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 |
Ms CAC Spence Marketing (ULMS) Chloe.Spence2@liverpool.ac.uk |
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Year | CATS Level | Semester | CATS Value |
Session 2024-25 | 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 |
24 |
12 |
36 | ||||
Timetable (if known) | |||||||
Private Study | 114 | ||||||
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: Group Desk Research Infographic Type: Coursework Size: 1 page (A3 format, minimum font size 12pt) Weighting: 40 % Reassessment Opportunity: Yes Penalty for Late Submission: Stand | 0 | 40 | ||||
Assessment 2: Project Based Report Type: Coursework Size: 2500 Words Weighting: 60% Reassessment Opportunity: Yes Penalty for Late Submission: Standard Anonymous Assessment: Yes Final Ass | 0 | 60 |
Aims |
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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 |
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(LO1) Students will be able to demonstrate an understanding of the range of contemporary market research techniques, including both qualitative and quantitative methods. |
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(LO2) Students will be able to describe and analyse questionnaire-derived data by combining different analytical techniques (descriptive and inferential statistics) |
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(LO3) Students will be able to examine a research problem, develop research priorities and design their own survey instrument. |
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(LO4) Students will be able to demonstrate an awareness of ethical issues and propose ways to address them. |
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(LO5) Students will be able to complete desk research for a given research problem and draw on a variety of sources, including academic research and industry reports. |
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(LO6) Students will be able to use analytical software, creative editing software and relevant research databases, all of which are essential tools for completing their market research project. |
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(S1) Problem solving skills |
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(S2) Commercial awareness |
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(S3) Teamwork |
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(S4) Organisational skills |
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(S5) Communication skills |
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(S6) International awareness |
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(S7) Lifelong learning skills |
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(S8) Ethical awareness |
Teaching and Learning Strategies |
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Teaching Method: Lecture Teaching Method : Seminar /PC Lab Skills Mapping Skills / attributes: Ethical awareness Skills / attributes: Lifelong learning skills Skills / attributes: International awareness Skills / attributes: Communication skills Skills / attributes: Organisational skills Skills / attributes: Teamwork Skills / attributes: Commercial awareness Skills / attributes: Problem solving skills |
Syllabus |
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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 |
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Reading lists are managed at readinglists.liverpool.ac.uk. Click here to access the reading lists for this module. |