Download Subject Code MM586 Subject Title Marketing Research Credit

Subject Code
MM586
Subject Title
Marketing Research
Credit Value
3
Level
5
Normal Duration
1-semester
Pre-requisite/
Co-requisite/
Exclusion
Managing Customers and Markets (MM574) or
Role and Purposes
This course is designed to:
 enable students to tap information sources relevant to solving marketing problems;
 enable students to apply up-to-date marketing research techniques;
 develop students’ ability to interpret marketing research findings.
Subject Learning
Outcomes
Upon completion of the subject, students will be able to:
a. locate and identify information sources relevant to solving marketing problems;
b. evaluate the marketing research process;
c. use statistical programs for analyzing and interpreting marketing research data;
d. apply up-to-date marketing research techniques and prepare research proposals.
Subject Synopsis/
Indicative Syllabus
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Teaching/Learning
Methodology
The subject will consist of formal lectures, discussions, practical exercises, group
assignments and presentations, and computer workshops.
Marketing Management (MM576)
Basics of marketing research
Defining the marketing problem and research objectives
Research design
Sources of information
Measurement issues
Data collection methods
Questionnaire design
Sampling techniques
Survey implementation
Data analysis
Interpretation of results
Research reports
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Assessment
Methods in
Alignment with
Intended Learning
Outcomes
Specific assessment
methods/tasks
%
weighting
Intended subject learning outcomes to be
assessed (Please tick as appropriate)
a.
Continuous Assessment*
b.
d.
100%
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1. Participation
10%
2. Data analysis test
30%
3. Individual assignment
30%
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4. Group assignment
30%
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Total
c.
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100 %
*Weighting of assessment methods/tasks in continuous assessment may be different, subject to each
subject lecturer.
To pass this subject, students are required to obtain Grade D or above in the Continuous
Assessment components.
Explanation of the appropriateness of the assessment methods in assessing the
intended learning outcomes:
To help students understand both the principles and techniques of marketing research,
they will be required to participate in-class discussion, undertake individual and group
assignment(s) and attempt a data analysis test. While these in-class discussion and group
assignments will help students achieve effective communication skills, they together with
the data analysis test will further help students sharpen their critical and creative thinking.
The different assessment methods are further detailed below:
Participation: Attendance and active involvement in class discussions are the two
assessed areas. For students to derive any real benefit from this course it is absolutely
essential that they come prepared to seminars and computer workshops and participate in
the activities.
Individual Assignment: Each student will be assigned with essay questions to assess how
well he/she understands the fundamental concepts and skills of marketing research as well
as his/her writing skills.
Data Analysis Test: Students’ ability to use statistical programs for analyzing and
understanding marketing research data is assessed, so is their ability to interpret research
findings.
Group Assignment: The class will be divided into groups. Each group is required to
undertake one marketing research project to address a real-world marketing
issue/problem and do a verbal presentation as well as submit a written project report. The
rest of the class are expected to contribute to the discussion in class. A meaningful
discussion of the project can only occur when all students in the class, not just the
presenting students, make a contribution. Every member in the team must participate in
the presentation. Open discussion will then follow and be concluded by comments from
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the lecturer. This piece of assessment is to test how well students can apply up-to-date
marketing research techniques to solve real marketing problems.
Student Study
Effort Expected
Class contact:
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Lectures
39 Hrs.
Other student study effort:
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Preparation for lectures
39 Hrs.
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Preparation for assignment / group project and
presentation
78 Hrs.
Total student study effort
Reading List and
References
156 Hrs.
Textbook
Burns, A. C. and Bush, R. F., Marketing Research, New York: Pearson, latest edition.
References
European Journal of Marketing
Journal of Marketing
Lacobucci, D. and Churchill, G. A. Marketing Research: Methodological Foundations,
Nashville TN: Earlie Lite Books, Inc., latest edition.
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