2017/18
27618 - Introduction to Marketing Research
450 - Degree in Marketing and Market Research
Compulsory
5.3. Syllabus
UNIT 1 – Marketing research process
1.1.- The role of marketing research.
1.2.- What is marketing research?
1.3.- Applications of marketing research.
1.4.- Types of marketing research.
1.5.- The marketing research process.
1.6.- Marketing research organization and planning.
UNIT 2 – Design of marketing research
2.1- Introduction
2.2.- Exploratory research
2.3.- Descriptive research
2.4.- Causal research
2.5.- Relationships between the types of marketing research.
2.6.- Advantages and disadvantages of the marketing research designs.
UNIT 3 – Research data
3.1.- Introduction
3.2.- Secondary data.
3.3.- Primary data.
3.4.- Advantages and disadvantages of the different data.
UNIT 4 – Questionnaire design
4.1.- Definition and marketing research process with surveys.
4.2.- The questionnaire.
4.3.- Structure, length and question order.
4.4.- Question wording.
4.5.- Types of questions.
4.6.- Pre-test.
UNIT 5 – Scales
5.1- Introduction to measurement.
5.2.- Basic scales
5.3.- Comparative and non-comparative scales
5.4.- Assessment of scales.
UNIT 6 – Types of survey
6.1- Introduction
6.2.- Personal interview surveys.
6.3.- Telephone surveys.
6.4.- Self-administered surveys.
6.5.- Selection of the type of survey.
6.6.- Error sources.
UNIT 7 – Introduction to other techniques of primary data collection
7.1- Introduction
7.2.- Longitudinal techniques.
7.3.- Qualitative techniques.
7.4.- Other techniques.
UNIT 8 – Research report and presentation of research findings
8.1- Introduction
8.2.- Research report format.
8.3.- Guidelines for writing a report.
8.4.- Oral presentation.
UNIT 9 – Ethics in marketing research
9.1.- Ethics in marketing research.
9.2.- The ESOMAR Code.
9.3.- Current legislation.