Module
Consumer and Market Analysis
Module description
Summary:
This module seeks to develop an interdisciplinary, theoretically informed understanding of quantitative and qualitative research which recognises the importance of researching consumers and markets and their behaviour using appropriate methods. Marketing research is of primary importance for those wishing to pursue a career in marketing, advertising, or market research.
Internationalisation
Case studies and examples from a range of markets will enhance students’ understanding of international issues affecting the design and implementation of quantitative and qualitative marketing research.
Employability
Students will learn how to conduct a consumer research study and how to analyse rich and in-depth consumer data using appropriate methods. This will develop their practical and problem-solving skills and enhance their own marketability for future employment.
Full module specification
Module title: | Consumer and Market Analysis |
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Module code: | BEM2044 |
Module level: | 2 |
Academic year: | 2023/4 |
Module lecturers: |
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Module credit: | 30 |
ECTS value: | 15 |
Pre-requisites: | BEM1019 Fundamentals of Marketing
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Co-requisites: | None |
Duration of module: |
Duration (weeks) - term 1: 11 Duration (weeks) - term 2:11 |
Module aims
- To expose students to the range of quantitative and qualitative research approaches appropriate for the study of consumers and markets.
- To develop skills in designing and implementing appropriate consumer and market research studies to successfully address practical management problems.
- To develop skills in analysing and interpreting consumer and market research data to support marketing decision-making.
ILO: Module-specific skills
- 1. plan and implement quantitative and qualitative research for marketing;
- 2. demonstrate knowledge and skills of analysing and interpreting consumer and market data.
ILO: Discipline-specific skills
- 3. demonstrate knowledge of literature and concepts in consumer and market research and related fields;
- 4. demonstrate an understanding of the interactions between consumer research and marketing decision making.
ILO: Personal and key skills
- 5. develop communication skills, including negotiation, argumentation, and written presentation;
- 6. develop key practical skills in research planning, implementation and analysis;
- 7. apply technological tools to strategically source, process, and communicate consumer and market data.
Learning activities and teaching methods (given in hours of study time)
Scheduled Learning and Teaching Activities | Guided independent study | Placement / study abroad |
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118 | 182 | 0 |
Details of learning activities and teaching methods
Category | Hours of study time | Description |
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Scheduled Learning and Teaching Activity | 118 | Lectures/tutorials |
Guided Independent Study | 112 | Reading and Research |
Guided Independent Study | 70 | Essay Writing |
Formative assessment
Form of assessment | Size of the assessment (eg length / duration) | ILOs assessed | Feedback method |
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Discussion Q&A | During tutorials | 1-7 | In class oral feedback |
Summative assessment (% of credit)
Coursework | Written exams | Practical exams |
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50 | 50 | 0 |
Details of summative assessment
Form of assessment | % of credit | Size of the assessment (eg length / duration) | ILOs assessed | Feedback method |
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Individual Report | 25 | 2,000 words | 1-7 | Written feedback |
MCQ Exam | 25 | 50 MCQs (1 hour) | 1-7 | Written feedback |
Individual Assignment: A focused topic essay or individual case study. | 25 | 2,000 words | 1-7 | Written feedback |
Mid-term Exam | 25 | 2 x 1000 words | 1-7 | Written feedback |
0 | ||||
0 |
Details of re-assessment (where required by referral or deferral)
Original form of assessment | Form of re-assessment | ILOs re-assessed | Timescale for re-assessment |
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Individual report (25%) | 2,000 words (25%) | 1-7 | August/September Reassessment Period |
MCQ Exam (25%) | 50 MCQs (25%) (1 hour) | 1-7 | August/September Reassessment Period |
Individual Assignment: A focused topic essay or individual case study (25%) | Individual assignment (25%) 2,000 words | 1-7 | August/September Reassessment Period |
Mid-term Exam (25%) | 2 x 1000 words (25%) | 1-7 | August/September Reassessment Period |
Syllabus plan
Term 1
- Introduction to Quantitative Marketing Research
- Project management and consultancy research
- Theory and how to use it. Data, sampling, specifying hypotheses and statistical analysis
- Collecting data and managing data in SPSS
- Parametric statistical tests 1: T-tests, ANOVA and Pearson’s Correlations
- Nonparametric statistical tests: Mann-Whitney, Kruskal-Wallis, Kendall’s Tau and chi-square
- Parametric statistical tests 2: Simple and Multiple Regression Analysis
- Introducing Exploratory factory analysis (EFA) and Structural equation modelling (SEM)
- Experimental research in marketing
- Reporting statistical analyses and marketing research findings
Term 2
- Introduction to Qualitative Marketing Research and Research Philosophy
- Qualitative Marketing Research: Process and Research Design
- Sources, Methods and Challenges and Limitations of Qualitative Marketing Research
- Qualitative Data Collection Techniques: Interviews
- Qualitative Data Collection Techniques: Focus Groups
- Qualitative Data Collection Techniques: Observations and Diary Research
- Ethnography, Netnography, Grounded Theory and Phenomenology
- Analysis and interpretation: Content Analysis, Thematic Analysis, Discourse Analysis and the 'General Analytical Procedure', Working with NVivo
- Experiencing, writing, and presenting consumer data, working with market research agencies
Indicative learning resources - Basic reading
TERM 1 QUANTITATIVE METHODS
Marketing and marketing research
Armstrong, G., Kotler, P., Harker, M., & Brennan, R. (2019). Marketing: an introduction (4th ed.). Harlow: Pearson Education. https://encore.exeter.ac.uk/iii/encore/record/C__Rb4124253
Burns, A. C., Veeck, A., & Bush, R. F. (2017). Marketing research. Pearson Education. https://encore.exeter.ac.uk/iii/encore/record/C__Rb3522699
Sarstedt, M., & Mooi, E. (2019). A Concise Guide to Market Research: The Process, Data, and Methods Using IBM SPSS Statistics. Berlin: Springer. http://encore.exeter.ac.uk/iii/encore/record/C__Rb4015242
Survey design and statistics
Dillman, D. A., Smyth, J. D., & Christian, L. M. (2014). Internet, phone, mail, and mixed-mode surveys: the tailored design method: John Wiley & Sons. http://encore.exeter.ac.uk/iii/encore/record/C__Rb3817690
Ho, R. (2017). Understanding statistics for the social sciences with IBM SPSS. CRC Press. http://encore.exeter.ac.uk/iii/encore/record/C__Rb3949482
Kraska-Miller, M. (2014). Nonparametric statistics for social and behavioral sciences. CRC Press. http://encore.exeter.ac.uk/iii/encore/record/C__Rb4268499
Sarstedt, M., & Mooi, E. (2019). A Concise Guide to Market Research: The Process, Data, and Methods Using IBM SPSS Statistics. Berlin: Springer. http://encore.exeter.ac.uk/iii/encore/record/C__Rb4015242
Consultancy
Haslam, S. (2017). Consulting skills for social researchers (1 ed.). Bristol University Press. https://encore.exeter.ac.uk/iii/encore/record/C__Rb3942961
Czerniawska, F. (2002). Value-based consulting. Palgrave. https://encore.exeter.ac.uk/iii/encore/record/C__Rb2626075
Web-based and electronic resources:
- ELE – https://vle.exeter.ac.uk/course/view.php?id=13074
TERM 2 QUALITATIVE METHODS
Collis, J., & Hussey, R. (2021). Business research: A practical guide for undergraduate and postgraduate students (5th Edition). Red Globe Press. https://encore.exeter.ac.uk/iii/encore/record/C__Rb4489907
Malhotra, N. (2019). Marketing Research: An Applied Orientation (7th Edition). Pearson. https://encore.exeter.ac.uk/iii/encore/record/C__Rb4541236
McDaniel, C. & Gates, R.H. (2019). Marketing Research (11th Edition). Wiley. https://encore.exeter.ac.uk/iii/encore/record/C__Rb4543508
Wilson, A. (2018). Marketing Research Delivering Customer Insight (4th Edition). Bloomsbury. https://encore.exeter.ac.uk/iii/encore/record/C__Rb4541233
Module has an active ELE page?
Yes
Origin date
01/03/2018
Last revision date
26/02/2022