Teaching Responsibility

LJMU Schools involved in Delivery:

Liverpool Business School

Learning Methods

Lecture

Seminar

Workshop

Module Offerings

5032BUSMK-JAN-MTP

Aims

The module takes students through key elements of the market research process and to develop some practical research skills. The module will also prepare students for the level six independent project or dissertation.

Learning Outcomes

1.
Distinguish the key steps in the marketing research process
2.
Evaluate different research methods and their use in different research contexts
3.
Evaluate how research methods are evolving for online and mobile market contexts
4.
Write an individual research plan

Module Content

Outline Syllabus:Overview of Marketing Research Process Selection and Evaluation of Secondary Data Planning for Qualitative and Quantitative Research Justification of Research Design (Sampling, data Collection etc) Overview of Key Methods (interview, focus group, observation, survey) Focus on evolving research methods for online and mobile contexts (e.g. ethnography) Ethical Issues in Marketing Research
Module Overview:
The module addresses key elements of the market research process and to develop some practical research skills. The module will also prepare you for the final year independent project or dissertation.
Additional Information:The course will encourage students to become familiar with research methods that are currently used in marketing. Students will have the opportunity to undertake a small scale research project and to find out about existing methods of market research and new online methods such as netnography. Skills learnt on the module will help student in their final year marketing project.

Assessments

Presentation