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Market Research Techniques Module Details

Module Title Module Code Term(s) in which to be offered Status Pre-requisite : : : : : Market Research Techniques CZBB9016 Year 2 Term 3 Core (1) Principles of Marketing, and (2) Business Statistics

Module Aims

This module introduces a range of marketing research techniques and describes how each stage of the research process is conducted whilst at the same time considers the strengths and weaknesses of each technique. This module brings the practical aspects of marketing research into the classroom.

Expected Learning Outcomes

Students completing the module will be able to: 1. Define, classify and differentiate between different research designs and outline the environmental factors affecting the definition of the research problem and different approaches to quantitative and qualitative research; 2. Outline, apply and defend choices of research methodology in different circumstances; 3. Design and conduct, or analyse research project(s) to demonstrate an understanding of: 4. Different measurement techniques; 5. Different sampling techniques; 6. Questionnaire design

Learning and Teaching Strategies

The key concepts, methods and techniques will be introduced in lectures but students will be expected to work cooperatively in groups and work on both individual and team activities. The module may include the will incorporate case studies and the analysis of real world examples, and may include guest speakers. Students will be given opportunities to present findings orally and in written forms.

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Assessment Framework

Assessment Number Assessment 1 Assessment 2 Assessment 3 Total Outcomes Assessed 1, 2 1- 3 All Method of Assessment Written Assignment Written Assignment Examination Weighting 20% 30% 50% 100% Duration (if exam) Word Count (if coursework) 1,000 to 1,500 1,000 to 1,500

3 hours

* Examination date and format, if...