MMM178: Market Insights

Module code: MMM178

Module provider: Marketing and Reputation; Henley Business School

Credits: 20

Level: Postgraduate Masters

When you'll be taught: Semester 1

Module convenor: Dr Katrin Scherschel, email: k.scherschel@henley.ac.uk

Pre-requisite module(s):

Co-requisite module(s):

Pre-requisite or Co-requisite module(s):

Module(s) excluded:

Placement information: NA

Academic year: 2024/5

Available to visiting students: Yes

Talis reading list: Yes

Last updated: 28 May 2024

Overview

Module aims and purpose

This module provides students with the skills needed to understand how market research is used as a tool for generating market insights and informing business decisions. Businesses increasingly rely on a range of research methods to provide answers to key business problems. This module is designed to acquaint the students with commonly used methods of data collection and analysis, as well as issues around reliability, validity and research ethics.

Module learning outcomes

By the end of the module, it is expected that students will be able to:

1. Demonstrate an understanding of the research problems encountered by managers and approaches to commissioning market research. 
2. Show the ability to frame research questions 
3. Apply appropriate methods as part of a research strategy.  
4. Critically evaluate the strengths and weaknesses of different research techniques and the difficulties of applying them in the real world. 
5. Demonstrate knowledge of ethical issues within market research.

Module content

In this module you will gain insights into how data and the collection and analysis of it gives an competitive advantage to an organization. This module focuses on primary data collection through qualitative and quantitative methods, and you will gain insights in e.g. interview techniques and survey design. Further, you learn how to analyse the collected data through qualitative and quantitative means (e.g. thematic analysis or statistics). We will also take under consideration, secondary data collection as well as ethical issues around data, analysis, and presentation. 

Structure

Teaching and learning methods

This module adopts the research based teaching and active learning methods. These methods emphasize active student engagement, critical thinking, real problem solving, collaboration, and communication. The module uses research evidence to inform instructional practice and develop the module contents. It is designed to engage students actively in the learning process by participating in research activities including group work, in-class discussion, and lab sessions.

Study hours

At least 34 hours of scheduled teaching and learning activities will be delivered in person, with the remaining hours for scheduled and self-scheduled teaching and learning activities delivered either in person or online. You will receive further details about how these hours will be delivered before the start of the module.

Please note the independent study hours above are notional numbers of hours; each student will approach studying in different ways. We would advise you to reflect on your learning and the number of hours you are allocating to these tasks.

Semester 1 The hours in this column may include hours during the Christmas holiday period.

Semester 2 The hours in this column may include hours during the Easter holiday period.

Summer The hours in this column will take place during the summer holidays and may be at the start and/or end of the module.

Assessment

Requirements for a pass

Students need to achieve an overall module mark of 50% to pass this module.

Summative assessment

Penalties for late submission of summative assessment

The Support Centres will apply the following penalties for work submitted late:

Assessments with numerical marks

• 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 three working days;
• the mark awarded due to the imposition of the penalty shall not fall below the threshold pass mark, namely 40% in the case of modules at Levels 4-6 (i.e. undergraduate modules for Parts 1-3) and 50% in the case of Level 7 modules offered as part of an Integrated Masters or taught postgraduate degree programme;
• where the piece of work is awarded a mark below the threshold pass mark prior to any penalty being imposed, and is submitted up to three working days after the original deadline (or any formally agreed extension to the deadline), no penalty shall be imposed;
• where the piece of work is submitted more than three working days after the original deadline (or any formally agreed extension to the deadline): a mark of zero will be recorded.

Assessments marked Pass/Fail

• where the piece of work is submitted within three working days of the deadline (or any formally agreed extension of the deadline): no penalty will be applied;
• where the piece of work is submitted more than three working days after the original deadline (or any formally agreed extension of the deadline): a grade of Fail will be awarded.

The University policy statement on penalties for late submission can be found at: https://www.reading.ac.uk/cqsd/-/media/project/functions/cqsd/documents/qap/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.

Formative assessment

Formative assessment is any task or activity which creates feedback (or feedforward) for you about your learning, but which does not contribute towards your overall module mark.

Students will receive formative feedback on several occasions, including feedback given during the lectures and tutorials, in pre-booked personal meetings and via emails.

Reassessment

Additional costs