| CODE | MRK2208 | |||||||||
| TITLE | Introduction to Marketing Research | |||||||||
| UM LEVEL | 02 - Years 2, 3 in Modular Undergraduate Course | |||||||||
| MQF LEVEL | Not Applicable | |||||||||
| ECTS CREDITS | 3 | |||||||||
| DEPARTMENT | Marketing | |||||||||
| DESCRIPTION | The study-unit will follow the following outline: - Nature of marketing research; - Experiential design; - Constructing a questionnaire; - Measurement: Rating scales and attitude scales; - Survey techniques; - Secondary data; - Sampling; - Analysing data; - Writing a report. Study-unit Aims This study-unit gives the participants an overview of the marketing research process as part of the organisation’s decision support systems. The focus will however be on experiential and survey research. Students will learn to develop a questionnaire, code and enter data, to analyse data and finally prepare a managerial report that concisely and clearly summarises the results. Students are expected to learn how to successfully use and interpret statistics. The uses, and the limitations of specific statistics, and ‘hard data’ in general will be explored. Learning Outcomes 1. Knowledge & Understanding: By the end of the study-unit the student will be able to understand the relevance of marketing research as a tool for decision making purposes within different contexts and scenarios. Students will be able to draw up the research objectives; identify the areas and more specifically constructs to be measured, in particular by integrating context to the relevant theory. Students will also learn how to identify the various methods of sourcing the necessary data and understand the relevance of selecting the best methodologies in a given situation; analyse, interpret the data and draw up recommendations and conclusions for planning purposes and future action. 2. Skills: By the end of the study-unit the student will learn how to understand and objectively focus on areas which require measurement and assessment for stock-taking or monitoring purposes; identification of new business opportunities or improvement purposes. Students will also learn how to logically and systematically devise methodologies and apply research tools for collecting data; cross-tabulate data and information for profiling purposes; develop analytical and creative skills in interpreting and presenting data. Main Text/s and any supplementary readings 1) Iacobucci, D., Churchil, G.A., Marketing Research Methodological Foundations, South Western, Cengage Learning, 2010. 2) Zikmund, W.G., Babin, B.J. (2010), Exploring Marketing Research, South-Western Cengage Learning, 2010. For students to apply course material to current issues and promoting critical evaluation and debate, regular review of Marketing Journals and publications is recommended. Suggested periodicals include: - European Journal of Marketing - Journal of Marketing - Journal of International Marketing - Quarterly Review of Marketing |
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| STUDY-UNIT TYPE | Lecture | |||||||||
| METHOD OF ASSESSMENT |
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| LECTURER/S | Tanya Sammut Bonnici |
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The University makes every effort to ensure that the published Courses Plans, Programmes of Study and Study-Unit information are complete and up-to-date at the time of publication. The University reserves the right to make changes in case errors are detected after publication.
The availability of optional units may be subject to timetabling constraints. Units not attracting a sufficient number of registrations may be withdrawn without notice. It should be noted that all the information in the description above applies to study-units available during the academic year 2023/4. It may be subject to change in subsequent years. |
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