Marketing Research (BS0206)

? Credit Points : 20 ? SCQF Level : 10 ? Acronym : MSE-3-MR

The study of the theoretical and practical aspects of the generation, analysis and interpretation of both continuous and ad hoc Marketing Research, together with the application of specific techniques, e.g. in depth interviews, group interviews, questionnaires, to specific marketing problems such as market volume assessment and advertising research.

Entry Requirements

? Pre-requisites : Marketing (BS0028). QRMB is advisable as the course does not cover statistical analyses in depth.

Subject Areas

Home subject area

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

Delivery Information

? Normal year taken : 3rd year

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

? Contact Teaching Time : 2 hour(s) per week for 10 weeks

First Class Information

Date	Start	End	Room	Area	Additional Information
14/01/2008	09:00	11:00	Room G.04, William Robertson Building	Central

All of the following classes

Type	Day	Start	End	Area
Lecture	Monday	09:00	10:50	Central

Summary of Intended Learning Outcomes

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:
- to provide a basic appreciation of the information requirements in various marketing situations
- to provide a systematic methodology for gathering, recording and analysing marketing information
- to show how marketing research can be utilised by management in order to improve the effectiveness of the marketing decision-making process.