Consumer Research

Module description

Summary:

 This module seeks to develop an interdisciplinary, theoretically informed understanding of consumer research which recognizes the importance of both quantitative and qualitative methods of researching consumer demand. The growing use of ‘big data’ in management practice is directly addressed in this module. 

 Additional Information:

 

Internationalisation:

 Case studies from a range of markets will enhance students’ understanding of international issues affecting the design and implementation of consumer research.

 

Employability

 Students will analyse real consumer research data and make recommendations to improve brand performance that will develop their practical and problem-solving skills and enhance their own marketability for future employment.

Full module specification

Module title:Consumer Research
Module code:BEM3010
Module level:3
Academic year:2016/7
Module lecturers:
  • Professor Philip Stern - Convenor
  • Professor Edward Kasabov - Lecturer
Module credit:15
ECTS value:

7.5

Pre-requisites:

BEM1019 Fundamentals of Marketing

Co-requisites:
Duration of module: Duration (weeks) - term 1:

11

Module aims

The main aims of this module are:

  1. To expose students to the range of research approaches available to study consumers
  2. To develop skills in analyzing market research data and recommending actions as a result
  3. To develop skills in designing appropriate consumer research to successfully address practical management problems.

 

This module uses theory, tools and techniques covering qualitative and quantitative methods for understanding consumers and so it builds upon the ‘Fundamentals of Marketing’ module.

 

Consumer research is therefore of primary importance for those students who may wish to pursue careers in marketing, advertising, or market research.

ILO: Module-specific skills

  • 1. recognise the importance of consumer research for the implementation of the marketing concept
  • 2. have the ability to apply tools for original research and problem solving in a critical manner
  • 3. be able to demonstrate knowledge and skills of planning, designing, implementing, analysing, and reporting consumer research
  • 4. be able to demonstrate an understanding of the interdisciplinary foundations (psychology, sociology, and anthropology) that underpin consumer research

ILO: Discipline-specific skills

  • 5. be able to differentiate, apply, and analyse theories, concepts, and interpretive research methods commonly used in exploring and understanding consumers
  • 6. demonstrate broad knowledge of literature and concepts in consumer research and related fields
  • 7. understand interactions of consumer behaviour and marketing

ILO: Personal and key skills

  • 8. develop communication skills, including negotiation, argumentation, and written presentation
  • 9. experience motivation and support for undertaking original research that can be directly related to one's ability to provide novel insights and problem solving in interviews, at work and in the community
  • 10. develop key practical skills in data analysis
  • 11. use technological tools to strategically source, process, and communicate information and share the content with others
  • 12. engage as team members in group work that delivers the requirements of the module

Learning activities and teaching methods (given in hours of study time)

Scheduled Learning and Teaching ActivitiesGuided independent studyPlacement / study abroad
261240

Details of learning activities and teaching methods

CategoryHours of study timeDescription
Scheduled Learning and Teaching16Lectures
Scheduled Learning and Teaching4Tutorials
Scheduled learning and Teaching6Lab Sessions
Guided Independent Study124Reading, preparation, assingment work
0

Formative assessment

Form of assessmentSize of the assessment (eg length / duration)ILOs assessedFeedback method
In groups of 3, students will design (and present) a questionnaire,30 mins1-12In-class, oral feedback

Summative assessment (% of credit)

CourseworkWritten examsPractical exams
10000

Details of summative assessment

Form of assessment% of creditSize of the assessment (eg length / duration)ILOs assessedFeedback method
Individual Assignment: A focused topic essay or individual case study 502000 words1-9, 11Written feedback
Group Assignment (4-6 people/group): Data-based projec502500 words1-8, 10-12Written feedback
0
0
0
0
0
0
0

Details of re-assessment (where required by referral or deferral)

Original form of assessmentForm of re-assessmentILOs re-assessedTimescale for re-assessment
Individual AssignmentIndividual Assignment 2000 words (50%)1-9, 11August Examination Period
Group AssignmentIndividual Assignment (50%)1-8, 11August Examination Period

Syllabus plan

• Introduction to Consumer Research

 • The research process and research Design; types of research design. Research question and objectives.

• Sources, methods and challenges of quantitative research

 • Surveys and questionnaire design for quantitative research

 • Analysing real consumer data

 • Qualitative research uses and limitations

 • Ethnography, Netnography, Observation

 • Interview techniques

 • Experiencing, writing, and presenting consumer events

Indicative learning resources - Basic reading

Course pack (selected journal articles)

Module has an active ELE page?

Yes

Origin date

01/09/08

Last revision date

22/08/2016