Postgraduate Course: Marketing Research (CMSE11119)
Course Outline
| School | Business School |
College | College of Humanities and Social Science |
| Course type | Standard |
Availability | Available to all students |
| Credit level (Normal year taken) | SCQF Level 11 (Postgraduate) |
Credits | 15 |
| Home subject area | Common Courses (Management School) |
Other subject area | None |
| Course website |
None |
Taught in Gaelic? | No |
| Course description | The course considers both academic and applied research in marketing. The course aims to provide students with the necessary knowledge and skills involved in undertaking a dissertation and wider marketing research. Students will learn about the methods and philosophical debates surrounding empirical research in academia. The course will engage students in the (marketing) research process which involves the systematic gathering, recording and analysing of data about problems relating to the marketing of goods and services. Students will be provided with a basic appreciation of the information requirements in various marketing situations, the research process and the systematic methodology in achieving marketing information objectives. Students will also learn how marketing research can be utilised by management in order to improve the effectiveness of the marketing decision-making process and secondly how research can aid development of marketing as an academic discipline. |
Entry Requirements (not applicable to Visiting Students)
| Pre-requisites |
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Co-requisites | |
| Prohibited Combinations | |
Other requirements | None |
| Additional Costs | None |
Information for Visiting Students
| Pre-requisites | None |
| Displayed in Visiting Students Prospectus? | No |
Course Delivery Information
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| Delivery period: 2013/14 Semester 1, Available to all students (SV1)
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Learn enabled: Yes |
Quota: None |
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Web Timetable |
Web Timetable |
| Course Start Date |
16/09/2013 |
| Breakdown of Learning and Teaching activities (Further Info) |
Total Hours:
150
(
Lecture Hours 18,
Supervised Practical/Workshop/Studio Hours 4,
Summative Assessment Hours 2,
Programme Level Learning and Teaching Hours 3,
Directed Learning and Independent Learning Hours
123 )
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| Additional Notes |
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| Breakdown of Assessment Methods (Further Info) |
Written Exam
70 %,
Coursework
30 %,
Practical Exam
0 %
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| Exam Information |
| Exam Diet |
Paper Name |
Hours & Minutes |
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| Main Exam Diet S1 (December) | Marketing Research | 2:00 | |
Summary of Intended Learning Outcomes
A. Knowledge and understanding of
* the marketing research process;
* the internal and external sources of information available in the conduct of marketing research;
* the various methodologies and methods of marketing research;
* the various philosophical debates surrounding academic research in marketing/business studies;
* the relative benefits and costs of conducting marketing research;
* the relative benefits and costs of specific methods of data collection, data analysis and presentation of data;
* the services provided by commercial market research agencies.
B. Intellectual skills
Students will develop analytical skills such as:
* the ability to collect, analyse, interpret and present data according to the conventions and standards required in academia and commerce;
* the ability to select appropriate data collection methods and instruments for certain marketing problems;
* the ability to evaluate marketing proposals and credibility of data.
C. Professional/subject specific/practical skills
Students will gain:
* the ability to design and present an appropriate research proposal to address a marketing problem;
* the ability to critically evaluate an existing marketing research proposal;
* the ability to undertake research using a range of data collection methods;
* the ability to undertake field/desk marketing research.
D. Transferable skills
By the end of the course students will be expected to:
* be able to design and present business reports and proposals;
* be able to undertake marketing research individually and as part of a team.
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Assessment Information
List of assessments and marks: ¿ 30% Group Assignment ¿ 70% Examination. The examination will consist of two sections and students should answer one question from each section. The sections will pertain to Quantitative and Qualitative research methods. The questions will carry equal weight in the examination mark.
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Special Arrangements
| None |
Additional Information
| Academic description |
Not entered |
| Syllabus |
Not entered |
| Transferable skills |
Not entered |
| Reading list |
Bryman, A. and Bell, E. (2011) Business Research Methods, 3rd ed, Oxford University Press, Oxford. (earlier editions of this text are also suitable)
Other sources:
Saunders, M, Lewis, P. and Thornhill, A. (2007), Research Methods for Business Students, (5th Edition), London, Prentice Hall.
Bradley, R. (2010), Marketing Research: Tools and Techniques, 2nd Ed., Oxford, Oxford University Press.
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| Study Abroad |
Not entered |
| Study Pattern |
Not entered |
| Keywords | Not entered |
Contacts
| Course organiser | Dr Jake Ansell
Tel: (0131 6)50 3806
Email: J.Ansell@ed.ac.uk |
Course secretary | Miss Malgorzata Litwinska
Tel: (0131 6)51 3028
Email: Maggie.Litwinska@ed.ac.uk |
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© Copyright 2013 The University of Edinburgh - 13 January 2014 3:45 am
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