Market Research

Second year module

Lecturer: Sheena Leek

This course is concerned primarily with the principles and practice of data collection for marketing research purposes, rather than with the analysis of data. An emphasis will be placed on the collection of primary data by means of survey questionnaires

Learning Outcomes

By the end of the module the student will be able to: to distinguish between exploratory, descriptive and casual research; appreciate the various types of number and scales of measurement; to design a questionnaire to stated research objectives, incorporating all aspects of design; to appreciate the principles and issues involved in sampling selection, and the distinction between random and non-random approaches to sampling; to appreciate of the advantages and disadvantages of alternative methods of data collection


Group assignment of 5000 words (70%) and one hour class test (30%)