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 |
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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 |
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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 | 0 | 20 | ||||
Assessment 2 Assessment Schedule (When) :Whole Session | 0 | 10 | ||||
Assessment 3 Assessment Schedule (When) :Whole Session | 0 | 15 | ||||
Assessment 4 Assessment Schedule (When) :Whole Session | 0 | 20 | ||||
Assessment 5 Assessment Schedule (When) :Whole Session | 0 | 20 | ||||
Assessment 6 Assessment Schedule (When) :Whole Session | 0 | 15 |
Aims |
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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 |
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(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 |
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Teaching Method 1 - Lecture Description: Teaching Method 2 - Seminar Description: Teaching Method 3 - Tutorial Description: |
Syllabus |
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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 |
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Reading lists are managed at readinglists.liverpool.ac.uk. Click here to access the reading lists for this module. |