Postgraduate Course: Marketing Research (CMSE11119)
Course Outline
| School | Business School |
College | College of Arts, Humanities and Social Sciences |
| Credit level (Normal year taken) | SCQF Level 11 (Postgraduate) |
Availability | Available to all students |
| SCQF Credits | 15 |
ECTS Credits | 7.5 |
| Summary | The course considers both academic and applied research in marketing. This covers philosophical underpinning, methodologies for the collection and analysis of data both Quantitative and Qualitative. Practically it aims to give student the ability to design and carry out a research project on the theme of Market Research, which provides insight into the Research. The course aims to provide students with the necessary knowledge and skills involved in undertaking a dissertation. |
| Course description |
You 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, both primary and secondary data. You will develop an appreciation of the information requirements in various marketing situations, the research process and the systematic methodology in achieving marketing information objectives. You 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.
Syllabus:
Overview of Market Research, both academic and industry
Insight into the Market Research Process
Quantitative data collection -- survey, sampling, statistics
Introduction to statistical analysis using software
Qualitative data collection methods -- focus group, interview, ethnography, digital
Qualitative data analysis -- interpretation and presentation of findings
Qualitative data analysis workshop
Digital Marketing Research/Analytics session
Student Learning Experience:
The lectures and workshops will explore the marketing research process and both qualitative and quantitative research methods. In the workshops these will be interactive with students having opportunity to pose questions. You will be expected to work on topics raised within the lectures during the period of the course. You will develop skills in literature searching and using e-journals for wider reading. You will gain insight into your own working practice as you undertake coursework.
Tutorial/seminar hours represent the minimum total live hours - online or in-person - a student can expect to receive on this course. These hours may be delivered in tutorial/seminar, lecture, workshop or other interactive whole class or small group format. These live hours may be supplemented by pre-recorded lecture material for students to engage with asynchronously.
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Entry Requirements (not applicable to Visiting Students)
| Pre-requisites |
|
Co-requisites | |
| Prohibited Combinations | |
Other requirements | None |
Information for Visiting Students
| Pre-requisites | None |
| High Demand Course? |
Yes |
Course Delivery Information
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| Academic year 2021/22, Available to all students (SV1)
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Quota: None |
| Course Start |
Semester 1 |
Timetable |
Timetable |
| Learning and Teaching activities (Further Info) |
Total Hours:
150
(
Seminar/Tutorial Hours 15,
Programme Level Learning and Teaching Hours 3,
Directed Learning and Independent Learning Hours
132 )
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| Additional Information (Learning and Teaching) |
Seminar/Tutorial hrs are the min total live hrs, online or in-person, students can expect to receive
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| Assessment (Further Info) |
Written Exam
0 %,
Coursework
100 %,
Practical Exam
0 %
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| Additional Information (Assessment) |
100% coursework (individual) - assesses all course Learning Outcomes
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| Feedback |
Formative feedback:
In discussion in synchronous sessions.
Summative feedback:
Provided on the coursework.
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| No Exam Information |
Learning Outcomes
On completion of this course, the student will be able to:
- Understand and critically discuss the marketing research process.
- Know and critically discuss the various philosophical debates surrounding research in marketing/business studies. Understand and apply the various methodologies and methods of marketing research.
- Understand the various methodologies and methods of marketing research.
- Critically assess the relative benefits and costs of specific methods of data collection, data analysis and presentation of data.
- Conduct both quantitative and qualitative research in marketing.
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Reading List
Business Research Methods: Emma¿Bell, Alan¿Bryman, Bill¿Harley. Oxford University Press, Nov 5, 2018
Resource List:
https://eu01.alma.exlibrisgroup.com/leganto/public/44UOE_INST/lists/26181436140002466?auth=SAML |
Additional Information
| Graduate Attributes and Skills |
Cognitive Skills:
After completing this course, students should be able to:
- evaluate competing methodological research designs used within marketing;
- collect, analyse, interpret and present data according to the conventions within academic and commercial contexts;
- select appropriate data collection methods and instruments for certain marketing problems;
- evaluate marketing research proposals and the credibility of data;
Subject Specific Skills:
After completing this course, students should be able to:
- design and present appropriate research proposals to address a marketing problem;
- undertake research using a range of data collection methods;
- undertake field/desk marketing research;
- conduct literature searches, using e-journals for wider reading;
- communicate research findings clearly. |
| Keywords | Mark-MRes,Qualitative Research Methods; Quantitative Research Methods,Data Analysis,Data Collection |
Contacts
| Course organiser | Prof Jake Ansell
Tel: (0131 6)50 3806
Email: J.Ansell@ed.ac.uk |
Course secretary | Ms Emily Davis
Tel: (0131 6)51 7112
Email: Emily.Davis@ed.ac.uk |
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