MSCI 564: Marketing Research Methods
(Phase 2 - Spring Term)
Tutors: Konstantinos Nikolopoulos
Marketing research enables an organisation to better understand the market environment. The main objective of conducting marketing research is to enable decision makers to make better decisions than if the latter were based only on intuition and guesses. At the heart of marketing research is information which facilitates the decision making process. In this course we focus on the collection and use of information in marketing research but pay particular attention to the context of the problem. In this course you will also have the opportunity to learn some transferable skills that relate to gathering and using information for business intelligence and decision making.
Learning Outcomes
By the end of the course you should be in a position to:
- Appreciate the purpose and importance of marketing research and business intelligence in organisations
- Write a research proposal
- Identify when and how to use qualitative data
- Identify when and how to use quantitative data
- Understand the basic methods to explore both qualitative and quantitative methods for marketing research
- Be in a position to recognise when it is appropriate to use either qualitative data or quantitative data or both types of data
- Be able to present research findings to different audiences
Outline Lecture Plan
- Marketing research and its link with marketing and the marketing context
- The process of market research; gathering and using marketing intelligence
- Sources of data and fusing business and marketing intelligence information
- Data collection methods
- Qualitative research methods
- Exploring and analysing qualitative research
- Quantitative research methods
- Techniques for exploring and analysing quantitative data I
- Techniques for exploring and analysing quantitative data II
- Experimentation and conjoint analysis in marketing research
- Marketing research in action I
- Marketing research in action II
Assessment:
Individual coursework (60%)
Group Coursework (40%)
Core texts
Malhotra, N.K. (2009) Marketing Research: An Applied Orientation, (6th ed), Prentice Hall
Lilien, G. and Rangasawmy, A. (2004) Marketing engineering, (Revised 2nd ed)
Aaker, D.A., Kumar, V. and Day, G.S (2004) Marketing research, (8th ed), John Wiley and Sons
