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DRPS : Course Catalogue : Business School : Common Courses (Management School)

Postgraduate Course: Marketing Research (CMSE11119)

Course Outline
SchoolBusiness School CollegeCollege of Arts, Humanities and Social Sciences
Credit level (Normal year taken)SCQF Level 11 (Postgraduate) AvailabilityAvailable to all students
SCQF Credits15 ECTS Credits7.5
SummaryThe 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.

Outline content:
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.
Entry Requirements (not applicable to Visiting Students)
Pre-requisites Co-requisites
Prohibited Combinations Other requirements None
Information for Visiting Students
High Demand Course? Yes
Course Delivery Information
Not being delivered
Learning Outcomes
On completion of this course, the student will be able to:
  1. Understand and critically discuss the marketing research process.
  2. 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.
  3. Understand the various methodologies and methods of marketing research.
  4. Critically assess the relative benefits and costs of specific methods of data collection, data analysis and presentation of data.
  5. Conduct both quantitative and qualitative research in marketing.
Reading List
Business Research Methods: Emma Bell, Alan Bryman, Bill Harley. Oxford University Press, Nov 5, 2018

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.
KeywordsMark-MRes,Qualitative Research Methods; Quantitative Research Methods,Data Analysis,Data Collection
Course organiserDr Victoria Rodner
Tel: (0131 6)50 8074
Course secretaryMiss Tamara Turford
Tel: (0131 6)50 8074
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