| CODE | MRK4041 | ||||||
| TITLE | Advanced Marketing Research | ||||||
| UM LEVEL | 04 - Years 4, 5 in Modular UG or PG Cert Course | ||||||
| MQF LEVEL | Not Applicable | ||||||
| ECTS CREDITS | 6 | ||||||
| DEPARTMENT | Marketing | ||||||
| DESCRIPTION | Study-unit Aims: This study-unit seeks to help participants develop proficiency in identifying research problems, and understanding the steps required in formulating and implementing research programs. This unit seeks to provide a user-friendly approach to understanding: a) Qualitative analysis techniques used in typical marketing research; b) Advanced quantitative analysis techniques used in the marketing research industry. Learning Outcomes: 1. Knowledge & Understanding: By the end of the study-unit the student will understand: 1. Principles of designing qualitative data elicitation instruments; 2. Principles of qualitative data analysis applied in industrial contexts; 3. Univariate, bivariate and multivariate data analysis that have applications in market research settings. 2. Skills: By the end of the study-unit the student will be able to: 1) Distinguish between the different qualitative field approaches as well as plan and execute field work involving focus group discussion, face-to-face or telephone qualitative interviews; 2) Undertake qualitative data analysis using NVIVO or similar software: a) Coding of data using open, template, grounded theory and axial coding approaches; b) Category extraction of coded data (mind mapping); c) Concept mapping of coded data; d) Deducing and presenting qualitative findings. 3) Undertake advanced quantitative data analysis using SPSS software in a typical market research context: a) Univariate and bivariate analysis; b) Multivariate analysis. Main Text/s and any supplementary readings: Bazeley, P., Jackson, K., (2013). Qualitative Analysis with NVIVO. Sage Publications Ltd, London. Field, A. (2013). Discovering statistics using IBM SPSS Statistics. 4th Edn. Sage Publications Ltd, London. Flick, U. (2014). An introduction to qualitative research. 5th Edn. SAGE Publications Limited, London. Supplementary readings: Zikmund W.G., Babin, J., Exploring Marketing Research (2010), Cengage South-Western. |
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| STUDY-UNIT TYPE | Lecture, Seminar and Workshop | ||||||
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| LECTURER/S | Emanuel Said |
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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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