Marketing Research and Information
The Marketing Research and Information unit covers the management of customer information and research projects as part of the marketing process. It provides students with both the knowledge and skills to manage marketing information and the more specialist knowledge and skills required to plan, undertake and present results from market research
- Identify appropriate marketing information and marketing research requirements for business decision-making
- Plan for and manage the acquisition, storage, retrieval and reporting of information on the organisation's market and customers
- Explain the process involved in purchasing market research and the development of effective client supplier relationships
- Write a research brief to meet the requirements of an organisation to support a specific plan or business decision
- Develop a research proposal to fulfil a given research brief
- Evaluate the appropriateness of different qualitative and quantitative research methodologies to meet different research situations
- Design and plan a research programme
- Design a questionnaire and discussion guide
- Interpret quantitative and qualitative data and present coherent and appropriate recommendations that lead to effective marketing and business decisions
- Critically evaluate the outcomes and quality of a research project
- Explain the legal, regulatory, ethical and social responsibilities of organisations involved in gathering, holding and using information
