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Marketing Research (EBMV231)
This module is presented as follows in 2024:
Syllabus
PURPOSE
The general purpose of this module is to acquire the applicable knowledge, understanding and application possibilities of the important role and function of marketing research. The focus of the module is on using marketing research for strategic business decision-making to gain a competitive advantage by analysing the market structure, customer needs, preferences and demand to develop new products or services.
LEARNING OUTCOMES
• Describe the role of marketing research in strategic business decision-making and for gaining competitive advantage in the marketplace
• Compare and contrast approaches for analysing market structure, consumer needs, preferences and demand and developing new products or services
• Conduct preliminary marketing research and distinguish between primary and secondary sources of data
• Identify root questions, formulate related research problems and define associated research objectives
• Prepare a research design best suited to obtain the required data or information for meeting a specific research objective and/or problem
• Select and evaluate the suitability of research instruments
• Plan and execute a sampling strategy, including an incentive and recruiting plan
• Conduct a survey and collect, analyse and present data
• Present and communicate research results
• Prepare a research proposal appropriate for specific marketing research project
• Prepare a basic marketing research report.
CORE CONTENT
• Perspectives of marketing research.
• Overview of the marketing research process.
• Problem definition and research objectives.
• Research design and proposal.
• Collection of secondary data.
• Measurement and questionnaire design.
• Collecting primary data: quantitative techniques.
• Collecting primary data: qualitative techniques.
• Designing the sample plan.
• Preparing and processing primary data.
• Exploring data analysis.
• The research report.
Evaluation criteria
100% Continuous assessment:
• 2x Semester tests (Final mark weight = 20%)
• 4x Quizzes (Final mark weight = 20%)
• 4x Assignments (Final mark weight = 24%)
• 1x Marketing research proposal (Final mark weight = 10%)
• 1x Research proposal presentation (Final mark weight = 6%)
• 1x Marketing research report (Final mark weight = 20%)
MODERATION
Internal.
Prerequisites
• Introduction to the Business Functions (EB122)
Evaluation criteria
Evaluation criteria
100% Continuous assessment:
• 2x Semester tests (Final mark weight = 20%)
• 4x Quizzes (Final mark weight = 20%)
• 4x Assignments (Final mark weight = 24%)
• 1x Marketing research proposal (Final mark weight = 10%)
• 1x Research proposal presentation (Final mark weight = 6%)
• 1x Marketing research report (Final mark weight = 20%)
Prerequisites
None