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BUSI2351: Marketing Research Methods

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Type	Tied
Level	2
Credits	20
Availability	Available in 2023/24
Module Cap	None.
Location	Durham
Department	Management and Marketing

Prerequisites

BUSI1131 Marketing Principles

Corequisites

None

Excluded Combinations of Modules

None.

Aims

The module aims to:
To provide students with the knowledge and skills to conduct market research, to understand why it is important, when it is important, and which techniques to use, depending on the needs of a marketing project.
To address analytical and collaborative mindsets.

Content

Introduction to marketing research.
Marketing research background.
Marketing information system (MIS).
The marketing research process.
Types of marketing research.
Marketing research data.
Secondary data in marketing research.
Qualitative marketing research methods.
Quantitative marketing research methods.
Measurement and scaling.
Design of marketing research surveys.
Developing a sampling plan.
Data collection.
Data analysis.
Report preparation and presentation.

Learning Outcomes

Subject-specific Knowledge:

Knowledge of how market research can be used to inform marketing management decision making.
Knowledge of key marketing research concepts, frameworks, methodologies, and tools.
Construct and outline marketing research projects, in order to meet specific managerial information needs.
Gather, validate, and analyse data, using marketing research concepts, frameworks, methodologies, and tools.
Recommend and justify managerial responses, activities, and actions to marketing research problems.

Subject-specific Skills:

Ability to construct marketing research projects to meet specific managerial needs.
Ability to apply appropriate marketing research techniques effectively in a marketing research project.

Key Skills:

Communication of research reports, both written and verbally.
Increased statistical competence through analysis of data.
Interpersonal and teamworking skills.
Computer literacy: increased competence with statistical packages such as SPSS.

Modes of Teaching, Learning and Assessment and how these contribute to the learning outcomes of the module

Teaching is via lectures and seminars. Learning takes place through attendance at lectures, preparation for and participation in seminars, and private study. Formative assessment is by means of one group presentation.
Summative assessment is by one one individual marketing research report.

Teaching Methods and Learning Hours

Activity	Number	Frequency	Duration	Total
Lectures	10	weekly	2 hours	20
Seminars	4	Fortnightly	1 hour	4
Preparation and Reading				176
Total				200

Summative Assessment

Component: Written Assignment		Component Weighting: 100%
Element	Length / Duration	Element Weighting	Resit Opportunity
Market Research Report	4000	100	Same

Formative Assessment

A group presentation: to present a market research proposal orally.

More information

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