UNIVERSITY OF ROEHAMPTON BUSINESS SCHOOL DIRECTOR: Professor Elaine Harris Roehampton University Southlands College 80 Roehampton Lane London

SW15 5SL Tel: 020-8392 3000 (switchboard) Tel: 020 8392 3440 (office) Fax: 020 8392 3518 www.roehampton.ac.uk

Academic Year: 2011-2012

MODULE CODE: BUS020N562Y MODULE TITLE: Marketing Research MODULE CONVENER: Sue Layton
Email:

s.layton@roehampton.ac.uk

Room: QB208

ASSESSMENT DETAILS 50% Exam 50% Coursework Coursework is a group based 4000 word project and presentation 90% individual mark, 10% group mark Coursework hand in date: Monday 20th February 2012 before 2pm

Learning Compact For all taught modules Roehampton requires a learning compact with responsibilities for tutors and students. This sets out general rights and responsibilities. 1. The module convener will issue every student enrolling on that module with a booklet describing the nature and demands of the module, including: a calendar of all classes involved in the module and a week-byweek list of the topics to be covered by the modules; a list of required preparation for each week; a description of the assessment criteria to be used during the module; a statement of the nature, pattern and timing of the assessment; a list of the dates by which all assignments must be submitted and details of the process for doing this; a list of the dates by which each assignment will be returned to the students and details of the process for doing this; a final date for collection of coursework by students, after which return cannot be guaranteed. A register will be kept of attendance, and submission and return of all assignments for all modules. Students are expected to: participate fully in the learning process; attend all classes and arranged tutorials; provide the tutor with an explanation of enforced absences; hand all coursework assignments in on time in accordance with published procedures; attend all examinations at the published time and venue; complete 100 hours of study (including assessed work and timetabled activities) for each 10-credit module (200 hours for 20 credits, 300 hours for 30 credits, 400 hours for 40 credits); regularly check their communication channels (e.g. notice boards, StudyZone Moodle, e-mails); up-date their records with the University and the Business School

2. 3.

MODULE RATIONALE This module will complement the students studies of Marketing Management. It aims to provide an understanding of the theory and practice of marketing research as an essential contributor to informed, objective decision-making. The module includes a review of key conceptual aspects as well as the principal techniques involved in practical application. Completion of this module prepares students for a possible future role in marketing and/or marketing research.

LEARNING OUTCOMES Students who successfully complete this module will be able to:

1. 2. 3. 4. 5. 6. 7.

Understand the context and functions of marketing research within the wider marketing task as well as its process and general methodology. Demonstrate knowledge, understanding and critical analysis of key theoretical concepts underpinning primary and secondary research. Understand and apply important concepts and techniques within quantitative and qualitative research such as sampling, rating scales, Kelly (repertory) grids, projective techniques and focus groups. Apply cognitive skills through problem solving, the analysis of marketing research data and data evaluation. Carry out practical skills such as questionnaire design, personal interviewing, data analysis through SPSS, presentations and report writing. Demonstrate key communication skills, both oral and written, through In-class presentations as well as written reports. Hold additional skills in terms of time-management to meet assessment deadlines, teamwork in terms of the group project and independent effort in terms of essays carried out under examination conditions.

TEACHING PROGRAMME Week Date Lecture & (w/c) Assessments 1 26 Sep 11 Introduction to Marketing Research 2 03 Oct Project Planning, 11 Sampling and Questionnaires 3 10 Oct *Essential site visit for 11 coursework 4 17 Oct Group questionnaire 11 tutorials 5 24 Oct *Essential live surveys 11 6 31 Oct *Essential live surveys 11 7 7 Nov 11 Survey feedback 8 14 Nov Research Procedures & 11 Research Design 9 21 Nov Secondary Research: Resources & Methods 11 10 11 12 28 Nov 11 05 Dec 11 12 Dec 11 Seminar Proctor: chapter 1 Proctor: chapter 2, 3 and 7 Pallant: chapter 1

Proctor: chapter 7 Proctor: chapter 5 Proctor: chapter 5

Proctor: chapter 2 Proctor: chapter 3

Primary Research: Proctor: chapter 5 Quantitative * Essential SPSS lab Pallant: as required session SPSS practical lab Pallant: as required session

Week Date (w/c) 13 09 Jan 12 14 16 Jan 12

Spring Term

Reading

Measurement and Proctor: chapter 6 Scaling Questionnaire Design Proctor: chapter 7

15 16 17 18 19 20 21

23 Jan 12 30 Jan 12 06 Feb 12 13 Feb 12 20 Feb 12 27 Feb 12

Sampling: Theory & Proctor: chapter 4 Practice 1 & 2 Group tutorials Primary Research: Proctor: chapter 8 Qualitative 1 Primary Research: Proctor: chapter 8 Qualitative 2 Data Analysis & Proctor: chapter 10 and 11

Presentation Applied Marketing Proctor: chapter 13 Research Group tutorials Presentations Presentations In class exam revision Consultation Week Examination Period

05 Mar 12 22 12 Mar 12 23 19 Mar 12 24 26 Mar 12 23 Apr 12 30 Apr 18 May 12 *Students who module may be ASSESSMENT Coursework 50%:

are unable to attend the Essential elements of this unable to complete the coursework

A group project comprising a quantitative marketing research survey of 100 face-to-face interviews to be undertaken in groups of 4/5 leading to the production of a written report within a maximum of 4,000 words followed by a 30-minute presentation of the results. EACH GROUP MEMBER WILL BE ASSESSED INDIVIDUALLY FOR 90% OF THE MARKS WITH 10% OF THE MARKS AWARDED TO THE GROUP AS A WHOLE. Each student will be expected to contribute approximately 1000 words to the report AND 4 questions to the questionnaire. He/she will analyse the 4 questions and write an appropriate section for the report results based on that analysis. In addition, each student will write a specific section of the report e.g. Executive summary, research objectives, research methodology etc. EACH STUDENT WILL IDENTIFY WHICH SECTION THEY WROTE WITH THEIR NAME AND STUDENT NUMBER HEADING THEIR SECTION(S). Every student must participate in the (video) presentation. He/she will be expected to present the sections and findings they are responsible for in the report and will be marked individually. The Group Project: This comprises a 'live' marketing topic to be discussed with the lecturer e.g. 'A taste challenge between Virgin cola and Coca cola' or 'An investigation into college catering facilities or 'Consumer reactions to Red Bull, a sports and health

drink? - each of which were recent topics of fieldwork projects by students. The project report should include ALL of the following: Research (time) schedule. For each stage of research including the planning stage and individual team member responsibilities. This should be typed (no more than one A4 page) and submitted to your tutor for approval by teaching week 4. Design of questionnaire to include: *introduction to the respondent *screening questions *recruitment/classification questions *multiple-choice questions *at least 1 and no more than 2 open-ended questions *at least 3 different types of scaling question 100 interviews to be carried out. 4 questions to be submitted by each group member. You may discuss the questionnaire with your tutor. Include the questionnaire in the appendix of your report. Data analysis using SPSS . Each group member to analyse his/her own questions and provide a variety of tables e.g. %s, raw data etc. or charts e.g. pie, bar, etc. Presentation. You are required to present your fieldwork project using PowerPoint. The venue for this will be your allocated lecture room and the date will be confirmed to you in the first few weeks of term. Maximum length is 30 minutes and ALL team members should participate, presenting their own analysis of their questions as well as additional sections e.g. Introduction, Objectives etc. It is important you rehearse well beforehand. Written report/project presentation . In report-format with appropriate headings and word-processed. Cover page must include module title and code, project title, names/student numbers of team members. Personal learning statements (appendix 1) Each team member must submit a short report (one A4 page) on how they felt the project was handled/conducted by their team, how equally each contributed to the project, what improvements they may make on another occasion and what they have learned from the experience. These are confidential so submit separately in envelopes at the back of your report. Include your project task records (appendix 2) and the final questionnaire in the report appendices. You will be required to fill out the Schools generic ethics agreement. Details will be given out in class.

Mark scheme and feedback sheets for coursework will be found in appendix 3 and 4. Written feedback and provisional marks will be available within four weeks of the final presentation date.

FEEDBACK Comprehensive written feedback will be available within the university stated guidelines for return of work (four weeks). Students should make an appointment with the lecturer either individually or in groups to receive individual comment.

ASSIGNMENT SUBMISSIONS SUBMISSION OF PRINTED AND DIGITAL COPIES Unless otherwise stated on the assignment documentation, the Business School requires both a printed and digital version of all assignment submissions. The printed version must be posted through the post box outside the School Office (QB104). The digital copy must be submitted via Turnitin on the modules Moodle site. BOTH must be submitted by 2pm on the given date. The electronic submission is to ensure that a record can be kept of submissions and lessens the possibility of work being lost or misplaced. The copies of assignments submitted on Turnitin and on paper copy must be IDENTICAL. Students should expect that the tutor might choose to mark either copy. Never hand assignments to tutors, or put in staff mailboxes, or submit by email or fax. If you do not meet this 2pm deadline you should complete the Late Work section of the Coversheet. If you have mitigating circumstances you will need to follow the Mitigating Circumstances procedures and provide the necessary documentary evidence. If the mitigating circumstances are accepted, the mark will be entered on to the gradesheet without penalty. If the mitigating circumstances are rejected, the mark will be held over until the next Examination board and capped at a midpoint between 40% and the mark given. This pre-supposes that the work is marked at 40% or above. If it is less than 40% then it is a fail whether or not it is late and whatever the mitigating circumstances are. No work will be considered if it is handed in after the lecturer has marked and returned the assignment to students. Failure to attend any in-class test will be treated as a non-submission. Computer/printer failure will not be accepted as a reason for late submission. Coursework must be stapled (not paperclipped) at the top left-hand corner and must have a cover sheet (complete with student number and signed) and feedback sheet attached to the front. Do not use plastic sleeves (unless you are to include a disk)/ covers/ binders. You should keep a copy of your submitted coursework. You are advised to keep notes and a back-up disk when working on any assignment. Coursework marks / feedback will be supplied by tutors on the date shown in the module booklet.

Each assignment is allocated a word limit. Students need to state the word count at the end of the assignment and on the assignment coversheet. 10% over or below the stated word count is permitted without penalty. If students go beyond this, then there is a penalty of 5 marks for every additional 10% beyond the word count. There is no specific penalty for submitting a piece which is below the word count, but please note that shorter submissions are likely to attract poorer grades, particularly where they lack the necessary depth of analysis.

The module lecturers aim to provide all students with advice and guidance in the preparation of coursework and may comment on outlines or plans submitted, but will not predict the final assessment. Their role is not to read or comment on fully written essays/assignments prior to submission. For further general details on coursework preparation refer to the online information via Studentzone. When the work is returned and assessed, a student will receive full formal written feedback with the opportunity to seek a tutorial for further clarification, if necessary. The university subscribes to Turnitin Software. This is an online plagiarism detection service that enables electronic comparison of students work against Internet sources and other students' work held on the TurnitinUK database. It is available to both staff and students via Moodle. Students can access it as a learning tool via the Moodle Student Support site. More details can be found on this link: http://studentzone.roehampton.ac.uk/howtostudy/studyguide/HowtoStudy08.pdf Please be aware that every submission will be scanned for plagiarism using this software, so ensure that you are aware of what constitutes plagiarism and how to avoid it. If you are in any doubt about submission requirements or whether your work could be considered as plagiarised, please contact your module tutor before the hand-in date for clarification. WORD COUNT Students need to state the word count at the end of the assignment and on the assignment coversheet. 10% over or below the stated word count is permitted without penalty. If students go beyond this, then there is a penalty of 5 marks for every additional 10% beyond the word count. The word count includes the Abstract or Executive Summary and all in-text citations. The word count excludes the Bibliography and Appendices. Please note that Appendices should only include supplementary information. There is no specific penalty for submitting a piece which is below the word count, but please note that shorter submissions are likely to attract poorer grades, particularly where they lack the necessary depth of analysis.

READING LIST: Core (Students are expected to buy a copy. One reference print copy will be held in the KEY TEXTS collection or held as an ebook) Malhotra, N. and D. Birks (2007) (3rd ed.)Marketing Research, an applied approach, European edition, Harlow: Pearson Education (1st published 2000) Pallant, J. (2010) (4th ed.) SPSS Survival Manual, Maidenhead, OUP. McGraw Hill. Essential Texts (The library holds multiple print copies - up to 1 per 10 students, including a KEY TEXT copy and/or ebook. The library will buy the ebook if available) Birn, R., P. Hague and P. Vangelder (2002) The Handbook of International Market Research Techniques, London: Kogan Page Kolb, B. (2008) Marketing Research, a practical approach, London: Sage Malhotra, N. (2010) (6th ed.) Marketing Research, an applied orientation, New Jersey: Pearson Education (1st published 1996) Proctor, T. (2006) (4th ed) Essentials of Marketing Research, Harlow: Pearson Education (1st published 1997) Recommended Reading (Library holds one print copy or ebook) Hague, P. and P. Jackson (1998) Do your own Market Research, London: Kogan Page Shiu, E. Hair, J. Bush, R. & Ortinau, D. (2009) Marketing Research, Maidenhead: McGraw Hill Other resources: Marketing and Marketing Week each week, Research MRS monthly, FT Management page every Monday Admap, Verdict, MINTEL (Market Intelligence reports), International Journal of Market Research, International journal of research in marketing, Journal of management and marketing research, Journal of marketing research. Resource Lists Please see the StudyZone Moodle site for a complete resource list for this module. Or type the module name into http://resourcelists.roehampton.ac.uk/index.html

Appendix 1 BUS020N562Y

MARKETING RESEARCH

Personal learning statement.

Student name and number.

How did you feel the project was handled / conducted by your team?

How equally did each team member contribute to the project?

What improvements would you make on another occasion?

What have you learned from the experience?

10

This statement is confidential. Please attach it in a sealed envelope at the back of your report. Appendix 2

BUS020N562Y

MARKETING RESEARCH

Fieldwork Project Task Record Date: Group members present Week: Absent

Name of student

Tasks to be undertaken

Last weeks task completed satisfactorily or not

Student signatures

11

Appendix 3 FEEDBACK SHEET FOR BUS COURSEWORK Module code: BUS020N562Y Student name and/or number:
Questionnaire design and content 22.5% =
80-100 Outstanding 70-79 Excellent 60-69 Good 50-59 Competent 40-49 Weak 30-39 Marginal fail

Module title: Marketing Research

Mark.......% x .225
0-29 Fail

Video / presentation skills 22.5% 225 =

80-100 Outstanding 70-79 Excellent 60-69 Good 50-59 Competent 40-49 Weak 30-39 Marginal fail 0-29 Fail

Mark..... %x .

Data analysis using SPSS 22.5%

80100 Outstanding 70-79 Excellent 60-69 Good 50-59 Competent 40-49 Weak 30-39 Marginal fail

Mark.....% x .225
0-29 Fail

Focus, clarity and required report content 22.5% 225 =

80100 Outstanding 70-79 Excellent 60-69 Good 50-59 Competent 40-49 Weak 30-39 Marginal fail 0-29 Fail

Mark.....% x .

Individual Project mark Group project mark

% %

12

Final grade %
Tutors signature: Date:

Appendix 4 FEEDBACK SHEET FOR BUS COURSEWORK Module code: BUS020N562Y Student names and numbers: Module title: Marketing Research

Overall comment on group project 10% x .1 =

Group mark.......%

13

Tutors signature:

Date:

14