marketing research module booklet 2011 12

8/4/2019 Marketing Research Module Booklet 2011 12

1/14

UNIVERSITY OF ROEHAMPTON BUSINESS SCHOOLDIRECTOR: Professor Elaine Harris

Roehampton UniversitySouthlands College80 Roehampton LaneLondon SW15 5SLTel: 020-8392 3000 (switchboard)Tel: 020 8392 3440 (office)Fax: 020 8392 3518

www.roehampton.ac.uk

Academic Year: 2011-2012

MODULE CODE: BUS020N562Y

MODULE TITLE: Marketing Research

MODULE CONVENER: Sue Layton

Email: [email protected] Room: QB208

ASSESSMENT DETAILS50% Exam

50% Coursework

Coursework is a group based 4000 word project and presentation

90% individual mark, 10% group mark

Coursework hand in date: Monday 20th February 2012 before 2pm
http://www.roehampton.ac.uk/http://www.roehampton.ac.uk/


2/14

Learning Compact

For all taught modules Roehampton requires a learning compact withresponsibilities for tutors and students. This sets out general rights andresponsibilities.

1. The module convener will issue every student enrolling on that modulewith a booklet describing the nature and demands of the module,including: a calendar of all classes involved in the module and a week-by-

week list of the topics to be covered by the modules; a list of required preparation for each week; a description of the assessment criteria to be used during the

module; a statement of the nature, pattern and timing of the assessment; a list of the dates by which all assignments must be submitted

and details of the process for doing this; a list of the dates by which each assignment will be returned to

the students and details of the process for doing this; a final date for collection of coursework by students, after which

return cannot be guaranteed.

2. A register will be kept of attendance, and submission and return of allassignments for all modules.

3. Students are expected to: participate fully in the learning process; attend all classes and arranged tutorials; provide the tutor with an explanation of enforced absences;

hand all coursework assignments in on time in accordance withpublished procedures;

attend all examinations at the published time and venue; complete 100 hours of study (including assessed work and

timetabled activities) for each 10-credit module (200 hours for 20credits, 300 hours for 30 credits, 400 hours for 40 credits);

regularly check their communication channels (e.g. notice boards,StudyZone Moodle, e-mails);

up-date their records with the University and the Business School

MODULE RATIONALE

This module will complement the students studies of Marketing Management.It aims to provide an understanding of the theory and practice of marketingresearch as an essential contributor to informed, objective decision-making.

The module includes a review of key conceptual aspects as well as the principaltechniques involved in practical application. Completion of this moduleprepares students for a possible future role in marketing and/or marketingresearch.

2


3/14

LEARNING OUTCOMES

Students who successfully complete this module will be able to:

1. Understand the context and functions of marketing research within thewider marketing task as well as its process and general methodology.

2. Demonstrate knowledge, understanding and critical analysis of keytheoretical concepts underpinning primary and secondary research.

3. Understand and apply important concepts and techniques withinquantitative and qualitative research such as sampling, rating scales,

Kelly (repertory) grids, projective techniques and focus groups.4. Apply cognitive skills through problem solving, the analysis of

marketing research data and data evaluation.

5. Carry out practical skills such as questionnaire design, personalinterviewing, data analysis through SPSS, presentations and reportwriting.

6. Demonstrate key communication skills, both oral and written, throughIn-class presentations as well as written reports.

7. Hold additional skills in terms of time-management to meetassessment deadlines, teamwork in terms of the group project andindependent effort in terms of essays carried out under examination

conditions.

3


4/14

TEACHING PROGRAMME

Week Date

(w/c)

Spring Term Reading

13 09 Jan 12 Measurement andScaling

Proctor: chapter 6

14 16 Jan 12 Questionnaire Design Proctor: chapter 7

Week Date

(w/c)

Lecture &

Assessments

Seminar

1 26 Sep 11 Introduction to

Marketing Research

Proctor: chapter 1

2 03 Oct

11

Project Planning,

Sampling and

Questionnaires

Proctor: chapter 2, 3 and 7

Pallant: chapter 1

3 10 Oct

11

*Essential site visit for

coursework

4 17 Oct

11

Group questionnaire

tutorials

Proctor: chapter 7

5 24 Oct

11

*Essential live surveys Proctor: chapter 5

6 31 Oct

11

*Essential live surveys Proctor: chapter 5

7 7 Nov 11 Survey feedback

8 14 Nov

11

Research Procedures &

Research Design

Proctor: chapter 2

9 21 Nov

11

Secondary Research:Resources & Methods

Proctor: chapter 3

10 28 Nov

11

Primary Research:Quantitative

Proctor: chapter 5

11 05 Dec

11

* Essential SPSS labsession

Pallant: as required

12 12 Dec

11

SPSS practical labsession

Pallant: as required

4


5/14

15 23 Jan 12 Sampling: Theory &Practice 1 & 2

Proctor: chapter 4

16 30 Jan 12 Group tutorials

17 06 Feb

12

Primary Research:

Qualitative 1

Proctor: chapter 8

18 13 Feb

12

Primary Research:

Qualitative 2

Proctor: chapter 8

19 20 Feb

12

Data Analysis &

Presentation

Proctor: chapter 10 and 11

20 27 Feb

12

Applied Marketing

Research

Proctor: chapter 13

21 05 Mar

12

Group tutorials

22 12 Mar

12

Presentations

23 19 Mar12

Presentations

24 26 Mar

12

In class exam revision

23 Apr

12

Consultation Week

30 Apr

18 May

12

Examination Period

*Students who are unable to attend the Essential elements of this

module may be unable to complete the coursework

ASSESSMENT

Coursework 50%:

A group project comprising a quantitative marketing research survey of 100face-to-face interviews to be undertaken in groups of 4/5 leading to theproduction of a written report within a maximum of 4,000 words followed by a30-minute presentation of the results. EACH GROUP MEMBER WILL BEASSESSED INDIVIDUALLY FOR 90% OF THE MARKS WITH 10% OF THE MARKSAWARDED TO THE GROUP AS A WHOLE.Each student will be expected to contribute approximately 1000 words to the

report AND 4 questions to the questionnaire. He/she will analyse the 4questions and write an appropriate section for the report results based on thatanalysis. In addition, each student will write a specific section of the report e.g.Executive summary, research objectives, research methodology etc. EACHSTUDENT WILL IDENTIFY WHICH SECTION THEY WROTE WITH THEIR NAME ANDSTUDENT NUMBER HEADING THEIR SECTION(S). Every student must participatein the (video) presentation. He/she will be expected to present the sections andfindings they are responsible for in the report and will be marked individually.

The Group Project:This comprises a 'live' marketing topic to be discussed with the lecturer e.g. 'A

taste challenge between Virgin cola and Coca cola' or 'An investigation intocollege catering facilities or 'Consumer reactions to Red Bull, a sports and health

5


6/14

drink? - each of which were recent topics of fieldwork projects by students. Theproject report should include ALL of the following:

Research (time) schedule.For each stage of research including the planning stage and individual teammember responsibilities. This should be typed (no more than one A4 page) and

submitted to your tutor for approval by teaching week 4.

Design of questionnaire to include:*introduction to the respondent*screening questions*recruitment/classification questions*multiple-choice questions*at least 1 and no more than 2 open-ended questions*at least 3 different types of scaling question

100 interviews to be carried out. 4 questions to be submitted by each groupmember.

You may discuss the questionnaire with your tutor. Include the questionnaire inthe

appendix of your report.

Data analysis using SPSS .Each group member to analyse his/her own questions and provide a variety of

tablese.g. %s, raw data etc. or charts e.g. pie, bar, etc.

Presentation.You are required to present your fieldwork project using PowerPoint. The venue for

this

will be your allocated lecture room and the date will be confirmed to you in thefirst few

weeks of term. Maximum length is 30 minutes and ALL team members shouldparticipate, presenting their own analysis of their questions as well as additionalsections e.g. Introduction, Objectives etc. It is important you rehearse well

beforehand.

Written report/project presentation .In report-format with appropriate headings and word-processed. Cover page mustinclude module title and code, project title, names/student numbers of teammembers.

Personal learning statements (appendix 1)Each team member must submit a short report (one A4 page) on how they felt theproject was handled/conducted by their team, how equally each contributed to theproject, what improvements they may make on another occasion and what theyhave learned from the experience. These are confidential so submit separately inenvelopes at the back of your report.

Include your project task records (appendix 2) and the final questionnaire in thereport appendices.

You will be required to fill out the Schools generic ethics agreement. Details will be

given out in class.

6


7/14

Mark scheme and feedback sheets for coursework will be found in appendix 3 and4. Written feedback and provisional marks will be available within four weeks ofthe final presentation date.

FEEDBACK

Comprehensive written feedback will be available within the university stated

guidelines for return of work (four weeks). Students should make an

appointment with the lecturer either individually or in groups to receive

individual comment.

ASSIGNMENT SUBMISSIONS

SUBMISSION OF PRINTED AND DIGITAL COPIES

Unless otherwise stated on the assignment documentation, the BusinessSchool requires both a printed and digital version of all assignmentsubmissions. The printed version must be posted through the post boxoutside the School Office (QB104). The digital copy must be submittedvia Turnitin on the modules Moodle site. BOTH must be submitted by2pm on the given date. The electronic submission is to ensure that arecord can be kept of submissions and lessens the possibility of workbeing lost or misplaced. The copies of assignments submitted on Turnitin

and on paper copy must be IDENTICAL. Students should expect that thetutor might choose to mark either copy. Never hand assignments to tutors, or put in staff mailboxes, or submit by

email or fax. If you do not meet this 2pm deadline you should complete the Late Work

section of the Coversheet. If you have mitigating circumstances you willneed to follow the Mitigating Circumstances procedures and provide thenecessary documentary evidence. If the mitigating circumstances areaccepted, the mark will be entered on to the gradesheet without penalty.If the mitigating circumstances are rejected, the mark will be held overuntil the next Examination board and capped at a midpoint between 40%and the mark given. This pre-supposes that the work is marked at 40%

or above. If it is less than 40% then it is a fail whether or not it is late andwhatever the mitigating circumstances are. No work will be considered ifit is handed in after the lecturer has marked and returned the assignmentto students.

Failure to attend any in-class test will be treated as a non-submission. Computer/printer failure will not be accepted as a reason for late

submission. Coursework must be stapled (not paperclipped) at the top left-hand

corner and must have a cover sheet (complete with student number andsigned) and feedback sheet attached to the front. Do not use plasticsleeves (unless you are to include a disk)/ covers/ binders. You should

keep a copy of your submitted coursework. You are advised to keepnotes and a back-up disk when working on any assignment. Coursework marks / feedback will be supplied by tutors on the date

shown in the module booklet.

7


8/14

Each assignment is allocated a word limit. Students need to state theword count at the end of the assignment and on the assignmentcoversheet. 10% over or below the stated word count is permittedwithout penalty. If students go beyond this, then there is a penalty of 5marks for every additional 10% beyond the word count. There is nospecific penalty for submitting a piece which is below the word count, but

please note that shorter submissions are likely to attract poorer grades,particularly where they lack the necessary depth of analysis.

The module lecturers aim to provide all students with advice and guidance inthe preparation of coursework and may comment on outlines or planssubmitted, but will not predict the final assessment. Their role is not to read orcomment on fully written essays/assignments prior to submission. For furthergeneral details on coursework preparation refer to the online information viaStudentzone. When the work is returned and assessed, a student will receivefull formal written feedback with the opportunity to seek a tutorial for furtherclarification, if necessary.

The university subscribes to Turnitin Software. This is an onlineplagiarism detection service that enables electronic

comparison of students work against Internet sources

and other students' work held on the TurnitinUK database.

It is available to both staff and students via Moodle.

Students can access it as a learning tool via the Moodle

Student Support site. More details can be found on this

link:

http://studentzone.roehampton.ac.uk/howtostudy/studyguide/HowtoStudy08.pdf

Please be aware that every submission will be scanned for plagiarism using

this software, so ensure that you are aware of what constitutes plagiarism and

how to avoid it. If you are in any doubt about submission requirements or whether

your work could be considered as plagiarised, please contact your module tutor

before the hand-in date for clarification.

WORD COUNT

Students need to state the word count at the end of the assignment and on the

assignment coversheet. 10% over or below the stated word count is permitted

without penalty. If students go beyond this, then there is a penalty of 5 marks

for every additional 10% beyond the word count. The word count includes the

Abstract or Executive Summary and all in-text citations. The word count

excludes the Bibliography and Appendices. Please note that Appendices should

only include supplementary information. There is no specific penalty for

submitting a piece which is below the word count, but please note that shorter

submissions are likely to attract poorer grades, particularly where they lack the

necessary depth of analysis.

8
http://studentzone.roehampton.ac.uk/howtostudy/studyguide/HowtoStudy08.pdfhttp://studentzone.roehampton.ac.uk/howtostudy/studyguide/HowtoStudy08.pdf


9/14

READING LIST:

Core

(Students are expected to buy a copy. One reference print copy will be held in

the KEY TEXTS collection or held as an ebook)

Malhotra, N. and D. Birks (2007) (3rd ed.)Marketing Research, an applied approach,European edition, Harlow: Pearson Education (1st published 2000)

Pallant, J. (2010) (4th ed.) SPSS Survival Manual, Maidenhead, OUP. McGraw Hill.

Essential Texts

(The library holds multiple print copies - up to 1 per 10 students, including a KEY

TEXT copy and/or ebook. The library will buy the ebook if available)

Birn, R., P. Hague and P. Vangelder (2002) The Handbook of International Market

Research Techniques, London: Kogan Page

Kolb, B. (2008) Marketing Research, a practical approach, London: Sage

Malhotra, N. (2010) (6th ed.) Marketing Research, an applied orientation, New Jersey:Pearson Education (1st published 1996)

Proctor, T. (2006) (4th ed) Essentials of Marketing Research, Harlow: Pearson Education(1st published 1997)

Recommended Reading

(Library holds one print copy or ebook)

Hague, P. and P. Jackson (1998) Do your own Market Research, London: Kogan Page

Shiu, E. Hair, J. Bush, R. & Ortinau, D. (2009) Marketing Research, Maidenhead: McGrawHill

Other resources:

Marketing and Marketing Week each week, Research MRS monthly, FT Managementpage every Monday

Admap, Verdict, MINTEL (Market Intelligence reports), International Journal of MarketResearch, International journal of research in marketing, Journal of management andmarketing research, Journal of marketing research.

Resource Lists

Please see the StudyZone Moodle site for a complete resource list for this

module. Or type the module name into

http://resourcelists.roehampton.ac.uk/index.html

9
http://resourcelists.roehampton.ac.uk/index.htmlhttp://resourcelists.roehampton.ac.uk/index.html


10/14

Appendix 1BUS020N562Y MARKETING RESEARCH Personal learning statement.

Student name and number.

How did you feel the project was handled / conducted by your team?

How equally did each team member contribute to the project?

What improvements would you make on another occasion?

What have you learned from the experience?

10


11/14

This statement is confidential. Please attach it in a sealed envelope at the back of your report.Appendix 2

BUS020N562Y MARKETING RESEARCH

Fieldwork Project Task Record

Date: Week:

Group members present Absent

Name of student Tasks to be undertaken Last weeks task completedsatisfactorily or not

Student signatures

11


12/14


13/14


14/14

Tutors signature: Date:

14

marketing research module booklet 2011 12

Documents