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Module Title LM Marketing Research
SchoolBirmingham Business School
Department Birmingham Business School
Module Code 07 07004
Module Lead Dr Eric Shiu
Level Masters Level
Credits 20
Semester Semester 1
Restrictions Available to MSc Marketing and MSc International Marketing candidates only

This module deals with the vital role of information and research in marketing.  In order to make marketing decisions, such as which product should be developed and marketed and what strategies should be used to promote a product, correct and up-to-date information is essential.  To acquire this information marketing research needs to be conducted.  In this module, students will learn how to conduct a marketing research project following a step by step, systematic marketing research process.  Going through this process involves making many important research decisions.  For example what type of research design should be adopted, which methods should be used to collect primary data, what sampling technique should be used, and what should be the minimum sample size attained.  Through different session topics students will also be taught the essential knowledge and concepts required to make these research decisions.  The module will be conducted through a large scale case study, standard lectures with a number of class exercises and workshops to teach students how to analyse the data collected from a marketing research report.


Learning Outcomes

On completion of this module the student will be able to:

  • demonstrate a critical awareness of the role of information and research in marketing decisions;
  • develop a systematic knowledge and understanding of the stages involved in the marketing research process;
  • distinguish between exploratory, descriptive and casual research, and between primary and secondary data, and quantitative and qualitative data;
  • understand the principles of questionnaire design and evaluate alternative methods of survey administration;
  • understand sampling techniques and concepts of error;
  • apply appropriate research designs and methods in different contexts;
  • perform statistical analysis on sample data sets and recognise strengths and limitations within research data.
Assessment 07004-01 : Exam : Exam (Centrally Timetabled) - Written Unseen (70%)
07004-02 : Coursework : Coursework (30%)
Assessment Methods & Exceptions 3 hr examination 70%, Group coursework (3,000 words) 30% Reassessment: 3 hour examination (100%)
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