University of St Andrews

Key information

SCOTCAT credits : 20

ECTS credits : 10

Level : SCQF level 11

Semester: 1

Availability restrictions: Not available as an optional module for any programme.

Planned timetable: To be arranged.

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.

Learning and teaching methods and delivery

Weekly contact: Lectures, seminars and practical classes.

Assessment pattern

As used by St Andrews: 2-hour Written Examination = 50%, Coursework = 50%


Re-assessment: 3-hour Written Examination = 100%

Personnel

Module coordinator: Dr B A Bratanova
Module teaching staff: Dr Boyka Bratanova and Dr Fergus Neville
Module coordinator email bab20@st-andrews.ac.uk