The module will introduce students to the concepts and practices of scholarly and practitioner marketing research. It will introduce students to research design, address the breadth of research methods used in the field, and the underlying logic (methodology) of those methods. The following will be covered: Key quantitative techniques (e.g., descriptive statistics and methods of hypotheses testing), qualitative methods (e.g., content analysis and contemporary anthropological methods such as netography), key data gathering methods (e.g., surveys, interviews and focus groups), as well as secondary sources.
By the end of the module, students should be able to:
* understand how to design basic marketing research projects
* understand the challenges of implementing marketing research (including the ethical issues)
* be able to gather and analyse quantitative and qualitative data.
Bearden, W.O. & Netemeyer, R.G. (1999) Handbook of Marketing Scales. Sage Publications, Thousand Oaks, CA.
Hague, P., Hague, N. & Morgan, C.-A. (2004) Market Research in Practice. Kogan Page, London, UK.
Hair, J.F. et al. (1995) Multivariate Data Analysis with Readings: Fourth Edition. Prentice Hall International, Englewood Cliffs, NJ.
Denzin, N.K. & Lincoln, Y.S. (Eds.) (2000) Handbook of Qualitative Research, Sage, Thousand Oaks, CA.
Marketing Theory, 3(1), 79-95.