APME54-Marketing Research Methods

Module Provider: Agr and Food Econ
Number of credits: 10 [5 ECTS credits]
Terms in which taught: Spring term module
Non-modular pre-requisites:
Modules excluded:
Module version for: 2017/8

Module Convenor: Dr Giacomo Zanello

Email: g.zanello@reading.ac.uk

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.

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

Assessable learning outcomes:
Knowledge of a selection of statistical techniques with an orientation to marketing research problems. The capacity to organize and understand the output of marketing research investigations.

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:

  • The Marketing research process * Questionnaire, field work and survey methods * Sampling techniques * Data base management and descriptive statistics (SPSS tutorial) * Factor analysis and cluster analysis * Preference mapping * Conjoint analysis * Advertising research

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 or simulated data.

Contact hours:
  Autumn Spring Summer
Lectures 16
Tutorials 4
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

Other information on summative assessment:
The coursework assessment will be based on one individual/group assignment (70%) and one multiple-choice test (30%).

Individual/Group assignment – Students can choose to work individually or in groups of two. Students will be given a marketing research problem and a data set ready for use and will be asked to:
• Choose a technique to analyse data
• Provide results and comments
• Structure these in a short marketing research report form

Multiple-choice test: A one-hour multiple-choice test will be held in class in week 27 (8th week of class).

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.
Penalties for late submission on this module are in accordance with the University policy. Please refer to page 5 of the Postgraduate Guide to Assessment for further information: http://www.reading.ac.uk/internal/exams/student/exa-guidePG.aspx

Length of examination:

Requirements for a pass:
A mark of 50% overall.

Reassessment arrangements:
By submission of coursework.

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 April 2017

Things to do now