Second year module
Lecturer: Sheena Leek
This module aims to provide students with a fundamental understanding of market research concepts that range from undertaking a marketing research project, using secondary data, understanding of a range of research methodologies, analysing the data arising from the implementation of the project and writing the report.
By the end of the module the student should be able to:
Display understanding of the various stages of the market research process and be capable of applying it.
Display understanding of the value and use of secondary data.
Justify selection of the appropriate methodology for a research project and implement it.
Analyse both qualitative and quantitative data.
Group research project 5000 words (70%) and individual one hour class test (30%)