This module is intended to provide students with an understanding of the fundamentals of Market Research through the lens of consumers, markets and industry. The module explores how and in what way organisations gather and harness research to support their planning and decision making by introducing the principles and practice of market research and the three core aspects of:
Data collection; Analysis; and Communication of findings.
The module starts to prepare students with the basic knowledge and develop skills to prepare for undertaking MSIN2003 Business Research Methods in their second year, leading to the successful planning and implementation of an independent extended research project (MSIN9001), completed in the final year of the IMB BSc Degree program.
Interactive sessions (30 hours), will include open class and small group discussions and group working. Sessions will include a series of guest lectures from academics within the School of Management who will present and share their experiences of using different methods of data collection and analysis in business research. The weekly session is timetabled as a single 3 hour block which must be attended fully.
The aims of the Consumer, Markets and Industry Research module are:
- To develop and demonstrate a market research toolbox containing a suite of resources with exemplary briefs, proposals, topic guidance and sample questionnaires to provide students with the necessary survey instruments, analytical tools and methodological frameworks to deliver effective research and research audit activities.
- To contextualise the subject through the use of case studies which will illustrate marketing research in action, and demonstrate examples of poor research practice as well as exemplary “best practice”.
- To introduce the recent digital developments in market research. These will include: social media monitoring, web analytics techniques, Crowdsourcing, Market Research Online Communities Gamification, Open Data, Infographics, Command Centre Viewing, and Neuro-marketing.
- To provide an introduction to research ethics
- To demonstrate practical application of the skills and techniques needed for effective and actionable research in a broad range of IT related business contexts. Students will blend theory and practice, to undertake practical marketing research tasks; to critically evaluate their finding in respect of their results and the utility of the tools and approached adopted.
On successful completion of the module, students will be able to:
- Understand the practice and principles of effective market research
- Appreciate the models, methodologies and approaches used to gather primary data in business market research
- Design appropriate primary and secondary research programmes
- Critically evaluate and understand business research outputs
- Make valid and actionable business recommendations based on market research
- Produce outputs directed at a business audience
- Introduction to Market Research
- The organisational knowledge base
- Market Intelligence
- Product Research and the R&D function
- Data Protection legislation
- Research design and structuring
- Pricing Research
- Internal and Secondary sources
- Research Confidentiality
- Advertising effectiveness and Consumer intelligence
- Questionnaire Design
- Analysis of research findings
- Customer and sales research
- International Research
- Digital Research
- Supporting strategic choice through research
- Reporting Research findings
Individual Coursework (2 x 1500 word reports) 60% Group Coursework (5,000 words) 40%
Bradley, N. (2013) Marketing Research – Tools and Techniques, 3rd ed., Oxford: Oxford University Press.
Bryman, A. & Bell, E. (2015) Business Research Methods. 4th ed. Oxford: Oxford University Press.
Creamer, E. (2017) An Introduction to Fully Integrated Mixed Methods Research. London: Sage.
Davies, M. and Hughes, N. (2014) Doing a Successful Research Project. Using Qualitative or Quantitative Methods, 2nd Edition. London: Palgrave
Fink, A. (2008) How To Conduct Surveys: A Step-by-Step guide. London Sage.
Floyd, J. Fowler, J. (2013) Survey Research Methods. London: Sage.
Gray, D. (2016) Doing Research in the Business World. London: Sage.
Paulus, T., Lester, J. and Dempster, P. (2013) Digital Tools for Qualitative Research. London: Sage.
Pink, S. (2007) Doing visual ethnography: images, media and representation in research, 2nd edition. London: Sage.
Scott, J. (2017) Social Network Analysis, 4th Edition. London: Sage.
White, P. (2017) Developing Research Questions, 2nd Edition. London: Palgrave.
Oppenheim, A. N. (2000) Questionnaire Design, Interviewing, and Attitude Measurement (New Edition). London: Pinter.
Saldaña, J. (2009) The Coding Manual for Qualitative Researchers. London: Sage.
http://methods.sagepub.com/ excellent online research methods resources from Sage. Click on Institution (top right) and select the Shibboleth login option then select University College London and login using your UCL login details.
Academy of Business Research Journal
Interdisciplinary Journal of contemporary research in business
International Journal of Social Research Methodology
Journal of Management and Business Research
Journal of International Business Research
Journal of Consumer Research