

-threshold -D- to D+ (40-49%): No major omissions or inaccuracies in the deployment of information/skills. Some grasp of theoretical/conceptual/practical elements. Integration of theory/practice/information present intermittently in pursuit of the assessed work's objectives. -good -B- to B+ (60-69%): 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

• Demonstrate an ability to explain and discuss sampling theory and concepts, as well as the merits of alternative techniques of sampling.

• Demonstrate an ability to explain and discuss the importance of information and research in marketing decisions, the stages involved in the marketing research process, and the usefulness of different marketing research concepts and techniques.

• Demonstrate an ability to explain and discuss the relevance of key concepts (loyalty, customer lifetime value, retention) related to customer relationship management (CRM), and the key challenges faced by marketers in managing customer retention and experiences.

• Demonstrate an ability to explain and discuss the roles of primary and secondary data, and the different types of qualitative and quantitative data collection methods for the marketing research and CRM purposes.

• Examine the role of customer relationship management (CRM) data and CRM metrics (e.g., customer Lifetime value, customer retention rate) in the implementation of a CRM approach.

• Use Statistical Package for the Social Sciences (SPSS) and associated statistical techniques to tackle basic marketing research problems.