BUSI4I315: APPLIED MARKETING RESEARCH (ONLINE)

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• Quantitative Marketing Research (BUSI40915)

• To provide students with comprehensive knowledge of qualitative and quantitative methods in marketing research, thus providing a foundation to understand markets and consumers.
• To demonstrate how various models and statistical techniques can be used to transform structured and unstructured data about the marketing environment into informed management decisions and decision implementations.
• To explore the conceptual knowledge underpinning qualitative and quantitative marketing decision models.
• To develop the practical skills needed to generate qualitative and quantitative models to enhance marketing decision making.

• The module consists of two essential elements: (a) foundation knowledge in marketing research, and (b) application in the practical world. Specific topics are:
• introduction to research methods and process in marketing;
• identification of research problems and defining research questions;
• developing a critical standpoint in marketing research (including quantitative, qualitative and mixed approaches);
• using secondary and synidcated data;
• primary qualitative data collection and analysis (focus group, interviewing, social media generated data);
• primary quantitative data collection and analysis (survey, experimentation);
• investigating the concept of quality in relation to marketing research, including ethics, validity, reliability, reflexivity and generalisability or applicability;
• the marketing research process from design to application, analysis and evaluation.

Subject-specific Knowledge:

• By the end of this module, students will:
• have an in-depth understanding and a critical appreciation of how and why qualitative, quantitative and/or mixed Market Research can enhance strategic marketing management decisions;
• have specialist knowledge and understanding of core marketing research concepts and frameworks.

Subject-specific Skills:

• By the end of this module, students will:
• be able to articulate and employ core marketing research treminology;
• have acquired practical "hands on" experience in the generation and analytical application of quantitative marketing decision models in complex situations;
• be able to identify a marketing problem, and design, use, analyse and evaluate an appropriate research protocol;
• be able to use various quantitative and qualitative analytical techniques of marketing research;
• be able to engage with marketing literature reflectively and strategically.

Key Skills:

• Written communication; planning, organising and time management; problem solving and analysis; using initiative; computer literacy.

• The module is delivered via online learning, divided up into study weeks with specially produced resources within each week. Resources vary according to the learning outcomes but normally include: video content, directed reading, reflection through activities, opportunities for self-assessment and peer-to-peer learning within a tutor-facilitated discussion board. Tutors provide feedback on formative work and facilitate discussion board communication as well as being available for individual consultation as necessary (usually by email and Skype).
• The summative assessment of the module is designed to test the acquisition and articulation of knowledge and critical understanding, and skills of application and interpretation within the business context.

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