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Module Handbook

Module Name: Marketing research

Module Code: BBA 3853 Credit Hour: 2

Module Leader Name: Bijendra Shah

Session: 2020

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A. Aim of the Module Handbook

The handbook is a guide for students in the department of Business and Management at
Lincoln International College, Nepal. The information in the handbook can also be found in
Google Classroom virtual learning environment of the college.
Please note that the electronic version of the handbook will be kept up to date and you will be
notified of any significant changes. If you have taken a hard copy of any information, please
remember to refer back to the electronic version to ensure that you are working with the most
up to date information.

B. Table of Content

Contents
1.0 Module Leader Information.......................................................................................................3
2.0 Module Specification Information.............................................................................................3
3.0 Assessment Brief.......................................................................................................................4
4.0 Submission details.....................................................................................................................6
5.0 Weekly Teaching Learning Schedule......................................................................................12
6.0 Key Resources to Support Learning........................................................................................13
7.0 Additional Information............................................................................................................13

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1.0 Module Leader Information

1.1 Module leader details:

 Name: Bijendra Shah

 Phone number: 9851213403
 Email address: bijendra@licnepal.edu.np

2.0 Module Specification Information

2.1 What is the module about?

This course is intended to make students a well-informed user of state-of-the-art marketing
research who can formulate and structure marketing problems, recommend the marketing
research that should be undertaken, appreciate knowledge from marketing research, gather and
analyze quantitative marketing data, and make effective decisions based on those data. The
module covers Marketing Research in Practice, The Sources of Research Data, and
Questionnaire Design. This course emphasizes the basic methodologies, as well as introduces
a variety of techniques, and demonstrates how research applies to strategy, including
marketing, advertising, sales and product design and development

2.2 Learning Outcomes

On successful completion of this module students will:
1) Understand the evolution of market research
2) Know the basic methodologies of marketing research
3) Know the specific applications of marketing research
4) Understand the relationship between marketing research and decision-making.
5) Learn the process used in formulating and conducting market research projects.

2.3 Teaching Arrangements

The module delivered is through weekly theory and practice lectures and tutorials. The
teaching plan is organised thematically as follows (outlined in full on section 5.0).

2.4 Overall, to succeed in - and get the most from - this module it is an expectation that
all students will:
 Attend all of each week’s lectures and tutorials able; engage with discussion when
required and to take notes. For the lectures, slides provided on Google Classroom will
be only the minimum of what is to be covered.
o Failure to attend taught sessions will negatively impact on your ability to
complete and may prohibit submitting assessment.
 Undertake the required reading for each aspect of the module each week
 Read and prepare answers to the questions associated with research and topics to be
covered in class.
 Prepare as required for each week’s class activities.

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3.0 Assessment Brief

3.1 Assessment Summary

Components Element/Task Weightag Deadline

e (% of
module)
Comp A: All chapters covered during study
External Board weeks and revision sessions. 50% To be confirmed
Examination
(50%)
Task 1 – Marketing Research on a 20% Week 12
service based company regarding
their shift in market after this
Comp B: covid-19, Corona Virus.
Internal Task 2 - Mid Term Examination 20% Week 10
Assessment (50%) (individual)

Task 3 - Class Participation/ 10% Week 16

Attendance (individual)

3.2 Detailed Internal Assessment Requirements

Task 1: Marketing Research on service based company in Nepal

The objective of this research is to make the students aware about how
Requirement: the research is being conducted in different companies.
Weightage: (20 marks)
(i) The research should begin with a very brief description of the
background and key players in the scenario. This description provides a
Standards: statement of the problem. Insure you state the problem at hand.
(ii) Identification of all sources of data including the questionnaire and
proper research design.
(iv) APA Referencing format based list of references and relevant in-
text citations.
(v) Academic writing/ presenting standard based on bloom's taxonomy
Deadline: Week 12
Task 2: Mid Term Examination (Internal Examination) - Individual Task
To address and demonstrate the understanding, analytical
thinking/writing ability, critical thinking/writing ability and creatively
Requirement: construct a conceptual framework
Weightage: (20 marks)

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(i) Individual summative task conducted formally by the examination

Standards: department on the pre-announced exam date.
Deadline: To be confirmed (check examination schedule)
Task 3: Class Participation - Individual Task
To address and demonstrate the understanding, analytical
thinking/writing ability, critical thinking/writing ability and creatively
Requirement: construct a conceptual framework
Weightage: (10 marks)
Deadline: Week 15

4.0 Submission details

Please note that the submission deadlines are absolute and are based on Google Classroom
server time, therefore you are strongly advised to submit your work well ahead of the deadline
dates to avoid situations where penalties could be incurred. If penalties are imposed, it will
result in late work submissions being capped or not accepted for marking. Students with
extenuating circumstances must email and inform the program manager at the earliest
possible date and time.

You will receive informal feedback verbally through all teaching sessions - ensure you listen
carefully. Each assessment you submit will be returned to you with written feedback, and
consists of comments made by tutors on students’ assessed work which enables students to
understand how they have met the defined assessment criteria and identifying areas for further
improvement. Feedback on, and an outcome for, assessment shall be provided individually or
in groups in an appropriate format and within four working weeks (excluding student vacation
periods) following the deadline for submission of the assessment concerned. Outcomes which
have not been confirmed by an examining board shall be considered as provisional.

You should use assignment submission form as the cover page for each assignment. The
cover page can be collected from LIC Photocopy Room. You must provide the details
required by the form. The cover page should be followed by executive summary,
acknowledgement page, and table of content, introduction, body, conclusion and references
section. If you are submitting your coursework to the program coordinator’s office, please
ensure that the work is secure and placed in an envelope or non-plastic bag, unless you have
been advised to submit it in another style.

All assignments should be submitted in both hardcopy and softcopy format. Unless instructed
differently by the module leader. The softcopy of the assignment must be saved as task
number, module name and student name or group name. (e.g. T1 HRM Dipankar or T1
HRM Group A). Google Classroom is also used to submit assignment tasks and communicate
feedback, provisional marks.
Performance feedback on each task will be provided on the next class.

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4.1 Group Contribution Form (To be collected from photocopy room)

Marketing Research

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4.2 Assignment Cover Page (To be collected from LIC Photocopy Room)

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4.3 Marking & Feedback Standard Grid

Criteria A (80-100) B (74-70) C (64-60) D (54-50) E/F (<50)

1.Evidence of Excellent attempt to Relevant theories are Some theoretical Theoretical insights are Little or no
analysis and incorporate a range used to discuss the explanations have been very limited and need evidence of
critical of relevant issues raised by the described but may not to be developed. engagement with
evaluation theoretical insights question. have been fully applied theoretical
as a means for or evaluated. explanations. The
analysing the issues essay is overly
raised by the descriptive.
question.
2. Clear evidence of Evidence of wider Some effective use of Limited use has been Insufficient
Understanding wide reading and a reading, beyond course materials, some made of the course evidence of reading
of the willingness to draw course materials, evidence of reading material and/or there is and /or
literature on and effectively and an ability to although not always a lack of understanding understanding of the
use a range of draw on this to used effectively and/or in places. Very limited literature. Over-
academic sources construct a generally wider reading needed. wider reading and/or reliance on
construct a balanced, convincing essay. inappropriate sources inappropriate
persuasive essay. drawn upon. sources.
3. Linking The analytical The essay draws on Some attempt has been The essay includes Insufficient use
theory and content is clearly some relevant made to incorporate relevant examples but made of theoretical
practice informed by examples /practices examples/evidence and these are insufficiently explanations or
evidence and well- and these are to use theories to linked to theoretical evidence to support
constructed explained by explain them. This insights. Conversely, points raised.
arguments. Excellent reference to relevant aspect of the essay the essay includes
links are made theories. needed further references to relevant
between theory and development. theories but no attempt
relevant examples has been made to apply
/practice. to practice.
4. Structure The essay has a The essay follows a There is an Structure is muddled Essay does not
clear, informative clear structure with introduction and and /or introduction follow a structure or
introduction and an introduction, concluding remarks but and conclusions have is not written in
conclusion. Ideas are main arguments and there may be some been omitted. essay style.

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marshalled concluding remarks. structural weaknesses

coherently, with in the essay.
arguments logically
progressed
throughout the
essay.
5. Writing and The writing style is Writing style is clear Writing style is Writing style is unclear The essay is poorly
presentation fluent and with few generally clear in places and this written and /or
persuasive. No grammatical/spelling although there may be detracts from the essay unclear. Essay is
major errors. Limited grammatical /spelling content. Presentation poorly presented
grammatical/spelling errors in errors that detract from may be poor. with multiple errors
errors. Work is well- presentation. the meaning in places. or mistakes.
presented in the Broadly adequate
required format. presentation.
6. Good Referencing is The referencing is Referencing does not Referencing does not Major errors in
academic complete, accurate accurate and always follow Harvard follow Harvard style referencing or a
practice and follows the complete for the style and/or there are and/or there are major complete lack of
Harvard protocol most part and some inaccuracies/omissions reference to source
follows the Harvard inaccuracies/omissions . material.
protocol. .

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4.4 Group/ Individual Marking Criteria

Group/Individual Name:

Task Name:

Submission Date:

Report Criteria Marks

Obtained
Evidence of analysis and critical evaluation (20 marks)

Understanding of the literature (10 marks)

Linking theory and practice (10 marks)

Structure (10 marks)

Writing and Presentation (10 marks)

Good academic practice/ referencing and citations (10

marks)
Presentation Criteria Marks
Obtained
Presentation Skills (10 marks)

Slides Content (20 marks)

Total Marks Obtained (out of 100)

Total Marks Converted to 10 marks

Comments:

Module Leader’s Name and Signature (below):

Date:

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5.0 Weekly Teaching Learning Schedule

Week Lecture Workshop Reading

W1 An Introduction to Marketing Research Introduction to the Module Module handbook Review

Handbook
W2-3 Marketing Research in Practice Introduction to assessment and Donald S. Tull& Hawkins- Marketing
 Introduction Q&A research
 Function Naval Bajpai- Business Reseacrh
methodology
 Information and decision making
 The research industry
 Marketing Information System
 Marketing decision support system.
W4-5 Research Process and design Group formations and task Donald S. Tull& Hawkins- Marketing
 Nature of design assigning research
 Steps in design process Naval Bajpai- Business Reseacrh
methodology
 Multinational research design
 Potential errors affecting research
design.
W6-7 Sources of research data Research Designing Donald S. Tull& Hawkins- Marketing
 Introduction research
 Types of source of research data Naval Bajpai- Business Reseacrh
methodology
 Importance of source
 Nature of secondary data Research context provide
 Internal & External secondary data
W8-9 Experimentation Group Project Presentation Donald S. Tull& Hawkins- Marketing
 Nature of Experimentation research
 Types of Errors affecting experimental Naval Bajpai- Business Reseacrh
results methodology
 Experimental design

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 Laboratory experiments
 Field experiments
 Test Marketing.
W10 Internal Exam
W11-12 Measurement in Marketing research Research Designing of any Donald S. Tull& Hawkins- Marketing
 The concept of Measurement company research
 Scales of measurement Naval Bajpai- Business Reseacrh
methodology
 Components of Measurements
 Measurement accuracy
 Measurement development
W13-14 Questionnaire design Feedback of Research design Donald S. Tull& Hawkins- Marketing
 Introduction research
 Nature of questionnaire design Naval Bajpai- Business Reseacrh
 Preliminary decisions methodology
 Decisions about question:
o content
o phrasing
o response format & sequence
 Characteristic of questionnaire
 Decision about the pre-test
W15 Sampling process and size determination Feedback of Topic Presentation Donald S. Tull& Hawkins- Marketing
 Introduction completed by groups research
 Census Vs Sample Naval Bajpai- Business Reseacrh
methodology
 Sampling process
 Application of sampling
 Methods of determining sample size
 Sampling distribution
 Traditional statistical methods of
determining sample size

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 Sample size
 Incidence and Nonresponsive
W16 Data Reduce and Estimation Donald S. Tull& Hawkins- Marketing
 Introduction research
 Importance of data reduction & Naval Bajpai- Business Reseacrh
estimation methodology
 An example involving new product
research
 Data reduction
 Statistical estimation
W16 Univariate hypothesis test Updates and Communication in Donald S. Tull& Hawkins- Marketing
 Hypothesis tests requiring Google Classroom research
interval data, hypothesis tests Naval Bajpai- Business Reseacrh
using methodology
 Ordinal Data & Nominal Data
W17 to Sales Forecasting and marketing research Updates and Communication in Donald S. Tull& Hawkins- Marketing
end of and reports Google Classroom research
semester  Judgmental and casual method of Naval Bajpai- Business Reseacrh
forecasting methodology
 Time series analysis and projection
 Error costs and the value of forecasts
 Choice of forecasting model
 Preparing the written research report
 Contents of Research report
 Preparing Oral presentations

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6.0 Key Resources to Support Learning

6.1 Core Recommended Text Book

 Donald S. Tull& Hawkins, ―Marketing Research: Measurement & Methods‖, PHI Learning Private
Limited, Sixth Edition or Latest edition, 1993.
 Naval Bajpai, ―Business Research Methods‖, Pearson 1st edition, 2011.

6.2 Additional Text Books

7.0 Additional Information

7.1 Referencing you work

It is essential that you fully reference all ideas, theories, quotes and statistics you have cited in
your submitted assignment, particularly the essay. Failure to do so will result in a deduction of
marks, possible failure and/or accusations of plagiarism (the act of presenting the ideas or
discoveries of another as one's own). The method students MUST use is the Harvard system,
both for in-text citations and in the construction of your reference list that must be appended to
all which draws on the ideas of others. Full guidance on proper referencing can be found
on Google Classroom or with LICLibrary.

As explained at level one, there are several reasons for proper referencing of your work (where
needed). These are worth reiterating as the expectation at level two and beyond is one of good
or excellent academic practice. Basically, a reference is a description of the document from
which you have obtained your information. When writing essays/reports you are expected to
read around your subject and referencing is a way of demonstrating that you have completed
that reading. Each time you use someone else’s ideas or words it is essential that you
acknowledge this in your work. You should provide references to substantiate your arguments
and to enable your reader to follow up your source material. You should reference whenever
you use any source of information for particular facts, theories, findings or ideas in an author's
work; a direct quotation; paraphrasing an author's words.Student assignment with
plagiarism percentage above 20% in Turn-it-in report will not be accepted and marked
by the Module Leader.

7.2 Definitions of Academic Practice

What Description
A Excellent Academic Exemplary referencing using Harvard citations and references
Practice are complete, accurate and consistent in style
B Good Academic Good standard of referencing using Harvard: citations and
Practice references are well handled in the main, there are no omissions
but there may be some minor errors and inconsistencies.

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C Negligent Academic A misunderstanding of referencing conventions of Harvard.

Practice References are not complete, accurate & consistent but errors
and omissions are minor.
It is reasonable to assume that the breach arose out of ignorance
and/or carelessness.
D Academic A lack of competence in the use of referencing conventions.
Malpractice References are not complete, accurate & consistent but it is not
the intention to deceive. However it is not reasonable to assume
that the breach arose out of ignorance and/or carelessness.
E Academic Cheating – a failure to attribute sources of information used,
Misconduct including the use of false references and intentional
misrepresentation of sources. Plagiarism or collusion is
suspected and will be investigated further.

7.1 Referencing you work

It is essential that you fully reference all ideas, theories, quotes and statistics you have cited in
your submitted assignment, particularly the essay. Failure to do so will result in a deduction of
marks, possible failure and/or accusations of plagiarism (the act of presenting the ideas or
discoveries of another as one's own). The method students MUST use is the APA system,
both for in-text citations and in the construction of your reference list that must be appended to
all which draws on the ideas of others. Full guidance on proper referencing can be found
on Google Classroom or with LICLibrary.

As explained at level one, there are several reasons for proper referencing of your work (where
needed). These are worth reiterating as the expectation at level two and beyond is one of good
or excellent academic practice. Basically, a reference is a description of the document from
which you have obtained your information. When writing essays/reports you are expected to
read around your subject and referencing is a way of demonstrating that you have completed
that reading. Each time you use someone else’s ideas or words it is essential that you
acknowledge this in your work. You should provide references to substantiate your arguments
and to enable your reader to follow up your source material. You should reference whenever
you use any source of information for particular facts, theories, findings or ideas in an author's
work; a direct quotation; paraphrasing an author's words.Student assignment with
plagiarism percentage above 20% in Turn-it-in report will not be accepted and marked
by the Module Leader.

7.2 Definitions of Academic Practice

What Description
A Excellent Academic Exemplary referencing using APA citations and references are
Practice complete, accurate and consistent in style
B Good Academic Good standard of referencing using APA: citations and
Practice references are well handled in the main, there are no omissions
but there may be some minor errors and inconsistencies.

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C Negligent Academic A misunderstanding of referencing conventions of APA.

Practice References are not complete, accurate & consistent but errors
and omissions are minor.
It is reasonable to assume that the breach arose out of ignorance
and/or carelessness.
D Academic A lack of competence in the use of referencing conventions.
Malpractice References are not complete, accurate & consistent but it is not
the intention to deceive. However it is not reasonable to assume
that the breach arose out of ignorance and/or carelessness.
E Academic Cheating – a failure to attribute sources of information used,
Misconduct including the use of false references and intentional
misrepresentation of sources. Plagiarism or collusion is
suspected and will be investigated further.

7.2 Samples and tips on creating a Reference List – for reference only
(*excerpts taken from citing and referencing APA style guide – The University of
Waikato)

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7.3Exampls of References by Type

(*excerpts taken from citing and referencing APA style guide – The University of
Waikato)

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