MK2SX3 - Skills for Market Research 01 Sep 2019 - 31 Aug 2027 | Version 3
Associated Module Information
| Module Code: | MK2SX3 | ||
|---|---|---|---|
| Module Title: | Skills for Market Research | ||
| Faculty: | Faculty of Business and Creative Industries | ||
| Faculty Group: | Business Management | ||
| Faculty Sub Group: | Business Management | ||
| Module Leader: | Callum Evans | ||
| Module Team: | Lauren Thomas, Sofia Christidi | ||
| First Intended Intake: | SEP 2019 | Final Year of Intake: | |
| Date Closed: | |||
| Credit Value: | 20 | Credit Level: | 5 |
| Language: | English | ||
| Percentage of Module Taught in Welsh: | 0 | ||
| Equivalent Module: | |||
| HECOS codes: | 100075 - marketing | ||
| HECOS Code Weighting: | 100 | ||
Document Version Information
| Version | 3 |
|---|---|
| Valid From | 01 Sep 2019 |
| Valid To | 31 Aug 2027 |
Module Aims
The module aims to provide students with the knowledge and skills necessary to perform and analyse audience research.
Content Summary
Market research is a process that organisations use to help define and solve issues. This growing sector is worth nearly £5 billion to the UK economy, and is a highly desirable skill for marketers. Questions that research frequently answers include, ‘which audience segment is the most profitable?’, ‘will this product succeed in this market?’, and ‘why have sales slowed down?’.
Through this module, you will gain the ability to confidently answer a range of questions by using theoretically sound data collection and analysis methods. The module is designed to provide you with the opportunity to experience a variety of market and audience research tools and techniques. You will benefit from hands on learning with real data, which you will use to write a market research report.
You can expect to cover the following topics as a part of this module:
- How and why organisations use market research
- Sources of data including big data
- Ethics and laws in market research
- Methods and tools for data collection
- Methods and tools for data analysis
- Identifying and managing bias, validity, reliability, and generalisability.
- Writing and presenting market research.
Learning and Teaching Methods
| Activity Type | Hours |
|---|---|
| Seminar | 20 |
| Practical classes and workshops | 20 |
| Independent Study | 90 |
| Directed Study | 60 |
| Formative Assessment - Independent | 2 |
| Groupwork | 8 |
| Total Hours Selected | 200 |
Learning Outcomes
| # | Learning Outcome |
|---|---|
| LO1 | The student will be able to critically discuss a market research issue. |
| LO2 | The student will be able to use relevant theory to guide their market research decisions. |
Module Requisites
N/A
Assessment Criteria
| Assessment Category | Assessment Type | Description | Duration | Word Count | Weight (%) | Best of? | Pass Mark |
|---|---|---|---|---|---|---|---|
| Oral Assessment (CW) | Presentation (CW) 1 | An in-class presentation which highlights the market research issue which will be studied and explains the tools which will be used for data collection and analysis. | 10 | N/A | 35 | No | 40 |
| Written Assignment (CW) | Report (CW) 1 | A market research report for a chosen organisation which, in line with relevant theory, collects and analyses data with a view to providing recommendations to improve an identified issue. | 0 | 3350 | 65 | No | 40 |
Assessment Matrix
| Assessment Type | Learning Outcomes | ||
|---|---|---|---|
| LO1 | LO2 | ||
| Presentation (CW) 1 | ✔ | ✔ | |
| Report (CW) 1 | ✔ | ✔ | |