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 M Guenther
Marketing (ULMS)
Miriam.Guenther@liverpool.ac.uk
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):

MKIB153 FUNDAMENTALS OF MARKETING 

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   12

      24

12

48
Timetable (if known)   60 mins X 1 totaling 12
 
      180 mins X 1 totaling 36
60 mins X 1 totaling 12
 
 
Private Study 102
TOTAL HOURS 150

Assessment

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

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

(LO1) Students will be able to understand the range of contemporary market research techniques

(LO2) Students will be able to demonstrate an understanding of the handling and analysis of both questionnaire-derived data and qualitative data.

(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.

(LO4) Students will be able to demonstrate an awareness of ethical issues, and questions of relevance in market research

(LO5) Students will be able to demonstrate and apply ethical processes when applying market research techniques.

(LO6) Students will be able to explore a range of international market research case studies.

(S1) Problem solving skills

(S2) Commercial awareness

(S3) Teamwork

(S4) Organisational skills

(S5) Communication skills

(S6) International awareness

(S7) Lifelong learning skills

(S8) Ethical awareness


Teaching and Learning Strategies

Teaching Delivery: Mixed, hybrid delivery with social distancing on campus

Teaching Method 1: Online asynchronous learning activities
Description: (e.g., chunked videos on key content, self-assessment quizzes, readings etc.)
Unscheduled Directed Student Hours: 24
Attendance Recorded: No

Teaching Method 2: Seminar
Description: On-campus small group active learning seminar (1 hour per week)
Scheduled Directed Student Hours: 12
Attendance Recorded: Yes

Teaching Method 3: Group Study
Description: Hybrid Active Learning team meeting (1 hour per week; student-led group work on set task)
Scheduled Student Hours:12
Attendance Recorded: Yes

Self Directed learning Hours: 102

Skills / attributes: Ethical awareness
How this is developed: Lectures
Mode of assessment (if applicable): Market research Proposal and Project Based Report

Skills / attributes: Lifelong learning skills
How this is develope d: Lectures
Mode of assessment (if applicable)

Skills / attributes: International awareness
How this is developed: Lectures
Mode of assessment (if applicable)

Skills / attributes: Communication skills
How this is developed: Lectures
Mode of assessment (if applicable): Market research Proposal and Project Based Report

Skills / attributes: Organisational skills
How this is developed: Lectures
Mode of assessment (if applicable): Market Research Proposal

Skills / attributes: Teamwork
How this is developed: Lectures
Mode of assessment (if applicable): Market Research Proposal and Project Based Report

Skills / attributes: Commercial awareness
How this is developed: Lectures
Mode of assessment (if applicable)

Skills / attributes: Problem solving skills
How this is developed: Lectures
Mode of assessment (if applicable)


Syllabus

 

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

Reading lists are managed at readinglists.liverpool.ac.uk. Click here to access the reading lists for this module.