? Credit Points : 10  ? SCQF Level : 11  ? Acronym : MSE-P-BS0116

Marketing research has been defined as the systematic gathering, recording and analysing of data about problems relating to the marketing of goods and services. With this definition in mind, the course has been designed to achieve the following:

1. To provide a basic appreciation of the information requirements in various marketing situations.

2. To provide a systematic methodology for gathering, recording and analysing marketing information.

3. To show how effective market research can be utilised by management in order to improve the effectiveness of the marketing decision making process.

? This course is not available to visting students.

? Pre-requisites : PGs Only

Home subject area

Business Studies, (Management School and Economics, Schedule H)

? Normal year taken : Postgraduate

? Delivery Period : Semester 2 (Blocks 3-4)

? Contact Teaching Time : 2 hour(s) 30 minutes per week for 9 weeks

Upon completion of the course, the student will be able to:
-design and present an appropriate research proposal to address a marketing problem.
-critically evaluate an existing marketing research proposal.
-know where to obtain information which will aid decision making within a company.
-be aware of the services provided by commercial market research agencies.

Performance in the course will be assessed by an exam worth 50%, and one piece of assessed work worth 50%.

Exam times

Diet Diet Month Paper Code Paper Name Length 1ST March 1 - 2 hour(s)

The Course Secretary should be the first point of contact for all enquiries.

Course Secretary

Mrs Freda Paterson
Tel : (0131 6)50 8065
Email : f.paterson@ed.ac.uk

Course Organiser

Mr Simon Earp
Tel : (0131 6)50 8067
Email : S.Earp@ed.ac.uk

School Website : http://www.man.ed.ac.uk/

College Website : http://www.hss.ed.ac.uk/