APPLIED MARKETING RESEARCH - 2021/2

Module Overview

The main aim of this module is to get students “ready” for writing their dissertations. Whereas all stages of a research process are covered in this module, the clear focus is on conducting empirical studies. 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 for students planning careers in marketing research and marketing consulting.

 

Module provider

Surrey Business School

Module Leader

ZHANG Ruby (SBS)

Number of Credits: 15

ECTS Credits: 7.5

Framework: FHEQ Level 7

Module cap (Maximum number of students): N/A

Module Availability

Semester 2

Prerequisites / Co-requisites

None 

Module content

According to the main aim, students are taught how to

• choose an innovative and manageable research question,


• organise and review relevant literature,


• select the appropriate research method and data collection instrument,


• develop an online questionnaire using Qualtrics


• analyse quantitative data using R Studio Cloud,


• write appealing and easy-to-read research reports (including charts) and


• analyse, interpret and report qualitative data.

Assessment pattern

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

• Provide the necessary knowledge to critically evaluate marketing research studies
• Explore how to conduct empirical studies
• Develop skills which are needed for pursuing a career in the marketing research industry

Learning outcomes

Methods of Teaching / Learning

The learning and teaching method is based on the hybrid learning approach of the University of Surrey. Specifically, learning and teaching includes

• online lectures delivering the basic concepts of qualitative and quantitate research methods,


• tutorials (online or face-to-face) practising the methods introduced in the online lectures,


• independent learning activities for students, and


• support sessions along with lectures and tutorials will be held to support students’ preparation for the individual coursework.

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

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 2021/2 academic year.