Marketing Research

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:

• conduct independent research at the undergraduate level.
• critically assess the main types of research within the marketing domain.
• demonstrate skills in research, analysis, evaluation, and critical thinking.

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.

• 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

Teaching and learning methods

This module is delivered as a series of lectures with computer laboratory workshops.

Resources & Reading list

Textbooks

Corbin, Juliet and Anselm Strauss (2008). Basics of Qualitative Research. Sage.

Saunders, M., Lewis, P. and Thornhill, A. (2012). Research Methods for Business Students (6th ed). Pearson.

Denzin, N. and Lincoln, Y. (2011). The SAGE Handbook of Qualitative Research. Sage Publications.

Norman K. Denzin and Yvonna S. Lincoln (2003). The Landscape of Qualitative Research (2nd ed). Sage.

Formative

This is how we’ll give you feedback as you are learning. It is not a formal test or exam.

Summative

This is how we’ll formally assess what you have learned in this module.

Referral

This is how we’ll assess you if you don’t meet the criteria to pass this module.

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.

Repeat Information

Repeat type: Internal & External