Postgraduate Course: Marketing Research (CMSE11119)
Course Outline
| School | Business School |
College | College of Humanities and Social Science |
| Credit level (Normal year taken) | SCQF Level 11 (Postgraduate) |
Availability | Available to all students |
| SCQF Credits | 15 |
ECTS Credits | 7.5 |
| Summary | The course considers both academic and applied research in marketing. The course aims to provide students with the necessary knowledge and skills involved in undertaking a dissertation and wider marketing research. |
| Course description |
Students will learn about the methods and philosophical debates surrounding empirical research in academia. The course will engage students in the (marketing) research process which involves the systematic gathering, recording and analysing of data about problems relating to the marketing of goods and services. Students will be provided with an appreciation of the information requirements in various marketing situations, the research process and the systematic methodology in achieving marketing information objectives. Students will also learn how marketing research can be utilised by management in order to improve the effectiveness of the marketing decision-making process and secondly how research can aid development of marketing as an academic discipline.
The course objectives are to introduce the student to the theory and practice of marketing research, to develop the student's skills in qualitative and quantitative research methods in marketing, to develop the student's critical appreciation of the marketing research literature and to develop the student's ability to collect and analyse primary and secondary data.
Syllabus
Overview of Market Research, both academic and industry
Insight into the Market Research Process
Quantitative data collection -- survey, sampling, statistics
Introduction to statistical analysis using software
Qualitative data collection methods -- focus group, interview, ethnography, digital
Qualitative data analysis -- interpretation and presentation of findings
Using statistical software: Lab sessions
Qualitative data analysis workshop
Digital Marketing Research/Analytics session
Revision
Student Learning Experience
The lectures and workshops will explore the marketing research process and both qualitative and quantitative research methods. During lectures you will be asked to be active, completing exercises and discussing issues with your fellow students. You will be expected to work on topics raised within the lectures during the period of the course. You will develop skills in literature searching and using e-journals for wider reading. You will have the opportunity to interact with other students on the Learn blog. You will gain insight into your own working practice as you undertake coursework in international groups.
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Entry Requirements (not applicable to Visiting Students)
| Pre-requisites |
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Co-requisites | |
| Prohibited Combinations | |
Other requirements | None |
Information for Visiting Students
| Pre-requisites | None |
| High Demand Course? |
Yes |
Course Delivery Information
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| Academic year 2017/18, Available to all students (SV1)
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Quota: None |
| Course Start |
Semester 1 |
Timetable |
Timetable |
| Learning and Teaching activities (Further Info) |
Total Hours:
150
(
Lecture Hours 17,
Supervised Practical/Workshop/Studio Hours 5,
Summative Assessment Hours 2,
Programme Level Learning and Teaching Hours 3,
Directed Learning and Independent Learning Hours
123 )
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| Additional Information (Learning and Teaching) |
Reading in advance of lectures and lab sessions 45; Preparation for summative assessment 78.
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| Assessment (Further Info) |
Written Exam
70 %,
Coursework
30 %,
Practical Exam
0 %
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| Additional Information (Assessment) |
30% Group Assignment
70% Examination
The examination will consist of two sections and students should answer one question from each section. The sections will pertain to Quantitative and Qualitative research methods. The questions will carry equal weight in the examination mark.
Group Assignment: The assignment task consists of developing a research proposal in response to a given brief. A good quality proposal will provide an industry overview, a clear statement of the research objectives/questions, contain an outline for both desk and primary research, give a definition of the population to be studied, outline and justify sampling techniques and analysis procedures.
Group Reports should be submitted to the Postgraduate Office by Thursday 3rd November at 2pm.
Late submissions will be subject to standard School penalties as detailed below. In the event of circumstances preventing coursework being submitted on time students should contact the course organiser.
The degree examination will take place between 8th and 21st December 2015 (with the exact date to be determined by the University during the first Semester). This is a 2 hour written paper. |
| Feedback |
All students will be given at least one formative feedback or feedforward event for every course they undertake, provided during the semester in which the course is taken and in time to be useful in the completion of summative work on the course. Such feedback may be at course or programme level, but must include input of relevance to each course in the latter case.
Feedback on formative assessed work will be provided within 15 working days of submission, or in time to be of use in subsequent assessments within the course, whichever is sooner. Summative marks will be returned on a published timetable, which has been made clear to students at the start of the academic year.
Feedback Format:
Week 5 and 6
-In class discussion and verbal feedback in workshop and lab sessions
Week 5 and 6
-Verbal feedback and discussion of assignment
Week 10
-Group assignment written feedback
January 2016
-Examination feedback
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| Exam Information |
| Exam Diet |
Paper Name |
Hours & Minutes |
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| Main Exam Diet S1 (December) | Marketing Research | 2:00 | |
Learning Outcomes
On completion of this course, the student will be able to:
- Understand and critically discuss the marketing research process.
- Know and critically discuss the various philosophical debates surrounding research in marketing/business studies.
- Understand and apply the various methodologies and methods of marketing research.
- Critically assess the relative benefits and costs of specific methods of data collection, data analysis and presentation of data.
- Conduct both quantitative and qualitative research in marketing.
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Reading List
Bryman, A. and Bell, E. (2015) Business Research Methods, 4th ed, Oxford University Press, Oxford. (earlier editions of this text are also suitable)
Other sources:
Bradley, R. (2010), Marketing Research: Tools and Techniques, 2nd Ed., Oxford, Oxford University Press. |
Additional Information
| Graduate Attributes and Skills |
Cognitive Skills:
After completing this course, students should be able to:
- evaluate competing methodological research designs used within marketing;
- collect, analyse, interpret and present data according to the conventions within academic and commercial contexts;
- select appropriate data collection methods and instruments for certain marketing problems;
- evaluate marketing research proposals and the credibility of data;
Subject Specific Skills:
After completing this course, students should be able to:
- design and present appropriate research proposals to address a marketing problem;
- undertake research using a range of data collection methods;
- undertake field/desk marketing research;
- conduct literature searches, using e-journals for wider reading;
- communicate research findings clearly. |
| Keywords | Mark-MRes |
Contacts
| Course organiser | Prof Jake Ansell
Tel: (0131 6)50 3806
Email: |
Course secretary | Miss Ashley Harper
Tel: (0131 6)51 5671
Email: |
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