| CODE | MRK2316 | ||||||||
| TITLE | Research Techniques | ||||||||
| UM LEVEL | 02 - Years 2, 3 in Modular Undergraduate Course | ||||||||
| MQF LEVEL | 5 | ||||||||
| ECTS CREDITS | 5 | ||||||||
| DEPARTMENT | Marketing | ||||||||
| DESCRIPTION | The study-unit provides insights on the nature and scope of marketing research, information decisions and managing the research process. Primary and secondary data are discussed as sources of information. Other areas covered in the study unit are modes of data collection, questionnaire construction, measurement and scaling, sampling concepts and fundamentals, data analysis, qualitative research and the effective communication of research results. Study-unit Aims: The focus of this study-unit is to provide an in-depth treatment of marketing research in an applied context. It emphasises the relationship between decision-making and information, systematically discusses the management of the marketing research process, and trains the students in the preparation and presentation of a marketing research report. Learning Outcomes: 1. Knowledge & Understanding By the end of the study-unit the student will be able to: - Define research design-related terms and keywords; - Recognise the various aspects of the 鈥榬esearch process鈥�; - List data collection methods; - Identify techniques for analysing qualitative and quantitative data. 2. Skills By the end of the study-unit the student will be able to: - Apply specific criteria to evaluate research driven conclusions; - Perform basic skills like choosing the appropriate design, changing questions to research questions, highlight ethical issues in research, etc.; - Write a short research plan that integrates the various components of 鈥榬esearch鈥�. Main Text/s and any supplementary readings: Core Textbook: - William G. Zikmund, Barry B.Babin (2010) Exploring Marketing Research, 10th edt., South. |
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| STUDY-UNIT TYPE | Lecture | ||||||||
| METHOD OF ASSESSMENT |
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| LECTURER/S | Miriam Pocock |
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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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