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University of London International Programmes BSc Business Administration Lead College – Royal Holloway BA3150 Marketing Research Aims Marketing Research is fundamental for informed management decision-making in modern organisations. The course prepares students in both how to identify and how to obtain appropriate marketing information for strategic and tactical marketing decisions. In addition, the course seeks to develop students’ analytical skills and critical thinking to properly interpret the results of a marketing research exercise. Marketing Research (MN303) focuses on providing students with the necessary skills that will enable them to carry out marketing research projects within a real life environment. Pre-requisites BA2070 Strategic Management Learning Outcomes Students who successfully complete this module will be able to: Essential Reading Doing Research Projects in Marketing, Management and Consumer Research (Hackley C.) Included as study materials once registered on the course. Assessment This module is assessed by a two hour unseen written examination. • formulate, organise and conduct a marketing research project; • apply and evaluate different sources of marketing information; • apply and evaluate various data collection techniques; • apply and evaluate various methods of data analysis; and • write a comprehensive market research report Syllabus Topic 1 This topic has two broad aims. One is to introduce you to the ideas and processes of managerial market research and how we will address these issues in the course. The other is to establish a broader perspective on research in marketing. We will explore the various debates and controversies within the field in the context of a general exposition of marketing research principles and practice. This exposition emphasises macro issues and analytical schools of thought rather than detailed accounts of data analytical procedure. Topic 2 This topic explores the basics of market research practice. It will also reflect critically on some of the assumptions of the managerial marketing world-view by drawing on the wider realm of research in marketing. This topic returns to the distinction drawn between ‘marketing research’ and ‘research in marketing’ made in Topic 1 to take a closer look in terms of the debates that have occurred concerning the most effective and appropriate inter-relationship between the two. Topic 3 The marketing research function is said to feed into the larger marketing information system by responding to specific p rob lems and issues with tailored research programmes as required. The marketing research process entails five main stages, the first of which – defining the research problem/issue – will be the focus of this topic. Topic 4 Research design refers to the linked and mutually dependent events that must happen in order for a research project to be completed successfully. There will normally be some overarching theme that gives the separate events coherence and direction. Research design involves a number of choices which are not self-evident, no matter how carefully the research question or problem was formulated. There are a number of parameters within which research projects are constrained, the most obvious being timescale and budget. In this topic we will focus on the aspect of choosing the type of study within the concept of research design. Topic 5 Data gathering decisions in marketing research depend very much on pragmatic considerations as well as on issues of research objectives and research design. The time, budget, personnel available, not to mention the willingness and authentication of respondents to participate, are all important considerations that can be more compelling than theoretical issues. The researcher’s task is to get the best results possible within the terms of the study and within the practical constraints. This topic is organised around several distinctions to illustrate the broad issues and p rob lems at stake in decisions regarding data collection method and focuses on primary data collection. Topic 6 Qualitative data sets are more difficult to collate and analyse than quantitative data sets in the sense that qualitative data are ‘messier’ and less easy to categories. However, qualitative data can sets generate rich insights in elusive contexts. Such data can generate insights in the quality of experience of individuals in particular context. Typically used methods of gathering qualitative data include ‘depth’ interviews, focus or discussion groups, projective techniques, observation, diaries and ethnographies (and ‘netnographies’). In this topic we will look at the mechanisms for gathering qualitative data. Topic 7 Data, whether quantitative or qualitative, do not speak for themselves. Meaning must be conferred upon them by the researcher using an interpretive strategy. The particular interpretive strategy adopted is based on the underlying assumptions of the research design, since research design, data collection method and interpretive strategy are mutually connected. It is these issues of fact and interpretation that we will be looking at in this topic. Topic 8 One member of the 1984 AMA task force referred to in Topic 2, Professor Morris Holbrook of Columbia University, New York , argued that research in marketing should focus less on applied managerial problem-solving and more on what he called ‘pure’ marketing research. Many scientific fields have worked in this way, with academics undertaking ‘blue skies’ research that spin off practical applications. Holbrook argued in favour of an eclectic, ‘pure’ approach to research in marketing that drew on a wide range of cultural and theoretical influences and explored topics creatively for their own intellectual sake. In this topic we will discuss these and other alternative approaches in marketing research. Topic 9 At the beginning of this module it was noted that, while marketing research is central to the claims and ethos of managerial marketing management, it has been by no means necessary in a great many marketing innovations. The conventional research-product design-marketing mix sequence has often been by-passed by inspired and visionary innovators. It was noted that marketing research studies are invaluable for incremental activities such as improvements in service or product quality, and for pre-testing ideas in promotion and product design. But the emphasis on creativity, innovation in marketing has led to a greater emphasis on ‘new model’ research approaches.