Market Research

Course Content:

This module introduces qualitative and quantitative market research methods. The
module covers a broad range of data collection methods such as individual and group
interviews, ethnography, surveys and experiments. You will have the opportunity to gain
hands-on experience in both collecting and analysing qualitative and quantitative data,
which will enhance your employability for positions in the marketing world of work.

Topics covered include:

Autumn Semester:
? The market research process
? The relationship between qualitative and quantitative market research
? Types of data collection in qualitative research- focus groups, survey design,
designing questions.
? Types of data and data collection in quantitative market research
? Ethics
? Introduction to interviews and interviewing skills/techniques

Spring Semester;
? Analysis and interpretation of qualitative market research data
? Application of analysis. Inferring beyond the sample: Exploratory Analysis and
Hypothesis testing
? Sampling methods and survey design
? Testing means (averages) and other analyses.

Teaching: Lectures, tutorials, workshops, and lab sessions

Assessment:
STUDY OPTION 1:
? Qualitative individual assignment (50%)
? Quantitative individual assignment (50%)
STUDY OPTION 2 OR STUDY OPTION 3: individual assignment

Study Option 1 = Whole Year
Study Option 2 = Autumn
Study Option 3 = Spring/summer