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Description
MSIN0007 forms part of the RESEARCH thread of the IMB programme.
The aim of the Consumer, Market and Industry Research module is to introduce students to the world of market research, providing both an understanding of best practice and the ability to design, execute and analyse their own research projects.听
Market Research is the way in which organisations find out what their customers and potential customers need, want, and care about and is commercially oriented.
We will be covering the fundamentals of secondary and primary research, as well as looking how businesses identify optimal price, develop successful new products, decide what media to use, and what message will persuade people to buy.听 The impact of technology is considered, as well as neuromarketing - the measurement of physiological and neural signals to gain insight into customers' motivations, preferences, and decisions,
On successful completion of the module, students will be able to:
路 Understand the practice and principles of effective market research
路 Appreciate the key methodologies and approaches used to gather secondary and primary data
路 Design effective, value-added primary and secondary research projects against specific objectives
路 Gain data analysis and critical thinking skills to evaluate business research outputs
路 Make valid and actionable business recommendations based on market research
路 Produce outputs directed at a business audience
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Module deliveries for 2024/25 academic year
Last updated
This module description was last updated on 19th August 2024.
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