Business/Marketing Research theory BRT/MRT201B

WELCOME TO :
BUSINESS/MARKETING RESEARCH THEORY
(B/MRT201B)Week 3 (Unit 5)

LEARNING MATERIAL
•Textbook: McGivern, Y. (2013) The Practice of Market Research. 4th ed., UK:
Pearson
•IMM Graduate School eLearn platform: Business Research Theory/ Marketing
Research Theory (BRT/MRT201B) module.
•IMM Graduate BusinessResearch Theory/ Marketing Research Theory
(BRT/MRT201B) student pacer - 2nd semester 2020.
•IMM Graduate School eLibrary platform.

THE STUDENT PACER
Week 1
Study Unit 1 The practice of market research
Study Unit 3 Defining the research problem
Week 2
Study unit 2 Types of research
Week 3
Study unit 5 Secondary research
Week 4
Study unit 4 Writing a research brief
Week 5
Study unit 6 Qualitative research
Week 6 Assignment 1

THE STUDENT PACER
Week 7
Study unit 7 Quantitative research
Week 8
Study unit 8 Sampling
Week 9
Study unit 9 Designing questionnaires
Week 10
Study unit 11 Analysis of data
Study unit 12 Communicating and reviewing research findings
Week 11
Study unit 10 Writing a research proposal
Week 12 Assignment 2
Weeks 13 – 15 Revision
Week 16 Exams

OUTCOMES
UNIT 5- SECONDARY RESEARCH
•Understand the nature of secondary research
•Understand what is meant by secondary research and secondary data analysis
•Demonstrate knowledge of secondary sources
•Develop a strategy for conducting secondary research including use of online
searches
•Evaluate the quality and suitability of secondary sources
•Understand the concepts of data storage and retrieval systems
•Understand what is involved in data integration and why it is useful
Prescribed textbook: Chapter 5.

Secondary Research
•We do not always need to do primary research as sometimes the
information we need already exists
•What is primary research?
•What is secondary research?
•Secondary research
•Is used to develop context and a better understanding of the issues
•Helps define the problem and determine the information needed to answer
the research question or address the problem
•Helps us develop an effective research design
•Helps us analyse and interpret the data we get from primary research more
effectively
MRT/BRT201B – Secondary Research– Unit 5