FZMR38-Consumer Studies and Market Research

Module Provider: Food and Nutritional Sciences
Number of credits: 10 [5 ECTS credits]
Level:7
Terms in which taught: Summer term module
Pre-requisites:
Non-modular pre-requisites:
Co-requisites:
Modules excluded:
Current from: 2023/4

Module Convenor: Mrs Fiona Lee
Email: f.l.lee@reading.ac.uk

Type of module:

Summary module description:

AFTP Partner module for incorporation into AFTP PG Programme taught module choice

Delivered by Harper Adams University

Aims:

The module aims to provide understanding on why consumer testing is carried out in the way it is.  The module will provide awareness of the current issues facing consumer testing and the newer approaches and methodologies which may benefit businesses.

Assessable learning outcomes:

• Define the factors shaping consumer acceptance


• Review the methods available for determining consumer acceptance and attitudes and their pros and cons


• Demonstrate how these principles can be utilised for improved New Product Development

Additional outcomes:

• Critical evaluation of data from a variety of sources


• Effective communication of scientific information in oral and written format with scientific rigour


• Debating skills

Outline content:

Factors affecting food choice / drivers of liking / context / expectation. · Qualitative research methods including focus groups and associated results analysis. · Quantitative research methods including questionnaire design and results analysis. · Advanced techniques: Elicitation techniques, Emotional Measures, Preference Mapping,, Conjoint analysis and Willingness to Pay Auctions

Brief description of teaching and learning methods:

Nature of student support

Students will learn with the support of structured lectures, tutorials, videos, case studies and guided reading to illustrate both theory and practice.  Students are encouraged to become more knowledgeable about Consumer Studies and Market Research through a series of lectures and tutorials as well as independent study sessions and both directed and independent reading. While lectures will cover most of the topical issues, students are expect ed to research and discuss some of the subject areas.

The principal objective is to broaden students’ awareness of the key concepts and the evolution of the Food Product Development process. 

The module will also to enable students to gain experience in the key learning skills of independent study, critical thinking and communication.

Support through Virtual Learning Environment

Materials available via the University of Nottingham VLE will include the module descriptor, assignment and timetable/teaching scheme.

Pattern of study including links to other module delivery

The module will be delivered in one 5 day block.

Contact hours:

	Autumn	Spring	Summer
Lectures			20
Seminars			5
Practicals classes and workshops			5
Guided independent study:
Wider reading (directed)			70
Total hours by term	0	0	100
Total hours for module	100

Summative Assessment Methods:

Method	Percentage
Written assignment including essay	100

Summative assessment- Examinations:

Summative assessment- Coursework and in-class tests:

The module is assessed by means of a written assignment.  Typically the assignment will be one case study based on elements of individual student workplace experience or a theoretical case study.

Individual assignment    100% of module assessment

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:

In the event of a student failing the module they will be reassessed based on resubmission of failed coursework assignments or equivalent pieces of work.  Module marks are capped at 50% for passes at 2nd attempt.

Additional Costs (specified where applicable):

1) Required text books: 

2) Specialist equipment or materials: 

3) Specialist clothing, footwear or headgear: 

4) Printing and binding: 

5) Computers and devices with a particular specification: 

6) Travel, accommodation and subsistence: 

Last updated: 30 March 2023