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pothesis testing) and setting decision criteria will provide the key to integration in the learning experience process.  We will explore the fundamentals of sampling and sample design.  Survey, experimental design and methods of data collection (questionnaire design, face-to-face interviews, postal questionnaires and telephone interviewing) will complete the learning programme.
 
The research interview, comprising the role, selection, training and supervision of interviewers, is examined in-depth; as are the principles and practice of qualitative research.  We also look at how market researchers construct market segmentation models demographic, lifestyle, psychological categories, geo-demographics, etc.).  Finally, we will look at what differences exist between consumer and industrial markets in terms of analysing and interpreting consumer behaviour and motivation and industrial buyer behaviour and motivation

10. Programme

The  programme (below) gives an indication of

a. The content of each lecture
b. The focus of each  seminar
c. The relevant reading for each topic

Please note that there are sometimes unforeseen circumstances, such as staff illness, that may necessitate some changes to this schedule (e.g. order of topics). The staff will make every effort to communicate these changes to you in good time.

 There are a number of points that we consider will help you to find the module rewarding, and challenging.   

· We have a very limited time in which to deliver this module, and Market Research is a complex, difficult area.    You cannot succeed unless you complete the required reading before, during, and after each class.
· A case study will be provided early on in the programme, and this will form the basis for much of the seminar discussion and the first assignment, the group presentation.    Much of the seminar activity will ask you to consider how the material you have received in the lecture period could be usefully applied to the case study, and you will prepare your presentation in the light of these discussions.
· For the presentations you will need to form yourselves into groups of 3-4.   The second assignment will be an individual submission (details will be provided after completion of the first assignment)
· There are suggested readings from the two recommended texts against each part of the programme (see below).    This is only designed to help to get you started and is not intended to be an exhaustive reading list, and students should use the time they have to ensure that they read widely around this topic.   These two texts are:

McGivern, Y (2006) The Practice of Market and Social Research Prentice Hall 2003
Wilson, D (2003). Marketing Research An Integrated Approach Pearson 2003  
 
  Other highly recommended texts are:

Malhotra, N. K. & Birks, D. (2006) Marketing Research: An Applied   Approach, Financial Times

Proctor, T. (2005) The Essentials of Marketing Research (4th Ed), Financial Times, 本论文由英语论文网提供整理，提供论文代写，英语论文代写，代写论文，代写英语论文，代写留学生论文，代写英文论文，留学生论文代写相关核心关键词搜索。