The module aims to help you start building the ability to critically 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

Summative assessment grid

Assessment 1: Market Research Report 100% of final mark)
Assessment brief including criteria mapped to learning outcomes

The Market research report assignment requires you to create a 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. 

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