Modules

Module title: Market Research in Practice
SCQF level: 08:
SCQF credit value: 20.00
ECTS credit value: 10
Module code: MKT08105
Module leader: Andrew Kincaid
School The Business School
Subject area group: Marketing Sales and Entrepreneurship
Prerequisites

Module code: MKT07101
Module title: Marketing 1
Examples of equivalent learning: SQCF marketing level 7

2018/9, Trimester 1, Blended, Edinburgh Napier University
Occurrence: 001
Primary mode of delivery: Blended
Location of delivery: CRAIGLOCKHAR
Partner: Edinburgh Napier University
Member of staff responsible for delivering module: Lucy Lu
Module Organiser:


Learning, Teaching and Assessment (LTA) Approach:
The module uses a mixture of self learning, lectures, tutorials and practical classes. The lectures cover Market Research tools and appropriate uses of these tools. The tutorials cover the application of theory and start introducing case analysis, working towards the exam. The challenges of internationalisation are developed on an integrated basis throughout the module with examples being used, as appropriate, to meet the varied needs of the students


Alongside the academic learning, the module seeks to promote independent learning (inc research techniques), confidence and interpersonal skills.
LO’s covered 2,3

The coursework is a group piece of work, which is practically based, designed to test the application of the student’s theoretical knowledge and problem solving ability. The students need to utilise appropriate research methods and demonstrate a clear understanding of the scope of the research problem and the tools available and their proper implementation. This includes a peer assessment element which encourages teamwork within the groups (negotiation skills, communication skills, team working skills etc).
LO’s covered 2,3

The exam is a case study, again designed to test the student’s application of knowledge and problem solving ability, though from a more strategic viewpoint.
LO’s covered 1,2
Formative Assessment:
The University is currently undertaking work to improve the quality of information provided on methods of assessment and feedback. Please refer to the section on Learning and Teaching Approaches above for further information about this module’s learning, teaching and assessment practices, including formative and summative approaches.

Summative Assessment:
The University is currently undertaking work to improve the quality of information provided on methods of assessment and feedback. Please refer to the section on Learning and Teaching Approaches above for further information about this module’s learning, teaching and assessment practices, including formative and summative approaches.

Student Activity (Notional Equivalent Study Hours (NESH))
Mode of activityLearning & Teaching ActivityNESH (Study Hours)
Face To Face Lecture 12
Face To Face Practical classes and workshops 12
Independent Learning Guided independent study 70
Independent Learning Guided independent study 104
Face To Face Centrally Time Tabled Examination 2
Total Study Hours200
Expected Total Study Hours for Module200


Assessment
Type of Assessment Weighting % LOs covered Week due Length in Hours/Words
Report 60 1,2,3,4 9 , WORDS= 2000
Centrally Time Tabled Examination 40 1,2 14-15 HOURS= 1, WORDS= 0
Component 1 subtotal: 60
Component 2 subtotal: 40
Module subtotal: 100

Description of module content:

Source of information: the nature of secondary sources; location and access; assessment of accuracy; cost v’s quality. Collection of primary data: qualitative and quantitative data; survey design; observation and experimentation; use of internet in collecting data and presentation of findings.
Learning Outcomes for module:

LO1: develop insight into the stages involved in conducting a marketing research project.
LO2: utilise a problem solving approach to designing an appropriate market research plan to help solve a research problem and apply appropriate market research tools
LO3: develop insight into designing and implementing a survey.
Indicative References and Reading List - URL:

Core - NIGEL BRADLEY (2007) MARKETING RESEARCH, TOOLS AND TECHNIQUES: OXFORD, 3rd ed. - ISBN: 0199281963
Core - IAN BRACE (2004) QUESTIONNAIRE DESIGN: KOGAN PAGE, 1st ed. - ISBN: 9780749441814
Recommended - MALHOTRA, BIRKS (2005) MARKETING RESEARCH AND APPLIED APPROACH: PEARSON, 2nd ed. - ISBN: 0273695304
Recommended - FURLONG, LOVELACE (2001) RESEARCH METHODS AND STATISTICS AN INTEGRATED APPROACH: HARCOURT, 1st ed. - ISBN: 0155071629
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