IB2B6-15 Marketing Research

Department: Warwick Business School
Level: Undergraduate Level 2
Module leader: Mahrokh Roknifard
Credit value: 15
Module duration: 10 weeks
Assessment: 20% coursework, 80% exam
Study location: University of Warwick main campus, Coventry

Introductory description

This is an elective module available for WBS and non-WBS students. To find detailed availability and to apply for this module, log in to my.wbs.ac.uk using your normal IT login details and apply via the my.wbs module application system. Once you’ve secured a place on my.wbs you should apply via your home department’s usual process, which usually takes place via eVision. Note that you do not require the module leader’s permission to study a WBS module, so please do not contact them to request it.

Module web page

Module aims

The module aims to familiarise students with the key principles, ideas, methods, and
practices of marketing research.

Outline syllabus

This is an indicative module outline only to give an indication of the sort of topics that may be covered. Actual sessions held may differ.

Introduction to Marketing Research.
Marketing Research Process and Research Design.
Secondary Data and Experiments.
Qualitative Research Methods.
Survey Methods.
Measurements and Developing Questions.
Questionnaire Design and Implementation.
Data Preparation, Analysis, and Presentation.
Ethics in Marketing Research.
Presenting Insights and Findings: Written and Oral Marketing Research Reports.

Learning outcomes

By the end of the module, students should be able to:

Critique and reference important marketing research concepts, frameworks, methodologies, and tools.
Apply important concepts, frameworks, methodologies, and tools to marketing research problems.
Construct and outline marketing research projects, in order to meet specific managerial information needs.
Gather, validate, and analyse data, using marketing research concepts, frameworks, methodologies, and tools.
Recommend and justify managerial responses, activities, and actions to marketing research problems.

Indicative reading list

Aaker, David A., V. Kumar, Robert Leone, and George S. Day, Marketing Research (11th Edition)
Brown, Tom J., Tracy A. Suter, and Gilbert A. Churchill, Basic Marketing Research (9th Edition)
Feinberg, Fred M., Thomas Kinnear, and James R. Taylor, Modern Marketing Research: Concepts, Methods, and Cases (2nd
Edition)
Hair, Joseph, Mary Celsi, Robert Bush, and David Ortinau, Essentials of Marketing Research (3rd Edition)
McDaniel Jr., Carl, Roger Gates, Subramanian Sivaramakrishnan, and Kelley Main (2nd Edition)
Zikmund, William G. and Barry J. Babin, Essentials of Marketing Research (5th Edition)

Research element

Marketing research group project

Subject specific skills

Critique and reference important marketing research concepts, frameworks, methodologies, and tools.
Apply important concepts, frameworks, methodologies, and tools to marketing research problems.
Construct and outline marketing research projects, in order to meet specific managerial information needs.
Gather, validate, and analyse data, using marketing research concepts, frameworks, methodologies, and tools.
Recommend and justify managerial responses, activities, and actions to marketing research problems.

Transferable skills

Demonstrate analytical, critical thinking, and effective problem solving skills.
Demonstrate effective written and oral communication skills.
Demonstrate an ability to work both with a team and individually to analyse marketing research problems, and recommend and justify managerial responses, activities, and actions to marketing research problems.

Study time

Type	Required
Lectures	10 sessions of 1 hour (7%)
Seminars	9 sessions of 1 hour (6%)
Online learning (independent)	10 sessions of 1 hour (7%)
Private study	49 hours (33%)
Assessment	72 hours (48%)
Total	150 hours

Private study description

Private Study.

Costs

No further costs have been identified for this module.

You do not need to pass all assessment components to pass the module.

Assessment group D2

	Weighting	Study time	Eligible for self-certification
Assessment component
Group Project	20%	14 hours	No
Reassessment component
Individual Assignment			Yes (extension)
Assessment component
Online Examination	80%	58 hours	No
Exam Online examination: No Answerbook required
Reassessment component is the same

Feedback on assessment

Feedback via my.wbs.

Past exam papers for IB2B6

Pre-requisites

To take this module, you must have passed:

Any of

Courses

This module is Optional for:

UIBA-N20B BSc in Management
- Year 2 of N20B Management
- Year 2 of N20B Management
- Year 2 of N23K Management with Accounting
- Year 2 of N234 Management with Digital Business
- Year 2 of N235 Management with Entrepreneurship
- Year 2 of N232 Management with Finance
- Year 2 of N252 Management with Marketing
- Year 2 of N23L Management with Strategy and Organisation
Year 1 of UIOA-VEU Undergraduate EU Visiting
Year 2 of UGEA-RN21 Undergraduate German and Business Studies
Year 2 of UIPA-L8N1 Undergraduate Global Sustainable Development and Business
UIBA-N20F Undergraduate International Management
- Year 2 of N20F International Management
- Year 2 of N20F International Management
- Year 2 of N20S International Management (with Accounting)
- Year 2 of N20T International Management (with Chinese)
- Year 2 of N20P International Management (with Entrepreneurship)
- Year 2 of N20M International Management (with Finance)
- Year 2 of N20U International Management (with French)
- Year 2 of N20L International Management (with Marketing)
- Year 2 of N20V International Management (with Spanish)
- Year 2 of N20W International Management (with Strategy and Organisation)
- Year 2 of N20N International Management with Digital Business
- Year 2 of N20E Management (with Foundation Year)
- Year 2 of N234 Management with Digital Business
UIBA-N20J Undergraduate Management (with Foundation Year and Placement Year/Undergraduate Partnership Programme)
- Year 3 of N20J Management (Foundation Year and Placement)
- Year 3 of N20K Management (Foundation Year and UPP)
- Year 3 of N23H Management with Digital Business (with Foundation Year and Placement Year)
- Year 3 of N23J Management with Entrepreneurship (with Foundation Year and Placement Year)
- Year 3 of N23G Management with Finance (with Foundation Year and Placement Year)
- Year 3 of N255 Management with Marketing (with Foundation Year and Placement Year)
UIBA-N20E Undergraduate Management (with Foundation Year)
- Year 3 of N20E Management (with Foundation Year)
- Year 3 of N23N Management with Accounting (with Foundation Year and Placement Year)
- Year 3 of N23M Management with Accounting (with Foundation Year)
- Year 3 of N23E Management with Digital Business (with Foundation Year)
- Year 3 of N23F Management with Entrepreneurship (with Foundation Year)
- Year 3 of N23D Management with Finance (with Foundation Year)
- Year 3 of N252 Management with Marketing
- Year 3 of N254 Management with Marketing (with Foundation Year)
- Year 3 of N23P Management with Strategy and Organisation (with Foundation Year)
UIBA-N20C Undergraduate Management (with Placement Year/Undergraduate Partnership Programme)
- Year 2 of N20M International Management (with Finance)
- Year 2 of N20B Management
- Year 2 of N20D Management (Undergraduate Partnership Programme)
- Year 2 of N20C Management (with Placement Year)
- Year 2 of N20Q Management with Accounting (with Placement Year)
- Year 2 of N236 Management with Digital Business (with Placement Year)
- Year 2 of N237 Management with Entrepreneurship (with Placement Year)
- Year 2 of N232 Management with Finance
- Year 2 of N233 Management with Finance (with Placement Year)
- Year 2 of N253 Management with Marketing (with Placement Year)
- Year 2 of N23L Management with Strategy and Organisation
- Year 2 of N20R Management with Strategy and Organisation (with Placement Year)
UIOA-VOS Undergraduate Overseas Visiting
- Year 1 of UVOS Undergraduate Overseas Visiting
- Year 1 of UVOS Undergraduate Overseas Visiting