Rhedir gan Bangor Business School

30.000 Credyd neu 15.000 Credyd ECTS

Semester 2

Trefnydd: Prof Louise Hassan

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.

ardderchog

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.

trothwy

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.

da

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.

1. Analyse the nature, opportunities and constraints in the marketing environments

2. Specify marketing research problems, associated aim(s) and objectives of the research

3. Competently undertake data collection to address specific research questions in fulfillment of the objectives of the research.

4. Demonstrate a deep understanding of ethical guidelines for research and competence in following strictly to such ethical guidelines in the conduct of the research.

5. Demonstrate an ability to reflect and self critique in all aspects of the research project.

6. Competently perform statistical analyses on the survey data via SPSS in the assessment of customer perceptions and motivations in the context of the research.

7. Formulate, deliver and present strategic responses for key stakeholders.

Math	Enw	Disgrifiad	Pwysau
	Report Plan		15.00
	Individual Final Report		70.00
	Overview of analysis methods		15.00

		Oriau
Laboratory	SPSS lab - 2 hours lab sessions delivered over 10 weeks.	20
Private study	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.	244
Lecture	Four-hour lecture per week delivered over the first 8 weeks, followed by two-hour lecture in the last two weeks.	36

• Llythrennedd - Medrusrwydd mewn darllen ac ysgrifennu drwy amrywiaeth o gyfryngau
• Rhifedd - Medrusrwydd wrth ddefnyddio rhifau ar lefelau priodol o gywirdeb
• Defnyddio cyfrifiaduron - Medrusrwydd wrth ddefnyddio ystod o feddalwedd cyfrifiadurol
• Hunanreolaeth - Gallu gweithio mewn ffordd effeithlon, prydlon a threfnus. Gallu edrych ar ganlyniadau tasgau a digwyddiadau, a barnu lefelau o ansawdd a phwysigrwydd
• Archwilio - Gallu ymchwilio ac ystyried dewisiadau eraill
• Adalw gwybodaeth - Gallu mynd at wahanol ac amrywiol ffynonellau gwybodaeth
• Sgiliau Rhyngbersonol - Gallu gofyn cwestiynau, gwrando'n astud ar atebion a'u harchwilio
• Dadansoddi Beirniadol & Datrys Problem - Gallu dadelfennu a dadansoddi problemau neu sefyllfaoedd cymhleth. Gallu canfod atebion i broblemau drwy ddadansoddiadau ac archwilio posibiliadau
• Ymwybyddiaeth o ddiogelwch - Bod yn ymwybodol o'ch amgylchedd a hyder o ran cadw at reoliadau iechyd a diogelwch
• Cyflwyniad - Gallu cyflwyno gwybodaeth ac esboniadau yn glir i gynulleidfa. Trwy gyfryngau ysgrifenedig neu ar lafar yn glir a hyderus.
• Rheloaeth - Gallu defnyddio, cydlynu a rheoli adnoddau (dynol, ffisegol ac/neu ariannol)
• Dadl - Gallu cyflwyno, trafod a chyfiawnhau barn neu lwybr gweithredu, naill ai gydag unigolyn neu mewn grwˆp ehangach
• Hunanymwybyddiaeth & Ystyried - Bod yn ymwybodol o'ch cryfderau, gwendidau, nodau ac amcanion eich hun. Gallu adolygu ,cloriannu a myfyrio'n rheolaidd ar eich perfformiad eich hun ac eraill.

• 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.

Rhestrau Darllen Bangor (Talis)

http://readinglists.bangor.ac.uk/modules/abj-4119.html

Rhestr ddarllen

1. Field A. (2018) Discovering statistics using IBM SPSS statistics, Sage Publications.
2. Malhotra, N. (2014). Basic Marketing Research, 4th edition. Pearson Education.
3. Malhotra, N., Nunan, D. and Birks, D. (2017). Marketing Research: An Applied Approach, 5th edition. Pearson.
4. Bradley, N. (2013). Marketing Research Tools & Techniques, 3rd edition. Oxford.
5. Field A. (2005, 2009, 2012, or 2013) Discovering Statistics Using SPSS, Sage Publications.
6. 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.
7. Janssens, W., Wijnen, K., De Pelsmacker, P. and Van Kenhove, P. (2008) Marketing research with SPSS, Harlow, England; New York: Prentice Hall/Financial Times.

Gorfodol mewn cyrsiau:

• N5AJ: MSc Consumer and Digital Marketing Analytics (January start) year 1 (MSC/CDMAJ)