MN5406 Consumer Behaviour and Marketing Research

Academic year

2024 to 2025 Semester 1

Further information on which modules are specific to your programme.

Key module information

SCOTCAT credits

20

The Scottish Credit Accumulation and Transfer (SCOTCAT) system allows credits gained in Scotland to be transferred between institutions. The number of credits associated with a module gives an indication of the amount of learning effort required by the learner. European Credit Transfer System (ECTS) credits are half the value of SCOTCAT credits.

SCQF level

SCQF level 11

The Scottish Credit and Qualifications Framework (SCQF) provides an indication of the complexity of award qualifications and associated learning and operates on an ascending numeric scale from Levels 1-12 with SCQF Level 10 equating to a Scottish undergraduate Honours degree.

Availability restrictions

Not available as an optional module for any programme.

Planned timetable

To be arranged.

This information is given as indicative. Timetable may change at short notice depending on room availability.

Module coordinator

Dr B A Bratanova

This information is given as indicative. Staff involved in a module may change at short notice depending on availability and circumstances.

Module Staff

Dr Boyka Bratanova

This information is given as indicative. Staff involved in a module may change at short notice depending on availability and circumstances.

Module description

This module aims to refresh and enhance the theoretical and research skills of participants by introducing them to a range of theory, including psychoanalysis, behaviourism, cognitive learning theory and semiotics and then illustrating these in the context of marketing research. A theory will be introduced in one week and then its implications for marketing research will be illustrated in subsequent weeks. For example psychoanalysis will be illustrated by focusing on the use of depth interviews, focus groups and rorshach tests; behaviourism by observation and cognitive learning theory by experimental design of perceptual measurements and the construction of attitude questionnaires.

Assessment pattern

25% coursework; 25% group presentation; 50% exam

Re-assessment

100% coursework

Learning and teaching methods and delivery

Weekly contact

Lectures and Seminars, (3 hrs x 10 weeks) 2 hour optional consultative hours (weekly)

Scheduled learning hours

30

The number of compulsory student:staff contact hours over the period of the module.

Guided independent study hours

170

The number of hours that students are expected to invest in independent study over the period of the module.

Intended learning outcomes

  • Formulate appropriate study designs to address common research problems in marketing and consumer behaviour
  • Use SPSS to carry out essential statistical analyses utilized in marketing and consumer behaviour research, such as t-test, correlation, regression, mediation, and moderation.
  • Understand the basic cognitive principles of consumer behaviour
  • Understand the social-psychological processes that can influence consumer behaviour
  • Identify and critically evaluate situational factors influencing consumer decision environments