Subject Description Form

Subject Code / MM3771
Subject Title / Further Marketing Research
Credit Value / 3
Level / 3
Normal Duration / 1-semester
Pre-requisite / Co-requisite/
Exclusion / Pre-requisite: Marketing Research (MM3761) or equivalent
Role and Purposes / This subject builds upon Marketing Research in order to extend the student’s knowledge in research methodology and research applications. On completion the student should be able to conduct marketing research projects and use advanced statistical methods for analysis of research data. This subject contributes to 7 of the 13 outcomes of the BBA (Hons) programme.
Subject Learning Outcomes / Upon completion of the subject, students will be able to:
a.  use advanced statistical methods creatively for data analyses (BBA Outcome 8).
b.  design and execute marketing research for solving marketing decision problems (BBA Outcomes 4, 6, 8, 11 & 12).
c.  prepare and present effective marketing research reports (BBA Outcomes 1, 2 & 13).
Subject Synopsis/ Indicative Syllabus / §  Choice of Appropriate Statistical Data Analysis Techniques
§  Research Applications in Real Marketing Situations
§  Management of Marketing Research
§  Presenting Research Results
Teaching/Learning Methodology / This subject will consist of formal lectures, seminar discussions, project work and case study analysis. Active student participation is expected. Lectures will cover the main theoretical, conceptual and technical aspects of the syllabus. Group projects will be set as a basis for developing and integrating the materials in the subject.
Seminars will be used to monitor the teams’ progress on project and case work. Computer workshops will also be used for the purpose of analyzing cases and fieldwork data as well as to gain more hands-on experience of application software.
Assessment Methods in Alignment with Intended Learning Outcomes / Specific assessment methods/tasks / % weighting / Intended subject learning outcomes to be assessed
a / b / c
Continuous Assessment / 100%
1. Research Project / 70%
1.1. Proposal / 10% / ü
1.2. Process / 5% / ü / ü / ü
1.3. Written research report / 35% / ü / ü
1.4. Oral presentation / 15% / ü
1.5. Peer evaluation / 5% / ü / ü / ü
2. Test / 30% / ü
Total / 100 %
*Weighting of assessment methods/tasks in continuous assessment may be different, subject to each subject lecturer.
To pass this subject, students are required to obtain Grade D or above in the Continuous Assessment components.
Explanation of the appropriateness of the assessment methods in assessing the intended learning outcomes:
The nucleus of this subject is a group marketing research project. In designing the project, students’ critical thinking, creativity and problem solving skills will be enhanced. Participation in group work develops students’ abilities in team work, leadership and managing relationships. Through interacting with outside parties, students would become more sensitive to social and ethical issues. Presentations help to train up students’ oral and written communication capabilities. The test is to ensure that students know how to use various data analysis methods appropriately.
Student Study Effort Expected
/ Class contact:
§  Lectures and seminars / 21 Hrs.
§  Computer workshop / 21 Hrs.
Other student study effort:
§  Reading / 14 Hrs.
§  Data analysis practices / 14 Hrs.
§  Research project: preparation, fieldwork, data analysis, report writing / 56 Hrs.
Total student study effort / 126 Hrs.
Reading List and References / Recommended Textbook
Malhotra, Naresh K., Marketing Research – An Applied Orientation, 4th ed., Prentice-Hall.
References
Burns & Bush, Marketing Research – Online Research Applications, 5/E, Prentice Hall (BB)
Aaker, Kumar and Day, Marketing Research, 7/E, Wiley (AKD)

(3YC, 2012/2013) MM3771 Further Marketing Research