Module overview
This module aims to provide opportunities for you to develop an understanding of marketing research in theory and practice. There are two broad objectives:
(1) to enhance your knowledge of the research process and increase your awareness regarding the challenges associated with research, and
(2) to equip you to conduct your own research, leading towards your dissertation.
Aims and Objectives
Learning Outcomes
Knowledge and Understanding
Having successfully completed this module, you will be able to demonstrate knowledge and understanding of:
- the nature of marketing research and its role in supporting successful marketing decision-making.
- various approaches and methods used in marketing research.
Transferable and Generic Skills
Having successfully completed this module you will be able to:
- demonstrate skills in research, analysis, evaluation, and critical thinking.
- critically assess the main types of research within the marketing domain.
- conduct independent research at the undergraduate level.
Subject Specific Intellectual and Research Skills
Having successfully completed this module you will be able to:
- critically evaluate the various techniques employed in both quantitative and qualitative data analysis.
- identify market research problems and select appropriate data collection strategies that link methodological theory with research practice.
Syllabus
- Setting up marketing research
- Planning marketing research: The research process
- Planning marketing research: Conceptualising research through literature review
- Marketing research designs: planning the research method
- Executing marketing research: Research methodologies and sampling
- Reporting marketing research
- Effective Use of Research Information
Learning and Teaching
Teaching and learning methods
This module is delivered as a series of lectures with computer laboratory workshops.
Type | Hours |
---|---|
Independent Study | 126 |
Teaching | 24 |
Total study time | 150 |
Resources & Reading list
Textbooks
Norman K. Denzin and Yvonna S. Lincoln (2003). The Landscape of Qualitative Research (2nd ed). Sage.
Denzin, N. and Lincoln, Y. (2011). The SAGE Handbook of Qualitative Research. Sage Publications.
Saunders, M., Lewis, P. and Thornhill, A. (2012). Research Methods for Business Students (6th ed). Pearson.
Corbin, Juliet and Anselm Strauss (2008). Basics of Qualitative Research. Sage.
Assessment
Formative
This is how we’ll give you feedback as you are learning. It is not a formal test or exam.
Class discussions
- Assessment Type: Formative
- Feedback: Informal feedback given during class discussions and workshop sessions.
- Final Assessment: No
- Group Work: No
Summative
This is how we’ll formally assess what you have learned in this module.
Method | Percentage contribution |
---|---|
Research project | 100% |
Referral
This is how we’ll assess you if you don’t meet the criteria to pass this module.
Method | Percentage contribution |
---|---|
Research project | 100% |
Repeat
An internal repeat is where you take all of your modules again, including any you passed. An external repeat is where you only re-take the modules you failed.
Method | Percentage contribution |
---|---|
Research project | 100% |
Repeat Information
Repeat type: Internal & External