MKT837 Marketing Research

About this course

Difficulty: Intermediate
Study hours: 20 hours
Maths: Basic
Content: Theoretical, practical, case study
Practical work: Yes

How it is assessed

Assignments
Tutor marked assessments
Final examination

What you'll read

The real module and unit structure of MKT837, taken from the course material NOUN publishes.

Module 1

Module 4

One paragraph, so you can see how it reads

MKT837 · Unit 13

The final examination of MKT 837 will be of two-hour duration and have a value of 70% of the total course grade. The examination will consist of questions which reflect the type of self-testing, practice exercises and tutor-marked problems you have come across. All areas of the course will be assessed.

Start reading Get the original PDF, if you want it

What you should be able to do

Define marketing research and its importance
Formulate research objectives
Apply different data collection methods
Design effective questionnaires
Analyze research data
Apply research findings to marketing decisions

What it prepares you for

Careers

Market Research Analyst
Marketing Manager
Brand Manager
Advertising Executive
Business Development Manager

Where it is applied

Consumer Goods
Retail
Financial Services
Healthcare
Technology

Where it gets hard

The units students slow down on, and what makes each one heavy.

Module 1: Marketing Research
Unit 6: Decision Alternative in Marketing Research Process
Understanding the nuances of applying decision theory models requires strong analytical skills and the ability to interpret probabilistic outcomes.
Module 1: Marketing Research
Unit 10: Field or Primary Research
Requires understanding of complex sampling methodologies and potential biases in data collection.

A suggested way through it

Suggested

13 weeks, about 39 hours in total. Yours will differ.

Week 1Module 1: Marketing Research
- Unit 1: Introduction to Marketing Research/Research Concepts · 3 hours
  Understand the definition of marketing research. Identify basic concepts. Explore the importance of marketing research.
Week 2Module 1: Marketing Research
- Unit 2: The Role of Marketing Intelligence in Corporate Planning · 3 hours
  Identify long-term objectives. Evaluate internal resources. Appraise the external environment. Establish internal strengths and weaknesses (SWOT analysis).
Week 3Module 1: Marketing Research
- Unit 3: Marketing Research Brief/ Proposal · 3 hours
  Explain marketing research requirements. Explain how it alters client's perception. Explain how researcher and client understand the problem. Understand marketing research brief.
Week 4Module 1: Marketing Research
- Unit 4: Marketing Management Decision-Making & Marketing Research · 3 hours
  Identify the process of decision-making. Identify categories of marketing research design. Discuss application of decision making to marketing research. Discuss marketing survey research decision.
Week 5Module 1: Marketing Research
- Unit 5: Problem of Definition · 3 hours
  Ascertain how marketing research problem is defined. Distinguish between theory and law. Draw an analogy between a research problem and symptom. Show practical combination of induction and deductions. Differentiate marketing research from management research.
Week 6Module 1: Marketing Research
- Unit 6: Decision Alternative in Marketing Research Process · 3 hours
  Define decision making. Identify the usefulness of effective decision making. Evaluate decision making using certain conditions. Explain the concept of decision tree. Describe phases in decision making. Explain decision making models.
Week 7Module 1: Marketing Research
- Unit 7: Research Objectives · 3 hours
  Define research objective. Examine the roles of objective. Differentiate between business and research objectives. Identify types of business and marketing research objectives. Explain customer behavioral objectives.
Week 8Module 1: Marketing Research
- Unit 8: Research Plan: Sales Efforts and Advertising with Emphasis on Planning · 3 hours
  Identify the purpose of a research plan. Explain how research is planned and executed. Explain the specific aim of a research plan. Analyze the background and significance. Explain a typical research design.
Week 9Module 1: Marketing Research
- Unit 9: Internal and External Published Data · 3 hours
  Differentiate between internal and external published research data. Identify sources of primary and secondary data. Define syndicate market research services. Explain challenges of using published research data.
Week 10Module 1: Marketing Research
- Unit 10: Field or Primary Research · 3 hours
  Define and explain primary or field research. Explain how to conduct primary research. Examine the purpose of conducting field research. Explain approaches for data collection. Distinguish between laboratory and field research.
Week 11Module 1: Marketing Research
- Unit 11: Postal Survey · 3 hours
  Define and explain postal survey and mail method. Analyze cases where organizations jettisoned postal survey. Explain survey questionnaire. Analyze why postal method is different from personal interview. Explain the concept of opinion research services.
Week 12Module 1: Marketing Research
- Unit 12: Personal and Telephone Interview · 3 hours
  Explain different forms of personal and telephone interview. Explain how to structure individual and group interviews. Identify difficulties encountered when conducting interviews. Define instrumentation. Identify qualities of questionnaire.
Week 13Module 1: Marketing Research
- Unit 13: Panel Research · 3 hours
  Explain the meaning of panel research. Distinguish between consumer and business research. Explain how panel market research is conducted. Explain qualitative and quantitative research. Explain data analysis and how panels work.

Preparing for the exam

What to do

Review all tutor-marked assignments and feedback
Create summaries of key concepts from each unit
Practice applying research methods to real-world marketing scenarios
Focus on understanding the differences between primary and secondary data collection
Prepare examples of good and bad questionnaire design
Allocate study time evenly across all modules
Create flashcards for key terms and definitions

Questions students ask about this course

What is MKT837 about?

This course introduces students to the principles and practices of marketing research. It covers problem definition, research objectives, data collection methods (primary and secondary), and questionnaire design. Students will learn about decision alternatives, research plans, and ethical considerations in research. The course also explores data analysis techniques and the application of research findings in marketing decision-making.

How many units does MKT837 have?

MKT837, Marketing Research, has 21 units across 2 modules, over 197 pages of course material. You can read it one unit at a time.

How many credit units is MKT837?

MKT837 carries 3 credit units, at 800 level in Management Sciences.

Is MKT837 hard?

MKT837 is rated intermediate level, with basic mathematical content. It is mostly theoretical, practical and case study work, and it has a practical component.

How long does MKT837 take to study?

About 20 hours of study, spread across its 21 units.

How is MKT837 assessed?

MKT837 is assessed by assignments, tutor marked assessments and final examination.

What can I do with MKT837?

Market Research Analyst, Marketing Manager, Brand Manager, Advertising Executive and Business Development Manager.