Year of entry: 2022
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Course unit details:
|Unit level||Level 2|
|Teaching period(s)||Semester 2|
|Offered by||School of Social Sciences|
|Available as a free choice unit?||Yes|
The aim of this course is to develop a working knowledge of the basic techniques used in contemporary market research. We focus on both public-sector and private-sector markets for various products and services. Case-study sectors include "fast fashion" and the food industry, dentistry and cinema-related products & services.
The aim of this course is to develop a working knowledge of the basic techniques used in contemporary market research. These skills include quantitative research skills, assessing validity of information, qualitative data gathering, data analysis, report writing, and using online statistical resources.
On completion of this unit successful students will know what market research is and be able to explain how it differs from marketing itself; will be able to understand and identify secondary data sources for UK markets; will know how to plan the collection of primary data (including sampling, designing questionnaires, and conducting focus-groups); will be able to implement a simple qualitative methodology (focus groups), and be able to design a simple market research process; and lastly, they will have knowledge of market research firms and related occupational niches that employ social-science researchers.
Teaching and learning methods
Lectures and tutorials.
Please note the information in scheduled activity hours are for guidance only and may change.
Assessed Exercise - 10%
Participation Mark - 10%
Exam in January - 80%
We offer a variety of forms of feedback to students.
- Informal verbal feedback will be given during tutorials for individual and group work. (You’ll need to contribute regularly to group discussions to make the best use of this.)
- You also have the opportunity to meet staff in office hours - no appointment required.
- Written feedback will be given on your assessed assignment via Turnitin.
- Exam results are published as a grade. If you wish to discuss your exam performance with your lecturer please book an office hour slot by email.
In addition, a feedback half-day will be offered.
For information about feedback please follow this link: http://www.campus.manchester.ac.uk/tlso/map/teachinglearningassessment/assessment/sectionb-thepracticeofassessment/policyonfeedbacktostudents/.
McGivern, Y. (2013, or the 2008 edition or Kindle edition) The Practice of Market Research: An Introduction, London: Financial Times/ Prentice Hall.
|Scheduled activity hours|
|Assessment written exam||1.5|
|Independent study hours|
|Jihye Kim||Unit coordinator|