Marketing Research
- Management Sciences
- 400 level
- 3 credit units
- 198 pages
- 20 units
This course introduces students to the principles and practices of marketing research. It explores the nature and scope of marketing research, tracing its historical development and discussing basic concepts and reasons for its application. The course examines decision-making criteria, various research problem approaches, and different forms of marketing research. Students will learn about research planning, data collection methods, and ethical considerations in primary research.
About this course
- Difficulty
- Intermediate
- Study hours
- 20 hours
- Maths
- Basic
- Content
- Theoretical, case study
- Practical work
- Yes
- Assignments
- Tutor marked assessments
- Final examination
What you'll read
The real module and unit structure of MKT403, taken from the course material NOUN publishes.
- Unit 13Page 6
- UNIT 1 INTRODUCTION TO MARKETING RESEARCH/RESEARCH CONCEPTSPage 27
- UNIT 2 THE ROLE OF MARKETING INTELLIGENCE IN CORPORATE PLANNINGPage 34
- UNIT 3 MARKETING RESEARCH BRIEF/ PROPOSALPage 46
- UNIT 4 MARKETING MANAGEMENT DECISION-MAKING & MARKETING RESEARCHPage 58
- UNIT 5 PROBLEM OF DEFINITIONPage 69
- UNIT 6 DECISION ALTERNATIVE IN MARKETING RESEARCH PROCESSPage 77
- UNIT 7 RESEARCH OBJECTIVESPage 88
- UNIT 8 RESEARCH PLAN: SALES EFFORTS AND ADVERTISING WITH EMPHASIS ON PLANNINGPage 98
- UNIT 9 INTERNAL AND EXTERNAL PUBLISHED DATAPage 106
- UNIT 10 FIELD OR PRIMARY RESEARCHPage 113
- UNIT 11 POSTAL SURVEYPage 120
- UNIT 12 PERSONAL AND TELEPHONE INTERVIEWPage 126
- UNIT 13 PANEL RESEARCHPage 136
- UNIT 14 OVERVIEW OF MARKETING RESEARCH QUESTIONNAIREPage 142
- UNIT 15 THE FLOWERPOT APPROACH’S IMPACT ON QUESTIONNAIRE DEVELOPMENTPage 151
- UNIT 16 SUPPLEMENT DOCUMENTS ASSOCIATED WITH SURVEY INSTRUMENT DESIGNSPage 161
- UNIT 17 DEVELOPMENT OF COVER LETTERSPage 168
- UNIT 18 MARKETING RESEARCH QUESTIONNAIRE CONSTRUCTIONSPage 179
- UNIT 19: AUDIO AND VISUAL RESEARCH AND APPLICATIONS IN MARKETING.Page 185
One paragraph, so you can see how it reads
MKT403 · Unit 13
For each study unit, which you are expected to spend at least three hours, there are specific objectives. At the end of each unit, measure what you have learnt against the objectives. If there is any deviation go back to the contents of the unit. There are textbooks, which you may go for additional information.
What you should be able to do
- Discuss the principles and practice of Marketing Research
- Define and explain Marketing Research
- Examine the nature and scope of Marketing Research
- Discuss the basic concepts and reasons for Marketing Research
- Explain the various forms of Marketing Research
What it prepares you for
- Market Research Analyst
- Marketing Manager
- Brand Manager
- Advertising Manager
- Sales Manager
- Consumer Goods
- Retail
- Advertising
- Financial Services
- Healthcare
Where it gets hard
The units students slow down on, and what makes each one heavy.
- N/A
Unit 6: Decision Alternative in Marketing Research Process
Complex decision-making models require strong analytical skills and understanding of statistical concepts.
- N/A
Unit 10: Field or Primary Research
Understanding the nuances of ethical considerations in primary research requires careful attention to detail and awareness of potential biases.
A suggested way through it
13 weeks, about 45 hours in total. Yours will differ.
- Week 1Module 1: Marketing Research
Unit 1: Introduction to Marketing Research/Research Concepts · 3 hours
Define marketing research, identify basic concepts, and understand objectives..
- Week 2Module 1: Marketing Research
Unit 2: The Role of Marketing Intelligence in Corporate Planning · 3 hours
Identify long-term objectives, evaluate internal resources, and appraise the external environment..
- Week 3Module 1: Marketing Research
Unit 3: Marketing Research Brief/ Proposal · 3 hours
Explain marketing research requirements and how it alters client perception..
- Week 4Module 1: Marketing Research
Unit 4: Marketing Management Decision-Making & Marketing Research · 3 hours
Identify decision-making processes and categories of marketing research design..
- Week 5N/A
Unit 5: Problem of Definition · 3 hours
Ascertain how marketing research problems are defined and distinguish between theory and law..
- Week 6N/A
Unit 6: Decision Alternative in Marketing Research Process · 3 hours
Define decision-making and identify its usefulness in marketing research..
- Week 7N/A
Unit 7: Research Objectives · 3 hours
Define research objectives and examine their roles in marketing research..
- Week 8N/A
Unit 8: Research Plan: Sales Efforts and Advertising with Emphasis on Planning · 3 hours
Identify the purpose of a research plan and explain how research is planned and executed..
- Week 9N/A
Unit 9: Internal and External Published Data · 3 hours
Differentiate between internal and external published research data and primary and secondary data..
Unit 10: Field or Primary Research · 3 hours
Define and explain primary or field research and identify their major examples..
- Week 10N/A
Unit 11: Postal Survey · 3 hours
Define and explain postal survey and mail methods..
- Week 11N/A
Unit 12: Personal and Telephone Interview · 3 hours
Explain the different forms which personal interview and telephone interview can take..
- Week 12N/A
Unit 13: Panel Research · 3 hours
Explain the meaning of panel research and how panel market research is being conducted..
- Week 13Module 4: Marketing Research Questionnaire
Unit 14: Overview of Marketing Research Questionnaire · 3 hours
Discuss the theoretical principles of questionnaire design..
Unit 15: The Flowerpot Approach's Impact on Questionnaire Development · 3 hours
Discuss and employ the flowerpot approach in developing scientific questionnaire..
Preparing for the exam
- Create concept maps linking Units 1-4 to understand foundational research principles
- Practice identifying research problems and formulating hypotheses from Units 5-7
- Review data collection methods in Units 8-12 and their appropriate applications
- Analyze sample questionnaires from Units 14-18 to identify strengths and weaknesses
- Focus on ethical considerations in Unit 10 and their implications for research design
Questions students ask about this course
What is MKT403 about?
This course introduces students to the principles and practices of marketing research. It explores the nature and scope of marketing research, tracing its historical development and discussing basic concepts and reasons for its application. The course examines decision-making criteria, various research problem approaches, and different forms of marketing research. Students will learn about research planning, data collection methods, and ethical considerations in primary research.
How many units does MKT403 have?
MKT403, Marketing Research, has 20 units across 2 modules, over 198 pages of course material. You can read it one unit at a time.
How many credit units is MKT403?
MKT403 carries 3 credit units, at 400 level in Management Sciences.
Is MKT403 hard?
MKT403 is rated intermediate level, with basic mathematical content. It is mostly theoretical and case study work, and it has a practical component.
How long does MKT403 take to study?
About 20 hours of study, spread across its 20 units.
How is MKT403 assessed?
MKT403 is assessed by assignments, tutor marked assessments and final examination.
What can I do with MKT403?
Market Research Analyst, Marketing Manager, Brand Manager, Advertising Manager and Sales Manager.