Modiwl ASB-2109:
Marketing Research

Ffeithiau’r Modiwl

Rhedir gan Bangor Business School

10.000 Credyd neu 5.000 Credyd ECTS

Semester 2

Trefnydd: Prof Edward Shiu

Amcanion cyffredinol

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.

Cynnwys cwrs

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.

Meini Prawf

trothwy

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.

da

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- i 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.

ardderchog

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.

Canlyniad dysgu

  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.

Dulliau asesu

Math Enw Disgrifiad Pwysau
MCQ Test S2 1 hr 40.00
Individual report 60.00

Strategaeth addysgu a dysgu

Oriau
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

Sgiliau Trosglwyddadwy

  • 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
  • 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.

Sgiliau pwnc penodol

  • 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.

Adnoddau

Rhestrau Darllen Bangor (Talis)

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

Rhestr ddarllen

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

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