Marketing Research MQF LEVEL
6
STMARTINS.EDU/COMPUTING
TOTAL CREDITS: 7ECTS
The unit focuses on providing students with the skills to enable them to practice in the field of marketing research. Topics include problem definition, secondary and syndicated data sources, measurement concepts, questionnaire design, sampling and experimentation. The unit is designed to help managers recognise the role of systematic information gathering and analysis in making marketing decisions. The unit is very much in synch with the unit SMb30216 Consumer Behaviour, with market research inculcating the discipline of continuously measuring for changes in consumer attitudes and tastes. At the end of this unit the student will have acquired the responsibility and autonomy to: — recognise and review the historical evolution of marketing research within the wider field of marketing management; — discuss the scope of marketing research, especially from a managerial perspective; — gain access to a range of resources to further explore the wide scope of marketing research theory and practice. The assessment for this unit will be computed using the following weighting system: — 15% Assessed Coursework — 85% Examinations
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