APPLIED MARKETING RESEARCH - 2019/0
Module code: MANM019
Module Overview
This module aims to provide students with both theoretical and practical understanding of marketing research, how it is designed, conducted and assessed. More specifically, this module offers the relevant framework for making the right decisions involved in marketing research. The module is organized around the stages of a marketing research project (e.g. problem definition, design, data collection, data analysis, and documentation).
The course will be of particular value to students planning careers in marketing research and marketing consulting.
Addressing different student learning styles, the following teaching and assessment methods are applied in this course: Pre-readings, lectures/sessions, tutorials, class discussions, case studies, Poll Everywhere, group assignment and exam.
Module provider
Surrey Business School
Module Leader
FLOH Arne (SBS)
Number of Credits: 15
ECTS Credits: 7.5
Framework: FHEQ Level 7
Module cap (Maximum number of students): N/A
Overall student workload
Independent Learning Hours: 123
Lecture Hours: 22
Tutorial Hours: 5
Module Availability
Semester 1
Prerequisites / Co-requisites
None
Module content
Indicative content includes:
- The nature, scope and role of marketing research
- Marketing research process
- Using and evaluating various research methods
- Sampling frames and sampling methods
- Questionnaire design
- Experimental designs
- Consumer behaviour research
- Product (innovation) research
Assessment pattern
| Assessment type | Unit of assessment | Weighting |
|---|---|---|
| Coursework | GROUP ASSIGNMENT - 3000 WORDS | 50 |
| Examination | EXAM - 2 HOURS - CLOSED BOOK | 50 |
Alternative Assessment
Alternative Assessment: An individual marketing research report of 2,000 words. This applies to students who fail the module and the group assignment.
Assessment Strategy
The assessment strategy is designed to provide students with the opportunity to:
- Understand and critically analyse various methods of marketing research
- Appreciate the importance of planning marketing research to marketing research quality, decision quality and business performance
- Gain practical knowledge on how to design marketing research projects
Group research report contributes to LO2 and LO3. Individual exam contributes to LO1-LO4.
Thus, the summative assessment for this module consists of:
- Group report (3000 words)
- Individual, closed-book exam (2 hours)
A feedback sheet for each group report will be developed and applied in the marking process. The feedback sheet details the key criteria used, associated meanings, and mark allocation.
Formative assessment and feedback
Formative assessment sessions will be conducted where the students will be asked to report their progress and discuss the assessments. Pre-exam feedback sessions will be provided to facilitate students’ preparation regarding exam.
Module aims
- Gain knowledge of critical facets of marketing research theory and practice
- Understand the need for managerial specialisms and the corresponding responsibilities of marketing research;
- Obtain systematic knowledge of sequential stages of marketing research
- Understand the nature and techniques of applied marketing research and typical approaches
- Draw up a research proposal and apply research techniques in marketing practice
Learning outcomes
| Attributes Developed | ||
| 001 | Understand the scope and character of marketing research | KCP |
| 002 | Understand designing aspects of marketing research | KCPT |
| 003 | Discuss and evaluate different applied marketing research approaches and designs | KPT |
| 004 | Discuss and evaluate hot topics relating to marketing research | KPT |
Attributes Developed
C - Cognitive/analytical
K - Subject knowledge
T - Transferable skills
P - Professional/Practical skills
Methods of Teaching / Learning
The learning and teaching methods include:
- The delivery method involves a combination of 2-hours lecture each week and 1-hour seminar every second week
- Lectures will be held to introduce and discuss the module content
- Seminar will be conducted to apply the concepts in practice
- Computer lab seminars will be held for quantitative research software; SPSS
- Support sessions along with lectures and seminars will be held to support students’ preparation for coursework and exam
Indicated Lecture Hours (which may also include seminars, tutorials, workshops and other contact time) are approximate and may include in-class tests where one or more of these are an assessment on the module. In-class tests are scheduled/organised separately to taught content and will be published on to student personal timetables, where they apply to taken modules, as soon as they are finalised by central administration. This will usually be after the initial publication of the teaching timetable for the relevant semester.
Reading list
https://readinglists.surrey.ac.uk
Upon accessing the reading list, please search for the module using the module code: MANM019
Programmes this module appears in
| Programme | Semester | Classification | Qualifying conditions |
|---|---|---|---|
| International Marketing MSc | 1 | Compulsory | A weighted aggregate mark of 50% is required to pass the module |
| Strategic Marketing MSc | 1 | Compulsory | A weighted aggregate mark of 50% is required to pass the module |
| Digital Marketing and Channel Management MSc | 1 | Compulsory | A weighted aggregate mark of 50% is required to pass the module |
| Business Management (Marketing) MBus | 1 | Compulsory | A weighted aggregate mark of 50% is required to pass the module |
Please note that the information detailed within this record is accurate at the time of publishing and may be subject to change. This record contains information for the most up to date version of the programme / module for the 2019/0 academic year.