Marketing Research

Modular value: 20 credits

Assessment: Coursework 30%, Examination 70%

This compulsory module examines the vital role of information and research in marketing decisions. The module is not intended to turn you into a marketing research specialist.  However, it will enable you to understand the value of information and research, the processes involved, and techniques which can facilitate the collection, analysis and interpretation of marketing data and information.

Learning outcomes

On completion of this module, you will typically have knowledge and understanding of

  • the importance of information and research in marketing decisions, and the stages involved in the marketing research process
  • the usefulness of different marketing research concepts and techniques, as well as the distinctions between exploratory, descriptive and causal research
  • the role of primary and secondary data, and the different types of qualitative and quantitative data collection methods for the marketing research purpose
  • sampling theory and concepts, as well as the merits of alternative techniques of sampling, and the importance of sampling and non-sampling errors
  • the different types of experimentation for the marketing research purpose
  • the concepts of generalisability, validity and reliability when analysing and interpreting qualitative and quantitative data.

Be able to use your cognitive skills/subject specific skills to:

  • design research projects and critique information sources, marketing research reports and surveys
  • evaluate alternative methods of survey administration, and apply the principles of questionnaire design
  • apply different types of experimentation to market testing for the marketing research purpose
  • appropriately describe, summarise and present marketing research data
  • apply appropriate marketing research concepts and techniques in the real business world.