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Module ASB-2109:
Marketing Research

Module Facts

Run by Bangor Business School

10.000 Credits or 5.000 ECTS Credits

Semester 2

Organiser: Prof Edward Shiu

Overall aims and purpose

To provide an introduction to marketing research and the techniques involved, as a means of enhancing marketing decisions by providing relevant, timely and accurate information. The focus is on approaches to gathering data for qualitative and quantitative analyses. Specific quantitative data analysis skills based on SPSS will be developed.

Course content

The role of marketing research; Defining a research problem, research question and objectives; Questionnaire design, measurement and scaling; Sampling; Quantitative analysis and the use of SPSS; Secondary data and use of databases; Qualitative methods including interviews, focus groups and observation; Qualitative analysis; Writing a research report; Causal research and an introduction to experiments. Big data.

Assessment Criteria

threshold

C- to C+ (50-59%): Much of the relevant information and skills mostly accurately deployed. Adequate grasp of theoretical/conceptual/practical 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.

good

B- to B+ (60-69%): Very good performance Most of the relevant information accurately deployed. Good grasp of theoretical/conceptual/practical elements. Good integration of theory/practice/information in pursuit of the assessed work's objectives. Evidence of the use of creative and reflective skills.

C- to C+

C- to C+ (50-59%): Much of the relevant information and skills mostly accurately deployed. Adequate grasp of theoretical/conceptual/practical 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.

excellent

A- to A+ (70%+): Outstanding performance. The relevant information accurately deployed. Excellent grasp of theoretical/conceptual/practice 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.

Learning outcomes

  1. Recognise and demonstrate the importance of information and research in marketing decisions, and the stages involved in the marketing research process.

  2. Recognise and demonstrate the usefulness of different marketing research concepts and techniques, as well as the distinctions between exploratory, descriptive and causal research.

  3. Recognise and demonstrate an understanding of sampling theory and concepts, as well as the merits of alternative techniques of sampling.

  4. Recognise and demonstrate an understanding of the use of SPSS and associated statistical techniques in tackling basic marketing research problems.

  5. Recognise and demonstrate an understanding of the role of primary and secondary data, and the different types of qualitative and quantitative data collection methods for the marketing research purpose.

Assessment Methods

Type Name Description Weight
MCQ Test S2 1 hr 40.00
Individual report 60.00

Teaching and Learning Strategy

Hours
Laboratory

2-hour lab session per week over 3 weeks: laboratory based SPSS data analysis tutorials

6
Lecture

2-hour lecture per week over 7 weeks.

14
Private study

Reading core texts and highlighted lecture-based reading materials. Preparations, development and writing report. Preparation for final exam.

80

Transferable skills

  • 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 sentistevely 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.
  • 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.
  • Articulating and effectively explaining information.
  • 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.

Resources

Talis Reading list

http://readinglists.bangor.ac.uk/modules/asb-2109.html

Reading list

https://rl.talis.com/3/bangor/lists/2F0935D8-5439-EDA3-A496-A49DB76C6EA0.html?lang=en

Pre- and Co-requisite Modules

Pre-requisite of:

  • ASB-3119: Customer Insight Project

Courses including this module

Compulsory in courses:

  • R1N1: BA French with Marketing year 2 (BA/FRMKT)
  • R2N1: BA German with Marketing year 2 (BA/GERMKT)
  • N5R3: BA Marketing with Italian year 2 (BA/MKITAL)
  • N5R1: BA Marketing with French year 2 (BA/MKTFR)
  • N5R6: Marketing with French with International Experience year 2 (BA/MKTFRIE)
  • N5R2: BA Marketing with German year 2 (BA/MKTGER)
  • N5R4: BA Marketing with Spanish year 2 (BA/MKTSP#)
  • R4N5: BA Spanish with Marketing year 2 (BA/SPMKT)
  • N503: BSc Marketing (Bangor International College) year 2 (BSC/BICMRK)
  • N2N5: BSc Business Management and Marketing year 2 (BSC/BMM)
  • N2NC: BSc Business Man & Marketing (4 yr with Incorp Foundation) year 2 (BSC/BMM1)
  • N5NF: BSc Business Management and Marketing year 2 (BSC/BMMF)
  • N5NP: BSc Business Management and Marketing with Placement Year year 2 (BSC/BMMP)
  • NNM1: BSc Business Studies & Marketing with Intl Experience year 2 (BSC/BSMIE)
  • NN1M: BSc Business Studies and Marketing year 2 (BSC/BSMKT)
  • NN1K: BSc Business Studies & Marketing (4 year with Incorp Found) year 2 (BSC/BSMKT1)
  • N501: BSc Marketing year 2 (BSC/MKT)
  • N50B: BSc Marketing (4 year with Incorporated Foundation) year 2 (BSC/MKT1)
  • N50F: BSc Marketing year 2 (BSC/MKTF)
  • N50P: BSc Marketing with Placement Year year 2 (BSC/MKTP)
  • N5C8: BSc Marketing with Psychology year 2 (BSC/MP)

Optional in courses:

  • N2T1: BA Business Management and Chinese year 2 (BA/BMCH)
  • N2R1: BA Business Management and French year 2 (BA/BMFR)
  • N2R2: BA Business Management and German year 2 (BA/BMG)
  • N2R3: BA Business Management and Italian year 2 (BA/BMI)
  • N2M1: BA Business Management and Law year 2 (BA/BML)
  • N2MB: BA Business Man & Law (4 year with Incorp Foundation) year 2 (BA/BML1)
  • N2R4: BA Business Management and Spanish year 2 (BA/BMS)
  • N1R1: BA Bus Stud with French year 2 (BA/BSFR)
  • N1R2: BA Business Studies with German year 2 (BA/BSGER)
  • N1R3: BA Business Studies with Italian year 2 (BA/BSIT)
  • N1R4: BA Business Studies with Spanish year 2 (BA/BSSP)
  • N107: BA Business year 2 (BA/BUS)
  • NM11: BA Business and Law year 2 (BA/BUSALAW)
  • N1T1: BA Business Studies and Chinese year 2 (BA/BUSCH)
  • NM1B: BA Business and Law (4 year with Incorporated Foundation) year 2 (BA/BUSLAW1)
  • NR1C: BA Business Studies/French year 2 (BA/BUSSF)
  • NR1F: BA Business Studies and German year 2 (BA/BUSSG)
  • NR1H: BA Business Studies and Italian year 2 (BA/BUSSI)
  • N102: BA Business Studies (with International Experience) year 2 (BA/BUSSIE)
  • NR1K: BA Business Studies and Spanish year 2 (BA/BUSSS)
  • NR51: BA Marketing and French (4 year) year 2 (BA/MKTFR#)
  • NR52: BA Marketing and German (4 year) year 2 (BA/MKTGER4)
  • NR53: BA Marketing and Italian (4 year) year 2 (BA/MKTITAL)
  • NR54: BA Marketing and Spanish (4 year) year 2 (BA/MKTSP)
  • C61N: BSc Adventure Sport Sci with Business Man (Subj to Validn) year 2 (BSC/ASSBM)
  • N109: BSc Bus Analytics w Financial Tech year 2 (BSC/BAFT)
  • N201: BSc Business Management (Bangor Uni International College) year 2 (BSC/BICBM)
  • N203: BSc Business Man with Acc (Bangor Uni International College) year 2 (BSC/BICBMA)
  • N202: BSc Business Man & Finance (Bangor Uni International Coll) year 2 (BSC/BICBMF)
  • N105: BSc Business Studies (Bangor International College) year 2 (BSC/BICBS)
  • N106: BSc Business Stud & Finance (Bangor International College) year 2 (BSC/BICBSF)
  • NN24: BSc Management with Account (Bangor International College) year 2 (BSC/BICMNA)
  • N200: BSc Business Management year 2 (BSC/BM)
  • N20B: BSc Business Management (4 year with Incorp Foundation) year 2 (BSC/BM1)
  • N2ND: BSc Business Management with Accounting year 2 (BSC/BMA)
  • N2NF: BSc Business Man with Account (4 yr with Incorp Foundation) year 2 (BSC/BMA1)
  • N3NF: BSc Business Management with Accounting year 2 (BSC/BMAF)
  • N2NP: BSc Business Management with Accounting with Placement Year year 2 (BSC/BMAP)
  • NN23: BSc Business Management and Finance year 2 (BSC/BMF)
  • NN2B: BSc Business Man & Finance (4 year with Incorp Foundation) year 2 (BSC/BMF1)
  • N20F: BSc Business Management year 2 (BSC/BMFF)
  • NN2F: BSc Business Management and Finance year 2 (BSC/BMFINF)
  • NN2P: Business Management and Finance with Placement Year year 2 (BSC/BMFP)
  • NBR1: BSc Business Management with French year 2 (BSC/BMFR)
  • NBR2: BSc Business Management with German year 2 (BSC/BMG)
  • NBR3: BSc Business Management with Italian year 2 (BSC/BMI)
  • N20P: BSc Business Management with Placement Year year 2 (BSC/BMPP)
  • NBR4: BSc Business Management with Spanish year 2 (BSC/BMS)
  • N101: BSc Business Studies year 2 (BSC/BS)
  • N10B: BSc Business Studies (4 year with Incorporated Foundation) year 2 (BSC/BS1)
  • NN1H: BSc Business Studies and Finance year 2 (BSC/BSFIN)
  • NN1J: BSc Business Studies and Finance (4 year with Incorp Found) year 2 (BSC/BSFIN1)
  • IN00: BSc Computer Information Systems for Business year 2 (BSC/CISB)
  • IN0B: BSc Computer Information Sys for Bus (4 year w Incorp Found) year 2 (BSC/CISB1)
  • IN02: BSc Computer Information Systems for Business (Franchised) year 2 (BSC/CISBF)
  • C6N1: BSc Sport Science & Business Management year 2 (BSC/SSB)
  • C6N5: BSc Sport Science & Marketing year 2 (BSC/SSM)
  • CN5P: Sport Science and Marketing with Placement Year year 2 (BSC/SSMP)

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