| CODE | MRK2007 | ||||||||
| TITLE | Marketing Research Planning | ||||||||
| UM LEVEL | 02 - Years 2, 3 in Modular Undergraduate Course | ||||||||
| MQF LEVEL | 5 | ||||||||
| ECTS CREDITS | 4 | ||||||||
| DEPARTMENT | Marketing | ||||||||
| DESCRIPTION | This study-unit introduces students to the principles and practices of marketing research planning, with a focus on equipping them to act as informed managers of the research process. It covers the end-to-end planning of marketing research, from problem formulation and research design to data collection, analysis, and reporting. Students will explore both traditional methods, such as questionnaire design and sampling, and modern tools that support digital data collection and analysis. The study-unit also addresses ethical considerations, international research challenges, and the strategic value of research insights in decision-making. Emphasis is placed on applying practical tools to real-world marketing problems in both local and global contexts. Study-unit Aims: The study-unit aims to develop students鈥� ability to design, plan, and critically evaluate marketing research processes. It seeks to provide a comprehensive foundation in research principles, foster familiarity with qualitative and quantitative data collection methods, and build competence in identifying appropriate research designs. The study-unit also aims to encourage awareness of ethical and cultural considerations in research, and to promote the use of data-driven insights for marketing decision-making. Learning Outcomes: 1. Knowledge & Understanding: By the end of the study-unit the student will be able to: - Describe the structure and role of the marketing research industry; - Explain the steps involved in the research process, including the formulation of decision problems and objectives; - Identify appropriate research designs for different types of marketing challenges; - Distinguish between various sources of local and international secondary data; - Outline methods for collecting primary data using both qualitative and quantitative techniques; - Explain the principles of sample design and their implications for research validity; - Summarise the key elements of research reporting and the communication of findings. 2. Skills: By the end of the study-unit the student will be able to: - Formulate clear and actionable marketing research problems; - Design effective research strategies and choose suitable data collection methods; - Source and evaluate secondary data for relevance and reliability; - Develop instruments for primary data collection, such as surveys and interview guides; - Construct sampling plans appropriate to various research contexts; - Produce structured marketing research reports that communicate insights effectively; - Assess the ethical and cultural considerations relevant to the planning and execution of research. Main Text/s and any supplementary readings: Core Textbook: - Zikmund, W.G., Babin, B.J. (2010), Exploring Marketing Research, South-Western Cengage Learning, 2010. - Iacobucci, D., Churchil, G.A., Marketing Research Methodological Foundations, South Western, Cengage Learning, 2010. - For students to apply course material to current issues and promoting critical evaluation and debate, regular review of Marketing Journals and publications is recommended. Suggested periodicals include: - European Journal of Marketing. - Journal of Marketing. - Journal of International Marketing. - Quarterly Review of Marketing. |
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| STUDY-UNIT TYPE | Lecture and Workshop | ||||||||
| METHOD OF ASSESSMENT |
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| LECTURER/S | Matthew Castillo |
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The University makes every effort to ensure that the published Courses Plans, Programmes of Study and Study-Unit information are complete and up-to-date at the time of publication. The University reserves the right to make changes in case errors are detected after publication.
The availability of optional units may be subject to timetabling constraints. Units not attracting a sufficient number of registrations may be withdrawn without notice. It should be noted that all the information in the description above applies to study-units available during the academic year 2025/6. It may be subject to change in subsequent years. |
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