Module Catalogues, Xi'an Jiaotong-Liverpool University   
Module Code: MAN218
Module Title: Market Research
Module Level: Level 2
Module Credits: 5.00
Academic Year: 2019/20
Semester: SEM2
Originating Department: International Business School Suzhou
Pre-requisites: MAN101
To develop an understanding of the need for, and place of, market research in supporting marketing decisions

To develop a practical and applied understanding of developments of market research, and an appreciation of its strengths and weaknesses

To develop the ability to critically evaluate the methodologies used in market research projects

To develop an understanding of ethics in market research
Learning outcomes 
On successful completion of the module, students will be able to:

A. Understand the range of contemporary market research techniques available to marketers

B. Demonstrate an understanding of the handling and analysis of
questionnaire-derived data and qualitative data

C. Apply their understanding of market research to designing their own market research project

D. Critically evaluate methods of market research that have been used in marketing projects

E. Demonstrate an awareness of ethical issues, and questions of relevance in market research
Method of teaching and learning 
The module involves a range of teaching strategies including lectures, tutorials, case studies and guest lectures.

Additional material will be in the form of web-based reading and research, selected texts, journal articles and contemporary magazine and press articles.

Independent research and study will be encouraged throughout to complement groupwork activities. Tutorials will facilitate the sharing of knowledge and experiences of cohort members.
1) The role of market research in marketing

2) Traditional schools of market research

3) Quantitative market research

a. Problem definition

b. Research design

c. Data collection and analysis

4) Qualitative market research

a. Problem definition

b. Research design

c. Data collection and analysis

5) Market research in the new information age

6) Ethics in market research
Delivery Hours  
Lectures Seminars Tutorials Lab/Prcaticals Fieldwork / Placement Other(Private study) Total
Hours/Semester 26     7      117  150 


Sequence Method % of Final Mark
1 Online Open Book Exam 70.00
2 Group Project 30.00

Module Catalogue generated from SITS CUT-OFF: 5/30/2020 4:14:54 AM