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Market Research (20-21)
Class
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Murilo Branco
Market research is considered a practical decision-making tool in the fields of business and marketing. This module aims to equip you with a comprehensive understanding of how market research can help you make business decisions and how you can transform research findings into actionable business and marketing insights.
The module aims to help you start building the ability to evaluate and accurately interpret research. During the module, we will discuss topics including how to translate a management problem into a feasible research question, and how to draw appropriate conclusions from research results. Moreover, upon completion of the module, you will also understand the contributions and limitations of market research.
The module will be taught through weekly lectures and practical seminars. In the lecture, the main concepts and ideas will be explained by the module leader, and the seminars will provide the space to discuss the compulsory readings and develop a research plan, collect and analyse data and present findings as a class project. It is essential that you fully engage with your self-study along the week sessions apart from your previous reading before every lesson. The module will have its own Blackboard page on which you will access readings, examples, and lecture notes.
Learning outcomes to be assessed
At the end of the module you will be able to:
LO1. Interpret and translate a business problem into a feasible research question
LO2. Differentiate between the different concepts and methods of marketing research
LO3. Draw appropriate conclusions from research results using relevant data
Indicative Contact Hours
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Teaching Contact Hours |
56 hours |
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Independent Study Hours |
144 hours (for modules with 20 UK credits) 44 hours (for modules with 10 UK credits) |
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Total Learning Hours |
200 hours (for modules with 20 UK credits) 100 hours (for modules with 10 UK credits) |
Summative assessment grid
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Type of Assessment |
Word Count or equivalent |
Threshold (if Professional Body-PSRB applies) |
Weighting |
Pass Mark |
Submission due-date & time |
Method of Submission & Date of Feedback |
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A1 - Market Research Report
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2.200 words (+/-10%)
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n/a |
100% |
40% |
Week 16 (Date and time TBC)
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Via NEOlms & 10 working days after the assessment |
Assessment brief including criteria mapped to learning outcomes
Assessment 1: Market Research Report 100% of final mark)
The Market research report assignment requires you to create a three real market research report related to three different techniques: Exploratory, descriptive and Casual. The market research will be developed during the semester and with the teachers guidance. All instructions and step-by-step on how to create the market research will be designed in the formative assessments that will take place during the semester.
Feedback will be provided to you regularly during the semester. This will help you achieve a higher mark. In case of any further questions, please do not hesitate to contact the module leader.
Marking Criteria for Assessment 1: (LO-01, LO-02, LO-03 will be assessed).
This assessment will be marked according to the following criteria:
Knowledge and Understanding (20%): Students need to identify the market research objectives that need to be addressed through the market research process. Students also need to determine the design of research, data collection techniques, and the suitable source and the types of data to show an appropriate understanding of concepts.
Cognitive Skills (30%): Students are expected to reason their own recommendations and to apply the appropriate tools to analyse and interpret the data.
Practical/Professional Skills (30%): Students need to be able to collect and organise the relevant data for the analysis and present it properly in a report form.
Transferable Skills (20%): Students need to present their work in a clear, concise and consistent manner. Referencing should be correct and appropriate following Harvard referencing style.
For guidance on online submission of assignments, including how to submit and how to access online feedback, please refer to the MIUC lms student guideline.
Remember to log into MIUC NEOlms platform daily to receive all the latest news and support available at your module sites!
For more info check the attached MSG.
/files/107979/MSG_MR_2020-21_BA_UWL_Mj.pdf
Cover page for the assessment submissions:
/files/107979/2020_2021_Assignment_Final_Cover_Sheet_MIUC_(1).docx
Here is the class outline:
Online classes and recordedHere you have the links to the recorded classes and the online live stream. 2 sections
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Assessment 1 - Market Research Report (100%)3 sections
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Week 1 - Introduction to Market Research
8 Feb
4 sections
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Week 2 - Overview of market research
15 Feb
In this week you will learn about the role of the research process and outcomes for business decision making ethics in market research. How to implement the market research in practice and the main relevant techniques summarized. A presentation of the semester content summarized. By the end of this week a non-graded multiple-choice quiz will be held to check the concepts learning. 3 sections
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Week 3 - Problem definition and the research process.
22 Feb
This week will cover the understanding of the nature of marketing problems and the importance of proper problem definition. You will also learn how to manage the process of defining a problem using, for example, the iceberg principle. Therefore, you should determine the relevant variables and the objectives oriented for decision-making process considering the main research objectives. 7 sections
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Week 4 – Qualitative Research
1 Mar
This week you will learn what is qualitative research and the specific ways of using qualitative research to solve marketing related problems. We will understand the main differences of qualitative and quantitative research and when to use it. The concept of phenomenology and ethnography we’ll be further understood. You will learne how to build up frameworks using a ground theory and the goals of it. Therefore, you will learn how to analyse qualitative responses and the methods for doing so. Therefore commom techniques as interview, focus group and the application of it will be explained during these sessions. 6 sections
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Week 5 – Secondary Data Research
8 Mar
In these two sessions you will develop skills to perform different analysis of secondary data bases, building up your own model and considering different techniques as observational, fact-finding, databased marketing and data mining. Finally, you will learn how to externalize the data using a distribution system. 4 sections
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Week 6 – Survey Research
15 Mar
In this week you’ll learn how to perform different types of surveys and the proper research methods related. Experimental research methods will be performed by students for a better understanding of the main elements of the survey for marketing insights. Therefore, you will learn about the different errors and biases related to the surveys in the market research process and how to design specific questionnaires accordingly to each marketing research goal. 5 sections
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Week 7 - Observation
22 Mar
In this week you;ll learn what is an observation and how to perform it. We will also check the nature of the observational studies and when they should be used. Therefore, you will learn that observation techniques should consider controlled groups and how to perform it and how to measure physiological reactions. 4 sections
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Week 8 - Measurement and survey questionnaire design
5 Apr
In this week you will understand the basic principles of measurement and how the process of measurement works. We will go through the different levels of measurement and how to select the measurement scales accordingly to the type of data we are using. 4 sections
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Week 9 – Questionnaire design
12 Apr
This week you will learn the steps involving the questionnaire design considering the types of fixed-alternative questions, the wording of questions in questionnaire and the physical characteristics of questionnaires. Therefore, you will learn more specific elements of the sampling planning and how to define it for your research problem. 7 sections
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Week 10 - Univariate Statistical Analysis
19 Apr
By the end of this week you should understand the basic elements of the hypothesis testing and the properties of the normal distribution. You will be able to perform descriptive and inferential statistics considering sample and population parameters. Therefore, you will learn how to use frequency distributions and to perform the measurement of central tendency and dispersion. 6 sections
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Week 11 – Bivariate Statistical Analysis I
26 Apr
Key concepts/issues: Bivariate Statistical Analysis This week will explore the bivariate statistical techniques considering the test of difference, the test of association and the grouped numerical data. Therefore you will be ale to perform one way analysis of variance and post hoc analysis. 8 sections
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Week 12 - Bivariate Statistical Analysis II
3 May
This week you will learn how to derive and read the pearson’s correlation coefficient and how to perform a correlation matrix. Therefore you will be able to perform a regression analysis and use the least-squares method of regression to analyse the performance of your quantitative research. Finally you will be able to perform tests of statistical significance and cross-tabulation tables. 9 sections
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Week 13 - Causal Research
10 May
This week we will explore the the main issues regarding teh causal research and its application in the marketing and business environment. 14 sections
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Week 14 – Communication Research Results
24 May
This week we will explore the analysis of the communication and presentation of different results in the market research process considering the different communicaton models, the descriptive format and the two-stage report format. We will also see that there are different templates and formats that can help you to perform your outputs and communication, for example, using charts, graphics and tables, 8 sections
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