2020/21 Taught Postgraduate Module Catalogue
LUBS5451M Marketing Research
15 creditsClass Size: 260
Module manager: Prof. Dayananda Palihawadana
Email: D.Palihawadana@lubs.leeds.ac.uk
Taught: 1 Jan to 31 May View Timetable
Year running 2020/21
This module is not approved as an Elective
Objectives
This 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
- Evaluate academic theories/constructs and develop logical arguments
- Manage their time effectively
- Develop organizational skills
- Understand reported statistics
Subject specific
- Carry out exploratory research
- Apply the critical understanding gained to define a marketing research problem
- Produce detailed marketing research proposal
- Conduct data analysis using SPSS software
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 on their detailed research proposal informed by an extensive analysis of secondary data sources
Teaching methods
Delivery type | Number | Length hours | Student hours |
e-Lecture | 10 | 2.00 | 20.00 |
Tutorial | 11 | 1.00 | 11.00 |
Private study hours | 119.00 | ||
Total Contact hours | 31.00 | ||
Total hours (100hr per 10 credits) | 150.00 |
Private study
This could include a variety of activities, such as reading, watching videos, question practice and exam preparation.Opportunities for Formative Feedback
Your teaching methods could include a variety of delivery models, such as face-to-face teaching, live webinars, discussion boards and other interactive activities. There will be opportunities for formative feedback throughout the module.Methods of assessment
Coursework
Assessment type | Notes | % of formal assessment |
Assignment | 3,000 words | 100.00 |
Total percentage (Assessment Coursework) | 100.00 |
Resist will be 3,000 words coursework (100%)
Reading list
The reading list is available from the Library websiteLast updated: 10/08/2020 08:41:51
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