Course Details

Course Information Package

Course Unit CodeABSM203
Course Unit Details
Number of ECTS credits allocated5
Learning Outcomes of the course unitBy the end of the course, the students should be able to:
  1. Identify the importance of information systems in assisting the marketing planning process.
  2. Understand the ways in which information is generated and utilised by modern companies.
  3. Identify the 11 marketing research steps.
  4. Outline the various research methods.
  5. Employ the various research methods and tools to different marketing research situations.
Mode of DeliveryFace-to-face
Recommended optional program componentsNONE
Course Contents

1. Introduction to marketing Research

a. What is Marketing Research?

b. The Marketing Information System


2. The Marketing Research Process

a. The Marketing Research Process (An Eleven-step process)


3. The Marketing Research Industry

a. Ethics and Marketing Research


4. Defining the problem and determining Research Objectives

a. Establishing the need for Marketing Research

b. Define the Problem


5. Research Design

a. Research Design: Exploratory, Descriptive, and Causal Research


6. Using secondary data and on-line information

a. Advantages / Disadvantages of Secondary data


7. Observation, Focus groups, and other Qualitative methods

a. Focus Groups


8. Survey Data-Collection Methods

a. Advantages of surveys.


9. Understanding Measurement in marketing Research

a.  Basic Question-Response Formats

b. Levels of Measurement Scales



10. Designing the Questionnaire

a. The Questionnaire Development Process


11. Selecting and Determining sample size

a. Basic concepts in Samples and Sampling

b. Sample size


12. Data Collection in the Field, Non-response Error, and Questionnaire Screening

a. Non-sampling Error in Marketing Research

b. Data Collection Errors


13. Generating descriptive and inferential statistics


Recommended and/or required reading:
  • Burns, A. and Bush, R. (2010) ‘Marketing Research’, 6th edition, Pearson/ Prentice Hall, USA.
  • Burns, A. and Bush, R. (2005) Marketing Research – Online Research Applications. New Jersey: Pearson.
  • Burns, A. and Bush, R. (2005) Basic Marketing Research. New Jersey: Pearson.
  • Churchill, G. A. and Lacobucci, D. (2010) Marketing Research: Methodological Foundations. Ohio: South Western.
  • Robson, C. (2004) Real World Research. Oxford: Blackwell Publishing.
  • Zickmund, W. (2003) Exploring Marketing Research. Oklahoma: The Dryden Press
Planned learning activities and teaching methodsLectures supported by power point presentations, class discussions, use of video material to demonstrate the application of various concepts by companies.
Assessment methods and criteria
Group assignement15%
Final Exam60%
Language of instructionEnglish
Work placement(s)NO

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