Customer Insight & Marketing Analytics
Run by Bangor Business School
30.000 Credits or 15.000 ECTS Credits
Organiser: Prof Louise Hassan
Overall aims and purpose
To complete an extended marketing research activity focusing on key marketing outcomes, and to make relevant recommendations to relevant stakeholders. To acquire and develop quantitative (SPSS) data analysis skills applied to survey data.
Topics may include but will not be limited to: Theoretical, practical and ethical issues in undertaking market research activities; Development of aim(s), objectives and research questions; Development and administration of fieldwork for quantitative customer survey; Analysis of quantitative survey data; Reporting and presentation of strategic recommendations.
A- to A* (70% +) Excellent standard: An outstanding performance, exceptionally able. The relevant information accurately deployed. Excellent grasp of theoretical/conceptual/practice elements. Excellent performance and interpretation of statistical analysis elements. Good integration of theory/practice/information in pursuit of the assessed work's objectives. Strong evidence of the use of creative and reflective skills.
C- to C+ (50-59%) Average Standard: Much of the relevant information and skills mostly accurately deployed. Adequate grasp of theoretical/conceptual/practical elements. Competent performance and interpretation of statistical analysis elements. Fair integration of theory/practice/information in the pursuit of the assessed work's objectives. Some evidence of the use of creative and reflective skills.
B- to B+ (60-69%) High Standard: Very good performance Most of the relevant information accurately deployed. Good grasp of theoretical/conceptual/practical elements. Competent and thorough performance and interpretation of statistical analysis elements. Good integration of theory/practice/information in pursuit of the assessed work's objectives. Evidence of the use of creative and reflective skills.
Competently undertake data collection to address specific research questions in fulfillment of the objectives of the research.
Specify marketing research problems, associated aim(s) and objectives of the research
Competently perform statistical analyses on the survey data via SPSS in the assessment of customer perceptions and motivations in the context of the research.
Demonstrate a deep understanding of ethical guidelines for research and competence in following strictly to such ethical guidelines in the conduct of the research.
Demonstrate an ability to reflect and self critique in all aspects of the research project.
Formulate, deliver and present strategic responses for key stakeholders.
Analyse the nature, opportunities and constraints in the marketing environments
|REPORT||Individual Final Report||
The individual final report should be a stand-alone document containing all necessary information regarding the whole marketing research project. The report should be written in a format, style and language suitable for both academic and practitioner audiences. The total word count for the individual report is 4,000 words.
Students are required to complete a Report Plan specifying the aim(s) and objectives of the research as well as a detailed outline of the data collection method and analyses to be conducted in fully addressing the objectives. An initial descriptive analysis of the data will be required and reported in the Report Plan.
|INDIVIDUAL PRESENTATION||Overview of analysis methods||
PowerPoint presentation with voice-over recording and notes on each slide. The presentation should cover and discuss possible choices of analysis methods with justification of the method(s) chosen to be applied in generating the individual final report.
Teaching and Learning Strategy
Four-hour lecture per week delivered over the first 8 weeks, followed by two-hour lecture in the last two weeks.
SPSS lab - 2 hours lab sessions delivered over 10 weeks.
Background reading; Data collection; Data entry; Additional data analysis beyond SPSS timetabled lab hours; Review and reflect over the whole research process; Write up Report Plan and Individual Final Report.
- Literacy - Proficiency in reading and writing through a variety of media
- Numeracy - Proficiency in using numbers at appropriate levels of accuracy
- Computer Literacy - Proficiency in using a varied range of computer software
- Self-Management - Able to work unsupervised in an efficient, punctual and structured manner. To examine the outcomes of tasks and events, and judge levels of quality and importance
- Exploring - Able to investigate, research and consider alternatives
- Information retrieval - Able to access different and multiple sources of information
- Inter-personal - Able to question, actively listen, examine given answers and interact sensitevely with others
- Critical analysis & Problem Solving - Able to deconstruct and analyse problems or complex situations. To find solutions to problems through analyses and exploration of all possibilities using appropriate methods, rescources and creativity.
- Safety-Consciousness - Having an awareness of your immediate environment, and confidence in adhering to health and safety regulations
- Presentation - Able to clearly present information and explanations to an audience. Through the written or oral mode of communication accurately and concisely.
- Management - Able to utilise, coordinate and control resources (human, physical and/or financial)
- Argument - Able to put forward, debate and justify an opinion or a course of action, with an individual or in a wider group setting
- Self-awareness & Reflectivity - Having an awareness of your own strengths, weaknesses, aims and objectives. Able to regularly review, evaluate and reflect upon the performance of yourself and others
Subject specific skills
- Problem solving and critical analysis: analysing facts and circumstances to determine the cause of a problem and identifying and selecting appropriate solutions.
- Research: the ability to analyse and evaluate a range of business data, sources of information and appropriate methodologies, which includes the need for strong digital literacy, and to use that research for evidence-based decision-making.
- Commercial acumen: based on an awareness of the key drivers for business success, causes of failure and the importance of providing customer satisfaction and building customer loyalty.
- Numeracy: the use of quantitative skills to manipulate data, evaluate, estimate and model business problems, functions and phenomena.
- Ability to work with people from a range of cultures.
- Articulating and effectively explaining information.
- Building and maintaining relationships.
- Communication and listening including the ability to produce clear, structured business communications in a variety of media.
- Conceptual and critical thinking, analysis, synthesis and evaluation.
- Self-management: a readiness to accept responsibility and flexibility, to be resilient, self-starting and appropriately assertive, to plan, organise and manage time.
- Self reflection: self-analysis and an awareness/sensitivity to diversity in terms of people and cultures. This includes a continuing appetite for development.
Resource implications for students
Talis Reading listhttp://readinglists.bangor.ac.uk/modules/asb-4119.html
- Field A. (2018) Discovering statistics using IBM SPSS statistics, Sage Publications.
- Malhotra, N. (2014). Basic Marketing Research, 4th edition. Pearson Education.
- Malhotra, N., Nunan, D. and Birks, D. (2017). Marketing Research: An Applied Approach, 5th edition. Pearson.
- Bradley, N. (2013). Marketing Research Tools & Techniques, 3rd edition. Oxford.
- Field A. (2005, 2009, 2012, or 2013) Discovering Statistics Using SPSS, Sage Publications.
- Hair, J.F. Jr., Bush, R.P. and Ortinau, D.J. (2000) Marketing research: a practical approach for the new Millennium, Boston: Irwin/McGraw-Hill.
- Janssens, W., Wijnen, K., De Pelsmacker, P. and Van Kenhove, P. (2008) Marketing research with SPSS, Harlow, England; New York: Prentice Hall/Financial Times.
Courses including this module
Compulsory in courses:
- N5AG: MSc Consumer & Digital Marketing Analytics year 1 (MSC/CDMA)