The module aims to educate students on the importance of marketing research. The focus will be on the practical application of research, where lectures will delve into the reasoning behind it and workshops and coursework will give students hands-on experience to build their skills and prepare them for real-world scenarios and job opportunities. The module will primarily focus on the practical application of marketing research, with lectures aimed at encouraging students to understand the reasoning behind it. Through workshops and coursework, students will have the chance to apply this knowledge and gain hands-on experience in conducting research.

Following topics are to be covered in the module:

Introduction to marketing research

Marketing research relevance in the organisations

Marketing research process

Understanding data: Secondary data and databases

Primary data collection

Research questionnaire designing

Sampling methods and techniques

Data analysis techniques

Data visualisation and reporting

3000 words marketing research report solving a specific problem in a specific organisation.

Scheduled teaching and learning activities:

This module employs a varied approach to learning, including interactive class discussion, case studies, videos, group work, and presentations. A collaborative approach will be taken and feedback will be provided both formally and informally. Students will be encouraged to question existing models and strategies and critically evaluate new approaches.

Guided Independent study consists of:

Accessing additional online content such as videos and presentations

Independent reading to consolidate knowledge gained in the formal teaching

Undertaking formative tasks set by the tutor to consolidate learning

Assessment preparation and writing and gathering evidence

Portfolio building


You will undertake ‘formative’ assessments during the module to help you monitor your learning and provide you and us with ongoing feedback on your progress, that helps you prepare for the ‘summative assessment(s) during or at the end of the module.

1. Analyse and examine the different tools and methods used in marketing research within an organization.

University Learning Outcome

Knowledge and Understanding

2. Utilize appropriate research methods to examine and study a specific market situation or problem.

University Learning Outcome

Learning, Analysis

3. Clearly and concisely communicate research findings through logical discussion and appropriate presentation formats.

University Learning Outcome

Application, Enquiry

4. Show the importance and usefulness of marketing research to an organization.

University Learning Outcome

Problem Solving

VLE learning support material to be provided for independent / self-directed learning
LinkedIn Learning
Microsoft Educator Centre
Module handbook
Open Textbook Library
Adobe Creative Cloud (University Licence)

Digital technologies to support learning:

Google Analytics
Hubspot

SPSS
Sprout Social
Buffer
Trello
Hootsuite
Mail Chimp
WordPress
Wix
SimilarWeb
SEMRush
Google Trends

McDaniel Jr, C., & Gates, R. (2018). Marketing research. John Wiley & Sons. (12th edition)

Nunan, Daniel, David F Birks and Naresh K Malhotra (2020). Marketing Research Applied Insight Pearson (6th edition)

Gordon, W., & Langmaid, R. (2022). Qualitative market research: a practitioner's and buyer's guide. Routledge.

McQuarrie, Edward F (2016). The Market Research Toolbox Sage (4th edition) Times/Prentice Hall.

The module handbook will list additional resources, such as textbooks, journals, and online resources, at the start of each session and they will be accessible through Blackboard.

N/A

This module teaches the principles and processes of marketing research, which is essential to the business philosophy of meeting customer needs. It equips students with the knowledge and management skills to identify research needs, design and conduct research, and effectively use the resulting data to inform decision-making.