| CODE | MRK1201 | |||||||||
| TITLE | Marketing Research | |||||||||
| UM LEVEL | 01 - Year 1 in Modular Undergraduate Course | |||||||||
| MQF LEVEL | Not Applicable | |||||||||
| ECTS CREDITS | 6 | |||||||||
| DEPARTMENT | Marketing | |||||||||
| DESCRIPTION | Objectives The focus of this study-unit is to provide an in-depth treatment of marketing research in an applied context. It emphasises the relationship between decision-making and information, systematically discuss the management of the marketing research process, and train the participants in the preparation and presentation of a marketing research report. Content The study-unit will be organised around the following topics: - The nature and scope of marketing research; - Decisions and information; - Managing the Research Process – problem recognition and research design; - Primary versus secondary data; - Modes of data collection; - Questionnaire construction; - Measurement and scaling; - Sampling concepts and fundamentals; - Data analysis; - Qualitative Research; - Effectively communicating research results; - Specific Research Applications – Continuous marketing research, Innovation and test marketing, Advertising media and lifestyle research, Business-to-business research, International marketing research. Reading List - Zikmund, W.G., Babin, B.J. (2010), Exploring Marketing Research, South-Western Cengage Learning, 2010. |
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| STUDY-UNIT TYPE | Lecture | |||||||||
| METHOD OF ASSESSMENT |
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| LECTURER/S | Miriam Pocock |
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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 Units not attracting a sufficient number of registrations may be withdrawn without notice.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 2025/6. It may be subject to change in subsequent years. |
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