The module will cover different methods of market research including qualitative, quantitative, experimental, and alternative/artistic methods that are applied in academic and industry contexts, considering cultural, social, ethical, and technological developments. The aim is to help students draw inferences, always with a view to making better marketing decisions. Students will be able to critically evaluate how different methods of market research might be applied to address specific challenges and what their strengths and weaknesses are. The module will enable students to critically appraise the process of generating intelligence through data collection, analysis, interpretation, and presentation of findings. Finally, the module will provide students with the knowledge and skills to evaluate how different research methods are located within wider philosophies and theories of marketing.