ULMS Electronic Module Catalogue |
The information contained in this module specification was correct at the time of publication but may be subject to change, either during the session because of unforeseen circumstances, or following review of the module at the end of the session. Queries about the module should be directed to the member of staff with responsibility for the module. |
Title | MARKET RESEARCH | ||
Code | MKIB256 | ||
Coordinator |
Dr RC Spence Marketing (ULMS) Rachel.Spence@liverpool.ac.uk |
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Year | CATS Level | Semester | CATS Value |
Session 2021-22 | Level 5 FHEQ | Second Semester | 15 |
Pre-requisites before taking this module (other modules and/or general educational/academic requirements): |
Modules for which this module is a pre-requisite: |
Programme(s) (including Year of Study) to which this module is available on a required basis: |
Programme(s) (including Year of Study) to which this module is available on an optional basis: |
Teaching Schedule |
Lectures | Seminars | Tutorials | Lab Practicals | Fieldwork Placement | Other | TOTAL | |
Study Hours |
6 |
12 6 12 |
36 | ||||
Timetable (if known) |
60 mins X 1 totaling 12
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180 mins X 1 totaling 36
60 mins X 1 totaling 6 60 mins X 1 totaling 12 |
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Private Study | 114 | ||||||
TOTAL HOURS | 150 |
Assessment |
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EXAM | Duration | Timing (Semester) |
% of final mark |
Resit/resubmission opportunity |
Penalty for late submission |
Notes |
CONTINUOUS | Duration | Timing (Semester) |
% of final mark |
Resit/resubmission opportunity |
Penalty for late submission |
Notes |
Assessment 1: Market Research Proposal Type: Coursework Size: 1000 Words Weighting: 40 % Reassessment Opportunity: Yes Penalty for Late Submission: Standard Anonymous Assessment: Yes Ass | -1000 words | 40 | ||||
Assessment 2: Project Based Report Type: Coursework Size: 3000 Words Weighting: 60% Reassessment Opportunity: Yes Penalty for Late Submission: Standard Anonymous Assessment: Yes Final Ass | -3000 words | 60 |
Aims |
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This module aims: to develop an understanding of the need for, and place of, market research in supporting marketing decisions; to develop a practical and applied understanding of developments of market research, and an appreciation of its strengths and weaknesses; to develop the ability to critically evaluate the methodologies used in market research projects; to develop an understanding of ethics in market research. |
Learning Outcomes |
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(LO1) Students will be able to understand the range of contemporary market research techniques |
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(LO2) Students will be able to demonstrate an understanding of the handling and analysis of both questionnaire-derived data and qualitative data. |
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(LO3) Students will be able to apply their understanding of market research to designing their own market research project and critically evaluating methods of market research that have been used in marketing projects. |
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(LO4) Students will be able to demonstrate an awareness of ethical issues, and questions of relevance in market research |
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(LO5) Students will be able to demonstrate and apply ethical processes when applying market research techniques. |
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(LO6) Students will be able to explore a range of international market research case studies. |
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(S1) Problem solving skills |
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(S2) Commercial awareness |
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(S3) Teamwork |
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(S4) Organisational skills |
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(S5) Communication skills |
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(S6) International awareness |
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(S7) Lifelong learning skills |
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(S8) Ethical awareness |
Teaching and Learning Strategies |
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Teaching Method: Online asynchronous learning activities Teaching Method: Large Group Teaching Teaching Method : Seminar Teaching Method : Group Study Skills / attributes: Ethical awareness Skills / attributes: Lifelong learning skills Skills / attributes: International awareness Skills / attributes: Communication skills Skills / attributes: Organisational skills Skills / attributes: Teamwork Skills / attributes: Commercial awareness Skills / attributes: Problem solving skills |
Syllabus |
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The role of market research in marketing; Traditional schools of market research; Quantitative market research; Problem definition; Research design; Data collection and analysis; Qualitative market research; Problem definition; Research design; Data collection and analysis; Market research in the new information age; Ethics in market research. |
Recommended Texts |
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Reading lists are managed at readinglists.liverpool.ac.uk. Click here to access the reading lists for this module. |