Applied Marketing Research and Insight module (BU52038)

Learn a range of techniques to collect information to help organisations make informed marketing decisions. You will concentrate on the design of market research projects, how market research data is collected, and the implications this can have for analysis.

Each week will be used to introduce the ideas and subject matter of marketing research, explain and illustrate the basic techniques that have been developed by marketing researchers, and demonstrate the importance of these techniques using various case studies. The module will encompass the following topics:
 

What you will learn

In this module, you will:

• the role of market research
• the marketing research process
• primary and secondary data
• collecting qualitative evidence
• collecting quantitative data
• questionnaire design
   

By the end of this module, you will:

• be able to explain and illustrate the basic techniques that have been developed by marketing research
• demonstrate the importance of these techniques using various case studies
• understand the nature and scope of market research
• appreciate the various forms market research can take
• interpret and comment on the results obtained from such research

Assignments / assessment

Group research proposal (30%)

• working in a group of up to 4 students you will research and submit a marketing proposal

Weekly quizzes (10%)

• to assess your engagement with the module and its content

Discussion board & live class engagement (10%)

• your contributions to the online discussion boards and the live classes throughout the semester will be assessed

Class test (50%)

• online class test

This module does not have a final exam.

Teaching methods / timetable

You should expect both online and in-person learning and to complete independent study in advance of classes.

There are 10 weeks of teaching.