Modules

Core Module Information
Module title: Market Research in Practice
SCQF level: 08:
SCQF credit value: 20.00
ECTS credit value: 10
Module code: MKT08105
Module leader: Kat Rezai Namaghi
School The Business School
Subject area group: Marketing
Prerequisites

There are no pre-requisites for this module to be added
Description of module content:

In this module you will develop an in-depth understanding of the theory, practice and ethical implications involved in market research. The syllabus will introduce you to the key stages of the market research process, understanding the importance of each stage in any practical market research project. You will engage with a range of literature to understand the importance of secondary research, as well as knowledge in the various methods involved in quantitative and qualitative research. With this knowledge, you will then be able to utilise appropriate research methods to the context of the research problem, tools available and proper implementation. You will learn about the importance of market research in supporting strategic marketing practices, resulting in strong and applied knowledge in market research in practice.
Learning Outcomes for module:

Upon completion of this module you will be able to

LO1: Identify, understand and apply the key stages involved in the market research process.

LO2: Critically examine a range of academic and practice-based literature to understand the respective research topic.

LO3: Understand the processes of collecting, analysing and interpreting qualitative and quantitative data

LO4: Identify appropriate solutions to the context of the market research report using problem-solving, teamwork, and decision-making skills.
Full Details of Teaching and Assessment
2024/5, Trimester 1, In Person, Edinburgh Napier University
VIEW FULL DETAILS
Occurrence: 001
Primary mode of delivery: In Person
Location of delivery: CRAIGLOCKHAR
Partner: Edinburgh Napier University
Member of staff responsible for delivering module: Kat Rezai Namaghi
Module Organiser:


Student Activity (Notional Equivalent Study Hours (NESH))
Mode of activityLearning & Teaching ActivityNESH (Study Hours)NESH Description
Online GROUPIND_STUDY 106 This module is designed to encourage you to participate in teamwork in order to solve current market research problems.
Face To Face Tutorial 6 Through active learning, these tutorials are designed to introduce you to the first stages of market research practice, qualitative research methods and support in your first assessment.
Face To Face Lecture 6 The lectures take you through each stage of the market research process, specifically focusing on a range of current research methods.
Face To Face Practical classes and workshops 12 Through Active Learning practices, the practical tutorials and workshops will introduce you to a range of market research methods and how to apply the market research process to prescribed marketing problems.
Online Guided independent study 70 Alongside the academic learning, this module seeks to encourage you with independent learning.
Total Study Hours200
Expected Total Study Hours for Module200


Assessment
Type of Assessment Weighting % LOs covered Week due Length in Hours/Words Description
Report 60 1~2~3 Week 8 , WORDS= 3000 words A qualitative research report based on the CIM pitch competition brief. You will apply both literature and qualitative research skills and produce a 3000 word report to explore the research phenomenon.
Report 40 3~4 Week 13 , WORDS= 2000 words This is a group research report, where you will apply quantitative research in response to the same CIM problem that they work on in their individual assessments.After attaining feedback from assessment 1 - you will then get into groups and share the key findings from their individual qualitative projects. They will then devise a survey, using the agreed themes from their first assessment and feedback, and then apply their analytical skills to identify trends and correlations, providing solutions to the CIM research problem.
Component 1 subtotal: 60
Component 2 subtotal: 40
Module subtotal: 100

Indicative References and Reading List - URL:
Market Research in Practice
 

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