MMM059-Market Research

Module Provider: Marketing and Reputation
Number of credits: 20 [10 ECTS credits]
Level:7
Terms in which taught: Autumn term module
Pre-requisites:
Non-modular pre-requisites:
Co-requisites:
Modules excluded:
Current from: 2018/9

Email: faten.jaber@henley.ac.uk

Type of module:

Summary module description:

This MSc Module is intended to provide a foundation in market research. It will help students to develop relevant knowledge and skills required to conduct market research.

Aims:

This module provides students with the skills needed to understand how market research is used as a tool for generating business insights and informing business decisions. Businesses increasingly rely on a range of research methods to provide answers to key business problems. This module is designed to acquaint the students with commonly used methods of data collection and analysis, as well as issues around reliability, validity and research ethics.

Assessable learning outcomes:

This module will provide students with:

* An understanding of research problems encountered by managers and approaches to commissioning market research.

* The ability to frame research questions and apply appropriate methods as part of a research strategy. * An understanding of the strengths and weaknesses of different research techniques and the difficulties of applying them in the real world.

* Knowledge of ethical issues within market research.

Additional outcomes:

Outline content:

An overview of market research will be provided in the introductory lecture; these themes will be developed throughout the rest of the module.

Brief description of teaching and learning methods:

This module will be based on a variety of teaching methods including lectures, class discussions, and practical sessions. It puts emphasis on learning by using real life data and marketing problems.

Summative assessment- Examinations:

N/A

Summative assessment- Coursework and in-class tests:

If a group component of summative assessment exists, students may be penalised if they do not contribute equally to their group coursework (presentations to take place in week 15).

For the report, +/- 10% of the total word count is NOT allowed (will be due in week 16).

Formative assessment methods:

Penalties for late submission:

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 

Assessment requirements for a pass:
50%

Reassessment arrangements:

Resubmission of a new written report (on a different topic) in August/ September.

Additional Costs (specified where applicable):

Last updated: 8 June 2018