Module Descriptor

Title

/ Marketing Research I: Quantitative Methods
Code / MKM13
Level / M
Credit rating / 20
Pre-requisites / Completion of first term in any Masters course at Brighton
Type of module / Compulsory for MSc Marketing MSc Marketing (Branding and Communications, MSc Marketing (International Marketing), MSc Marketing (Social Marketing)second term-taught weekly in 3 hour blocks
Aims /
  • To develop a students ability to understand and apply appropriate quantitative methodologies and methods
  • To develop the students knowledge of marketing research techniques and methods and to be capable of applying them to meeting marketing research objectives
  • To develop a students ability to understand and use statistical techniques, measurements and interpret these to support marketing decisions.
  • To be capable of designing and preparing a professional marketing research report applying advanced research methods and techniques

Learning outcomes/objectives / On completion of this module students should be able to:
Subject specific:
  • Utilize alternative marketing research methodologies.
  • Critically apply and justify the techniques of advanced exploratory research methods.
  • Critically apply and justify the techniques of advanced conclusive research methods.
Cognitive:
  • Have developed a sophisticated, rigorous and critical knowledge and application of marketing research methods at Masters level.

Content /
  • Research objectives and research design
  • Exploratory research
  • Conclusive research
  • Measurement, scaling and sampling
  • Questionnaire building
  • Basic quantitative analysis
  • Advanced quantitative analysis

Teaching and learning strategies / The course will be delivered through an equal mix of knowledge transfer from academics with experience of the theory and use of research methods in advanced research and independent self-learning through readings on epistemology and methodologies. Students will be expected to read and prepare to discuss selected articles on these issues in the classroom.
Lectures / Opening Learning
Seminars / Self study / 75
Workshops / 30 / Assessment / 95
TOTAL HOURS / 200
Learning support / Indicative Reading:
The latest editions of:
  • Shukla, Paurav, Marketing Research: An introduction, Copenhagen: Ventus
  • Malhotra, Naresh , Marketing Research, Harlow, Essex: Pearson Education
  • Pallant, Julie , SPSS Survival Guide, London: Open University Press
  • Bryman, A., and Bell, E., Business Research Methods, Oxford: Oxford University Press
  • Aaker, D., Kumar, V., Day, G., Marketing Research, Chichester: Wiley
  • Saunders, M., Lewis, P., and Thornhill, A., Research Methods for Business Studies, Harlow, Essex: FT Prentice Hall
  • Chisnall, P, Marketing Research, 6th Ed. McGraw Hill
  • Carson, D. Gilmore, A. Perry, C. and Gronhaug, K., Qualitative Marketing Research, London: Sage Publications.
  • Bearden, W.O., Handbook of Marketing Scales. Multi-Item Measures for Marketing and Consumer Behaviour Research, London: Sage Publications.
Key Journals
  • Journal of marketing research
  • Journal of marketing
  • European journal of marketing
  • International marketing review
  • Industrial marketing management
  • International journal of research in marketing
  • Psychology and marketing
  • Journal of product and brand management

Assessment tasks / Group presentation (40%)
Group research report (60%) (5000 words)
Brief description of module content and/or aims / The course is designed to enhance the analytical capability of the student using basic as well as advance techniques and tools of marketing research.
Area examination board to which module relates / Postgraduate Programme Examination Board
Module team/authors/coordinator / Dr. Paurav Shukla; Dr. Keith Perks
Term offered, where appropriate / 1
Site where delivered / Moulescoomb
Date of first approval
Date of last revision
Date of approval of this version
Version number / 1
Replacement for previous module / Research Methods for Marketing
Field for which module is acceptable and status in that field / n/a
Course(s) for which module is acceptable and status in that course / Compulsory for MSc Marketing, MSc Marketing (Branding and Communications, MSc Marketing (International Marketing), MSc Marketing (Social Marketing)
School home / Brighton Business School
External examiner / Extending current external examiners on Business School postgraduate management degrees