APME54-Marketing Research Methods

Module Provider: Agr and Food Econ
Number of credits: 10 [5 ECTS credits]
Level:7
Terms in which taught: Spring term module
Pre-requisites:
Non-modular pre-requisites:
Co-requisites:
Modules excluded:
Current from: 2018/9

Module Convenor: Dr Giacomo Zanello

Email: g.zanello@reading.ac.uk

Type of module:

Summary module description:
The module aims to provide the theoretical and applied knowledge of multivariate statistical techniques for data analysis in a market research environment.

Aims:

Good marketing decisions require solid marketing research. The main objective of this course is to provide students with the theoretical and applied knowledge of multivariate statistical techniques for data analysis in a market research environment. Students will gain an exposure and understanding to different techniques, and apply quantitative marketing methods that are typically used to analyse data in marketing.


Assessable learning outcomes:

At the end of this module students will:




  • Recognize the role and value of statistical techniques in a market research environment.

  • Become familiar with the steps of a research design, including the structure and characteristics of a research report.

  • Gather a knowledge of a selection of statistical techniques and apply them to marketing research problems.

  • Understand the output of marketing research investigations.

  • Master SPSS for statistical analysis within a market research perspective.

  • Develop effective written communication skills for a marketing and professional environment.


Additional outcomes:
Use of SPSS for advanced statistical analysis within a market research perspective. Effective written communication skills for a marketing and professional environment.

Outline content:


  1. Introduction (data and marketing)

  2. Measurement, stats, and graphs

  3. Hypothesis testing

  4. Regression analysis (OLS)

  5. Logit and Principal Component Analysis (PCA)

  6. Cluster analysis

  7. Ordered logit

  8. Segmentation

  9. Discrete choice conjoint analysis

  10. Test (30%)


Brief description of teaching and learning methods:

Reference books



Mazzocchi, M. (2008). Statistics for marketing and consumer research. Sage. The book is freely and fully available online through the Reading University Library.



Field, A. (2013). Discovering statistics using SPSS (and sex and drugs and rock 'n' roll). Sage. Book available at the Library.



Brief description of teaching and learning methods: 

Theory and methods will be presented in the lecture, while SPSS tutorials will be devoted to the application of the above to real data.



 


Contact hours:
  Autumn Spring Summer
Lectures 10
Practicals classes and workshops 10
Guided independent study 80
       
Total hours by term 100.00
       
Total hours for module 100.00

Summative Assessment Methods:
Method Percentage
Written assignment including essay 70
Class test administered by School 30

Summative assessment- Examinations:

Summative assessment- Coursework and in-class tests:

The assessment for the module is in two parts.




  1. Students will submit a Marketing Report based on analysis of a real dataset. The report must not be longer than 4,500 words (excluding tables, bibliography, and appendix). The assignment will be held in Week 6 and it is due the first day of Summer Term (April 16, 2017). The Report must be submitted via Turnitin (see link under ‘Assignment’ in Blackboard). This part of the assessment carries a weight of 70%.

  2. Students also sit an examination paper consisting of 30 multiple choice questions lasting 60 minutes which covers most of the key material presented in the module. The test will be held in Week 11. This part of the assessment carries a weight of 30%.



Relative percentage of coursework: 100%


Formative assessment methods:

Penalties for late submission:

Standard University rule applies: 10% marks deducted for work submitted up to one week late. Work submitted more than one week late will be awarded a zero mark.
Students must bear in mind that there is no scope for flexibility in the taking of the multiple-choice test, i.e. there is no scope for ‘make-up’ tests. A very strong reason will be needed to skip the test; the extenuating circumstances form will need to be submitted and approved (both by the tutor as well as the module convenor), along with accompanying documentation. If the test is missed but the approval granted, the assignment mark will be raised to account for 100% of the mark. If the test is missed, but approval not granted, the test mark will be entered as a zero.

Assessment requirements for a pass:
A mark of 50% overall.

Reassessment arrangements:

Coursework assignment to be carried out in August.


Additional Costs (specified where applicable):
1) Required text books:
2) Specialist equipment or materials:
3) Specialist clothing, footwear or headgear:
4) Printing and binding:
5) Computers and devices with a particular specification:
6) Travel, accommodation and subsistence:

Last updated: 3 May 2018

THE INFORMATION CONTAINED IN THIS MODULE DESCRIPTION DOES NOT FORM ANY PART OF A STUDENT'S CONTRACT.

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