APME85-Quantitative Marketing Research Methods

Module Provider: School of Agriculture, Policy and Development
Number of credits: 10 [5 ECTS credits]
Level:7
Terms in which taught: Spring term module
Pre-requisites:
Non-modular pre-requisites:
Co-requisites:
Modules excluded:
Current from: 2023/4

Module Convenor: Dr Giacomo Zanello
Email: g.zanello@reading.ac.uk

Type of module:

Summary module description:

Good marketing decisions require solid marketing research. Develop the theoretical and applied knowledge of multivariate statistical techniques for data analysis in a market research environment. Gain exposure to and understanding of different techniques and develop experience in the application of key quantitative methods that are typically used to analyse data in marketing. Learn through integrated lectures and practical sessions, where you will analyse real datasets.

Aims:

Assessable learning outcomes:

At the end of this module students will:

• Recognize the role and value of statistical techniques in a market research environment.


• Become familiar with the steps of a research design, including the structure and characteristics of a research report.


• Gather a knowledge of a selection of statistical techniques and apply them to marketing research problems.


• Understand the output of marketing research investigations.


• Master SPSS for statistical analysis within a market research perspective.


• Develop effective written communication skills for a marketing and professional environment.

Additional outcomes:

Use of SPSS for advanced statistical analysis within a market research perspective. Effective written communication skills for a marketing and professional environment.

Outline content:

1. Introduction (data and marketing)


2. Measurement, stats, and graphs


3. Hypothesis testing


4. Regression analysis (OLS)


5. Logit and Principal Component Analysis (PCA)


6. Cluster analysis


7. Ordered logit


8. Segmentation


9. Discrete choice conjoint analysis


10. Test (30%)

Brief description of teaching and learning methods:

Lectures will provide an understanding of fundamental concepts and demonstrate the use of data analysis methods. Practical classes will involve students analysing real data sets with a focus on learning the concepts taught in the lectures.

Contact hours:

	Autumn	Spring	Summer
Lectures		10
Practicals classes and workshops		10
Guided independent study:
Wider reading (independent)		10
Exam revision/preparation		20
Essay preparation		50
Total hours by term	0		0
Total hours for module	100

Summative Assessment Methods:

Method	Percentage
Report	70
Class test administered by School	30

Summative assessment- Examinations:

Summative assessment- Coursework and in-class tests:

1. Students will submit a Marketing Report based on analysis of a real dataset. The report must not be longer than 3,500 words (excluding tables, bibliography, and appendix). The assignment will be held in Week 6 and it is due the first day of Summer Term (April 16, 2017). The Report must be submitted via Turnitin (see link under ‘Assignment’ in Blackboard). This part of the assessment carries a weight of 70%.


2. Students also sit an examination paper consisting of 30 multiple choice questions lasting 60 minutes which covers most of the key material presented in the module. The test will be held in Week 11. This part of the assessment carries a weight of 30%.

Formative assessment methods:

Penalties for late submission:

The below information applies to students on taught programmes except those on Postgraduate Flexible programmes. Penalties for late submission, and the associated procedures, which apply to Postgraduate Flexible programmes are specified in the policy 'Penalties for late submission for Postgraduate Flexible programmes', which can be found here: https://www.reading.ac.uk/cqsd/-/media/project/functions/cqsd/documents/cqsd-old-site-documents/penaltiesforlatesubmissionpgflexible.pdf
The Support Centres will apply the following penalties for work submitted late:

• where the piece of work is submitted after the original deadline (or any formally agreed extension to the deadline): 10% of the total marks available for that piece of work will be deducted from the mark for each working day (or part thereof) following the deadline up to a total of five working days;
• where the piece of work is submitted more than five working days after the original deadline (or any formally agreed extension to the deadline): a mark of zero will be recorded.

The University policy statement on penalties for late submission can be found at: https://www.reading.ac.uk/cqsd/-/media/project/functions/cqsd/documents/cqsd-old-site-documents/penaltiesforlatesubmission.pdf
You are strongly advised to ensure that coursework is submitted by the relevant deadline. You should note that it is advisable to submit work in an unfinished state rather than to fail to submit any work.

Assessment requirements for a pass:

50%

Reassessment arrangements:

Coursework assignment to be carried out in August.

Additional Costs (specified where applicable):

1) Required text books:  None

2) Specialist equipment or materials:  None

3) Specialist clothing, footwear or headgear:  None

4) Printing and binding:  None

5) Computers and devices with a particular specification:  None

6) Travel, accommodation and subsistence:  None

Last updated: 30 March 2023