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 MARKETING RESEARCH
Code KMGT641
Coordinator Dr IR Reid
Management School
Reidi@liverpool.ac.uk
Year CATS Level Semester CATS Value
Session 2022-23 Level 7 FHEQ Whole Session 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 10

20

20

      50
Timetable (if known)              
Private Study 100
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 Assessment Schedule (When) :Whole Session    20       
Assessment 2 Assessment Schedule (When) :Whole Session    10       
Assessment 3 Assessment Schedule (When) :Whole Session    15       
Assessment 4 Assessment Schedule (When) :Whole Session    20       
Assessment 5 Assessment Schedule (When) :Whole Session    20       
Assessment 6 Assessment Schedule (When) :Whole Session    15       

Aims

Specifically the sims of this module are to develop: An understanding of the need for, and place of, market research in supporting marketing decisions. A practical and applied understanding of developments of market research, and an appreciation of its strengths and weaknesses. The ability to critically evaluate the methodologies used in market research projects. An understanding of ethics in market research


Learning Outcomes

(LO1) At the end of this course participants will have gained an understanding of the issues involved and will be able to: Understand the range of contemporary market research techniques Demonstrate an understanding of the handling and analysis of - questionnaire derived data - qualitative data 3. Apply their understanding of market research to - designing their own market research project - critically evaluate methods of market research that have been used in marketing projects 4. Demonstrate an awareness of ethical issues, and questions of relevance in market research


Teaching and Learning Strategies

Teaching Method 1 - Lecture Description: Teaching Method 2 - Seminar Description: Teaching Method 3 - Tutorial Description:


Syllabus

 

1 Distance Learning - The syllabus includes: The role of market research in marketing Traditional schools of market research - quantitative 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.