2018/19 Taught Postgraduate Module Catalogue
LUBS5450M Marketing Research
15 creditsClass Size: 520
Module manager: Dayananda Palihawadana
Email: D.Palihawadana@lubs.leeds.ac.uk
Taught: Semester 1 (Sep to Jan) View Timetable
Year running 2018/19
This module is not approved as an Elective
Objectives
OThis module aims to provide student with the skills and knowledge to critically explore the need for marketing research and the different stages of a marketing research process including problem definition, research design and methodology, sampling procedure, data collection, data analysis, and reporting the findings.Learning outcomes
Upon completion of this module students will be able to:
- Critically assess marketing research in the context of understanding and evaluating the market, product, price, distribution, and promotion decision
- Critically and systematically appraise the different stages of a marketing research project
Skills outcomes
Upon completion of this module students will be able to:
Transferable
- Work as an effective team player
Subject specific
- Carry out exploratory research, produce an outline marketing research proposal and carry out a marketing research project
- Apply the critical understanding gained to define a marketing research problem and report findings
Syllabus
Indicative content
Introduction to Marketing Research
The Marketing Research Process and problem definition
Exploratory Research Design and Secondary Data collection
Qualitative and Observational Methods
Survey Methods and Data Collection
Questionnaire Design and Measurement
Qualitative Data Analysis and quantitative data analysis
Producing marketing research reports
Students will apply the key concepts and principles of marketing research to a real world organisation by working as team of researchers
Teaching methods
Delivery type | Number | Length hours | Student hours |
Lecture | 10 | 2.00 | 20.00 |
Seminar | 10 | 1.00 | 10.00 |
Private study hours | 120.00 | ||
Total Contact hours | 30.00 | ||
Total hours (100hr per 10 credits) | 150.00 |
Methods of assessment
Coursework
Assessment type | Notes | % of formal assessment |
Group Project/Project/Dissertation | 4,000 - 6,000 words | 100.00 |
Total percentage (Assessment Coursework) | 100.00 |
Resist will be 3,000 words coursework (100%) in case of individual student resits and 6,000 words coursework (100%) in case of group resits.
Reading list
The reading list is available from the Library websiteLast updated: 12/12/2018 10:48:53
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- Undergraduate module catalogue
- Taught Postgraduate module catalogue
- Undergraduate programme catalogue
- Taught Postgraduate programme catalogue
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