Marketing Research
MODULE CODE
CREDIT VALUE
Module Aims
Aim 1
This module introduces key concepts and methods in marketing research and the analysis of marketing problems. The aim of MK2206 is to equip students with an appreciation of the role of marketing research in the business environment. The module covers both qualitative and quantitative research methods and their application in marketing research, which provides a foundation to understand markets and consumers. Module assessments are based on developing a research proposal, planning and conducting a marketing research project for a live research brief.
Module Content
• Review of the marketing research process; management of research projects
• Designing a research project
• Taking a client brief
• Defining the research problem as it relates to the business problem
• Preparing a research proposal
• Sampling: Design and procedures
• Secondary research: Data collection and analysis
• Planning and conducting qualitative research
• Analysing qualitative data
• Planning and conducting quantitative research
• Analysing quantitative data
• Ethics and practice of research
• Writing a research report and giving an oral presentation of it to the client
Learning Outcomes
On successful completion of this module, a student will be able to:
Teaching Methods
Learning takes place in a three-hour weekly lecture and seminar series. Module tutor covers the theories in the lectures and students engage in discussion or practical tasks and exercises in interactive seminars. The module will be delivered at UCLan Preston City campus.
In this module students will develop a research proposal and conduct a research for a live project so students need to do a field research to collect qualitative and quantitative data for their research project.
Assessment Methods
This module is assessed through a Research proposal (individual) (40%) and a Research project (Group Work) (60%).
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Compulsory
