BSQA642 – Marketing Research
Module code
BSQA642
Module title
Marketing Research
Prescription
Programmes
- BS8906
NZQA Level
Level 6
NZQA Credits
20
Delivery method
- Not Web enabled
Learning hours
- Directed hours
- 64
- Self directed hours
- 136
- Total learning hours
- 200
Resources required
- Learning Outcomes
- 1) Students will evaluate legal, ethical, cultural and industry issues relevant to (a)
marketing research project(s).
Key elements
a) Legal
b) Ethical, including relevant code(s) of practice
c) Cultural
d) Industry
2) Students will prepare a marketing research proposal.
Key elements
a) Marketing research objective:
- problem and/or opportunity identification
- research purpose
b) Information sources:
- primary
- secondary
c) Research approaches:
- quantitative and qualitative
d) Data collection, at least one of the following:
- personal
- observation
- experimental
e) Sampling:
- probability sampling
- non-probability sampling
f) Project cost and timeline
g) Sampling and non-sampling errors and strategies to minimise them
h) Research instrument design, pre-testing and revision:
- nominal, ordinal, interval and ratio scales
3) Students will conduct research; collate, analyse and interpret data; report the results of
marketing research; and make recommendations for marketing strategies.
Key elements
a) Research, according to the research proposal
b) Statistical analysis, at least four of:
- mode, median and/or mean
- frequency and/or percentile
- standard deviation
- cross tabulation
- chi square
- cumulative percentage
- qualitative analyses
c) Formal report, including recommendations
