Modiwl ASB-2109:
Marketing Research
Marketing Research 2022-23
ASB-2109
2022-23
Bangor Business School
Module - Semester 2
10 credits
Module Organiser:
Edward Shiu
Overview
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 Strategy
-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.
-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.
-another level-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.
Learning Outcomes
- Recognise and demonstrate an understanding of sampling theory and concepts, as well as the merits of alternative techniques of sampling.
- 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.
- Recognise and demonstrate an understanding of the use of SPSS and associated statistical techniques in tackling basic marketing research problems.
- Recognise and demonstrate the importance of information and research in marketing decisions, and the stages involved in the marketing research process.
- Recognise and demonstrate the usefulness of different marketing research concepts and techniques, as well as the distinctions between exploratory, descriptive and causal research.
Assessment method
Exam/Test
Assessment type
Crynodol
Description
MCQ Test S2 1 hr
Weighting
40%
Due date
24/03/2023
Assessment method
Report
Assessment type
Crynodol
Description
Individual report
Weighting
60%
Due date
18/05/2023