In day-to-day life, consumers and companies generate large amounts of data all over the web that could provide valuable and useful business insights. Marketing research is the process of harnessing the Internet data and putting the data to meaningful use. Marketing research provides a link between the consumer and public, through information that is used to identify and define marketing opportunities and problems, to initiate marketing action, and to improve marketing performance. This module aims to provide students with an understanding of the methods used in digital marketing research, and their roles in supporting marketing decisions. The module addresses the stages of the digital marketing research process, from identification of the problems and definition of the research objectives, to the presentation, visualisation and interpretation of research findings.
Week Thursday Topic 1 5 March Introduction to marketing research 2 12 March Quantitative Methods I - Experiment Part A 3 19 March Quantitative Methods II - Experiment Part B 4 26 March Example paper discussion – Experimental method [Presentation I] 5 2 April National holiday 6 9 April Quantitative Methods III - Survey Part A 7 16 April Quantitative Methods IV - Survey Part B 8 23 April Quantitative Methods V - Survey Part C 9 30 May Mid-term exam week (no class) 10 7 May Example paper discussion – Survey method [Presentation II] 11 14 May Qualitative methods I - Projective Techniques 12 21 May Qualitative methods II - Interview and Diary studies 13 28 May Qualitative methods III - Coding 14 4 June Example paper discussion – Qualitative method [Presentation III] 15 11 June Mixed Method 16 18 June Discussing findings, drawing recommendations and conclusions writing the research report 17 25 June Group video presentation 18 2 July End-of-term exam week (no class)
Group video presentation (40%) Individual report (60%)
1. Grossnickle, J. and Raskin, O. (2001). Handbook of online marketing research. 1st ed. McGraw-Hill. ISBN-10: 0470710403 2. Sponder, M. and Khan, G. (2017). Digital analytics for marketing. 1st ed. New York: Routledge. ISBN- 10: 0789750309